1. Lessons learned from international expansions within, into, and beyond Europe!
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February 2, 2015 – European Entrepreneurship and Innovation @ Stanford Engineering!
Expanding to Europe!
Bastian Purrer – VP Growth, Homejoy Inc!

2. Overview!
Rocket Internet – the European perspective!
Homejoy – the Silicon Valley perspective!
Why Europe?!
How to Expand – a Checklist!
Different Expansion Strategies!

3. Personal intro!
3
VP Growth at Homejoy since 2014

4. Rocket Internet – expansion as a business model!
Why it matters!
1. Know how to react!
2. Bring your best game!
3. Keep innovating!
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5. About Homejoy!
Founded in Mountain View!
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Online Platform for !
Home Service Providers!
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30+ cities in 2 years!
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6. Homejoy’s Expansion to Europe!

7. Why Europe?!
E-commerce Sales 2015,!
by region (projected)!
Source: eMarketer, June 2013
$606b
$523b
$323b$423b
$63b
$40b

8. How to Expand!
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q Country Selection!
q Vision!
q Hiring!
q Legal set up!
q Technical localization!
q Operational localization!
q Marketing!

9. Global Structure – Central vs Local!
Operations!
Sales!
Digital Marketing, Email!
Product!
Inventory buying: Local-only brands!
Engineering!
Localized" " " " " " " " " " " " " " " " "Centralized!
Customer Service!
Partnerships, Offline Marketing!
Analytics/Data Science/Business Intelligence !
Inventory buying: International brands!

10. Acquisition:!
Ø Local Talent!
Ø Unique Technology!
Ø Users/Supply!
Ø Join forces!
Ø Overcome legal hurdles!
Ø Head start, faster to market!
Expansion Strategies!
DIY:!
Ø Start from zero!
Ø More influence on processes & culture!
Ø Needs attention & central !
"resources!
Ø Can be distracting from US market!
Ø Usually less expensive!

11. !
Bastian Purrer!
www.homejoy.com!
@homejoyinc!
bastian@homejoy.com!
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P.S. We are hiring Engineers! Please reach out!!
Thank you!