Business case etsy; bell


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Business case etsy; bell

  1. 1. Business Case: EtsyRio BellMarketing 476
  2. 2. History Created in 2005 by asmall company callediospace Founded by RobertKalin, Chris Maguire andHaim Schoppik Currently located andworking in Brooklyn, NewYork
  3. 3. Overview Etsy is an e-commerce marketplace specializing inhandmade items, vintage items (20 years and older)and craft supplies It also serves as an online community/social media site allows you to create and manage a personal profile creates easy communication with Etsy’s ever-growingcommunity of over 15 million people worldwide
  4. 4.  With a free account you can browse many categories suchas: art, home, women, men, kids, vintage, weddings, craft suppliesand gifts In each category there is a large variety of different types ofitems you can browse and purchase ex. under Art you can browse paintings, prints, posters,drawings, objects, etc.
  5. 5.  If you wish to sell items orcreate a business on Etsyyou can open an Etsy Shop No membership fees List an item for $0.20 When the item has soldEtsy collects a 3.5% fee onthe sale price
  6. 6. Structure Etsy has adecentralized/collaborativeorganizational structure A decentralized organizationis self-governing, self-organizing, adaptive, non-linear complex organization It works by distributing thepower among the company’scommunity of buyers andsellers
  7. 7.  Each individual on Etsy has a profile, a conversationspage, favorites and followers As a buyer you can browse and purchase items from otherindividuals with Etsy accounts As a seller you can list products for sale from your accountthat can be purchased by another individual through the Etsysite Anyone can ‘favorite’ an item they like or want
  8. 8. Etsy’s Ecosystem Partnerships Mall stores such as Nordstrom andWest Elm with new business-to-business platform: Etsy Wholesale Twitter offers an etsyday withspecial offers and promotions StoreYa to help sellers marketproducts on their social media TaskRabbit to help sellers producemore products in less time
  9. 9.  User base The millions of people worldwide who have registered totrade crafts and vintage items in this e-commercemarketplace Key competitors Large scale e-commerce websites such as Amazon andeBay Companies such as DaWanda, Bonaza, iCraft andArtfire that specialize in art and fashion Other competitors consist of local artists, festival/fairmarketplaces, boutiques and craft supply stores
  10. 10.  Stakeholders Etsy users who have created their business through the onlinemarketplace website Employees who run the website in New York and offices in theUnited States and Europe Received funding from Union Square Ventures, Hubert BurdaMedia and Jim Breyer Supported through Facebook, Twitter and Pinterest It’s easy to share Etsy finds with friends and followers onFacebook and Twitter Many Etsy items for sale can be found on Pinterest
  11. 11. Assets/ToolsAssets Created a unique online marketplacespecializing in homemade goods, vintageitems and crafting supplies New partnerships with companies to helpuser’s productivity and increase traffic flow tothe site Member information acquiredTools An easy to use and well established website A fun and customizable mobile application
  12. 12. Funding Funding Angel Investor: CaterinaFake (now Chairman ofthe Board of Etsy) Series D, Series E andVenture Round Funding Received funding fromUnion Square Ventures,Hubert Burda Media andJim Breyer
  13. 13. Production Production Individual production:buying and selling ofgoods is performed bythe users of Etsy
  14. 14. Distribution Distribution Niche Goods: focuses on amarket of homemadegoods, vintage items andcrafting supplies Consumer-to-consumer:users buy and sell goods toeach other on this onlinemarketplace
  15. 15. Revenue Revenue from transactions Obtained from the sellers $0.20 per product listing 3.5% of the final sale (Broker’sFee) Obtained from the buyers Receives 3.5% of the buyer’spurchase Directed from other websites(mainly social media platformssuch as Twitter and Pinterest)
  16. 16. Intellectual Property Intellectual Property While Etsy does not have a logoor own a distinct brand name itdoes have a a Copyright andIntellectual Property Policy forthe users (buyers/sellers) of it’swebsite To view the policy click here
  17. 17. Employee Benefits Health benefits Provides family anddomestic partner benefits $100 credit per employeeon Etsy to decorate theirworkspace Generous time off Weekly company meal
  18. 18. Works Cited