EBE 2020 How to expand to new markets in 100 days - Dijana Dimitrovska
Dijana Dimitrovska Marketing MD Marley Spoon “We need to grow!” is a statement you’ve probably heard before. And there really is no reason for a business not to grow! In just 5 years, Marley Spoon brought its meal kit service to 8 markets around the world. But expanding brings challenges: Where to go? How to start? And most importantly: How to keep your team aligned and engaged along the way? Dijana will share insights on how to open a new market in 100 days. Dijana Dimitrovska is responsible for all marketing activities within Marley Spoon’s EU markets across all customer lifecycle stages. Her background is in communications, but she started her career at Marley Spoon in the performance marketing department, eventually becoming Head of the Paid Social & Display Advertising team. Here, she oversaw the global paid social & display advertisement activities, before becoming Marketing MD.
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EBE 2020 How to expand to new markets in 100 days - Dijana Dimitrovska
- 2. Confidential & Proprietary How to expand to new markets in 100 days
- 3. Confidential & Proprietary Dijana Dimitrovska MD Marketing EU
- 4. Confidential & Proprietary Problem statement: We need to grow!
- 5. Confidential & Proprietary “Bring delightful, market-fresh and easy cooking back to the people, while building a sustainable supply chain for a waste free world”
- 6. Confidential & Proprietary How to choose where to expand?
- 7. Confidential & Proprietary Unit Economics How to choose where to expand? Industry & Marketing Market Potential Quality of Product
- 8. Confidential & Proprietary MARKET POTENTIAL
- 9. Confidential & Proprietary GDP Average household size Population size Average Salary Unemploymen t rate Internet adoption Cost of living % of population ordering online Groceries Index Restaurant Index
- 10. Confidential & Proprietary INDUSTRY & MARKETING
- 11. Confidential & Proprietary CompetitionIndustry maturity Advertising potential
- 12. Confidential & Proprietary QUALITY OF PRODUCT
- 13. Confidential & Proprietary Brand vs. the marketProduct vs. the market
- 14. Confidential & Proprietary UNIT ECONOMICS
- 15. Confidential & Proprietary Top downBottom up
- 16. Confidential & Proprietary COOL, SO THEN YOU JUST EXPAND, RIGHT?
- 17. Confidential & Proprietary Get the team on board Convince the board Have a(n awesome) kick off and set up rules Jointly devise critical path Designate sub-project leads (and colors) Keep up the frequency
- 18. Confidential & Proprietary WHAT HAPPENED NEXT?
- 19. Confidential & Proprietary Let’s see some numbers... 63 23 33 105 19 1
- 20. Confidential & Proprietary So how did we launch?
- 21. Confidential & Proprietary 2.5 Mio. UVM 513 K UVM Getting some press
- 22. Confidential & Proprietary Building those first boxes
- 25. Confidential & Proprietary Thank you!