This document summarizes the 10-year history of an e-commerce company's success in 3 parts. It describes how the company initially struggled but found unexpected success, settling into a stable corporate position. It then discusses the company's focus on search engine optimization and marketing strategies. Finally, it examines factors critical to the company's success like passionate employees, organizational structure, and balancing customer needs with business goals.

1. 10 Years on a Rollercoaster – an E-Commerce Success Story Richard King, Vice President International October 2009

2. Content The opportunity that turned to dust The unwanted situation and the pot of gold Darling of the press, enemy of the banks Surprised by success Settling into a nice corporate position Critical Success Factors

3. Lean-back time Current Situation Energy only Efficient, effective, market-outperforming Near-exclusive Google focus Focus on CTR and CPC Work-in-progress Keyword tuning (ongoing) Focus on cost/conversion Investigate increased effort for content network (conversion optimisation, medium) Short-notice and temporary tactical SEM campaigns to accompany other marketing actions (notably PR) re content, timing, geography

4. European Deregulation and National Reality The Political Opportunity Current Situation Energy only Efficient, effective, market-outperforming Near-exclusive Google focus Focus on CTR and CPC Work-in-progress Keyword tuning (ongoing) Focus on cost/conversion Investigate increased effort for content network (conversion optimisation, medium) Short-notice and temporary tactical SEM campaigns to accompany other marketing actions (notably PR) re content, timing, geography 1998: 1998: The Revolution for Consumers in Telecommunications ! 1998: A Regulator is formed ...

5. Investor: Take a look at the energy industry! Verivox: Energy is less competitive than telecommunications Energy is slower than telecommunications Energy is more heavily regulated than telecommunications Energy is less emotional than telecommunications Energy is even more boring than telecommunications! The Hard Place & the Pot of Gold Investor Pressures and the Main Revenue Stream

6. Press‘ Darling, Banks‘ Enemy Consumer Interest versus Traffic Monetization

7. Success can be a Surprise Managing Scalability

8. The Nice Corporate Position A Company with both feet on the ground ... ... is standing still !

9. Passionate People and Organizational Structures Critical Success Factors Three Personal Pearls of Wisdom

10. Passionate People and Organizational Structures The Pursuit of Excellence and Business Model Implications Critical Success Factors Three Personal Pearls of Wisdom

11. Passionate People and Organizational Structures The Pursuit of Excellence and Business Model Implications Customer Wishes and Brand Values Critical Success Factors Three Personal Pearls of Wisdom

12. Thank You Richard King +49 (0) 6221 7961-263 Vice President International richard.king@verivox.com