Brilliant Digital Academy proudly present

DIGITAL TALK Round 1

Unbeatable
Growth Hacking
Strategy
March 7th, 2016 @theVENUE
18 Office Park 15th floor, TB Simatupang
Jakarta

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Say what?
CEO of Qualaroo. Previous roles include first marketer at Dropbox, Lookout, Xobni,
LogMeIn (IPO), and Uproar (IPO). Also interim marketing exec roles at Eventbrite,
Socialcast, and Webs.
Growth Hacking Story that
created a legend
• Hotmail “P.S I Love You” in 1996
in case you don’t know the legend …
In 1996, Hotmail added one simple line to the
bottom of all their users pages:

P.S. I Love you. Get your FREE Email at HOTMAIL

What does it mean?

Every email that Hotmail’s users sent would be an
advertisement for the product.
Now that’s a legend!
• Hotmail first launched on July 1996
• Hotmail reached 1 million members within six months.
• By December 1997, with nearly 12 million users, Hotmail
was sold to Microsoft for $400 million

12 million

1 million
What makes growth?
growth
Growth Hacking

Conventional

time
Startups do it through Corporate do it through
ENGINEERING CAPITAL
Profitability
Growth Hacking
Profit

Conventional

time
What’s the objective of doing this?
Data/Product

Users

Growth

Enterprise Value
 Well … that’s marketing for GOD Sake!
Imagine (just imagine), your company would like to launch a product
and hey … this is your marketing budget!
You’ve been asked to divide it into various pockets …
Your typical responses would be …
• Press releases
• PR firms
• #1 ad agency in town
• Huge billboard
• (you name it)
• (you name it)
• (you name it)
• (you name it)
• (you name it)
• (you name it)
…and this is how a Growth Hacker
response …

• NO Press releases
• NO PR firms
• NO #1 ad agency
in town
• NO Huge billboard
• NO NOTHING!

Source: “10 Classic Growth Hacks: Hints at the Future of Marketing” by Ryan Holiday
Source: “10 Classic Growth Hacks: Hints at the Future of Marketing” by Ryan Holiday
Well said, but I still don’t get it!
Traditional Future of
Marketing Marketing
Do: Do:

MASS MEDIA USERS

AWARENESS EXPERIENCE

CUSTOMERS
Why call it hack?
A
SYSTEM STATUS:
I
D HACKED
A
Who believe that kind of joke?

companies that had barely existed a few years ago,

Now worth billions and billions of dollars.
Growth Hacking?
Easy. I’m gonna
make them a
product
they can’t
REFUSE.
Sesi 2: Case Study (Rade)
 Rade
Tampubolon
Studied
Graphic Design

10 years work exp.

Marketing > Brand Management > Digital Marketing

Founder of
 SociaBuzz is a self-service online marketplace to help
Advertisers connect with Social Media Influencers
to create word-of-mouth marketing campaigns

ADVERTISER
CASE STUDIES
@KURANGASEM
The candy brand @KurangAsem got +18.000 followers
in less than 5 months
with no additional marketing budget
 How?

 Kurang Asem was doing truck

branding
 We put an additional call-to-action
message on it
 People who sees the branding can
get a surprise gift if they do a tweet

The
Gift
Truck
Branding
 People are
tweeting about it
every single day
 …and also
tweeting
pictures of it
 The benefits that we get

 An insight that people are actually looking at the truck branding.

Before, we can’t really measure the awareness of the branding.

 Free promotion of the newly launched Kurang Asem HOT Rujak

candy.

 Free promotion of @KurangAsem twitter account.

 +1.500 daily impressions (free)

 +225.000 total impressions in 5 months (free)

@PANTUNGOMBAL
 The twitter account @PantunGombal grow +164.000 followers
in a short period of time and sold for IDR 65.000.000
Buyer changed the name, and @PantunGombal grow again from 0 to +280.000 followers
 How?

 Cross-promotion (salprom = saling promosi) with other twitter

accounts with large followings every single day

 Let all creative “pantuners” to be a contributor and give them access

to tweet on the @PantunGombal account

SOCIABUZZ
Get more Twitter Influencers to join SociaBuzz

 Everytime a new Twitter

Influencer join SociaBuzz, to
make sure their account is
connected to our system, they will
post a tweet

 By doing so, we hope that their

friends/followers would be
aware and curious to find out
and join SociaBuzz as well
Sesi 3: Case Study ZALORA (Frans)
 TRADITIONAL VS DIGITAL
MARKETING
- CUSTOMER LIFETIME VALUE > COST PER ACQUISITION

COST PER ACQUISITION (CPA) = ACQUISITION COST (CPC) +

ACTIVATION COST (2A’s)

4R’s = Revenue + Referral + Retention + Resurrection

- CUSTOMER VALUE = PERCEIVED VALUE

PERCEIVED RISK

HACKING GROWTH & COHORT ANALYSIS

W H E R E asWpart
ZALORA E WofORocket
RK Internet’s
Global Fashion Group (GFG)

GFG addresses a fashion market of over 330 billion euros, targeting

a population of 2.5 billion 200m+
€75bn
4.2%

50m+
€23bn 570m+
0.1% €62bn
3.1%
420m+ 1,240m+
€131bn €42bn
1.4% 0.6%

Argentina ᆞ Australia ᆞ Bahrain ᆞ Brazil ᆞ Chile ᆞ Colombia ᆞ India ᆞ Indonesia ᆞ Kazakhstan ᆞ Kuwait
ᆞ Malaysia ᆞ Mexico ᆞ New Zealand ᆞ Oman ᆞ Philippines ᆞ Qatar ᆞ Russia ᆞ Saudi Arabia ᆞ Singapore
ᆞ Thailand ᆞ UAE ᆞ Ukraine ᆞ Vietnam
Our Customer

Zalora Growing Up… And Up.. And Up

ZALORA is Southeast Asia’s largest online
fashion retailer. Since our founding three
years ago, we have been growing with the
speed of light, have raised several hundred
million dollars of funding and have built a
company employing close to three thousand
people across Southeast Asia.

Today, ZALORA is a leading e-commerce

company in all of our target markets:
Singapore, Indonesia, Malaysia, Brunei, the
Philippines, Thailand, Vietnam, Hong Kong,
Australia and New Zealand.
Who We Are
Who We Are
ZALORA Group

Where we are
• SINGAPORE
• HONG KONG
• MALAYSIA + BRUNEI
• INDONESIA
• PHILIPPINES
• VIETNAM
• THAILAND
• AUSTRALIA*
• NEW ZEALAND*
#1 COUNTRY IN TERMS OF GROWTH
#1 COUNTRY IN TERMS OF SIZE
* The Iconic
#1 COUNTRY IN TERMS OF PEOPLE
#1 COUNTRY IN TERMS OF CULTURE
43
800+ Brands on Zalora, 95% Sourced
Locally

Source: Company Information

 ZALORA Group

Zalora is the leading online fashion platform in Southeast Asia

Fashion
market of • 7 DCs in the region
€62 bn CATEGORIES: allowing quick order
apparel, fulfillment and same
DISTRIBUTION day delivery
footwear, CENTER
accessories,
beauty, jewelry
• Next day delivery in
Population
metro areas
of 570M
• 3 hours delivery in
selected cities
D E L I V E RY
• Own fleet to control last
mile
1000+ brands
Online sold
fashion • Captive local customer
pentration service teams in most
of 3.1% markets to cater for
C U S TO M E R
SERVICE local needs
Our Value Proposition
Our Customer

We have a broad and loyal client base

• 70% Female / 30% Male

• 18-50 years old, with concentration
in 25-35 year-olds
• Spans full spectrum of income
levels, with concentration in middle
class
• Loves fashion, curated content, and
shopping online for the convenience
and the service
Our Brands

INTERNATIONAL BRANDS
 Sourced directly from principal/ brand owner
 Comparable (if not better) terms both on margin and payment
term to largest distributors in the market

LOCAL FAVOURITES &

 Top selling local brands in department stores
MUSLIM
 Typically consignment contracts with margin >35%
 Significant and growing presence of muslim-wear designer
brand

EXCLUSIVE BRANDS  Online availability exclusively on Zalora in Indonesia

 Sourced regionally by regional buying team – combined
buying power across Zalora ventures
 Mango and River Island to be online Q1 2014

PRIVATE LABEL  Regionally-sourced private label to combine buying power

across Zalora ventures
 High margins up to >65%
 Locally-sourced private label leveraging local manufacturing

48
ZALORA maintains #1 position as in
other SEA markets
Online fashion-related searches on Google Indonesia (Zalora vs other main fashion competitors)

But finally competition is coming – on 12.12. (national

ecommerce day) in 2012 we had 8 ecommerce partners –
how many do you think we had in 2014?
49
Healthy and diverse customer base
have been one of key drivers in
ZALORA’s success
Customers by location (%)
Sumatra Kalimantan Others Jakarta % shrinks from 41%
to 22% in 6 months
3.7x 3x

Jan Jul Jan Jul Jan Jul

Jakarta Java excl. Jakarta
70+% 3.7x

Jan Jul Jan Jul

Customers by gender (%) Customers by age group (%)

Male 43 Female 27%

21% 21% 19%
57 2%
11%

<15 16-20 21-25 26-30 31-35 >36

 We break and lead the market
with a new concept
“Department Store”
Founded in 2007 Founded in Feb 2012
Daily moslem wear boutique Department Store
24 Categories 122 Categories, 30,000 Products
Price range: 15,000-500,000 Price range: 100,000-7,000,000

Founded in Jan 2011 Founded in Mar 2012

Boutique for young females Boutique sourced from
33 Categories, 3,333 Products single manufacturer
Price range: 125,000-350,000 10 Categories, 497 Products
Price range: 25,000-200,000

Founded in Nov 2011 Founded in Nov 2011

Local brands boutique with
products from local brands
20 Categories, 520 Products
Price range: 100,000-2,000,000
Data as of June 2013
Affordable boutique
6 Categories, 337 Founded in Apr 2012
Products Branded boutique with
Price range: 19,000- curated editorial content
244,000 8 Categories, 228 Products
Price range: 100,000-
2.600,000
The biggest fashion online where
everyone can shop anytime and
anywhere
First LIVE on Feb 24, 2012, ZALORA.co.id brings fashion shopping anytime, anywhere:
At home, office, anywhere with internet access… …or when you are on the move
 We just migrated to the largest ecommerce WH in
Indonesia (possibly largest in SEA)
• 15 000 sqm distributed across 3 floors
• More scalable inbound and outbound
• More reliable inventory mgmt

53
Marketing Initiatives

We are experts in engaging new and existing customers through

multiple channels in all of our markets
Website Social Media
200,000+ visits per day to
• Over 1,000,000
zalora.co.id • Over 27,000
followers

Online
In-house SEM, SEO,
display and affiliate

TV Chat apps CRM

Magazine • 1,000,000+
TV spots • Kakaotalk:
380’000+ followers Total circulation of subscribers
across major
• Line shopping: 6M copies per year • 6 newsletters per wee
networks Blasts reaching 2.5
mio+ followers
Bloggers
Mobile Increasing Partnerships with key
importance of fashion bloggers
mobile sales
Customer Experience – Case Studies

55
Size fitting tool
Cash on Delivery

• Trust is extremely
important to Indonesian
consumers
• Cash on delivery is the way
to win this trust
• Safe and hassle-free
• Currently available in 115
cities
• Increasing coverage in
cooperation with 3rd party
logistics providers
24/7 live chat
 Indosat Fashion Big Bang
Delivering an outstanding customer experience, even in extreme
situations.
CRM - Newsletter
• Customized newsletter frequency
• Segment specific newsletters
(e.g. Muslim wear campaign, reactivation
campaigns)
• Birthday deals, abandoned cart reminders