For the EXMBA 2012. If want to download, contact @vseo_es

1. Company Model
EXMBA – Grupo E

2. Sumary
• Knowing eBay
– Global
– M&A
– eBay in Numbers
– Canvas
– Revenue Stream
– Future: Local – Social – Mobile
• Best Practices
– Trust & Safety
– Api
– Card Sorting
– Sinergies
– Landing Optimization
• Something To Consider:
• New Funcionality

3. eBay’s global commerce platform

4. eBay’s M&A
Bill me later
Dba.dk
2008
GittiGidiyor Meetup.com
StubHub
Tradera
2006
OpusForum.org Skype
Gumtree Shopping.com
Loquo
Baazee Markplaats.nl Craiglist
2004
EachNET
CARad.com
PayPal
2002
Internet iBazar PBS
Auction Co.
Half.com
2000
Kruse Int. Alando Blackthorne
Butterfield & Billpoint
Butterfield
1998 Up4Sale.com
1995
Classified
Auction eCommerce Local Social Mobile
advertising

5. 2012
2011
2010 eBay’s M&A
Classified
Auction eCommerce Local Social Mobile
advertising

6. eBay’s global commerce platform

7. eBay marketplace en números
3.33.3B $ (+29% YOY)
2B
570 M $ (GAAP Neto)
page views/day
23 9
9Petabytes of data storage
23M $62
$62B lines of code 2010 gross merchandise volume
94
94M 200
200M active users
live listings
6,000
6,000 75
75B application servers database calls/day
Commercial data warehouse 100x larger than Library of Congress

9. eBay Marketplace: Revenue Stream
VENTA
Auction Custom
Fixed Price Product (Para
(Salida Baja) ámbos)
Sales Paypal Insertion Category
Comisión Tools Colours Positions Highlight
Comision Comision PRice Home

11. Focus for the future: Local

12. Focus for the future: Local
social
categories
reviews prices location
stock
mobile

13. Focus for the future: Social

14. eBay Marketplace: Social DNA
Social
relationships customers
ervice
BACK TO SOCIAL
Information social
Socio-demographic shopping
interests
viral

15. Focus for the future: Móvil

16. Focus for the future: Mobile
geo-fencing
social
m-commerce
local
e-wallet

18. BEST Practices: Trust & Safety

19. BEST Practices: : API
Trading
API
Researc
Finding
h API
API
for eBay
Resoluti
on Case Shoppin
Manage g API
ment
API
GSI Milo
Large
Product Mercha
Services nt
TRITON Services
Platform Open
Notificati MAGEN Where eBay
ons TO INC Apps
BestMat
Mercha chItemD
ndising etails
API API
Client
Feedba
Alerts
ck API
API

20. BEST Practices: UX – Mental Model / Cluster
1.- ElecciónTérminos (Modelocerrado)
Coche
Motos 2.- Grupo
Control
vespa
Altavoz
BMW
Harley

21. BEST Practices: UX – Mental Model . Card Sorting
3..- AnálisisAsociaciones
vespa
Coche Altavoz
Motos
BMW Harley
vespa
Coche Altavoz
Motos
BMW
Harley

22. BEST Practices: UX – Mental Model . Conclusiones
4..- AnálisisAsociaciones
vespa
Coche Altavoz
Motos
BMW Harley
vespa
Coche Altavoz
Motos
BMW
Harley

23. BEST Practices: UX – Mental Model .Revisión
5..- Test de control
vespa
Coche Altavoz
Motos
BMW BMW
Harley

24. BEST Practices: UX – Mental Model .Cluster
6..- Cluster
vespa
Coche Altavoz
Motos
BMW BMW
Harley
Coches Accesorios Tuning Accesorios

25. BEST Practices: UX – Mental Model / Cluster

26. BEST Practices:Sinergies
CONVERT AUCTION TRANSACTION
MARKETING PAYMENT
TRAFFIC TO BUYERS REVIEW

27. BEST Practices: to a whole customer consulting CO.
TOP Historical TOP MarketPlac Trust /
KnowHow
Sellers Data Sellers es Safety
T.S Fast CustomerS
Metrics Reviews Affilliates
(with Shop) Response
TOP Sellers KnowHow Historical Data
ervice TOP Sellers MarketPlaces Trust / Safety
Customize Optimize Historical
Classifieds
T.S Data Fast CustomerServ
Metrics Reviews Affilliates
(with Shop) Response ice
Budget Api
Customize Optimize Historical Data Classifieds
FinancialPr
ocess
Budget Api
StrongBuy
er
FinancialProc
ess
StrongBuyer

28. BEST Practices: Optimización de Landing (Escenarios)
Desconocido Conocido

29. BEST Practices: Optimización de Landing (desconocidos)
Best Performing Best Performing Best Performing
•KPI •KPI •KPI
•Histórico •Histórico •Histórico
•SegmentoTesting •SegmentoTesting •SegmentoTesting
Rotación bajo test
Seguridad •Claim
Guías Registro
Trust &Safety
Trust &Safety

30. BEST Practices: Optimización de Landing (Comprador)
Best Performing Best Performing Best Performing
•KPI •KPI •KPI
•Histórico •Histórico •Histórico
•SegmentoTesting •SegmentoTesting •SegmentoTesting
•Intereses Seguridad
Trust &Safety
•Intereses

31. BEST Practices: Optimización de Landing (Resumen)
Optimización
Datos Hipotesis Testing Resultados Testing
(hipotesis)

32. Something to consider: Pain point 1
Previous session Log in New session
search
No suggestions in the landing page based on former
searches only on the last viewed articles
Log out and new session

33. Something to consider: Pain point 2
Go to other platform without
Logged in logging out
search
No shared information of previous searches between platforms

34. Something to consider: Pain point 3
Adds not homogeneous in style or information

35. New Funcionality1: Vertical Menus
Maximizeyour
sellingpotentialusing
vertical menusinstead of
Horizontal ones

36. New Funcionality 2: Visor (wysiwyg )

37. New Funcionality3: Anonym Searching / Reset

38. Gracias

39. Core Business
Evolución Plataforma VS Desplazamiento del CORE

40. Best Practices: Sinergies
BIG PICTURE
BUYER SELLER
(Formatos) (Saturación)
STORES
Auction Buy it Now Shopping Cart Taylor Buy Bill me Later TOOLS (cross –
listings)
API Paypal GSI Marketplaces Classifieds Ebay Payments

41. Competitive analysis
FIRST MOVER Startups
USER
MEDIUM
Direct Sales
Merchant
MERCHANT
USER
Large Merchant
Classifieds

42. Business Model Canvas
Key Partners Key Activities Value proposition Customer Relation Customer Segment
Sources
Google
Trust & Safety Direct – Top Sellers Mass Market
Facebook
Social Long Tail
Seller
CJ / TD Integrated
Platform Community Sellers
92 M User
Imputs
Facebook Tools
Omniture
Paypal Trust & Safety
Sinergy
Buyer
Shopping.com Key Resources Niche market Channel
Stubhub User
Kijiji Experien
Api ce Online
Big Data Multichannel Marketing Mix
Payment Platform
Ecommerce Platform Offline
GSI TV
MILO
GSI
Magento
Cost Structure Revenue Stream
Marketing: Traffic Acquisition Tarifas de inserción
Cloud Computing ComisiónVenta
Equiposcentralizados Herramientas de venta
Promoted listing
eBay's value is in creating a marketplace for buyers and sellers. They also help facilitate transactions and maintain an trustworthy system. Their large
user base and high percentage of the market allows them to create a marketing scheme that emphasizes fluidity, ease of use and trust worthy
transactions

43. Optimización de Landing (Métricas – Escenarios)
Desconocido Conocido
Marketing Comprador Vendedor
Referal Social Directo
Mix (Sé qué busca) (Sé qué vende)
Potencial Interés / Valor datos
(No le conozco) (Sé qué busca)
Top Contenidos Adapto la página a su interés
El formato que mejor vende
(A/B Testing)
1. Presento varios productos
2. Mido eficacia de cada uno
3. Mido eficacia del modelo de visualización
4. Conclusiones
5. Producción
6. Control

44. Anexos
Ebay: Longtailbusiness Ebay: Sweet Spots
Ebay: Bizarre Shopping Ebay: Crowdsourcing
Inventory
Management
PaymentCollection
Shipping&Logistics
PricingStrategy
QualityAssurance