Modakupi bp dec

Shopping Engine Copycat

© Copyright 2012- LLC Dimeres Group - All rights reserved – www.dimeres.com

MODAKUPI

http://www.top-konkursy.ru

http://www.top-konkursy.ru

PITCH

2

E-COMMERCE IS PRODUCTS, STOCK, MARKETING TO GET CUSTOMERS, LOGISTICS, PAYMENT FUNNEL, COMPETITORS.

GET RID OF THE PHYSICAL, AND YOU GET MODAKUPI, THE FIRST FASHION SHOPPING ENGINE :

• NO STOCK,

• NO LOGISTICS,

• UNLIMITED PRODUCT CATALOG,

• ALL RUSSIAN FASHION E-MERCHANTS IN ONE PLACE.

“ “

CONTEXT

4

Web Search

Product (looking for Price) European Leader: Leguide.com

Product (looking for Crush) European / French Leaders : Shopstyle.com / Pure-Shopping.fr

Web Search

Product (looking for Price) Russian Leader: Yandex.ru

Product (looking for Crush) opportunity !

e-Commerce $8b. Turnover in 2011 ($58m orders, 40% market growth)

Fashion e-Commerce Biggest submarket ($1.2b. ‘11 Turnover, Leader: wildberries.ru)

Fashion Shopping Engines

Europe

Russia

NEED ANSWER

5

opportunity !

MODAKUPI

= Agreggators, not Shopping Engines

Product Selection is automatic: no taste, no editorial choice

Merchants must be XML compliants to appeal

Cars + Hitech + Kitchen + Fashion: large mix of all product fields

Usability is ultra-standard (no special filter or sorting or selection)

Visitor comes only when LOOKING FOR PRICE

COMPARISON SHOPPING leguide.com google shopping yandex market torg.mail.ru

Product Selection is tailored: visitor experience is crucial

Small / very small merchant without XML feed can appeal (Modakupi exclusivity)

Vertical only: context is 100% product field taylored

Yandex & Google can’t be Shopping Engine (€10-100m business range is too small for them)

Visitor comes on DAILY BASIS: fun, editorial content, trendy selection, special sales...

SHOPPING ENGINE pure-shopping.fr shopstyle.com brandpad.ru fashiontime.ru

6

MODAKUPI

Products Comparison Shopping: mix of products (cars, hitech, clothes, ...) - huge catalog - standardized Merchants - price sorting

Strength : Huge catalog for price product searchWeaknesses : Quality of the calatog, visitor surfing

experience, loyalty & CRM...7

Vertical Shopping Engine: Product Catalog focus on quality - Visitor experience - Sophisticated products filtering & sorting

8

EXPENSESREVENUES

SHOPPING ENGINE BUSINESS MODEL

Marketing : Paid Traffic, C.R.M & Loyalty ProgramSales Forces : Sign MerchantsTechnical : Upgrades / maintenance

STATE OF THE ART SEO OPTIMIZED PLATFORM IS THE KEY

PRODUCT CATALOG VOLUME IS THE KEY

ACQUISITION & MARKETING ARE THE KEYS

9

Merchants : pay for each order from Shopping Engine website.Advertising : Banners on website

90 %

10 %

10 %

THE FRENCH MODEL

10

Launched as Comparison Engine in May 2006 by Fabrice Berger-Duquenne

Pureshopping.fr: launch of the shopping engine on April 2009

> 5 M Unique Visitors monthly

> 40% SEO traffic

7 M€ average Revenues ‘11

20 people to run it

40% EBIT “11

PURESHOPPING.FR

11

WHAT WE HAVE DONE

12

MODAKUPI.RU

* : best 10 days Conversion Rate from last 90 days

Launched 1st vertical (Fashion Women) Shopping Engine in June 2012

0,4 M Unique Visitors up to 7000 UV daily in Oct.100 kUV monthly in Aug.

0,32 % Conversion Rate *

> 60.000 Products

23 Merchants / 393 Brands

6 people to run it

500% SEO growth last 30 days

13

MERCHANTS

We negociated access to their products Database or build it with our Crawling Engine.

AVERAGE C.P.O FEE : 700 РУБ.

Products are shown dynamically in Modakupi.com

CLIC !

Online / PDF Stat Report for :Merchant billing

ORDER !

1Visitors clicks onProducts links

Modakupi redirects the visitor to the product’s merchant website.

2 3

4 Visitors make an order in the following 30 days

5

BUSINESS MODEL DETAILS

They agree to pay us for every order done buy a visitor coming from Modakupi.com after redirection to their e-commerce website.

PAIDTRAFFIC

We build an acquisition planning based on multiple Acquisition channels (Banners, CPC,...).We optimize this list continuously with our tracking dashboard.

AVERAGE C.P.V : 3 РУБ.

FREETRAFFIC

We increase our SEO Efficiency to be shown on Search Engines 1st Results Pages), and manage Modakupi’s Social Media side.

TARGET RATIO : 40 %

14

Launch of our State of the Art Affiliation platform :

• AdServer

• BackOffice

• Analytics

• Autoclassifiy

• Contextualization Ready

Time : 9 months

Budget : ~€0,7m

BetaPROOF OF CONCEPT

Launch of our 1st Fashion Shopping Engine, dedicated to :

• Fashion Woman

STEP 1FASHION SHOPPING ENGINE

Time : 8 months

Budget : ~€1,2m

Time : 3 months

Budget : ~€0,1m

STEP 2FIND THE COMPLEMENTARY PARTNER

Developp Social Media Dimension and Mobile devices :

• Private Profiles• Comments

• Look Creation U.I.• ...

PLATFORM UPDATE

Time : 8 months

Budget : ~€0,7m / vertical

STEP 3

Serial-launch other verticals :• Fashion Men

• Health & Beauty • Mummies & babies• Travels• ...

MODAKUPI STRATEGY : WE’RE ON STEP 1

15

Technical Platform

Marketing & Sales

90 %10 %

Find strong partner to complete our technical strengths with :

• Strong Sales Forces

• Marketing Resources

and take the lead of the market.

Technical Platform

Marketing & Sales

100 %100 %

MODAKUPIVERTICALS

Time : 10 months

Budget : ~€2m

Strengths

INT

ERN

AL

Weaknesses

Opportunities Threats

‣ Strong technological base as a state-of-the-art

shopping engine

‣ Replication of a successful international business model

(Shopstyle, Osoyou.com, Pureshopping.com)

‣ French skilled Team, know-how & technologies

‣No Strong Sales Force

‣No Strong Marketing resources

‣Need Acquisition Budget to build Markeshare

‣Greenfield, no leader has yet emerged, no international

Shopping Engine has yet launched in Russia

‣Huge e-commerce and fashion market in Russia

‣ Synergy with Media player :Lagardere bought leguide.com

AiguaMedia bought Osoyou.com

Sugar Publishing bought shopstyle.com

Webedia Publishing owns PureShopping.com

‣ Big players could come in the race

‣ Time-to-market - use adoption in progress

‣Merchants evangelization needed

‣ Bad behavior of local russian players (cheating on buys)EXT

ERN

AL

HELPFUL HARMFUL

MODAKUPI SWOT PROFILE

16

17

WE NOW NEED :

LOOKING FOR A COMPLEMENTARY PARTNER

AUDIENCEWe need to go

1 Million+ monthly Visits

PRODUCT CATALOGWe need to go

>300.000 products

Interesting Merchants will sign with us only when we reach 1 Million+ Audience

PROFITABILITY

• High Quality Visitor Experience

• Good Returning Ratio

• High SEO Ratio

ACQUISITION BUDGET

SALES FORCE

MARKETING BUDGET

SUCCESS KEY : THE 5 FACTORS

18

Visitor experience : Design & Usability

Products Catalog (quality & quantity)

SEO (Search Engine Optimization)

CRM (Customer Relationship Managment)

Acquisition Quality

1 2

3

4

5

THE 5 SUCCESS FACTORS STRATEGY

Our strengths

French Knowledge and CTO

Copycat of pure-shopping

Russian paradigm adaptations

State of the Art architecture & process

Internal specifications (entry key)

Documented real innovations

100% exclusive platform architecture

100% standard frameworks & languages

Our needs

Acquisition Budget to take Marketshare

2-3 months to achieve platform

Staff Sales Forces

Staff Marketing Forces

Merchant feed dedicated Russian dev.

19

BusinessModel

MODAKUPI

HOMEPAGE COMPARISON

20

Comparison Shopping & Shopping Engine Mix

1 Visitors Experience : design & usability

Modakupi.ru Yandex Market Fashiontime

21

Mail.ru Looksima.ru Brandpad.ru

22

VISUAL MENUS

23


Modakupi Exclusive Shape Icons U.I. offer inovative Drag & Drop Look Creation - Product Selection without word reading

Value-added

Exclusive U.I. / Icons

Tablets / Smartphone Compliant

Drag’n Drop based

No word to write / read !

Very Easy Look Creation24

A/B/C TESTING

25


Beta Modakupi.ru 1st Edition Modakupi.ru SocialMedia Modakupi.ru

RESPONSIVE DESIGN

27


Value-added

Tablets & smartphones compliant

100% exclusive infinite scroll function

Smooth Real Time Content Design

adaptation to Browser Window Size.

Yandex Market

Modakupi

Modakupi User Interface use the State of The Art Layout Design Standard: Responsive Design

28

PRODUCT MODERATION

29


Value-added

Only 3 mn to teach an operator

Each product tag is moderable

Custom tags : metal & multicolor

Custom tags : Must Have

Innovation : 1st page option

White Background autodetection

A.I. Classmatic engine

Modakupi Products Moderation use the State of The Art User Interface Standard: Immediate tracking, FrontOffice-like

Modakupi30

PRODUCT PAGE COMPARISON

31


2 Products Catalog (quality & Quantity)

Modakupi.ru Yandex.ru Brandpad.ru

SEO EXPERTISE

33

3 SEO (Search Engine Optimization)

SEO OPTIMIZATION SKILLS: url rewriting with transliteration (latin alphabet), dynamic meta tags, etc

http://www.modakupi.ru/zhenskaja-odezhda/obuv/sapogi-botilony/botforty<title> Ботфорты - Интернет Магазины Модной Женской Одежды | Женская Обувь | Cумки | Купальники | Нижнее Белье - modakupi.ru </title>

All Modakupi url naming, meta tag, website structure, editorial content, etc. are full SEO Efficient

MODAKUPI.RU : PERFECT SEO COMPLIANCE (no numbers, no special characters, full transliteration).

COMPARISON ON THE SAME PRODUCT PAGE FOR YANDEX MARKET / BRANDPAD / WIKIMART / SHOPICON / MODAKUPI

URL : TITLE :

http://market.yandex.ru/search?hid=7814999 <title> Женские сапоги — Яндекс.Маркет </title>

YANDEX MARKET : 0 % SEO Efficiency (no text, numbers, special characters)

URL : TITLE :

http://brandpad.ru/c/20-женская-обувь <title> Купить Женскую обувь в Интернет магазине - BrandPad </title>

BRANDPAD : BAD SEO Efficiency (cyrillic text)

URL : TITLE :

http://garments.wikimart.ru/to_women/womens_shoes/hessian_boots/<title>Женские ботфорты - низкие цены, большой выбор моделей! Купить женские ботфорты на Wikimart!</title>

WIKIMART : BAD SEO Efficiency (english text)

URL : TITLE :

http://finder.shopicon.ru/c/botilyouny/59/<title>Ботильоны Заказ онлайн - finder.shopicon.ru</title>

SHOPICON : BAD SEO Efficiency (wrong transliteration, numbers)

URL : TITLE :

SEO OPTIMIZATION SKILLS : each product has its own PopUp (for visitors) and its own dynamicaly generated html page (SEO)

Product Category

ProductOnClick PopUp

Producthtml page (SEO)

35

Google Search Engine Results show continuous Modakupi position increasing strongly

Skills & Assets

SEO Exclusive Dashboard

Our CTO is SEO Expert

Wordpress Platform

Content Spinning Engine

Strong url (modakupi)

...

36

1st Page - 2nd position

1st Page - 3rd position

1st Page - 4th position

1st Page - 4th position 1st Page - 5th position

1st Page - 2nd position

Google Search Engine Results show continuous Modakupi position increasing: we appear regularly on 1st page already

топсайдеры женские

bpc selection

топы женские

Votre Mode kupi.ru

женские пояса

37

https://www.google.com/webmasters/tools/top-search-queries?hl=fr&siteUrl=http%3A%2F%2Fwww.modakupi.ru%2F#%D0%B6%D0%B5%D0%BD%D1%81%D0%BA%D0%B8%D0%B5%20%D0%BF%D0%BE%D1%8F%D1%81%D0%B0


https://www.google.com/webmasters/tools/top-search-queries?hl=fr&siteUrl=http://www.modakupi.ru/&grid.r=25&grid.s=25#%D1%82%D0%BE%D0%BF%D1%8B%20%D0%B6%D0%B5%D0%BD%D1%81%D0%BA%D0%B8%D0%B5

https://www.google.com/webmasters/tools/top-search-queries?hl=fr&siteUrl=http://www.modakupi.ru/&grid.r=25&grid.s=25#%D1%82%D0%BE%D0%BF%D1%8B%20%D0%B6%D0%B5%D0%BD%D1%81%D0%BA%D0%B8%D0%B5



EDITORIAL CONTENT

38

3 SEO (Search Engine Optimization)

Modakupi Magazine provides to visitors high-quality exclusive Editorial Content renewed daily.

Value-added

Exclusive editorial content

Daily renewed

Fashion Encyclopedia

100% SEO Compliance

Returning ratio support

Advertising side revenues

Mag+ Homepage & feature sample39

DISCOUNT MANAGEMENT

40

4 CRM (Customer Relationship Management)

Yandex Market

-30%Modakupi.ru

Value-added

Discount live monitoring

Critical during Hot Sale season

Exclusive Modakupi Discount

negociated directly mith

Merchants and coming up to

standard discount : deep value

added to motivate visitors

buying from Modakupi (have to

use a Coupon Code to redeem

the additionnal discount) BUT

need critical audience volume

to succeed in such negociation.

Discount can be live monitored on Modakupi.ru and there is an idea...

41

LOOK CREATION PLUGIN

42

4 CRM (Customer Relationship Management)

Social Media Dimension has been deeply specified and estimated (costing + feasability): look wordpress plugin is a part of it

Editorial Look Page (Public)

Look Creation Module

New User

Logged User

OPERATIONAL DASHBOARD

44

5 Acquisition Quality

Modakupi Dashboard can track from the utm Acquisition Channel Datas to the final Merchant Buy Event

Modakupi stands on the most advanced and sophisticated Tracking Dashboard. Datas are hourly updated.

45

Modakupi Dashboard delivered taylored datas under a personalized U.I. for each Merchant

Ability to track from utm acquisition source to final Merchant Buy Event=Strategic Asset to optimize acquisition using an automated script

Value-added

46

REPORTING

47

Weekly & Monthly Reports: State of the Art metrics & visual project summary, analysis, projections

Weekly and Monthly Reporting with Datas summary, analysis, Day to Day Actions (past and to come)...

48

SPECIFICATIONS

49

Developments Leaflets & Books: Each Interface, Function, Concept, Architecture has been specified internaly.

Documentation

100% Internaly produced

Patent Potentialities

Easy to transfer

Future devs specified

Same CTO from begining

50

BUSINESS PLAN

51

WEBKUPI 3Y BUSINESS PLAN

52

4 verticals running3 verticals launched1 vertical launched

Profitability 26,07 %

2012 20132013 20142014

TOTAL REVENUES

TOTAL COSTS

Developments & Hebex

Marketing (Acquisition)

H.R.

G&A

EBIDTA

€ 141 007 € 1 784 100 1 165 % € 18 933 420 961 %

€ 1 090 426 € 3 697 362 239 % € 13 997 386 279 %

€ 350 618 € 444 000 27 % € 336 000 -24 %

€ 244 951 € 2 257 918 822 % € 11 578 986 413 %

€ 370 962 € 808 976 118 % € 1 591 996 97 %

€ 123 895 € 73 188 -41 % € 117 564 61 %

-€ 949 419 -€ 1 913 262 102 % € 4 936 034 -358 %

CASH FLOW ANALYSIS

53

-2 200 000 €

-1 525 000 €

-850 000 €

-175 000 €

500 000 €

1 175 000 €

1 850 000 €

2 525 000 €

3 200 000 €

Cash at End of PeriodNet Cash Flow (EBITDA)

2013 2014

BREAK EVENQ2 2014

0 €

EXPENSES DETAILS2013

2014

54

Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.TECH -‐ Capex

TECH -‐ Opex

Marke@ng (Acquisi@on)

HR Team

HR Managment

G & A

TOTAL REVENUE

TOTAL COSTS

EBITDA

50 000 40 000 29 000 29 000 8 000 8 000 33 000 33 000 12 000 37 000 37 000 37 000 353 000

3 000 3 000 3 000 7 000 7 000 6 000 6 000 10 000 10 000 12 000 12 000 12 000 91 000

7 128 6 776 6 512 6 160 37 840 103 851 163 526 239 510 302 310 372 330 480 036 531 939 2 257 918

28 670 28 670 28 670 46 659 46 659 55 639 55 639 69 933 69 933 83 236 89 437 89 437 692 581,1839

8 191 8 191 8 191 9 484 9 484 9 484 9 484 10 777 10 777 10 777 10 777 10 777 116 394,3678

6 099 6 099 6 099 6 099 6 099 6 099 6 099 6 099 6 099 6 099 6 099 6 099 73 188

3 250 3 250 3 250 3 440 26 150 64 500 114 250 165 140 225 740 307 300 390 190 477 640 1 784 100

107 087 96 735 85 471 108 402 123 562 198 033 283 188 379 239 425 519 536 323 650 710 703 093 3 697 362

-‐103 837 -‐93 485 -‐82 221 -‐104 962 -‐97 412 -‐133 533 -‐168 938 -‐214 099 -‐199 779 -‐229 023 -‐260 520 -‐225 453 -‐1 913 262

Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.TECH -‐ Capex

TECH -‐ Opex


HR Team

HR Managment

G & A

TOTAL REVENUE

TOTAL COSTS

EBITDA

16 000 16 000 16 000 16 000 16 000 16 000 16 000 16 000 16 000 16 000 16 000 16 000 192 000

12 000 12 000 12 000 12 000 12 000 12 000 12 000 12 000 12 000 12 000 12 000 12 000 144 000

564 736 640 463 722 294 844 407 928 625 988 627 1 046 561 1 101 195 1 160 784 1 184 574 1 202 894 1 193 826 11 578 986

127 056 127 056 120 855 120 855 120 855 120 855 120 855 120 855 120 855 120 855 120 855 120 855 1 462 668

10 777 10 777 10 777 10 777 10 777 10 777 10 777 10 777 10 777 10 777 10 777 10 777 129 328

9 797 9 797 9 797 9 797 9 797 9 797 9 797 9 797 9 797 9 797 9 797 9 797 117 564

548 140 697 420 882 080 1 090 490 1 289 780 1 492 850 1 695 540 1 887 020 2 082 320 2 285 580 2 424 900 2 557 300 18 933 420

760 207 837 854 915 644 1 039 917 1 126 295 1 188 337 1 248 311 1 304 985 1 366 734 1 392 564 1 412 324 1 404 216 13 997 386

-‐212 067 -‐140 434 -‐33 564 50 573 163 485 304 513 447 229 582 035 715 586 893 016 1 012 576 1 153 084 4 936 034

TECH - CapexTECH - OpexMarketing (Acquisition)HRG & A

EXPENSES DETAILS

2013 2014

55

2012Total

TECH -‐ Capex

TECH -‐ Opex


HR

G & A

TOTAL REVENUE

TOTAL COSTS

EBITDA

353 000

91 000

2 257 918

689 297

73 188

1 784 100

3 692 018

-‐1 907 918

2%

20%

65%

3%10%

Total

TECH -‐ Capex

TECH -‐ Opex


HR

G & A

TOTAL REVENUE

TOTAL COSTS

EBITDA

192 000

144 000

11 578 986

1 458 940

117 564

18 933 420

13 991 599

4 941 821

1%11%

86%

1%1%

2013

Total

TECH -‐ Capex

TECH -‐ Opex


HR

G & A

TOTAL REVENUE

TOTAL COSTS

EBITDA

264 131

86 487

244 951

370 962

123 895

141 007

1 090 426

-‐949 419

11%

34%

22%

8%

24%

TECH - CapexTECH - OpexMarketing (Acquisition)HRG & A

NET INCOME SUMMARY

56

0 €

520 000 €

1 040 000 €

1 560 000 €

2 080 000 €

2 600 000 €

TECH - CapexTECH - OpexMarketingHRG&A

jan feb mar apr may jun july aug sept oct nov dec jan feb mar apr may jun july aug sept oct nov dec

TOTAL REVENUE

2013 2014

BREAK EVENQ2 2014

INVESTOR DASHBOARD

57

Investor Dashboard: an exclusive tool dedicated to be informed live about all KPIs and datas related to the business

Audience, each Vertical KPIs, Sales Team performance, Forecast, Cashflow position: all datas are available and updated daily for our investors on a dedicated iPad compliant application

Value-added

58

SYNERGIES WITH MEDIA PLAYERS

59

купить в BOTTEGA

купить в LOUBOUTIN

купить в DF

76.783 p.

36.769 p.

17.816 p.

Наша команда собрала Look для вас

x

Get the same Look !

Modakupi technology can immediatly be applied to any website media content, with profitable products cross-linking created from drag’n drop User Interface.

WE’RE READY FORVERTICALIZATION !

61

Travelkupi.ru Modakids.ru Modamen.ru

Modaskidki.ru

#FAQ

63

I N OUR QUEST TOWARDS TOTAL COMMERCE AUTOMATION, WE’VE FAILED TO BRING THE MOST IMPORTANT PART OF COMMERCE WITH US.THE CUSTOMER EXPERIENCE.

What’s your difference with Ebay, Yandex Market, Google Shopping, etc ?

64

Yandex & Ebay have lot more money and resources than you : what do you have to say ?

Google Shopping is n°1 Comparison Shopping Engine, worldwide.Ebay is worthing billions.But these monsters :- didn’t kill the hundreds of verticals running aside, including Shopstyle, Osoyou, Pure-Shopping...- didn’t kill Comparison Shopping Engines like LeGuide.com (sold for €94m to Lagardère recently)

Google & Yandex promise is product exaustivness, price comparison, not contextualization and editorial advice around product offer.Ebay’s promise is an Auction for secondhand individuals products marketplace, even if they push to accomodate Merchants.

In Fashion, Luxury products, and even globaly speaking, people request ediorial advice, brands stories and context, quality of surfing experience !

Des Traynor - NET MAGAZINE http://www.netmagazine.com/opinions/death-and-rebirth-customer-experience

“ “

What’s your difference with Wikimart ?

Wikimart is an Agregator, not a Shopping Engine. They compete with Yandex Market, and offer a very limited User Experience based on price only.

• No Products filtering• No Editorial• No Product Contextualization

• No Discount Managment• No SEO Optimization• No Verticalization per product field

=

What if Shopstyle and Pure-Shopping, the European and French leaders, decide to come to Russia ?

66

Ideal exit scenario. Russia is a very specific paradigm, as Amazon, Ebay, Facebook, Google tries can show : it’s not just a question of copy-paste what’s running outside of the country.

And it takes time and know-how, whatever the resources.

And most of all, it will take lot of time / resources to reach our :

• SEO strength

• Merchant Portfolio

• Audience build

We’ve heard that Ebay is coming with big investment in Russia, and want to play in Fashion...

Ideal exit scenario. Russia is a very specific paradigm, as Amazon, Ebay, Facebook, Google-try can show :

And even when you know how to adapt it to the russian paradigm, it takes time and know-how, whatever the resources.

Are you ready for Smartphones & Tablets ?

• In Russia, Smartphones are actually used for surfing, not buying.

• Less than 1% of visitors are using a mobile device to surf on internet in Russia• Our Responsive Design layout makes us ready to quickly propose a tablet / smartphone dedicated UI when needed.

Like Pinterest did (developped a dédicated iApp only few weeks ago...),strategy is the following regarding mobile devices :1. Setup an HTML5 / Responsive Design adapted website2. Develop the Social Media dimension, and personalized visitor space for visitor to LOGIN when they come to us (we can track them then)3. Develop dedicated high-quality user experience iApp (no need to login for user, deep tracking and ability to push personalized cross-content)

IT’S IT’S NOT JUST A QUESTION OF COPY-PASTE WHAT’S RUNNING OUTSIDE OF THE COUNTRY.

Most of the money you look for is to be used for marketing purpose (Acquisition mainly)Who is you Marketing Director ?

67

We’re speaking here about one of the Potential Patentable, exclusive tool coming with the Webkupi platform : the Operational Dashboard.

Based on Urchin©, the same licence used by Google itself to create Google Analytics, the Webkupi Dashboard is capable of following visitors from its original Acquisition channel source, to the orders generated among thousands of merchants, millions of products.

The Operational Dashboard is 100% internaly specified.

There is no tracking tool actually available on the market today able to :

• track individualy each visitor from it’s Acquisition Channel sourcing

• track visitor when clicking on products in Shopping Engine Website

• track visitor when landing on Merchants website

• track visitor when doing a buy during the 30 following days after click

And do that with hundreds of Acquisition channels, thousands of campaign, several differents verticals, millions of clickable products, thousands of merchants...

Database Products Widgets Publications Classmatic© Dashboard Our Affiliates

MetricsGlobal Crosstabs

TABLE SETUP

7 Oct. 2012 - 16 Oct. 2012

Result

Actions

RESET ALL

...

SAVE & REFRESH

Total

SEM

palto

sapogi

sciteri

botinki

SEM

palto

sapogi

sciteri

botinki

PPC Network

Banner_HP_Oct-12

Banner_Odezhda_Oct-12

Banner_Sale_Oct-12

Banner_Tufli_Oct-12

Banner_Palto_Oct-12

Banner_HP_Oct-12


Banner_Sale_Oct-12

Banner_Tufli_Oct-12

Context Advertising

Banner_HP_Oct-12


Banner_Sale_Oct-12

Banner_Tufli_Oct-12

Display

Banner_HP_Oct-12


Banner_Sale_Oct-12

Banner_Tufli_Oct-12

SEO

utm_source = search + utm_keyword #18



Direct

TYPES

Last week last J-7 last J-30

CSV EXPORT URL EXPORT

<2h 2 - 24h 2-7 d 8-14 d 15-30 d 31-62 d

12 1 1 2

4 14 5 3

21 8 4 2 1 1

28 14

11 8 3 1 2

8 1 1 1 1

1 4 3

BUYS (classified by Buy date)

All Affiliates Products

Modakupi B Test Edition

Sitemap

43

Visitors U.V. share Clicks share Landings Buys CTR CR loss

43 512 35 376 99 % 24 738 - 24 738 16 57 % 0,04 %

65 785 53 484 - 37 401 - 38 101 27 57 % 0,04 %

90 562 73 628 97 % 51 488 99 % 49112 32 57 % 0,04 %

11 477 9 331 - 6 525 - 6125 42 57 % 0,37 %

5366 4 363 - 3 051 - 3050 25 57 % 0,47 %

24 552 17 558 - 4 885 - 4 102 12 20 % 0,05 %

6 225 3 552 - 255 - 258 8 4 % 0,13 %

VISITS Last Touch MESURES

Campaign price Start date End date utm_source utm_medium

4850 € 07/10/2012 07/11/2012

google cpc

google cpc

google cpc

google cpc

6780 € 07/10/2012 07/11/2012

yandex cpc

yandex cpc

yandex cpc

yandex cpc

11 285 € 09/10/2012 09/11/2012

Adlabs banner

Adlabs banner

Adlabs banner

Adlabs banner

Adlabs banner

MArketGrid banner

MArketGrid banner

MArketGrid banner

MArketGrid banner

6 799 € 08/10/2012 09/11/2012

Google banner

Google banner

Google banner

Google banner

6 123 € 11/10/2012 31/12/2012

Sociomatic banner

Sociomatic banner

Sociomatic banner

Sociomatic banner

24 552

6 225

Group Infos

Cash IN Cash OUT BALANCE

1 223 p.

122 455 p.

-123 456 p.

FINANCE

CPC

6,2 rub

OUR AFFILIATES DASHBOARD KPI’SMockup #57 : Acquisition Sources DrillDown (4 levels)

AlertsAcquisition Groups Types

DEDICATEDHYPERCUBE

Last Consolidation : today 9:00 AM

Products Clear

poussette LaRedoute ... LeRedoute... 2 123 444

pelle a tarte

jupe droite

pantalon bleu

gilet en laine

Pardessus fourrure...

Search into the list

Brands Clear

Anoushka

Chanel

Dior

Ebisu

FrancoFerre

Guelrain

Merchant Clear

3Suisses

LaRedoute

MeggyMall

Heverest

Toys’R Us

Ozon

CASH-IN & MERCHANT BILLINGBilling Setup Strucuture for typical Merchant

Widgets etc.

75

Merchant BackO!ce Billing Model Setup

TYPE of BILLING Clicks - CPC Clicks - CPO

from 1 to clics, CPC =250.000 RUB

CR - CPC CR - CPO

SETUP

Define Maximum Budget limit : 123.445.000 RUB

Define monthly fee steps :

from to clics, CPC =500.000 RUB250.001

from to clics, CPC =1.000.000 RUB500.001

from to clics, CPC =2.000.000 RUB1.000.001

up to clics, CPC = RUB500.001

CLIC TO ADD ONE STEP

CLIC TO REMOVE

ENTER THE PROPER VALUE

3

4

5

6

7

YOU CAN CHANGE THE CURRENCY

DURATIONstart : 01/ /2012 monthly recurring :


from 1 to clics, CPO =250.000 RUB

CR - CPC CR - CPO

SETUP



from to clics, CPO =500.000 RUB250.001

from to clics, CPO =1.000.000 RUB500.001

from to clics, CPO =2.000.000 RUB1.000.001

up to clics, CPO = RUB500.001


CLIC TO REMOVE


3

4

5

6

7




from 1 to CR, CPC =250.000 RUB

CR - CPC CR - CPO

SETUP



from to CR, CPC =500.000 RUB250.001

from to CR, CPC =1.000.000 RUB500.001

from to CR, CPC =2.000.000 RUB1.000.001

up to CR, CPC = RUB500.001


CLIC TO REMOVE


3

4

5

6

7




from 1 to CR, CPO =250.000 RUB

CR - CPC CR - CPO

SETUP



from to CR, CPO =500.000 RUB250.001

from to CR, CPO =1.000.000 RUB500.001

from to CR, CPO =2.000.000 RUB1.000.001

up to CR, CPO = RUB500.001


CLIC TO REMOVE


3

4

5

6

7



PERIODE ALWAYS STARTS AT 00:00PERIODE ALWAYS STARTS AT 00:00

PERIODE ALWAYS STARTS AT 00:00PERIODE ALWAYS STARTS AT 00:00

You said that Development are 90% achieved. What’s still to be done ? Is it really necessary ?

68

We build a gap regarding competition with what we’ve achieved today : it’s important to keep that gap, which is one of the reason why visitors will come to us, and turn Modakupi into a use and not a simple visit.

Main remaining developments are shown in the Timeline.

The main strength of the platform, technicaly speaking are :

• flexibility : it can be hacked, upgraded, modified very easily

• reliability : it has been designed to sustain high products/merchants/audience volumes

• packaged : it’s easy and quick to launch new verticals

DEVELOPMENTS TIMELINE

jan feb mar apr may jun july aug sept oct nov dec

2013

Look PlugIn Login / Pass

Personal space

Products «like» DDB Upgrade

BO Upgrade 1/2

300.000 1.000.000 2.000.000

Vertical #2 Vertical #3 Vertical #4

BO Upgrade 2/2

Products

Launches

> 4.000.000

Classmatic tags Buy Similar

Look CompletionInvestor Dashb.Mobiles HTML5 Mobiles iApp

BUDGET : ~€130k

Why do you need €5m ? What would happened with that money precisely ?

This budget comes after building the Business Plan for the 24 coming months. It will be used essentially to :

• finish needed Developments (~6%)

• structure SalesForces & Evangelize the market (~17%)

• build Marketshare (Acquisition & CRM) : (~50%)

• launch additionnal Verticals (~27%)

69

This budget is not needed in one shot : we’ve scheduled it precisely with steps, target & KPIs to reach to launch each new step, as shown here in the Investment Timeline.

STEP 1 : ~ $500k to reach 1m UV/month during Q1

INVESTMENT TIMELINE

2013 2014

Vertical #2 Vertical #3 Vertical #4

0

375000

750000

1125000

1500000

Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.

Why can’t you reach and make proof of KPIs with the actual audience / product catalog metrics ?

As explained slide n°17, a Good Conversion Rate (which is the main

KPI for Modakupi) is directly depending on USER EXPERIENCE.

70

BUT USER EXPERIENCE CAN’T BE GOOD UNLESS YOU GET :

1. Critical Product Catalogue Volume :

Big Merchants request a 1 million+ monthly Audience to sign with us

International Copycat models shows that 300.000 product is the minimal quantity requested for a Good User Experience

Actual Audience : ~100.000 Unique Visitors / month

Actual Product Catalog : ~60.000 products

2. Loyalty & Social Media functionalities :

Loyalty program (exclusive Modakupi Discount) increase Returning Ratio

Social Media functionnality make people use and share

3. Brand Awareness :

People Use new service if and when they see others doing it

«Positive Noise» about the Brand is absolutely crucial

AudienceCritical mass Tray Slight Decreasing

with VolumeBeyond Audience target :unefficient additonnal audience

AUDIENCE

CONVERSIONRATE

0,2 %

0,4 %

0,6 %

0,8 %

1 %

3 m. 10 m. 20 m.

CONVERSION RATE

GROWING IS NOT

PROPORTIONAL TO

AUDIENCE. THERE IS A

CRITICAL AUDIENCE

VOLUME TO REACH.

You’re sure about spending on Social Media and stuff ?

71

Source : Nielsen Global Trust in Advertising Survey, Q3 2012

Recommendations from people I know

Consumer opinions posted online

Editoral content like newspaper articles

Branded Websites

Emails I signed up for

Ads on TV

Brand sponsorship

Ads in magazines

Billboards and other outdoor advertising

Ads in Newspapers

Ads radio

Ads before movies

TV program product placements

Ads served in search engine results

Online video ads

Ads on social networks

Online banner ads

Display ads on mobile devices

Text ads on mobile phones 29 %

33 %

33 %

36 %

36 %

40 %

40 %

41 %

42 %

46 %

47 %

47 %

47 %

47 %

50 %

58 %

58 %

70 %

92 %

To what extend do people trust existing form of advertising

Digital Marketing is based on crowd to crowd recommandation

and context : to dare use a service, or buy a product, people need to be «inspired» by themselves & by the context (especialy the story

around the product or the service).

1st Clic : has to be bought

Next clics : have to be deserved

Famous Quote about Digital Marketing

“ “

You said you planned a precise «Step by Step» Investment strategy, can you explain ?

72

We don’t need to get 100% of the money in one time : there is a Step by Step Investment Schedule, and each Step has to be passed successfuly for the next step to be relevantly ignited.

• Finish developments

VERTICAL #1

• Reach 50+ Merchant signed

• > 100 kProducts Portoflio

• >10% SEO Acquisition

• >0,2% Conversion Rate

MILESTONE #1

jan-feb-mar 2013

VERTICAL #1

• >0.5 millions Unique Visitors/month

• Facebook / Vkontaktie : >1000 fans

• >400 kProducts in Portfolio

• > 10% SEO Acquisition


VERTICAL #2

• Launch

MILESTONE #2

apr-may-jun 2013

VERTICAL #1

• >1,5 millions Unique Visitors/month





VERTICAL #2

• Get 1 million Unique Visitors/month

• Sign big Merchants





• VERTICAL #3

• Launch

MILESTONE #3

jul-aug-sep 2013

VERTICAL #1

• >3 millions Unique Visitors/month


• 1m Products in Portfolio



VERTICAL #2

• >2 millions Unique Visitors/month




VERTICAL #3

• Get 1 million Unique Visitors/month

• Sign first big Merchants





VERTICAL #4

• Launch

MILESTONE #4

oct-nov-dec 2013

2013

All KPIs defining the Steps are available inDashboard and Reports (Weekly & monthly reports, Daily Investor Dashboard).

What’s a vertical typical Break Even situation ?

73

Audience target : 3 m Unique Visitors

Revenues

Global Average CPO : 19 €

Conversion Rate : 0,45 %

Month orders generated : 13 500 orders

REVENUES : 256 500 €

Expenses

Typical vertical running cost : 45 k€

Traffic Acquisition (CPC) : 0,12€ / visitor

SEO : 30%

Paid Traffic : 2.1m visitors

Acquisition costs : 252 000 €

Vertical BreakEven

What about Bank Card Payments online in Russia ?

0

5

10

15

20

2008 2009 2010 2011 Q2 2012

16,9

12,4

7,76,56,8

Size of the Credit Card Market ($b)

Source : www.researchfindr.com

Universal Electronic Card

As a part of a new national payment system, the Ministry for Economic Development has approved a plan to launch the Universal Electronic Card (UEC) for all citizens in Russia. The UEC is intended to eventually replace all local, regional, and national forms of ID, and will serve as a combination electronic ID, driver's license, car insurance certificate, bank card and migration document, among other possible functions.

This should massively increase the use of Credit Card for Russian citizens.

2016

The Russian cards and payments market

size in terms of volume is expected

to grow at a CAGR of 5.4% over the

forecast period 2012–2016, to reach 266.5 million cards delivered in 2016

What are the Russian Online Market figures ?

74

$10.5b $7.8b

Total online retail marketPhysical goods

Russian Online Marketsize (b$)2011

Source : Data Insight

Household applicances & consumer electronicsComputers and related appliancesFASHION - Clothing and footwear

Children’s goodsGroceries

Car Spare partesFurniture

Mobile phonesOffice appliances

Sport and leisure itemsBooks

Daily deal / Gruop buying sitesEvents tickets

Home appliancesAccessories

Cosmetics and perfumeJewerly

MedicineGifts

Products categories by turnover (m$)2011

Source : Insales

0 400 800 1 200 1 600 2 000

Growth : +25% vs 2010

$23b to $30b expected in 2015

22

29

11

11

13

1 44

4

24

20

20

1814

10

103

What are the Russian Online Buyers figures ?

75

Internettelephony

Type of online purchasesVariation by gender - August 2011

Percentage of online shopperds. Poll conducted by FOM.

What Russian e-shoppers boughtAugust 2011

FASHION - Clothing and footwearMobile Phone bills

Household appliances and consumer electronicsBooks

Internet access billsCosmetic and perfumes

Utility billsChildren’s goods

VoIP billsAir Tickets

CDs and DVDsMobile devices and accessoriesComputer games and software

Computer and related appliancesTrain tickets

FootwearGroceries

Sporting goodsFurniture, home decor 5 %

5 %

5 %

5 %

6 %

7 %

7 %

7 %

8 %

8 %

8 %

9 %

10 %

13 %

14 %

15 %

15 %

18 %

25 %

Percentage of online shoppers. Poll conducted by FOM in Russian cities of all type.

Internetaccess

FASHION

Householdappliances

Mobile phonesbills

Health & Beauty

Sportinggoods

Computer& officeappliances

Software& games

0

5

10

15

20

25

30

MEn

#MODELS

76

77

Website

Category

Employees

Founded

Description

General Informations

Offices

HQ

302 Carmalita Court

Alamo, CA, 94507

USA

Funding (Group)

4 M Visitors/Month for the US Website

1 M Visitors/Month for the UK Website

n/a for the other countries

Metrics

Countries

USAUKFranceDeutschlandJapanAutralia

Competitors

ShopStyle, Pure-Shopping, StyleFinder

Summary

ShopStyle, Inc. operates a social shopping Web site focused on clothing and beauty products.

Shopstyle is part of Sugar Inc. Group. (strategic Asset, worth about 30% of total Group Value)

Copycat

Modakupi.ru

Russian Paradigm

Shopstyle is not available in Russia.

Shopstyle can’t work with Merchants not compliant with the XML / CSV standard product feed format.

http://fashionista.com/2010/01/time-inc-buys-stylefeeder-says-farewell-to-shopstyle/http://www.guardian.co.uk/media/pda/2008/nov/17/startups-digitalmediahttp://www.businessoffashion.com/2009/04/fashion-20-social-shopping-at-shopstyle.html

shopstyle.com

Affiliation

80

Andy Moss

Social Shoppinh Website

>100 M.$Estimated Valuation (Group)

Profitability : 3 years.

1

Strengths

BtoB Fashion Widgets Platform (strong complementary revenues, but need evangelization for russian bloggers and websites).

Our platform is able to do the same with 4 months / 100 k€ devs budget.

&

TOTAL

VENTURE FUNDING TOTAL

Serie A, 10/06Sequoia Capital

Serie B, 6/07NBC Universal

Serie C, 6/09Sequoia Capital

Venture Round, 4/11Institutional Venture PartnersSequoia Capital

$46M

$46M

$5M

$10M

$16M

$15M

http://www.crunchbase.com/maps/city/Alamo/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/city/Alamo/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/state/CA/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/state/CA/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/zip/94507/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/zip/94507/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/country/USA/at/companies/shopstyle/25910

http://www.crunchbase.com/maps/country/USA/at/companies/shopstyle/25910

http://www.crunchbase.com/company/ivillage


http://www.crunchbase.com/financial-organization/benchmark-capital




Website

Category

Employees

Founded

Description


Offices

Offices

4 rue Leon Just

75017 Paris

FRANCE

Funding

-

1 M Visitors/Month for the French Website

7 M€ Revenues for 2011

40% Gross Margin

Metrics

Countries

France only

Competitors


Summary

PureShopping by Shopoon is the French 1st Shopping engine dedicated to Fashion, Interior Design and Health&Beauty. Its innovation stand in its genuine semantic and image recognition system, offering a revolutionnary navigation experience to users.

Pure-Shopping is part of Webedia Group (strategic Asset, worth about 40% of total Group Value)

pureshopping.fr

Affiliation

10

Andy Moss

Social Shopping Website

~50 M.$Estimated Valuation (Group)


2

78

http://www.ventech.fr/site_dev/actualite_detail.php?id_actu=240http://blog.lengow.com/03/03/2010/itw-pureshopping-sonia-zarowsky.htmlhttp://www.ecommercemag.fr/E-commerce/Article/Shopoon-Et-le-shopping-en-ligne-devient-shopoonning-16991-1.htm

Copycat

Modakupi.ru

Russian Paradigm

Pure-Shopping is not available in Russia.

Pure-Shopping can’t work with Merchants not compliant with the XML / CSV standard product feed format.

Strengths

Editorial Content : good quality, and very strong SEO compliance.

&



79

Website

Category

Employees

Founded

Description


Offices

HQ

The Met Building, 9th Floor,22 Percy Street,London W1T 2BU

> 0.25M Visitors/Month for the UK Website

> 1.25M Visitors/Month for AiguaMedias

Metrics

Countries

UK only.

Competitors


Summary

OSOYOU.com is a shopping and socializing website for women with a passion for fashion and beauty. It’s the first of its kind, easy to use and really rather brilliant.

Osoyou is part of AiguaMedia Group (strategic Asset, worth about 50% of total Group Value).

http://profy.com/2007/04/18/osoyou-startup/http://www.independent.co.uk/news/media/shaa-wasmund-log-on-for-shopping-nirvana-401209.htmlhttp://www.aiguamedia.com/properties/osoyou

osoyou.com

Affiliation

80

Dawn Bebe - 2007

Social Shoppinh Website

n/aEstimated Valuation (Group)

Funding

TOTAL

VENTURE FUNDING TOTAL

Venture Round, 4/07

Bright Station Ventures

$2M

$2M

$2M

Aigua Media Group was launched in 2009 with consolidation of 3 Bright Station Ventures businesses :

• Osoyou.com,

• Aigua Media Blogs (2006)

• The Beauty Quest (2009).

The publishing group owns leading fashion blogs (Catwalk Queen, Shoewawa, Bag Lady, Kiss and MakeUp...)


3

Copycat

Modakupi.ru

Russian Paradigm

Osoyou is not available in Russia.

Pure-Shopping can’t work with Merchants not compliant with the XML / CSV standard product feed format.

Strengths

Editorial Content, and most of all : Looks part with Streetlooks and Starlooks.

&



Entertainment & Humor

Modakupi bp dec