eBay University Presentation for JCK Las Vegas Show


Published on

This is the presentation I created for eBay University at the JCK Show in Las Vegas (2006)

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Good afternoon and Welcome everybody Thank you very much for taking time out of your busy schedules to learn about eBay My name is Patrick Jabal – I’m here today with about 20 of my colleagues from eBay and PayPal Most of us work up in San Jose, where eBay was founded a little over 9 years ago Since then eBay has grown to have more than 8,400 employees in office around the world My responsibility at eBay is to manage eBay’s Computers and Networking categories – a sliver of the overall eBay marketplace As a Category Director my job, and that of my team, is to make sure that eBay is meeting the needs of buyers and sellers of Computer and networking hardware and software I work with colleagues in teams organized just like mine, to manage a range of eBay categories from clothing to sporting goods to cars to Jewelry - we have several categories represented here today But enough about me. How many of you have bought or sold an item on eBay before? May I see a show of hands please? How many of you already sell on eBay for your business? To those of you who are already selling on eBay I say Welcome, and thank you, but you should know that today’s presentation is intended to provide an overview of eBay for people who don’t yet know much about eBay… if you’re already selling on eBay chances are you’ll be familiar with most of what we’re going to cover in the next hour or so How many of you wake up in the morning and go to bed at night thinking about new ways to grow your profits? Many hands… Prior to eBay I spent 12 years running 2 small businesses – one was a computer hardware company, and the other was a software company – and I can tell you that I spent a lot of time thinking about new ways to grow my businesses Before we take a look at the agenda together I’d like everybody to consider the following question: When was the last time you had a new idea to grow your business… a real new idea… not simply a new customer, or new product, or new service, but en entirely new way of doing things either instead of or in addition to what you’re already doing in your business? So hope is that for many of you on attending today, is for eBay to be your big new business growth idea for 2004 and 2005. Now let’s get started by taking a look at today’s agenda
  • eBay University Presentation for JCK Las Vegas Show

    1. 2. <ul><li>2006, eBay Inc. All rights reserved. </li></ul><ul><li>No part of these materials may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior permission of eBay Inc. </li></ul><ul><li>eBay and the eBay logo are registered trademarks of eBay Inc. </li></ul><ul><li>PayPal and the PayPal logo are registered trademarks of PayPal Inc. </li></ul><ul><li>Skype and the Skype logo are trademark of Skype Limited. </li></ul><ul><li>Other brands and trademarks are the property of their respective owners. </li></ul><ul><li>Please do not take our picture or record the class without asking permission </li></ul><ul><li>Thank you so very much for attending this presentation. </li></ul><ul><li>Please turn off cell phones. </li></ul><ul><li>Write questions down for the Q&A which will be at the end. </li></ul>
    2. 3. <ul><li>What is eBay? </li></ul><ul><li>Jewelry & Watches on eBay </li></ul><ul><li>Basics of an eBay listing </li></ul><ul><li>Getting your products ready </li></ul><ul><li>Getting started on eBay </li></ul><ul><li>Sign up for Seller On Ramp / Q&A </li></ul>
    3. 4. Marketplaces - #1 Payments – #1 Communications - #1 craigslist ® TM
    4. 5. Company C2005E Revenue <ul><li>Wal-Mart </li></ul><ul><li>Carrefour </li></ul><ul><li>Metro </li></ul><ul><li>Kroger Co. </li></ul><ul><li>Ahold NV </li></ul><ul><li>Costco Wholesale Corp. </li></ul><ul><li>Target Corp. </li></ul><ul><li>eBay GMV </li></ul><ul><li>Walgreens </li></ul><ul><li>Safeway Inc. </li></ul>$285B $92B $72B $56B $54B $53B $47B ~$44B $42B $38B Source: Morgan Stanley Retail Research, eBay Q3-05 GMV run rate
    5. 6. Site eBay Amazon Target Shopzilla.com Shopping.com Wal-Mart Stores Yahoo! Store Overstock.com Yahoo! Shopping NexTag Rank 1 2 3 4 5 6 7 8 9 10 Unique Audience (K) 53,206 39,020 17,646 17,507 16,788 16,164 15,482 14,097 11,173 10,769 Web Page Views (K) 14,325,260 1,824,834 364,929 114,891 116,073 484,573 226,449 321,860 84,266 54,873 Visits Per Person 9.81 3.37 1.95 1.46 1.55 2.05 1.84 2.16 1.52 1.45 Note: eBay traffic excludes PayPal traffic; traffic also excludes traffic to corporate websites Source: Monthly traffic data from NetRatings Multi-category Commerce, October 2005 data
    6. 7. end-of-life used/vintage new/scarce in-season retail Product launches and Limited runs Closeouts, and Refurbished Used, and Collectible New in-season, and Returns <ul><ul><li>Acquire new customers (consumers and businesses) </li></ul></ul><ul><ul><li>Turn over inventory faster </li></ul></ul><ul><ul><li>Test demand for new products </li></ul></ul><ul><ul><li>Move items that aren’t selling through other sales channels </li></ul></ul><ul><ul><li>Get more for product returns </li></ul></ul><ul><ul><li>Liquidate out-of-season stock </li></ul></ul><ul><ul><li>Manage asset or inventory disposition for others </li></ul></ul>
    7. 8. 1997 1998 1999 2000 2001 2002 2003 31% year-over-year increase 125k+ registered users per day 2004 2005 2006 Million 193 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1
    8. 9. <ul><li>What is eBay? </li></ul><ul><li>Jewelry & Watches on eBay </li></ul><ul><li>Basics of an eBay listing </li></ul><ul><li>Getting your products ready </li></ul><ul><li>Getting started on eBay </li></ul><ul><li>Sign up for Seller On Ramp / Q&A </li></ul>
    9. 10. A diamond ring is sold every two minutes More than two watches are sold every minute Q1-06 annualized Gross Merchandise Volume (GMV) for the Jewelry & Watches Category was $1.7 billion eBay hosted a fashion suite for celebrities and stylists to visit before the Academy Awards
    10. 11. <ul><li>The new eBay bridal destination is located at www.ebay.com/bridal </li></ul><ul><li>Shoppers can find product and educational information </li></ul><ul><ul><li>All wedding jewelry including engagement rings, necklaces, watches and more </li></ul></ul><ul><li>Buyers can shop using multiple parameters at once </li></ul><ul><ul><li>for example, a two carat diamond engagement ring, emerald cut, set in white gold with tapered baguettes </li></ul></ul>
    11. 12. <ul><li>New Watch destination: www.ebay.com/watches </li></ul><ul><li>Shoppers can find product and education information </li></ul><ul><li>Shoppers can focus on the type of watch they want-- luxury, fashion or value </li></ul>
    12. 13. New Designer Jewelry Selling Zone www.ebay.com/selldesignerjewelry New Watch Selling Zone www.ebay.com/sellwatches
    13. 14. <ul><li>What is eBay? </li></ul><ul><li>Jewelry & Watches on eBay </li></ul><ul><li>Basics of an eBay listing </li></ul><ul><li>Getting your products ready </li></ul><ul><li>Getting started on eBay </li></ul><ul><li>Sign up for Seller On Ramp / Q&A </li></ul>
    14. 15. <ul><li>Many different categories of merchandise </li></ul><ul><li>Sellers list items one at a time or in bulk, at fixed or dynamic (auction) prices </li></ul><ul><li>Buyers pay sellers directly </li></ul><ul><li>Sellers ship the merchandise after getting paid </li></ul><ul><li>Buyer and Seller leave feedback for each other </li></ul>Buyers and sellers meet and transact on eBay
    15. 17. <ul><li>Access to the Store Inventory Format </li></ul><ul><ul><li>Longer Duration (30 days or indefinitely) </li></ul></ul><ul><ul><li>Lower Insertion Fees </li></ul></ul><ul><ul><li>Powerful marketing and analysis tools </li></ul></ul><ul><li>Powerful customization features to establish your brand </li></ul><ul><li>Available live customer support M-F 6am – 6pm PDT </li></ul><ul><li>Talk to us today or visit www.ebay.com/stores </li></ul>
    16. 18. Insertion Fee Success-Based Commission $0.25 - $4.80 per listing 1.5% - 5.25% + eBay’s fees are based on two main elements: Examples of eBay fees on popular Jewelry & Watch Products: 3.2 % $9.56 $300 Chronograph watch Total % eBay Fees Sales price Product 4.1 % $2.06 $50 Fashion silver earrings 2.9 % $32.81 $1,100 Diamond ring
    17. 19. <ul><li>What it is </li></ul><ul><ul><li>eBay’s preferred online payment service integrated seamlessly into eBay listings </li></ul></ul><ul><li>How it works </li></ul><ul><ul><li>Integrated into eBay listings </li></ul></ul><ul><ul><li>Your buyer simply clicks a button in the Item Listing and is led through the Checkout process. </li></ul></ul><ul><li>Benefits </li></ul><ul><ul><li>Easy for buyers, easy for sellers </li></ul></ul><ul><ul><li>You can provide buyers a method to accept online payments securely </li></ul></ul>
    18. 20. <ul><li>Feedback Forum </li></ul><ul><ul><li>Everyone has a reputation </li></ul></ul><ul><ul><li>Interested parties immediately read comments </li></ul></ul><ul><li>Fraud Protection Program </li></ul><ul><ul><li>eBay </li></ul></ul><ul><ul><li>PayPal Buyer Protection $1,000 </li></ul></ul><ul><li>Third-party Services </li></ul><ul><ul><li>SquareTrade </li></ul></ul><ul><ul><li>ID Verify </li></ul></ul><ul><li>Dedicated Support </li></ul><ul><ul><li>Trust & Safety </li></ul></ul><ul><ul><li>Community Watch – YOU! </li></ul></ul>
    19. 21. <ul><li>ProStores is integrated with eBay and PayPal, but unlike eBay Stores: </li></ul><ul><li>No eBay branding, fully customizable </li></ul><ul><li>Own domain name (http://www.yourstorename.com) </li></ul><ul><li>Full e-commerce solution (shopping cart, credit card processing, etc) </li></ul><ul><li>Must drive your own traffic </li></ul>Talk to us today or visit http://www.prostores.com
    20. 22. <ul><li>What is eBay? </li></ul><ul><li>Jewelry & Watches on eBay </li></ul><ul><li>Basics of an eBay listing </li></ul><ul><li>Getting your products ready </li></ul><ul><li>Getting started on eBay </li></ul><ul><li>Sign up for Seller On Ramp / Q&A </li></ul>
    21. 23. <ul><li>This is a business like any other </li></ul><ul><ul><li>There are (or will be) competitors </li></ul></ul><ul><ul><li>You have to stay ahead, and do better than they do </li></ul></ul><ul><ul><li>There will be costs--it’s a part of doing business </li></ul></ul><ul><ul><li>Don’t get too married to one way of doing things </li></ul></ul><ul><ul><li>Don’t flood the market with an item </li></ul></ul><ul><li>It’s about profit and loss </li></ul><ul><ul><li>Not every item has to make money </li></ul></ul><ul><ul><li>There are no sure things </li></ul></ul><ul><ul><li>Business is risky </li></ul></ul><ul><ul><li>Loss “leaders” can build your customer base </li></ul></ul>
    22. 24. <ul><li>As with any business, you will have to contend with competitors </li></ul><ul><li>Find a niche that sets your business apart from others </li></ul><ul><li>Work on unique supply that helps you stay competitive </li></ul><ul><li>Provide a money-back guarantee and superior service to catalyze your sales and keep buyers coming back for more </li></ul><ul><li>Use an eBay Store to offer a variety of other items </li></ul><ul><li>Offer free shipping and/or combined shipping discounts to encourage multiple purchases </li></ul>
    23. 25. <ul><li>Strategize your business plan before you dive into selling online </li></ul><ul><li>Make certain you fully understand the different selling formats and listing options </li></ul><ul><li>Obtain professional help from eBay to ensure success from the very first day you start </li></ul><ul><li>Be prepared to grow your business over time--there is no get rich quick scheme when using eBay! </li></ul>
    24. 26. <ul><li>Discover the latest trends, popular searches </li></ul><ul><li>and successful Stores at pulse.ebay.com </li></ul>
    25. 27. <ul><li>Benefits </li></ul><ul><ul><li>ASP guidance </li></ul></ul><ul><ul><li>Shipping price guidance </li></ul></ul><ul><ul><li>Global – price trends for global sites </li></ul></ul><ul><ul><li>Top searches by site or specific category </li></ul></ul><ul><ul><li>Accessible online </li></ul></ul><ul><ul><li>Data for up to 90 days for Pro subscribers </li></ul></ul><ul><ul><li>Plans that cost between $2.99 and $24.99 </li></ul></ul>Talk to us today or visit http://www.ebay.com/marketplace_research
    26. 28. <ul><li>Well-written, precise and honest descriptions will help buyers make a decision to purchase your item </li></ul><ul><li>Superior photography is the norm these days—work towards the best images you can create and invest in good lighting and camera solutions to improve your sales </li></ul><ul><li>Bonding and returns policies increase value to your buyers </li></ul><ul><li>A friendly and welcoming tone to your auction text will invite buyers into your eBay business </li></ul><ul><li>Keep policies and terms simple </li></ul><ul><li>When listing diamonds, it is important to mention the four Cs and any certification (which helps you sell more and bigger ticket gems!) </li></ul>
    27. 29. <ul><li>eBay buyers can narrow their searches and find their prized purchases more expediently using the Product Finder </li></ul><ul><li>When listing your items, you will be given the option of entering specific information that will match buyers to your listing </li></ul><ul><li>Item Specifics provide a more satisfying buyer experience, create higher bids on your merchandise and attract more bids </li></ul>
    28. 30. <ul><li>You can attract buyers with auction-style listings and low starting prices </li></ul><ul><li>You should move higher-margin and slower-moving inventory using Buy it Now formats </li></ul><ul><li>Free shipping can attract more buyers </li></ul><ul><li>Using auction-style listings with Buy it Now added can bring in different types of buyers within the same listing </li></ul><ul><li>Try different techniques until you achieve the “mix” that works best for your own business </li></ul>
    29. 31. <ul><li>Lighter items such as jewelry lend themselves to flat-rate shipping for both domestic and international buyers </li></ul><ul><ul><li>Offering flat-rate shipping improves the buyer experience and simplifies their decision </li></ul></ul><ul><li>The United States Postal Service offers free boxes when using Priority Mail ® </li></ul><ul><li>When shipping internationally, be sure to purchase insurance and tracking </li></ul><ul><ul><li>Express Mail ® offers an affordable way to ship jewelry across the globe with the fewest number of delayed or lost parcels </li></ul></ul><ul><li>Faster shipping methods make your buyers happier </li></ul><ul><li>Offer several options to appeal to each type of buyer </li></ul>
    30. 32. <ul><li>Supercharge your listing with optional eBay Listing Upgrades </li></ul><ul><li>The most popular are: </li></ul><ul><ul><li>Gallery </li></ul></ul><ul><ul><li>Bold </li></ul></ul><ul><ul><li>Highlight </li></ul></ul><ul><ul><li>Listing Designer </li></ul></ul><ul><ul><li>Subtitle </li></ul></ul><ul><ul><li>Border </li></ul></ul><ul><ul><li>Featured Plus </li></ul></ul><ul><li>There are other features that you can discover during your telephone consultation with eBay </li></ul><ul><li>These options are revealed to you during the item listing process </li></ul>
    31. 33. <ul><li>Just as with any business, customer service is very important </li></ul><ul><li>Be sure to answer all buyer questions with speed and courtesy </li></ul><ul><li>Take great care with photos and descriptions so that the buyer receives exactly what they expected </li></ul><ul><li>Ship promptly and offer some form of guarantee to help improve your total sales and repeat business </li></ul><ul><li>Leave good buyers some positive feedback! </li></ul>
    32. 34. <ul><li>It is important to provide honest and accurate descriptions of what you are selling </li></ul><ul><li>eBay has a few easy-to-follow policies regarding the listing of precious metals and gemstones which are there to protect buyers and keep eBay a safe place to trade </li></ul><ul><li>There are other policies that you will be required to follow and eBay can provide you with more assistance during your telephone consultations </li></ul>Learn more at http://pages.ebay.com/help/policies/jewelry.html
    33. 35. <ul><li>What is eBay? </li></ul><ul><li>Jewelry & Watches on eBay </li></ul><ul><li>Basics of an eBay listing </li></ul><ul><li>Getting your products ready </li></ul><ul><li>Getting started on eBay </li></ul><ul><ul><li>Sell by yourself </li></ul></ul><ul><ul><li>Partner with a third party to help you sell </li></ul></ul><ul><ul><li>Partner with a third party to sell on your behalf </li></ul></ul><ul><li>Sign up for Seller On Ramp / Q&A </li></ul>
    34. 36. <ul><ul><li>Understand seller’s business, opportunity, and goals </li></ul></ul><ul><ul><li>Provide structured, customized consulting to guide your entire eBay experience </li></ul></ul><ul><ul><ul><li>Research and listing best practices </li></ul></ul></ul><ul><ul><ul><li>Tools & PayPal </li></ul></ul></ul><ul><ul><ul><li>Marketing strategies </li></ul></ul></ul><ul><ul><ul><li>Opening an eBay Store </li></ul></ul></ul><ul><ul><ul><li>Help with choosing the best resources </li></ul></ul></ul>Consulting high potential sellers with personalized, actionable advice <ul><ul><li>Assign actionable next steps to improve seller’s success </li></ul></ul>Sign up after the session
    35. 37. <ul><li>Who they are </li></ul><ul><ul><li>Experienced eBay sellers list your inventory for a fee </li></ul></ul><ul><li>How it works </li></ul><ul><ul><li>Search in the eBay Trading Assistant Directory to locate a TA </li></ul></ul><ul><ul><li>Assess TAs through their online profiles </li></ul></ul><ul><ul><li>Contact a TA to arrange product pick up, terms of sale </li></ul></ul><ul><li>The benefits to you </li></ul><ul><ul><li>Save time and effort </li></ul></ul><ul><ul><li>Take advantage of selling expertise </li></ul></ul><ul><ul><li>Generate additional sales </li></ul></ul>Talk to us today or visit www.ebay.com/ta
    36. 38. <ul><li>What it is </li></ul><ul><ul><li>Third party companies with expertise and experience in helping others start & grow eBay businesses and use eBay as a sales channel </li></ul></ul>Talk to us today or visit http://solutions.ebay.com Customer Service/Support Integration with your solutions Marketplace Strategy Consulting eBay closed listing sales data solutions Reverse Logistics Custom Development Fully-outsourced turnkey eBay business management Merchandising solutions (Cross-Sell & Upsell) eBay Business Setup eBay & Multi-channel listing solutions Non-Technical Services Technical Services <ul><li>Benefits </li></ul><ul><ul><li>Save time and effort </li></ul></ul><ul><ul><li>Start selling fast </li></ul></ul><ul><ul><li>Leverage external experts to grow your business </li></ul></ul><ul><ul><li>Concentrate on what you want to do & outsource the rest </li></ul></ul>
    37. 39. <ul><li>What is eBay? </li></ul><ul><li>Jewelry & Watches on eBay </li></ul><ul><li>Basics of an eBay listing </li></ul><ul><li>Getting your products ready </li></ul><ul><li>Getting started on eBay </li></ul><ul><li>Sign up for Seller On Ramp / Q&A </li></ul>
    38. 40. <ul><li>Sign up today for a free phone consultation with Promotion Code “JCK2006.” This $500 value is FREE to all seminar attendees </li></ul><ul><li>For information on the other programs covered today: </li></ul><ul><li>Seller On Ramp Sign up today or call 1-866-304-EBAY using “JCK2006” </li></ul><ul><li>Stores Visit http://www.ebay.com/stores </li></ul><ul><li>ProStores Visit http://www.prostores.com </li></ul><ul><li>Trading Assistants Visit http://www.ebay.com/ta </li></ul><ul><li>Certified Providers Visit http:// solutions.ebay.com </li></ul><ul><li>Private Marketplace Visit http:// www.ebay.com/privatemarketplace </li></ul>