Champion League - Presentation by Olivier Aizac, CEO of Leboncoin.fr at the NOAH 2012 Conference in London, Old Billingsgate on the 6th of November 2012.

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
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