1. Ingredients of a Successful Web
Business
Chris Harvey
Chairman, Caravat.com
General Director, VietnamWorks.com
15 November 2008

2. Our Objectives Today
• A few thoughts on the ingredients of successful web
businesses
• Discussion

3. Main Ingredients
1. A CLEAR objective – Fill a NEED!
2. CLEAR positioning (What is this site about?)
3. CLEAR and PRACTICAL monetization model
4. UX: Think like a user, i.e. “Don’t make me think!!”

4. A CLEAR Objective – Fill a need!
• What consumer problem does the site solve?
• Users don’t care about “cool” – they care about value
• Don’t try to fill too many needs – be a CATEGORY
KILLER

5. CLEAR POSITIONING – What is this site about?
• Technology is necessary but not sufficient
• It’s all marketing
• Communicate your value clearly and quickly – “Why
should I care?”

6. What is this site about?

7. What is this site about?

8. What is this site about?

9. What is this site about?

10. CLEAR and PRACTICAL Monetization Model
• Users pay for value they can’t get elsewhere. What
unique value do you provide?
• “Hard value” – Users pay for transactions
(VietnamWorks, Caravat, eBay, VinaGame)
• “Soft value” – Users don’t pay, just advertising
(YuMe.vn, VNexpress, blogs, video sites, news sites)
• Hard value if easier to monetize than Soft value
• Payment payment payment!

11. UX Rule: Don’t make me think!
• “UX” = “User Experience”
• Bad UX: Users have to think
• Good UX: Users don’t have to think
• Go buy “Don’t Make me Think” by Steve Krug

12. UX Rule: Don’t make me think!

13. UX Rule: Don’t make me think!

14. Discussion