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MEET RICK
RICK MOLENAAR (24)CHIEF MARKETING OFFICER AT HELLOPRINTTEAM MEMBER NUMBER 7“THINK BIG, START SMALL AND MOVE QUICKLY”
THE STORY SO FARHELLOPRINT - ROTTERDAM
MEET HELLOPRINT
• ONLINE PRINT PLATFORM: CONNECTS DEMAND AND SUPPLY
• NO OWNED PRODUCTION • TECH AND MARKETING ORGANIZATION• MULTIPLE BRANDS IN MULTIPLE COUNTRIES• ACTIVE IN THE FAST GROWING ONLINE PRINT
MARKET
MAKING ORDERING PRINT EASIER. FOR EVERYONE. EVERYWHERE.
MISSION
GROWTH FROM THE START
May 2013
Jul 2013
Nov 2013
Feb 2014
May 2014
Aug 2014
Nov 2014
Feb 2015
May 2015
Aug 2015
Nov 2015
Feb 2016
€ 0.00
€ 500,000.00
€ 1,000,000.00
€ 1,500,000.00
€ 2,000,000.00
€ 2,500,000.00
REVENUE GROWTH
REVENUE
OUR CULTURE IS OUR FOUNDATIONHELLOPRINT - ROTTERDAM
WE CARE MORE ABOUT VALUES THAN SKILLS
INITIATIVE
AMBITION
TALENT
COURAGE
OUR EXPERIENCEHELLOPRINT - ROTTERDAM
THE EXPERIMENT: UNITED KINGDOM VS. SPAIN
KAARTJE MET DE TWEE LANDEN
UK APPROACH
• INTERNATIONAL TEAM ON OPTIMIZATION
• LOCATED AT HEADQUARTERS
• MINIMUM DEVIATION OF INTERNATIONAL STRATEGY
SPANISH APPROACH
• SPANISH TEAM ON OPTIMIZATION
• LOCAL OFFICE IN VALENCIA, SPAIN
• LOCAL STRATEGY, CREATED FOR THE SPANISH MARKET
LEARNINGSHELLOPRINT - ROTTERDAM
CENTRALIZATION IS KEY
• INTERNATIONAL TEAM AT HEADQUARTERS LEARNS WAY FASTER ABOUT THE MARKET AND CUSTOMERS
• INTERNATIONAL TEAM AT HEADQUARTERS LEARNS A LOT OF OTHER COUNTRIES
• INTERNATIONAL TEAM AT HEADQUARTERS FITS MUCH EASIER WITH CULTURE AND CORE VALUES
OUR DATA DRIVEN APPROACHHELLOPRINT - ROTTERDAM
OUR GOAL: WORLD DOMINATION
THE JOURNEY SO FAR
KAARTJE MET DE HUIDIGE EUROPESE LANDEN
STRUCTURE MARKETING DEPARTMENT
ORGANOGRAM MARKETING DEPARTMENT
NEW COUNTRY LAUNCH PROCESS
MARKET RESEARCH
NO MARKET RESEARCH PAPER OF 180+ PAGES
USE THE DATA THAT IS AT YOUR FINGERTIPS
EXTERNAL DATA• MARKET VOLUME: GOOGLE’S SEARCH VOLUME• LEVEL OF COMPETITIVENESS: GOOGLE’S
PREDICTED CPC
INTERNAL DATA• POTENTIAL TRAFFIC: CTR IN CURRENT MARKETS• POTENTIAL CUSTOMERS: CONVERSION RATE IN
CURRENT MARKETS
STEP 0: CREATE LOCALIZED SHOP
CREATE LOCALIZED SHOP
• TRANSLATION OF THE WEBSHOP• LOCALIZATION OF PRODUCT RANGE AND
WEBSHOP• UNIQUE LOCAL FEATURES: PAYMENT METHODS,
TRUST SIGNS
GOAL: GET AS FAST AS POSSIBLE TO STEP 1 AND GATHER FEEDBACK
STEP 1: GET FEEDBACK FROM VISITORS
GET FEEDBACK FROM CUSTOMERS
SEND TRAFFIC AND GET AS MUCH FEEDBACK AS POSSIBLE• DURING THE ORDER PROCESS• WHEN THEY ARE LEAVING• IN THE CHECK OUT PROCES• ON THE THANK YOU PAGE• AFTER THEY RECEIVED THEIR PRODUCT
GOAL: GET TO KNOW THE MOST OBVIOUS IMPROVEMENTS AND FIX THEM
BE AGGRESIVE IN GETTING FEEDBACK
PRINT SCREEN EXIT INTENT POP UP
STEP 2: OPTIMIZE ON TRAFFIC
OPTIMIZE ON TRAFFIC
MAKE IMPROVEMENTS BASED ON THE DATA YOU COLLECT• TEST WITH ADS• TEST WITH LANDING PAGES• TEST WITH PRICES• OPTIMIZE CAMPAIGNS
GOAL: IMPROVE YOUR CAMPAIGNS, WEBSITE AND PROPOSITION
STEP 3: SCALE
SCALE
EXPAND MARKETING MIX• ADD NEW MARKETING CHANNELS (ACQUISITION
AND RETENTION)• ADD NEW KEYWORDS / CAMPAIGNS• ADD NEW PRODUCTS
GOAL: OPTIMIZE TOWARDS DESIRED RETURN ON INVESTMENT
HOW TO GROW AS FAST AS POSSIBLE?
GO AS FAST AS POSSIBLE THROUGH THE WHOLE PROCESS
TAKE AWAYSHELLOPRINT - ROTTERDAM
DON’T LOCALIZE TOO MUCH
[FOTO HEADQUARTERS]
TEAM
[FOTO LAUNCH FRANCE]
GET FEEDBACK AS SOON AS POSSIBLE
OPTIMIZE BASED ON DATA