E-commerce for Management Consultants & Business Analysts

Let's start with a short introduction

A little bit about me and my experience

Let's see how the course is organized

Here I will show you what to do if a blurry image appears.

Here I will show you how to find additional resources attached to the course like Excel files, presentations, links, etc.

We will start with some essential concepts around e-commerce. This will help us later on with more advanced issues. We will also see how to create a basic e-commerce model in Excel.

In this lecture, you will get insight t into the business model of different e-commerce companies. The E-commerce business group is very diversified so we will try to show the similarities and differences between concepts. You will learn here the definition of this business model, and see some examples of companies using this business model. You will also understand what really matters in this sort of business, what KPIs you should look at, and what values you can expect. Afterward, I will show you how you can build the model in Excel and what conclusions can you draw from it.

In this lecture, I will show you examples of firms that work in this specific business model.

In this lecture, I will show you how potential customer flow through your business/sites.

In this lecture, I will discuss the KPIs that you should concentrate on in this business.

It is time to discuss the main challenges in this business.

In this lecture, I will show you how you can build the model in Excel and what conclusions can you draw from it.

In the previous section, we showed you how to do a simple business model in Excel for e-commerce. In this section, we will concentrate on modeling the Cash Flow in a simple way.

Imagine that you have to create a financial model that will forecast the cash flow of e-commerce selling cosmetics and related products.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

Funnel Analysis can be used to map and analyze a series of events that lead to a particular goal. In this section, we will discuss what is a funnel analysis and how you can use it to achieve better business results.

Funnel Analysis can be used to map and analyze a series of events that lead to a particular goal. In this section, we will discuss what a funnel analysis is and how you can use it to achieve better business results

Let’s start with a short definition. Funnel analysis is:

• It is a tool that can be used to map and analyze a series of events that lead to a particular goal

• The goal may be Sales, Gross Margin, number of customers acquired, number of projects done

• Funnel analysis can help you manage the process of achieving the goal and find ways to improve the situation

The Funnel Analysis consists of 5 main stages

• Define the goal

• Define the stages that lead you to achieve the goal

• Measure current performance & Find potential improvements

• Test & Analyze results

• Implement

There are many ways to present the funnel analysis. In this lecture, we will discuss the most often used methods.

Now let’s have a look at the general sales funnel for e-commerce. We will look at some examples of how you can approach it.

Imagine that are working for a furniture producer that wants to improve its sales funnel for its e-commerce store. Check which option makes more sense.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

Quite often you want to go deeper and analyze how the sales funnel looks like for different segments, cohorts. This is when cohort analysis comes in handy. In this section, we will see what cohorts are and how to combine them with funnel analyses.

Cohorts:

• It is a group of people, events that share the same defining characteristics

• In many cases, it will be a segment of customers, however, it may also be simply a group of customers who were acquired in the same month or through the same channel

• Cohorts usually have common characteristics, and in the case of customers common experiences, that occur within the given period

• Cohorts help you disaggregate the results, find outliers and improve the business

There are 3 main ways you can use cohort analysis when it comes to sales funnels

• Map KPI behavior in time by cohorts

• Map KPI by sales funnel stages & cohorts

• Compare the KPI for a cohort with the average

Imagine that you work for a consulting firm and you were asked to analyze the sales funnels by industries. Let’s see how the consulting firm performs in different industries.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In some cases, you will have to create more complex models of e-commerce. In this section, we will see how this can be done in practice.

Imagine you are working for a fashion retailer that works in both online and offline channels. You were asked to prepare advanced e-commerce modeling. Let's see how you should do this.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.

Let's discuss the Subscription Business Model.

Without customer acquisition, you will not enjoy much growth. In e-commerce, you will spend a lot of time optimizing and finding more optimal ways to acquire customers. In this section, you will learn how to analyze and optimize customer acquisition.

Let’s start with a short definition

• Customer Acquisition is the process of bringing in new customers or convincing people to buy your products

• During customer acquisition, you bring the consumers down the marketing funnel from brand awareness to purchase decision

• The acquisition is done via different methods, and channels.

• Every channel will have its capacity, cost, and duration

• You can approach at different stages in the sales & marketing funnel

Here I will show you the general framework for decreasing the costs in retail

Let's see how we can lower the Cost of Acquiring Customers (CAC)

Let’s start with a short definition

• The Customer Lifetime Value (LTV) is a metric that tells you, how much money a customer generates for you throughout his entire time as a paying customer

• Usually, the longer a customer continues to purchase from a company, the greater their lifetime value becomes

Let's look at some examples of how we can increase the LTV.

Let's look at the general framework for increasing the LTV.

Let’s start with a short definition

• The Payback Time refers to the time it takes to recover the cost of acquiring the customer

• The Payback Time tells us how much time it takes for a customer to pay back his customer acquisition cost

• The value depends on how high the Customer Acquisition Costs (CAC) are and how much a customer contributes each month

• The Payback Time is the key metric for businesses that want to grow sustainably

This business model has been very popular over the last 5 years and successful companies in this model can grow to be truly global players at a big scale.  Here you will get insight into the business model of a 2-sided market, especially marketplaces. You will learn not only the definition of this business model but you will have also the opportunity to see some examples of companies using these models. You will also understand what matters in this sort of business, what KPIs you should look at, and what values you can expect. Afterward, I will show you how you can build the model in Excel and what conclusions can you draw from it.

In this lecture, I will show you examples of firms that work in this specific business model.

In this lecture, I will show you how the potential customer flows through your business/sites.

In this lecture, I will discuss the KPIs that you should concentrate on in this business

It is time to discuss the main challenges in this business

In this lecture, I will show you how you can build the model in Excel and what conclusions can you draw from it.

Let’s have a look at a sales funnel for a marketplace with multiple categories.

As e-commerce has been a significant distribution channel traditional retailers were forced to transform into multichannel players (operating both in traditional stores, the offline world as well as online business). Here I will show you the main challenges and how to tackle them.

Let’s have a look at the main problems with multichannel.

Imagine that you have a chain of physical stores and an online store. What pricing would you use? How you would come up with the right pricing?

In this lecture, I show you the solution to the case you had to solve in the previous lecture

When you start building more stores you are bound to cause a lot of cannibalization. I will show you in this lecture how to approach this subject.

When you start building an online presence you are bound to cause a lot of cannibalization. I will show you in this lecture how to approach this subject.

Let’s have a look at an example of cannibalization

In this lecture, we will solve the previously introduced case study.

In this lecture, we will solve the previously introduced case study.