Marketing Mix Of Odesk and 7Ps (Updated 2024)

The Marketing mix of oDesk analyses the 7Ps of oDesk, including the Product, Price, Place, Promotion, People, Physical Evidence, and Process of oDesk. Elance-oDesk is currently referred to as Upwork. It is a private company associated with the online industry and is an online portal that connects talent with business quickly. ODesk was founded in 2003 by its co-founders, Stratis Karamanlakis and Odysseas Tsatalos. It merged with Elance to form Elance-oDesk in 2013 and was later in the year 2015 rebranded to its present name wo,rk. Some of its competitors are as follows-

• com
• PeoplePerHour
• Profinder
• Fiverr
• Guru
• Awesome web
• TextBroker

About Odesk

• Type: Online marketplace
• Industry: Freelancing
• Founded: 2003
• Founders: Odysseas Tsatalos and Stratis Karamanlakis
• Headquarters: San Francisco, California, United States
• Area served: Worldwide
• Current CEO: Hayden Brown
• Number of employees: Over 1,200
• Major products: Odesk platform

Odesk Product Strategy

Elance- oDesk is a freelancing platform for individual professionals and business entities to collaborate and connect easily. It gives professionals the freedom to work at a suitable time and place. The company’s gateway is used by clients to hire, interview, and work with agencies and freelancers.

The new Product Mix of Odesk in 2024 is as follows (Source).

1. Freelancer Services: Upwork’s primary offering is its vast pool of freelancers with diverse skill sets. These services include, but are not limited to, web and software development, creative and multimedia work, writing and content creation, sales and marketing, administrative support, customer service, and consulting.
2. Agency Services: Apart from individual freelancers, Upwork also hosts agencies offering services. This suits larger projects or clients who prefer working with an established team rather than individual freelancers.
3. Job Posting and Talent Search: Upwork provides a platform for businesses to post job listings and search for talent. This includes tools for creating job posts, setting project terms, and filtering through candidates based on skills, experience, and other criteria.
4. Project Bidding System: The platform operates on a project bidding system where freelancers and agencies can submit proposals for jobs posted by clients. This system allows clients to review bids and select the best match for their project needs and budget.
5. Communication and Collaboration Tools: Upwork offers various tools to facilitate communication and collaboration between clients and freelancers. This includes messaging systems, file sharing, and video conferencing capabilities.
6. Time Tracking and Payment Processing: Upwork provides a time-tracking tool for hourly contracts that ensures accurate billing. The platform also handles invoicing and payment processing, offering various transfer methods and ensuring secure transactions.
7. Upwork Pro and Enterprise Solutions: Upwork offers premium services for businesses seeking a more tailored experience. Upwork Pro provides access to top-tier freelancers and includes additional support from Upwork. At the same time, Upwork Enterprise offers customized solutions for large companies, including dedicated account store management and enhanced matching technology.
8. Educational and Support Resources: Upwork offers various resources, including educational content and support services, to help freelancers and clients make the most of the platform.

Odesk Pricing Strategy

Upwork, a leading online platform for freelancers and clients, employs a nuanced pricing strategy to remain competitive while providing value to service providers and clients. Here’s an analysis of Upwork’s pricing and marketing strategy:

1. Commission-Based Pricing for Freelancers: Upwork charges freelancers a sliding fee based on their lifetime billings with a specific client. This tiered commission structure encourages long-term relationships between freelancers and clients, as the fee decreases as earnings with each client increase.
2. Client Service Fees: Clients are charged a service fee for using Upwork’s platform. This fee is typically a percentage of the total contract value. It’s designed to cover the operational costs of the platform and the services provided, like secure payment processing and dispute resolution.
3. Premium Subscription Plans for Freelancers: Upwork offers optional premium subscription plans. These plans provide additional benefits, such as enhanced visibility in client searches, more proposal submissions, and detailed market insights. This tiered pricing offers freelancers flexibility to choose a plan based on their needs and goals.
4. Upwork Pro and Enterprise Solutions: Upwork offers Pro and Enterprise solutions for businesses seeking a more tailored experience. These premium services include personalized assistance in finding top talent and managing projects. The pricing for these services varies based on the customization and support required.
5. Flexible Project Pricing for Clients: Upwork allows clients to post projects hourly or at a fixed price. This flexibility enables clients to choose a pricing structure that best fits the scope and nature of their project, providing clarity and control over project costs.
6. Connects Purchase System for Proposals: Freelancers on Upwork use “Connects” to submit job proposals. While a certain number of Connects are provided monthly, additional Connects can be purchased. This system moderates the number of proposals clients receive, ensuring quality and relevance.
7. Transparent Pricing Information: Upwork maintains transparency in its pricing. Both freelancers and clients have access to clear information about fees, charges, and billing, which aids in setting expectations and fosters trust in the platform.

Odesk Place Strategy

oDesk has spread its network to include most countries in the global market. Its headquarters base is in San Francisco and Mountain View in California. oDesk is the world’s largest and most prominent marketplace for freelancers, as nearly three million jobs are posted on this site annually. It has registered five million and twelve million clients and freelancers attached to its website.

Upwork’s place strategy centers on its digital presence, brand image, and global accessibility. Here are five key points that define this strategy:

1. Global Online Platform: Upwork is an entirely online platform accessible to users worldwide. This virtual marketplace allows freelancers and clients from different countries and time zones to connect and collaborate seamlessly.
2. User-Friendly Website and Mobile App: Upwork offers a user-friendly website and mobile app, ensuring easy access and convenience for freelancers and clients. These platforms facilitate smooth navigation, job searching, communication, and transaction processing.
3. Cloud-Based Service Delivery: The platform’s services are entirely cloud-based, meaning that all interactions – from hiring to project management and payment – occur online. This approach eliminates geographical constraints and enables remote work from anywhere.
4. 24/7 Accessibility: Given its digital nature, Upwork is accessible 24/7, allowing users to work, post jobs, submit proposals, and manage projects according to their schedules and time zones.
5. Integrated Communication and Collaboration Tools: Upwork integrates various communication and collaboration tools within its platform. These tools, such as messaging, video calls, and file sharing, make it easier for clients and freelancers to collaborate remotely, regardless of their physical location.

Odesk Promotion Strategy

oDesk has been able to create a distinctive place of its own. The company has adopted several marketing strategies to increase its brand visibility, maintain its position, and gain further markets. It has taken the help of various social media marketing platforms to gain brand awareness via LinkedIn, Facebook, Twitter, and other portals. The company also relies heavily on word-of-mouth publicity as one person recommends it to another, and the chain goes on. oDesk has received several accolades and awards for its works, including the Fastest Growing Innovator Award of Excellence in 2011 and Always on Global 250 Top Private Companies for 2011 and 2012.

Some Recent Video ads and Print ads for oDesk are:

Odesk People Strategy

To understand the “People” aspect of the Service Marketing Mix for Odesk (now known as Upwork after its rebranding), we must consider various stakeholders involved in their platform. The “People” element focuses on everyone who directly or indirectly influences the perceived value of the service. For Upwork, this includes:

1. Freelancers: They are the core service providers on Upwork, offering a wide range of skills and expertise across different categories, such as web development, writing, graphic design, and more. Freelancers’ quality, professionalism, and expertise directly impact the client experience and satisfaction.
2. Clients: These individuals or organizations hire freelancers through Upwork for their projects. Their needs, expectations, and feedback are crucial in shaping the platform’s offerings and policies.
3. Customer Service Representatives: Upwork’s customer service team is essential in resolving disputes, providing platform support, and ensuring a smooth experience for freelancers and clients. Their effectiveness and efficiency can significantly affect the platform’s reputation and user satisfaction.
4. Quality Assurance Teams: These teams are responsible for monitoring and ensuring the quality of work delivered through the platform. They implement policies, vet freelancers, and maintain quality control to uphold Upwork’s standards.
5. Product Development Teams: They work on improving and innovating the Upwork platform, ensuring it remains user-friendly, feature-rich, and ahead of market demands. Their work impacts the overall service delivery and user experience.
6. Marketing and Sales Teams: These individuals are responsible for promoting Upwork to both freelancers and clients. They craft the messaging, positioning, and communication strategies that attract and retain users on the platform.
7. Management and Leadership: The strategic direction, vision, and decisions made by Upwork’s leadership influence the platform’s market positioning, service quality, and overall user experience.
8. Community Managers and Moderators: They foster community among users, provide support, enforce platform rules, and facilitate interactions. This role is crucial in maintaining Upwork’s upbeat, engaging, and supportive environment.
9. Training and Development Specialists: Given freelance work’s dynamic nature, Upwork provides skills development resources and target market adaptability for freelancers. This includes webinars, training sessions, and resource materials to help freelancers improve their offerings.
10. Security and Compliance Teams: They ensure the safety and security of transactions, protect user data, and comply with legal and regulatory requirements. Their role is vital in maintaining trust and reliability in the platform.

Odesk Process Strategy

The “Process” element of the Service Marketing Mix for Odesk (now known as Upwork) refers to the procedures, mechanisms, and flow of activities consumed by services. This encompasses the entire client journey, from finding and hiring freelancers to project completion and follow-up. Here’s a breakdown of the critical processes on Upwork:

1. Account Creation and Verification: Freelancers and clients must create an account on Upwork. The process includes verification steps to ensure the authenticity and reliability of users, enhancing trust within the platform.
2. Profile Setup: Freelancers must complete their profiles, showcasing their skills, experience, and portfolio. Clients also create profiles outlining their business needs and project types, facilitating better matches.
3. Job Posting and Browsing: Clients post job listings detailing project requirements, budget, and timelines. Freelancers browse these listings or receive job recommendations based on their skills and preferences.
4. Proposals and Bidding: Freelancers submit proposals for jobs that interest them, highlighting their suitability and terms. Clients then review these proposals to assess fit and expertise.
5. Interview and Hiring: Clients may interview shortlisted freelancers through Upwork’s messaging and video call features. This step helps in finalizing the best candidate for the project.
6. Contract Setup: Upon agreement, a contract is set up through Upwork, specifying the scope, milestones, payment terms, and deadlines. This formalizes the engagement and protects both parties.
7. Project Execution and Communication: The platform provides ongoing communication, file sharing, and collaboration tools. This ensures that both parties are aligned throughout the project’s duration.
8. Time Tracking and Billing: Upwork offers a time-tracking tool for hourly contracts that records hours worked, ensuring transparency and accuracy in billing.
9. Milestone Submission and Approval: For fixed-price contracts, freelancers submit work for milestones as agreed upon. Clients review the work and approve milestones for payment.
10. Feedback and Ratings: After project completion, clients and freelancers are encouraged to leave feedback and rate each other. This feedback system helps maintain a quality control mechanism and assists other users in making informed decisions.
11. Dispute Resolution and Support: In case of disagreements or issues, Upwork provides a dispute resolution process and support services to help resolve conflicts amicably.
12. Payment Processing: Upwork handles all payments through its platform, offering various withdrawal options for freelancers and payment methods for clients. The platform ensures secure and timely transactions.
13. Post-Project Follow-Up: After project completion, clients can choose to rehire freelancers for future projects, fostering long-term working relationships.

Odesk Physical Evidence Strategy

Physical evidence in the service marketing mix refers to the environment in which the service is delivered and any tangible elements that make the service more tangible to consumers. For a digital platform like Odesk (now known as Upwork), physical evidence might not involve traditional physical spaces or objects but rather the digital equivalents that contribute to the user experience and perception of the service. Here are vital points that constitute the physical evidence of Upwork:

1. Website and Mobile App Interface: Upwork’s website and mobile application’s design, functionality, and usability are the primary physical evidence. A user-friendly interface that is easy to navigate enhances the credibility and professionalism of the platform.
2. Branding Elements: The logo, color scheme, typography, and other visual elements associated with Upwork create a recognizable brand identity. These elements are consistent across all platforms and communications, reinforcing the brand’s presence and reliability.
3. User Profiles and Portfolios: Freelancer profiles, including their photos, descriptions, work history, and portfolio samples, are tangible proof of their expertise and quality of work. Client profiles also provide insights into their business needs and credibility.
4. Job Listings and Descriptions: The clarity, detail, and presentation of job listings provide physical evidence of the types of projects available and the professionalism of the platform.
5. Testimonials and Reviews: Feedback and ratings from users serve as tangible evidence of their experiences with the platform. Positive reviews and testimonials can significantly influence new users’ perceptions and trust in Upwork.
6. Communication Tools: The platform’s availability and functionality of messaging and video call features offer a tangible way for clients and freelancers to interact, discuss projects, and build relationships.
7. Security Features: Visible security measures, such as SSL certificates, two-factor authentication, and transparent privacy policies, provide users with physical evidence of the platform’s commitment to safety and data protection.
8. Payment and Billing Systems: Transparent and secure payment systems, with detailed invoices and payment histories, offer tangible proof of the platform’s reliability in handling financial transactions.
9. Help and Support Resources: The availability of help resources, FAQs, tutorials, and customer support contact options is evidence of Upwork’s commitment to user satisfaction and problem resolution.
10. Success Stories and Case Studies: Published stories and case studies of successful projects completed via Upwork provide prospective users with tangible evidence of what can be achieved through the platform.
11. Social Media Presence: Active engagement and consistent branding across social media platforms reinforce Upwork’s visibility and credibility as a leading freelance marketplace.
12. Email Communications: Professional and branded email communications for notifications, updates, and newsletters contribute to the tangible aspects of the service, ensuring users are well-informed and engaged.

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