2. Singapore | Thailand | Indonesia | Philippines
2
I
got
2
things
to
share
2
The FUN journey
StartUp in Indonesia
3. Singapore | Thailand | Indonesia | Philippines
3
About
me
3
Computerized
Accounting
Magister Science on Marketing
Online Marketing Analyst,
BD, & B2B
BDM, COO
Business Development Manager
4. Singapore | Thailand | Indonesia | Philippines
4
aCommerce
Indonesia
(1
year
and
growing)
4
5. Singapore | Thailand | Indonesia | Philippines
5
I
got
2
things
to
share
5
The FUN journey
StartUp in Indonesia
6. Singapore | Thailand | Indonesia | Philippines
6
What
is
StartUp?
6
“A startup company or startup is a business in the form of a company, a
partnership or temporary organization designed to search for a repeatable
and scalable business model. These companies, generally newly created,
are in a phase of development and research for markets. The term became
popular internationally during the dot-com bubble when a great number of
dot-com companies were founded.”
- Blank, Steve and Dorf, Bob (2012) -
“A startup is a company working to solve a problem where the solution is not
obvious and success is not guaranteed,”
- Neil Blumenthal (2013) -
“Organizations seeking to produce products and looking for the right
business model to evolve. In Indonesia usually refers to a company that uses
information technology in its products. If not, then it is called SMEs.”
- Lahandi Baskoro (2013) -
7. Singapore | Thailand | Indonesia | Philippines
7
Why
StartUp
is
so
cool?
7
1. Technology = future
3. Skill oriented
2. Less bureaucracy
4. No tie
8. Singapore | Thailand | Indonesia | Philippines
8
How
to
start
a
StartUp?
8
SOURCE: fundersandfounders.com
9. Singapore | Thailand | Indonesia | Philippines
9
StartUp
in
Indonesia
9
Type Industry Traffic Rank # Txns / Day
Store, Marketplace
Multiple Category
Focus in electrtonic/
gadget
21 9,000 – 12,000
Marketplace Multiple Category 120 3,000 - 5,000
Store, Marketplace Fashion 89 3,000 - 5,000
Marketplace Multiple Category 181 5,000 - 7,500
Store Daily Deals 159 5,000 - 7,500
Store Daily Deals 296 1,000 – 3,000
Store Fashion Ladies 413 1,000 - 2,500
Top 10 eCommerce in Indonesia is estimated to generate 40,000
transactions per day with yearly revenue of USD 500Mn
10. Singapore | Thailand | Indonesia | Philippines
10
Online
consumer
behavior
in
Indonesia
10
SOURCE: McKinsey Consumer Insights Indonesia 2013
1 Question asked to the 29% of the population that cited using internet via PC/laptop in past 12 mos.
11. Singapore | Thailand | Indonesia | Philippines
11
Source:: UBS Research, Nielsen, Comscore, PWC HK, ATKearny, researchandmarkets.com, Dailysocial, smu.edu.sg, E-commerce.org.sg
Unit ID SG PH VN TH MY China US
Population M 248 5.2 95 88 67.5 28.9 1350 315
# Online M 75 3.9 33 31 32 18 513 246
% Online % 30% 74% 34% 35% 46% 63% 38% 79%
# Social Media Users # 66 3.6 38 24 27 17 NA 167.8
# E-commerce
Shoppers
# 5.6 1.8 5.8 13.2 14.5 10.5 164 184
E-commerce Shoppers % 7.5% 46% 18% 42% 45% 58% 32% 75%
Retail Sales USD B 134 31 34 108 139 51 2,380 4,700
B2C E-commerce
Market
USD B 0.9 1.1 0.4 0.5 1.1 0.7 190 343
E-commerce % of
Retail
% 0.7% 3.5% 1.1% 0.5% 0.6% 1.4% 8% 9%
Spend Per Spender USD 252 917 172 42 365 68 726 1,864
10X
IDR 10
Trillion
IDR 100
Trillion
Indonesian Market in
the next few years
In
the
next
5
years,
online
shop
transacFons
in
Indonesia
is
expected
to
grow
at
least
10x
11
12. Singapore | Thailand | Indonesia | Philippines
12
Indonesia
growth
driven
by
purchase
outside
JKT
Customers by location (%)
Jakarta
%
shrinks
from
41%
to
22%
in
6
months
Jan Jul
Most
sales
now
already
come
from
outside
BIG
ciFes
Jan Jul
Jakarta
Java
excl.
Jakarta
Jan Jul
70+
%
370
%
Sumatra
Kalimantan
Others
Jan Jul
370
%
300
%
Female
Male
Customers by gender (%) Customers by age group (%)
Source: Internal Data and Analysis of Top Online Retailers in Indonesia
12
13. Singapore | Thailand | Indonesia | Philippines
13
With
AFTA's
progress,
ready
or
not,
e-‐commerce
will
accelerate
cross
border
transacFons
13
• Uncertainty on Custom
could benefit but also hurt
us
• Competition among
Suppliers' countries to grab
ASEAN market
15. Singapore | Thailand | Indonesia | Philippines
15
Different
types
have
different
offline
analogy
&
business
model
15
C2C B2C B2B2C
Business Model Business Model Business Model
Offline Analogy Offline Analogy Offline Analogy
• Listing fee
• Transactions happen
offline
• Gross margin between
COGS vs selling price
• Transactions happen
online
• Commission fee per
transaction
• Transactions happen
online
• Media owner selling
spot to advertisers
• Department store
selling products to
customers
• Mall owner selling
spaces to stores
16. Singapore | Thailand | Indonesia | Philippines
16
B2C
has
different
types
16
Department Store Category Store Brand Store
www.zalora.co.id www.cottonink.co.idwww.saqina.com
www.apple.comwww.electronic-city.comwww.debenhams.com
17. Singapore | Thailand | Indonesia | Philippines
17
Here
are
what
it
takes
to
build
a
successful
e-‐commerce
17
• Online
≠
Offline
• Very
technical
• Require
very
specific
skill
• Online
≠
Offline
• Warehouse
setup
is
different
• System
setup
is
different
• Online
≈
Offline
• You
cannot
outsource
• You
know
your
product
best
18. Singapore | Thailand | Indonesia | Philippines
18
So...
18
Rizkie
Maulana
Putra
E:
rizkie.putra
@acommerce.asia
