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Etsy Presentation

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Etsy Presentation

  1. 1. Operations Plan by
  2. 2. Mission“ To enable people to makeliving making things, and toreconnect makers withbuyers.”
  3. 3. LOGISTICS OF THE BUSINESS Search Engine & Marketing Search engine & MarketingSeller Sign Up Set Up Shipping Virtual ShopBuyer Sign Up Search Buy Receive Feedback
  4. 4. LOGISTICS OF THE BUSINESS Search Engine & Marketing Search engine & Marketing Search engine & MarketingSeller Seller Sign Up Sign Up Set Up Set Up Shipping Shipping Virtual Shop Virtual ShopBuyer Buyer Sign Up Sign Up Search Search Buy Buy Receive Receive Feedback Feedback
  5. 5. CORPORATE STRATEGYCurrent Objective In 2010 Annual Revenue: $30 million Annual Number of U.S. Customers: 2.2 million a mon Average Dollar Sale: $18.26 per purchase
  6. 6. CORPORATE STRATEGY Vision“Right now it is far more important to buildengagements than build profits. We are focused on thelong-term. There is a huge opportunity to reinventwhat commerce means as native to the web, that is ourgoal and we mean to pull it off in the next 12 to 18months.” Etsy CEO Robert Kalin Interview by TechCrunch June 29, 2010
  7. 7. CORPORATE STRATEGYCustomer Service Engagement
  8. 8. CORPORATE STRATEGY Engagement
  9. 9. CORPORATE STRATEGY
  10. 10. CORPORATE STRATEGYCustomer Service Department Etsy Pop-Ups
  11. 11. BACKGROUND Trend U.S. Online Retail Sales Will Reach $248.7 Billion by 2014 % of Total 6% 7% 7% 7% 8%U.S. Retail Sales  
  12. 12. BACKGROUND Trend U.S. Online Retail Sales Will Reach $248.7 Billion by 2014 $248.7 % of Total 6% 7% 7% 7% 8% 8%U.S. Retail Sales  
  13. 13. BACKGROUND CustomerEtsy Unique Visitors5.5M5.0M4.5M 08/ 09/ 10/ 11/ 12/ 01/ 02/ 03/ 04/ 05/ 06/ 07/ 2009 2009 2009 2009 2009 2010 2010 2010 2010 2010 2010 2010  
  14. 14. BACKGROUND Customer 2008 2009 2010Total Gross Merchandise Volume (GMV) $ 88,000,000 $ 18,000,000 $ 383,300,000 Transaction Fees $ 3,072,300 $ 6,335,000 $ 13,415,500 Listing Fees $ 3,329,558 $ 8,907,869 $ 14,003,320 Total Revenues $ 6,401,858 $ 15,242,869 $ 27,418,820 Growth Rate 138 % 80 %
  15. 15. BACKGROUND Market Overview“How would you describe your executive team’s goal for customer experience?” Differentiate ourselves from all firms across any industry 13% Differentiate ourselves from competitors in our industry 67% Maintain parity with other leaders in our industry 13% Keep from falling too far behind leaders in our industry 4% Stay slightly mainstream in our industry 3% Stay slightly behind the 0% mainstream in our industry
  16. 16. BACKGROUND Market Overview“How would you describe your executive team’s goal for customer experience?” 80% want to differentiate with customer experience Differentiate ourselves from all firms across any industry 13% Differentiate ourselves from competitors in our industry 67% Maintain parity with other leaders in our industry 13% Keep from falling too far behind leaders in our industry 4% Stay slightly mainstream in our industry 3% Stay slightly behind the 0% mainstream in our industry
  17. 17. BACKGROUND SWOTMarket share: • Leader of online homemade/craft No physical store:market • Cannot physical touch and see • Number of users (buyers and sellers)worldwide participating Customer Service: • No direct lineFees: Low service fees for sellers; free for • No live person contactbuyers Authenticity:Community experiences: “Sparking • Verification of productCreativity” • No warranty • Online: Blogs, team activities, seeexhibit (list of activities) S W O TSeller Loyalty: Seller goes around Etsy’s termsBuild stronger engagement with buyers and and conditions and sells offline directly tosellers buyer.Redesign customer service Future online growth: For example, creating an open source market such as handmadeProvide brand customization to the sellers for craigslisttheir shops Competition: Improve upon or copycat the EtsyLink to social network: i.e. “like” on Facebook model. For example, Ebay “Homemade Section”
  18. 18. BACKGROUNDCompetition
  19. 19. NEW ORGANIZATIONALSTRUCTURE Customer Service Department Cusotmer Service Department Customer Service Director of Customer Engagement and Etsy Pop-Ups Managers Live Chat / Call Center Etsy Pop-Ups Manager of Online Manager of Local Customer Engagement Customer Engagment Departments Live Chat / Call Center Etsy Pop-Ups
  20. 20. CURRENT ORGANIZATIONALSTRUCTURE ETSY “People want something that is unique.” - Robert Kalin, Co-Founder of Etsy Board of Directors Caterina Fake Robert Kalin Jim Breyer Fred Wilson Danny Rimer Chairman of the Founder Investor Investor Observer Seat Board of Directors Board of Directors Board of Directors Board of Directors Board of Directors C-Suite Adam Freed Robert Kalin Chad Dickerson COO CEO + CCO CTO Etsy Etsy Etsy Managment Jared Tarbell Simon Levene Kellan Elliot-McCrea John Allspaw Matt Stinchcomb Co-Founder Advisor & Investor VP VP Technical VP Community Etsy Etsy Engineering Operations Etsy Beth Ferreira Sinohe Terrero Nizzi Karai Renaud Randy Hunt Jonathan Basker VP Finance and VP Finance Head of Marketing, Design Director Senior Manager, HR Operations Ecommerce & Etsy Etsy Digital Media
  21. 21. NEW ORGANIZATIONAL STRUCTURE Current Proposed 6% 5% 5%4% 9% 10% 42% 47% 10%11% 15% 21% 15% Engineering Support Customer Service Business Ops Community Marketing Product
  22. 22. LOGISTICALMANAGEMENT
  23. 23. RECYCLED DENIMCURTAINS
  24. 24. RECYCLED DENIMCURTAINS NATURE
  25. 25. RECYCLED DENIMCURTAINS COMPUTERS NATURE
  26. 26. OFFICE SPACERECYCLED DENIMCURTAINS COMPUTERS NATURE
  27. 27. OFFICE SPACERECYCLED DENIMCURTAINS COMPUTERS DESKS NATURE
  28. 28. OFFICE SPACERECYCLED DENIMCURTAINS COMPUTERS DESKS NATURE ENERGY EFFICIENT LIGHTS
  29. 29. OFFICE SPACERECYCLED AMBIANCE DENIMCURTAINS COMPUTERS DESKS NATURE ENERGY EFFICIENT LIGHTS
  30. 30. GUIDELINEENGAGEMENT
  31. 31. MARKETING PLAN
  32. 32. GUIDELINEENGAGEMENT
  33. 33. GUIDELINEENGAGEMENT
  34. 34. GUIDELINEENGAGEMENT
  35. 35. MARKETING PLAN
  36. 36. FINANCIAL MANAGEMENT
  37. 37. 2011 DEMAND FORECAST Number of Unique Visitors (Millions) 92.980 83.4 78.4 66.36040200 2010 Last 5 Yearly Online Projected Month Trend Shopping Trend of Behavior of 18% 25.6% Trend of 40%
  38. 38. 2011 DEMAND FORECAST Medium Scenario - GMV Sales (Millions)20015010050 0 Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
  39. 39. 2011 DEMAND FORECAST Total Revenues (Millions)80 $76.4 $69.460 $49.34020 0 Low-2010 Trend MED-Average High- GMV Goal
  40. 40. TIMELINE0-6 Months 6-9 Months 9-12 Months TimelineFramework: Department rganize Department re Employees fficiency re key players Training of New Employees r Workstations Tr reation of a Employee T9-18 Months 18-30 Months 30 Months Timeline s T T
  41. 41. SUMMARY VisionCORPORATE STRATEGYCreate a stand alone customer service departmentENGAGEMENT1. Create a call / live chat center that will address customer needs2. Create Etsy Pop-Ups that will bring the online store to the localcommunity and provide a physical customer service contactFOCUSEngage customers by putting people firstBring Etsy online venue and labs to the local communityProvide excellent customer service
  42. 42. T H AN K YOU

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