The Starlook.Ru project is a Russian social shopping site for women. Users generate most of the site's content by searching for, discussing, and sharing opinions on beauty products. The site aims to help women make informed shopping decisions. It features expert recommendations alongside user reviews and editorial content. With over 1 million registered users, the site is growing rapidly in part due to a partnership with the Mail.Ru Group. The site generates revenue through advertising and by allowing brands to feature their products in the site's catalog.

2. The Project
Starlook.Ru is the first Russian social shopping pro-
ject for women. Users are constantly searching,
discussing, exploring, playing and choosing beauty
goods within the project. Content is mostly user-gen-
erated. Thus the audience finds itself in a pleasant
position of taking shopping decisions.
Apart from the active shopaholics community,
Starlook.Ru contains expert views and recommen-
dations as well as editorial content to help its fe-
male users make a proper choice.
Project launch: 8 March 2009
15 employees
Russia, Moscow
www.starlook.ru 1

3. Starlook team
Alyona Popova Vladimir Karpov
CEO, Co-founder Executive director, Co-founder
8 years in IT 9 years in IT
Artem Shilov Vladimir Ionov
Marketing director Senior Software Engineer
9 years in IT 12 years in IT
Olga Shishkova Angela Arutyunyan
Advertising Sales Director Editor-in-chief
5 years in IT 6 years in IT
www.starlook.ru 2

4. Russian market
50 million people 45.8
Internet audience, advertising and e-commerce are
growing fast in Russia. Most brands, shops and other 40
advertisers are redirecting their ad budgets to the Web. 33.7
30
21.7
E-commerce is still undeveloped due to logistic systems 20
13.1
frequent failure which results in the unpopularity of elec-
tronic payment method. Therefore companies today are 10
mostly oriented in attracting customers to their offline
shops. 2002 2003 2004 2005 2006 2007 2008 2009 2010
Internet audience
6.800
940
6 billion ($) 1 billion ($)
5 4.533 800
621
4 600
3 400
2.282 194
2 200
2006 2007 2008 2009 2010 2006 2007 2008 2009 2010
E-commerce volume Internet advertising volume
Sources: comScore, NЕСА, AKAR
www.starlook.ru 3

5. Starlook.Ru users
1 600k
1 000 000
1.5 million
1 million
374k
500k
Number of registered users (including the Starlook
100k Mail.Ru Group users) in April 2011
April October April October April October April
2009 2009 2010 2010 2011 2011 2012
The amount of users is constantly increasing due to the Starlook
75%
Mail.Ru Group partnership program
31% female
25% 25%
13%
7% 25%
male
12-17 18-24 25-34 35-44 45-54
Age groups
Sources: TNS Gallup Media (December 2010), Google Analytics, Live Internet
www.starlook.ru 4

6. Pages and services
Community. Every Starlook.Ru user has his own profile with his style Merchandise. Social network is created around a catalogue of
and preferences and makes connections with other users. Friend feed, beauty items with the detailed information on every merchandise,
rating and award systems, personal messaging help connecting users including feedback, discounts, brand and offline shops. This kind of
and gathering them into a community. Special services allow to create content is provided by professional editors.
and discuss UGC based on merchandise, which makes women spend
time on the site.
www.starlook.ru 5

7. Community and services
Profiles Experts
Personal pages reflecting user’s style Beauty industry professionals giving
and preferences their tips to users
Sets Q&A
Collages of merchandise Service for getting community’s
opinion and feedback
Contests Looks
Sets and photos competition Users’ overall looks, makeup and haircuts
Badges Reviews
Award system for special kinds of Detailed user feedback on
users’ activity merchandise
www.starlook.ru 6

8. Merchandise and services
Catalogue of merchandise
3 main categories: Wardrobe, Toiletry Case, Jewel-box
Shops, brands, promotions
Producers’ data, points of sale, special offers
Articles, Videos
Professional content about and around products
Weather, occasions
Merchandise proposals on different occasions
Encyclopedia
Detailed information on products and categories
www.starlook.ru 7

9. Monetizing
Placing merchandise in the catalogue
A unique service for Russia so far, which marks the project among competitors. Clients (clothes, cos-
metics and jewelry companies) get monthly subscription fee, which includes catalogue placing and
special services. The service is positively accepted by marketing directors of the leading brands and
shops.
Display advertising
Display advertising is currently main revenue generator for Russian web projects. The volume of ad-
vertising market is constantly increasing. Traditional ad banners keep attracting advertisers unlikely
to risk. Project contains some space for traditional media ads. Advertisers are attracted by means of
own sales departments as well as sales agencies service.
Special projects
Very popular format on the Russian market, created to meet the individual needs of every customer.
They usually require some extra creative and technical support, which is covered by extra cost.
www.starlook.ru 8

10. Development options
StarLook Monitoring Recommendation service
Analytical service for brands and shops which Proposing the products based on user’s
helps monitor user engagements with goods. profile and behavior within the project.
Mobile and Social
Selling products
network apps
In-house sales with coupon services
Broadening usage and providing and own e-commerce shop.
geolocation services.
www.starlook.ru 9

11. Customers and partners
Mail.Ru Group is the largest Internet company in the Russian-speaking world and leading Internet
company in Russia, based on global monthly unique users
Customers and partners
www.starlook.ru 10

12. Customers have never
been so close
www.starlook.ru 11

13. Alyona Popova Vladimir Karpov Artem Shilov
CEO, Co-founder Executive director, Co-founder Marketing Director
007 916 555115 007 906 0428955 007 915 0988464
popova@starlook.ru karpov@starlook.ru shilov@starlook.ru
Phone
007 495 7776725
Address
127015, 34-14 Raskovoi str., Moscow, Russia. Office 406.
www.starlook.ru