international public markets conference...• 86k followers on instagram • 51k followers on...
TRANSCRIPT
![Page 1: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/1.jpg)
International Public Markets Conference
Markets & Tech
![Page 2: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/2.jpg)
• Brief history of KERB
• What KERB does with technology
• What do we get offered
• What do I think works, and what doesn’t
Contents
![Page 3: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/3.jpg)
Brief History of KERB
![Page 4: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/4.jpg)
![Page 5: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/5.jpg)
![Page 6: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/6.jpg)
![Page 7: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/7.jpg)
![Page 8: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/8.jpg)
![Page 9: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/9.jpg)
Making Cities Taste Better
Tagline 1.0
Making London Taste Better
Tagline 2.0
![Page 10: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/10.jpg)
Incubating and accelerating London street food businesses
Tagline 3.0
![Page 11: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/11.jpg)
KERB’s Ecosystem
![Page 12: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/12.jpg)
Hatching
HOW TO START A STREET FOOD BUSINESS
WORKSHOP
1 SERVICE
C O M P O N E N T S N E E D E D :
2 LOGISTICS
3 BRANDING
4 IDEAS
5 FLAVOUR
6 VISION
7 FLEXIBILITY
8 CHEF
9 MAGIC
![Page 13: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/13.jpg)
Incubating
![Page 14: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/14.jpg)
Accelerating
![Page 15: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/15.jpg)
![Page 16: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/16.jpg)
![Page 17: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/17.jpg)
Taking Flight
![Page 18: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/18.jpg)
Brief stats on KERB
• 5 lunch time markets
• Growing events business
• Seven Dials Market to open this September
• 100+ members
• 2018 - £15m spent at our markets & events
• Team of 30, hiring right now!
• Social media reach:
• 86k followers on Instagram
• 51k followers on Twitter
![Page 19: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/19.jpg)
Who am I?
• Joined in 2012
• Started off as a market manager
• Always obsessed with stats and technology
• Now Head of Development at KERB
• Also I’m a millennial
![Page 20: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/20.jpg)
What does KERB do with technology?
![Page 21: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/21.jpg)
We collect sales data from all our markets and events:
• We have £22m worth of sales data broken down by:
• Location
• Business
• Cuisine
• Time of Year
• We use this to inform any of the decisions we make about markets
• Not revolutionary in the F&B industry but do all markets do this?
KERB’s TechSales
![Page 22: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/22.jpg)
We use technology as much as possible to do admin:
• We use an app called Deputy to rota our markets
• We use Airtable to organise everything
• We use Slack to communicate internally, and to our traders
• All trader applications come in via all of this
KERB’s TechOperations
![Page 23: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/23.jpg)
If you’re still on spreadsheets, it’s a waste of your time!
If you’re not on spreadsheets, I don’t know how you do it.
![Page 24: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/24.jpg)
How we market ourselves:
• Focus on small, independent businesses
• NOT food porn
• Speak directly to customers, and create an informal community around KERB on Slack
• We really see this as a massive opportunity, changing a customer to a collaborator
• Use our opportunity as we’re still small to act small
KERB’s TechMarketing
![Page 25: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/25.jpg)
![Page 26: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/26.jpg)
What do we get offered?
![Page 27: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/27.jpg)
These are a few of the categories that we get offered by tech platforms:
• Loyalty
• Discounting
• Discovery
• Supplier Purchasing for Traders
• Delivery
• Food Waste Redistribution
• Cashless
Tech ApproachesSummary
![Page 28: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/28.jpg)
These are a few of the categories that we get offered by tech platforms:
• Loyalty
• Discounting
• Discovery
• Supplier Purchasing for Traders
• Delivery
• Food Waste Redistribution
• Cashless
Tech ApproachesSummary
![Page 29: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/29.jpg)
Why didn’t these work?
Caveat: They still might, and also it’s just my opinion
![Page 30: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/30.jpg)
Loyalty
• There aren’t any compelling offers on the market that are better than people just offering a stamped card.
• People aren’t that loyal, if they are the staff should probably just notice it…
• It’s a hassle
• You have to sign up, give your details, scan a QR code, etc etc.
• One bright spot - CARD LINKING <— do this well and you’d make a genuinely useful loyalty app.
Tech ApproachesWhy didn’t these work?
![Page 31: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/31.jpg)
Discounting
• Examples for this are Mealpal (which to be fair might work)
• Even lower margins on food where the margins are tight anyway!
Tech ApproachesWhy didn’t these work?
No widespread adoption
Promised uplift in sales is bad
No will from trader to use it
Bad customer experience
No widespread adoption
![Page 32: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/32.jpg)
Discovery
• We find it hard to keep our website updated with trader locations with correct menus because there are so many moving parts
• Traders might be there, might not be, might have broken down on the way, might got the days wrong etc
• Unless it’s always right, people won’t use it
• Scenario - a tourist comes to London and download a street food app and wants to look at KERB King’s Cross
Tech ApproachesWhy didn’t these work?
![Page 33: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/33.jpg)
Tech ApproachesWhy didn’t these work?
![Page 34: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/34.jpg)
Discovery
• Making an app is easy
• Making an app that is useful is almost impossible
• It’d be years until you make a profit, and one bad experience stops people using it
• If you want to make one follow these rules:
• Make it small, useful and good
• Focus on a niche
• Expand slowly
Tech ApproachesWhy didn’t these work?
![Page 35: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/35.jpg)
Why did the others work?Caveat: They still might not, and also it’s just my
opinion
![Page 36: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/36.jpg)
Supplier Purchasing for Traders
• It’s genuinely useful
• Examples: Rekki, GoKart, Foodchain
• Rationalises orders so they are all in the same place
• Great for discovering other suppliers
• Issues:
• Unproven tech
• Still needs a personal element
Tech ApproachesWhy did these work?
![Page 37: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/37.jpg)
Delivery
• It’s genuinely useful
• It provides an actually decent amount of income, so people put energy behind it
• Existential level issues for markets:
• Uber/Deliveroo delivering groceries
• Takes c. 30% of your turnover away
• One point of sale for thousands of businesses
• Might just take your business
Tech ApproachesWhy did these work?
![Page 38: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/38.jpg)
Food Waste Distribution
• It’s genuinely useful
• Examples: Too Good to Go, Karma
• Offers a chance to make a bit of money from food you might throw away
• Customers might get a great discount
• Issues:
• Unreliable offers
• The apps aren’t amazing…
Tech ApproachesWhy did these work?
![Page 39: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/39.jpg)
Cashless
• It’s genuinely useful
• Examples: iZettle, Square, Paypal
• Protects traders from theft, particularly from staff!
• Great for tracking sales throughout the day
• Disconnecting customer payments from the actual handing over of cash means they spend more
• Issues:
• Can alienate customers
• Everything has to be declared
Tech ApproachesWhy did these work?
![Page 40: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/40.jpg)
• Make something that’s genuinely useful, not just nice to have
• Spend money on it, and be in it for the long term
• Get proper buy in
• Have a sales team that actually gets feedback and doesn’t just ignore it
• Have a tech team that actually gets feedback and acts on it, iterating the app and making it good.
Tech ApproachesSummary
![Page 41: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/41.jpg)
Don’t forget, markets are about a connection between the customer and the trader, putting too much tech in between
that can alienate people and lose the whole reason people go to markets over going to supermarkets.
![Page 42: International Public Markets Conference...• 86k followers on Instagram • 51k followers on Twitter Who am I? • Joined in 2012 • Started off as a market manager • Always obsessed](https://reader036.vdocuments.us/reader036/viewer/2022071213/602ae2a96a3ca53d2645b692/html5/thumbnails/42.jpg)