2. Agenda
• 1. Meet the curtain raisers
• II. Cognitive dissonance
• III. 3 bottlenecks to progress
–User interfaces
–Customer service
–Payment systems
• IV. Conclusions
• V. A new hope?
• VI. Q & A
3. Meet the curtain raisers
@abarrera @luisriverag
Addicted to Silicon Valley, Wrote business plans with
returns every year to cope clickballs before dotcom
with Spain burst
Founder @Inkzee and Startup advisor and investor
Resident Hacker @OkuriVentures and
@TetuanValley @TetuanValley
alwaysnewmistakes.com luisriverag.com
Reward $100k
4. “buying and selling of products or
services over electronic systems
such as the Internet and other
computer networks”
Wikipedia
5. “[...] Commonly associated with web
applications that facilitate interactive
information sharing, interoperability,
user-centered design and collaboration
on the World Wide Web.”
Wikipedia
5
6. Cognitive dissonance
The excuse Reality
• Visitors don’t come to • Your proposal is wrong,
my site because Internet even the smallest niches
usage is low and the can be profitable online
advertising agency
ripped us off • Site blinks “I’m going to
• Spaniards don’t like to spam you”
enter their contact
details
• User experience is so
• People don’t complete
bad only hackers can find
purchases because they their way through some
are afraid of entering websites
their credit card
62. • e-Commerce doesn’t work in Spain because
customer experience and payment systems are
subpar
• Real success cases have quickly shifted to larger
markets (Privalia vs Barrabes) but most of us still
“think small”
• We are missing out the Latin American
opportunity
