This is a overview of key lessons to build a culture of innovation at eBags.com

1. CONFIDENTIAL 1

2. CONFIDENTIAL
our
2
eBags Vision
To be the world’s most revered travel goods
expert, dedicated to enhancing all life’s journeys
and adventures

3. CONFIDENTIAL 3
Interesting Facts
28.5 Million
Bags Sold55 Million+
Site Visitors
eBags at a Glance
Right Product | Right Time | Right Customer
4.4M
Reward
Members
3.4M
Reviews

4. 4CONFIDENTIAL
50%+
$100K Household Income
87%
Frequent Flyers
20%+
150K Household Income
70%
College Educated
51%
Repeat Customers
Highly Engaged Consumers Across Key
Demographic Groups
70%
Women
$$

5. 5CONFIDENTIAL
Building Powerful Partnerships Is in Our DNA
18 Years of collaboration with a thousand brands
makes eBags uniquely situated to deliver
the right product at the right time.

6. 6CONFIDENTIAL
How To Drive Innovation
In a Disrupted Industry
Attract the Right Talent
1
2
Embrace Your Values3
Embrace Disruption
4 Find Your Focus
5
6
Learn from the Past
Test Rapidly

7. CONFIDENTIAL 7
“The best brands are built by scrappy, small, passionate teams
that dream big every day. You have to manage your cash like
gold, and invest wisely based on your brand and strategic
priorities. The relentless and brilliant execution of a few
customer-relevant ideas can deliver truly transformative results.”
Mike Edwards, eBags CEO

8. Culture Defined
CONFIDENTIAL 8
Who Gets Hired + Who Gets Fired + Who Gets Promoted
X
Industry/Company Performance
X
Values Commitment + Brand/Customer Mission
X
Leadership Effectiveness
=
COMPANY CULTURE

9. CONFIDENTIAL 9

10. Almost All Turnarounds Can Become
Transformations
CONFIDENTIAL 10

11. CONFIDENTIAL 11
“A company’s success is directly tied to the talent level of the
organization. If your team does not embrace the brand's
values, it will never be authentic to the customer.”
Mike Edwards, eBags CEO

12. Learn From Your History
CONFIDENTIAL 12
eBags: “A Culture of Experimentation”
(1998 co-founders at “HQ” – Peter’s living room)

13. Establish Values
CONFIDENTIAL 13
OWNERS - Take personal responsibility. Act with urgency. Be accountable. Trust
yourself and others to make decisions. Be Entrepreneurs
BOLD - Listen first to understand. Give and receive honest feedback. Share new
ideas and brutal facts courageously. Move fast on opportunities.
DRIVEN - Never compromise on the customer experience. Innovate everyday
KEEP IT SIMPLE - Focus on priorities. Streamline and simplify. Call out
unnecessary complexity. Get rid of bureaucracy and red tape.
COLLABORATE - Rely on each other. Share resources, information and best
practices across teams. Always think customer first.
eBags Values Make Decision-Making Easier

14. Find Your Focus
CONFIDENTIAL 14
“The key is to teach the organization to stay hungry, humble and open
to change. If something is not working, then adjust the strategy, but do
not give up, just keep learning and innovating.” – Mike Edwards

16. Rapid Test New Technologies & Learn
CONFIDENTIAL 16
eBags + iterate.ai = increased sales & conversions by 15-20%
• eBags tested 12 technologies in first 12 months, implemented eight
• YOTTAA – 30% improvements in web page
performance and a 10% increase in conversion rates
for mobile devices.
• BRANDLOCK: 3% conversion uplift to over 10%,
“In my world, once a
customer gets through
our site and clicks, it
had better be great.” –
Mike Edwards

17. CONFIDENTIAL 17
We like to pioneer, we
like to explore, we like to
go down dark alleys and
see what’s on the other
side.
- Jeff Bezos

18. CONFIDENTIAL 18
Deliver a leading edge mobile
eco-system that sustains
customer engagement
>50%
2017E Traffic
70%
Mobile Sales
Growth
Mobile First
Rapidly Increasing Mobile Visitors & Conversion Rate
(‘000s)
1,490 1,595
2,202
1,997
2,044
2,449
3,276
4,200
1.0% 1.0%
1.2%
1.7%
1.2% 1.3%
1.5%
2.0%
3.0%
Q1 '15 Q2 '15 Q3 '15 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16E 2017E
Visitors Conversion Rate

19. 19CONFIDENTIAL
How To Drive Innovation
In a Disrupted Industry
Attract the Right Talent
1
2
Embrace Your Values3
Embrace Disruption
4 Find Your Focus
5
6
Learn from the Past
Test Rapidly

20. Mike Edwards
CEO | eBags
Email: mje@eBags.com
Telephone: (303) 967-2201
Twitter : @EBAGSRCKS