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Leboncoin.fr
Number 1 in French
online classifieds
Olivier Aizac,
GM Leboncoin.fr
2
What is Leboncoin.fr?


 A free generalist          39,5 % reach in French
  classifieds website          internet population

                             More than 20 million ads
 Blocket.se French little           online
  sister launched in April
  2006                       6 billion pageviews per
                                       month

 The #1 online player       #1 position in Cars, Real
                                Estate and Goods



                                                         3
0
                  1,000,000,000
                                  2,000,000,000
                                                  3,000,000,000
                                                                  4,000,000,000
                                                                                  5,000,000,000
                                                                                                  6,000,000,000
                                                                                                                                 7,000,000,000
    Feb/09
    Mar/09
    Apr/09
    May/09
    Jun/09
     Jul/09
    Aug/09
    Sep/09
                                                                                                                  Leboncoin.fr




    Oct/09
    Nov/09
    Dec/09
    Jan/10
                                                                                                                  eBay.fr




    Feb/10
                                                                                                                                                                                           place in France




    Mar/10
    Apr/10
    May/10
                                                                                                                                                 Page Views per Month, Google Ad Planner




    Jun/10
     Jul/10
    Aug/10
    Sep/10
    Oct/10
    Nov/10
    Dec/10
    Jan/11
    Feb/11
    Mar/11
    Apr/11
    May/11
    Jun/11
     Jul/11
    Aug/11
    Sep/11
    Oct/11
    Nov/11
    Dec/11
                                                                                                                                                                                           Leboncoin.fr is the biggest market




    Jan/12
4
Leboncoin.fr is in the top 5
websites in France
Google DoubleClick Adplanner – January 2012

                facebook.com                                  39,000,000,000


                    orange.fr                10,000,000,000


                     live.com            6,400,000,000


                  leboncoin.fr           6,400,000,000


                 youtube.com         3,600,000,000


                         sfr.fr   1,700,000,000


                    msn.com       1,300,000,000


                  yahoo.com       1,300,000,000


                       free.fr    1,200,000,000


                pole-emploi.fr    1,100,000,000




                                                                               5
One of Schibsted’s most important
growth drivers
                           100                                   100 %




    76%                         80

                                               61 %
                                                          70 %
                                                                 80 %



    revenue


                  Million EUR
                                60                               60 %
                                     47 %
  growth Y/Y in                 40                               40 %
      2011
                                20                               20 %



                                0                                0%
                                     2009      2010       2011
                                     Revenue          EBITDA margin


                                                                        6
The 2nd most searched word on
google.fr




                                7
How did we get
here?
A true child of the Schibsted
  roll out strategy
 Launched in April 2006
   French little sister of
    Blocket.se
 50/50 Joint Venture
   Between Schibsted and Spir
    Communication
 Schibsted acquired Spir’s
  shares in November 2010
   Valuing the company at EUR
    400 million (100% basis)




                                  9
Why do 16 million French spend
  their spare time on leboncoin?
 12 years of experience            Simple
   A millennium in Internet          Placing an ad only takes a
    history                            few minutes. No subscription,
 Easy                                 few criteria, no payment
   Immediate result in a single    Quality
    click                             Ads are checked and
 Proximity                            validated before going live.
                                       No duplicate ads, no Nigerian
   Search is done by region on
                                       letters, no forbidden content.
    a map, everybody knows
    where he lives                  Visibility
                                      Navigation is more window
                                       shopping than search



                                                                  10
A long-term business model
 A real focus on user experience
   Online classifieds is a competitive
    market
 Agile and pragmatic business
  models
   Adapt to the competition and
    environment
 Technical competence and
  autonomy
   The site is constantly tuned to
    market needs
 Entrepreneurial spirit



                                          11
Growth and diversification

 Build, develop and maintain
  a network of strong revenue
  lines                                                       B2B
                                                            services


                            Local/
                           national
                          advertising
                                                   B2C
                                                 services


              Insertion
                fees                                               Partnerships



                                   Real estate




                                                                                  12
Leboncoin.fr - NOAH12 London
The clear #1 player in cars
  1,000,000                                                       20,000
                                                                               Leboncoin is the leader in the
                                                                                French car market, in both C2C
    800,000                                                       16,000
                                                                                and B2C
    600,000                                                       12,000

                                                                               Professional listing fees and
    400,000                                                       8,000
                                                                                services introduced as late as
                                                                                July 2011
    200,000                                                       4,000



              0
                     Leboncoin      LaCentrale     Autoreflex
                                                                  0
                                                                               Attracted 75% of car dealers
             No of cars in database        No of car dealers (r.h. scale)       with internet solution
Source: Autobiz, June 2012


  MNR data                   Audience     Pageviews        Time spent /
  May 2012                    (UMV)        (millions)         user
  Leboncoin                       6 786            672              37’52
  LaCentrale                      2 155              72               15’00
  Autoreflex                      1 657              11                4’26



                                                                                                                 14
6 billion page views per month
     but still room for growth
     Visits per internet capita/month (web+mobile), no. of years from launch

                               FINN     Blocket   Leboncoin
12

10

8

6

4
                                                                      Sources:
2                                                                     TNS Gallup, SIFO, XiTi, Schibsted
                                                                      Finn startpoint 2000
                                                                      Blocket startpoint 2001
                                                                      Leboncoin startpoint 2006

0
      Year Year Year Year Year Year Year Year Year Year Year Year Year
       1    2    3    4    5    6    7    8    9    10 11 12 13

                                                                                                   15
Most recognised brand for online
         classifieds in France
           Top of Mind                            Unaided                          Aided
   Leboncoin.fr                       40.0 %                         59.2 %                             85.8 %


          Ebay               21.4 %                         45.0 %                                      83.4 %


  Priceminister   1.6 %                            8.4 %                                       64.0 %


    Paruvendu      2.2 %                          7.0 %                                             78.2 %


  Topannonces                                   3.6 %                                     51.2 %


     Vivastreet   0.4 %                          4.4 %                         29.2 %


Annoncesjaunes                                 0.0 %                           29.6 %


    Logicimmo     0.2 %                        0.2 %                          25.2 %


           Olx


      Segloger       5.4 %                                                       32.8 %




                                                                                                    16
From a start-up to full-service
  company
 Focus on product teams
  over the first years                           12/2012


 Build up local sales                            145
  team and F&A                         12/2011


                                        88
 In-source national sales   12/2010
  team and strengthen all
  departments
                             41heads




                                                        17
Mobile – a fast rolling train
 iPhone app launched in
  December 2011
   Already 2,6 million
    downloads
 Android app available next
  week
 Clear direction to improve
  user experience and
  simplicity of use
 Clear target : get same
  position on mobile as on
  the web


                                  18
- w . a-o f ec. m
 w wn hc n r e o
      o    en c
- wt ro n ac n r c
 ti . m/o ho f e e
   tc
    e         en
- w .cb o. m/O H o f ec
 w wf e o k o N A C n r e
     a     c         en
- w . a-o f ec. m
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      o    en c
- wt ro n ac n r c
 ti . m/o ho f e e
   tc
    e         en
- w .cb o. m/O H o f ec
 w wf e o k o N A C n r e
     a     c         en

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Leboncoin.fr - NOAH12 London

  • 1. Leboncoin.fr Number 1 in French online classifieds Olivier Aizac, GM Leboncoin.fr
  • 2. 2
  • 3. What is Leboncoin.fr?  A free generalist 39,5 % reach in French classifieds website internet population More than 20 million ads  Blocket.se French little online sister launched in April 2006 6 billion pageviews per month  The #1 online player #1 position in Cars, Real Estate and Goods 3
  • 4. 0 1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 6,000,000,000 7,000,000,000 Feb/09 Mar/09 Apr/09 May/09 Jun/09 Jul/09 Aug/09 Sep/09 Leboncoin.fr Oct/09 Nov/09 Dec/09 Jan/10 eBay.fr Feb/10 place in France Mar/10 Apr/10 May/10 Page Views per Month, Google Ad Planner Jun/10 Jul/10 Aug/10 Sep/10 Oct/10 Nov/10 Dec/10 Jan/11 Feb/11 Mar/11 Apr/11 May/11 Jun/11 Jul/11 Aug/11 Sep/11 Oct/11 Nov/11 Dec/11 Leboncoin.fr is the biggest market Jan/12 4
  • 5. Leboncoin.fr is in the top 5 websites in France Google DoubleClick Adplanner – January 2012 facebook.com 39,000,000,000 orange.fr 10,000,000,000 live.com 6,400,000,000 leboncoin.fr 6,400,000,000 youtube.com 3,600,000,000 sfr.fr 1,700,000,000 msn.com 1,300,000,000 yahoo.com 1,300,000,000 free.fr 1,200,000,000 pole-emploi.fr 1,100,000,000 5
  • 6. One of Schibsted’s most important growth drivers 100 100 % 76% 80 61 % 70 % 80 % revenue Million EUR 60 60 % 47 % growth Y/Y in 40 40 % 2011 20 20 % 0 0% 2009 2010 2011 Revenue EBITDA margin 6
  • 7. The 2nd most searched word on google.fr 7
  • 8. How did we get here?
  • 9. A true child of the Schibsted roll out strategy  Launched in April 2006  French little sister of Blocket.se  50/50 Joint Venture  Between Schibsted and Spir Communication  Schibsted acquired Spir’s shares in November 2010  Valuing the company at EUR 400 million (100% basis) 9
  • 10. Why do 16 million French spend their spare time on leboncoin?  12 years of experience  Simple  A millennium in Internet  Placing an ad only takes a history few minutes. No subscription,  Easy few criteria, no payment  Immediate result in a single  Quality click  Ads are checked and  Proximity validated before going live. No duplicate ads, no Nigerian  Search is done by region on letters, no forbidden content. a map, everybody knows where he lives  Visibility  Navigation is more window shopping than search 10
  • 11. A long-term business model  A real focus on user experience  Online classifieds is a competitive market  Agile and pragmatic business models  Adapt to the competition and environment  Technical competence and autonomy  The site is constantly tuned to market needs  Entrepreneurial spirit 11
  • 12. Growth and diversification  Build, develop and maintain a network of strong revenue lines B2B services Local/ national advertising B2C services Insertion fees Partnerships Real estate 12
  • 14. The clear #1 player in cars 1,000,000 20,000  Leboncoin is the leader in the French car market, in both C2C 800,000 16,000 and B2C 600,000 12,000  Professional listing fees and 400,000 8,000 services introduced as late as July 2011 200,000 4,000 0 Leboncoin LaCentrale Autoreflex 0  Attracted 75% of car dealers No of cars in database No of car dealers (r.h. scale) with internet solution Source: Autobiz, June 2012 MNR data Audience Pageviews Time spent / May 2012 (UMV) (millions) user Leboncoin 6 786 672 37’52 LaCentrale 2 155 72 15’00 Autoreflex 1 657 11 4’26 14
  • 15. 6 billion page views per month but still room for growth Visits per internet capita/month (web+mobile), no. of years from launch FINN Blocket Leboncoin 12 10 8 6 4 Sources: 2 TNS Gallup, SIFO, XiTi, Schibsted Finn startpoint 2000 Blocket startpoint 2001 Leboncoin startpoint 2006 0 Year Year Year Year Year Year Year Year Year Year Year Year Year 1 2 3 4 5 6 7 8 9 10 11 12 13 15
  • 16. Most recognised brand for online classifieds in France Top of Mind Unaided Aided Leboncoin.fr 40.0 % 59.2 % 85.8 % Ebay 21.4 % 45.0 % 83.4 % Priceminister 1.6 % 8.4 % 64.0 % Paruvendu 2.2 % 7.0 % 78.2 % Topannonces 3.6 % 51.2 % Vivastreet 0.4 % 4.4 % 29.2 % Annoncesjaunes 0.0 % 29.6 % Logicimmo 0.2 % 0.2 % 25.2 % Olx Segloger 5.4 % 32.8 % 16
  • 17. From a start-up to full-service company  Focus on product teams over the first years 12/2012  Build up local sales 145 team and F&A 12/2011 88  In-source national sales 12/2010 team and strengthen all departments 41heads 17
  • 18. Mobile – a fast rolling train  iPhone app launched in December 2011  Already 2,6 million downloads  Android app available next week  Clear direction to improve user experience and simplicity of use  Clear target : get same position on mobile as on the web 18
  • 19. - w . a-o f ec. m w wn hc n r e o o en c - wt ro n ac n r c ti . m/o ho f e e tc e en - w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en
  • 20. - w . a-o f ec. m w wn hc n r e o o en c - wt ro n ac n r c ti . m/o ho f e e tc e en - w .cb o. m/O H o f ec w wf e o k o N A C n r e a c en