StudioForty9 / E-Commerce: For first-time eTailers
E-commerce: For first-time eTailers
Gerard Keohane
info@studioforty9.co...
Who Are StudioForty9?
EEI, Dublin, July 2013
 Web design, web development and E-Commerce / E-tail boutique
 Based in Cor...
Presentation Overview
EEI, Dublin, July 2013
 Thinking about E-Commerce & E-Tailing
 E-Commerce Budgets & Web Design / D...
Thinking about E-Commerce
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
Irish Population
90% access to the internet
I...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
Everybody’s at it
It’s time to get in on the
...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
How long will this take?
How much will this c...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
Confused.
Just like Commerce
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
E-Commerce
, but with an E
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
Treat your E-Commerce Store like
any other st...
You are not starting from scratch
 An understanding of Product and Market
 The Strength of your Brand
 Established phys...
Parallels
 Fit out
• Initial website design and build
 Maintenance
• Ongoing build work and support, hosting
 Rent (a k...
Pitfalls
Don’t Underestimate…
 Getting the Money
 Delivering the Product
 Staffing, Customer Service and Resources
 Cu...
 2006: First Shop
Introducing Joe
He likes fishing
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, Jul...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
 Rent, rates, services, utilities: €40,000
...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
 Fit-out, design & build: €10,000 / 2yrs
 P...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
Calculating Turnover?
Traffic * Conversion Ra...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
Sales, Costs, Profits
Back of the envelope ca...
StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
 Consolidating National Sales
 Selling Fish...
StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013
Technologies, Future Friendliness
StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013
Open source vs. Software as a Service...
StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013
The difference between owning your
ow...
StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013
Technologies
What do people use?
Sour...
StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013
Technologies
Some criteria for assess...
StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013
Future Friendliness
EEI, Dublin, July 2013
27% of traffic to e-commerce sites comes
from mobile devices
Source: http://www.getelastic.com/glob...
EEI, Dublin, July 2013
 Leave as is
• Yes, this is a viable option
 Mobile Site
• A different site served to mobile devi...
EEI, Dublin, July 2013
Leaving it as is
 Difficult processes to
replicate for moblie
 Make certain the site
functions on...
EEI, Dublin, July 2013
Mobile Site Approach
 Good where a specific approach
is required for smartphones
 Great for assum...
EEI, Dublin, July 2013
Future Friendliness
Responsive Site Approach
 Ideal for ‘appropriately’
presenting all site conten...
EEI, Dublin, July 2013
Future Friendliness
A minor note of caution
StudioForty9 / E-Commerce / Technologies, Future Friend...
StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions EEI, Dublin, July 2013
Quick Wins, Clever Wins, Questions
EEI, Dublin, July 2013
Some Quick Wins
Present your Delivery Costs
 If you have Free Delivery
shout about it
 Even if yo...
EEI, Dublin, July 2013
Some Quick Wins
Guarantees and Returns Policy
 Reassure your customers
if you have a Guarantee, a ...
EEI, Dublin, July 2013
Some Quick Wins
Easy to Find Phone Number
 Your customer is at a remove
from you, let them know
th...
EEI, Dublin, July 2013
Clever Wins
Never forget: Conversion Rates and Order Value
Traffic * Conversion Rate * Basket Value...
EEI, Dublin, July 2013
Clever Wins
Multiple site – build once, build again
 Cornering the market
• MyShirts.com
• FancySh...
EEI, Dublin, July 2013
Questions?
Gerard Keohane
info@studioforty9.com
087 225 1250
StudioForty9 / E-Commerce / Quick Wins...
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E-Tail and E-Commerce, Getting Started In Ireland

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An introduction to e-commerce and e-tailing in Ireland, presented to the EEI Digital Transformations event in Dublin on the 24th July 2013.
Covers analogies between retailing and e-commerce, common pitfalls, a ficticious example of a business going online and breaking into e-tail for the first time.
Also covered are e-commerce platform options including Magento and some conversion rate optimisation ideas (simple and advanced)

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  • Local Touch – people prefer to shop local (delivery costs are cheaper – dealing with someone they can understand)Bricks and Mortar – marketing your site in-house, additional customer retention by encouraging customers to go online, expanded loyalty schemes, return to store, pick up in-store
  • Local Touch – people prefer to shop local (delivery costs are cheaper – dealing with someone they can understand)Bricks and Mortar – marketing your site in-house, additional customer retention by encouraging customers to go online, expanded loyalty schemes, return to store, pick up in-store
  • E-Tail and E-Commerce, Getting Started In Ireland

    1. 1. StudioForty9 / E-Commerce: For first-time eTailers E-commerce: For first-time eTailers Gerard Keohane info@studioforty9.com 087 225 1250 EEI, Dublin, July 2013
    2. 2. Who Are StudioForty9? EEI, Dublin, July 2013  Web design, web development and E-Commerce / E-tail boutique  Based in Cork, Ireland  Online Marketing, SEO, PlugIn Development  Magento, WordPress (WooCommerce), Expression Engine  Web User Interfaces (UI)  Web User Experience (UX) expertise#  Responsive Design, Adaptive Design, Moblie Websites StudioForty9 / E-Commerce: For first-time eTailers
    3. 3. Presentation Overview EEI, Dublin, July 2013  Thinking about E-Commerce & E-Tailing  E-Commerce Budgets & Web Design / Dev Timelines  Open Platform E-Commerce vs Proprietary Technologies  M-Commerce – Adjust vs Mobile Website vs Responsive Design  Quick Wins For Conversion Optimisation  Clever Wins – Cornering The Market StudioForty9 / E-Commerce: For first-time eTailers
    4. 4. Thinking about E-Commerce StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
    5. 5. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Irish Population 90% access to the internet Irish Online Population 29% have made a purchase online Irish Online Population 65% researched purchases online
    6. 6. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Everybody’s at it It’s time to get in on the game
    7. 7. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 How long will this take? How much will this cost me? How much marketshare can I own? How big is the market nationally? How much can I sell if for? How many can I sell? I have a great product. What technology do I use? Where do I begin??
    8. 8. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Confused.
    9. 9. Just like Commerce StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 E-Commerce , but with an E
    10. 10. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Treat your E-Commerce Store like any other store in your business Proposal:
    11. 11. You are not starting from scratch  An understanding of Product and Market  The Strength of your Brand  Established physical presence adds value As a retailer you have some key advantages StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
    12. 12. Parallels  Fit out • Initial website design and build  Maintenance • Ongoing build work and support, hosting  Rent (a key cost to acquire footfall) • Organic SEO, PPC, Re-marketing, Social  Staffing • Updates, Administration, Customer Service StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Similarities with Bricks & Mortar retail
    13. 13. Pitfalls Don’t Underestimate…  Getting the Money  Delivering the Product  Staffing, Customer Service and Resources  Customer Retention StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013
    14. 14.  2006: First Shop Introducing Joe He likes fishing StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013  2010: Two more shops  Exclusive Deal
    15. 15. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013  Rent, rates, services, utilities: €40,000  Payroll: €46,000  Fit-out: €15,000 /2 yrs  Marketing: €8,000  Stock: €150,000  Costs per Annum: €261,000  Turnover: €340,000  After V.A.T.: €277,000  Net Profit: €15,000 Thinking about a new shop
    16. 16. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013  Fit-out, design & build: €10,000 / 2yrs  Payroll: €10,000  Marketing – SEO, PPC: €12,000  Hosting, Maintenance: €2,000  Stock: Use shop  Delivery and Banking: Variable  First year cost: €29,000 + stock Thinking about going online
    17. 17. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Calculating Turnover? Traffic * Conversion Rate * Basket Value = Turnover 48,000 visits * 2% CR * €150 = €144,000
    18. 18. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013 Sales, Costs, Profits Back of the envelope calculations  First year web-cost: €29,000  Cost of Stock: €64,800  Cost of Delivery: €4,800  Banking Fees: €3,900  Cost per annum: €102,500  Turnover After V.A.T.: €117,000  Net Profit: €14,500
    19. 19. StudioForty9 / E-Commerce / Thinking about E-Commerce EEI, Dublin, July 2013  Consolidating National Sales  Selling Fishing Trips to Tourists  Growth via Returning Customers  Expansion to the U.K. Growth Joe has new options for growth!
    20. 20. StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013 Technologies, Future Friendliness
    21. 21. StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013 Open source vs. Software as a Service Dance to your own tune Limited Scope = Focus Customise Everything Portable Need to find expertise Set Costs Done for you Restrictions & Lock-in
    22. 22. StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013 The difference between owning your own pig and buying a packet of ham Open source vs. Software as a Service Source: @conoro
    23. 23. StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013 Technologies What do people use? Source: http://tomrobertshaw.net/ 2013/03/feb-2013-ecommerce-survey/
    24. 24. StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013 Technologies Some criteria for assessing technology  How commonly used is the platform? Ask.  Integration options: EPOS, ERP, Payment Gateway, Accounts  Feature set: Quantity and Quality  Costs: licenses, upgrades, development, features and modules  Vendor Lock-In Issues  Migration & Portability  Reliability, scaleability, size, demands, and hosting costs
    25. 25. StudioForty9 / E-Commerce / Technologies, Future Friendliness EEI, Dublin, July 2013 Future Friendliness
    26. 26. EEI, Dublin, July 2013 27% of traffic to e-commerce sites comes from mobile devices Source: http://www.getelastic.com/global-mobile-commerce-trends-infographic/ Future Friendliness The Reason StudioForty9 / E-Commerce / Technologies, Future Friendliness Global Average
    27. 27. EEI, Dublin, July 2013  Leave as is • Yes, this is a viable option  Mobile Site • A different site served to mobile devices  Responsive Site • The same site but it ‘responds’ to the device and screen- size StudioForty9 / E-Commerce / Technologies, Future Friendliness Future Friendliness Three Options
    28. 28. EEI, Dublin, July 2013 Leaving it as is  Difficult processes to replicate for moblie  Make certain the site functions on a mobile phone at least!  Regularly check conversion rate StudioForty9 / E-Commerce / Technologies, Future Friendliness Future Friendliness
    29. 29. EEI, Dublin, July 2013 Mobile Site Approach  Good where a specific approach is required for smartphones  Great for assuming a mobile context – tourism sites etc  May be cheaper than responsive StudioForty9 / E-Commerce / Technologies, Future Friendliness Future Friendliness
    30. 30. EEI, Dublin, July 2013 Future Friendliness Responsive Site Approach  Ideal for ‘appropriately’ presenting all site content on all devices  Adds to time and cost  Good for presenting content for the mobile context  Avoids SEO issues often associated with the mobile approach StudioForty9 / E-Commerce / Technologies, Future Friendliness
    31. 31. EEI, Dublin, July 2013 Future Friendliness A minor note of caution StudioForty9 / E-Commerce / Technologies, Future Friendliness  Mobile is a reality: it must be considered  That said, it is not a “simple add-on”  It might even double design, build & maintenance costs  Think hard about how your customer might benefit from a mobile approach before you implement one
    32. 32. StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions EEI, Dublin, July 2013 Quick Wins, Clever Wins, Questions
    33. 33. EEI, Dublin, July 2013 Some Quick Wins Present your Delivery Costs  If you have Free Delivery shout about it  Even if you don’t, make sure to mention your delivery options early StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions
    34. 34. EEI, Dublin, July 2013 Some Quick Wins Guarantees and Returns Policy  Reassure your customers if you have a Guarantee, a “No Quibbles Return Policy”, a simple “Return In Store” policy - let customers know.  Conversion rates are higher where customers feel they have options StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions
    35. 35. EEI, Dublin, July 2013 Some Quick Wins Easy to Find Phone Number  Your customer is at a remove from you, let them know they can call you  Don’t make your customers hunt for your phone number  Customers like to know where you are StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions
    36. 36. EEI, Dublin, July 2013 Clever Wins Never forget: Conversion Rates and Order Value Traffic * Conversion Rate * Basket Value = Turnover Once your site is built and traffic established, the best way to dramatically increase profits is to continually work on increasing your Conversion Rate and Average Basket Value StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions
    37. 37. EEI, Dublin, July 2013 Clever Wins Multiple site – build once, build again  Cornering the market • MyShirts.com • FancyShirts.com • BudgetShirt.com  Expanding to International Markets StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions
    38. 38. EEI, Dublin, July 2013 Questions? Gerard Keohane info@studioforty9.com 087 225 1250 StudioForty9 / E-Commerce / Quick Wins, Clever Wins, Questions

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