map, launch, and scale internationally · my first venture into ecommerce i sold this through this....
TRANSCRIPT
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Map, launch, and
scale
internationally
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Hi, i’m Jean-Paul Delmé
I’m an engineer and...
Growth Hacker /
Senior StrategistCo-Founder & CMO
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Emakina Group
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My first venture into ecommerce
I sold this Through this
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Special Forces operators have
a slogan in combat
“Slow is smooth. Smooth is fast.”
That essentially means do not go fast.
It is overwhelming to begin selling abroad.
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All of those questions can cause
more anxiety than optimism.
To combat that fear, we –– and you should too ––
Adapt the following approach
Crawl – Simple solutions with simple tests
Walk – Act global, think local
Run – Optimize delivery and in-market experience
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Going global the right way
Even then-
Some of the world’s largest and
best-known multi-nationals have failed spectacularly
when expanding abroad.
They fail due to not understanding and rushing into
markets and diluting focus
and advertising spend
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Countries that prefer shopping abroad
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CRAWL: TEST & LEARN WITH MINIMAL RISK
Implement simple solutions with simple tests
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You need to understand what is happening
Do you even check your analytics?
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Have you already gone global
without knowing it?
But maybe something is wrong?
IF
You discover Swiss customers bounce on your checkout page
THEN
You might not be offering the experience in local currencies, showing prices that
include duties, or including the proper address fields
IF
You discover Australian visitors bounce on your returns page
THEN
Your refunds policy does not support international purchases
or might lack transparency
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Start understanding your users
Get the basics right!
EXIT INTENT SURVEYS
Maybe visitors with common objections:
• Delivery costs and shipping time
• Unknown customs or duties
• International returns processes
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Screen recording
How do users actually navigate
● Track users through the funnels
● Track Checkout Flows
Check Users > Specific Countries
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Do your own
keyword research
Understand
what users are looking for
● Volume
● CPC Distribution / Competition
● What is competition doing?
Use Paid : SEMRUSH, MOZ, …
Use Free : Google Trends, Keywords
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Finding market growth opportunities
Test your product on multiple markets through Social
Media
● Does your product resonate?
● What audience reacts?
● What creative works?
● Can you already get
an estimated ROI?
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WALK: FOLLOW THE MONEY
Identifying new market potential
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Largest e-commerce markets
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E-com penetration
What percentage of the population has purchased online?
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Compound growth
Where is the online purchasing momentum?
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Estimating Market Potential
MP = N ×MS × P × Q
WHAT
MP = market potential
N = total number of potential consumers
MS = market share—percent of consumers buying
from you
P = average selling price
Q = average annual consumption
So yes it’s more than size
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RUN: DEPLOY BUT TEST
Start going abroad
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Use SAAS services to translate your local sites
Rolling out in multiple languages with click
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Product syndication
Did you know you can be on all these marketplaces?
And 10000’s more
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CHANNEL
MANAGER
Product feeds / connectors
Sync global ecommerce operations
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Marketplaces
How to scale rapidly these regions?
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Branded marketplaces
Offer end-to-end ecom solutions
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Branded marketplace on taobao
Yes Premium brands are on these channels
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Let me tell you about my friend Sheng Zao
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Premium brands on wechat
Yups
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The great firewall
● Anything hosted on Google’s API (scripts or
stylesheets)
won’t load, so your site won’t be fully
functional or will time out.
● Advanced features might not perform well, like
retargeting in Google Analytics or customer
behavior tracking in Google Tag Manager
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How to go operational in China
● Consider creating a dedicated
Chinese store
● Consider holding inventory
in Hong Kong
(Lower Chinese regulatory,
testing, and approval hurdles)
Oh and tax benefits...
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Snapdeal (India)
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How to go operational in India
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Why do these markeplaces prevail
It’s all about the cheddar and availability
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What the future holds toward e-com
Spot the types of most used apps
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Conversational commerce
Is where today & tomorrows shoppers are!
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TestSet the audience,
channel & Deploy
Go live and see which ones produce the
biggest growth wins.
REPEAT
IdeateThere is no bad idea
Generate hypotheses for experiments that are
linked to your goals.
1
2
3
4
5 PrioritizeUsing ICE Ranking
Determine which experiments to pursue via
prioritization process.
Design & DevelopMinimum Viable Experiment
Make a quick and dirty setup of the idea and convert it a measurable projects
AnalyseLearn & Improve
Spot opportunities through qualitative
and quantitative data.
Think like a growth hacker / developer
Be Agile and keep on learning
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SLOW IS SMOOTH. SMOOTH IS FAST.