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Est. 1986
2
Decade of double-digit top line growth
$10 million in annual revenue
Abundant opportunities
A pile of cash
A 40% growth pl...
40% expense increase
5% revenue growth
$1 million of profit lost
$750k bank line called
45 days to bankruptcy
2011 Results
Alex Frank
VP of eCommerce at FCP Euro
alex.frank@fcpeuro.com
@alexfrankly
Growth
Death
Inflection
We had to make a notable change
to our business
That change had to be different
than everyone else
We were on a legacy white-box ERP/CMS
We had stretched ourselves too thin
We were disappearing into a commoditized market
...
We could not develop anything on
the platform
We needed a viable Rails
eCommerce solution so we could
quickly prototype
We...
We could not develop anything on
the platform
We needed a viable Rails
eCommerce solution so we could
quickly prototype
We...
We were operating too many
websites
We were selling through too many
channels
The team was scattered across to
many projec...
We were operating too many
websites
We were selling through too many
channels
The team was scattered across to
many projec...
There was a massive amount of
competition
There was clear commoditization of
the products in the market
Market boundaries ...
There was a massive amount of
competition
There was clear commoditization of
the products in the market
Market boundaries ...
We focused on catalog expansion & optimization
We marketed our value propositions
We focused on the speed and usability of...
25% Revenue Growth
Double earnings
Bring our differentiator to the community
Bring in experts in automation & data
Focus a...
95% online sales
50% growth on the website
First meaningfully profitable year
Hires for data & automation are building
app...
Integrate with systems that
keep you nimble
Have the discipline to
abandon distracting activities
Differentiate
Alex Frank
VP of eCommerce at FCP Euro
alex.frank@fcpeuro.com
@alexfrankly
Alex Frank, FCP euro, case study @ open commerce conference 2016
Alex Frank, FCP euro, case study @ open commerce conference 2016
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Alex Frank, FCP euro, case study @ open commerce conference 2016

Presented at the Open Commerce Conference on June 2829, 2016 in New York City

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Alex Frank, FCP euro, case study @ open commerce conference 2016

  1. 1. Est. 1986 2
  2. 2. Decade of double-digit top line growth $10 million in annual revenue Abundant opportunities A pile of cash A 40% growth plan The 2011 Plan
  3. 3. 40% expense increase 5% revenue growth $1 million of profit lost $750k bank line called 45 days to bankruptcy 2011 Results
  4. 4. Alex Frank VP of eCommerce at FCP Euro alex.frank@fcpeuro.com @alexfrankly
  5. 5. Growth Death Inflection We had to make a notable change to our business That change had to be different than everyone else
  6. 6. We were on a legacy white-box ERP/CMS We had stretched ourselves too thin We were disappearing into a commoditized market What we were doing wrong
  7. 7. We could not develop anything on the platform We needed a viable Rails eCommerce solution so we could quickly prototype We needed flexibility for integrations and customizations both for UX & backend logic We were on a cumbersome & inflexible platform.
  8. 8. We could not develop anything on the platform We needed a viable Rails eCommerce solution so we could quickly prototype We needed flexibility for integrations and customizations both for UX & backend logic We were on a cumbersome & inflexible platform. We immediately integrated deeply with industry data formats We developed custom features to build catalogs in mass We abandoned our white-box website and transitioned to the Spree site We Integrated With Spree
  9. 9. We were operating too many websites We were selling through too many channels The team was scattered across to many projects We were distracted
  10. 10. We were operating too many websites We were selling through too many channels The team was scattered across to many projects We were distracted We consolidated extraneous channels We put our employees on the projects that contributed the highest value We abandoned existing revenue in favor of potential performance We focused
  11. 11. There was a massive amount of competition There was clear commoditization of the products in the market Market boundaries were solidified and stable We weren’t standing out in the market
  12. 12. There was a massive amount of competition There was clear commoditization of the products in the market Market boundaries were solidified and stable We weren’t standing out in the market We observed what was causing our customers trouble We identified what the competition was afraid to offer We implemented a lifetime replacement warranty on all car parts We differentiated
  13. 13. We focused on catalog expansion & optimization We marketed our value propositions We focused on the speed and usability of our website and backend The next 2 years
  14. 14. 25% Revenue Growth Double earnings Bring our differentiator to the community Bring in experts in automation & data Focus and convert to 90% web sales The 2016 Plan
  15. 15. 95% online sales 50% growth on the website First meaningfully profitable year Hires for data & automation are building apps to monitor market and competitor trends New FCP race team 2016 Results
  16. 16. Integrate with systems that keep you nimble
  17. 17. Have the discipline to abandon distracting activities
  18. 18. Differentiate
  19. 19. Alex Frank VP of eCommerce at FCP Euro alex.frank@fcpeuro.com @alexfrankly

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