2014 feb 26 brussel ecommerce summit

Download 2014 feb 26 brussel    ecommerce summit

Post on 20-Feb-2017

99 views

Category:

Internet

1 download

Embed Size (px)

TRANSCRIPT

  • 1 1

    TITEL

    THE SMURFS GLOBAL

    E-MPIRE

    26 Feb. 2014

    Dennis Van Allemeersch

    CEO Hotel Booker

  • 2 2

  • 3 3

    A STORY FROM THE

    TRENCHES OF

    INTERNATIONAL

    EXPANSION

  • 4 4

  • 5 5

    Online

    Travel

    Agency

    2002

    ~110

  • 6 6

    Year Hotels Countries Bookings Milestones

    2002 50 1 Start Livegang HotelSpecials.NL

    2003 150 2 7.500 Livegang HotelSpecials.BE

    2004 300 3 40.000 Livegang BungalowSpecials.nl

    2005 400 4 115.000 Livegang HotelAanbiedingen.nl

    2006 900 5 150.000 Livegang HotelSpecials.SE

    2007 1000 5 180.000 Introduction hotelvideos

    2008 1500 5 250.000 First HotelWeek campaign

    2009 2000 5 325.000 New HotelSpecials website

    2010 2250 5 380.000 New office

    2011 2500 5 415.000 Introduction Dynamic Packaging

    2012 3000 5 470.000 Introduction Daily Deals

    2013 4050 6 442.000 Livegang HotelSpecials.DK and NO

    Start sales destination Austria

    Livegang www.ferienparkspecials.de

    http://www.ferienparkspecials.de/

  • 7 7

    More

    frequent

    breaks: your

    moment,

    with more

    value for

    money

    Best valued

    Top 3 player

    in the

    European

    market for

    short

    vacations

  • 8 8

    Succesfull ????

    HS NL HS BE HS Scand HA NL BS

    Bookings

    -6%

    Net Margin

    +1610%

    International

    sites bookings

    20%

    vs.

  • 9 9

    What should we smurf ???

  • 10 10

    Source: OC&C Strategy Consultants, 2013

  • 11 11

    STRATEGY

    Same platform

    Same brand name Similar perception

    as Booking.com

  • 12 12

    4 future business

    models are emerging,

    we decided where to

    play

    Source: Shopping2020

    STRATEGY -

  • 13 13

    4 future business

    models are emerging,

    we decided where to

    play

    Source: Shopping2020

    STRATEGY -

    We arrange extras

  • 14 14

    PREPARE Prioritise markets

    After NL, rolled out

    in neighbouring

    countries

    BE/DK/SE/NO

    size potential

    limited

  • 15 15

    Prioritisation -

    Soft launch 13/02/2014, full market launch 03/03/2014

  • 16 16

    LAUNCH Last mile solution

    Same

    platform Devil in detail:

    Content mngt.

    in different

    languages

  • 17 17

    Last mile solution -

    Increased # releases

    from 5 to 17 p.a.

    Machine

    translation

  • 18 18

    LAUNCH Scalable payments

    No local

    payment options

  • 19 19

    Scalable payments solution -

    End January 2014 => Adyen implementation

  • 20 20

    GROW Localise

    Dj vu

  • 21 21

    Localise -

    Local country

    marketing-sales teams

    Need local marketing & sales if you are serious about a market =>

    Local B2B sales relationship

    Knowledge about local market / marketing

    Language

    Marketing kalendar

    Values

    Local mkteer

    SEO

    SEA CM

    Country

    2

    Country

    1

    Country

    3

    Country

    x

    Country marketeer feeds

    Functional specialists

  • 22 22

    GROW Invest

    vs.

    Financially very healthy

    (fully financed out of own cash flow with

    better than industry average margin)

    Too conservative

    (BE marketing $600M

    paid search p.a.

  • 23 23

    Invest -

    => 10.5% of 2014 budget

  • 24 24

    Loose timidity, think BIG & BOLD instead of

    cramped & narrow minded, take ACTION, become

    @-ntrepreneurial, and

  • 25 25