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Owning Your Platform: The Cautionary Tale of CarSync, Turo, and Lessons for Small Business Owners

May 25, 2023Branding, Business, Social Media, Website Design and Development0 comments

Owning Your Platform: The Cautionary Tale of CarSync, Turo, and Lessons for Small Business Owners

by Lindsey Underwood Moers | Read by Kayla

In the rapidly evolving world of entrepreneurship, building a business on someone else’s platform can be both an opportunity and a risk. The story of CarSync and Turo is a perfect example of how relying on a third-party platform can leave your business vulnerable to unforeseen changes. In this blog post, we’ll delve into the story of CarSync, a company that built its entire business around filling the gaps in Turo’s app for hosts, only to be faced with the threat of extinction when Turo decided to shut down third-party API access. We’ll also discuss the valuable lessons that entrepreneurs can learn from this cautionary tale.

The Rise of CarSync


CarSync identified a lucrative niche in the car-sharing market by offering a range of tools and features designed to help Turo hosts manage their fleets more efficiently. CarSync’s platform allowed hosts to track vehicle locations, handle maintenance and repairs, and streamline their booking processes – all things that Turo’s native app lacked. As a result, CarSync gained popularity among Turo hosts and began to flourish.

The Fall of CarSync


CarSync’s success, however, was short-lived. Recently, Turo announced that they would be shutting down third-party API access, effectively cutting off CarSync’s entire business model. This decision left CarSync in a precarious position, with no clear path to adapt or pivot. The company’s reliance on Turo’s platform meant that their entire operation was now at the mercy of a single decision made by a company over which they had no control.

Lessons for Small Business Owners: Facebook, Etsy, and Beyond


The CarSync and Turo cautionary tale offers valuable insights for small business owners using third-party platforms like Facebook and Etsy. Here are some key takeaways that can help you protect and grow your business:


  • Diversify your online presence: Just as CarSync relied heavily on Turo, small businesses that operate solely on platforms like Facebook or Etsy risk losing everything if those platforms change their policies or shut down. It’s essential to establish a presence on multiple platforms, including having your own website, to ensure the stability and longevity of your business.


  • Build a strong brand identity: By having a strong brand identity, you can create customer loyalty that transcends individual platforms. This means that even if you need to change platforms or establish a standalone website, your customers will still be able to find and support you.


  • Develop a robust email list: An email list is an invaluable asset for small businesses, as it allows you to communicate directly with your customers without relying on a third-party platform. By nurturing your email list, you can build a loyal customer base that is less vulnerable to platform changes.


  • Cultivate relationships with customers: Building strong relationships with your customers can help insulate your business from platform-related disruptions. Engage with your customers on social media, respond to their inquiries and feedback, and provide exceptional customer service. This way, even if you need to transition to a new platform or website, your customers are more likely to follow you.


  • Stay agile and adaptable: The digital landscape is constantly evolving, and small business owners need to be prepared to adapt to these changes. Whether it’s a platform shutting down or new marketing strategies emerging, staying agile and adaptable is key to ensuring your business’s ongoing success.




The story of CarSync and Turo serves as a powerful reminder of the importance of owning your platform and diversifying your online presence. For small business owners operating on third-party platforms like Facebook and Etsy, it’s crucial to take steps to mitigate risks and protect your livelihood. By building a strong brand identity, cultivating customer relationships, and staying agile and adaptable, you can ensure that your business continues to thrive, no matter what changes come your way.


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