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The Key Factors for Building Your e-business. - Mark Iverson - Digital River
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The Key Factors for Building Your e-business. - Mark Iverson - Digital River

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The Key Factors for Building Your e-business. - Mark Iverson - Digital River

The Key Factors for Building Your e-business. - Mark Iverson - Digital River

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    The Key Factors for Building Your e-business. - Mark Iverson - Digital River The Key Factors for Building Your e-business. - Mark Iverson - Digital River Presentation Transcript

    • Digital River, Inc.
      Mark A. Iverson- Group Vice President, DR globalDirect
      Email- markiverson@digitalriver.com
      Phone Number- +1-952-253-1234 ext 38583
      Mobile- +1-612-669-0613
    • E-Commerce transactions on a typical day- 300,000 enduser transactions in total!
    • To be successful you need to target the largest ecommerce markets
    • The Key Factors for Building Your e-business.
    • Go to Market Strategies
      You can go to market with your product or service in an ecommerce environment with very little investment
      You can build a brand by using basic marketing techniques
      Distribution is the key to success in building your brand
      By building an online business, you can save costs and gain efficiencies that are extremely scalable
    • This Presentation will be available at www.developer-resource.com
      Thank you
      Mark Iverson, group vice president, DR globalDirect
      Email- markiverson@digitalriver.com
      Phone Number- +1-952-253-1234 ext 38583
      Mobile- +1-612-669-0613
    • Appendix
    • Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION
      Introduce myself
      Digital River is the worlds largest ecommerce service provider for software and technology companies in the world. We have over 30,000 clients globally and I am here today to share with you some of the data and trends we see happening with our clients on a global level.
      The data that I am showing you is proprietary to DR
    • How many people in the audience manage or work for a software or technology company?
      How many of you have a company with a website?
      How many of you have a website that is commerce- enabled? Meaning that you can sell your products or services online.
      Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION
    • If one were asked where on line transaction occur the most, it is no big surprise. North America and Western Europe are clearly where all the software and technology online purchases are happening
      Over the past 3 years we have noticed a significant up-tick in transactions in the APAC region of the world
      However, we are seeing more of this activity increase from our maturing SMB clients
      One thing that we find very often, is that most start ups feel more comfortable selling into their own country even though it is not the country with the most sales opportunity
      The next slide will show you where most of the consumers are purchasing software and technology services online and what country they are purchasing in
      Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION
    • Now you know where the consumers are located. It is a completely different snapshot compared to where the vendors are located. Here is the percentage of revenue generated by our vendors and where they are from:
      This means that if your company is not based in the US or EU, the biggest opportunity for success is outside our your native country
      The best way to reach enduser and your highest potential for success is to market your products to the west.
      The easiest and most efficient way to do this is through ecommerce. It is you biggest opportunity for success!
      Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION
    • Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION
      The Top Tools in Your Go to Market Global Strategy
      Affiliate Marketing- 15%-30% Incremental Revenue- Pay as you go! No upfront investment
      Affiliates are “sales people” you do not have to pay until they sell something for you
      Most effective way to have your product placed in many places and increase enduser exposure for your product or brand
      Affiliates are the best way to drive traffic to your online store
      Make sure you are competitive in your commission payouts to affiliates
      More compelling offers get promoted more often
      Paid Search- 7%-10% Incremental Revenue
      “pay as you go” advertising
      Easy to manage and you can create limits
      Do not compete with the larger players in your space for ad words, it is too expensive (think differently)
      90% of our clients use Paid search in some form
      Organic Search- Time investment, no start up dollars needed!
      Is the cheapest method of generating sales and is necessary for all start ups
      Probably the most overlooked method of online marketing
      Make sure you understand how the search engines work in your geographies you are marketing to
    • Notes- WILL NOT BE DISPLAYED IN THE PRESENTATION
      The Top Tools in Your Go to Market Global Strategy
      Free Trial- 2%-5% Incremental Revenue- Pay only when a download or transaction happens!
      Helps generate word-of-mouth marketing and testimonials
      Is completely free to endusers
      Make sure to limit access or limit time and then have a call to action to purchase
      Advertising- 3%-15% Incremental Revenue
      Most expensive and inefficient form of brand building
      Some models are pay for performance, these work best for start ups
      Becomes more effective and efficient as your brand gets bigger
      Email- 8%-12% Incremental Revenue
      Very targeted marketing vehicle
      Good way to continuously communicate to your endusers
      Utilize to continue a relationship with our customers
      A/B Testing- 5%-10% Incremental Revenue
      Easy to implement
      Continuously test your site, cart offers
      Find a champion and conduct another test
    • Your online business starts with a product or service…and a relationship
      Product
      Make sure there is a want or need for your product or service that you are marketing to
      Make your product better or different than the competition
      Be sure to create value or a perceived value
      Competitive Pricing
      Be aggressive but not too aggressive
      Western endusers perceive higher prices mean higher quality
      Be competitive on your commissions
      Be aware of what commissions your competition is paying their resellers and affiliates
      Use coupons or rebates to show incremental value
      Always call out your MSRP when advertising, then call out the savings
      Distribution
      The most important part of brand building
      The more people see your product, the better chance you have to sell it
      Leverage affiliates and download sites- consider this “free distribution”
      Marketing Message and Positioning
      Call yourself out versus your competition…say what makes your product or service better
      Communicate any positive reviews or recommendations
      Submit your product s for review on a regular basis
      Utilizes press releases, RSS, newsletters and email campaigns to cultivate an ongoing relationship with your endusers