Tài liệu về niche small is beautiful.
Trang 1NGUYEN NGOC HIEU
Digital Media Director
Ringier Vietnam
Trang 2NICHE STRATEGY
SMALL IS BEAUTIFUL
www.marry.vn
Trang 3OVERVIEW STATS
Aug.2010
LAUNCH
Trang 4OVERVIEW STATS
#1 WEDDING WEBSITE IN VIETNAM
(9 MONTHS)
Trang 5OVERVIEW STATS
THE ONLY ONLINE COMMUNITY PUBLISHED MAGAZINE
Trang 6SECTION QUOTE
I've got engaged recently and so happy to find out
about Marry I am sure it's going to be one of the best
resources for Vietnamese women We are really in need
of more and more directories like this Keep up your
great job!
Organizational Development Manager
Dale Carnegie Vietnam
Trang 9OVERVIEW MARKET SHARE
Trang 10MONTHS
Trang 11OVERVIEW MILESTONES
Trang 12SALES FORECAST & ACTUAL
ForecastActual
Trang 14CUSTOMER SEGMENTS
Trang 1562%
TARGET USER
* HerVietnam Survey 2010
Trang 16WOMAN
TARGET USER
Trang 19Woman Age: 25-34 ABC Class
ChildcareWeddingLoveBeautyCareerCookingHome
Trang 21Is it potential?
MARKET RESEARCH
Trang 22OVERVIEW MARKET RESEARCH
$5.300
$11.200
In Big Cities AVERAGE WEDDING BUDGET
Trang 242.200
WEDDING SERVICE VENDORS
MARKET RESEARCH
Trang 25SECTION MARKET RESEARCH
We have no place to spend money our marketing
budget!
Nguyen Hoang Nam
Business Director
HCMWedding Venue
Trang 26• Most important event of our [target]
• Big money will be invested to that event
• No-one dominate market (green ocean)
Wedding OPPORTUNITIES
Trang 27Wedding is Potential!
YES!
Trang 28VALUE PROPOSITIONS
Trang 29Consultant Corner Photo Gallery Community/Social Networking
Trang 301 Looking for Service Provider
2 Consult from real Experts
3 Consult from Others
WEDDING PROBLEMS & SOLUTIONS
Trang 33CHANNELS
Trang 34BENEFITS FOR USER
Top Listing Best Articles Community Activities
Trang 35FOR ADVERTISER
Banner Ads
PR Articles Category Sponsor Search Sponsor Consultant Corner
Newsletter Ads Promotion Email Notification Email
Print Ads
PR Articles Listing Photo Collection
BENEFITS
Trang 36REVENUE STREAMS
Trang 37Self Introduce from service provider
Official Review from Marry
Albums, photos from this service provider Rate, Like, Share from Community
Review from other users
Trang 39Category Sponsorship
Trang 40OVERVIEW EMAIL PROMOTION
Put [our customer] right in the front of [our user] right
at the time they need!
Trang 41 We are still SMALL*
(* VERY SMALL)
Trang 42WEDDING WHY SMALL IS BEATIFUL?
Trang 43Visits/Month
20%
LOOKING FOR SERVICE
Trang 44OVERVIEW MAGAZINE
ForecastActual
Trang 45• Launch: April 2011
• 2x Advertising Sales Target in 2 weeks
OVERVIEW MARRY MAGAZINE
Trang 46OVERVIEW MARRY MAGAZINE
Trang 47OVERVIEW MARRY MAGAZINE
K ỷ lục mới tại Tiki: Cẩm Nang Cưới MarryWEDDING sau 1 ngày xu ất hiện tại Tiki.vn ngay l ập tức xếp số 1 danh sách Bestseller , hơn
c ả Kindle 3 và Mật Mã Tây Tạng
Haizz, ph ải chi xuất bản sớm hơn thì em đã mua cho b ạn em được rồi
Trang 48• Launch: April 2011
• 2x Advertising Sales Target in 2 weeks
OVERVIEW MARRY MAGAZINE
Trang 49OVERVIEW NICHE TARGET
Trang 50MONTHS
Trang 51OVERVIEW SALES
Jun‐10 Jul‐10 Aug 2010 Sep Oct Nov Dec Jan 2011 Feb Mar Apr May Jun 2011
ForecastActual
Trang 52OVERVIEW SCALE
2010 2011
2012
Trang 53OVERVIEW SCALE
Trang 54OVERVIEW SCALE
Trang 55OVERVIEW SCALE
#1COOKING WEBSITE IN VIETNAM
Trang 56OVERVIEW ADVANTEGES
• Not too much competitor (even Blue Ocean)
• Very cost effective
• Focus easy to recruit user
• Focus easy to sell (to the right client)
Trang 57OVERVIEW TIPS
• Start from: Are you crazy? ideas
• Survey! Survey! Survey!
• Define your USPs (Unique Selling Points)
• Niche !== Small Market
• Do not go Mass with the same brand
• Recruit the right people with passion
Trang 58MARRY.VN STRATEGY ANALYSE
Trang 59Thank you!
NGUYEN NGOC HIEU
ngochieu.com