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Presentación Arian Gonzalez / Osomm - eRetail Day México 2017
MEXICO´S LARGEST FASHION SPECIALIZED MARKETPLACE
¿Porqué e-commerce?
AMAZON VS. TOP 5 B&M RETAILERS
MARKET CAP, MARCH 27 2017
NUMBER OF RETAILERS WITH 10 BILLION+
3
ONLINE
>100
OFFLINE
4,206
4,334
4,445
4,568 4,694 4,818
261
298
341
385
432
482
5.8%
6.4%
7.1%
7.8%
8.4%
9.1%
3,000
3,500
4,000
4,500
5,000
5,500
2013 2014 2015 2016 2017 2018
Milesdemillones
Retail
E-Commerce
% of Retail
TOTAL US RETAIL SALES 2013-2018e
NUMBER OF RETAILERS STORES CLOSING
IN EARLY 2017
>3,200
NUMBER OF RETAILERS STORES CLOSING
ESTIMATE FOR 2017
>8,000
¿Porqué México?
MEXICO’S E-COMMERCE POTENTIAL
•  Large online market: With over 50M Internet users, Mexico is ranked 10th in the world.
•  Attractive white space: Out of the top 15 economies in the world, Mexico is the country with
the smallest online to total retail ratio (less than 1.5%).
Internet Users 2016
(million)
1.  China 721
2.  India 462
3.  US 286
4.  Brazil 139
5.  Japan 115
6.  Russia 102
7.  Nigeria 86
8.  Germany 71
9.  United Kingdom 60
10. Mexico 58
>30 million
>70 million
mobile users1
smartphones1
MEXICO’S E-COMMERCE POTENTIAL
•  Large online market: With over 50M Internet users, Mexico is ranked 10th in the world.
•  Attractive white space: Out of the top 15 economies in the world, Mexico is the country with
the smallest online to total retail ratio (less than 1.5%).
5.8%
6.4%
7.1%
7.8%
8.4%
9.1%
2013 2014 2015 2016 2017 2018
% of Retail
CHINA15%
BRAZIL3.0%
MEXICO’S E-COMMERCE POTENTIAL
•  Large online market: With over 50M Internet users, Mexico is ranked 10th in the world.
•  Attractive white space: Out of the top 15 economies in the world, Mexico is the country with
the smallest online to total retail ratio (less than 1.5%).
5.8%
6.4%
7.1%
7.8%
8.4%
9.1%
2013 2014 2015 2016 2017 2018
% of Retail
CHINA15%
BRAZIL3.0%
1.5% MEXICO
Retail E-commerce Sales in Mexico (US B)1
2014 2015 2016 2017 2018
366
CAGR: 4.9%
11.5
2014 2015 2016 2017 2018
386 406
426 445
Total Retail Sales in Mexico (US B)1
9.4
7.5
5.9
4.6
CAGR: 26.0%
•  Fast growth
•  Growing middle class
•  Retail´s low penetration in medium to small cities.
MEXICO’S E-COMMERCE POTENTIAL
•  LOW MARGIN BUSINESS
•  HIGH CUSTOMER ACQUISITION
COSTS
•  HIGH CAPEX
•  NO EXPERTISE
•  LOW SCALE = OPPORTUNITY
COST OF INVENTORIES
MAIN CHALLENGES FOR AN E-COMMERCE IN
MEXICO
COSTLY
LEARNING CURVE
+
LOW PROFITABILITY
FOR MID-TERM
INVESTMENTS
Nuestra solución
OMNI-COMMERCE®
by
BRAND´S
E-COMMERCE
FULL & OFF- PRICE
PERMANENT
CATALOG
FULL-PRICE
PERMANENT
CATALOG
OFF-PRICE
PERMANENT
CATALOG
PRODUCT IS CONSIGNED IN
OUR WAREHOUSE
Fulfilled by
IT INFRASTRUCTURE / PAYMENTS GATEWAY
WAREHOUSE / LOGISTICS
CONTENT PRODUCTION / CATALOG MANAGEMENT
CUSTOMER SERVICE
MARKETING / CRM/ PROMOTIONS MANAGEMENT
OMNI-SOLUTION
✓	
  
✓	
  
✓	
  
✓	
  
✓	
  
OPERATING STORES IN PIPELINE
8 10
OMNICOMMERCE STORES
COST REDUCTION
TIME TO MARKET: 70% FASTER
LOW CAPEX: SAAS
SCALE = NO IDLE INVENTORY
WE ARE SPECIALISTS
WHY WE MAKE SENSE?
CASE STUDY: Client X
SALES CONVERSION RATE
>7x >4x 128% 88%
CLIENTS CART CONVERSION
New customers Repeat customers
Presentación Arian Gonzalez / Osomm - eRetail Day México 2017
172%
Q1 ANNUAL GROWTH
Algunas lecciones aprendidas…
UNA COSA ES TOMARSE EL KOOL-AID OTRA ES CREER QUE CON ESO
VAMOS A CRECER SANOS Y FUERTES
IDEA = 10%, FUNDING = 10%, EJECUCIÓN = 80%
“LA VISIÓN ES TODO LO
QUE CUENTA”
2007

“Our innovative approach, using
web 2.0 based standards, lets
developers create amazing new
applications through the Safari
Plugin, while keeping the Iphone
secure”
JUNIO 11, 2007
STEVE JOBS EXPLICANDO PORQUÉ
NO DEBE DE HABER APLICACIONES
DE TERCEROS EN EL IPHONE.
2008-2013
>1 M APPS
> 60 B descargas
>30 B en ingresos

“VISIÓN” DE STEVE JOBS:
•  MÁS PLANNING QUE DOING
•  PLANEACIÓN CON GRANDES REPORTES Y/O
NÚMEROS DE MERCADO
PRUEBA/ ERROR + PIES EN LA TIERRA
“The great thing about fact-based decisions
is that they overrule the hierarchy.”
Jeff Bezos
“EL DINERO NO ES LO
IMPORTANTE”
“I AM THE KING OF THE
WORLD”
ÚNICO
VALIOSO
ÚNICO
VALIOSO
EL TIEMPO ES TU RECURSO
MÁS IMPORTANTE
¿Qué es lo que puedo hacer
hoy qué me acerque más a
ser valioso o único?
Enfócate en cómo quieres
que sean las cosas

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Presentación Arian Gonzalez / Osomm - eRetail Day México 2017

  • 2. MEXICO´S LARGEST FASHION SPECIALIZED MARKETPLACE
  • 4. AMAZON VS. TOP 5 B&M RETAILERS MARKET CAP, MARCH 27 2017
  • 5. NUMBER OF RETAILERS WITH 10 BILLION+ 3 ONLINE >100 OFFLINE
  • 6. 4,206 4,334 4,445 4,568 4,694 4,818 261 298 341 385 432 482 5.8% 6.4% 7.1% 7.8% 8.4% 9.1% 3,000 3,500 4,000 4,500 5,000 5,500 2013 2014 2015 2016 2017 2018 Milesdemillones Retail E-Commerce % of Retail TOTAL US RETAIL SALES 2013-2018e
  • 7. NUMBER OF RETAILERS STORES CLOSING IN EARLY 2017 >3,200
  • 8. NUMBER OF RETAILERS STORES CLOSING ESTIMATE FOR 2017 >8,000
  • 10. MEXICO’S E-COMMERCE POTENTIAL •  Large online market: With over 50M Internet users, Mexico is ranked 10th in the world. •  Attractive white space: Out of the top 15 economies in the world, Mexico is the country with the smallest online to total retail ratio (less than 1.5%). Internet Users 2016 (million) 1.  China 721 2.  India 462 3.  US 286 4.  Brazil 139 5.  Japan 115 6.  Russia 102 7.  Nigeria 86 8.  Germany 71 9.  United Kingdom 60 10. Mexico 58 >30 million >70 million mobile users1 smartphones1
  • 11. MEXICO’S E-COMMERCE POTENTIAL •  Large online market: With over 50M Internet users, Mexico is ranked 10th in the world. •  Attractive white space: Out of the top 15 economies in the world, Mexico is the country with the smallest online to total retail ratio (less than 1.5%). 5.8% 6.4% 7.1% 7.8% 8.4% 9.1% 2013 2014 2015 2016 2017 2018 % of Retail CHINA15% BRAZIL3.0%
  • 12. MEXICO’S E-COMMERCE POTENTIAL •  Large online market: With over 50M Internet users, Mexico is ranked 10th in the world. •  Attractive white space: Out of the top 15 economies in the world, Mexico is the country with the smallest online to total retail ratio (less than 1.5%). 5.8% 6.4% 7.1% 7.8% 8.4% 9.1% 2013 2014 2015 2016 2017 2018 % of Retail CHINA15% BRAZIL3.0% 1.5% MEXICO
  • 13. Retail E-commerce Sales in Mexico (US B)1 2014 2015 2016 2017 2018 366 CAGR: 4.9% 11.5 2014 2015 2016 2017 2018 386 406 426 445 Total Retail Sales in Mexico (US B)1 9.4 7.5 5.9 4.6 CAGR: 26.0% •  Fast growth •  Growing middle class •  Retail´s low penetration in medium to small cities. MEXICO’S E-COMMERCE POTENTIAL
  • 14. •  LOW MARGIN BUSINESS •  HIGH CUSTOMER ACQUISITION COSTS •  HIGH CAPEX •  NO EXPERTISE •  LOW SCALE = OPPORTUNITY COST OF INVENTORIES MAIN CHALLENGES FOR AN E-COMMERCE IN MEXICO COSTLY LEARNING CURVE + LOW PROFITABILITY FOR MID-TERM INVESTMENTS
  • 16. BRAND´S E-COMMERCE FULL & OFF- PRICE PERMANENT CATALOG FULL-PRICE PERMANENT CATALOG OFF-PRICE PERMANENT CATALOG PRODUCT IS CONSIGNED IN OUR WAREHOUSE Fulfilled by
  • 17. IT INFRASTRUCTURE / PAYMENTS GATEWAY WAREHOUSE / LOGISTICS CONTENT PRODUCTION / CATALOG MANAGEMENT CUSTOMER SERVICE MARKETING / CRM/ PROMOTIONS MANAGEMENT OMNI-SOLUTION ✓   ✓   ✓   ✓   ✓  
  • 18. OPERATING STORES IN PIPELINE 8 10 OMNICOMMERCE STORES
  • 19. COST REDUCTION TIME TO MARKET: 70% FASTER LOW CAPEX: SAAS SCALE = NO IDLE INVENTORY WE ARE SPECIALISTS WHY WE MAKE SENSE?
  • 20. CASE STUDY: Client X SALES CONVERSION RATE >7x >4x 128% 88% CLIENTS CART CONVERSION New customers Repeat customers
  • 24. UNA COSA ES TOMARSE EL KOOL-AID OTRA ES CREER QUE CON ESO VAMOS A CRECER SANOS Y FUERTES IDEA = 10%, FUNDING = 10%, EJECUCIÓN = 80%
  • 25. “LA VISIÓN ES TODO LO QUE CUENTA”
  • 26. 2007 “Our innovative approach, using web 2.0 based standards, lets developers create amazing new applications through the Safari Plugin, while keeping the Iphone secure” JUNIO 11, 2007 STEVE JOBS EXPLICANDO PORQUÉ NO DEBE DE HABER APLICACIONES DE TERCEROS EN EL IPHONE. 2008-2013 >1 M APPS > 60 B descargas >30 B en ingresos “VISIÓN” DE STEVE JOBS:
  • 27. •  MÁS PLANNING QUE DOING •  PLANEACIÓN CON GRANDES REPORTES Y/O NÚMEROS DE MERCADO
  • 28. PRUEBA/ ERROR + PIES EN LA TIERRA “The great thing about fact-based decisions is that they overrule the hierarchy.” Jeff Bezos
  • 29. “EL DINERO NO ES LO IMPORTANTE”
  • 30. “I AM THE KING OF THE WORLD”
  • 33. EL TIEMPO ES TU RECURSO MÁS IMPORTANTE
  • 34. ¿Qué es lo que puedo hacer hoy qué me acerque más a ser valioso o único?
  • 35. Enfócate en cómo quieres que sean las cosas