Mktg 476 business presentation

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Mktg 476 business presentation

  1. 1. Business CasePresentationDominiqueMeinkeMarketing476June 18, 2013
  2. 2. ABOUT ETSY
  3. 3. HISTORY OF ETSY Started by iospace on June18, 2005 Founded by Robert Kalin,Chris Maguire and HaimSchoppik From the Italian “etsi,”meaning “oh yes.”
  4. 4.  Online marketplace (p2p =people to people) Mostly DIYs (15 million in150 countries) Products listed for $.20 Once product sells, Etsycharges 3.5% fee on priceof item Offices in Brooklyn, SanFrancisco and BerlinOVERVIEW
  5. 5. HOW ETSY WORKS
  6. 6. DECENTRALIZATION Considered a decentralizednetwork Non-linear: Users can connectwith one another (users), as well ascentral node (Etsy) Adaptive: Organizes self throughfunctions Self-organized: Users learn tocreate stores, pages Organized complexity: “Bottom-up” properties emerge, includingpage marketing, pricing,branding, etc.
  7. 7. ETSY’S ECO-SYSTEM
  8. 8.  Competitors: Artfire, BigCartel, Bonanza, Cargoh,Coriandr, DaWanda, Folksy,iCraft, Made it Myself, Not onthe High Street, Storenvy,Supermarket, Yokaboo,ZibbetCOMPETITORS AND PARTNERS Partners: Nordstrom, WestElm. Paypal for payments
  9. 9.  Other Partners (socialmedia): Pinterest,Facebook, Twitter,Google, Flickr, etc.COMPETITORS AND PARTNERS
  10. 10. OTHER PRODUCTS, SERVICES
  11. 11. USER BASE, CUSTOMERS
  12. 12.  Investors: Union SquareFunding (Flickr), AccelPartners and IndexVentures Users: Buyers, Sellers /Stores Employees of EtsySTAKEHOLDERS
  13. 13.  Sellers set up “Etsy stores” to sellproducts, provide inventory(posted for sale) Buyers purchase products fromEtsy stores, bringing buyers andsellers together from all over theworld. Etsy charges fees, maintains site Investors contribute funds toallow growth Etsy created pages for “groups”and “teams” to connect to sellproducts together Etsy stores create products forbranding to other Etsy storesHOW ETSY WORKS
  14. 14. SUCCESS
  15. 15. BUSINESS ANDREVENUE
  16. 16.  Task of obtaining andmanaging inventory givento community (or “crowd”)through open call Uses “IndividualProduction” to createinventory Relies on “user to user”distributionCROWDSOURCING
  17. 17.  Funding through investors Revenue created throughselling fees Other revenue from paidsearch adsFUNDING AND REVENUE
  18. 18.  Long-tail goods: largenumber of unique itemswith small quantities ofeach Etsy long-tail goods:Handcrafted, uniqueitems with lesser quantitiesDISTRIBUTION
  19. 19. REVENUE MODE ANDINTELLECTUALPROPERTY
  20. 20.  Win-win: Both Etsy andseller win with each sale,revenue earnedREVENUE MODE
  21. 21.  Policies to protectEtsy property Profits sharedbetween Etsy,sellersINTELLECTUAL PROPERTY

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