2009 new business plans
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2009 New Business Plans. Executive Summary. 2009 will see New Business continue to drive a bigger share of overall revenue for eBay Australia and a significant proportion of it’s growth - PowerPoint PPT PresentationTRANSCRIPT
2009 New Business Plans
2 eBay Inc. confidential
Executive Summary
• 2009 will see New Business continue to drive a bigger share of overall revenue for eBay Australia and a significant proportion of it’s growth
• With the right investment and focus, New Business could deliver $44.5m revenue in 2009; an increase of 47% YoY
• Motors will continue to deliver solid results, whilst most growth will come from Advertising
• Whether we get there also depends largely on eBay’s willingness as a business to think long term and to make bold moves around advertising including establishing an in-house sales force and increasing ad units available on site
3 eBay Inc. confidential
Agenda
• New Business Lookback
• 2009 Strategy
• Revenue and expenses
• Plans– Advertising
– Verticals
– Motors
• Headcount Requirements
4 eBay Inc. confidential
New Business - 2008 Review
• Accelerated advertising revenues 290% YoY
– Display, 660% YoY
– Text, 228% YoY
– eBay now #8 publisher in Australia!
• Motors business healthy– Motors revenue 30% YoY
– Cars GMV growth 30% YoY
– Live listings doubled in last 12 mths due to Drive partnership
• Entered previously non-addressable segments through partnerships
– Lotsofhotels.com.au – Travel
– Jobs – CareerOne, $960k max revenue pa
– Real Estate – Domain, $140k test, 4 mths
– Active discussions with Services & DDG
• Huge learnings from new innovations that can be applied to 2009 initiatives eg
– Motors microprojects; technical issues, traffic drivers, technology partner selection
– Integration with marketing processes
Successes
• Advertising:– Lack of on site inventory to sell
– Need to maximise monetisation on display and premium content
– Build more integrated & flexible solutions for advertisers with more technical product resource
– Cross functional marcoms process unsustainable for ad sales due to tight lead times
• Motors – Driving demand to match supply
– Stepped improvement in UE
• How to most effectively enter non-addressable segments & nurture their performance?
• Rapidly applying learnings from 2008 to 2009 initiatives and scale, scale, scale!
Challenges
5 eBay Inc. confidential
Revised New Business Strategy: 2009
New Business Strategy: Leverage eBay asset portfolio to tap into the broader eFees market
Position eBay as major publisher
through display, SP, text advertising & Ad
Centre
Build Motors as mainstream place to
buy cars by optimizing the UE &
driving demand
Build tightly integrated new
verticals in traditionally non-
addressable markets
Verticals like Jobs, RE, & DDG appear on site as
a seamless eBay experiences, powered by
blue ribbon partners
eBay to be #8 publisher and be top of mind formajor AU advertisers
Build top of mind consideration whilst
matching right type of buyers to right type of cars
Support AU marketplaces strategy
by leveraging NB expertise
New Business to consult to
marketplaces to develop & execute on core strategy
NB to add value by providing expertise across
product, analytics,Business development
Accelerate advertising revenue stream
1Build & nurture
verticals
2Broaden appeal of
Motors
3
6 eBay Inc. confidential
Revised New Business Strategy: 2009
New Business Strategy: Leverage eBay asset portfolio to tap into the broader eFees market
Position eBay as major publisher
through display, SP, text advertising & Ad
Centre
Build Motors as mainstream place to
buy cars by optimizing the UE &
driving demand
Build tightly integrated new
verticals in traditionally non-
addressable markets
Support AU marketplaces strategy
by leveraging NB expertise
New Business to consult to
marketplaces to develop & execute on core strategy
Accelerate advertising revenue stream
1Build & nurture
verticals
2Broaden appeal of
Motors
3
Finding Selection LoyaltySelection
7 eBay Inc. confidential
New Business aspiration of $44.5m in 2009, 47% YoY growth
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
2006
Q1
2006
Q2
2006
Q3
2006
Q4
2007
Q1
2007
Q2
2007
Q3
2007
Q4
2008
Q1
2008
Q2
2008
Q3
2008
Q4
2009
Q1
2009
Q2
2009
Q3
2009
Q4
Quarter
Rev
enu
e
2006
$8.7m
2008
$30.2m
2007
$14.9m
2009
$44.5m
8 eBay Inc. confidential
New Business revenue growth primarily driven by a 67% YoY increase in Advertising revenues
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
$40,000,000
$45,000,000
$50,000,000
2008 2009
Year
Rev
enu
e
Vehicle Revenue Silverstone Drive Total Text Total Graphical Adcenter
Advertising
$29.1m
Motors
$15.3m
2008
$30.20m
2009
$44.5m
9 eBay Inc. confidential
2009 New Business Expense Request of $4m
New Business Budget Summary Q1 09 Q2 09 Q3 09 Q4 09 TotalMotors 653,606$ 581,587$ 636,182$ 595,523$ 2,466,898$ Ad Sales 82,841$ 115,135$ 134,968$ 94,664$ 427,606$ Services 5,000$ 20,000$ 25,000$ 10,000$ 60,000$ Mobile 2,000$ -$ 2,000$ -$ 4,000$ DDG 5,000$ 20,000$ 10,000$ 20,000$ 55,000$ Travel 34,000$ 90,000$ 35,000$ 45,000$ 204,000$ Jobs 15,000$ 10,000$ 15,000$ 5,000$ 45,000$ Real Estate 15,000$ 10,000$ 15,000$ 20,000$ 60,000$ Shipping 16,000$ 13,000$ 3,000$ 3,000$ 35,000$ Research 40,000$ 40,000$ 40,000$ 40,000$ 160,000$ Operations
66,000$ 66,000$ 66,000$ 66,000$ 264,000$ Other 11,000$ 11,000$ 11,000$ 11,000$ 44,000$ Contractor 131,000$ 201,000$ 201,000$ 201,000$ 734,000$ T&T 49,981$ 40,575$ 24,307$ 59,634$ 174,496$ TOTAL 1,126,427$ 1,218,296$ 1,218,457$ 1,170,820$ 4,734,000$ Less: Contractors 995,427$ 1,017,296$ 1,017,457$ 969,820$ 4,000,000$
Contractor expenses included in case our request for new HC is not fulfiled
10 eBay Inc. confidential
2009 Projected Expenses of $4m - assumes we get our full HC ask
2009 New Business Expenses (ex contractors)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q1 09 Q2 09 Q3 09 Q4 09
Other
Operations
Research
Shipping
Real Estate
Jobs
Travel
DDG
Mobile
Services
Ad Sales
Motors
11 eBay Inc. confidential
ROI Summary
*Other includes: shipping, operations, research, T&T
ROI Summary Costs Revenue ROIMotors 2,466,898$ 15,385,928$ 524%Ad Sales 427,606$ 26,665,443$ 6136%Verticals 459,000$ 2,474,478$ 439%Other costs (ex contractors) 646,496$ Total 4,000,000$ 44,525,848$ 1013%
Total with contractors 4,734,000$ 44,525,848$ 841%
12 eBay Inc. confidential
Revised New Business Strategy: 2009
New Business Strategy: Leverage eBay asset portfolio to tap into the broader eFees market
Position eBay as major publisher
through display, SP, text advertising & Ad
Centre
Build Motors as mainstream place to
buy cars by optimizing the UE &
driving demand
Build tightly integrated new
verticals in traditionally non-
addressable markets
Verticals like Jobs, RE, DDG etc should appear
on site as a seamless eBay
experience, powered by blue ribbon partners
eBay to be #8 publisher and be top of mind formajor AU advertisers
Build top of mind consideration whilst
matching right type of buyers to right type of cars
Support AU marketplaces strategy
by leveraging NB expertise
New Business to consult to
marketplaces to develop & execute on core strategy
NB to add value by providing expertise across
product, analytics,Business development
Accelerate advertising revenue stream
1Build & nurture
verticals
2Broaden appeal of
Motors
3
13 eBay Inc. confidential
0
200
400
600
800
1000
1200
2006A 2007A 2008F 2009B 2010 2011
MA / DC
Intl - Display
Intl - Text
US - Display
US - Text
Advertising net revenue (USD mio.)
50
• Launch US Text Ads
• Text Targeting (Kairos)
• Intl display• AdCommerce
Beta• ePN
• Design to advertise
• New ad placements
• Sales org• PubCommerce
launch
• AdCommerce display
• PubCommerce ramp up
• Bring sales force in-house
• M&A
Key events
1,000
700
450
280
143
+ 186% + 96% + 61% + 55% + 43%YoY Growth
• Launch Int‘l Text Ads
• Turnaround Y! relationship
Globally, eBay Advertising has been asked to build plans to deliver US$1B revenue in 2011
• Network effects in adnetwork kick in
• Leading sales network
• M&A
Advertising
14 eBay Inc. confidential14
General online advertising in Australia is forecast to grow at 23% YoY in 2009
$0
$200
$400
$600
$800
$1,000
$1,200
2007 2008 2009 2010 2011 2012
AU$
mill
ion
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Revenue YoY growth
*Source: Frost & Sullivan, Online General Advertising Market. Period: 2007/8. Country: Australia. Excludes text advertising
Australian General Ad Revenue Growth*
Advertising
Key Industry Trends*
• Growth dominated by performance and next generation brand marketing eg integrated content, video, eDM
• Most major publishers losing share to vertical and niche players (incl eBay)
• 51% Online advertising spend driven by Banking, Finance, Insurance, Auto, Communications
• Digital media advertising well placed to capture more spend as the economy slows and marketers seek more cost effective campaigns
15 eBay Inc. confidential15
eBay’s goal is to maintain or better it’s # 8 ranking as the market grows
*Source: Frost & Sullivan, Online General Advertising Market. Period: 2007/8. Country: Australia. Excludes text advertising
$0
$20
$40
$60
$80
$100
$120
Nin
em
sn
Fai
rfax
NDM
Yah
oo!7
Sensi
s
Ad N
etw
ork
1
REA
Gro
up
2008 Publisher Share of AU Online Advertising market* (display + text)
2009 Goal: $29m
Advertising
$A
U m
illio
ns
16 eBay Inc. confidential
AU advertising strategy is to maximise revenue by offering products for different segments of Advertisers along the yield curve
Site Volume
eCPM
Premium Display Ads in-house
Advertising
Partners powering eBay Verticals
Strategic partnerships
Ad Centre
Remnant display ads
Text Ads (Google + SDC)
Advertising Yield Curve
17 eBay Inc. confidential
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,00020
08
Goo
gle
Tex
t
SD
C
Age
ncy
Rem
nant
SP
G
Adc
ente
r
Ver
tical
s
2009
$17.4m
$2.6m $0.2m
$2.3m$1.6m $-0.9m
$3.6m$2.1m $29.1m
Let’s look at where the growth in Advertising is coming from…
Breakdown of Advertising Revenues: 2008 vs 2009
Sal
es
For
ce
Advertising
18 eBay Inc. confidential
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,00020
08
Goo
gle
Tex
t
SD
C
Age
ncy
Rem
nant
SP
G
Adc
ente
r
Ver
tical
s
2009
$17.4m
$2.6m $0.2m
$2.3m$1.6m $-0.9m
$3.6m$2.1m $29.1m
Let’s look at where the growth in Advertising is coming from…
Breakdown of Advertising Revenues: 2008 vs 2009
Sal
es
For
ce
FD selling display until
30/6/09
Use in house sales team
from 1 July to sell premium
display
Most 08 SP revenue now appears in “Verticals”.
In 2009 will include ads
from finance, telcos, mobile,
FMGC, etc
Includes Jobs, DDG,
Travel (LOH), Real
Estate, Services
Outsource lower value
display to at least 2 remnant agencies
Full launch in Feb. Will replace
Featured Plus when Dynamo launches
Advertising
19 eBay Inc. confidential
Investing in Advertising in 2009 has the potential to grow Display Ad Revenues to $10.1m, 108% YoY growth
YoY Growth - eBay
YoY Growth - industry
Display Advertising Revenues
(Sales force + remnant + SP + verticals)
127% 80%
23% 23%
Revenue ROI
2009
$10.1m
2010
$18.3m
Advertising
* Verticals includes travel. 2010 assume sales force ramping, STR and CPM improve YoY. High level, top down forecast
Invest in sales team, infrastructure
& industry marketing
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10
0
2
4
6
8
10
12
14
16
18
20
20 eBay Inc. confidential
We could deliver $1.1 to $1.9m incremental revenue in 2009 with an in house sales force vs continuing with Fairfax Digital
Graphical Revenue Comparison: stay with Fairfax vs in house sales/remnant strategy
Assumptions: FD over deliver on rev gtd by 10% and grow 15% YoY in 2010; eBay revenue equals premium display + remnant + SP + verticals less travel (LOH). Travel excluded as it would not be impacted by whether sales force is in house or with Fairfax
Incremental revenue potential of $7.8m-
$10.54m in 2010 as the sales force scales and
we improve monetisation
Advertising
Rev
enu
e $m
$8.68$9.82$9.78
$17.56
$10.58
$20.36
$0
$5
$10
$15
$20
$25
2009 2010
Stay with FDIn house sales force + remnant: low caseIn house sales force + remnant: medium case
21 eBay Inc. confidential
Accelerating Display Advertising Revenues – Assumptions
• Get commitment for 4 new HC (excluding Glen – currently being converted to FTE) ie 2 x sales managers, 1 sales support, 1 trafficker
• Commence recruitment for new HC early Q1 09 with a view to starting new team in early Q2 09
• New business allocated less aggressive SP/verticals revenue targets in Q1/Q2 09 in order to devote time to set up in house sales operation
• Assume no over performance from Fairfax in Q1/Q2 09 as they will know our “in house” plan from 31 March 09
• Major variables in the revenue model:– % inventory we sell in house vs outsource to remnant agencies– CPM rate applied to premium and remnant inventory– Sell through rate
• eBay globally support advertising through the creation of new placements including integrated content, streaming videos and behavioural targeting
Advertising
22 eBay Inc. confidential
In House Sales Force – Direct Costs
2009 Expenses $
Sales material $10,000
Advertiser entertainment $6,000
Launch event $25,000
PR $16,000
Attendance at industry events $20,000
Sponsorship of industry events $29,000
Infrastructure $85,000
Sub Total $191,000
Contractors (Preferred scenario is FTEs)
Sales Development Manager $300,000
Sales managers x 2 $144,000
Sales Support $45,000
Trafficker $45,000
Sub Total $534,000
TOTAL $725,000
Advertising
23 eBay Inc. confidential
To Summarise the Display Ad Opportunity….
Invest $191k + 4 FTEs to
generate incremental revenue
of $1.1-$1.9m,
with 1 year ROI of 10X
Advertising
24 eBay Inc. confidential
Ad Centre is a simple & effective solution to replace Featured Plus for sellers
Utilise existing Featured Plus! checkbox option in SYI/listing tools and Billing, displaying such listings randomly in the same Ad Widget at the top of Search Results Pages
Buyer’s ViewSeller’s View
Advertising
25 eBay Inc. confidential
Ad Centre forecast to deliver $3.6m revenue in 2009
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
2009
M01
2009
M02
2009
M03
2009
M04
2009
M05
2009
M06
2009
M07
2009
M08
2009
M09
2009
M10
2009
M11
2009
M12
Advertising
Ad Centre Revenue Forecast
Launch Ad Centre with category specific pricing to maximise adoption
Key Assumption
Convert 50% of FP users onto Ad Centre when it launches with category specific pricing
in Q1 09
26 eBay Inc. confidential
Advertising Text Revenue will deliver $15.3m in 2009, 22% YoY growth
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
2007
Q1
2007
Q2
2007
Q3
2007
Q4
2008
Q1
2008
Q2
2008
Q3
2008
Q4
2009
Q1
2009
Q2
2009
Q3
2009
Q4
Advertising text revenue forecast: Google + SDC Global opportunities to increase text revenue
•User segment targeting ie show fewer google ads to active buyers
•Behavioural targeting Google text ads
•Google text ads on VIPs
•Outsource mgmt of text ads to Global Centre of Excellence ( at the earliest, 2H09)
Challenges
•Page views will decrease if Finding 2.0 implemented
•Ensure that cannibilisation kept to a minimum (currently 1.2-1.8%) by keeping core eBay UE top of mind
•Top down direction on accepting ad placements that may increase cannibilisation
2007
$3.8m
2008
$12.6m
2009
$15.3m
Advertising
27 eBay Inc. confidential
Let’s look at each part of our strategy in more detail
New Business Strategy: Leverage eBay asset portfolio to tap into the broader eFees market
Position eBay as major publisher
through display, SP, text advertising & Ad
Centre
Build Motors as mainstream place to
buy cars by optimizing the UE &
driving demand
Build tightly integrated new
verticals in traditionally non-
addressable markets
Verticals like Jobs, RE, DDG etc should appear
on site as a seamless eBay
experience, powered by blue ribbon partners
eBay to be #7 publisher and be top of mind formajor AU advertisers
Build top of mind consideration whilst
matching right type of buyers to right type of cars
Support AU marketplaces strategy
by leveraging NB expertise
New Business to consult to
marketplaces to develop & execute on core strategy
NB to add value by providing expertise across
product, analytics,Business development
Accelerate advertising revenue stream
1Build & nurture
verticals
2Broaden appeal of
Motors
3
28 eBay Inc. confidential
Our Vision is to create integrated verticals that enhance the core marketplace
From this….. To this…..
As per TradeMe example:
Integrated RE listings that will look like eBay site, but are
powered by RE partner
Verticals
29 eBay Inc. confidential
Largest opportunities are non-transactional, fastest-growing in non-addressable segments
Vertical Category in priority order*
CAGR %
2010 Revenue (AU$M)
Relevance to eBay community
Integration considerations
Travel (Accommodations)
23% $800 Top Buyer appetite Live, deeper integration possible
Real Estate 14% $143 Small existing category (Almost!) Live, deeper integration possible
Services Small existing category Live as category, potential for partner integration
Jobs 21% $294 Live, deeper integration possible
DDG 105% $307 Relevance
Cross-sell with devices
Transactional category
Tickets 15% $613 Existing category Litigation risks, partner reluctance
Groceries 21% $4,206 Small existing category Policy change required
Pets / Livestock Strong interest from searches, accessories
Policy change required
Dating (Personals) 10% $33 Connections with other members
•*Classifieds and ecommerce•**Source: Frost & Sullivan, Forrester
Most require industry expertise + supply from partner
Verticals
30 eBay Inc. confidential
Verticals will contribute $2.47m revenue in 2009Note: Verticals roll up as part of “Display Advertising”
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
2009
M01
2009
M02
2009
M03
2009
M04
2009
M05
2009
M06
2009
M07
2009
M08
2009
M09
2009
M10
2009
M11
2009
M12
Services Travel Jobs DDG Real Estate
Verticals revenue forecast 2009 Revenue Summary
Real Estate $460k
Jobs $820k
DDG $335k
Travel $338k
Services $520k
31 eBay Inc. confidential
What is the difference between Strategic Partners & Verticals?
• Companies advertising products & services of interest to our community
• ST in nature
• Campaign driven, tactical focus
• Relatively quick & easy to implement
• Have complimentary offer to marketplaces
• Examples:– Finance/Insurance– Telcos/Broadband/Mobile– FMCG– Shipping– Promotional partners/seasonally driven
• All start as Strategic Partners (on trial basis), however they also meet other criteria:
• Need tailored shopping experiences to flourish (just like motors)
• Add value to our core marketplace experience
• Considered as a new eBay category
• Mostly fall into the traditional ‘non-addressable’ ecommerce segment for eBay
• Can be deeply integrated into eBay where it increases overall loyalty to eBay brand
• Often powered by a 3rd party
• Offer special content or deals to eBay community
• Minimum 12 month commitment
• Examples: – Travel (LOH), Jobs, DDG, Real Estate,
services, dating, tickets, groceries
eBay VerticaleBay Strategic Partner
32 eBay Inc. confidential
Let’s look at each part of our strategy in more detail
New Business Strategy: Leverage eBay asset portfolio to tap into the broader eFees market
Position eBay as major publisher
through display, SP, text advertising & Ad
Centre
Build Motors as mainstream place to
buy cars by optimizing the UE &
driving demand
Build tightly integrated new
verticals in traditionally non-
addressable markets
Verticals like Jobs, RE, DDG etc should appear
on site as a seamless eBay
experience, powered by blue ribbon partners
eBay to be #7 publisher and be top of mind formajor AU advertisers
Build top of mind consideration whilst
matching right type of buyers to right type of cars
Support AU marketplaces strategy
by leveraging NB expertise
New Business to consult to
marketplaces to develop & execute on core strategy
NB to add value by providing expertise across
product, analytics,Business development
Accelerate advertising revenue stream
1Build & nurture
verticals
2Broaden appeal of
Motors
3
33 eBay Inc. confidential
Motors forecast to deliver $15.3m revenue, 22% YoY growth
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
Q109 Q209 Q309 Q409
Quarter
Rev
enu
e
Cars OV Hybrid Silverstone
2009 Motors Revenue Forecast Assumptions
• Core auction business remains healthy with vehicles revenue 18% increase YoY; GMV increase 24% YoY
• Cars/OV price increase drives $695k incremental
• Silverstone price increase of 10%
• Hybrid a helps position eBay as more mainstream but is not a significant revenue driver
34 eBay Inc. confidential
Motors – Implications for 2009
Build mainstream demand Innovate Product
Grow new revenue streams
Become Australia’s favourite place to buy & sell a vehicle
• Understand and market intelligently to mainstream buyers.
• Reposition eBay Motors brand.
• Integrating catalogues into the selling and buying flows.• Adapting global finding changes to the microsite.
• Improve the mix of offerings to buyers (and monetize)
• Higher end supply (Hybrid and Silverstone)
• Parts fitment project
• Finance & Insurance integration
Motors
1 2
35 eBay Inc. confidential
2009 New Business Plans
Q1
Recruit & train in house sales team
Ad Centre Full Launch
Advertising
Verticals
Fairfax Digital manage Display
Q2 Q3 Q4
Negotiate Remnant deal Remnant out sourced to agency
Premium display managed in house
Set up in house sales systems Industry PR campaign
Optimise text advertising on site
Focus
Real Estate - light
Services - deep
Jobs - light
Travel (LOH) - light
DDG - light
Travel (LOH) - deep
Real Estate - deep
Jobs - deep
DDG - deep
36 eBay Inc. confidential
2009 New Business Plans
Q1
SYI enhancements - catalogues
Demand marketing
Motors
UE testing
Q2 Q3 Q4
VPP
Dealer Sales Force - Classifieds
Focus
UE testing
Support marketplaces
Integrate shipping carriers into eBay tools eg SYI, calculator
37 eBay Inc. confidential
2009 New Business HC Request
• Job / Contractor Role:Full-time sales staff to sell eBay display ads and close deals with advertisers. Role is commission based correlated with performance to target.
• Level:25
• Business Justification:Critical head count required in order to bring Display sales in-house to hit 2009 Display ad revenue ($7MM-10MM)
• Timing / term Q2 09
Ad Sales Manager X 2
38 eBay Inc. confidential
• Job / Contractor Role:Full-time executive to co-ordinate Ad Sales projects and support sales staff
• Assist with preparation of sales materials and proposals
• Level:24
• Business Justification:Critical support required in order to bring Display sales in-house to hit 2009 Display ad revenue, as well as achieve total Ad Sales team revenue.
• Timing / term April 2009 onwards (currently 6-month contractor via Tequila commencing Oct 08)
Ad Sales Executive
2009 New Business HC Request
39 eBay Inc. confidential
• Job / Contractor Role:Full-time operational role to execute trafficking, optimising and reporting requirements for display ad campaigns
• Level:22
• Business Justification:Critical ops support required in order to successfully execute Display ad campaigns closed by sales staff
• Critical to ensure Advertiser’s campaigns are successful, in order to drive repeat business and a future revenue stream
• Timing / term Q2 09
Ad Sales Trafficker
2009 New Business HC Request
40 eBay Inc. confidential
• Job / Contractor Role:Full-time operational role to manager Dealer Classifieds business, execute marketing plans, input to overall strategy and execute user experience enhancements
• Level:24
• Business Justification:Motors forecast to drive $13.5m revenue in 2009. Currently we only have 1 HC which is not sufficient for the long term health and mgmt of the category in expanding it beyond a niche site
• Motors manager role is currently being performed via a contactor, which we are out sourcing via Dealer Ads for 6 months.
• Timing / term Late Q1 09
Motors Manager
2009 New Business HC Request
41 eBay Inc. confidential
In summary, 2009 is shaping up to be a great year for new business!
• New Business could potentially grow revenue 47% YoY, up to $44.5m in 2009 with a healthy ROI of 10X
• Revenue increase relies on a commitment to $4m budget including:– Bold moves and sustained commitment to growing eBay as a Publisher
– Establishment of in house sales force
– Time to plan and execute a first class sales strategy & marketing blitz
– Continued support to grow Motors – especially driving demand and improving the user experience
– Heavy cross functional support from marketing, finance, HR and legal