Scaling an eCommerce Business - Adil Wali

Transcript

1. Scaling an E- Commerce Business Adil Wali @adilwali August 2012

   SpreeConf - Dublin

2. The Quick Snapshot

3. Winning is about luck.

4. I’ve Done a Lot of Shit

5. Choose your own adventure!  Features  Merchandising  Business

   Strategy  Tech Toolkit  Team & Process  Platform Scaling  Fullfillment and Customer Service  Capital Strategy

6. Have something worth scaling; Scale it

7. Have something worth scaling; Scale it

8. A Disruptive Business

9. None

10. Customer Acquisition

11. Customer Acquisition Customer Lifetime Value

12. Customer Acquisition Customer Lifetime Value Unit Economics

13. Business Strategy

14. Be disruptive about customer acquisition

15. Retention doesn’t matter if you have no customers

16. = ∞ profit Not all businesses are created equal

17. Always Room for Unit Economic Innovation

18. Always Room for Unit Economic Innovation

19. Always Room for Unit Economic Innovation

20. Always Room for Unit Economic Innovation

21. # Customers * (LTV – CPA) What is your business

    worth?

22. How many? How much do they cost? How much are

    they worth? # Customers * (LTV – CPA) What is your business worth?

23. Customer Acquisition Customer Lifetime Value Unit Economics

24. Customer Acquisition

25. Hard to win on paid channels

26. Unique Viral Customer Acquisition If Users are Viral, You can

    Spend more $$$ on Acq.

27. Get to Know Your Audience General Search Term

28. Get to Know Your Audience General Search Term Specific Search

    Term

29. Lifetime Value

30. Lifetime Value and Loyalty

31. Lifetime Value and Loyalty

32. Lifetime Value and Loyalty

33. Lifetime Value and Loyalty

34. Personalization Drives LTV

35. Personalization Drives LTV Large SKU count

36. Personalization Drives LTV Large SKU count Small SKU count

37. Features

38. You don’t need as many features as you think

39. You don’t need as many features as you think

40. Merchandizing, Branding, & Curation

41. Features magnify products

42. No Customer == No Brand

43. Win on Curation

44. Your Toolkit

45. DATA

46. Analytics == Part of Daily Life

47. Avoid Data #Failure

48. When You Scale: Everything Breaks

49. Optimize Around Fixing Quickly

50. Really. Everything Breaks.

51. Really. Everything Breaks. • Infrastructure breaks

52. Really. Everything Breaks. • Infrastructure breaks • Process breaks

53. Really. Everything Breaks. • Infrastructure breaks • Process breaks •

    Brand breaks

54. Really. Everything Breaks. • Infrastructure breaks • Process breaks •

    Brand breaks • Customer service breaks

55. Really. Everything Breaks. • Infrastructure breaks • Process breaks •

    Brand breaks • Customer service breaks • Fulfillment breaks

56. Avoid Catastrophic Failure

57. Don’t Talk About Everything, All The Time!

58. It’s Easy to Frankenstein your Brand

59. Customer Service is NOT a Cost Center

60. Experience is NOT just on the Web

61. Capital Strategy

62. If You Get It, You Will Spend It (Yes, all

    of it.)

63. It’s the People Behind the Money

64. Premature Scaling

65. Have something worth scaling; Scale it

66. Customers Will Vote with Their Money!

67. Thanks! @adilwali | [email protected]