FI BCN 2016 03 05 Sales and Traction Pablo Szefner
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Transcript of FI BCN 2016 03 05 Sales and Traction Pablo Szefner
Founder Institute
Sales & Traction
03/05/2016
Strictly confidential and The Fab Shoes Propietary
BUT WHAT IS TRACTION?
538
359
184
Avg. CPL 1,08€ 1,18€ 1,30€
Proven ability to acquire customers at low cost…
92 216
314 91
134
193
0
9
31
0
100
200
300
400
500
600
Q2 '12 Q3 '12 Q4 '12
Total Registered members per quarter (K) BE ES FR
1.672
2.313
… engage them…
202 328 645
1.145 1.344
1.668
15%
20%
28%
0%
5%
10%
15%
20%
25%
30%
0
500
1.000
1.500
2.000
2.500
3.000
3.500
Q2 '12 Q3 '12 Q4 '12
Total visits per quarter (K) Paid visits Free visits %Free visits
1.347
… convert them into first buyers…
1,6%
3,2%
5,9%
0,0%
1,0%
2,0%
3,0%
4,0%
5,0%
6,0%
7,0%
1st month conversion per cohort
Current basket size is circa 50€ and gross margin targetting 50%
46,4 €
45,6 €
46,8 €
48,5 €
29% 31%
40% 46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
44
45
46
47
48
49
sep oct nov dec
Basket Size (€)
Avg Basket Size Gross Margin
Note: Avg basket value includes VAT
Gross Margin (%)
Revenue growth has accelerated in Q4 ‘12
12%
5%
Changes
Cash Returns
% Changes & Cash Returns
0
100
200
300
400
500
600
Q2 '12 Q3 '12 Q4 '12 jan-‐13 forecast
Gross Revenues per Country (K€)
BE ES FR
140 195
430
260
Sales and tracSons learnings
• Define/narrow the target • Your first job is to sell, the second one is to sell, third one is to sell • AZer making the first sales, define/process the “sale System” • Understand and opSmise the funnel • DO NOT SCALE PREMATURELY (validate value proposiSon and growth proposiSon) • Data beats intuiSon, cash beats excels
Bogo intersSSal page • Countries : FR, DE, ES, UK • Running Date : March 22th – March 29st • Desktop & Mobile • Goals : Lead2VIP, Rev, GM, AOV • Desktop :
• Control : SS ATC litebox (click on checkout VIP) -‐> Checkout page • VariaSon 1 : SS ATC litebox (click on checkout VIP) -‐> Bogo IntersSSal -‐> Checkout
Page • VariaSon 2 : BOGO ATC litebox (click on checkout VIP) + Bogo IntersSSal -‐>
Checkout Page • Mobile
• VariaSon 1 : Modal dropdown (checkout) -‐> Bogo intersSSal -‐> Checkout page • Results : (details next slide)
• Desktop : rolled back to control (drop of the L2VIP) • Mobile : rolled out (-‐1.9% L2VIP ; +14% AOV ; +22% GM/order
Desktop
Mobile
Bogo intersSSal page results
(2403) JF_FR_Display_GDN_Mobile_2X1 > 07.03 – 23.03
Control Winner Leads 504 Lead Conv. 2.0% VIP 39 Lead to VIP 7.74% hnp://style.jusoab.fr/dms8750/
Test Leads 491 Lead Conv. 1.9% VIP 32 Lead to VIP 6.52% hnp://style.jusoab.fr/dms8872