Kaboodle case study

Prepared by Anna Sandgren

March 2011

Business Model

Target Customers Revenue Stream Value Proposition Activities

Consumers

(No direct revenue stream; though they are the key to revenue from Business Partners)

• Easy online shopping

• Enhanced online shopping

• Easy access to product information through tools and features.

• Faster shopping decisions

Business Customers/Partners

• Online advertising

• Commissions from sales

• Premium services

• Shared revenue with partners

• Brand awareness• Sales

opportunities

• Assistance and programs to help build brand awareness

Target Growth

To set a realistic goal for growth look at criteria such as:

The Social E-commerce Industry

Recommendations

a) Where and how to identify target audiences

• Conduct research in order to understand target group and their needs.

• Bring content to where women spend their time and make them aware of Kaboodle.

• Women can be found online and offline.

• Show solutions.

b) Reach and Loyalty – Social Media

• Use other social networking sites to attract women to Kaboodle.

• Use landning sites with relevant content to the target group.

• Syndicate social networking sites to leverage content and members’ usage.

b) Reach and Loyalty Social Media - cont’d

Keep users loyal by:• Fresh and relevant content.• Interaction with brands through content, lists, deals and discounts, reviews etc.

• Great customer service.• Interaction via rewards,

giveaways, polls, VIP status, feedback from other users etc.

• Use Facebook Open Graph to give recommendations based on user history.

c) Actions in the first 2-3 months

1. Understand the target group through research.

2. Understand the competitive offerings and capitalize on weaknesses.

3. Make potential users aware of Kaboodle.

4. Monitor and analyze. Learn what works and what doesn’t.

5. Be visible in media.

6. SEO for better organic search results.

7. SEM through Facebook Ads and Google Adwords.

8. Content and promotions for new members.

d) Measuring Success and Marketing Efficiency

Measuring Success

Look at:• Increase in membership.• Are new members using the product?• Do partners benefit?• Are objectives and goals met?• Positive ROI?

Marketing Efficiency• Learn from target group.• Learn from what works/what does not work.

Thank You!