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Jump start-strategy-book-sellers-training-webinar-version

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Jump start-strategy-book-sellers-training-webinar-version

  1. 1. Textbook Growth strategy – Jump start your book business at the right place and right time eBay SEA Team
  2. 2. Show me the money! <ul><li>Size of US Textbook Business </li></ul><ul><li>Top Southeast Asia Textbook Sellers </li></ul>Steps to start textbook business (What, When, Where, How) 1 Best Practices 2 3 <ul><li>What type of textbook to sell </li></ul><ul><li>When is the best period to sell textbook </li></ul><ul><li>Where to list the textbook </li></ul><ul><li>How to find the right textbook to sell </li></ul><ul><li>Reduce SNAD disputes related to International Editions Items </li></ul><ul><li>Good Customer Service Techniques </li></ul><ul><li>Maximize Exposure in Best Match </li></ul><ul><li>Others </li></ul>Key Themes For Starting Your Textbook Business
  3. 3. Show me the money! <ul><li>Size of US Textbook Business </li></ul><ul><li>Top Southeast Asia Textbook Sellers </li></ul>1 Show me the money!
  4. 4. Bigger Pie Each Year: Demand for US and SEA Textbook is growing Exact Figures - Confidential
  5. 5. Show me the money! <ul><li>Size of US textbook business </li></ul><ul><li>Top Southeast Asia Textbook Sellers </li></ul>1 Show me the money!
  6. 6. MY Top Textbook Seller: ***vvv (US$346K past 3 month) Source: www.Terapeak.com
  7. 7. TH Top Textbook Seller: ****wh** (US$203K past 3 month) Source: www.Terapeak.com
  8. 8. TH Top Textbook Seller: *****de***ho* (US$260K past 3 month) Source: www.Terapeak.com
  9. 9. Steps to start textbook business – What, When, Where, How Steps to start textbook business (What, When, Where, How) 2 <ul><li>What type of textbook to sell </li></ul><ul><li>When is the best period to sell textbook </li></ul><ul><li>Where to list the textbook </li></ul><ul><li>How to find the right textbook to sell </li></ul>
  10. 10. Sell International Edition Textbook <ul><li>US Edition: US$122.75 </li></ul>Take advantage of the huge price difference between International Edition and US edition Note: Sellers will have to take note of the few minor differences between the 2 edition when listing. (More Detail in next slide) Buyer Save 52% International Edition: US$59 US Edition: US$165.47
  11. 11. Comparison between International Edition and US Edition Textbooks Some textbooks have different CD or access to online resources Not all US edition textbooks have it CD or Access to Online resources Some have difference case studies All Case Studies Some IE Textbooks have different homework questions All Homework Questions Generally Same (Check Table of content and Index) All topics Content “ International Edition” on cover and sometimes with the word “Not for sales in US” “ US Edition” on cover Cover Design Soft (Mainly) Hard Cover Material International Edition US edition
  12. 12. Bestseller Titles in Textbook Category
  13. 13. Bestseller Titles in Textbook Category
  14. 14. Other Interesting Facts about International Edition Textbooks <ul><li>International Edition textbooks can be found in local bookstore in SG, MY and Thailand </li></ul><ul><li>Local library (University or Public) in SG, MY and Thailand may carry US edition textbook rather than International Textbook </li></ul><ul><li>Compare to other subject, science (engineering, social science, physics, etc..) category has a higher percentage of being different in content (eg. homework questions or case study) in International Edition than US Edition </li></ul><ul><li>Business textbooks are usually the same in terms of content for International Edition as compared to US edition </li></ul>
  15. 15. Steps to start textbook business – What, When, Where, How Steps to start textbook business (What, When, Where, How) 2 <ul><li>What type of textbook to sell </li></ul><ul><li>When is the best period to sell textbook </li></ul><ul><li>Where to list the textbook </li></ul><ul><li>How to find the right textbook to sell </li></ul>
  16. 16. When to list in eBay? <ul><li>Actual semester/term period </li></ul><ul><li>US: </li></ul><ul><li>Spring: Jan 11– May 14 </li></ul><ul><li>Summer: May 17 - Jul 30 </li></ul><ul><li>Autumn: Aug 16 – Dec 17 </li></ul><ul><li>UK: </li></ul><ul><li>Spring: Jan 11 – Mar 20 </li></ul><ul><li>Summer: Apr 26 – Jun 18 </li></ul><ul><li>Autumn: Oct 4 – Dec 17 </li></ul><ul><li>Peak sales period </li></ul><ul><li>US: Jan and August </li></ul><ul><li>UK: Feb and Oct </li></ul><ul><li>Recommended dates to start listing </li></ul><ul><li>US: Nov – Feb, Jun – Sep </li></ul><ul><li>UK: Jan – Apr, Aug – Nov </li></ul>
  17. 17. Where to list? <ul><li>Textbook Category: </li></ul><ul><li>US: Books >Textbooks, Education (390K Listings) </li></ul><ul><li>UK: Books, Comics & Magazines >Educational/ Textbooks (340K Listings) </li></ul>Priority 1 US Site eBay.com
  18. 18. Steps to start textbook business – What, When, Where, How Steps to start textbook business (What, When, Where, How) 2 <ul><li>What type of textbook to sell </li></ul><ul><li>When is the best period to sell textbook </li></ul><ul><li>Where to list the textbook </li></ul><ul><li>How to find the right textbook to sell </li></ul>
  19. 19. Basic of ISBN <ul><li>ISBN stands for International Standard Book Number and is a unique ‘fingerprint’ of different book </li></ul><ul><li>ISBN is different for International Edition and US Edition </li></ul><ul><li>ISBN is unique for each edition of textbook (eg. 11 th Edition vs 12 th Edition) </li></ul><ul><li>ISBN-10 means 10 digit number and ISBN-13 means 13 digit number (Alwayse double check whether you have enter the right ISBN by checking the number of digit you have enter. </li></ul>Sample of 10-Digit ISBN
  20. 20. How to Search For Top Selling Textbook Titles? <ul><li>Half.com </li></ul><ul><ul><li>Go to ‘Textbook’ category and browse by subcategories </li></ul></ul><ul><ul><li>Listings are shown by ‘best-selling titles’ </li></ul></ul><ul><li>Amazon.com </li></ul><ul><ul><li>Browse ‘Textbook’ categories by best-selling titles </li></ul></ul><ul><li>Universities Websites </li></ul><ul><ul><li>Many Universities have a Link to the Campus Textbook Store and will let you know in advance what textbooks will be required </li></ul></ul>
  21. 21. Example: University of California Berkeley Book Store
  22. 22. Example: University of California Berkeley Book Store
  23. 23. List of Top Public US Universities by Enrollment Size <ul><li>Go to their Website and search/find: </li></ul><ul><ul><li>Campus Store, Campus Textbook Store, </li></ul></ul><ul><li>Most of these large universities should have a list of required textbook for various courses published online </li></ul>
  24. 24. List of Top Private US Universities by Enrollment Size <ul><li>Go to their Website and search/find: </li></ul><ul><ul><li>Campus Store, Campus Textbook Store, </li></ul></ul><ul><li>Most of these large universities should have a list of required textbook for various courses published online </li></ul>
  25. 25. Best practices for selling textbooks Best Practices 3 <ul><li>Reduce SNAD disputes related to International Editions Items </li></ul><ul><li>Good Customer Service Techniques </li></ul><ul><li>Maximize Exposure in Best Match </li></ul><ul><li>Others </li></ul>
  26. 26. Best practices to reduce Item Not as Describe disputes <ul><li>Listing Description </li></ul><ul><li>If possible check for difference between IE and US Edition by checking total page #, content table, index </li></ul><ul><li>State a specific or general disclaimer of International Edition (Different cover photo, soft cover, Homework questions, Sequence in case studies) </li></ul><ul><li>Use actual photo of International Edition cover in the gallery and description </li></ul><ul><li>Email </li></ul><ul><li>Thanks you for purchase + IE disclaimer highlighting transaction cancellation or full refund if buyer made a mistake in purchase </li></ul><ul><li>Refund email within 24 hours upon receiving buyer regret email (if item not shipped) </li></ul><ul><li>Full assurance on money refund (based on seller reasonable condition like exclude return shipping charges) if buyer receive the item and has problem with the book </li></ul><ul><li>Packing Flyers </li></ul><ul><li>Remind buyers about the value proposition of international edition </li></ul><ul><li>Suggest buyers to seek the advice of their course lecturers or professors if the International Edition is not sufficient for the course you are taking as compared to the US edition </li></ul><ul><li>Remind buyers about your stand on 100% Buyer Satisfaction policy </li></ul>
  27. 27. Best practices for selling textbooks Best Practices 3 <ul><li>Reduce SNAD disputes related to International Editions Items </li></ul><ul><li>Good Customer Service Techniques </li></ul><ul><li>Maximize Exposure in Best Match </li></ul><ul><li>Others </li></ul>
  28. 28. Best Practice to reduce Item Not Received disputes <ul><li>Listings </li></ul><ul><li>Request buyers to provide telephone number in PayPal and eBay checkout so that shipping carrier can contact buyer directly in the event of wrong address, shipping delay or custom problem </li></ul><ul><li>Shipping </li></ul><ul><li>Upload Tracking Number in MyeBay </li></ul><ul><li>Use different carrier for different states in US (UPS and Fedex) </li></ul>
  29. 29. Best practices for selling textbooks Best Practices 3 <ul><li>Reduce SNAD disputes related to International Editions Items </li></ul><ul><li>Good Customer Service Techniques </li></ul><ul><li>Maximize Exposure in Best Match </li></ul><ul><li>Others </li></ul>
  30. 30. Seller Tips for Ranking Better in Best Match 2.0 <ul><li>Good Listing Techniques </li></ul><ul><li>Make use of Item Specific (Product Detail) for high traffic exposure </li></ul><ul><li>Subscribing to a US-based eBay store is a must to enjoy low insertion fees </li></ul><ul><li>Offer multi-quantity fixed price format </li></ul><ul><li>Use Good Subtitle to increase click through rate </li></ul><ul><li>Start selling 2 months before peak season to catch sales from enthusiastic students and gather more recent sales at low impression period </li></ul><ul><li>Offer Free Shipping </li></ul><ul><li>Be a Top Rated Seller before next peak season (sell non-textbook products, more than 400 txns/3 month) </li></ul><ul><li>Good Seller Performance Techniques </li></ul><ul><li>Encourage happy buyers to leave feedbacks for delivered goods </li></ul><ul><li>Resolve open eBay and PayPal disputes quickly </li></ul>
  31. 31. Best Match Alternative: Use Adcommerce <ul><li>Cost per click with free impression at the bottom of page 1, 2, 3, etc….. </li></ul><ul><li>Advertise on UK site when your inventory is at US </li></ul>25 – 200 eBay Listings Result 5 Sponsor Links per page Page 1 Search Result
  32. 32. Best Practice : Others – Learn from the Best <ul><li>Who are the best? </li></ul><ul><li>SEA Top Rated Sellers </li></ul><ul><li>Textbook sellers </li></ul><ul><li>High Volume Sellers </li></ul>
  33. 33. Best Practice : Others – Learn from the Best <ul><li>Open eBay Store Make use of store category </li></ul><ul><li>Cross Promote Increase sales/Impression </li></ul>Pre-Filled Disclaimer Reference title to credible source International Edition Disclaimer Subscribe newsletter link
  34. 34. End

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