Where 2.0 Presentation April 20

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Presentation from 2011 Where 2.0 on the convergence of Daily Deals and LBS.

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Where 2.0 Presentation April 20

  1. 1. Adapting Daily Dealsto Live LBS.Perry Evansfounder & ceo, Closely Inc.Where 2.0April 20, 2011<br />
  2. 2. our vantage point<br />
  3. 3. < a screen shot of a Jabber IM client app circa 2003. <br />Yep, we’ve been thinking about this space for awhile. ><br />
  4. 4. Topics<br />Obligatory Industry Fanboy Slides<br />Small Business Viewpoint<br />The |Blunt| Instrument of a Deal<br />Where Do |Will Deals Come From?<br />Where Do |Will Deals Go? <br />Tension + Leverage<br />
  5. 5. Daily Deal Phenomenon <br />~$3B “Captured Spend”<br />Hundreds (and hundreds) of daily deal sites/providers<br />50-100K businesses in deal distribution queue<br />~80M opted-in consumers<br />
  6. 6. WTF?<br />
  7. 7. What’s The Formula<br />Pent-up consumer desire<br />Get out again, without the expense of 2008<br />Hip to save, remove the embarrassment of coupons<br />“Group” key to concept/brand, now tangential<br />SMB local lead frustration<br />Complexity & mediocrity of media and search<br />Zero risk model<br />Perfect storm of timing (economy, social) + brand<br />
  8. 8. SMALL BUSINESS VIEWPOINT<br />
  9. 9. SMB Love Fest?<br />
  10. 10. No Customer List<br />Featured Distribution Position<br />Deep Margin Cut<br />Tour Bus <br />Consumer<br />Lead Generation<br />Success<br />Pre-paid Customers<br />Zero Risk<br />Quantity<br />& Timing Control<br />SMB Viewpoint<br />We Love This<br />We Hate This<br />
  11. 11. Deal Design: Refinement, Complexity, Noise<br />
  12. 12. Shifting Deals Towards Live/LBS<br />
  13. 13. THE |BLUNT| INSTRUMENT<br />
  14. 14. Mainstream Daily Deal Today<br />Fixed terms, time-limited offer, pre-purchase for print/mobile Voucher<br />Customer Name & coupon identity in “redemption document”<br />
  15. 15. Mainstream LBS Today<br />Simple offers, accessed on check-in/place pages, fulfilled live via mobile/user action<br />Reward social broadcasting (implicit = sharing)<br />Loyalty-oriented<br />Modest fulfillment & tracking<br />Mostly trial & learn<br />National local chains + edge case SMB’s<br />
  16. 16. Expanding the Instrument<br />Offers vs. Deals<br />Casual vs. Commerce<br />Specials + Activities/Events<br />Pre-purchased vs. Pull <br />Incentive vs. Reward<br />Public vs. Private<br />Open to all<br />Selective to:<br />Customers: Best, most frequent, most vocal… <br />Conditions: Time, events, referral, situational…<br />
  17. 17. Deals shift to Self Administered Variable Value Live Social Promotional Units<br />Catchy, huh?<br />Yield management instrument<br />Business customized & controlled<br />Flexible connections to distribution<br />Variable Value:<br />Day, time parting<br />Conditional: 4-top, frequency, etc<br />Live: <br />Bonus alerts<br />API-driven bonuses<br />
  18. 18. WHERE DO |WILL DEALS COME FROM?<br />WHERE DO |WILLDEALS GO? <br />
  19. 19. Where’s the Daily Deal Money? (via @Yipit)<br />
  20. 20. Check-in Propensity<br />[inclusive/social vs. individual/reserved]<br />
  21. 21. Collapsing Distribution Silos:Stimulating Demand with/through Visitors & CustomersIntentioned, Discovered, Serendipitous<br /><ul><li> Live Search Position/Tags
  22. 22. Live Display Feed/Ads
  23. 23. Daily Deal Campaigns
  24. 24. Paid Places Position
  25. 25. Search, Map, Social, LBS Place Pages, SMB Site
  26. 26. API/Dev paths</li></li></ul><li>We’re All Going to Live<br />Self-serve + live media go hand-in-hand<br />Mobile is the obvious instrument of choice<br />SMB Behavior is the big unknown<br />Product/design does not solve time/fear issues<br />
  27. 27. Self-serve Aims for Mainstream<br />GroupOn Live<br />LivingSocial Instant<br />Facebook Deals<br />Google Places Offers<br />Foursquare Specials<br />Yelp Specials & Deals<br />Closely ;)<br />Dashboard<br />Remote Control<br />
  28. 28. Advancing the Self-serve Model (Some of our Work @Closely) <br />Distribution Simplicity<br />Single entry live publishing across social, search/places, deal channels, business website, ad widgets<br />Customer selection & distribution models: view socialselect.com<br />Integrate self-served deals + organized campaigns<br />Self-serve Refinements<br />Remote control vs. dashboard user experiences<br />Create & save offers, turn on/off any time<br />Schedule & trigger based control of “live” and “post” actions<br />Shout out to Foursquare’sProgress with Specials in 3.0!<br />
  29. 29. Industry Tensions to Watch<br />Business Involvement Challenges<br />Access to Owner<br />Time Expectations<br />Measures ROI against “family time”<br />Commerce Model Tug<br />Pull of pre-paid commerce models<br />Counter-current of live open local distribution<br />< clouds breaking, angel singing ><br />
  30. 30. Thank You!<br />Twitter: <br />@perryevans<br />@closely<br />Email:<br />perry.evans@closely.com<br />Blog:<br />Closely.com/blog<br />

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