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Kelkoo : ils ont reussi leur start-up

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presentation faite à l'Université Paris XIII le 18/01/06 par Julien Codorniou et Frederic Humbert

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Kelkoo : ils ont reussi leur start-up

  1. 1. « Ils ont réussi leur start-up ! » Frédéric HUMBERT Associé INNOVACOM mail : fhumbert@innovacom.com blog : www.rugby-pioneers.com Julien CODORNIOU Business Dev. Manager MICROSOFT mail : julienco@microsoft.com blog : codor.blogs.com
  2. 2. Au final … <ul><li>Top10 Européen des transactions de M&A « internet » </li></ul><ul><li>EVCA VC deal of the year 2004 </li></ul><ul><li>Top10 INNOVACOM </li></ul><ul><li>Une réussite industrielle exemplaire </li></ul><ul><li>Une histoire d’entrepreneurs hors du commun </li></ul><ul><li>Transmettre l’envie … </li></ul>
  3. 3. Modèle : vendre des « leads » 3 4 2 1 5 <ul><li>Trafic spontané </li></ul><ul><li>Mots clés </li></ul><ul><li>Référencement </li></ul><ul><li>Portails </li></ul>5. Vente du « lead »
  4. 4. Modèle : valeur du « lead » <ul><li>Vente : offre vs demande, saisonnalité, etc… </li></ul><ul><li>Sourcing : paramètre clé du niveau de marge de Kelkoo </li></ul><ul><ul><li>Marge brute au moment de la cession : 85% </li></ul></ul><ul><li>Modèle de « courtage » </li></ul>Prix du « lead » Coût du « lead » 155 € 51 € 0,25 € 12 % 33 % 5 ‰ Marge Brute Budget Marketing Tx de transformation 1289 € Pixmania TV LCD Sharp 0 € Prix de Marché 0 € Revenue Share Trafic spontané Mots clés Référencement Portails
  5. 5. Points de repère 400 ? 250 200 110 105 180 Effectif 115 ? 35 ? 85 (e) 28 (e) 42,5 13,0 13,0 <ul><li>15,0 </li></ul><ul><li>1,0 </li></ul><ul><li>1,0 </li></ul><ul><li>7,7 </li></ul><ul><li>12 </li></ul><ul><li>- 55 </li></ul><ul><li>3,4 </li></ul><ul><li>26 </li></ul><ul><li>39 </li></ul>CA EBITDA RN 2005(?) 2004(e) 2003 2002 2001 2000 M€ 23 m utilisateurs uniques (5,2 m en France) 115 m pages vues 25 m leads 2500 marchands clients Trafic mensuel début 2004
  6. 6. 1998 – 1999 : La Génèse <ul><li>Projet INRIA – BULL </li></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Propriété intellectuelle </li></ul></ul><ul><ul><li>Voilà.fr </li></ul></ul><ul><li>3 + 2 = 5 … P.Chappaz entre en lice </li></ul><ul><li>Structuration du projet : de « QUALIDATA » à « LIBERTY MARKET » </li></ul><ul><li>Novembre 99 : 1er tour de financement 2,2 m€ (33%) </li></ul>
  7. 7. 2000 : « Get Big Fast ! » <ul><li>Équipe de management </li></ul><ul><li>Mise en place du service </li></ul><ul><li>Expansion européenne </li></ul><ul><ul><li>Espagne (DondeComprar) </li></ul></ul><ul><ul><li>Angleterre (ShopGenie) </li></ul></ul><ul><ul><li>Scandinavie (ZoomIT) </li></ul></ul><ul><ul><li>Italie, Pays-Bas… </li></ul></ul><ul><li>Levées de fonds </li></ul><ul><ul><li>50 m€+ … </li></ul></ul><ul><li>Explosion de la bulle …!! </li></ul>
  8. 8. 2001 : « Stop the Bleeding ! » <ul><li>Oublier la bulle… « low cost » </li></ul><ul><li>Réussir les fusions </li></ul><ul><ul><li>Management, organisation </li></ul></ul><ul><ul><li>IT, Service : Release 5.0 </li></ul></ul><ul><li>Projet Bouddha : s’adapter à la crise : </li></ul><ul><ul><li>De 200 à 105 personnes… </li></ul></ul><ul><li>Emergence du marché « à la performance » vs « image » </li></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Liens sponsorisés </li></ul></ul>
  9. 9. 2002 : « no pain, no gain » <ul><li>Inflexion et décollage </li></ul><ul><li>Deals Pan-Européens </li></ul><ul><ul><li>MSN </li></ul></ul><ul><ul><li>Lycos </li></ul></ul><ul><li>Ouverture de l’Allemagne </li></ul><ul><li>Équilibre financier en Q3 </li></ul><ul><li>Leadership ! Kelkoo est incontournable dans les stratégies marketing des marchands… </li></ul>
  10. 10. 2003 : « En avant, toute ! » <ul><li>300% de croissance ! </li></ul><ul><li>Shopping Search Engine </li></ul><ul><li>Stratégies d’acquisition de trafic </li></ul><ul><li>Acquisition de MrPrix </li></ul><ul><li>UK dépasse la France… </li></ul><ul><li>Objectif « exit » en 2004... </li></ul>
  11. 11. 2004 : Yahoo ! <ul><li>IPO ou cession ?? </li></ul><ul><li>Cession à Yahoo! en mars </li></ul><ul><li>475 m€ … record pour une société internet européenne (hors ISP)… battu par Skype depuis… </li></ul><ul><li>L’aventure continue… </li></ul>
  12. 12. Fil rouge : les entrepreneurs !
  13. 13. En guise de conclusion… <ul><li>Construire la meilleure équipe , qu’importe le prix </li></ul><ul><li>Privilégier l’envie et l’esprit d’équipe </li></ul><ul><li>La passion comme seul moteur </li></ul><ul><li>Ne pas avoir peur d’être ambitieux </li></ul><ul><li>Bien choisir ses investisseurs </li></ul>
  14. 14. En guise de conclusion (suite) <ul><li>Ouvrir son capital </li></ul><ul><li>Agir vite </li></ul><ul><li>La qualité de service avant tout </li></ul><ul><li>Les coûts , les coûts , les coûts … </li></ul><ul><li>Provoquer la chance … </li></ul>« Seul celui qui croit vraiment en ses rêves peut les réaliser » Hergé
  15. 15. « Ils ont réussi leur start-up ! » <ul><li>Merci ! </li></ul><ul><li>Vos questions ? </li></ul>

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