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TEAM 7
MARLEEN SEILHEIMER | MARIAM GIORDAZE | SASHA WRIGHT | CHENGWEI CHAN | FILIPPO DECOTTO
THE COMPANY à Overview à Market segmentation à Products
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
Overview
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
à Sales site to purchase luxury home design pieces at attainable prices à Revenue $100 in 2011, a 300 % increase over 2010
THE COMPANY
Overview Market segmentation
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
THE COMPANY
Currently selling to: women (35-64), few men Could selling to: interior designers, small brick and mortar boutiques
- Women are a huge target market: women are responsible for 83% of all consumer purchases. - Home furnishings: 94 % by women
Overview Market segmentation Products
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
THE COMPANY
• Vera Wang Wedgwood (England, UK) • Godinger (New York, US) • Vintage Print Gallery (New York, US) • Legends of Asia (Compton, US) • Oyuna (London, UK)
FINANCIAL ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
FINANCIAL ANALYSIS Campaign revenues
$-
$20
$40
$60
$80
$100
$120
2010 2011 2012
One Kings Lane Revenues (in $ mil)
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
COMPETITOR ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
Direct competitors
COMPETITOR ANALYSIS
Joss & Main Web Ranking lower than One Kings Lane Latest traffic 8302 Bounce rate 27% Pg. views 5 Time spent on web 5:47
Z Gallerie Ranking, lower than others Laters Traffic 35602 Bounce rate 23% Time spend on web 4:11 Pg.views 6
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
Direct competitors Indirect competitors
COMPETITOR ANALYSIS
Gilt Group Bed Bath & Beyond
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
Direct competitors Indirect competitors Focus
COMPETITOR ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
- High Global and U.S. Ranking - Latest traffic 5440 - Bounce rate 36% - Pg. Views 5 - Average time on web 5:22 - First four websites that drive traffic to the web are the ones that people go to from O.K.L. as well - Audience 25-44, access web from work, have college degree, are mostly female. - First ten keywords that drive most traffic to web are all different variations of the name of “One Kings Lane”
- Customer Issues - Search Engine Marketing Issues - Web Presence Issues
PROBLEMS ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
à Customer Issues • Not enough time for ordering process • Providing E-Mail address • No search option • Insufficient product information • Shipping too expensive
PROBLEMS ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
à Search Engine Marketing Issues Traffic Statistics
PROBLEMS ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
! One$Kings$Lane$ Joss$and$Main$
Daily$Traffic$Rank$Trend$ $ $
Daily$Reach$ $ $
Daily$Page$Views$ $ $
Page$View$per$User$ $ $
Bounce$Rate$ 35%$ 23%$
Time$on$Site$ $ $
Search$Visits$ $ $
Average$Load$Time$ 1.5$seconds$ 0.9$seconds$
$
à Search Engine Marketing Issues PPC
PROBLEMS ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
$-‐
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Monthly Ad Budget (EsJmated) 2012
One Kings Lane
Joss and Main
à Search Engine Marketing Issues SEO
PROBLEMS ANALYSIS
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
0
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One Kings Lane Joss and Main
SEO Keywords
• Customer problems/complaints • Email address and email solicitations / Privacy
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
PROBLEMS ANALYSIS à Web Presence Issues
1) Search box#2) Product directory#3) Matching product suggestions #4) Section for bundle products#5) Favorite designer products button #6) Move sold items into “Inspirations and ideas” #7) Sharing customer product match designs #8) More time for ordering process
©2013 Hult interna0onal business school, MIM Lafaye<e Park MARLEEN SEILHEIMER, MARIAM GIORDAZE, SASHA WRIGHT, CHENGWEI CHAN, FILIPPO DECOTTO
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TEAM 7
MARLEEN SEILHEIMER | MARIAM GIORDAZE | SASHA WRIGHT | CHENGWEI CHAN | FILIPPO DECOTTO
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