hec certification digital innovation for business : e-commerce challenge - présentation finale voir...
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Présentation finale de notre projet Voir & Revoir. Le projet s'inscrit dans le cadre du challenge e-commerce de la Certification Digital Innovation for Business à HEC ParisTRANSCRIPT
Voir Et Revoir
« Your branded spectacles guaranteed against theft and breakage »
� Branded eyeglasses
� With an all inclusive warranty
� At a competitive price
We want to become the online reference to buy and protect designer glasses
Designer glasses with an all inclusive warranty
We have 3 main types of customers
10 Million 60%
3 years 90% 60%
15 Million 70%
4 years 60% 20%
3 Million 60%
1 year 90% 70%
4.8 M€ annual potential Turnover
Population Wear glasses Renewal every
Total 1M 0,3M 1,1M
Market share (goal: 1%) 24 000 annual customers
Emilie the mother of 2
Jacques the over insured senior
Alexandre The clumsy guy
Sources: Insee ; Xerfi ; Fevad ; based on an average basket of 200€
Want warranty eShopper
We sell high end service at mid range prices
Bad service Good service
High price
Low price
There is no similar warranty at our price level in the market
No warranty
Complete warranty
(loss/break)
Low price
High price
The local optician
We are your bodyguard: a unique protection to see clearly, whatever the circumstances
31 2
§ All glasses include our free warranty
§ We guarantee the fastest and most complete protection service in the market
You have broken your glasses? Your glasses have been stolen? How will you see in the meantime?
A strong Business Model based on a well-thought warranty premium
Based on 10 customers buying 150€ spectacles… Financial impact
Purchase glasses with our warranty (100%)
Break or get their glasses stolen during Year 1 (20%) (1)
ü Additional margin per client (15%) = €22.5 / client
û Additional costs : ~55% of the price of 2 glasses = €16.5 / client
ü Balance per client = +6€ / client
The additional margin enables a comfortable Burning Cost Ratio (losses/premium paid) of ~75%
(1): Based on a survey conducted with 50 potential consumers
� Other competitors offer a warranty service in case of lost/broken glasses, but often outsource it
As insurance is not our core business, we plan to partner with a specialist
has an agreement with
� We are currently in talks with potential partners
Exemple
Deep dive into our Customer Experience
An acquisition strategy that relies on recommendation
A pre launch event to generate traffic and buzz:
@ Online competitive game on FB, the prize: a ten year warranty on prescription eyeglasses
How to generate traffic in the long run
@ Through recommendations, to foster trust
@ Improve referencing through our content policy @ Educate people with quality content and regular
publications
@ Re-written URL to improve referencing by Google
Customer loyalty is key for repeat buys and recommendation:
@ Very targeted personalized mails 3 times a year: before spring, before winter and at the anniversary date of the last purchase
@ A loyalty card, earning points for each purchase and each sponsored customer
We want to be perceived as trustworthy and reliable
What we plan to do in the coming months
� Focus on high end brands
� Develop a set of KPI to monitor and display our performance as a marketing tool (satisfaction %, etc)
� Keep organising promotional events (several every year)
Why should you choose us?
1. Because we offer an unheard of warranty
2. Because we are much cheaper than our direct competitors
3. Because it is a sound Business Model
Thank you for your time
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