ricardo.

ch

autoricardo.ch

ricardoshops.ch

ricardolino.ch

Discussion on:
C2C vs B2C how to combine the
two on a marketplace platform, how
to cooperate with classified
business in the country / in the
group
Yves Maeder
September 19th, Berlin

19.09.2013

Agenda

Basic believes & intro ricardo.ch

Discussion points

Brand
Format & Pricing
Activities to grow B2C and maintain C2C

|2

9/19/2013

Basic believes ricardo.ch

Free classifieds is a very disruptive format (free, simple), that

monetizes a lot less than transaction (<1/3 rev/eyeball)
C2C@marketplace is not 100% defendable against free
classifieds (e.g. leboncoin.fr)
Growth strategy:
Grow B2C faster than the C2C decline
Protect C2C (dont give it up, the C2C core is very valuable)
through

19.09.2013

Simplicity (make it as simple as classifieds)

Trust (e.g. offer buyer protection)
Convenience (easy registration & listing process, check out)
Combination with B2C (increases stickiness)

|3

ricardo Group Switzerland

Structure

General Free Classifieds

(C2C)

Auctioning/Marketplace
(C2C & b2C)

Cars & Bikes Classifieds

(C2C & B2C)

Marketplace for Top-TierOnline-Shops (B2C)

Monhtly Traffic Figures*

Unique Visitors: 252k
Page Views:
3m
(CH): #127

Monhtly Traffic Figures*

Unique Visitors: 894k
Page Views:
76m
(CH): #7

Monhtly Traffic Figures*

Unique Visitors: 226k
Page Views:
9m
(CH): #7

Monhtly Traffic Figures*

Unique Visitors: 159k
Page Views:
2m
(CH): #7

Current #2 in ..

Current #1 in ..

Current #2 in ..

Restructuring Phase

Proposition
Conveniently buy and sell
used goods and services
from people like and near
you.

Proposition
Trade on the largest Swiss
marketplace for unique
products from private
(C2C) and SMBs (b2C).

Proposition
We empower users to
make educated decisions
when dealing with cars
and bikes on the largest
C2C-platform in vehicles.

Proposition
Buy from the largest
selection of new branded
products from professional
brands and renowned
retailers (B2C).

Unaided brand awareness

of 40% 3 month after
launch.

Annual GMV of CHF

~700m over 2m
registered members.

Only vehicles platform

offering auction-format.

Transferring the ricardobrand into B2C.

*Source: ComScore MyMetrix Switzerland 3-Month-Average as of February 2013; Local Alexa-rank as of April 4th 2013 (www.alexa.com)

19.09.2013

|4

Agenda

Basic believes & intro ricardo.ch

Discussion points

Brand
Format & Pricing
Activities to grow B2C and maintain C2C

|5

9/19/2013

Umbrella brand strategy in

Switzerland

brand power transfer from

household brand
ricardo.ch (trust,
Swissness)
Share user base
19.09.2013

explaining the difference

ricardolino.ch vs
ricardo.ch to our users

|6

Discussion:
Brand
Whats the experience in terms of brand
closeness in other markets?
What are the pros and cons from your
experience?
Is the brand a critical part of the winning formula?

19.09.2013

|7

Agenda

Basic believes & intro ricardo.ch

Discussion points

Brand
Format & Pricing
Activities to grow B2C and maintain C2C

|8

9/19/2013

We feel the impact from C2C trade

migrating to free classifieds (incl. our own)

19.09.2013

|9

C2C is still the dominant seller

segment on ricardo.ch

19.09.2013

| 10

Strategic priorities ricardo.ch FY2014

Double GMV
from B2C
sellers yearend

Stable GMV
from private
sellers

Become fresh,
easier to use
and modern

Improve the
relevance of
the result set

Be the leading
mobile player
in CH

Abacus - major product release on Aug 20th,

addressing 4/5 of our strategic priorities
19.09.2013

| 11

Abacus was a complex release to

significantly improve marketplace health
Abacus (incl. solr search) feature set
Improved Buyer
experience
More relevant
search
Decluttered buying
experience
More selection
(esp. B2C)

New search engine core & auto

New design search result page
New back loaded pricing on core and auto
Free Gallery picture, free subtitle, free listing of
private cars & auctions with startprice 1.New sell-your-item form on core and auto
Integration of external ads on auto
New dynamically priced exposure feature on
core
New SaaS seller tool (ricardo assistant)
Free live chat in CS

Improved Seller
experience
Success based fees
Easy listing tools
New promotion
feature
New bulk listing
packages

Objectives
Improved selection
Improved conversion
Drive sales volume (not a price hike)
9/19/2013

| 12

Discussion:
Pricing & Format
Do you differentiate pricing for B2C sellers and
C2C sellers?
How to attract long-tail inventory from B2C
sellers (e.g. through a special format with longer
duration?)
How do you segment between B2C and C2C
sellers?

19.09.2013

| 13

Agenda

Basic believes & intro ricardo.ch

Discussion points

Brand
Format & Pricing
Activities to grow B2C and maintain C2C

| 14

9/19/2013

Grow B2Cfirst steps done, still a

huge potential ahead of us

New online tool for

Improved API, making Premium Listing
frequent listing
it easier to connect
Packages with up to
Replacing old offline
directly to our platform
94% discount on
tool that was hindering
insertion fee
Including a discussion
our top sellers to list
forum to share
Sold 1201 packages
more
development ideas /
for CHF 64328 (excl.
Share at 20% of newly
status
VAT)
posted articles via
APIv2.0
(Aug 21st Sep 17th)
19.09.2013

| 15

Maintain C2C decrease hurdles for

casual sellers to sell on ricardo.ch

New Sell-your-item form

Increased conversion by
16% points (according to
GA)
19.09.2013

Auctions with start price

< CHF 1 for free
+15% more listings with
startprice < CHF 1
(Aug 21st Sep 17th)
| 16

Discussion:
Grow B2C & maintain C2C
What kind of activities have proven to be most
efficient in your market to grow B2C?
How do you compete against (free) horizontal
classifieds?

19.09.2013

| 17

Basic believes ricardo.ch

Free classifieds is a very disruptive format (free, simple), that

monetizes a lot less than transaction (<1/3 rev/eyeball)
C2C@marketplace is not 100% defendable against free
classifieds (e.g. leboncoin.fr)
Growth strategy:
Grow B2C faster than the C2C decline
Protect C2C (dont give it up, the C2C core is very valuable)

19.09.2013

Simplicity (make it as simple as classifieds)

Trust (e.g. offer buyer protection)
Convenience (easy registration & listing process, check out)
Combination with B2C (increases stickiness)

| 18

Back-up

19.09.2013

| 19

Background info:
New Articles per category
SWITZERLAND
Core
Antiquitten & Kunst
Audio, TV & Video
Briefmarken
Bcher & Comics
Bro & Gewerbe
Computer & Netzwerk
Ferien & Reisen
Filme & DVD
Foto & Optik
Games & Spielkonsolen
Handwerk & Garten
Handy, Festnetz, Funk
Haushalt & Wohnen
Kind & Baby
Kleidung & Accessoires
Kosmetik & Pflege
Modellbau & Hobby
Mnzen
Musik & Musikinstrumente
Sammeln & Seltenes
Spielzeug & Basteln
Sports
Tickets & Gutscheine
Tierzubehr
Uhren & Schmuck
Wein & Genuss
Grand Total

2'507'105
2'507'105
97'101
54'262
125'327
85'355
55'913
85'612
1'444
73'261
33'309
67'389
94'717
101'696
243'415
163'165
277'488
38'529
78'687
63'550
97'192
233'553
131'805
141'888
48'637
20'856
74'098
18'856
2'507'105

854'160
854'160
12'764
23'752
29'574
2'977
39'365
57'578
107
1'695
26'735
12'852
108'723
107'923
111'610
22'450
40'061
28'717
17'965
6'078
22'130
20'904
16'747
66'637
2'933
34'091
33'508
6'284
854'160

3'361'265
3'361'265
109'865
78'014
154'901
88'332
95'278
143'190
1'551
74'956
60'044
80'241
203'440
209'619
355'025
185'615
317'549
67'246
96'652
69'628
119'322
254'457
148'552
208'525
51'570
54'947
107'606
25'140
3'361'265

B2C

C2C
-11.5%
0.3%
-30.4%
-1.8%
-16.7%
-4.4%
-14.9%
-23.8%
-13.5%
-23.6%
-27.0%
-6.4%
-34.2%
-4.9%
-10.4%
-12.3%
-6.3%
-11.0%
-3.3%
-20.6%
-7.8%
-3.1%
2.3%
-1.7%
-14.9%
-21.6%
-16.9%
-11.5%

TOTAL
-11.9%
-11.6%
1.7%
1'807
14.0%
-14.7%
-26.3% -27'835
5.9%
-0.4%
-640
4.1%
-16.1% -17'010
2.0%
1'837
12.6%
-26.6%
-20.0% -35'776
-17.1%
-23.4%
-473
-84.3%
-21.5% -20'532
-1.2%
-15.0% -10'588
-24.2%
-26.6% -29'068
16.5%
4.6%
8'971
-16.8%
-26.2% -74'571
22.7%
2.4%
8'193
-47.9%
-17.6% -39'670
-10.7% -38'224
1.8%
-7.3%
-6.7%
-4'823
-2.1%
-9.5% -10'114
-11.5%
-4.1%
-2'958
-21.4% -32'483
-24.8%
-72.2%
-22.5% -73'976
-33.8%
-7.9% -12'717
5.4% 10'769
12.8%
21.2%
-0.6%
-321
-16.0%
-15.6% -10'133
-14.2%
-19.5% -25'992
-16.4%
-4'945
-15.0%
-11.9%
-11.6% -441'272

-> Where do the articles go to?

19.09.2013

| 20

Some of them are migrating to

ricardolino.ch
SWITZERLAND
Core
Antiquitten & Kunst
Audio, TV & Video
Briefmarken
Bcher & Comics
Bro & Gewerbe
Computer & Netzwerk
Ferien & Reisen
Filme & DVD
Foto & Optik
Games & Spielkonsolen
Handwerk & Garten
Handy, Festnetz, Funk
Haushalt & Wohnen
Kind & Baby
Kleidung & Accessoires
Kosmetik & Pflege
Modellbau & Hobby
Mnzen
Musik & Musikinstrumente
Sammeln & Seltenes
Spielzeug & Basteln
Sports
Tickets & Gutscheine
Tierzubehr
Uhren & Schmuck
Wein & Genuss
Grand Total

TOTAL
-11.6%
1.7%
1'807
-26.3% -27'835
-0.4%
-640
-16.1% -17'010
2.0%
1'837
-20.0% -35'776
-23.4%
-473
-21.5% -20'532
-15.0% -10'588
-26.6% -29'068
4.6%
8'971
-26.2% -74'571
2.4%
8'193
-17.6% -39'670
-10.7% -38'224
-6.7%
-4'823
-9.5% -10'114
-4.1%
-2'958
-21.4% -32'483
-22.5% -73'976
-7.9% -12'717
5.4% 10'769
-0.6%
-321
-15.6% -10'133
-19.5% -25'992
-16.4%
-4'945
-11.6% -441'272

Row Labels
root
Baby & Kind
Basteln & Modellbau
Bcher
Elektronik
Garten & Handwerk
Haushalt & Wohnen
Immobilien
Jobs & Stellen
Mobilitt
Mode & Beauty
Musik, Film & Games
Sammeln & Antikes
Services
Sport & Outdoor
Tiere
Grand Total

Listed Ads
445'773
44'062
7'840
16'550
39'012
15'096
80'911
13'272
9'326
72'515
53'152
27'359
18'634
4'839
18'617
24'588
445'773

Listed articles on ricardolino.ch (KW14-KW33)

70% of ricardo users that used ricardolino (registered with ricardo.ch account on ricardolino) also came back
to ricardo.ch (still active).
19.09.2013

| 21