How E-commerce Companies Garner Monetisation

Satyajit Bagchi Revenue Avenues For Constant Cash Flows

• Snapdeal(SD) is the largest online marketplace in India, offering 4 million+ products across multiple categories from over 50,000 sellers, shipping to 4,000 towns and cities in India

• Offers wide assortment of products across categories like Mobiles, Electronics, Fashion accessories, Apparel and Footwear, Kids, Home & Kitchen, Sports, Books etc.

• The current internet user base of 250 million+ which is growing rapidly, creates huge potential for internet retail business that is expected to swell to $22 billion by 2018* & consequently for SD

• 1 out of 6 internet users in India is subscribed on Snapdeal. Customer satisfaction, timely delivery are the keys to gain market share. Delivering uncompromised experience is key to future growth

Company & Industry

Background

Objective & Problem

Statement

Overarching Assumptions

Source: *Aerospike Study

• Assess the opportunities and establish avenues that can be monetized given the huge database of the active, opted-in user base

• Explore the various ways that can generate a consistent stream of revenues for the company

Overview of the presentation

• The revenue avenues need to be easy to implement without incurring massive CAPEX

• The suggestions need to be SMART, i.e. well-defined, measurable, actionable, realistic & quick

• While the way forward could demand aggressive expansion into newer categories like travel (MMT), devices etc., scope of this presentation covers quick response time projects only

• Consistent cash flow is the key scope of this project. Monetization is defined as generating revenues and adding to the overall brand value

• The avenues are expected to add new customers, retain the existing ones and enhancing their shopping experience as well as creating a loyal consumer base

Revenue Avenues

SNAPCARD: Co-Branded Cards

SVC: SNAPDEAL VOUCHERS AIRDEAL:

INDIGO Shopping

Business Channels – HoReCa, Institutions etc.

SNAPROMINENCE

SNAPYEAR: Membership Cards

Brand Advocates

SNAPSHOTS: Entrepreneur Platform

SNAPDEAL Yellow Pages

SNAPLEAD: E-Linkage

SAMAAN: Co-branded/ White Label Products

Loyalty program – For both Buyer & Seller

PLEASE NOTE: Annexure provided in Footnote

SVC: Snapdeal Vouchers

What Providing ‘Motivation Solutions’ on the lines of Sodexo. Service Voucher Cards (SVC) to be given at negotiated rates to corporates that can be used to make online purchases from Snapdeal

How does it work? Snapdeal Corporate Employee(Shopper)

SD negotiates with client for SVC deals. SD offers,SVC coupons worth, say, Rs5000 at Rs4000 to client for a 1 year period

Co. gives the Rs5000 SVCs to employees as perks (on lines of Sodexo cards) that could be used for shopping online at SD

Shopper goes to SD website and can use the SVC to make online purchase. The SVC will have a code that can be used to get the discount (Rs 5000). The SVC can have a validity period of 3-6 months

Annual Revenue

Potential & Assumption

What’s in it for me?

Co. Freq. in a year

Emp. given SVCs

Avg. no. of SVCs worth 5k

Perceived Value of SVCs

Direct SD Revenues

Addl. Saving to SD (3%)

A 4 100 1.5 3000000 2400000 72000

B 4 100 1.5 3000000 2400000 72000

C 4 125 1.5 3750000 3000000 90000

D 4 125 1.5 3750000 3000000 90000

E 4 150 1.5 4500000 3600000 108000

F 2 150 1.5 2250000 1800000 54000

G 2 175 1.5 2625000 2100000 63000

H 2 175 1.5 2625000 2100000 63000

I 2 200 1.5 3000000 2400000 72000

J 2 200 1.5 3000000 2400000 72000

TOTAL 31,500,000 25,200,000 756,000

Assumptions:

• Client Company hands out perks to employees in non-cash forms

• Agrees to purchase Rs.5k worth SVCs at Rs.4k. No. of emp. given the SVCs: 100-200

• Avg. worth of voucher is 1.5, since higher management employees might be given more than 1 SVC worth Rs.5k

• Additional savings comes from the caveat that the SVCs can’t be used for special discount offers on SD sales. Instead it will be available for purchase at lean discount rates

Rs. 2.6 Cr

SNAPDEAL • Constant traffic on usual days,

increased database • Bulk deal ensuring mega cash flow • Higher awareness & repeat buys

CLIENT COMPANY • Creates higher value perception

among employees, saves on cost • Image of a savvy employer • Easy motivation solution

END USER • Win-win situation for those who

purchases online regularly • Helps the mitigate higher spending

during contingencies/ festivities

SnapCard: Co-branded Cards

What

How does it work?

Annual

Revenue Potential & Assumption


Rs. 1+ Cr

Co-Brand with Credit Cards to generate higher sales on SD. In-built reward mechanism and/or extra discounts to create the desired hook for the offer. Tie up with big brands like VH, Pantaloons, Big Bazaar, Croma etc. for brand building

Issuer (ICICI) 1.5% to 1.75% Rs. (17.5-4.4)=

13.1

Interchange (Mastercrd) 0.25% Rs 2.5

Acquirer (Say, HDFC) 0.5% Rs 5.0

Co Brander 25% of Issuer Rs. 4.4

Suppose a buyer makes a purchase of Rs 1000, the seller gets 97.5% of the amount. The rest gets split as following:

SNAPDEAL • Incremental sales, Increases repeat sales ensuing from

the customers using the SnapCards • Margin earned from co-branding • Reward points from Cos., Brand Connect with VH Club

PARTNER • Acquire higher customer base • Higher movement and higher transaction amount of

own products on SD website • Sellers to benefit from enhanced purchasing power

SD to give extra discounts/ reward pts. for using SnapCard

CO-BRANDED CREDIT CARD ESTIMATE NUMBERS

SD Subscribed Shoppers 20000000

Users not using COD (30%) 6000000

Users using Credit Card (50%) 3000000

Existing Users signing for SnapCard (3%) 90000

New Users signing for SnapCard (0.1%) 6000

Total Users Opting for SnapCard 96000

SD Revenues from Transactions made by SnapCards (Assuming buyer makes maximum

two purchases of Rs 1000 per month) 10,137,600

Assumptions:

• Issuer agrees to a 75%-25% revenue sharing model

• Transactions per month is kept on conservative side

• Consistent transaction behavior of two Rs 1000 purchases per month per buyer has been assumed for the revenue calculations

• Additional costs borne by SD on account of extra discounts etc. not considered in the calculation

• Revenue sharing data is almost accurate, as confirmed by personnel from CitiBank

• Membership Cards not meant for direct revenue generation, but more as an awareness driver

Shopper purchases at store, gets SD points

Uses SD points to get discounts on SD shopping

OPTIONAL

Gets VH points on SD Shopping

Use VH pts. for Offline Shopping

AirDeal – Shopping at 30,000 Feet!

What

How does it work?

Annual Revenue



Rs. 1.45 Cr

Make a first move and tie up with the largest and most successful airline in India for creating awareness and sales

Snapdeal ties up with Indigo

SD awareness in Hello-6E magazine, Lounges

Discount coupons distributed during onboard sales

Items could be purchased from SD counters at select airports (akin to AVA outlets) or online

Purchase made online with special Indigo codes entitles buyers to lounge access, free meals etc.

SNAPDEAL • New, innovative avenue of awareness & commn • Scope of creating unique marketing story like

‘Shop 30k feet in the air!’ • Association with a reputed brand, leader in the

industry which is known for reliability & performance

• Scope for future fwd integration in travel sector

PARTNER • Higher awareness about Indigo

among huge SD customer base • Can use SD as a

communication platform • Get better deals at minimal

costs (free meals, lounge access etc.)

BUYER • Win-win deals for the

online purchaser • Get more discounts

(more savings) on more purchase

Assumptions:

• The success of the alliance cannot be merely captured in monetary terms but from an imagery enhancement and increased brand awareness perspective. This is going to lead to higher TOM and SPONT** awareness

• The terms & conditions of the agreement are hypothetical only and might vary significantly in reality

• The alliance would be symbiotically beneficial for both parties

Purchases made at Airports per month 500

Transaction value (Rs) 2000

Annual Revenue Potential (Rs) 12,000,000

Addl. Revenue from arrangement (Rs) 2,500,000

TOTAL ANNUAL REVENUE FOR SD (Rs) 14,500,000

Samaan – Snapdeal Branded Goods

What

How does it work?

Annual Revenue



Rs. 31 Lacs

SNAPDEAL • Using VOI model, SD can save on

logistics cost & remain true to its business model

• Stepping stone for foray into newer categories (physical)

• Start off with high-pull generic products like Ittr for risk assessment

SELLER • Higher customer base from SD • Repeat purchase can be ensued • Not making any additional

payment to SD, just a nominal fee • Sellers can offer extra discounts

or margins basis the product cost and/or quantity

BUYER • Access to wider variety of white

labeled goods • Better quality assurance • Get better deals on SD

SD’s entry into own product branding. Enter with white labeled good to save on high CAPEX and test the waters for any future launches like own devices, fashion-line etc.

Choose a category which has a high pull inspite of not

having any brand, say, Ittr.

Choose the vendors who are willing to partner with SD. They can

register with SD at no/nominal fee. SD to use their space for inventory

SD brands the product with SD branding and other quality checks & sells it online. Buyer places order

vendor arranges for dispatch

Assumptions:

• Starting with a relatively simple product as a testing ground for future bigger launches. SD gets 20% of the profits

• The revenues would be much higher once SD enters into more product branding

• Figures are on a conservative estimate & increase with time

• Vendors would partner due to higher customer base

• Items sold 4 per outlet per day, costing Rs 400 each

Number of Vendors 30

Registration Fee 5000

Earning from Registration 150000

Items sold 1248000

SD Share (20%) 249600

ANNUAL REVENUE 3,145,200

SnapShots – The Entrepreneur Platform

What

How does it work?

Annual



Many small entrepreneurs /artists rely on Word of Mouth, boutiques, Facebook etc to create awareness of their service/products, which usually has a limited reach. Through SD they could reach a wider audience, at nominal rates

Budding entrepreneurs often rely of social media, WOM for publicity of their business. Generally operating from out of a garage or small shop, their outreach does not often reach their true potential

Snapdeal with its huge database and reach could be the right partner to these dreamers through Snapshots – an online platform where they could reach a greater audience as well as sell their products

To register on SD, the entrepreneurs need to sign in at a nominal fee. Until a specific business size is achieved, they don’t pay anything else!

Rs. 1.1 Lacs

Number of Entrepreneurs Registering (say) 20

Annual Registration Fee (Rs) 5000

Revenue (Rs) 100,000

For total business transactions over Rs 50,000 a 2% commission will be charged by SD. Below 50k, free of cost

Businesses above Rs 50k (say) 5

Transactions worth above Rs 50k (say) 535000

SD Cut for transactions above Rs 50k (2%) 10,700

Assumptions:

• Client has to be an individual and offering self-made products/services. Nos. mentioned are on conservative side

• Distributor, dealer of big businesses not eligible

• SD not responsible for any sales. Only providing a platform for the entrepreneurs with a larger audience

• For any total sales above Rs 50k, SD will charge a 2% fee

• Cash on Delivery payment only

• Delivery would be the responsibility of the Entrepreneur. However, if they prefer, SD could arrange for deliveries at negotiated rates

SNAPDEAL • Encourage small businesses. This will enhance

Snapdeal’s reputation further as a brand that recognizes and encourages entrepreneurship

• Steady income source at a minimal cost

PARTNER • Higher audience base, greater outreach • Economical option with greater revenue potential • Prominent presence on a national platform • Can tie-up with SD for exclusive launches

SnapLead – E-linkage

What

How does it work?

Annual



Many enthusiasts/ entrepreneurs have their websites either for business or/and hobby. These websites range from blogs on travel or culinary to E-books to services. SD to provide a platform for higher traffic to these sites through SD

Many blog enthusiasts and entrepreneurs managing e-books sites, wedding photography etc. own their sites. However, these sites often do not have strong awareness and have to rely on social media or searches for traffic

Snapdeal with its huge database and reach could be the right partner to these websites through SnapLead – a link that could redirect higher traffic and a bigger audience

To get their website links on SD, the owner needs to sign in at a specific fee. The link gets visible under the SnapLead tab

Rs. 9 Lacs

SNAPDEAL • Encourage small businesses. This will enhance

Snapdeal’s reputation further as a brand that recognizes encourages entrepreneurship

• Steady income source at a minimal cost

PARTNER • Higher audience base, greater outreach • Economical option with greater revenue potential • Prominent presence on a national platform • Cost optimization on account of the CPR model

No. of Registrations 50

Cost to register (Rs) 10,000

Monthly fee (Rs) 500

Revenue 800,000

Assumptions:

• Client has to be an individual and offering self-made products/services/blogs.

• Numbers mentioned are on conservative side

• SD to charge basis ‘cost per redirect’ (CPR)

• Client to have a Credit Card facility, so that the amount could be deducted automatically

• Proposed CPR model considered as a part of package and need to be paid as per the terms & conditions

• Categories to be limited to a maximum of 10 to keep it clutter-free

CPR Model Cost Nos Revenue

Below 100 Redirects 0 10 0

100-150 Redirects 1000 17 17000

150-200 Redirects 1500 10 15000

200-500 Redirects 3000 6 18000

500-1000 Redirects 6000 5 30000

1000+ Redirects 10000 2 20000

TOTAL 50 100,000

SnapYear – Membership Card

What

How does it work?

Annual



Membership cards of different ranges (Gold, Diamond, Platinum) available for purchase at an annual fee. The holder gets additional discounts on online shopping from SD

Rs. 8.5 Cr

CARD TYPE REG. FEE (Rs) Discounts Range

Gold Card 500 5%-7.5%

Diamond Card 1000 7.5%-10%

Platinum Card 1500 10%-20%

The Membership Card is an exclusive offer for the heavy online shoppers

SNAPDEAL • Higher repeats • Higher loyalty • Consistent revenue source • Higher demands on categories

BUYER • Additional discounts on purchases • Beneficial for heavy buyers • Deals on Cards ensure more savings • Can choose plan as per buying habit

SELLER • Seller gains higher sales on

account of extra discounts • Gets repeats, higher traffic • Faster inventory movement

Assumptions:

• Transaction considered on a regular month, calculations considered on a conservative side

• Rates and amounts transacted are hypothetical and may vary in actual

• Discounts range to vary as per categories. For example a high value item like laptop might have 5% discount on a Gold Card, while a low value item like razors or personal care products could have a higher discount rate of 7.5%

Total Users 20000000

Heavy Users (1%) 200000

Users Opting for GC (25%) 50000

Users Opting for DC (15%) 30000

Users Opting for PC (10%) 20000

Revenue from GC, DC, PC Subscriptions 85,000,000

The above figures capture only the revenues generated from the Membership Cards sales. It does not include the costs/ spends

that would be incurred by SD on account of the discounts offered. Profit to be calculated by subtracting the discount costs

Loyalty Program

What

How does it work?

Annual Revenue



A loyalty program for both the buyers and sellers that encourages them to engage more frequently and transact more with SD. Programs vary for the sellers and the buyers

NA

SNAPDEAL • Higher repeats, incremental sales • Higher loyalty • Strong brand building exercise • Higher demands on categories

BUYER • Beneficial for heavy buyers • Get rewarded for more shopping • Quality assurance from the loyal

sellers (SD recognized)

SELLER • Higher repeats, higher traffic • Faster inventory movement,

especially during lean periods • Better deals (SD) more earnings

Customer Loyalty Program Seller Loyalty Program

Buyer gets increased discount % on

subsequent purchases at no additional costs

Seller signing for this program gets rewarded with special rates, but

they have to ensure min. sales quantity per month

Tentative Repeats

Addl. Discounts

1st Purchase on SD

0

2nd Purchase in 1 month

1.50%

4th Purchase in 1 month

5%

20th Purchase in 1 year

20%

SELLER COMPARISON

A B

Current Sales (Units)

50 75

Avg. Billing (Rs) 3000 500

Discount % on enrolment

5% 9%

Incremental Quantity (%)

20% 32%

Incremental Sales

10 24

Assumptions:

• This is aimed at generating more traffic on the SD site

• The sellers enrolled in the program are entitled to special SD discounts. However, they are to get the discounts on the incremental sales only

• The program is not directly linked to revenues but going to increase loyalty and repeat purchases which would consequently yield higher revenues for SD

The Loyalty Program is not directly linked to revenues but going to induce higher buying

pattern among the online shoppers. Key benefits: • Higher repeats • Higher brand recall & TOM* • Higher loyalty. Select users could be

made Brand Advocates

Brand Advocates

What Use the wide user base as a platform to extend further through referral and advocacy programs. The advocates get rewarded for their trust in SD, while SD acquires new customers and gets more footfalls

How does it work?

Annual Revenue



Rs. 15 Cr

User opts as Brand Advocate. S/he gets 3 new

users registered on SDC

The new users register on SD. Makes online purchase on SD

BA gets 5% worth voucher on cumulative purchase value of 3 transactions

SNAPDEAL • Higher loyalty from the BAs • Increased customer base • More transactions, high awareness • Low acquisition cost

BUYER • BAs earn more (save more) by

simply referring • New users get introduced to the

world of SD – convenient shopping

SELLER • Greater footfall & higher

potential sales higher revenues

• No cost burden on the sellers

Assumptions:

• BA to get the cumulative value of the 3 purchases that his referred buyers buy online from SD

• The value that the BA gets will be in form of discounts that would be applicable over and above the existing discounts

• 0.5% of registered users volunteer to be BAs, out of which 10% become successful

• The new customers make 5 purchases in a year of Rs 1000 average transaction price

Registered Users 20000000

Users opting to be BAs (0.5%) 100000

Successful BAs (10%) 10000

New Customers Acquired 30000

Estd. Value of Transactions made by New Customers 15 Cr

Payouts needed to be paid to the BAs 45 L

SD Profits (Assuming SD gets 10% margin) 1.05 Cr

SNAPROMINENCE

What It is a mix of offers for sellers who could opt for the program and in return get higher visibility, awareness, traffic redirects during bonanza deals, get preferential spaces for ads, more redirects and exclusive partnerships with SD

How does it work? &

Assumption

Annual Revenue Potential


Rs. 27 Cr

SNAPDEAL • Constant monetization & revenue. Use for push during lean periods • High brand awareness; Stronger alliance with the partners • No significant overhead costs, Alter revenue by flexi-rates • More relevant partnership with large firms

SELLER • Prominence on SD page, higher product communicn • More redirects to their business • More relevant buyers, access to higher database • CPR would help cut down costs

A multi-prong tie-up strategy that offers the participants best access/ placement on the SD site during bonanza deals, better

ad spaces, more redirects from contextual ads and exclusive partnerships

AD CATEGORY Annual Freq. Rate Revenue

Main Page Ad on Sales Day 10 250000 2500000

Main Page Ad on regular day 312 100000 31200000

Top Strip Ad ( twice a day) 624 20000 12480000

Left Side Top Ad (twice a day) 624 15000 9360000

Left Side Bottom Ad (twice a day) 624 10000 6240000

Right Side Top Ad (twice a day) 624 20000 12480000

Rt Side Bottom Ad (twice a day) 624 12000 7488000

Category Ad - Main (twice a day) 624 50000 31200000

Cat. Ad - Rt Side ( twice a day) 624 8000 4992000

REVENUES FROM ADS

117,940,000

Assumptions:

• Figures for ad revenues are conservative estimates • Enrolment charge for redirects are indicative,

considered 4 inventories in calculations. Lean day redirects: 15 days pm

• For bonanza calculations, sales for each category considered selling 1000 units initially. Freq: Qrtrly

REDIRECTS 0-50 50-100 100-200 200-500 500+

On Sales Day 50000 10000 25000 30000 50000

Lean Day 15000 7500 12000 17500 25000

Max earning on Sales Day: 16L Max earning on Lean Day: 2.88 Cr Total Potential Earnings: 3.04 Cr Earnings from Exclusive Partnerships (6/yr): 3 Cr

CATEGORY Incr. Sales Incr. Vol. Avg Price Incr. Rev.

Mobile & Tablets 50% 500 10000 5000000

Comp, Ltop & Gaming 25% 250 25000 6250000

TVs, Appliances & Cam 17% 170 20000 3400000

Home & Living 15% 150 2000 300000

Women's Fashion 45% 450 2000 900000

Men's Fashion 45% 450 1800 810000

Toys, Kids & Babies 20% 200 1500 300000

Jewelry & Gold Coins 15% 150 3500 525000

Sports, Hlth, Gourmet 12% 120 1000 120000

Travel, Hobbies, E-lrn 10% 100 700 70000

Automotive & Aptts. 10% 100 50000 5000000

TOTAL EARNINGS PER BONANZA (4 times ina year) 22,675,000

TOTAL REVENUE 90,700,000

Business Channel Partnering

What Snapdeal tie-up with a large FMCG co. Synthesis in the brand communication where both partners share the costs and engage relevant institutions through meaningful corporate responsibility projects

How does it work?

Annual



Rs. 74 Lacs

SNAPDEAL • Strong ties with big corporate

better deals, steady money • Shared costs and wider reach • Presence at different channels • Enhanced corporate image

PARTNER • Share ad costs with SD and reach

wider target. Corporate Image • Get higher traffic to their products

on SD, better deals on SD site • Steady business, Repeats

SELLER/ END CONSUMER • Seller gets steady business • Buyer gets better deals

Assumptions: (Calc. assumption in footnote)

• Both partners share the institution activation costs equally

• The institutions activated are schools, colleges, hospitals, factories, HoReCa channels etc.

• The revenue figures are given as an absolute, as an illustration only. The costs incurred have not been included in the scope of the ppt.

• The initiatives have been kept limited to 1 partnership only & could be increased

SD forges an alliance with HUL for their personal care products worth 65 lacs for an entire year (sanitizer, hand wash, sanitary

napkins – Kimberly Clark). Items to be sold online at special rates SD to give preferential ad rates to HUL. HUL mentions SD in ads

In collaborative events, SD & HUL share the costs

SD & HUL to jointly campaign at schools, colleges, hospitals, clubs,

restaurants, pubs about cleanliness & need for hygiene & female care. Provide

co-branded products at the channels

HUL Monetization Amount (Rs) 6,500,000

VALUE OF ITEM SOLD Hand Wash Sanitizer Napkins Others

Sales at School 720000* 288000 360000 240000

Sales at College 360000 288000 90000 120000

Sales at Factories 720000 0 0 0

Sales at HoReCa 864000 1080000 0 720000

TOTAL ANNUAL SALES 5850000

SD Margins (say, 15%) 877,500

TOTAL SD REVENUES 7,377,500

Snapdeal Yellow Pages

What Snapdeal Yellow Pages akin to the original yellow pages. It will list all the existing sellers category-wise that could be brought by vendors/ procurement teams of organizations, either as hard copy or soft copy

How does it work?

Annual



Snapdeal is the largest online marketplace and has over 50000 listed sellers on the site. Yellow Pages is going to be a comprehensive listing of all the sellers – a one stop search solution, category wise and location wise

Invites will be sent to the sellers for sponsorships for their business(es). Different rates to be charged for the position of the ads

The Yellow Pages could be purchased online through Snapdeal website by interested parties (mainly vendors, procurement teams) in either hard copies or CDs – rates will vary

Ad Position Rate Quantity Revenue

Back Cover 25000 1 25000

Full Page 12500 10 125000

Half Page 8500 20 170000

Quarter Page 5000 30 150000

Box Ads 1000 75 75000

Inside Glossy Page 16000 6 96000

Bookmark 10000 2 20000

Sponsorship 50000 1 50000

TOTAL 711,000

Type of Yellowpage

Units Sold

Revenue

Hard copy (Rs 200)

100 20000

Soft Copy (Rs 100)

300 30000

TOTAL 50,000 Rs. 7.6 Lacs

Assumptions:

• The Yellow Pages is an annual feature

• Differential rate for hard copy v/s soft copy since perceived value of the former is higher

• Conservative estimate for the nos. have been taken, could be modified after closer assessment of the trend

• A seller in multi-business category would be enlisted multiple times category-wise

SNAPDEAL • Increase brand awareness among the commercial

teams that have not interacted with SD before • Revenue generation. Acknowledgement to sellers • Unique directory of all businesses – be the 1st in class

SELLER • Larger customer base • Different rates options suiting to a business’ spending

capability and preference • Get focus on own business at a nominal rate

How E-commerce Companies Garner Monetisation

Business

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