Jeffrey Treichel - Kolektiva od Groupona naprej

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Spletna stran, ki je vsak dan ponudila eno posebno in privlačno ponudbo na Hrvaškem, podobno, kot so to počeli Groupon ali Living Social v ZDA, se je kmalu razvilo v revolucijo spletne prodaje. …

Spletna stran, ki je vsak dan ponudila eno posebno in privlačno ponudbo na Hrvaškem, podobno, kot so to počeli Groupon ali Living Social v ZDA, se je kmalu razvilo v revolucijo spletne prodaje. Kolektiva, ki je bila ena izmed prvih tovrstnih spletnih strani v Evropi, je svojo prvo ponudbo uspela ponuditi več sto tisočim potrošnikom. In to v državah, ki se načeloma zelo bojijo uporabe spletnih kartic in spletnih prevar. Kako ji je uspelo postati vrhunska in zaupanja vredna predstavnica spletne prodaje v šestih zelo različnih državah? Jeffreyevo predavanje bo odgovorilo na vsa vprašanja, kot so:

Kako je Kolektiva premagala GRoupon, svetovnega pionirja v dnevnih ponudbah v Romuniji?
Kako je Kolektivina dnevna ponudba za nastanitev v novem slovenskem hotelu spodbudila inovativnost industrije dnevnih ponudb?
Kako kaže industriji dnevnih ponudb v vzhodni Evropi
Kako biti v t. i. »e-commerce« inovativni in kako vključevati potrošnika

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  • 1. @ DIGGITJune 7, 2012 1
  • 2. 2
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  • 4. Daily deals in CEE had humble beginnings• 2 Founders, 1 employee• 1 deal per day in Zagreb Deal #1 - Jan. 22, 2010• Facebook/twitter activation • 42 coupons sold 4
  • 5. Croatia was a very tough test market*Source: Nielson, Global Trends in Online Shopping, June 2010 5
  • 6. The model expanded slowlyMultiple deals Competition Explodes Internationalization Deal # 1 - June 15, 2010 • 36 coupons sold • 5 cities, 2 countries • 8.500+ TOTAL coupons sold 6
  • 7. The keys to growth and relevance for daily deal sites:• Large Sales Force becomes key Deal Efficiency Curve: Contribution of Deals to Internal Revenue (Nov-Jan) 100% % of Internal Revenues 90%• Multiple deals per day 80% 70% 60% 50% 40%• Unlimited virtual inventory 30% 20% 10% 0%• 80:20 rule: 12% 16% 20% 24% 29% 33% 37% 41% 45% 49% 53% 57% 61% 65% 69% 73% 77% 81% 85% 89% 93% 97% 0% 4% 8% Long-tail management becomes the key % of Deals• Vertical dominance• Personalized discovery 7
  • 8. The model has always existed to serve merchants• Merchant relationships are key to long-term success• The value chain comes from their pie• Our key offering: • Massive reach, • CPA digital/social ads for barter economies • ROI marketing1) Create/Advertise deal 2) Gather customers 3) Deliver customers 4) Guarantee a result 8
  • 9. Serving merchants is reaching new sophistication *Source: Groupon IPO Roadshow Deck, Nov. 2011 9
  • 10. Some of the opportunities are the same Optimize Conversion Funnel Segmentation/Targeting *Source: Clifton, Advanced Web Metrics with Google Analytics, 2008 10
  • 11. If you buy a gourmet cooking class – Kolektiva knows you maybe more likely to buy a lot of different items:Kolektiva’s smart “inventory” for foodies:• Restaurant deals• Gastro and Culinary tours / tourism• Kitchen and cooking appliances / gadgets• Premium foodstuffs and exclusive imports• Cookbooks• Wine clubs• Groceries 11
  • 12. Kolektiva has built infrastructure for new business models • 8 CEE countries. pop 62 Mio • $10 mio invested • 3 mio subscribers • 1,5 mio registered users • $30 mio in sales • Double-triple digit growth • #1 or 2 in all countries • Clear CEE leader • Beating Groupon in RO 12
  • 13. Our first Multi-Market Deal 1 13
  • 14. Led to the spin off of an entirely new, innovative business model 14
  • 15. Travel is a massive opportunity• 40,000 room nights in Croatia alone in 2011• Exponential growth in 2012 of 300%, with 40,000 room nights in Q1 680 513 15
  • 16. With premium partners recognizing the value of ROI marketing 16
  • 17. 2012-13: Big brands will discover the power of the model • Huge regional and local reach • Hyper-targeting of user segments • Tailor-made campaigns & flexibility, or boiler-plate ad models • Digitization of BTL events/ sampling/ partnerships • Email marketing • Social sharing • And much much more! 17