Where 2.0 Presentation April 20

Adapting Daily Dealsto Live LBS.Perry Evansfounder & ceo, Closely Inc.Where 2.0April 20, 2011

our vantage point

< a screen shot of a Jabber IM client app circa 2003.
Yep, we’ve been thinking about this space for awhile. >

Topics
Obligatory Industry Fanboy Slides
Small Business Viewpoint
The |Blunt| Instrument of a Deal
Where Do |Will Deals Come From?
Where Do |Will Deals Go?
Tension + Leverage

Daily Deal Phenomenon
~$3B “Captured Spend”
Hundreds (and hundreds) of daily deal sites/providers
50-100K businesses in deal distribution queue
~80M opted-in consumers

What’s The Formula
Pent-up consumer desire
Get out again, without the expense of 2008
Hip to save, remove the embarrassment of coupons
“Group” key to concept/brand, now tangential
SMB local lead frustration
Complexity & mediocrity of media and search
Zero risk model
Perfect storm of timing (economy, social) + brand

SMALL BUSINESS VIEWPOINT

SMB Love Fest?

No Customer List
Featured Distribution Position
Deep Margin Cut
Tour Bus
Consumer
Lead Generation
Success
Pre-paid Customers
Zero Risk
Quantity
& Timing Control
SMB Viewpoint
We Love This
We Hate This

Deal Design: Refinement, Complexity, Noise

Shifting Deals Towards Live/LBS

THE |BLUNT| INSTRUMENT

Mainstream Daily Deal Today
Fixed terms, time-limited offer, pre-purchase for print/mobile Voucher
Customer Name & coupon identity in “redemption document”

Mainstream LBS Today
Simple offers, accessed on check-in/place pages, fulfilled live via mobile/user action
Reward social broadcasting (implicit = sharing)
Loyalty-oriented
Modest fulfillment & tracking
Mostly trial & learn
National local chains + edge case SMB’s

Expanding the Instrument
Offers vs. Deals
Casual vs. Commerce
Specials + Activities/Events
Pre-purchased vs. Pull
Incentive vs. Reward
Public vs. Private
Open to all
Selective to:
Customers: Best, most frequent, most vocal…
Conditions: Time, events, referral, situational…

Deals shift to Self Administered Variable Value Live Social Promotional Units
Catchy, huh?
Yield management instrument
Business customized & controlled
Flexible connections to distribution
Variable Value:
Day, time parting
Conditional: 4-top, frequency, etc
Live:
Bonus alerts
API-driven bonuses

WHERE DO |WILL DEALS COME FROM?
WHERE DO |WILLDEALS GO?

Where’s the Daily Deal Money? (via @Yipit)

Check-in Propensity
[inclusive/social vs. individual/reserved]

Collapsing Distribution Silos:Stimulating Demand with/through Visitors & CustomersIntentioned, Discovered, Serendipitous
Live Search Position/Tags
Live Display Feed/Ads
Daily Deal Campaigns
Paid Places Position
Search, Map, Social, LBS Place Pages, SMB Site
API/Dev paths

We’re All Going to Live
Self-serve + live media go hand-in-hand
Mobile is the obvious instrument of choice
SMB Behavior is the big unknown
Product/design does not solve time/fear issues

Self-serve Aims for Mainstream
GroupOn Live
LivingSocial Instant
Facebook Deals
Google Places Offers
Foursquare Specials
Yelp Specials & Deals
Closely ;)
Dashboard
Remote Control

Advancing the Self-serve Model (Some of our Work @Closely)
Distribution Simplicity
Single entry live publishing across social, search/places, deal channels, business website, ad widgets
Customer selection & distribution models: view socialselect.com
Integrate self-served deals + organized campaigns
Self-serve Refinements
Remote control vs. dashboard user experiences
Create & save offers, turn on/off any time
Schedule & trigger based control of “live” and “post” actions
Shout out to Foursquare’sProgress with Specials in 3.0!

Industry Tensions to Watch
Business Involvement Challenges
Access to Owner
Time Expectations
Measures ROI against “family time”
Commerce Model Tug
Pull of pre-paid commerce models
Counter-current of live open local distribution
< clouds breaking, angel singing >

Thank You!
Twitter:
@perryevans
@closely
Email:
perry.evans@closely.com
Blog:
Closely.com/blog

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Where 2.0 Presentation April 20

by perryevans on Apr 21, 2011

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Where 2.0 Presentation April 20 — Presentation Transcript