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Strategic%20 brief
 

Strategic%20 brief

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  • 1887 – Coca Cola is the first company to use coupons – handwritten (idea of Asa Chandler who just bought the recipe for coke)1930- Depression – coupons became a staple 1957 - Nielson coupon clearing house (coupon redemption)1960’s - Nuclear scare in America – coupons gained in popularity, by 1965 ½ of all Americans were using coupons1975 – 35 billion coupons were distributed1990’s – Coupons go digital, printable coupons and coupon codes (popular b/c coupons could be printed multiple times)2011 – Coupon sites, text offers, bar code scanning
  • Andrew Mason – 30 year old music major, self taught computer programmerStarted a company called thepoint.com which was an online platform for petitioners to muster support for all sorts of causes, site worked off of advertising revenueGroupon = group + coupon (the coupon is only valid if a certain number of people buy the coupon)Started out as a blog – getyourgroupon.com where Mason would offer readers a different deal from various vendors every day

Strategic%20 brief Strategic%20 brief Presentation Transcript

  • Presented by: Nikhil Bathla (Nick)
  • 1930’1887 s 1957 1990’s 1975 1960’s 2011
  •  Andrew Mason ThePoint.com Group + Coupon Getyourgroupon.com Groupon
  • Web InterfaceMobile Applicationshttp://www.youtube.com/user/AppTVshow?v=0grdCPSl75o&feature=pyv&ad=10619466461&kw=groupon
  • Web InterfaceThe side effectshttp://www.youtube.com/watch?v=26W7-O22I7Y
  • Customer signs with Groupon Deal reaches critical mass Customers pay Groupon Groupon Customer features redeems deal coupon at Merchant Groupon pays merchant Groupon decides signs up which deals are merchant share featured in a ZIP code area Payments spread out in 3 installments over lifecycle of deal, leading GrouponNotable sources: with negative working capital http://primitus.com/blog/whats-the-secret-success-of-groupon/
  •  Perfect Entry Timing Customers get used to email marketing; T he rise in social commerce; Declining performance of traditional marketing; Simple Technology Don’t need a load of extra technology; A few actions on Groupon’s website: receive deals by email; connect through Facebook; view latest deals; the option join their friend referral scheme;http://www.groupon.com/greater-toronto-area/?sd=d62ad8
  •  Smart Marketing Strategy - Sharing Special discounts; Businesses also love this idea of sharing - a large group of consumers who are looking to spend ; A risk-free promotion;
  •  Customer Acquisition Strategy – Word of Mouth Facebook ads to always get customer’s attention; Friend referral scheme;
  •  Business Model Legal Risks Competition Repeat Customers & Targeting Deal Fatigue Financial Problems Accounting Issues
  • Company CommentsYelp • Experimenting with ‘Daily Deals’ • Has large distribution, and authority through customer ranking of businessLivingSocial •Leverages large online communityBuyWithMe •3rd largest funded start-up to-date after Groupon and LivingSocialGoogle • Google’s advertising model still considered complementary to Groupon, but competition could increase if advertisers use Groupon for marketing • Could leverage AdWords technology to compete • Location aware sreach on mobileEbay • Maximizes price per unit as opposed to increasing the number of units for a given price • Distribution deal with Groupon announced in October 2010Yahoo • Could leverage lead in email toward Groupon coupons • Reportedly made an offer for Groupon in October 2010Local • Can leverage existing relationships with advertisers • Salesforce already on the groundnewspapers • Partnering may be the better options to retain relationship with advertisersFacebook • Rumored to be testing the addition of Groupon-style discount offers to Facebook Places
  •  RestructureTheir Payment Procedure Change Their Percentage Split Transparency Accounting