At Monograph we create office supplies and storing solutions for the creative souls. Our mission is to help you bring out your inner creativity. Here at Monograph we love creativity and playing! At the same time, we have a passion for nice design and we want to provide you with effective solutions which can help you integrate your home office as a part of your personal dŽcor.
16th of May, 2019 Laura Jurevica Benita Ilgenstein Marianna Szkudlarska Sofia Hadzimova Daniel Grabow Jensen
Problem statement How can House Doctor grow profitable revenues by 10% in 2021? Analysis on what Monograph should implement to increase the revenue Assessment on which implements are working the best for increasing the revenue
Consumer trends
Why Germany?
Reason for Monograph
Survey statistics
Personas
Solutions Competitions maps
Market the online shop
Pinterest ads
Instagram ads
Influencer campaign
N N N N N N N N
13 14 15 16 17 18 19 20
Reason for YouTube
Benefits of online shop
Metrics to track
Distribution setup
Human resources (HR)
Gains Costs
Possible difficulties
CONTENTS
Business trends
TABLE OF
N 1 N 2 N 3 N 4 N 5 N 6 N 7 N 8 N 9 N 10 N 11 N 12
Business trends
55%
3rd
$3.5 trillion
Mobile sales
Europe is the 3rd
Market size of
increased by 55% in
biggest ecommerce
ecommerce online
2018 (Shopify)
market (Shopfiy)
(Shopify)
Consumer trends
43%
84%
99%
Of millennials work
Of remote workers
Of people would like
from home at least
enjoy to work from
to work remotely at
once a weak
home (Buffer)
least once in their
worldwide (Deloitte)
career (Buffer)
Why Germany?
82 Million
Biggest population in Europe
$48
Infrastructure
GPD per. capita -
Well developed
12th in Europe
infrastructure and
barriers (A part of the
(Statistictimes)
quick delivery times.
European Union)
Barriers
Thousand
The reason for Monograph Product easiest to sell online from HD brand portfolio Newest brand - established in 2016 Working from home business trend
70% WOMEN
30% MEN Working situation
Age
8%
15 - 18
87%
19 - 30
55%
30+
31%
TIMETIME (31%) PARTPART
17%
TIMETIME (17%) FULL FULL
FULL TIME
STUDENTS TIME FULL STUDENTS 71% (71%)
8%
(8%) OTHERS OTHERS
Preffered products
Buying behaviour
35%
OFFICE STORAGE
IMPULSIVELY IMPULSIVELY 48% (48%)
40%
NOTEBOOKS
PLANNED TO TO PLANNED 24% (24%)
21%
DECOR
AMAZON
RESEARCHING RESEARCHING 27% (27%)
S¯STRENE SØSTRENE GRENE GRENE
LECHTTURM
FLYING TIGER
Personas
Lena, 43 years old _____
Kathy, 21 years old _____
Student at university Studies business Kathy is single Buys stationary as motivation Posts pics of her working to show of productivity and organisation Has work setup still studies in bed
Runs a small fashion PR agency kids
Judy, 36 years old _____
Has 2 kids under 7 Married - husband tradional full time work
Office with 4 employees
Works from home to watch the kids on the side
Places importance on aesthetics and a nice work environment
Proud to be a working mom
Buys flowers for meeting room before every client meeting
Spends time saved on commuting on household Misses the social part of the office
Solution Direct to consumer webshop Online shop w/ current products Target market Germany
Competition map(s) Design
Brand awareness
Competition map(s) Price
Quality
How are we going to market the new online shop?
Pinterest ads
Instagram ads
Influencer campaign
Pinterest ads
68%
97%4
Of active users found
Of the 1000 most
a new brand or
popular search term
product over pinterest
have no brand link
40% 0 The average Pinterest user is 40 years old
Instagram ads Highly customisable and quick feedback Location, demographics and locations.
Monograph can test out and adjust during the process
Influencer campaign Lena Turtler 36 years old, married and mom of 3 children. Working as influencer and founder of Boutique Belgique.
454 k Followers
4.5 k Lorem ipsum Likes per post dolor sit
Influencer campaign Sophie Pirrung University student in Stuttgart
Very active on social media High emphasies on aesthetics
136 k
5.0 k
Followers
Likes per post
Reasoning for YouTube videos Trackable links Embed in onlineshop
100%
4x
tracked globally on YouTube from 2017 - 2018 than in the time frame 2016 - 2017
Brand collaborations with YouTube creators are 4X more effective at driving lift in brand familiarity than those with celebrities
Benefits of an online shop Customer behaviour Data collection
User
Customer
Feedback
Metrics to track On site activities Top performing content Conversion by traffic source Conversion by device type Customer acquisition cost
Distribution setup Logistics currently centralised in Denmark Geographics closeness to GER
IKAST
Human Resources (HR) German PR agency for influencer relations Management for B2C distribution channel / customer relationship IT employees / external agency
Gains User data Consumer feedback Brand awareness Ca. 2.7 mark up - profit Increased sales volume Learning curve
Costs Human resources (HR) Implementation - building of online store Maintance cost of backend Campaign cost - investment
Possible difficulties Decrease of B2B revenue stream Difficulties of B2B revenue stream