half com 1st quarter 2001 ops review april 5 th 2001 n.
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Half 1st Quarter 2001 - Ops Review April 5 th , 2001 PowerPoint Presentation
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Half 1st Quarter 2001 - Ops Review April 5 th , 2001

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Half 1st Quarter 2001 - Ops Review April 5 th , 2001

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  1. Half.com 1st Quarter 2001 - Ops Review April 5th, 2001

  2. Before we begin Ops Review… • An update on our Competitive Awareness situation….

  3. Robbie Stephens Study #’s • [insert a couple of quick take-aways from the Robbie Stephens customer satisfaction study] • …where did we beat Amzn and where do we have work to do!

  4. Competitive Awareness • Data gathering process rejuvenated • “One of Everything” Initiative • Click-the-Button feature • PR Intensity (need from Hughes) • Pursuing more Buy.com Exchange-type opportunities

  5. Competitor Data Gathering & Results • [Fralic 4 slides on competitive tracking – current results and considerations]

  6. Q1 Must-Do’s Re-cap • Half 2.0 Launch • Other Q1 Must-Do’s • Continue to “hit our #’s” • Net Perceptions launch • Begin development of International fixed price product • Co-Location improvement plan • Deploy Fraud 1.0

  7. Q1 2001 Must-Do’s Recap

  8. Half 2.0

  9. Half 2.0 Launched on [date] • Factual update on Half 2.0 Launch • Categories, domains, total listings • Feature set overview • Overview of Major Launch Elements • Product and Technology • Inventory • Buyers • Traffic Metrix • Marketing/PR

  10. 10-minute live demo on Half 2.0 (Fralic) • Buying (Palm?) • Selling (Trading Card?) • Search and Browse • Shopping Wizard Feature • Click-the-Button • Buyer/Seller Communication

  11. Half 2.0 – Operational • BillPoint and payments • Catalogue • Other product elements • “..attaboy” to eBay CM’s for assist

  12. Half 2.0 – Inventory • Listings • Domains • Inventory loading functionality • Seller metrics • # of sellers live and coverage • “category killers”

  13. Half 2.0 – PR Strategy • 2.0 Press Release - iBAZAR tone • “After soaring into top retail ranks…” • 500 pitches delivered via innovative medium • “New and improved” half mug • Satellite Media Tour w/ “shopping expert/author” • 20-30 days after launch

  14. Other Q1 Must-Do’s • Continue to “hit our #’s” • Net Perceptions launch • Begin development of International fixed price product • Co-Location improvement plan • Deploy Fraud 1.0

  15. Hit our #’s - 1 QTR 2001 FinancialsExceed GMS Forecast by $1.0MM & Met PTI Forecast DRAFT

  16. 1QTR Key Metrics(need to fill in p/y f/c)

  17. 1QTR Key Metrics

  18. 1QTR GMS – $1.0 MM above Plan “How did we get there?” + and –

  19. Learning and Leveraging(the plus’s and minus’s) • Text Book Bump - No real marketing in January, but gearing up for full scale push in August • Trackable Acquisition - Focus on partners with highest LTV, ?? • (eBay New Buyers) – Working on better integration, coupon to “Reg ID” non buying population • Untrackable Acquisition – Pour on the PR! • (Retention GMS) – Metric may not support inactive RU’s – lowered GMS/existing RU in recently submitted forecast • (Amex Loss) – Billpoint will hopefully support Amex cards in the future

  20. Other Q1 Must-Do – Net P Launch

  21. Net Perceptions’ Recommendations Phase I was deployed in late January Included Wish List (individual item and entire list) PreOrder (individual item and entire list) and cart. Phase II planned deployment with Half 2.0 Includes all item detail pages. Phase III planned deployment mid-Q2 Includes Recommendation Center and Analytics. Phase IV planned deployment end-Q2 Includes Email Recommendation Tool.

  22. Wish List/ PreOrder RecommendationsIndividual Item Listed Item is placed on Wish List (e.g. Backstreet Boys) Engine provides Recommendations Matching items (e.g N’Synch, Christina Aguilera)

  23. Wish List/ PreOrder RecommendationsEntire List Engine provides Recommendations Matching list items (e.g. Santana, Savage Garden) Entire Wish List (e.g. Backstreet Boys, Eminem)

  24. Wish List/ PreOrder RecommendationsShopping Cart Item placed in Shopping Cart (e.g. Disney’s Aladdin) Recommendations (e.g. Lion King, Cinderella)

  25. Net Perceptions Financial Impact at Phase I • [need to consider how to position Net Perception in light of our inability to get any data on benefits of the deployment…..I think we call it a YELLOW and cop to no data]

  26. Other Q1 Must-Do – International Initiative • Continue staff recruitment • Hires: 1 Sr. Engineer, 1 Assoc Prod Man (UK) • Finalize product definition decisions • eBay/Half integration plan outlined, UK Fixed Price site to be pilot for Core integration strategy • On HOLD – pending April 19 meeting with Josh, Sunny, Maynard, Jeff J. • Continue technology development • Half 2.0 rollout on slight delay and uncertainty as to technology platform for International fixed price • Support eBay’s launch marketing • eBay/Half researching brands with consumers

  27. Other Q1 Must-Do – Co-Location Move • [in process with Sunny]

  28. Other Q1 Must-Do – Deploy Fraud 1.0

  29. Refunds & Fraud - History • Since inception, Half.com has provided a buyer guarantee and has retained the right to recover from sellers • In Q4 2000, “Amazon War” decision was made to not contest buyer claims or to recover from sellers • In 2001, began contesting buyer claims and recovering losses from sellers

  30. Refunds & Fraud – Trends & Rates • Gross and net refunds measured against GMS and Net Transaction Revenue – all trends improving • Decreasing rate due to increasing revenues and continuing focus on recoveries and claim review Amazon War Q4

  31. Refunds & Fraud – Measurement Process • Accrual accounting requires immediate recognition of losses even though payouts will come over time • Refund history used to predict current month losses • Have found that refunds on current month sales are 95% complete after 4 months

  32. Other Q1 Must-Do - Fraud 1.0 Deployed • Fraud 1.0…what is it? • Initial Rollout of Fraud Detection System • Daily Reporting Suite • Operational Focus/Metric Development • Half 2.0 Preparation

  33. Fraud Detection System • 18 integrated fraud flags applied to every Half transaction • Composite fraud score by member • “Prevention, not cure” • Largest impact - bad sellers • Business example - afarias

  34. Daily Reporting Suite • Refunds and recoveries by seller, buyer, reason, amount • Daily operational focus on loss management • Refund/fraud rate • “..that which is measured, improves.”

  35. Half 2.0 Prep • Buyer/Seller Communication • Largest single fraud reduction tool • Internal Seller Rating • Fraud 1.0 Tuning/Enhancements • Data presentation • Wells Integration

  36. Q2 Must-Do’s Overview • Successful market acceptance of Half 2.0 • ASP Lift Initiative • eBay Integration • Datawarehouse Launch • Get back on Plan!!

  37. Half/Ebay Integration Q2 Initiatives • Feedback research, eBay feedback on Half & vice versa • Half items in eBay search, Half to develop search API • Map Half and eBay categories, search & listing research • Design integrated eBay/Half checkout and cart • Re-list item link and SYI promos for Half 2.0 categories • Pricing research and model for integration • Community research • Scope and management of back-end integration • Half API strategy and development

  38. Q2 Must-Do’s • [Brief summary of each Q2 Must-Do to follow]

  39. Appendix Information • Not to be included in deck, but kept in “back pocket”

  40. PCData/Media Metrix Traffic Stats • I think this is where we speak to the perception of a flattening growth curve?? (FebLows, Hughes data on traffic, and negative influences in next slide)

  41. Negative Influences Overcome in Q • AMEX Cards lost GMS • SSL conversion and user experience • Fraud rates (touch on later) • Site Monetization macro-meltdown • Rate of eBay buyers acquired • Retention Buying

  42. Wish List/ PreOrder RecommendationsEntire List - think this is a dup slide Engine provides Recommendations Matching list items (e.g. Santana, Savage Garden) Entire Wish List (e.g. Backstreet Boys, Eminem)