Supporting slides for my keynote at the Global Online Marketplaces Summit in Miami

1. LESSONS LEARNED BUILDING ONLINE MARKETPLACES
JUNE 22ND, 2018

2. PRIOR INVESTMENTS
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3. IN A NUTSHELL
VENTURE CAPITAL
• Seed / Series A focus
• Average investment size $400K
• Global strategy: Active in U.S., Europe, LatAm, India
• 60-80 investments per year
• 65% new investments + 35% follow-ons
• Do not lead rounds or join boards
• Co-invest with larger funds we know and trust
COMPANY BUILDING
• Build 1-2 businesses from scratch per year
• Invest $2.5M to $5M per company
• Executive chairman role
• Hands-on role in product, marketing, hiring, strategy &
fundraising
• Expertise in scaling using TV advertising
(FJ has bought over $1B of TV ads)
• US focus but have built companies in Europe + Brazil
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4. INVESTMENT HEURISTICS
$1B+ Potential Value Valid Business Model Initial Unit Economics
Market Leader Potential Scalable & Capital Efficient Growing Market
No Disintermediation Risk Execution Know-How Quality of Team
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5. LESSONS LEARNED FROM BUILDING ONLINE MARKETPLACES
Lessons learned
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6. IDEAL CONDITIONS FOR MARKETPLACES
Fragmented
supply
Fragmented
demand
Discovery
Price transparency
CommunicationTrust
Payment Logistics
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7. DETERMINE STRATEGY TO BUILD INITIAL LIQUIDITY
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Demand
• Selection incentivized
• Lower recurrence
• Finite consumption
• Just-in-time purchasing
Supply
• Financially incentivized
• Higher recurrence
• Excess capacity
• Less time-sensitive
Most marketplaces focus on building supply first

8. 8
MARKETPLACE DESIGN
Buyer
Buyer
Buyer
Supplier
Supplier
Supplier
Double commit
Buyer picks
Supplier picks
Complex, custom
Variety
Commodity
UpWork, Craigslist
Ebay, StockX
Uber, Rev

9. PICK A BUSINESS MODEL
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RakeSaaSVisibility
• Pay for reach and visibility
• Location and category matter
Leboincoin “Popup” fees by category
• Jobs – €4 per ad
• Cars – €3.50 per ad
• Real estate – €4 per ad
• Buyer or seller subscription
• Access to marketplaces, services
Knowde seller-side SaaS subscription
• Knowde sellers pay $4,000 per
premium product page with Lead Gen
and Analytics
• Buy side and/or sell side
• Typical range: 10% - 25%
• Extremes: 1% - 75%
Average take rates
• Uber: drivers pay 25% (Rider Fee)
• Airbnb: host 3% / guest 6% - 12%
(by location and length of stay)
• UpWork: freelancer pays 5% - 20%
(by billing amount)
Listing Fee
• Pay per post
• Location and category matter
Craigslist fees in SF Bay
• Jobs – $75 per post category
• Services – $5 per post
• Brokered apartments – $10 per post

10. 10
NAIL IT BEFORE YOU SCALE IT
Gross GMV
(- discounts, promotions)
Net GMV
(*take rate %)
Revenue
(- variable transactional costs and/or COGS)
Profit margin
(- CAC)
Contribution margin
(Net) LTV = Contribution margin * number of transaction per user
Customer acquisitionLifetime Value
Paid-only CAC =
!"##$%#&'()( *'+,)-./0 '/( 1'#)2 3&2-
# /)5 6'$./0 "2)+2 7+&8 6'.( 9:'//)#2
Blended CAC =
!"##$%#&'()( *'+,)-./0 '/( 1'#)2 3&2-
# /)5 6'$./0 "2)+2
What we look for
12 month LTV ≥ 2x Paid-only CAC
18 month LTV 2x Paid-only CAC
Organic vs paid CAC
<25% organic growth = synthetic growth
<40% paid growth = underinvested in paid channels

11. FOCUS ON UNIT ECONOMICS FROM THE START
High AOV
Low AOV
Low Frequency High Frequency
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12. SUCCESSFUL VERTICALS FOCUS ON ECONOMICS AND PRODUCT
Features horizontals can’t match (1) Features horizontals can’t match (2)
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13. Measuring growing
marketplaces
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14. SINGLE METRIC FOCUS CAN KILL YOU
New listing in Nigeria – somewhere in 2014
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15. ZOOM IN AND SEGMENT
Listings Nigeria per frequency of posting
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16. SINGLE METRIC FOCUS CAN HIDE THE REALITY
Pageviews vs listings
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17. MEASURE THE FULL DYNAMICS OF YOUR MARKETPLACE
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18. Marketing strategy
for marketplaces
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19. DIMINISHING RETURNS OF ONLINE AD SPEND
At small scale it is possible to increase
spending and maintain low CPCs
Increasing spend tenfold by 1) increasing
CPC or 2) expanding number of keywords,
will increase your marginal cost of
acquisition
Beware diminishing returns on online ad spend;
usually happens around a couple hundred thousand dollars monthly ad spend
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20. DIGITAL MARKETING AND SEO VERSUS TV
… but offline marketing will really
move the needle!
Digital marketing and SEO can grow
your business nicely…
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21. TV CAMPAIGNS ESTABLISH NEW PLATEAU
Long tail effect: Total Marketing Spend vs. Pageviews
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22. WIN A MARKET IN A FEW MONTHS
Even against an incumbent competitor you can win the market in
a few months if you’re the only one doing TV properly
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23. Where is the industry
heading
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24. VERTICALIZATION OF THE HORIZONTALS CONTINUES
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25. CONTINUED VERTICALIZATION OF HORIZONTALS
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26. CLASSIFIEDS ARE BECOMING TRANSACTIONAL: WALLAPOP
Fully transactional website Visibility revenue Shipping and logistics
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Optional buyer-paid escrow service €0.99 per visibility Bump Variable shipping + service fees

27. CLASSIFIEDS ARE BECOMING TRANSACTIONAL: VINTED
Fully transactional website Visibility revenue Shipping and logistics
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Variable shipping + service fees€1.95 per visibility BoostBuyers pay €0.70 + 5% of sale price

28. MOVING FROM DOUBLE COMMIT TO MARKETPLACE / SUPPLY PICK
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29. B2B MARKETPLACES – THE HOLY GRAIL
Examples
High Margins of 20%+
High Average
Order Value
High
Recurrence
B2B Marketplaces have attractive characteristics that makes them more resilient
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30. AMAZING THINGS LIE AHEAD!
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Thank you!

31. Thank you.
F A B R I C E G R I N D A
fabrice@fjlabs.com
J O S E M A R I N
jose@fjlabs.com
19 W 24th Street, 10th Floor, New York, NY
www.FJLabs.com
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