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Where 2.0 Presentation April 20
- 1. Adapting Daily Dealsto Live LBS.Perry Evansfounder & ceo, Closely Inc.Where 2.0April 20, 2011
- 3. < a screen shot of a Jabber IM client app circa 2003. Yep, we’ve been thinking about this space for awhile. >
- 4. Topics Obligatory Industry Fanboy Slides Small Business Viewpoint The |Blunt| Instrument of a Deal Where Do |Will Deals Come From? Where Do |Will Deals Go? Tension + Leverage
- 5. Daily Deal Phenomenon ~$3B “Captured Spend” Hundreds (and hundreds) of daily deal sites/providers 50-100K businesses in deal distribution queue ~80M opted-in consumers
- 6. WTF?
- 7. What’s The Formula Pent-up consumer desire Get out again, without the expense of 2008 Hip to save, remove the embarrassment of coupons “Group” key to concept/brand, now tangential SMB local lead frustration Complexity & mediocrity of media and search Zero risk model Perfect storm of timing (economy, social) + brand
- 10. No Customer List Featured Distribution Position Deep Margin Cut Tour Bus Consumer Lead Generation Success Pre-paid Customers Zero Risk Quantity & Timing Control SMB Viewpoint We Love This We Hate This
- 11. Deal Design: Refinement, Complexity, Noise
- 12. Shifting Deals Towards Live/LBS
- 14. Mainstream Daily Deal Today Fixed terms, time-limited offer, pre-purchase for print/mobile Voucher Customer Name & coupon identity in “redemption document”
- 15. Mainstream LBS Today Simple offers, accessed on check-in/place pages, fulfilled live via mobile/user action Reward social broadcasting (implicit = sharing) Loyalty-oriented Modest fulfillment & tracking Mostly trial & learn National local chains + edge case SMB’s
- 16. Expanding the Instrument Offers vs. Deals Casual vs. Commerce Specials + Activities/Events Pre-purchased vs. Pull Incentive vs. Reward Public vs. Private Open to all Selective to: Customers: Best, most frequent, most vocal… Conditions: Time, events, referral, situational…
- 17. Deals shift to Self Administered Variable Value Live Social Promotional Units Catchy, huh? Yield management instrument Business customized & controlled Flexible connections to distribution Variable Value: Day, time parting Conditional: 4-top, frequency, etc Live: Bonus alerts API-driven bonuses
- 18. WHERE DO |WILL DEALS COME FROM? WHERE DO |WILLDEALS GO?
- 19. Where’s the Daily Deal Money? (via @Yipit)
- 20. Check-in Propensity [inclusive/social vs. individual/reserved]
- 22. Live Display Feed/Ads
- 23. Daily Deal Campaigns
- 24. Paid Places Position
- 25. Search, Map, Social, LBS Place Pages, SMB Site
- 27. Self-serve Aims for Mainstream GroupOn Live LivingSocial Instant Facebook Deals Google Places Offers Foursquare Specials Yelp Specials & Deals Closely ;) Dashboard Remote Control
- 28. Advancing the Self-serve Model (Some of our Work @Closely) Distribution Simplicity Single entry live publishing across social, search/places, deal channels, business website, ad widgets Customer selection & distribution models: view socialselect.com Integrate self-served deals + organized campaigns Self-serve Refinements Remote control vs. dashboard user experiences Create & save offers, turn on/off any time Schedule & trigger based control of “live” and “post” actions Shout out to Foursquare’sProgress with Specials in 3.0!
- 29. Industry Tensions to Watch Business Involvement Challenges Access to Owner Time Expectations Measures ROI against “family time” Commerce Model Tug Pull of pre-paid commerce models Counter-current of live open local distribution < clouds breaking, angel singing >
- 30. Thank You! Twitter: @perryevans @closely Email: perry.evans@closely.com Blog: Closely.com/blog