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

    • Refining the GroupOn “Blunt Instrument”Local Social SummitNovember 18, 2010
    • Topics
      The Daily Deal Phenomenon
      Small Business Viewpoint
      Daily Deals: Fast Forward
      Local Media Playbook
    • 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
    • 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
    • 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
    • SMALL BUSINESS VIEWPOINT
    • SMB Love Fest?
    • 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
    • Deal Design: Refinement, Complexity, Noise
    • DAILY DEALS: FAST FORWARD
    • 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
    • Key Shifts in Process
    • 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
    • Deal Distribution: Silo > Ubiquity
      • Feed Distribution to Maps, Search, Social, LBS Partners
      • API/Dev Programs
      • Live Search Tags
      • Live Display Feed/Ads
      • Daily Deal Campaigns
      • API: Consumer Apps/Sites
    • Self-serve Aims for Mainstream
      GroupOn
      Facebook Deals
      Google Places Offers
      Foursquare
      Yelp
      Twitter?
      Closely ;)
      Dashboard
      Remote Control
    • 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.
    • 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.
    • Thank You!
      Perry Evans
      Closely, Inc.
      perry.evans@closely.com
      Twitter: @perryevans
      Mobile: +303-550-1205