Etsy Company Presentation for EECS 441

3. Persona 1: Ariana
➔ Loves metalworking
➔ Makes unique wall hangings
➔ Wants to sell products on the
internet

4. Persona 2: Karina
➔ Just moved into a new house
➔ Looking for a unique wall piece for
her living room
➔ Loves traveling and maps

7. Profit Margins since IPO
Source: Macrotrends.net

8. Business Model
➔ Charges sellers to list goods and
for a percentage of profits
➔ Sellers can be “featured” in an
advertisement
➔ Etsy Plus and Etsy Premium (new
in 2019)

9. Milestones
April 2005
August 2008
Founded in a Brooklyn
apartment
April 2015
IPO
May 2017
Company decides to lay of
8% of its workforce,
changes its leadership
(made Josh Silverman the
CEO)
Maguire and Schoppik, two
of the companies founders,
leave. Chad Dickerson is
hired, and he rebuilds
Etsy’s engineering team.
April 2014
Mobile app for sellers only
is released
2014
Etsy tweaks
Terms of
Service to
allow
Manufactured
goods
Now
More streamlined
search, better
internet/mobile
platforms, paid
subscription
plans

10. C-Suite Executive Leadership

12. Competition
Companies
Easy to sign up
Free Plans
Large variety of
categories
Niche Categories

13. SECRET SAUCE
➔ Continued focus on independent
sellers and niche art
➔ As internet shopping becomes
more common, the platform has
become indispensable for these
sellers
Tip
If one example isn’t
sufficient to help people
understand the breadth
of your idea, pick a
couple of examples.

14. PREDICTION: SUCCESS
➔ Etsy will continue to grow as long as it has a focus on niche art
➔ Evolving as new technologies emerge such as AI
➔ May become more competitive for small sellers

15. References
https://expandedramblings.com/index.php/etsy-statistics/
https://help.etsy.com/hc/en-us/articles/360001597587-Etsy-Subscriptions-Packages
https://investors.etsy.com/governance/executive-team/default.aspx
https://www.macrotrends.net/stocks/charts/ETSY/etsy/profit-margins
https://vator.tv/news/2015-04-18-how-does-etsy-make-money
https://en.wikipedia.org/wiki/Etsy
https://www.bigcartel.com/pricing
https://www.fool.com/investing/2019/02/26/etsy-earnings-highlight-accelerating-growth.aspx
https://www.businessinsider.com/etsy-growth-ceo-josh-silverman-new-strategy-ignition-2018-12