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“Prove biz model”
“Accelerate SG leadership”
“Internationalization”
“Professionalize & Scale”
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Brief History
11M monthly consumers 2.4M apps 1.1M properties 500k monthly leads 31k agents
Australia
Hong Kong
~$12bn Transactions Annually
Asia’s Leading Online Property Group
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Property Moving Online
Property Listings Property Agents
Source: PropertyGuru
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-15
15 mobile apps, 4 countries, 3 platforms & 3 languages
2.4M App Downloads Consumer Apps Agent Apps
54% of visits
Property Search Is Going Mobile
4%
48%
10% 9%
5% 1%
32%
24%
16% 14%
2013 2018 forecast
Just Starting…
2004 2013
Source: Frost & Sullivan (2014)
• ~1/3rd of staff
• Upskilled product managers
• Award winning mobile teams
• By functionality, not country
• 2x Dev Centres
• Single platform
Continual Consumer Focused Innovation
2008/09:
Map search
Directories
Mobile apps
Agent Websites
StreetView
Many Asia 1st’s
2010/2011:
iPhone app
Mortgage broker
Commercial
Auctions
Newspaper
Property data
Listing Quality Algorithm
Reminders to agents Almost every facet scored
From the smallest details such as Furnished? No. of toilets? Unit no.?
to the most critical information
Location Price Floor Plan
Central & Local Marketing – Teamwork
Offline – re-enforces online + supports sales
Online – SEO, SEM, Mobile & Social
Content – Create + Curate + Distribute
Events – educate, influence, brand & sales
Invest in Marketing
Help consumers
600 articles/month - 3 languages
Property sentiment
Infographics & lifestyle on social media
Video snacks
Create + Curate + Distribute….
King Content…
Events - Consumers, Developers & Agents
Consumer shows
Market updates
Developer summits
Agent summits
Developer – Agent Events
Industry seminars
Thailand Example…
Source: Google Analytics
347,358
1,515,197
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600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Paid Search Engine Organic
Paid traffic % ê12% Brand Index é52% Engagement é 3x No. 2
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DDProperty$ Prakard$ Propertyperfect$ Thaihometown$ Thinkofliving$
The Measurement Dilemma…
Total Visits x Average Time on Site = Total Engagement Share ~ Proxy for share of leads
10+ Year Big Hairy Audacious Goal (BHAG) for Company
5 Year Company Vision
1 Year Company Goals
Quarterly Functional Priorities (ELT & ELT-1)
Strategy into Tactics
Investment… When & How?
Start Up: Prove business model Self fund Series A/B: Early stage VC’s & angels Accelerate Debt Finance: Quick, no SPA/SHA/dilution But opex
Series B/C: Major Growth Round Blue Chip VC Vs Strategic
Also JV Partners… Increase Local Reach
Indonesia – $3.5bn listed no. 1 media company (TV, Outdoors & Digital). Cash for minority equity investment + branding + product bundles
Malaysia – Large outdoor/print/digital media company. Media for Equity JV. Helped increased brand index from 4% to 27% in 3 years
But needs to be managed
• Leadership team built – upgrade/professionalize functions
• 2 years improving legacy systems & processes – plan ahead
• Putting in place KPI tracking is tough
• Policies & processes = better run business & IPO-able
• Don’t scrimp on advisors - 2x upgrades of lawyers, corp secretary, accountants = less costly mistakes
• Select & invest in key systems: – Netstuite ERP & CRM & Online Billing – Amazon Web Services – Eloqua lifecycle marketing – Birst data visualisation – etc
Systems & Process… Don’t Delay
Summary
Consumer focused
Continual innovation
Mobile first
Branding investment
Structure & discipline early
People & culture most important
No substitute for hard work