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Playboy VIP Deals for Men - Manly Daily Deals


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2011 pre-launch presentation for Playboy's first foray into the daily deals market. Their angle was to target men, something the other daily deals sites weren't doing. Playboy's offers would include upscale dining, nightlife, liquor, gadgets, shaving, sports, and all things men. Competitors in the men's daily deal market include Urban Daddy and Thrillist.

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Playboy VIP Deals for Men - Manly Daily Deals

  1. 1. Steve Gilberg, Director VIP Deals for Men PLAYBOY DIGITAL VENTURES April 20, 2011
  2. 2. The Opportunity Daily deals, group buying, flash sales - no matter which term is used, the trend triggered by Groupon, LivingSocial, Gilt Groupe, and hundreds of other Websites is unrivaled in its extraordinary growth. Driven by a dramatic increase in both the number of deal services, the volume of new offers hitting the market, and consumers’ insatiable demand for quality products/services and great prices, the Daily Deal market is one of the most intriguing and dynamic segments online. We’d like to introduce you to Playboy’s VIP Deals for Men.
  3. 3. Industry Overview The Daily Deal industry is estimated to grow by 138% to $2.66B in 2011.
  4. 4. Industry Overview More than 63,000 Daily Deals were published in 2010, and nearly 40,000 in Q1 2011 alone.
  5. 5. Industry Overview As non-Food & Drink merchants enter the market the average price per Deal is rising. YOY price growth from Q1 2010 to Q1 2011 is 15%.
  6. 6. Industry Overview As a result of Groupon, Chicago remains the #1 market for Daily Deals offers published.
  7. 7. VIP Offer Categories  Nightlife – Bar, Night Club, Strip Club  Exclusive Promotional Events – Craft Beer, Scotch, Whiskey, Cigar Tastings, Playboy New Year’s Eve Parties  Clothing & Accessories – Custom Suits, Sunglasses, Watches, Cuff Links  Grooming – Men-Only Salons, High-End Shave Products  Sports Tickets – Cubs, White Socks, Blackhawks  Travel – Adventure Travel, Sports Travel, Playboy Golf  Outdoor Sports – Golf, Tennis, Sailing, Sky Diving, Paint Ball, Marathons, Triathlons  Online Offers – Music & Movie Downloads, Online Gambling & Gaming, Xbox & PSP Discounts  Playboy Store Discounts – Apparel, Accessories, Gym Bags
  8. 8. Editorial Control Editorial Checks and Balances - To ensure Playboy’s high standards and editorial integrity, product/offer descriptions will be written by our editors or Playboy-approved contractors.
  9. 9. How/Where We Market Playboy Online Properties:   Cyber Club   “FREE Nude Pictures” Through Online Affiliates Through Platform Provider
  10. 10. Customer Acquisition  PR  Consumer facing PR around site-launch and first-to-market strategy in carving out the male Daily Deal audience.  Incentives  FREE X with validated registration  X% Discount at The  Inexpensive Advertising  Existing Playboy channels – Online, Mobile  Registration Widgets on all Playboy sites  $$$ Advertising  Existing Playboy channels - Magazine, Radio  External “Men’s” Websites  Restroom/Health Club Advertising  In-Game Advertising
  11. 11. User Experience - Registration
  12. 12. User Exp. – Registration Widget Sign Up for Playboy’s VIP Deals for Men! Enter your email address below:
  13. 13. User Experience – Daily Email VIP Offers
  14. 14. User Exp. – Web Integration
  15. 15. A Closer Look – Multiple Offers ENJOY YOUR LOCAL FAVORITES
  16. 16. Back-End Operations Town Hog – Existing Partner Local Offer Network – Chicago-based aggregator. Powers Daily Deals on Metromix and (both Tribune companies.
  17. 17. Playboy Involvement Day-to-day requirements for managing Playboy’s Daily Deals for Men program include:  Weekly(?) contact with TownHog.  Selecting appropriate Playboy Deals from a list of all possible Deals  Reviewing Daily Deal copy as provided from the back-end operator  Reconciling weekly/monthly commission reports
  18. 18. Challenges  Coupon Fatigue  Men are less likely to plan ahead  Men care less about saving money  Women rule the Internet:  According to ComScore, Women are the majority users of social networking sites and spend more than 30% more time on these sites than men.  According to Gilt Groupe and Groupon (70% and 77%), the vast majority of their customer base is female.  According to US Census Bureau, women oversee 80% of consumer spending and control the purse strings in married households.  According to Facebook, women are the majority of its users and drive 62% of activity in terms of messages, updates, and comments and drive 71% of daily fan activity.
  19. 19. Competition  Groupon  Urban Daddy  Thrill List
  20. 20. How We Earn Revenue On average Playboy would earn 40% of the net sale. Net Sale = Offer price – Merchant Royalty
  21. 21. Revenue Projections 2011 2012 2013 2014 Daily Deal Source 3rd Party Deals (40%) $XXX,XXX $XXX,XXX $XXX,XXX $XXX,XXX PEI Deals (60%) $XXX,XXX $XXX,XXX $XXX,XXX $XXX,XXX Total VIP Revenue $XXX,XXX $XXX,XXX $XXX,XXX $XXX,XXX
  22. 22. Next Steps  Design Registration Widget(s)  Determine which .com sites to place the widget – TSJ, FREE Nude Pics  Discuss methods for building our opt-in list – Movie Tickets, FREE Offers, Renting Lists  Consider spending $$ outside of Playboy properties –,,,