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SMX East: Doing Offers Right

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  • Trends from the last two years, and extrapolating from those trends talking a look at what’s to come – how daily deals and what I’ll call now, Local Ecommerce will eventually be a major market, representing a sizable chunk of all local spending
  • One of my favorite slidesShaped up very similar to the ad tech landscape
  • When I talk about sustainability, I’m talking about sustainability for the entire industry. I’m not talking about issues highlighted in the Groupon S-1 – those issues highlighting possibly deteriorating business metrics in their oldest metros speed only to the ‘margin’ of these wildly profitable businesses – what I’m here to talk about today is that the the overall spend in this category will continue to grow at a rapid paceWhat can stop this? If merchants aren’t getting a satisfactory channel for acquisition of new customers
  • When I talk about sustainability, I’m talking about sustainability for the entire industry. I’m not talking about issues highlighted in the Groupon S-1 – those issues highlighting possibly deteriorating business metrics in their oldest metros speed only to the ‘margin’ of these wildly profitable businesses – what I’m here to talk about today is that the the overall spend in this category will continue to grow at a rapid paceWhat can stop this? If merchants aren’t getting a satisfactory channel for acquisition of new customers
  • Daily Deal industry grew 18% in May
  • Daily Deal industry grew 18% in May
  • Google, capturing intent, has an opportunity to push these deals when users do searches on Google and Google Maps.Think about a hardware store
  • Google, capturing intent, has an opportunity to push these deals when users do searches on Google and Google Maps
  • Transcript

    • 1. Doing Offers Right
      Jim Moran | @jdmoran
      SMX East: Thursday, September 15
    • 2. Today
      What’s the state of play?
      Is the market sustainable?
      Why should I care?
      Who should I work with?
      What do I do?
    • 3. State of play
    • 4. New Multi-Billion Dollar Industry
    • 5. The Daily Deal Stack
      Daily Deal Sites
      MERCHANTS
      CONSUMERS
      Vertical Deal Sites
      Publishers
      White Label
      Optimization
      Merchant Services
      Data
      Exchanges
      Aggregators
      Consumer Services
      Merchant Agencies
      SOON…
    • 6. Sustainable?
    • 7. High Repeat Rate
      43% of daily deal merchants in May had run at least one prior deal
    • 8. High Merchant Satisfaction
      Data from Yipit phone survey of SMBs who have completed a Daily Deal in the last 12 months. 80 responses.Groupon’sreports repeat interest at 97% (grouponworks.com)
    • 9. Breakage Rate ≤20%
      Recent data on Groupon is consistent: (i) breakage of 10% (TechCrunch, 8/14/10), and (ii) 20% redemption in month 1 and 15% redemption in month 12 (Chicago Tribune 8/16/10).
    • 10. Profitable at 19% Retention
      Assumptions from industry research and Yipitphone survey of SMBs who have completed a Daily Deal in the last 12 months. 80 responses.
    • 11. Daily Deal Consolidation
    • 12. Why should I care?
    • 13. It’s Big
      $5+ Billion market that did not exist two years ago
    • 14. Bigger Than Local Advertising
      14
    • 15. It’s The Future
      Data from Yipit phone survey of SMBs who have completed a Daily Deal in the last 12 months. 80 responses.
    • 16. Best outlets?
    • 17. Industry Leaderboard
    • 18. Groupon vsLivingSocial
    • 19. Google
    • 20. Amazon
    • 21. Best Practices?
    • 22. Top Categories by Revenue Share
      22
    • 23. Avg. Price Point by Category
      23
    • 24. Deal Performance by Category
      24
    • 25. Industry Revenue by Price Point
      25
    • 26. Deal Performance by Price Point
      26
    • 27. Optimize for Each Variable
      Assumptions from industry research and Yipitphone survey of SMBs who have completed a Daily Deal in the last 12 months. 80 responses.
    • 28. Thank you
    • 29. Thank You
      Yipit.com/data
      @YipitData