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ennovation 2012	
  
eCommerce	
  
Business	
  
Plan	
  &	
  
Strategy	
  
pan@gezerlis.gr
eCommerce
Consultant
first, the bad news…
Hellenic Statistical Authority - March ‘12
Hellenic Statistical Authority - March ‘12 & Eurostat - March ‘12
Foundation for Economic & Industrial Research - April ‘12
59%unemployment
rate
for
<25yr(Nov ‘13)
ELSTAT, Feb, 2014
Huge
increase in
“true”
young
entrepreneurship
via
start-ups
35%(2nd highest in EU-27)
ELTRUN The eBusiness Research Center - AUEB- Nov ‘13
Can you connect the dots?
Young EntrepreneurshipeCommerce
Exports
ennovation 2012	
  
Young	
  
people	
  
star1ng-­‐up	
  
eBusinesses	
  
to	
  boost	
  
country’s	
  
exports	
  
Let’s focus on e-selling to a 500M population
Business Plan & Strategy
1.	
  Do	
  a	
  Business	
  Plan	
  
(duuuh!)	
  
2.	
  Learn	
  Web	
  Analy1cs	
  
(You	
  won’t	
  survive	
  otherwise)	
  
3.	
  Responsive	
  Design	
  e-­‐shop	
  
(25%	
  of	
  GR/CY	
  visitors	
  now	
  from	
  mobile	
  devices)	
  
4.	
  Exports,	
  Exports,	
  Exports	
  
(exports)	
  
5.	
  WOW	
  the	
  customer	
  
(Read	
  “Delivering	
  Happiness”,	
  Zappos	
  CEO)	
  
6.	
  Automate	
  Opera1ons	
  	
  
(call	
  center,	
  shipping,	
  billing,	
  etc)	
  
7.	
  Idiot-­‐proof	
  shipping	
  price	
  
(understanding	
  the	
  shipping	
  price	
  is	
  beKer)	
  
8.	
  Use	
  many	
  payment	
  methods	
  
(especially	
  overseas)	
  
9.	
  Beware	
  of	
  returns	
  
(it’s	
  not	
  a	
  legislaMon	
  issue,	
  but	
  a	
  customer	
  issue)	
  
10.	
  Use	
  more	
  than	
  1	
  courier	
  
(you	
  can	
  negoMate	
  beKer)	
  
11.	
  Packaging	
  costs	
  1-­‐2%/sales	
  
(but	
  it’s	
  well	
  worth	
  it)	
  
12.	
  Don’t	
  stock	
  
(in	
  the	
  beginning)	
  
13.	
  Localise,	
  do	
  not	
  translate	
  
(phone	
  number,	
  Bank	
  Account,	
  domain)	
  
14.	
  A/B	
  test	
  EVERYRTHING	
  
(even	
  your	
  IVR	
  message)	
  
15.	
  IVR	
  more	
  important?	
  
(even	
  than	
  your	
  e-­‐shop?)	
  
16.	
  Not	
  CPA	
  !	
  LVT	
  
(not	
  Cost	
  Per	
  AcMon,	
  but	
  Life	
  Time	
  Value)	
  
17.	
  Move	
  from	
  Paid	
  to	
  Owned	
  
(MarkeMng)	
  
18.	
  Play	
  Smart	
  with	
  Price	
  Comp	
  
(Price	
  Engine	
  OpMmisaMon)	
  
19.	
  Content	
  Marke1ng	
  #rulez	
  
(And	
  your	
  compeMtors	
  don’t	
  know	
  it	
  yet)	
  
20.	
  TV	
  #rulez_even_more	
  
(And	
  it’s	
  not	
  that	
  expensive)	
  
21.	
  Hire	
  Conv.	
  Rate	
  Op1miser	
  
(It’s	
  the	
  best	
  ROI	
  decision	
  you	
  will	
  ever	
  make)	
  
22.	
  Photo-­‐shoot	
  the	
  products	
  
(and	
  not	
  with	
  your	
  iPhone)	
  
23.	
  Hire	
  eCommerce	
  Consultant	
  
(if	
  you	
  can’t	
  get	
  a	
  great	
  eCommerce	
  Manager)	
  
24.	
  Train	
  your	
  People	
  
(and	
  they	
  will	
  become	
  great	
  eCommerce	
  People)	
  
25.	
  Join	
  an	
  eCommerce	
  Assoc.	
  
(Greek	
  eCommerce	
  AssociaMon	
  |	
  120	
  members)	
  
26.	
  Do	
  not	
  miss	
  omni	
  channel	
  
(It’s	
  not	
  always	
  expensive	
  to	
  be	
  omni	
  channel)	
  
27.	
  Understand	
  ROPO	
  
(Research	
  Online	
  –	
  Purchase	
  Offline)	
  
28.	
  Visit	
  7th	
  eCommerce	
  Conf	
  
(in	
  Cyprus)	
  
29.	
  It’s	
  Commerce	
  first	
  
(…and	
  then	
  eCommerce)	
  
30.Υποµονή&Επιµονή
pan@gezerlis.gr
eCommerce
Consultant

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eCommerce Business Plan & Strategy Tips