Presentaties tijdens E-Shop Expo in Tour & Taxis Brussel

1. Lean Ecommerce
Get your ecommerce off the ground using the ‘Lean startup’
methodology
Alexandre Vandermeersch
E-shop expo 2015 – March 18 2015

2. About Odoo (ex- OpenERP)
o #1 Most installed Business software suite
(2,000 new companies per day)
o 2,000,000 users
o 550+ partners in 110 countries
o UK office opening in 2015!

3. About the ‘Lean startup’ movement
“A start up is a commercial structure organized by
people who are looking to create a new product or
service within conditions of extreme uncertainty”
Eric Ries

4. And for Ecommerce ?
Ecommerce has more uncertainty than a
traditional ‘brick & mortar shop’:
• Global audience but…global competition
– even more differentiation needed
• Lots of operating model options:
purchase, assortment, delivery, service,…
• Lots of marketing options to get visibility

5. Key ‘Lean’ principles
MVP
VoC
‘Waste’
‘Kaizen’
• ‘Minimum Viable product’
• Listen to the Voice of the Customer
• Find out what IS adding value and
eliminate what is NOT adding value
to the customer
• Continuous improvement on rapid
iterations

6. So what you need to do:
MVP
VoC
‘Waste’
‘Kaizen’
• Find out potential customers and check whether
you add value to them…with something real in their
hand
• You business plan is full of very uncertain
hypothesis – you need to (in)validate them with real
life data
• You should conduct small experiments with a
feedback cycle of less than a month so that you
validate hypothesis, change them or pivot
• Do some research on frustrations/problems then do
something online, fast, to learn fast

7. 1. MVP
Nick Swinmurn, Zappos founder:
• Didn’t know if people were
ready to buy shoes online
• Put up a simple site with an
agreement to buy from local
shops
• Found out people were ready
to buy IF the service was great

8. 1. MVP
• Create a Website in a few minutes
with drag & drop
• Use ‘on page’ editing options to
test multiple scenarios
• Get your intended value
proposition out there

9. 1. MVP - case
Boogaerts (Odoo Client) is producing heating systems for large
places (eg. Warehouse) – would people buy accessories online ?

10. 1. MVP - Case
In a few clicks
part of his
inventory was
available online
from his Website
He could then
assess how strong
the real demand
was, at no risk

11. 2. VoC – live chat & survey
70% of Odoo
prospects are
more likely to
buy after a
Webinar!
Live chat enables to convert more
visitors into clients than calling leads

12. 2. VoC : crowdfunding

13. 3. Waste - eliminate
Two types of waste:
• Doing something the
client does not care
about
• Taking too much
resources/overhead for
something the client
does care about
Find out the frustration,
make hypothesis, do a
small experiment: stop or
scale
‘Agile’ – avoid investing in
big consulting /
implementation and
overhead but favor rapid
iterations

14. 3. Limit waste - Kanban

15. 3. Limit waste - Inventory
Stock management can kill your business: start with light
options (e.g drop shipping) then move to more complex
management as you grow

16. 3. Examples – ‘SEO’ pages
Optimize pages for Search results:
put keywords that people are
looking for !
Make sure you target ‘good’
volume with Low/Medium
competition (check Ad Words)
Odoo CMS SEO
AdWord keyword planner

17. 3. Examples – A/B testing
Two versions of a page, with e.g: 50% of visitors view version
A, 50% version B:
• What converts best ?
• Where do people click ?

18. 3. Measure!

19. 3. Examples – Full tracking
Odoo Direct team is
based on ‘inside sales’ –
we sell mostly on the
phone to leads acquired
on the Website
(inbound)
All marketing
campaigns are tracked
within Odoo CRM from
their UTM (URL
parameters). After a few
months, we
kill/expand/adjust what
paid off and what did
not

20. Step by step
Is there demand ?
Limited investment to
test demand and learn
from it
1
2
3
Can I build a scalable
model ?
Optimise to start getting
volume: SEO/SEA,
assortment, service
Scale it!
Larger investment to
scale with the demand
Online site : off the shelf
integration
Optimized online site
‘On premise’, custom
integration
Odoo is used by small to large
companies online & on
premises and scale with you
Sponsored content

21. All you need to remember
MVP
VoC
‘Waste’
‘Kaizen’
…and Odoo!

22. Odoo
sales@odoo.com
+32 (0) 2 290 34 90
www.odoo.com
R&D and services office
Chaussée de Namur 40
B-1367 Grand Rosière
Sales office
Avenue Van Nieuwenhuyse 5
B-1160 Brussels
Thank You
Send your input at av@odoo.com or @alexvdm