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Advisory Board Spotlight: Alex Baker Kroeger, Attorney at Larson King

This week we caught up with one of our newest Advisory Board members, Alex Baker Kroeger, to get her thoughts about what motivated her to join the Marketplace Risk Advisory Board.

Alex is an Attorney at Larson King, a boutique firm with deep trial experience. After 10 years in communications and product marketing, Alex changed careers to become an attorney. She has planned a sprint, launched a product, and represented people in court. Alex enjoys working with marketplace companies because of their unique set of problems and growing pains. In her free time she runs a travel website with her husband and attempts to learn French.

Our Advisory Board is the very lifeblood of everything we do at Marketplace Risk. From conferences and virtual events to resources and advice for startups, our board takes a hands-on approach to providing indispensable insight and guidance, drawing on their broad experience that spans a multitude of platforms and industries. We are so excited to welcome Alex to the Advisory Board!

As Marketplace Risk continues to grow, we have expanded our Advisory Board, with calls for new members who can use their skills and experience to help startups. We asked Alex a few questions to get to know her better:

How were you first introduced to marketplaces?

I dabbled in eBay in the 1990s, bidding on antique brooches. But I became immersed when Uber launched in Chicago. I even spent a day as an Uber promo girl to hand out coupons and t-shirts to get people to sign up!

What fascinates you most about marketplaces?

The change in mindset of people who use marketplaces. Marketplaces disrupt the status quo and create a more inclusive and helpful society, but the success of it all is built entirely on trust. It is fascinating to see people’s mentality shift to trusting other users without ever meeting them.

What motivates you the most about your job?

Working with so many different types of companies that have unique problems to solve. The issues are ever changing and the people are a blast to work with.

What one or two things do you do each day religiously? Coffee and the New York Times every morning.

What did you want to be when you were growing up?

An Egyptologist

What do you think the world of marketplaces will look like in 10 years?

I think marketplaces will grow exponentially to replace the traditional ownership model. People want to own less and help the environment, and marketplaces are perfect to meet each persons’ niche need. There is almost a marketplace for everything and more will come soon.

If you’d like to be part of a dynamic group of founders, operators and subject matter experts, and your expertise and ideas could help us to better support the marketplace ecosystem, reach out to us at

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