Speurders.nl in the Netherlands

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Behind Marktplaats.nl the biggest site in the Netherlands

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  • Speurders.nl in the Netherlands

    1. 2. <ul><li>Kick-off: September 4th, 2004 </li></ul><ul><li>“ Speurders ” can be translated as “ Snifflers ”: the Dutch word for “to sniff around” and means “to look for a bargain”. </li></ul><ul><li>The Speurders brand is 83 years old. It is the oldest still existing classified ads brand in the Netherlands. </li></ul>Introduction: SPEURDERS.NL <ul><li>Speurders is a sub brand of De Telegraaf, the largest Dutch newspaper. </li></ul><ul><li>Main competitor is Marktplaats.nl (Trans: “ Marketplace.nl ”) </li></ul>
    2. 3. How to generate REVENUES How to generate REVENUES with a classifieds website with a classifieds website
    3. 4. the PRODUCT is ESSENTIAL the PRODUCT is ESSENTIAL
    4. 5. The chance of success… <ul><li>We started 5 years later than Marktplaats.nl </li></ul><ul><li>We started 4 years later than eBay.nl </li></ul><ul><li>We all knew that first mover advantage is very important in the online classifieds business </li></ul><ul><li>Why did we think we still had a chance in the Dutch market? </li></ul>
    5. 6. The Dutch online market (auctions/classifieds; for a broad range of products) <ul><li>Auction Model </li></ul><ul><ul><li>eBay.nl </li></ul></ul><ul><ul><li>Ricardo.nl </li></ul></ul><ul><ul><li>Qoop.nl </li></ul></ul><ul><ul><li>Veilplaats.nl </li></ul></ul><ul><ul><li>Veiljerot.nl </li></ul></ul><ul><li>Classified ad model </li></ul><ul><ul><li>Marktplaats.nl </li></ul></ul><ul><ul><li>2ehands.nl </li></ul></ul><ul><ul><li>Viavia.nl </li></ul></ul><ul><ul><li>Kleintjesmarkt.nl </li></ul></ul><ul><ul><li>Marktnet.nl </li></ul></ul>
    6. 7. The Dutch online market (for a broad range of products) <ul><li>Ranking july ’04 </li></ul><ul><ul><li>Marktplaats.nl </li></ul></ul><ul><ul><li>eBay.nl </li></ul></ul><ul><ul><li>Ricardo.nl </li></ul></ul><ul><ul><li>2ehands.nl </li></ul></ul><ul><ul><li>Viavia.nl </li></ul></ul><ul><li>eBay beaten in NL? </li></ul><ul><li>What does this tell us? </li></ul><ul><li>What is our strategy? </li></ul>
    7. 8. Characteristics of both models <ul><li>Auction model </li></ul><ul><ul><li>Pretty complicated </li></ul></ul><ul><ul><li>Safe, trustful </li></ul></ul><ul><ul><li>Suits: </li></ul></ul><ul><ul><ul><li>Long distance </li></ul></ul></ul><ul><ul><ul><li>Easy to transport items </li></ul></ul></ul><ul><ul><li>Strategic focus on: </li></ul></ul><ul><ul><ul><li>Collectors </li></ul></ul></ul><ul><ul><ul><li>Power sellers </li></ul></ul></ul><ul><li>Classified ad model </li></ul><ul><ul><li>Simple and easy to use </li></ul></ul><ul><ul><li>Less trustful </li></ul></ul><ul><ul><li>Suits: </li></ul></ul><ul><ul><ul><li>High density area’s </li></ul></ul></ul><ul><ul><ul><li>Normal household items </li></ul></ul></ul><ul><ul><li>Strategic focus on; </li></ul></ul><ul><ul><ul><li>Joe Sixpack </li></ul></ul></ul><ul><ul><ul><li>And his family </li></ul></ul></ul>
    8. 9. Our strategic approach <ul><li>We create(d) a ‘best of both worlds’ website </li></ul><ul><ul><li>Speurders.nl </li></ul></ul><ul><ul><ul><li>SIMPEL and EASY TO USE (LOW BARRIERS) is the most important lesson from the Dutch market. </li></ul></ul></ul><ul><ul><ul><li>However, we added functionalities from the auction model without making it more complicated, which increased TRUST, VISUALITY and USABILITY. </li></ul></ul></ul>
    9. 10. Our strategic approach <ul><li>Some examples of trust, visuality, usability </li></ul><ul><ul><li>Verified sellers </li></ul></ul><ul><ul><li>Buyer insurance </li></ul></ul><ul><ul><li>Feedback ratings </li></ul></ul><ul><ul><li>More pictures (automatically crop/resize for customers) </li></ul></ul><ul><ul><li>Make it possible to upload a video for customers </li></ul></ul><ul><ul><li>Online administration for a seller to handle big volumes easily </li></ul></ul><ul><ul><li>Better search (fuzzy and attributes) </li></ul></ul>
    10. 11. Some practical thoughts <ul><li>Enough supply (to start with) </li></ul><ul><ul><li>Starting with a empty database is out of the question </li></ul></ul><ul><ul><li>We made commercial deals with several losers in the market. We bought their initial database. So, we could start as a significant player in the market </li></ul></ul><ul><li>Enough demand </li></ul><ul><ul><li>Attracting buyers is also essential in this chicken and egg game. </li></ul></ul><ul><ul><li>With a lot of media power you are able to attract buyers. </li></ul></ul>
    11. 12. At the same period we finalized our strategy <ul><li>eBay.com realized that the auction famous model was not the holy grail anymore </li></ul><ul><ul><li>For that reason they bought 25% of Craigslist.org </li></ul></ul><ul><ul><li>And a couple of months later a 100% of Marktplaats.nl </li></ul></ul>
    12. 13. Is a good product/site strategy enough? <ul><li>No, of course not …. </li></ul><ul><li>The site is made by heroes! </li></ul>
    13. 14. The business we´re in consists of bits and bytes, so… <ul><li>INVEST IN HIGHLY QUALIFIED IT-PROFESSIONALS </li></ul><ul><ul><li>You must be better than your main competitors </li></ul></ul><ul><ul><li>The mentality of your IT-team must be to match at least the quality of eBay´s, Google´s, Yahoo´s or MSN´s technology. </li></ul></ul><ul><ul><li>So, make this guys feel competitive strong! </li></ul></ul>
    14. 15. team It must be a willing & able FIGHT the competition! to
    15. 16. Generating revenues is a BALANCING act between the LONG term and SHORT term
    16. 17. We started as a FREE SERVICE for listing fees to conquer critical mass in the database!
    17. 18. if we introduce LISTING FEES too EARLY We´ll be back to NOTHING within a WHIM
    18. 19. Possible Possible Revenue generators
    19. 20. Possible revenue generators for the consumer to consumer business <ul><li>Consumer revenues </li></ul><ul><li>Business revenues </li></ul>
    20. 21. Consumers <ul><li>Consumer fees ( = core business) </li></ul><ul><ul><li>Listing fees </li></ul></ul><ul><ul><li>Promotion fees </li></ul></ul>
    21. 22. Consumers <ul><li>Listing fees </li></ul><ul><ul><li>A singular fixed price for all categories keeps things simple for consumers. </li></ul></ul><ul><ul><li>The other possible route is to introduce </li></ul></ul><ul><ul><ul><li>Several listing fees </li></ul></ul></ul><ul><ul><ul><li>Succes fees </li></ul></ul></ul><ul><ul><ul><li>Promotion fees </li></ul></ul></ul><ul><ul><li>The danger is that pricing becomes too complex to explain to your customers. </li></ul></ul><ul><ul><li>Succes fees i.e. forces you to chase your money after delivering the service. (makes it complex for your accountancy department) </li></ul></ul><ul><ul><li>So, at Speurders.nl we prefer a simple and explainable listing fee. </li></ul></ul>
    22. 23. Consumers <ul><li>Promotion Fees </li></ul><ul><ul><li>Bold </li></ul></ul><ul><ul><li>Highlight </li></ul></ul><ul><ul><li>Picture Gallery </li></ul></ul><ul><ul><li>Paid phone number </li></ul></ul><ul><li> to upgrade ad. </li></ul>
    23. 24. Advertising (business) <ul><li>IAB formats </li></ul><ul><li>Opt-in mailmarketing </li></ul><ul><li>Adsense / Overture </li></ul><ul><li>Creative customized solutions </li></ul>
    24. 26. How SPEURDERS.NL take off? did
    25. 27. BUILDING MARKETSHARE since aug. 2004 <ul><li>Investing time and money in a top quality platform </li></ul><ul><li>Jumpstart! </li></ul><ul><ul><li>We made deals with several small classified sites to start with a filled database. </li></ul></ul><ul><ul><li>First visitors were surprised by the amount of ads! </li></ul></ul><ul><li>Investing time and money in marketing and PR to generate visits and create loyalty </li></ul><ul><ul><li>Intensive ad campaign (TV / Radio / Print) </li></ul></ul><ul><ul><li>Highly accountable and effective online marketing </li></ul></ul><ul><ul><li>Search Engine Optimalisation </li></ul></ul><ul><ul><li>Sponsored TV show </li></ul></ul><ul><ul><li>Pro-active PR strategy </li></ul></ul><ul><li>Promotion fees since the start </li></ul>
    26. 28. THE NEAR FUTURE <ul><li>Introduction of listing fees for our core-business: this year??? </li></ul>
    27. 29. Performance SPEURDERS.NL
    28. 30. Performance SPEURDERS.NL “ Among the newcomers in our annual list of most visited Dutch websites, Speurders.nl is the most successful one. Within 15 months, Speurders.nl holds a firm eighth position, thereby being the most successful Dutch site introduction ever. - Online Research Agency Multiscope, december 2005
    29. 32. Performance SPEURDERS.NL >600.000 visits per day…
    30. 33. Performance SPEURDERS.NL monthly unique reach… ± 4.000.000 people
    31. 34. Performance SPEURDERS.NL New ads per day… >35.000
    32. 35. Performance SPEURDERS.NL Total ads online at this moment ± 1.200.000
    33. 36. Summary <ul><li>Product is essential (best of both worlds approach and IT-mentality!) </li></ul><ul><li>Don´t be greedy too fast </li></ul><ul><ul><li>create sustainable marketshare first! </li></ul></ul><ul><ul><li>Be keen about your market position </li></ul></ul><ul><li>Possible moneymakers: </li></ul><ul><ul><li>Buttons, banners, mailmarketing etc. </li></ul></ul><ul><ul><li>Listing Fees (c2c & b2c) </li></ul></ul><ul><ul><li>Succes Fees </li></ul></ul><ul><ul><li>Promotion fees </li></ul></ul><ul><li>Speurders.nl´s take off… </li></ul><ul><ul><li>Building marketshare from the start </li></ul></ul><ul><ul><ul><li>Only promotion fees from the start </li></ul></ul></ul><ul><ul><ul><li>No listing fees or succes fees </li></ul></ul></ul><ul><ul><ul><li>No buttons and banners during the first period. </li></ul></ul></ul>
    34. 37. Sharing IT & knowledge <ul><li>We are preparing a package of IT and business knowledge </li></ul><ul><ul><li>Golden Disc and marketing approach </li></ul></ul><ul><li>If you think about entering this market in your country and you want to use our technology and business experience! </li></ul><ul><li>Hand me over your business card and we will let you know when we are ready to sell it!! </li></ul>

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