A Publisher’s Guide to European Expansion by Catharina Zientz & Kavita Verryth
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Transcript of A Publisher’s Guide to European Expansion by Catharina Zientz & Kavita Verryth
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Kavita Verryth@kavitaverryth
A Publisher’s Guide to European Expansion
Catharina Zientz@catharinazientz
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OverviewAn international education
1. Background2. Fashionchicks International Strategy3. International in 3 Steps
TechMarket ResearchSet-Up
4. Country AnalysisNL – DE – FR – UK – AU/AT/BE
5.Learnings
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Find your look
Fashionchick ensures that every woman can easily navigate the online shopping world.
Whoever she is. Whatever her style. Wherever she is.
What we do
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Company TimelineFrom No Search to Sanoma
2009 2011 2012
Sanoma InterestCooperation begins with analysis of companies to ensure there is a strategic match
No SearchFashionchick.nl turns profit and proves the platform is a success
Sanoma 25%Sanoma buy 25% share in No Search showing positivity about the concept.
Sanoma 55%1st January: Future prospective growth increased. Majority ownership enables int. expansion
2013 Q3 2013
Sanoma 100%Earlier then expected, Sanoma buys No Search for ease of investment and result reporting.
Q3 2014
Final IntegrationFashionchick moves headquarters to Sanoma BV in Hoofddorp
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“80% of Fashionchick-women are shopping here with an intention to
buy”
Business ModelHow we earn
Performance Marketing
• Product data feeds• Interesting content• Categorisation & filtering• Conversion driven focus• Popularity rankings• Sending 80% of all traffic to
conversion focused pages
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Our International Progress
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Our MarketsOur current international presence
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Growth StrategyVertical & Horizontal Expansion
Fashion: Women
Fashion: Men
Fashion: Kids
Home Decoration
Netherlands Germany France UK US
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International TimelineFashionchick goes abroad
20092006 2011 2012
No Search B.V.Fashion related comparison company created
Expansion #1Fashionchick expands to France and Germany
FocusFashionchick.nl live and becomes the companies focus and main offering
Expansion #2Fashionchick expands to the UK and USA
Expansion #3Cross platform expansion. Mentoday NL & DE
2013 2014
Expansion #4Cross platform expansion. Kidstoday.nl
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International in 3 Steps1.Technical Concept
2.Market Research
3.Set-up Phase
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Technical ConceptInnovative Platform
• Front-end translation• Internationally recognised design
(one-for-all concept)• Easily adapted to new market
segments• Speedy performance• SEO friendly• Responsive v Mobile• Corporate Identity
“Don’t duplicate a second-rate product!”
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Market ResearchOrientation Phase
• Population Size (target group)• Internet Usage• Average Income• National economic growth• Unemployment• Spending patterns• Top 3 online shops• Online sociability• Mobile behaviour (2014)
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Ecommerce ReadinessMarket Research
NL DE FR UK AT BE PL ES IT TCTotal Population 16,9 81,0 66,3 63,7 8,2 10,4 38,3 47,7 61,1 81,6Women 15-64 5,5 26,0 20,8 20,5 2,3 3,4 13,6 15,8 20,4 27,4Internet Usage 81,1% 80,2% 68,2% 80,7% 74,4% 77,9% 58,7% 58,9% 48,4% 33,3%Total Target 4,5 20,9 14,2 16,5 1,7 2,6 8,0 9,3 9,9 9,1Ranking 3 10 8 9 1 2 4 6 7 5GDP / capita $41.400 $39.500 $35.700 $37.300 $42.600 $37.800 $21.100 $30.100 $29.600 $15.300Ranking 9 8 5 6 10 7 2 4 3 1Growth 2010 -1,3% 0,5% 0,3% 1,8% 0,4% 0,1% 1,3% -1,3% -1,8% 3,8%Ranking 3 7 5 9 6 4 8 3 1 10Unemployment 6,8% 5,3% 10,2% 7,2% 4,9% 8,8% 10,3% 26,3% 12,4% 9,3%Ranking 8 9 4 7 10 6 3 1 2 5% Fashion of all purchases 6,8% 5,2% 5,3% 5,4% 5,7% 4,0% 5,4% 8,5% 7,0% 6,2%Ranking 8 3 2 5 6 1 5 10 9 7Smartphone Usage 52,0% 39,8% 42,2% 62,2% 48,0% 33,5% 35,0% 55,4% 41,3% 29,6%Ranking 8 4 6 10 7 2 3 9 5 1 OVERALL RANKING 6,50 6,83 5,00 7,67 6,67 3,67 4,17 5,50 4,50 4,83
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Market ResearchThe Decision Makers
• External factors• Online shop analysis• Competitive analysis• Cross-market potential• Branding• Marketing strategy (traffic)• Set Year #1 goals
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Set-Up Phase2 months to launch!
• 1 FTE Native: Project Owner (personally invested in the project)
• Location: major city preferable• Research and abide local laws• Minimum content requirements• Focus on business relationships• Cultural differences in your
organisation
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Country AnalysisGermany
FranceThe Netherlands
UKAustria/Belgium/Australia
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Germany"trust and communication is key"
• Largest EU economy • Strong e-commerce market
• Slightly more male skewed• Wealthy, tech savvy population• Stricter laws and regulations
• Impressum• Preisangabenverordnung
• Very mature e-commerce market, many players• CPA and CPC as attribution
models
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Germanycultural nuances
• Major International Players/Competitors =• Highly competitive expensive
traffic higher start-up cost.• Risk & reward higher ROI more
potential• Highest shopping basket value• Privacy and trust
• Lower Facebook growth• Shop certifications are relevant to
the consumer (e.g. Trusted Shop)• Post-pay
• Be wary about high return rates for fashion
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France"personal contact drives the sales"
• Internet Access: 82% of households• Paris is the ecommerce and fashion
hub. Paris HQ strongly advised. • Ecommerce website growth
(+17%)• Mobile ready market• Tracking influenced by a large
retargeting and email marketing market
• Region specific purchases and marketing (local knowledge)
• Made in France mentality• International players should look at
investing in local presence
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France
• Network support and data sharing is limited
• Controlled sales period for all sectors
= high demand for advertising• Favorite payment method: credit
card• Main criteria for decision making
(ranked from the most important): price, trust in website, delivery options, and product diversity
• Local players dominate• Kiala delivery popular (free) over
home delivery (paid)
cultural nuances
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The Netherlands“the home-market advantage”
• Manageable market Population and geographic.
• Highly active start-up city & international > 50% expats in Amsterdam.
• Advanced performance marketing market – in terms of retailers and publisher knowledge, local networks, local events.
• Good to know legal: cookie guideline strict
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The Netherlands
• iDeal payment option is a must• Free shipment & voucher codes• The Sanoma Advantage• International hot-bed for fashion
stores esp. from UK and DE• High product feed qualities (due to
knowlege)• Early adopters• Local orientated sites perform well
(bol.com, wehkamps, marktplaats)
cultural nuances
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The UK“sales? voucher codes? of course!”
• Worlds leading e-commerce market• Highest mobile conversions• High risk = high reward• Discount code and cash back sites
to compete with• International competition from
USA; less so from EU• High interest in spot positions and
focus on branding• Agency driven landscape; more
influence
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The UK
• Improvement in data feeds (catching up to ie: NL & DE)
• Large local players with intentions to expand to EU
• Conversion is lower in start-up phase
• Traffic buying is relatively inexpensive (until the Christmas rush)
• Quick turn-overs. Highly trend driven with continuous discounting means product moves fast
• 25% Click & Collect
cultural nuances
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AT/BE/AUWhere to next?Step 1 & 2: CompleteAustralia, Austria, Belgium (fl)- How we are doing it differently from
what we learned.- Shared resources - Low content/Low profile/Low Risk - Alternate tags (html) - Traffic Sources
Step 3: Set Up July/August 2014
Looking ahead: Pending success = expansion of teams, local base/contact within 6 months etc
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Don’t ForgetInternational Nuances…
• Local presence• Network partnerships are key!
• Sale seasonality• Local social media players• Share your data!• Don’t duplicate content• Continually test and evaluate over
6-12 months