Langley Steinert
Analyst · RBC Capital Markets
Yes. Mark, it's Langley. I am going to take a swing at it and then Jason can maybe pickup if I missed anything. But I think first and foremost, I would say it's brand. We feel like we are in a position to use the leadership that we have and the dollars that we have to invest in the brand and get the message out, as Jason alluded to. We feel like we have a big point of differentiation with our product versus our competitors and we want to educate consumers about that. So I would say, first and foremost, that's brand. Second is international. But as we think being able to address a bigger addressable market is an important part of our future growth, we will prefer not to be limited just to the United States. When we talk internally about addressable markets and number of dealers, we do not tend to quote just the U.S. market. We quote U.S., Canada, England, Germany, now Italy. So we see essentially buying more runway for our business. I would say, third is products and I would characterize that as more dealer products. The second product, first it was our Listings product. Then it was our display ad service. Third with our search engine marketing product. And we have other products which we have in the pipeline that we are going to roll out. In the long run, we would like to be a dealer's digital marketing partner. We want to help them spend their dollars in whatever category may be as efficiently as possible applying technology to make it a smarter spend. And then lastly, which is much farther down the road is P2P. We haven't spent much time talking about that but we believe, as we talked about on the road show, that someone's going to, to use the analogy of the last business I was in which is obviously with TripAdvisor, someone's going to Airbnb this category and we want to be the disrupter to capture the peer-to-peer, consumer-to-consumer trading element of this market. It's a big part of the market here in the United States as well as overseas. And we think there is a real opportunity to create a more trusted platform, mobile optimized trusted platform where the existing products you could use to do a P2P transaction, we believe, are fairly flawed and they are not being mobile optimized, not addressing issues of trust around trying to sell a private car. So I would say, those are the major areas.