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2. Linkedin Profiles
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3. Tobi Lütke Robert Ashe
Steven Collins
Board Of Directors 3
CEO of Shopify Former CEO of Cognos CFO of ExactTarget Inc.

4. John Phillips
Board Of Directors 4
CEO of Constant
Contact
Partner at Bessemer
Venture Partners
CEO of Klister Credit
Corp

5. Tobias Lütke Born in 1980, Lütke dropped out of school in
10th grade and moved to Canada from
Germany.
Created Shopify in 2004 and served as CEO
since 2008.
First sold snowboards online but his real
product was his software he coded himself
that he used during the inception of Shopify.
Current Net Worth: $1.4 billion USD
CEO & Founder
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6. Shopify Mission, CEO Remarks
Make commerce
better for everyone.
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7. Company Vision
“For Shopify, that means a lifetime
commitment to keeping our software,
features, and strategies ahead of the
curve.”
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8. C-Suite
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COO: Harvey Finkelstein CPO: Craig Miller CMO: Jeff Weiser
SVP of Support: Tony
Shannan
General Counsel: Joe
Frasca
CFO: Amy Shapero
SVP of HR: Brittany ForsythSVP of Engineering: Jean-
Michel Lemieux

9. Brand History
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October 2004
Started off as
Snow Devil and
then Jaded
Pixel
June 2009
Launched
the platform
as Shopify
April 2010
Launched
mobile app in
Apple App
Store
August 2013
Launched
Shopify
Payments
May 2015
Went public &
debuted on
the NY Stock
Exchange
January 2017
Announced
integration
with Amazon
April 2018
Announced
partnership
with Deliv
September 2018
Announced plans
to relocate
employees in
2022 to The Wells

10. What is Shopify?
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11. What Is Shopify Cont..
Example: So you want to start a business?
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Great for any size
business!
● Equipped to deal with huge spikes
in traffic
● Offers additional features, add-ins,
content, templates, for premium
plans
● Manages products, inventory,
payments and shipping

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Customize your online store
using themes, skins, and
adding photos
Currently Shopify works with 500,000+
customers in 150+ countries.

14. Trends impacting Shopify
Influencer Marketing Social Shopping AR and VR
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15. Financial Snapshot
● Market Cap
○ 17.288 Billion
● Market Share
○ 8.75% of Total Market
● Stock Price
○ $158.00 - $162.00
● P/E Ratio
○ 0.00
● Revenue
○ 2017 Annual Revenue $580.9 Million 15

16. BCG Matrix
Star
-Kylie Cosmetics
Hosts periodic flash sales which are some
of the largest on the internet
Is an example of a Shopify store where
products can sell out within minutes
Rapidly growing + expanding
Question Mark
-BooTea
Sold dietary detox teas
Was one of the best marketed items on
Instagram
Currently has over 1 million customers
worldwide
Cash Cow
-Shopify Services
Dog
-BeardBrand
Sells men’s beard care
Made $120k in less than a year
Email list grew to over 7 thousand
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17. Competitive Analysis - Direct Competitors
SaaS Yes Yes No
Beginning Price
Structure
$29/month $29.95/month Free
Number of
Templates/Themes
61 127 11
Ease of Use Easy to Use Easy to Use Learning Curve
Free trial Yes Yes N/A
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18. Competitive Analysis - Indirect Competitors
● Amazon Webstore shut down -
August 2015
● Selling on Amazon
○ Starting at $39.99 a month +
additional selling fees
● Doesn’t allow for much control
over design and fulfillment
● Massive traffic, limited recognition
○ Side by side competition
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19. Trend Analysis
Users can scroll through a shop’s Instagram
feed and purchase the product.
Browsing via an Instagram-like experience
onsite bridges brand-awareness and
product-discovery.
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20. Trend Analysis Ecommerce Sales Globally:
$1.3 trillion (2014) → $4.5
trillion (2021)
Sales around the globe are
growing so quickly that the
US market share of retail
ecommerce sales is
dropping.
China is the largest
ecommerce market by far at
$672 billion, almost double
the US ($340 billion). 20

21. Trend Analysis
Mobile accounts for only
38% of revenue and 59% of
browsing sessions.
Customers prefer to use a
PC when purchasing
products due to concerns
of security, privacy, and
ease-of-use.
67% of ecommerce revenue
was conducted through a
PC.
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22. Trend Analysis
Roughly half of all product
searches happen on Amazon.
Amazon is expected to make up
about 50% of ecommerce sales
by 2021.
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23. Segmentation
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Geographic Demographic Behavioral Psychographic
Global
Men and women
ages 18+
Different price
ranges for people
of all incomes
Innovators
Artistic and
passionate
creators
Ahead of the
curve, open-
minded, those
always looking for
convenience

24. SWOT Analysis
Strengths
● Augmented Reality
● Strong Brand Portfolio
● High level of customer satisfaction
● Easy UI
● Trials
Opportunities
● Influencers, Business Owners
● Augmented Reality
● Shopify App Store
● Drop Shipping
Weaknesses
● Gaps in product range
Threats
● Regulations
● Privacy Concerns
● Low Barrier Of Entry
● Amazon
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Target Market
Entrepreneurs
Ability to start up a
business with very
little startup costs,
knowledge, or risk
Ease of use - start
a business with
laptop and Shopify
Business Owners
Lighten existing
business costs
Shopify makes it
easy to transfer
business model
from brick and
mortar to digital
Influencers
Allows influencers
to sell their
products and
merchandise to
fans
Bridges the gap
between influencers
and fans

26. Value Proposition
Shopify offers a service that allows entrepreneurs, business owners, or your
average joe open up an online ecommerce store that will handle all of your
needs from beginning to end.
Shopify excels in their ease of use and customer service allowing for
anybody with a product to sell them across the globe.
Shopify has disrupted the way that consumers sell products and handle their
e-commerce website.
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Perceptual Map $$$
Price
Convenience/
Ease of USe
$

28. Profile
● Passionate about
fashion, especially
jewelry
● Works full-time as a
fashion blogger in Los
Angeles
Hobbies
● Travelling
● Jewelry making
● Photography
Goals
● Create side business
of her favorite hobby:
jewelry making
● Reach a wide range of
potential customers
● Maximize social
media platforms
Profile
● Worked as an auditor for 15
years
● Started own business of
men’s watches and bowties
● Employees: 20-30
Hobbies
● Downhill biking
● Wrestling
● Cooking
● Fashion
Goals
● Keep business relevant in
the age of social media
● Maintain high customer
retention
● Stay ahead of the men’s
accessories/fashion curve to
bring new products to his
customers
Amanda
Social Media
Influencer
Age: 22-28
Status: Single, no
kids
Education:
Bachelor’s degree
in PR
Victor
Business Owner
Age: 45-50
Status: Married, 3
kids
Education:
Bachelor’s degree
in Accounting,
Master’s in Supply
Chain
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29. Brand Story
We could have listed our products on a number of marketplaces, but we wanted to own our brand
and build relationships with our customers, along with selling our goods. Such a tool didn’t exist, so
we built it for ourselves. We soon realized a number of other stores were in need of a hassle-free
platform to build their retail business, and Shopify was born.
Shopify focuses on making commerce better for everyone, so businesses can focus on what they do
best: building and selling their products. Today, merchants use their platform to manage every
aspect of their business — from products to orders to customers, selling online, in retail stores, and
on the go.
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30. Product Life Cycle
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Adoption Cycle
Innovator Early Adopter

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Awareness
Interest
Consideration
Intent
Purchase
Loyalty
Social media marketing campaigns, TV
commercials, Youtube Ads
SEO, targeted content
2 week free trial offer, email campaigns
2 week trial acceptance
Purchase of plan best fit for customer/business
Influencers and businesses promote Shopify’s
programs and services
Advertising Funnel

33. Customer Journey Mapping
YsabelAWARENESS
● Facebook ads
● E-shop
● Blog
● Banner
● newsletter
CONSIDERATION
● Customers
browse e-shop
● Product page
● Category page
ACQUISITION
● Go through
checkout
● Order
confirmation
● Bill
● Delivery note
● Product
LOYALTY
● Gives service
rating
● Coupons for
next purchase
● Receive
newsletter for
evaluation
campaign
SERVICE
● FAQs
● Packaging
● Return
confirmation
● Calls hotline
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34. 4 Digital
Zones
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Social Community
● Facebook
● Instagram
● CRM
● YouTube
Social E-Commerce
● Amazon
● Alibaba
● Paypal
Social Entertainment
● Netflix
● Gaming
Social Publishing
● SEO
● Content
Strategy
● Bloggers
● Website

35. Social Community
Partner with American Express’ “Small Business Saturday” Campaign
➔ Facebook
➔ Instagram
➔ CRM
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AMEX has long standing partnership with small businesses
for this event - market those business and become an event
partner to further promote shopify to business

36. Thank you, any questions?
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