Mydeco Story - David Kelly

Hundreds of home stores. One home

Life as a Start-Up in Affiliate Marketing

• Presentation (40 mins)– Why the home market?

– What is mydeco?

– The Retail Network

– The ecosystem

• Q&A (15 mins)

2

The inefficient, inconvenient experience of buying home design & furnishing products and services1

Lack of opportunity for online engagement around home despite there being a buoyant TV and publishing market

3

The enormous growth of online retailing (+ online advertising)

3

Why the home market?Market Context

Highly fragmented UK furniture market with three key players with 6.2%, 5,6% and 5,5% market share respectively [Verdict 2006]

2007 the US home furnishing and furniture market was worth $121 bn and expected to grow by 55% by 2015 (15% online)

Why the home market?Market Opportunity

UK online sales for homewares, furniture and floorcoverings for 2006 were thought to represent 5% of the total £14bn market

Why the home market?ecommerce trends

• Pureplays growing• Bricks getting online• Category killers emerging• Consumer as producer• Private shopping sites• Social shopping sites• Discount / Cashback sites• The emerging Network

mydeco ExperienceEnd to End Process

• Over 700 UK retailers, 1.6 million unique products, and a curated DesignBoutique of exclusive products

• Multi views e.g. comparison, product only, images only, panoramic

• Search by colour room dimension price, style, discount, retailer, designer

mydeco ExperienceSophisticated shopping experience

• Easy to use• No download required

(built in flash)• Largest 3D model database

of furniture• Continuously updated with

new collections

mydeco ExperienceUsers design rooms with real products

9

mydeco ExperienceManipulate photos to create new designs

mydeco ExperienceShare designs, tips and advice

mydeco ExperienceFind people with similar styles

Use the price slider to find the look for your budget

Select individual products at the price for you, shortlist, or click to buy

mydeco ExperienceBuy the Look (to suit all budgets)

• Updated daily• Broad range of content from

property advice to interiors• Links to products available to

buy online• Global news feed on relevant

designers and brands• Unique design index to show

who and what is ‘hot’ in the industry

mydeco ExperienceRead aspirational editorial from in-house expert team

mydeco ExperienceSeek advice from designers

With 46% of homeowners choosing to make structural, interior design or decorating improvements to their homes, data from RICS Building Cost Information Service, provides users with up-to-date, instant prices for all types of home renovation work

Users get specific costs for jobs, taking into account size of the job and where the customer lives, a great starting point when considering options

mydeco ExperienceBudget for home improvement jobs

Designerpaints.co.uk

wallpaperdirect.co.uk

Retailer Network140+ Charter Partners

• biasing and branded logo display in search

• Onsite Merchandising

• 3D modelling / appearance in visualisation tool

• Leading e-commerce tools on your site: bookmarklet, white label 3D functionality

• personal account management

Retailer NetworkCurrent mydeco Charter benefits:

• PR

• The online design marketplace for unique products

• mydeco Design Boutique - Giving British Designers an online storefront to sell their work on mydeco

• Unique product ranges and exclusive mydeco designs

• Design competitions to find new British and European talent

Retailer Network80 design boutique

Retailer Network560 Affiliates

Users

News Aggregators

MediaCompanies

Bloggers & Niche Publishers

Media CompaniesSocial NetworksBloggers &

Niche publishersRetailers

ecosystem

White LabelRoom Planner

White LabelSearch

Magazine &Content

Bookmarklet

Content Widget

How mydeco fits

ecosystemSyndicated Articles

ecosystemSyndicated Press

Flash/Java widget with integrated, contextual RSS flows to provide greater depth of engagement in the brand content

The widget will be placed as an rich media unit (MPU) on high traffic contextual sites.

This enables drive to site from multiple sources - wherever the widget is published.

The widget and integrated RSS flows have been designed to optimise natural search rankings (SERPs)

ecosystemContent widget

ecosystemPowering Search

ecosystemPowering Design Tools

Next Steps

• Enhancing functionality

• Growing affiliate programme

• Extending mydeco reach in the ecosystem

• Growing marketing programmes & impact

Hundreds of home stores. One home

David Kelly, [email protected]