Tài liệu về niche small is beautiful

NGUYEN NGOC HIEU
Digital Media Director
Ringier Vietnam
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
NICHE STRATEGY
SMALL IS BEAUTIFUL
www.marry.vn
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
STATS
Aug.2010
LAUNCH
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
STATS
#1
WEDDING WEBSITE IN VIETNAM
(9 MONTHS)
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
STATS
THE ONLY ONLINE COMMUNITY
PUBLISHED MAGAZINE
SECTION
QUOTE
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
I've got engaged recently and so happy to find out
about Marry. I am sure it's going to be one of the best
resources for Vietnamese women. We are really in need
of more and more directories like this. Keep up your

great job!
Nguyen Thi My Ngọc(Ms.)
Organizational Development Manager
Dale Carnegie Vietnam
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
10.000
> 11.000
5.000
0
marry.vn vietwedding.vn cuoihoivietnam.com
3.946
no community
OVERVIEW
MEMBER
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
1000
1.182
500
0
marry.vn vietwedding.vn cuoihoivietnam.com
471
OVERVIEW
DIRECTORY
154
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
MARKET SHARE
marry.vn
vietwedding.vn
cuoihoivietnam.com

others
67%
16%
5%
12%
* Ringiers Market Survey Partner
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
STATS
• 11.000 USERS
• 150.000 VISITS/MONTH
• RANK 1.258 IN VIETNAM
 We are SMALL*
(* VERY SMALL)
9
MONTHS
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
8/2010 9 10 11 12 1/2011 2 3 4 5 6
2
FIRST CLIENT
(EMAIL PROMOTION PACKAGE)
AFTER
MONTHS
4
2x
SALES TARGET
AFTER
MONTHS
THE FIRST
WEDDING WESBITE

PUBLISHED MAGAZINE
(x2 SALES TARGET)
LAUNCH
OVERVIEW
MILESTONES
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
SALES
FORECAST & ACTUAL
Jun‐10 Jul‐10 Aug 2010 Sep Oct Nov Dec Jan 2011 Feb Mar Apr May Jun 2011
Forecast
Actual
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
HOW?
11.000
USERS
150.000
VISITS/MONTH
1.258
ALEXA RANK
What did we do?
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
CUSTOMER SEGMENTS
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
62%
TARGET USER
* HerVietnam Survey 2010
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW

WOMAN
TARGET USER
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
50%
AGE FROM
25 ‒ 35 YEARS OLD
TARGET USER
* HerVietnam Survey 2010
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
•
Woman
•
Age: 25-34
•
ABC Class
TARGET USER
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
Woman
Age: 25-34
ABC Class
Before Married
After Married
0% 20% 40% 60% 80% 100%
Childcare
Wedding
Love
Beauty
Career

Cooking
Home
0% 20% 40% 60% 80% 100%
Childcare
Wedding
Love
Beauty
Career
Cooking
Home
* Ringier Survey Partner 2010
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
MASS USER
Male
Female
MARRYS USER
15 20 25 30 35 40 45 50 55 60
Female
15 20 25 30 35 40 45 50 55 60
25-35
In Love
Plan for Wedding
No Loyalty
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
Is it potential?
MARKET RESEARCH
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
MARKET RESEARCH
$5.300

$11.200
In Big Cities
AVERAGE WEDDING BUDGET
* Statistic from Happy House & 40 other wedding halls
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
3.600
billion
ANNUAL REVENUE
OF WEDDING INDUSTRY
MARKET RESEARCH
* HCMC Statistic Bureau
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
OVERVIEW
2.200
WEDDING SERVICE VENDORS
MARKET RESEARCH
* HCMC Statistic Bureau
SECTION
MARKET RESEARCH
HIEU NGUYEN ¦ ngochieu.com ¦ STRATEGY ‒ SMALL IS BEAUTIFUL
We have no place to spend money our marketing
budget!
Nguyen Hoang Nam
Business Director
HCMWedding Venue