Venture Lab Class 2012

1. B2C Marketing Analysis
OEP-Venture Lab 2012

2. Agenda
1. Product description
2. Target group
3. Experiment descriptions
4. Experiment results

3. The Idea - Fashion App
Our Vision
is to combine the advantages of online shopping and retail stores
shopping experiences in one product.
Our Product "Your fashion app"
is a free service for young women to inform themselves about actual
fashion trends and to receive a valuable and personalized shopping
advice.

4. Benefits of our product
Fashion conscious Brands / Retail Stores
women: benefits:
● entertain with new fashion ● access to a target group
impressions for free ● high quality environment for
● valuable and personalised branding
shopping advice ● high customer attention to
● articles can be bought and presented message
tried on in a local shop ● highly personalised and
● save money by getting latest localized ad targeting
coupons and find local deals ● new customer acquisition and
● have an overview of local activation of existing
shops customers

5. B2B and B2C Marketing
● We have to execute B2C and B2B marketing, to
generate suspects for our business
● Without fashion conscious women on the platform, it is
not possible to attract ads from retailers
● So effective B2C marketing has to be done at first
● After generating a critical customer mass B2B
marketing and sales process can be started
● In this report we focus on B2C Marketing, B2B
marketing and sales would be analysed in a separate
report

6. Agenda
1. Product description
2. Target group
3. Experiment descriptions
4. Experiment results

7. B2C target group in German market
18% of 60% of
population population Estimation:
30,8 million 47% of 57% of women leaves in has netto 30% reach
users inform users are online are cities (over income over in the target
themself women between 0,5 million 1.000€: group 0,3
about fashion 14,5 million 16-39 years people) 0,9 million million users
online (DPDHL 12) 8,3 million 1,5 million people
(OVK 11) (DPDHL 12) (DPDHL 12) (DPDHL 12)

8. Agenda
1. Product description
2. Target group
3. Experiment descriptions
4. Experiment results

9. B2C Marketing experiments and test
setup
We would like to perform various experiments to validate
following points of our B2C marketing:
● Test of different traffic sources
● Test of product USP and slogan
Test infrastructure:
● Google Analytics
● Google Optimizer
● Different versions of coming soon landing page with
E-Mail subscription form
● facebook fan page

10. Test of traffic sources
Following Traffic sources were identified and sorted based on costs an
effort. We would identify the best source based on suspect generation:
1. Ask family and friends to post links on facebook
2. Ask family and friends to post links on twitter
3. A lead confirmation E-Mail with forwarding request
4. Social Link share button on our landing page
5. Post on wallpaper of fashion brand like esprit or H&M
6. Search for Users who post on twitter fashion related comments and
retweet them
7. Create an alert with keywords “to buy fashion nearby” and post a
comment with link in these blogpost
8. Content creation on yotube and slideshare with fashion related content
and link to our landing page

11. Test of product slogan and USP I
Experiment 1:
Slogan 1:
“looque has my style nearby” - looque hat mein Style in meiner Nähe
would be tested against more eleborate slogan
Slogan 2:
“looque is digital fashion magazine with my style nearby” - looque is der digitale
Modemagazine mit meinem Stil in meiner Nähe
Traffic would be divided 50% vs 50%. On the coming soon landing page we ask
a user to give us an E-Mail. We define a generation of an E-Mail address as a
success and base on it select the slogan.

12. Test of product slogan and USP II
Experiment 2:
The winner of Experiment 1 would be tested against
Slogan 3:
“looque has everyday my styles nearby” - looque hat jeden Tag neue Styles in
Deiner Nähe - comparing to previous slogans actuality is more strongly
communicated
Experiment 3:
if we can still generate enough traffic to have a significant validation of our
result we will test the winner of experiment 2 against
Slogan 4:
“My Trends, My Style, My Shops” - Meiner Trends, Meine Styles, Meine Shops
- comparing to previous slogans personalization plays more important role

13. Selection of background picture for
landing page
We selected different pictures for a background of our landing
page and ask our target group about their preferences.

14. Landing page

15. Agenda
1. Product description
2. Target group
3. Experiment descriptions
4. Experiment results

16. Experiment results
Experiment results would be presented after
experiment execution in one week

17. Thank you and contact us for
more information!
contact@fashion-lab.de