20140714 100 days plan DP CBB LAzada

MARKETING 100 DAYS PLAN

Indonesia 

Strictly Confidential

Malaysia 

Philippines 

Singapore 

Thailand 

Vietnam


We have 3 distinct purposes for this presentation

1
2
3

Take stock of how far we have gone
Lay the vision for the next journey
Immediate next steps

2

AGENDA

The last 100-day journey
The next 100-day journey
Immediate next steps

4


We have come a long way, but there are still a lots to 
be done
We have come a long way…

..but there are still a lot to be done

The team has been strengthen

But we want to be the engine of
growth, and there is a lot to get
there

We put major processes in place

But there are still some major areas
of improvement, such as
communication

We have achieved certain
business milestones

But we can be a lot better at some
others

1
People
2
Process

3
Business

5


A1. We are developing the team with many formal 
processes / initiatives in place

More frequent, formal
monthly feedback and
1-on-1 informal training
and coaching

Several department-wide
initiatives are in place
such as speaker series,
Friday workshop led by
SEO team and theme
training are in place

Most important is the

intangible: Overall
sense of ownership
and empowerment - "I
can do it no matter
what" attitude

6


A2. Major processes with problem­solving meeting 
rhythm are in place 

Campaign, one of our biggest revenue
drivers, is running quite smoothly

Consolidated marketing calendar recently
finished, to have overview of all channels

Onsite campaign is in place with clearer
process

Meeting rhythm for each channel with weekly
check in and check out is established
7


A3. Local channels has grown 150% in traffic, 170% in 
orders while CAC is decreasing in past 3 months
GA data

8


A3. We have added 4 new networks while negotiating a 
lot bigger discount for current ones in the last 2 months 
Current
1. Admarket
2. Netlink
3. Eclick
4. Novaad

June
5. Galaxy
6. ADX
(similar to
GDN)
7. CPX

Jul
8. Paragon
9. Vietad
10. Focus on
mobile

Aug
All focus on
mobile

Current discount:
- Admarket: 20%

- Netlink: 37%
- Eclick: 25-35%
- Novaad: 55-70%
9


A3. And mobile, our strategic focus, is growing 266% in 
orders, 112% in CR and 72% in traffic in last 3 months
Orders
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
-

Revenue
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000

-

Jan

Feb

Mar
IOS

Android

Apr

May

Jan

Feb

June

iOS

9.00%
8.00%
0.54%
7.00%
0.29%
1.47%
6.00%

4.33%
5.00%

1,200,000
1,000,000
800,000
600,000
400,000
200,000
Feb
iOS

Mar
Android

Android

Apr

May

June

M-Site

Mobile CR

1,400,000

Jan

Mar

M-Site

Traffic

-

GA data

Apr
M-Site

May

June

4.00%
3.00%
2.00%
1.00%
0.00%
Jan

1.45%

0.54%
0.30%
1.38%

0.68%
0.41%
1.56%

1.02%
0.73%
1.90%

0.98%
0.70%
1.91%

1.85%

2.09%

2.31%

2.36%

Feb

Mar

Apr

May

iOS

Android

M-Site

1.05%
2.54%
2.75%

June

Average

10


A3. Mobile partnership, one of the most important drivers, 
has been growing with more added every month

Jan
1. Mobiistar

April
2. Line
Shocking
Price

May
3. Zalo
4. Adflex

5. Line OA

June
6. Samsung
Galaxy Gif
7. Appota
8. SohaStore

July
9. Ostore
10. Beetalk
11. Foodpanda
12. Viber (in
discussion)

11


A3. Partnership has also been one of the potential 
driver of traffic and growth 
Revenue (USD)
9000
8000
7000
6000
5000
4000
3000
2000
1000

0

8000

3500

3000
1000

Mar
April
May
Comet
Vic – Nikon Conspeed
Fujifilm
Mobiistar
Western Digital

750

June
Thanh My
Fujifilm
P&G

July
Phuc Thinh
Alcatel

12

B1. However, our aspiration is high, and we want to be 
the best team in Lazada 
We need to be constantly hungry for
knowledge and strengthen core
capabilities (e.g. optimization for
Local, content building for SEO team)
We need to be more well-rounded
professionals with excellent analytical,
communication, problem-solving skills
We need to build relationship
within the organization to better
influence decision-making

We need to be the

No. 1
team in Lazada
and there are

a lot to be done

We want to have the owner
mindset to drive growth throughout
Lazada
- strictly confidential -

13

B2. We need to improve our communication, especially 
inter­department

We are still
reactive in
communication

Process can be both
clearer and
communicated
better
14


B3. Organic traffic share has been stagnant and our key 
words in top rank have been low
Organic traffic share
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
0 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1 20 1
2
6/ 4 / 2/ 0 / 7 / 5/ 3/ 3/ 3/ 3/ 3/ 4 / 4 / 4 / 4 / 5/ 5/ 5/ 5/ 6/ 6/ 6/ 7 / 7 /
1/ 1/1 1/2 1/3 2/ 2/1 2/2 3/ 11/ 9/0 7 /0 4 / 12/ 0 /0 8/0 6/ 4 /0 2/0 0 /0 7 / 5/0 3/0 1/ 9/

1 2
1 2
1 2 3
2 2

• Organic traffic has
been stagnant with
slight decline
• Our key words in
top 3, 5, 10 have
not regained
momentum due to
several technical
missteps (turned off
when OOS e.g.)

15


B3. Revenue from local affiliate also has not been 
growing, same for numbers of active affiliates
Number of active affiliate
100
90
80
70
60
50
40
30

20
10
0

Jan

Feb

Mar

Apr

• Both numbers of
active affiliate and
revenue have been
stagnant
• This is due to our
transition to the
new Affiliate
network which has
been technically
finished only in last
3 weeks

May

Revenue (EUR)
40,000
35,000
30,000

25,000
20,000
15,000
10,000
5,000
0
Jan

Feb

Mar

Apr

May
16


B3. Finally, we need to fuel continuous focus on mobile 

Mobile is the future of the company,
and every single employee should
think mobile first
17


AGENDA

The last 100-day journey
The next 100-day journey

Immediate next steps

18


The next 100 days will be both very exciting and 
challenging 
A. People: we aspire to be the best team in Lazada
1 Have individual learning plan
2 Set up formal system for development
3 Continue to foster learning by several initiative such as speaker
series, Friday special topics
B. Business: Mobile, non-paid, and partnership
1 Everyone thinks MOBILE
2 Strengthen non-paid traffic including SEO and Affiliate
3 Transform partnership into a mega-lever
C. Processes: Lean and transparent
1 Make inter-department communication more frequent and transparent
2 Finalize remaining processes such as onsite, campaign etc
- strictly confidential -

19


A1. Developing people should and will always be the 
focus of Marketing department 
1. Everyone has to put development and learning as their primary goal
Have individual learning plan, to be discussed with team leaders / head
Everyone is empowered to go beyond their roles

2. Head and team leaders need to take lead in having a formal system
for development
Formal monthly 1-on-1 feedback session
On the job coaching and learning

Department -wide intiatives to be continued
Speaker series to be continued with next guest will be coming this week
Friday special topics to be more formalized with scheduled topics in the next 1
month
20


B1. We will continue to fuel our focus on all levers for 
mobile growth
Mobile

Download

•

•

X

Traffic

partnership
for free
download

•

Explore
different
distribution
models

•

X

Conversion

Optimize
current
paid traffic

•

Increase
scope for
free traffic

•

Increased
focus on
optimization

•

Better
designed
promotion

Improve
customer
experience

X

Ticket

•

Enforce of
ticket rules

•

Better
customer
targeting

21


B1. We marketing department need a fundamental shift 
in mindset and structure to always think mobile first 
Channel

Local
Facebook
SEM

Description
• To have separate Mobile / Desktop KPIs
• Explore new frontiers in mobile-specific inventories
• Explore mobile CPC
• To shif spending to mobile by having special discount for mobile (fake SKUs
e.g.)
• Have special campaign only for mobile users
• Need to understand implication for new tools / products from Search
Marketing such as targeted email etc
•

Always need to have mobile components with more discount for merchants /
supplier if run on mobile (e.g. Line push, Zalo push)
Local marketing to provide more input on mobile-friendly NL

CRM

•
•

Affiliate

•
•

Have combined Mobile / desktop KPIs

Explore all affiliate who have mobile sites, mobile apps

•

Campaign team will be responsible for both deskstop and mobile campaign

Partnership

Campaign
22


B2. SEO teams need to be fully focused on execution of 
the 3 big initatives

MKP SKU indexing
Focus on getting the MKP
SKUs to be indexed by
the search engines

Customer review
Total overhaul and
improvement to encourage
more customer reviews
onsite

Link exchange
Link exchange with more
frequent tracking and
focusing on quality domains.

All of above initiatives are accompanied with rigorous and regular
tracking of all operational and KPI-related metrics
- strictly confidential -

23


B2. Focus on affiliate need to be reenergized with 
completion of transfer to new system
Active Affiliate
250
200
150
100
50
0

Transfer to new platform
• Focus on helping all
affiliates to transfer to
HasOffers
• Execute education plan for
all affiliate to understand
new system

Revamp communication
• Derive frequent
communication plan with
standardized process for

active affiliates
• Create PR plan to raise
Lazada affiliate program
awareness
- strictly confidential -

Jan Feb Mar Apr MayJune July AugSept Oct

Expand the number of
active affiliates
• Derive tailored
acquisition plan for 3
types of affiliates (big
publishers, medium
affiliates, small
facebookers/bloggers)
24


B3. Partnership needs to be developed into a mega­
lever
1. Pitch process to be more standardized
Regular update of pitching calendar and pitch status
Develop system for recurring partnership

2. Increasing focus on finance
Develop tight tracking system of finished and ongoing partnership with clear
classification (e.g. A/R for retail, cash payment for marketing etc)
Close cooperation with finance team, ideally should have 1 person in finance
to be responsible for partnership finance

3. Close collaboration with retail team
Develop a mutual win-win mentality
Standardized process for retail involvement in lead generation, deal pitching
and monitoring
25