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Sahibinden - NOAH19 London

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Ecommerce, Marketplaces & Classifieds: Company presentation by Burak Ertas, CEO of Sahibinden, at the NOAH Conference London 2019, 30-31 October, Old Billingsgate.

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Sahibinden - NOAH19 London

  1. 1. LEADING ONLINE CLASSIFIEDS MARKETPLACE OF TURKEY THE ONLINE CLASSIFIEDS PLATFORM & MARKETPLACE OF TURKEY
  2. 2.  @NOAHConference  @noah_conference  @noah-conference  @NOAHConference FOLLOW USONSOCIAL
  3. 3. HQ in Istanbul 100% owned by Aksoy family 10 Categories Founded in 2000 By Taner Aksoy Online Classifieds 650+ Employees Great Place to Work #1 in 500-2000 employees category
  4. 4. Large addressable market benefitting from unique structural growth drivers 1 Clear market leadership across multiple verticals Attractive, liquidity-based value proposition Powerful and trusted brand underpinning a single marketplace 2 3 4
  5. 5. WE OPERATE IN A FAVOURABLE DEMOGRAPHIC SETTING Source: TurkStat, UN Projections > 82 m Population (3rd most populous European country after Russia and Germany) Population CAGR for the next 3 years, compared to 0,2% in Europe 1% Of population still under 35 years old 55% 32 Median age, compared to 43 in Europe
  6. 6. Large addressable market benefitting from unique structural growth drivers 1 Clear market leadership across multiple verticals Attractive, liquidity-based value proposition Powerful and trusted brand underpinning a single marketplace 2 3 4
  7. 7. MONTHLY TRAFFIC FIGURES Source: Google Analytics September 2019 MONTHLY ACTIVE USER 45.9 m PAGEVIEW 10.7 b VISIT 341 m
  8. 8. ONE OF THE LARGEST CLASSIFIEDS PLAYERS GLOBALLY AND THE LARGEST WEBSITE WITH TURKISH CONTENT Seventh most visited website in Turkey … and fourth largest online classifieds player globally… Source: Similar Web as of October 2019
  9. 9. MULTIPLE VERTICALS, ONE UNDISPUTEDLY STRONG BRAND Market Position in Turkey Based on Number of Listings1* GOODS Leading Position SPARE PARTS, ACCESSORIES, HARDWARE AND TUNING VEHICLESREAL ESTATE 1* INDUSTRIAL AND HEAVY EQUIPMENT PETS AND LIVESTOCK Leading Position JOBS AND PROFFESSIONAL SERVICES Developing Business1* 1* 1*
  10. 10. BEST PLATFORM (Prompted) FIRST PREFERRED PLATFORM (Unaided, first choice) TOP OF MIND BRAND AWARENESS (Unaided) REAL ESTATE BUYERS / SEEKERS BRAND AWARENESS and PLATFORM PREFERENCE Source: Quantitative Research, May 2019, Nielsen: «Considered internet platforms while seeking for / buying real estate» 84% 9% 2% 10% 4% 12% 80% 3% 84%
  11. 11. REAL ESTATE BUYERS / SEEKERS NET PROMOTER SCORE 29% -47% -55% Source: Quantitative Research, May 2019, Nielsen: «NPS for internet platforms while seeking for / buying real estate» NET PROMOTER SCORE
  12. 12. REAL ESTATE TRAFFIC COMPARISON WITH #2 2.5 x 42.5 m 17.2 m MONTHLY SESSIONS (WEB) 14 x 1.42 m 0.10 m MONTHLY ACTIVE USERS - iOS 14 x 5.38 m 0.40 m MONTHLY ACTIVE USERS - ANDROID Source: Similar Web, APP Annie, Aug 2019. sahibinden.com SW & AA figures are adjusted by the percentage of real estate traffic in total traffic calculated from Google Analytics data
  13. 13. PRIVATE SELLER PROFESSIONAL SELLER 66% 20% 4% 74% 16%15% 76% 3% 3% 12% 6%7%11% 73% 9% 80% 4% 76% BEST PLATFORM (Prompted) FIRST PREFERENCED PLATFORM (Unaided, first choice) TOP OF MIND BRAND AWARENESS (Unaided) REAL ESTATE SELLERS / LISTERS BRAND AWARENESS and PLATFORM PREFERENCE Source: Quantitative Research, May 2019, Nielsen: «Considered internet platforms while selling / listing real estate»
  14. 14. All figures Oct. 2019 2 x ACTIVE LISTINGS 1.033 K 510 K REAL ESTATE # LISTINGS COMPARISON WITH #2
  15. 15. CAR BUYERS / SEEKERS BRAND AWARENESS and PLATFORM PREFERENCE 6% 84% 4% 5% 4% 89%87% 5% 3% BEST PLATFORM (Prompted) FIRST PREFERENCED PLATFORM (Unaided, first choice) TOP OF MIND BRAND AWARENESS (Unaided) Source: Quantitative Research, May 2019, Nielsen: «Considered internet platforms while seeking for / buying cars»
  16. 16. NET PROMOTER SCORE -56% 34% -57% CAR BUYERS / SEEKERS NET PROMOTER SCORE Source: Quantitative Research, May 2019, Nielsen: «NPS for internet platforms while seeking for / buying cars»
  17. 17. 4.7 x 16 x 19 x 61.3 m 13.0 m 7.96 m 0.50 m 1.72 m 0.09 m CARS TRAFFIC COMPARISON WITH #2 Source: Similar Web, APP Annie, Aug 2019. sahibinden.com SW & AA figures are adjusted by the percentage of cars traffic in total traffic calculated from Google Analytics data MONTHLY SESSIONS (WEB) MONTHLY ACTIVE USERS - iOS MONTHLY ACTIVE USERS - ANDROID
  18. 18. 86% 7% 4%6%10% 79% 7% 85% 4% 90% 87% 6% 2% 87% 8%6% 2% 1% Source: «Considered channels while listing and seeking ads in real estate&vehicle categories» Research, May 2019, Nielsen PRIVATE SELLER PROFESSIONAL SELLER BEST PLATFORM (Prompted) FIRST PREFERRED PLATFORM (Unaided, first choice) TOP OF MIND BRAND AWARENESS (Unaided) CAR SELLERS / LISTERS BRAND AWARENESS and PLATFORM PREFERENCE
  19. 19. CAR LISTING COMPARISON * All figures Oct. 2019 3 x 463 K 156 K ACTIVE LISTINGS
  20. 20. Large addressable market benefitting from unique structural growth drivers 1 Clear market leadership across multiple verticals Attractive, liquidity-based value proposition Powerful and trusted brand underpinning a single marketplace 2 3 4
  21. 21. HIGH LIQUIDITY UNDERPINNED BY FAST TIME TO SELL Time to sale for vehicles 2018 median Overview of time to sale/rent 2018 median 44 Days For Sale 13 Days For Sale15 Days For Rent
  22. 22. Large addressable market benefitting from unique structural growth drivers 1 Clear market leadership across multiple verticals Attractive, liquidity-based value proposition Powerful and trusted brand underpinning a single marketplace 2 3 4
  23. 23. WE ARE ONE OF THE MOST WELL-LOVED AND TRUSTED BRANDS IN TURKEY Notes: 1. According to a study conducted by Young & Rubicam, highlighting a brand’s social status and standing in society One brand across verticals and platforms Word of Mouth effect Acting as "natural" Marketing and increasing competitiveness Most recognized online brand in Turkey with; > 97% Unaided Brand Awareness for listers > 93% Unaided Brand Awareness for visitors One of Turkey’s top 10 brands with the highest cultural capital(1)
  24. 24. … AND ALMOST 100% OF OUR TRAFFIC IS UNPAID Notes: 1. All sessions from Mobile Apps are calculated as direct traffic 2. Google Analytics, September 2019 76.0% Direct Traffic 20.8% Organic Traffic 2.9% Social Traffic and Referral 0.1% Paid Traffic 0.2% Other Mobile Apps + Web Traffic (1,2) 0.1% Paid Traffic Web Only Traffic 35.5% Direct Traffic 56.0% Organic Traffic 8.0% Social Traffic and Referral 0.4% Other
  25. 25. THANK YOU!
  26. 26. Selected Completed NOAH Transactions Focus on Leading European Internet companies Covering over 400 companies across 25 online verticals, a broad range of over 500 investors as well as 100+ online-focused corporates Deep understanding of industry dynamics Ability to add value beyond banking advice Facilitates overall process and minimizes management distraction NOAH Advisors is globally well connected and has direct access to virtually all key players in the industry Knowledge of and strong relationships with potential buyers’ key decision makers Proactively finds and unlocks attractive investment opportunities for leading investors Annual NOAH Conference in its 10th year Over 40 years of combined relevant M&A experience Routine execution of M&A and financing transactions with sizes of several billion euros 30 successfully completed NOAH Advisors transactions underline successful transfer of M&A competencies to the Internet sector Entrepreneurial mind-set, focused on growing the business and establishing a reputation for excellence Ability to deliver top results in short time frames Highly success-based compensation structures align interests of clients and NOAH Advisors, and demonstrate conviction to deliver top results Creative deal solutions Unique Industry Know-How Unmatched Network and Relationships Strong Investment Banking Competence Full Commitment - We Are Entrepreneurs! EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE® The NOAH Advisors Core Banking Team Marco Rodzynek Managing Director & Founder Jan Brandes Managing Director Nikhil Parmar Director Olek Skwarczek Associate Lukas Schlund Analyst December 2014 October 2014 Sale of 100% of for $800m to Exclusive Financial Advisor to Fotolia and the Selling Shareholders Sale of 100% of for €80m to Exclusive Financial Advisor to Trovit and its Shareholders October 2016 Investment in Exclusive Financial Advisor to KäuferPortal and its Shareholders by 84% Ownership December 2016 August 2017 Financial Advisor to Silver Lake Financial Advisor to EMK Capital Investment in Acquisition of a Majority Stake in by by at a valuation of $200m November 2019 July 2019 September 2018 Financial Advisor to MagicLab Financial Advisor to AU10TIX and its shareholders Financial Advisor to 10bis and its shareholders Acquisition of a 79% stake in $60m Investment in Sale of 100% in by at a valuation of ~$3 billion at a valuation of $260m by for €135m to 10Bis

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