Balluun - How To Increase B2B Revenues With A Digital Marketplace

How to Increase B2B Revenues
with a Digital Marketplace
Larry Chao
October 8, 2014
www.balluun.com 10/8/14 1

balluun introduction
• B2B SaaS startup founded in 2009
– Offices in Silicon Valley, New York City, and Zurich
• Partner and technology provider of social
commerce with digital marketplaces
– Portfolio includes Balluun 365 and Balluun Directory
– http://www.balluun.com
• Currently powering the largest B2B networks in
industries like fashion, toys, and licensing
10/8/14
www.balluun.com 2

agenda
• What is a digital marketplace?
• How show operators increase revenue
• How B2B sellers/exhibitors increase revenue
• B2B digital marketplace example
• Creating a digital marketplace with Balluun
• Questions and Answers
60 minutes total
10/8/14 www.balluun.com 3

agenda

what is a digital marketplace?
• a virtual, online environment, such as a
website, that allows individual firms to
conduct business electronically

what is driving digital marketplaces?
tech trends = b2b opportunities
6
Social Networking
Social connections, communities and communication
In consumer driving enterprise adoption
Social Commerce
Analytics of networks driving product
merchandising, recommendations, and transactions
Mobile
Mobile devices with location-based services driving
commerce in physical and digital worlds
Enterprise Cloud
Enterprise security and manageability concerns
driving software-as-a-service adoption

b2b the eCommerce
sleeping giant
B2B Sales Is Being
Massively Disrupted (Hint:
It's Looking More Like B2C)
October 15, 2013
“As the eCommerce option becomes a
more viable alternative to a
traditional direct sales model,
companies are increasingly migrating
their offline customers to more cost-effective,
self-serve, online-only
environments. In addition, they’re
now focusing their sales reps
exclusively on acquiring and
retaining higher-margin and higher-volume
key account customers.”
$559
BILLION
B2B eCommerce
$252
BILLION
B2C eCommerce
10/8/14
In B2B e-commerce,
Alibaba has solved
one problem Amazon
can’t
September 8, 2014
A Soaring Debut
for Alibaba
September 19, 2014
www.balluun.com 7

benefits of digital marketplaces
• Aggregate supply and demand
• Expand the market
• Reduce transaction costs
• Create new profit opportunities
• Provide abundance information or create
targeted communication

agenda

benefits for trade show operators
10/8/14
New digital revenue streams
Global opportunity
More transactions
Expanded audience
Year round relevance
www.balluun.com 10

digital service provider
• With a digital marketplace, trade show
operators become digital service providers
– participate in new digital revenue streams and
grow their business
• Trade show operators can increase their
revenues by providing new digital
marketplace services to their exhibitors
and attendees
– advertisements, lead generation, and e-commerce

digital revenue streams for operators
Marketplace
Subscription
Online
Advertising
Premium
Services
e-Commerce
Transactions
Increase your bottom line with new digital services

marketplace user subscriptions
• Digital marketplace
subscriptions
– analogous to booth or
ticket fees for physical
trade shows, organizers
can charge exhibitors or
attendees a registration
or subscription fee for
access to the digital
marketplace and its
associated community
and services
• Potential revenue:
– Monthly subscription
• Sample Pricing:
– e.g., $100 per month
for an exhibitor to join
a digital marketplace
10/8/14
www.balluun.com 13

online advertising
• Digital advertising
fees
– exhibitors can pay for
banner advertisements
or featured
placements for their
brands and products
throughout the digital
marketplace
– Monthly charge per ad
– Pay per click
• Sample Pricing:
– e.g., $500 per month
for premium
placement
10/8/14
www.balluun.com 14

premium services
• Premium services
– the trade show can
become a true digital
service provider and
provide valuable
services such as lead
generation, order
management, or
analytics
– One-time charge per
service
– Monthly recurring
charges
• Sample Pricing:
– e.g., lead generation
list every month for
$25 per month
10/8/14
www.balluun.com 15

e-commerce transactions
• e-commerce
commissions
– the trade show
organizer can provide
e-commerce
functionality and
charge a fee or share
in commissions for
transactions made on
the digital marketplace
– Percentage of e-commerce
transaction
revenues
– Flat fee
• Sample Pricing:
– e.g., $3000 for 3%
charge on $100K
transaction
10/8/14
www.balluun.com 16

agenda

benefits for b2b sellers/exhibitors
10/8/14
Build a new business channel
Open new customer touch points
Find new customers
Increase market exposure
Transact digitally and gain insight on business
www.balluun.com 18

increasing revenue for b2b sellers
Sell
Efficiently
Operate
Year-
Round
Expand
Market
Reach
Exhibit and sell more efficiently any time, any where

expand market reach
• Build more meaningful relationships
– Find, target and interact with buyers
through messaging and social feeds
– Open new customer touch points with
existing buyers
• Non-attending employees from attending
companies
• Increase market exposure
– Discover audiences in new geographies
– Lead generation through trade show
attendee list
– Analytics on similar profiles

operate year-round
10/8/14
• Digital marketplace always open
– Company and product information
available 24/7/365
– Accessible from anywhere through
web and mobile application
• Track business in real-time
– Back-end integration with ERP/CRM
www.balluun.com 21

sell efficiently
10/8/14
• Product catalog can be made
available any time, anywhere
– Promote product with lower costs
through social feeds
• Easily receive feedback
– Digital minimizes errors
• Sell and transact before, during,
and after the show
– Orders can come at any time from
anywhere
www.balluun.com 22

agenda
• How exhibitors increase revenue
• Digital marketplace example

balluun b2b digital marketplaces
• Balluun 365 enhances and extends their trade
show experience with 24/7/365 b2b digital
marketplace features
– digital showroom: product display venues
– social networking: personal trade show network
– discovery: browse/search products and businesses
– communication: real time and pre/post show
– commerce: ability to buy and sell, source and trade

discover shows

join the community

shop
10/8/14
www.balluun.com 27

showroom

add brands

company and user profiles

connections

private messaging

tratrdadee s shhooww orerfgearennizceesr example
• Advanstar Global
– www.advanstar.com
– All MAGIC Fashion Shows, including WWD Magic, Project (NYC
& Las Vegas), FN Platform, Fashion Coterie, Intermezzo
Collections, Accessorie Circuit, Children’s Club, ENK Vegas,
Magic Men’s, PoolTradeShow, Sole Commerce, WSA@Magic

ShtraodpeT shheoFwlo roefrepreonwceesred by balluun
Advanstar Global’s ShopTheFloor.com
https://www.youtube.com/watch?v=n9A974QeTzU
10/8/14
www.balluun.com 34

partner testimonial
"Balluun's cutting edge technology will
help us raise the profile of our
exhibitors, expand exposure in their
respective markets, and provide more
discovery and buying opportunities to
our attendees."
– Joe Loggia
Chief Executive Officer, Advanstar

LicenseConnect powered by balluun
Advanstar Global’s LicenseConnect.com
10/8/14
www.balluun.com 36

ShopToyFair365 powered by balluun
Toy Industry Association’s ShopToyFair365.com

agenda

bablalulluuunn 3e6n5a:b leinngabling social commerce
• Digital delivery of software-as-a-service that will run
smoothly, guaranteed
– Secure, data hosting and management of domain
– Platform includes web and mobile clients
– Continuous updates to your digital marketplace
– E-mail notifications for transactions and engagement
• Staffed by Balluun to support your digital
marketplace
– Single point of contact thru dedicated account manager
– Project management for deployment and launch
– Comprehensive customer service
– Technology and social marketing consulting

trial for trade show operators
• Visit balluun.com and claim your domain
by filling out the getting started form
– Try out the free features on your claimed
domain
– Upgrade at any time for community and
commerce features
10/8/14
https://www.balluun.com/getting-started
www.balluun.com 40

balluun directory: find shows
10/8/14
http://directory.balluun.com
www.balluun.com 41

buyers/sellers: join the digital community
10/8/14
http://my.balluun.com/registration
www.balluun.com 42

agenda
• How exhibitors increase revenue

future webinar
Tuesday November 11, 2014 at 11am Pacific
“Building a Digital Marketplace with Balluun”
10/8/14
http://www.balluun.com/webinar
www.balluun.com 44

contact us
• For more information, please contact us:
– E-mail: sales@balluun.com
– Web: https://www.balluun.com/
– Phone: +1-877-280-7222
– Social:
• Twitter: @Balluun
• Facebook: balluunmarketplace
• LinkedIn: balluun-inc
• Google Plus: +Balluun

Digitize your Trade Show
www.balluun.com

Balluun - How To Increase B2B Revenues With A Digital Marketplace

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Balluun - How To Increase B2B Revenues With A Digital Marketplace