Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sara Wood - Before and after IPO

401 views

Published on

Leading the Product Speaker Sara Wood talks about "Navigating the ever-changing landscape of building products"

For the blog post that goes with this presentation and more speaker talks go to:
https://www.leadingtheproduct.com/behind-the-scenes/

Published in: Business
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • There are over 16,000 woodworking plans that comes with step-by-step instructions and detailed photos, Click here to take a look ➤➤ http://tinyurl.com/yy9yh8fu
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Get access to 16,000 woodworking plans, Download 50 FREE Plans... ➤➤ http://ishbv.com/tedsplans/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The #1 Woodworking Resource With Over 16,000 Plans, Download 50 FREE Plans...  http://ishbv.com/tedsplans/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Sara Wood - Before and after IPO

  1. 1. Navigating the ever-changing landscape of building products Before and after IPO Sara Wood
  2. 2. Chapter II: Present - Becoming a publicly traded company Chapter III: Future - Now what? Contents. 2 Chapter I: Past - Building a company with hyper growth Forward: The set up - Who I am - What Farfetch is - Building the business - Road to IPO
  3. 3. The set up 3 Forward: The set up
  4. 4. Hello I’m Sara. 4 Forward: The set up Early Years: i <3 computers • First computer 1987 • First job after MBA was to build my own computer with a screwdriver & a box of parts! • Gopher, listproc, vim/pico, html1 & elm/pico • Collected data manually from law libraries and via global contacts on IRC. • Steve Martin Me
  5. 5. Hello I’m Sara. 5 Forward: The set up 1st Dotcom Boom • Visual design • PERL and CGI scripts • CSS & Javascript • Front end • Content writing & editing • Research • Fundraising Steve Martin Me
  6. 6. Hello I’m Sara. 6 Forward: The set up Product Leadership since then • 3x seed stage companies • 1x design/webdev agency • 3x hyper growth • 2x f500s • 2x international agencies • 2x NGOs • 1x tech money backed institute and an Ivy. Steve Martin Me
  7. 7. 7
  8. 8. Building a company with hyper growth 8 Chapter I: Past
  9. 9. 9 Our job is to solve problems in a way things just work. The idea that we make people’s lives a little bit easier — without them even knowing we exist — is exciting, liberating, and motivating. The role of Product. Chapter I: Past Cobbler’s elves!
  10. 10. 10 We had a huge vision in a hard space, that combination attracts the best people in tech. As you start growing like crazy, it can be hard to recruit as fast as you need. Attracting the best people. Chapter I: Past Only the best!
  11. 11. 11 Need to be adaptable. In the early days, you’re still proving your business model or raising funds. You don't have the luxury of having all the key disciplines at the table either. Each stage requires a different approach. Chapter I: Past Founded in 2008 2014: supply from 64 boutiques 2015: Farfetch Acquires Browns 2016: 600 boutiques
  12. 12. 12 Nobody can predict the future. This business is both art and science and often luck. Is the market ready to be disrupted in your space? Are customers interested in your brand and product offering? It’s all in the timing. But if you get it all just right, your numbers start growing. No single approach works in any two companies. Chapter I: Past To the future!
  13. 13. 13 Hyper growth. Chapter I: Past GMV 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Founded First US Retailer on marketplace Series A Investment 100+ retailers $50m+ GMV 240k Marketplace Customers Further Expansion to 31 supply Countries Launched brands On marketplace Black & White Browns Acquisition 1 millionth Marketplace Consumer F90 Store of the Future style.com JD.com Partnership with Harvey Nichols Chanel Burberry Chalhoub Group
  14. 14. 14 The path to IPO I Chapter I: Past Our F1! Starts about a year in advance. Quietly start prepping for the filings, but no one knows this is what you are working on at the edges of your day job. Our F-1 focused heavily on the product we have built “Farfetch is the leading technology platform for the global luxury fashion industry”
  15. 15. 15 Our vision. Chapter I: Past Global platform! Our vision!
  16. 16. 16 Then come the analysts days - Product was always on the agenda. Talking to bankers in closed sessions, sharing your vision and what you have done so far. Hoping your message lands. The roadshows. Chapter I: Past
  17. 17. 17 Our platform is at the core of everything. Chapter I: Past Stakeholders Our approach Luxury consumers Luxury Sellers (Brands & retailers) Third-Party Companies Building on our Platform Internal customers API First Multi-tenancy Modularityy Flexibility Road-testingatscale = Best practices for customer journey
  18. 18. 18 Creating an operating system. Chapter I: Past Data Farfetch API Farfetch API Marketplace Seller Tools Black & White solutions Store of the Future Other Applications Additional servicesCustomer ServiceFulfilmentPaymentsMarketing Product Catalogue Inventory Management Photography Data APPLICATIONS SERVICES This party integrations External service providers
  19. 19. 19 Data unlocks a ‘no channel’ approach. Chapter I: Past Inventory data 295,000 SKUs1 Traffic data 33m visits per Product data 3.9m SKUs Customer feedback 92% customer satisfaction3 Customer interactions 155 per seconds Pricing data 1.9m orders placed in 2017 Shipping data 7,600 deliveries per Operating data 98.4% stock “KNOW ME” “INSPIRE ME” “BE WHERE I AM” CUSTOMER IS THE CHANNEL
  20. 20. 20 It also unlocks core product priorities Chapter I: Past Embrace external shifts Shape internal journey 70% 37%+ +278% 60%+ Traffic on App & Mobile Web CN Traffic Through Dedicated iOS App Increase in VIP App Traffic YoY More Units in Our Catalog YoY
  21. 21. 21 Platform enables us to build truly local experiences. Chapter I: Past Local Language Consumer Preferences Local engagement Mobile eCommerce label Local regulations Sales cycle • 37%+ consumers in China are willing to pay for products using mobile • Localised payment & login • Localised delivery & CS • Fashion authority • vs discovery • Cross border • Supply chain
  22. 22. 22 Our platform enables new businesses to be built… Chapter I: Past Black & White Customers Mono-Brand Ecommerce offering tailored for luxury market MULTI-TENANCY CAPABILITIES • Specific pricing, categorization, customer tree • Tailored business logic, rules, descriptions • Shared architecture • Push and pull of data and
  23. 23. 23 … and enables new experiences in store Chapter I: Past Retailers Customers of affluent shoppers research online before purchase of luxury sales still take place offline (75% by 2025) higher lifetime value of multi-channel shoppers vs. single-channel of consumers in store are unknown digitally How to provide personalised service? How to empower Store Assistants? 85% 75% 91% 13x CUSTOMER CENTRIC NO CHANNEL OPEN / MODULAR HUMAN INTERACTION
  24. 24. 24 After the roadshows… Chapter I: Past Our Platform
  25. 25. 25 But you still can’t talk about it. Chapter I: Past We actually opened at $9b Huge industry, unique offering Platform play resonated with analysts Magnitide of what we are doing
  26. 26. Becoming a publicly Traded company 26 Chapter II: Present
  27. 27. A single moment. 27 Chapter II: Present
  28. 28. A celebration of hard work. 28 Chapter II: Present
  29. 29. Stories are built on characters. 29 ALL companies are technology companies. We happen to work in fashion. At Farfetch, Product & Design has always been a main character. Ringing the bell! Me again! Chapter II: Present
  30. 30. 30 Sharing more and new types of numbers than before. In a publicly traded company there are shareholder meetings, quarterly earnings calls and more scrutiny of how you make decisions. What does this mean for product? Chapter II: Present
  31. 31. 31 But you must also be really good at continuous deployment of incremental value. Your job as product is still to keep your eye on the short and long term visions.  To grow top-line AND bottom-line while innovating into new spaces ahead of the rest. You must still take risks. Chapter II: Present
  32. 32. 32 01. Develop a portfolio investment thesis. Measure benefits of products back into the P&L. 02. Ensure you are organised for increased autonomy, focus & accountability. Methodologies are a study in anthropology determined by your tech, industry, culture. The story continues I. Chapter II: Present
  33. 33. 33 03. Continue improving ways of working at the team level. 04. Quarterly & annual strategies rooted in data, but also long range plans that keep you tethered to the mission! A method to track alignment on the big picture (like OKRs) is your friend. The story continues II. Chapter II: Present
  34. 34. There are many more chapters to come 34 Chapter III: Future
  35. 35. 35 There’s a lot more to come. Chapter III: Future Show up. Be human. Be brilliant. Todos Juntos!
  36. 36. Thanks! 36 Sara Wood: Global VP Product

×