Fast Lane Ventures

7/29/2019 Fast Lane Ventures

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proven business modelsplanned exits

executionyears of experienceriding the curveonstant support

Marketing Drivers in RussianEcommerce

shared services

transparencycorporate governance

reporting standardsradar screen

awareness

entrepreneurs

disproportionate returnfocused searchwise selectionmarket knowledge

analytics

visionlearlyflawless

focuseverageleverage

performance oriented

growthfinancial accounting

understanding

openness

partnership

winner trust ability

success

negotiating

acquisition

invest

accountability

execution powerexperts

recruitment

academia

coaching

contacts

foundersKPIs

networks

ahead

work pressure

people

passion

foresight

fast

Confidential


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Fast Lane Ventures capitalizes on the significant opportunities within the Russian internet sector

one of the most growing sector of economy

Who we are

Achievements

Fast Lane Ventures is aleading developer of internet companies in the high growth Russia

internet market. Our strategic focus is internationally successful ideas in consumer Internet

Unlike traditional venture funds we act as both an operational partner and investor at the same

time: we invest at seed-stage and provide our portfolio companies full operational support,

management and promotion after their launch

We believe in Russian great future and head a new wave ofRussian consumer internet.

5 market sectors covered: e-commerce, consumer service, b2b service, content & advertising,

social services

15companies established

1 company sold

55million USD of investments attracted in Fas Lane Ventures and its portfolio companies

700employees are building start-ups with Fast Lane Ventures

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Who we are


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Preliminary analysis

Step 1

Step 2

Step 3

345

Management,

shareholders and

partners

Internal

analysis

Submitted

projectsAnalysis of investors

portfolios

45 60130Heverest

VitaPortal OdinOtvet

TravelRent

RentHome

Juvalia Kommerstate Lokata

DomGeo

We issued GO on 12

companies

587

146

22

50

In 2011 we launched 12 companies, after considering 580 business models, and

discussing 146 projects in detail on weekly IC

GO

There four major sources of incoming ideas:

Our Investment Criteria:

Go idea has to be based on proven business model Project has clear and fast road to market

Fast Lane Ventures can effectively contribute in day-to-day operations

Project meets seed (EUR 0,3M-0,7M) and cumulative funding (up toEUR 3M-20M) requirements

Currently market niche has low level of competition and project is

positioned to capture leadership

Business model is marketing driven and allows scalability

There clear exit opportunities

PinMe Eventmag HomeFair

How we get new ideas


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Our projects

Ecommerceprojects:

Sapato Shoes

store (sold to Ozon

Feb,2012)

Heverest Sport

and outdoor store

HomeFair Home

goods and

furniture (will

launched April, 30)


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Fast 50 Launch Process Overview

Month

1

Month

2

Month

3

Month

4

Month

5

Month

6

Month

7

Month

8

Month

9

Month

10

Month

11

Month

12

50

days

1) IDEA / GO DECISION 2) PRODUCTION SET UP 3) PRE-LAUNCH

1.1. Idea & Before GO

1.2. Name, Trade Mark & Logo

1.3. Legal Entity

2.1. IT Solution

2.2. HR Core Team

2.3. Financial model & plan2.4. Marketing Strategy

2.5. Operations

2.6. Legal Aspects

2.7. Accounting Aspects

3.1. Alfa Version

3.2.Readiness Test

3.3. Business Controlling

Day 0 - 3

Day 1 - 45 Day 40 - 50

5


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Marketing Drivers


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Main KPIs to measure

Number of visitors Cost per visitor Conversion rate Orders

Cost per Order

Repeat orders

AOV Items per buyer Gross sales (demand)

Gross to net ratio Net Sales

Cancelation rate Email base

0.13%0.23%

0.31% 0.30%

0.91%1.03%

0.10%0.17% 0.22%

0.30% 0.35%0.40%

0.22%

0.40% 0.45%0.55% 0.55% 0.60%

Jul 2011 Aug 2011 Sept 2011 Oct 2011 Nov 2011 Dec 2011

KPI: Conversion rateArchived conversion Critical conversion Planned conversion

282254

597676747246

9327131061911

1158585

320821462174

586956

871522

351104

605698

Jul 2011 Aug 2011 Sept 2011 Oct 2011 Nov 2011 Dec 2011

KPI: Visits


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1. Copycat and further development

1. Copycat at the

start

2. Start of

improvement

just after start

3. Product

manager from

the beginning4. Change of

conversion

rate from 0,3%

to 1%


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2. SEO and SEM is your key to success

SEO: SEO manager should start to work

before the site launch

Its a long-term investment and first

results will be visible after 4-5 months

CPO is decreasing dramatically (from

350 RUB to 50 RUB)

Learnings: Special pages for top queries is

needed

Expensive links do not provide a

comparable effect

Use all of utm tags

SEM: Its a huge work and some things can

be given to the agency

For ecommerce automation is a must:

Automatic bids control depending on

a conversion rate

Automatic ads generation on thebasis of xml feed

Be ready to huge increase in CPC as of

competitors activity

Learnings: Full day context specialist in-house

Control each of ads and keywords Regional, network and search engine

campaigns separation

Good preparation of landing pages


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3. Emailing

1. Start to gather emails

from the first day2. Use partnership

opportunity to get

useres emails

3. Controlling of SPAM

filter in Mail.ru and

Yandex.ru4. At the beginning

mass email, after 9

months RFM and

category segmentation

5. Test systems (Subjects

line, time of sending,

name or withoutname, letter creative

etc)

6. Make email chains


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4. Prepare association rules for x-selling


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4. Advertising in Teaser networks

Vkontakte has a huge audience but the problem is that it required huge human

resources for campaign management.

We use automation tool for it Hi Conversion (www.hiconversion.ru)


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4. TV campaigns

Nothing beats TV in terms

of reach and impact:

If financially feasible use it

as a jump start and

also to boost other

channels.

Use as a support in Yandex

and Mail:

1. Display

2. SEM for slogan and

other triggers


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Initial marketing stage Increase channel penetration, broaden mix Go offline and drive efficiency

4. Stages of marketing development

Broad SEO

Targeted SEM

Aggregators (price

comparison)

Very targeted

display

Re-targeting

Invite a friend

Viral

Lead generators

Broader SEM

Scaling up display

Actively acquired

broad range of

affiliates

Potentially TV

Traffic management

eliminate the

average

Transfer display

deals into

cooperation

Expand offline

marketing

Introduce

integrated

marketing platform

CR, %


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Some thoughts about

ecommerce 2012-2013


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The most important thought of 2012

The problem with Internet is

that its binary. Its 1 or 0. Nomiddle.

Only number 1 get funding(BIG FUNDING) and only

number 1 does big exit.

Dominate one city / one

product / one service before

you do anything else.
http://user-imagescdn.omgpop.com/6a257ffbf83845ddb0bf2f635eaf406b_mediumver.jpg


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CompanyAmountraised, $

'000Date Investors Round Sector

Ozon 100000 Sep-2011Ru-Net, Rakuten, Alpha Associates, Index

VenturesUnattributed E-commerce

Darberry 66000 Aug-2010 Groupon Acquisition E-commerce

Kupivip 55000 Apr-2011

Accel Partners, Mangrove Capital Partners,

Direct Group, Oliver Jung, ARLAN, Balderton

Capital

Round C E-commerce

Biglion 25000 Dec-2011 Tiger Global Management Round B E-commerce

Utinet 13000 Jul-2011 Equity Capital Markets IPO E-commerce

KupiVip 20000 Jan-2010 Accel Partners Round B E-commerce

Ostrovok 12600 May-2011

General Catalyst Partners, Accel Partners,

Atomico, Founders Fund, Kite Ventures, foreign

angel investors

Round B E-commerce

Sapato 12000 Sep-2011Intel Capital, Direct Group, eVenture Capital

PartnersRound C E-commerce

Lamoda 10000 Apr-2011Tengelmann Group, Holtzbrinck Ventures,

KinnevikRound A E-commerce

Wikimart 7000 Mar-2011 Tiger Global Management Round B E-commerceBiglion 6000 Mar-2011 Ru-Net Round A E-commerce

KupiKupon 6000 May-2011 Veritas Financial Europe Round A E-commerce

Vigoda 6000 Mar-2011 Access Industries Round A E-commerce

oktogo 5000 Apr-2011Mangrove Capital Partners, ABRT Venture Fund,

VentechRound A E-commerce

Sapato 5000 Feb-2011Fast Lane Ventures, eVenture Capital Partners,

Direct GroupRound B E-commerce

TOP investment in 2010-2011


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Formula to success

1. Team

2. Make benchmarking

3. Don't afraid to implement innovative approach

4. Fast execution

5. kpi driven business

Very smart marketing

6. Sales methodology is a key

7. Know competitors in detail

Know you clients in detail

8. Attract money feel free to develop the company

There is no low-hanging fruit anymore in Russia.

You have to fight and be more aggressive to win.


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Tatiana Tsvetkova

+7 (916) 6450868

12 Dvintsev Str. bld. 1, Moscow, Russia 127018

[email protected]

http://fastlaneventures.ru/en/

Documents

Fast Lane Ventures