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② Sell groupons,
charge commission
Features:
• Consumer pays before purchasing: ensure the deals get
done;accelerate the cash flow
• Large discount for collective buying in limited time and
items:create a phenomenon of Bargaining& Panic
Buying,encourage customer wowing the deals by word
of mouth (via Social Web);
• One deal per day, consumer don’t need to make the
choose;
• Achieve a Three-Win
Product line(from official web site)
~ Consumer Packaged Goods ~ Electronics
~ Accessories ~ Entertainment
~ Automotive ~ Fashion
~ Beauty ~ Health & Pharmaceutical
~ Beer, Wine, and Spirits ~ Financial
~ Diet and Fitness ~ Travel
• Main deals are services, such as restaurant & café, hair salon/ SPA, training.
• Unit prices are low averaged $68,Groupon cost $22;discounts are high
averaged 56%
• Need no logistic distribution center
Business Model
High discount
Time limit
Buyers must
exceed the floor
level to get the
deal open
Business Model
Encourage virus-
spreading via social
application
Facebook | Twitter
Additional deals
A virus marketing– Leverage the influence with the
social applications
• Integrated with Facebook Connect; no bother to register
• Location-based operation, every city has an independent twitter/ face
book account, which is aimed to talk and communicate with
customers
• A $10 bonus for friend recommendation
• Email subscription/ share of deals
• RSS subscription of deals
• API, open the deals information
Leverage the influence with the social applications
• A two-degree networking relationship analysis of 100
randomly-chosen Twitter followers of Groupon L.A
– 100 users generated 4000+relationship(including Follow、Mention &
Reply)
• Feature:
– Leverage the marketing info/ influence
– Do not to CONTORL but to INFLUENCE
Additional marketing methods
• Company blog,to talk with customer
/ suppliers
• Live Off/ Groupon Says,make the
topics and earn eyeballs, encourage
wowing
• Make the service personal, let
customer know the people behind the
screen to increase the trust and
intimacy(decrease the emotional
distance & barrier)
Business Suggestion: let customer vote from whom
want buy
Launch a rewards program
• The currency, G’s, are awarded for viewing deals and buying deals.
And if you buy a deal early (a minimum number of buyers have to
go for a deal or else no one gets it), you get even more G’s.
Why Social Marketing?
Those behaviors
Key conversion happening on
point Social web
Data source:
API
Open its deals(not function as a platform instead)
http://www.groupon.com/pages/api
Widget
• Going mobile!!!
• Mob.ly is a mobile application
service The company, which
works with clients to create
mobile applications from top
to bottom (from conception to
design and testing), has built
apps for clients like Comedy
Central, NBC, Digg and Yahoo!
• Mob.ly is led by former Yahoo!
Senior Director of Product
Management Mihir Shah and
Yishai Lerner, former Director
of Engineering at Carrier IQ.
A Review
Source: http://tuan123.net/pastTuan.php
04/28/2010 – 05/11/2010
• Main deals are Restaurant/ Pub & Café, Hair Salon/ Spa; Cosmetics; Tickets,
accounting for 75% in total.
• Cosmetics deals have highest average dicount.
The chart of Chinese Groupon-alike websites
Lunched Existing Daily average Daily cost
Website Groupon Sold Cost Saved
Date Days Coupon Sold saved
美团 2010-3-4 69 29,962 434 69501.97 4,795,636
F团 2010-3-15 58 29,794 514 41533.53 2,408,945
满座 2010-1-6 126 29,421 234 15941.60 2,008,642
拉手 2010-3-18 55 19,207 349 31956.35 1,757,599
优享团 2010-1-23 109 18,553 170 7471.72 814,417
团宝 2010-3-26 47 15,297 325 74599.64 3,506,183
团美网 2010-3-23 50 12,436 249 18509.96 925,498
窝窝团 2010-3-14 59 10,850 184 60040.78 3,542,406
24券 2010-4-6 36 6,813 189 11790.00 424,440
爱帮团 2010-4-22 20 3,091 155 12013.90 240,278
来客团 2010-3-26 47 1,566 33 3529.94 165,907
爱爱团 2010-4-5 37 1,549 42 1346.81 49,832
赶团网 2010-4-14 28 1,024 37 1652.46 46,269
酷团网 2010-3-28 45 821 18 6041.87 271,884
17团团 2010-4-26 16 623 39 4011.56 64,185
千折百扣 2010-3-2 71 458 6 1465303.96 104,036,581
丁狗 2010-3-15 58 435 8 718.59 41,678
火团网 2010-4-10 32 284 9 465.81 14,906
粉皮儿团 2010-4-20 22 79 4 362.68 7,979
団客 2010-3-23 50 38 1 48.84 2,442
阿拉团购 2010-4-10 32 26 1 64.34 2,059
团拍 2010-3-4 69 0 0 0.00 0
围团 2010-4-16 26 0 0 0.00 0
Masa
2010-3-17 56 0 0 0.00 0
Maso
Source: http://tuan123.net/history.php
• Most website are new startup and have been operating less than 3 months;
04/12/2010 – 05/11/2010
• Daily sales are relatively small, general less than 500 coupon per day.
• The operating areas are limited: Meituan.com 美团 only covers 3 cities so far: 北京、上海和武汉
Taiwan