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LSS'10: Perry Evans Refining the Blunt Instrument of Groupon

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Refining the Blunt Instrument of GroupOn ...

Refining the Blunt Instrument of GroupOn
Perry Evans, CEO Closely
GroupOn, and Daily Deals in general, represent the most impactful new local lead generation media play in decades. Perry will dissect and project the impact on this hot new space, examining the potential implications on search, mobile and display ad models and on SMB purchase behaviour.

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  • 1. Refining the GroupOn “Blunt Instrument”Local Social SummitNovember 18, 2010
  • 2. Topics
    The Daily Deal Phenomenon
    Small Business Viewpoint
    Daily Deals: Fast Forward
    Local Media Playbook
  • 3. Straw Poll
    Which best describes your view of Daily Deals?
    It’s an over-hyped model that is great for desperate times, but it’s not sustainable
    It’s a foundational shift, that is a BIG part of the future of local shopping
  • 4. Daily Deal Phenomenon
    Gross Revenue pacing at ~$1B, $2B 2011
    GroupOn fastest growth tech company, ever
    $600M from a few thousand local SMB’s
    150-200 daily deal sites, 400+ deals/day
    Every local media co entering in some form
    Scaling internationally
    40K+ businesses in deal distribution queue
    15+ startups aggregating deals
  • 5. The Success Formula
    Struck a chord of pent-up consumer desire
    Get out again, without the expense of 2008
    Hip to save, remove the embarrassment of coupons
    “Group” key to concept/brand, now tangential
    Struck a chord of SMB local lead frustration
    Complexity & mediocrity of media and search
    Zero risk model
    Perfect storm of timing (economy, social) + brand
  • 6. SMALL BUSINESS VIEWPOINT
  • 7. SMB Love Fest?
  • 8. No Customer List
    Deep Margin Cut
    Drive By Customer
    Lead Generation
    Success
    Pre-paid Customers
    Zero Risk
    Quantity
    & Timing Control
    SMB Viewpoint
    We Love This
    We Hate This
  • 9. Deal Design: Refinement, Complexity, Noise
  • 10. DAILY DEALS: FAST FORWARD
  • 11. SMB Social Marketing & Deals
    Consumers follow businesses for special treatment
    Deals/customer special events as mainstream social participation
    Emerging picture:
    Brand/conversationalists (edge)
    Lead marketing (scale)
    Value-added intermediation (mainstream)
    RazorFish October 2009 Study
  • 12. Key Shifts in Process
  • 13. Deals Morph with Mobile & Social: Live Social Marketing
    Promotion Use Case Expansion
    Casual offers: enticements to visit
    Events & activity announcements
    Social offers: friends/neighbor behavior
    Return visit loyalty
    Networked appointment bookings
    Real Time, Any Time: Yield Management
    Live publishing
    Mobile search & personalized discovery
  • 14. Deal Distribution: Silo > Ubiquity
    • Feed Distribution to Maps, Search, Social, LBS Partners
    • 15. API/Dev Programs
    • 16. Live Search Tags
    • 17. Live Display Feed/Ads
    • 18. Daily Deal Campaigns
    • 19. API: Consumer Apps/Sites
  • Self-serve Aims for Mainstream
    GroupOn
    Facebook Deals
    Google Places Offers
    Foursquare
    Yelp
    Twitter?
    Closely ;)
    Dashboard
    Remote Control
  • 20. The Big Ideas
    Pre-paid purchase model could be foundational
    Live social marketing can evolve to yield management for local.
    Offer content is a new shopping content layer, akin to Reviews.
  • 21. Local Media Playbook?
    Zero in on Social Promotion
    Package & Simplify Distribution
    Instigate the SMB Social Graph
    Value-added Aggregation of Local Offers.
    Search Tags. Live Offer Display. Website Widget.
    Package to Your Strengths.
  • 22. Thank You!
    Perry Evans
    Closely, Inc.
    perry.evans@closely.com
    Twitter: @perryevans
    Mobile: +303-550-1205