B2C Marketing Analysis

OEP-Venture Lab 2012

Agenda

1. Product description

2. Target group

3. Experiment descriptions

4. Experiment results

The Idea - Fashion App

Our Visionis to combine the advantages of online shopping and retail stores shopping experiences in one product.

Our Product "Your fashion app"is a free service for young women to inform themselves about actual fashion trends and to receive a valuable and personalized shopping advice.

Benefits of our product

Fashion conscious women:● entertain with new fashion

impressions for free● valuable and personalised

shopping advice● articles can be bought and

tried on in a local shop● save money by getting latest

coupons and find local deals● have an overview of local

shops

Brands / Retail Stores benefits: ● access to a target group● high quality environment for

branding ● high customer attention to

presented message● highly personalised and

localized ad targeting● new customer acquisition and

activation of existing customers

B2B and B2C Marketing

● We have to execute B2C and B2B marketing, to generate suspects for our business

● Without fashion conscious women on the platform, it is not possible to attract ads from retailers

● So effective B2C marketing has to be done at first● After generating a critical customer mass B2B

marketing and sales process can be started● In this report we focus on B2C Marketing, B2B

marketing and sales would be analysed in a separate report

Agenda

1. Product description

2. Target group

3. Experiment descriptions

4. Experiment results

B2C target group in German market

30,8 million users informthemselfabout fashiononline(OVK 11)

47% ofusers arewomen14,5 million(DPDHL 12)

57% of women online are between16-39 years 8,3 million (DPDHL 12)

18% of populationleaves in cities (over0,5 millionpeople) 1,5 million(DPDHL 12)

60% of populationhas netto income over1.000€:0,9 millionpeople(DPDHL 12)

Estimation:30% reachin the targetgroup 0,3million users

Agenda

1. Product description

2. Target group

3. Experiment descriptions

4. Experiment results

B2C Marketing experiments and test setupWe would like to perform various experiments to validate following points of our B2C marketing:

● Test of different traffic sources● Test of product USP and slogan

Test infrastructure:● Google Analytics● Google Optimizer● Different versions of coming soon landing page with

E-Mail subscription form● facebook fan page

Test of traffic sourcesFollowing Traffic sources were identified and sorted based on costs an effort. We would identify the best source based on suspect generation:

1. Ask family and friends to post links on facebook2. Ask family and friends to post links on twitter3. A lead confirmation E-Mail with forwarding request4. Social Link share button on our landing page5. Post on wallpaper of fashion brand like esprit or H&M6. Search for Users who post on twitter fashion related comments and retweet them7. Create an alert with keywords “to buy fashion nearby” and post a comment with link in these blogpost8. Content creation on yotube and slideshare with fashion related content and link to our landing page

Test of product slogan and USP IExperiment 1:

Slogan 1:“looque has my style nearby” - looque hat mein Style in meiner Nähe

would be tested against more eleborate slogan

Slogan 2:“looque is digital fashion magazine with my style nearby” - looque is der digitale Modemagazine mit meinem Stil in meiner Nähe

Traffic would be divided 50% vs 50%. On the coming soon landing page we ask a user to give us an E-Mail. We define a generation of an E-Mail address as a success and base on it select the slogan.

Test of product slogan and USP IIExperiment 2:The winner of Experiment 1 would be tested against

Slogan 3:“looque has everyday my styles nearby” - looque hat jeden Tag neue Styles in Deiner Nähe - comparing to previous slogans actuality is more strongly communicated

Experiment 3:if we can still generate enough traffic to have a significant validation of our result we will test the winner of experiment 2 against

Slogan 4:“My Trends, My Style, My Shops” - Meiner Trends, Meine Styles, Meine Shops - comparing to previous slogans personalization plays more important role

Selection of background picture for landing page

We selected different pictures for a background of our landing page and ask our target group about their preferences.

Landing page

Agenda

1. Product description

2. Target group

3. Experiment descriptions

4. Experiment results

Experiment results

Experiment results would be presented after experiment execution in one week

Thank you and contact us for more information!

contact@fashion-lab.de