Case Study

1. Head of Product Marketing – Case Study
Msc, John Lee

3. 1. Management: Product Marketing at Sellics needs to work closely with all
departments - marketing, sales, customer success and product managers.
Assume you have a 250k / year budget for your team. How would you
structure your team?

4. Head of Product
Marketing
Head of Sales
Head of Customer
Support
Email Automation
Manager
Social Media
Manager
Events Manager
PR Agency
PPC/SEM
Graphic Designer
Head of Product
Development
Content Manager
(x2)
Acquisition Team Product Owner
Head of Business
Intelligence
CRM Manager
Monetization
Manager
UX Manager
Account Manager
Team
Translation Agency
Creative Video
Agency
Data Scientist
Manager
Tech Developers
Customer Support
Team
Customer Success
Team

5. 2. Product Positioning: Sellics is repositioning from a self-service software to a
multi-level service software.
The new service plans consist of (1) “Advisor,” monthly coaching sessions for users to
onboard into our software and learn ways to increase their Amazon advertising
performance.
(2) “Managed Services,” on-going maintenance of our clients’ Amazon advertising
performance, managed directly by Sellics Account Managers. This plan offers weekly
check-ins to share account performance and updates.
a. What key steps would you take to approach this repositioning and why?
b. What changes should be made on our website to solidify the new positioning?

6. 1
2
3
Concept finalization
Internal alignment
External roll out
B R A N D
P R O M I S E
P R O D U C T
A N D P R I C I N G
B R A N D
P U R P O S E
S T O R Y L I N E R O A D M A P
T A R G E T
A U D I E N C E
• Internal tool communication (e.g., Confluence pages)
• Online trainings
• Participate in weekly department calls
• Communicate concept and commercials to customers
• Align new value preposition in all touch points inside the customer journey
Next steps in bringing the new repositioning of SELLICS
*SERVICES should be added on the website to highlight that SELLICS offers multi-
level expertise services
Services

7. 3. Go To Market Strategy: Sellics is launching a feature for the Advertising Module,
“Smart Campaigns.” The feature allows users to simply and automatically create their
Amazon advertising campaigns according to a Best Practice Campaign structure.
Users will not need any knowledge to successfully create the campaign structure,
everyone can do it. Furthermore, it brings down the time to create the structure from
20-30 minutes to 2 minutes per campaign.
a. Assuming that product testing is complete, how would you approach the
launch, under what timeline?
b. What channels would you use and why?
c. Please draft a written snippet of an announcement to our existing customers
that will be sent to them via our company newsletter (max 6 sentences).

8. Timeline- “Smart Campaigns” LAUNCH 2021

9. Building your Amazon advertising has just gotten smarter
and easier to setup!
With our new Smart Campaign feature, you can now create
your campaigns according to a Best Practice Campaign
structure and have your products position themself better to
generate more sales.
Online advertisement process has never been more efficient,
taking you from 30 minutes down to 2 minutes!
Learn more
*“Learn more”: Landing page with a short How-to or
new feature benefits video. The landing page should
have a CTA of “contact us” if they have any questions

10. 4. Competitive Insights: Our top competitors include Helium 10 and Teikametrics.
a. What are the key differences in positioning between Sellics, Helium 10 and
Teikametrics?
b. How would you describe the target group of Sellics, Helium 10 and
Teikametrics?
c. Based on the two previous questions; would you suggest any adjustments to
our offering? If so, please elaborate.

11. Technology
Consultancy
“Niche Players” “Technology Providers”
“Consultants” “Leaders”
Market players landscape

12. Positioning
Global
organization
Solutions
Solutions
Seller
Portfolio
Not clear Entrepreneurs – Small businesses (Sellers, vendors and agencies)
Berlin – German Company California- US Company (See next slide)
Advertisement Software for Amazon–
self-service
All-in–one e-commerce amazon platform - Software, Training
(community) and Content
Channel
integration
Amazon Amazon, Alibaba
Marketing Marketing, Finance, Operations, etc.
- Advertising (PPC)
- AI Optimization
- Profit Tracking
- SEO
- Review Management
- Data Insights
Packages &
Fees
- Advertising Pro Plus: $ 198/mo
- Adverting Expert Plus: $ 449/mo
- Custom Solutions: $ 599/mo
No other fees are charged
- Free
- Starter: $ 37/mo
- Platinum: $ 97/mo
- Diamond: $ 197/mo
- Enterprise: TBC
Add-on:
ELITE: + $ 397 /mo
Consulting
- Advertising Pro Plus: Customer Success
- Adverting Expert Plus: Account Manager
- Custom Solutions: Advertising experts
Also, Customer Support
- Only with ELITE
Also have: Customer Support, Amazon FBA
Training and Community of experts (FB)
Business
Model
Subscription Subscription + 2% Ad spend fee above $20K

13. Positioning
Global
organization
Solutions
Solutions
Seller
Portfolio
Not clear - Well established brands
- Medium size businesses
Berlin – German Company Boston- US Company
Advertisement Software for Amazon–
self-service
The AI-powered platform to optimize and grow your
ecommerce business for Amazon and Walmart
Channel
integration
Amazon Amazon, Walmart
Marketing Marketing, Finance and Inventory
- Advertising (PPC)
- AI Optimization
- Profit Tracking
- SEO
- Review Management
- Data Insights
Packages &
Fees
- Advertising Pro Plus: $ 198/mo
- Adverting Expert Plus: $ 449/mo
- Custom Solutions: $ 599/mo
- Flywheel: $ 59/mo
- Ad Management: Starting from $ 1,500/ mo
- Premium Ad Management: Starting from $5,000/mo
Consulting
- Advertising Pro Plus: Customer Success
- Adverting Expert Plus: Account Manager
- Custom Solutions: Advertising experts
Also, Customer Support
- Ad Management: Designated Account Manager
- Premium Ad Management: Designated Account Team &
Strategist
Business
Model
Subscription Subscription + 3% Ad spend fee above $5K

14. 1
2
3
Vision – Storyline:
- All-in-one sellers’ ecommerce platform?
- Marketing Advertisement Platform:
- Only Amazon?
- Other e-commerce marketplace platforms (e.g., Alibaba, Walmart, Kaufland, etc.)?
Pricing – Business Model
Segmentation - Establish service model
• Subscription only?
• Subscription + ad spend?
• Ad Spend only?
• Enterprise – Go BPO (Specialized Account Managers)
• Expert – Customer Success Managers (“Account Management”)
• Basic – No touch
Suggestions to improve current offering
4
Product- Create new features and integrations related to:
• Advertising
• Inventory
• Market Intelligence
B R A N D
P R O M I S E
P R O D U C T
A N D P R I C I N G
B R A N D
P U R P O S E
S T O R Y L I N E R O A D M A P
T A R G E T
A U D I E N C E
Entrepreneurs
SMEs
Agencies /
Big Brands
Q
$
VERY IMPORTANT: Do you have a team and structure to deliver on time and quality initiatives?

15. Reference

16. Pricing Suggestion

17. Providence Strategic
Growth (Equity Firm)
Assembly
Order Metric
(Financial workflow)
Helium 10
(Market Insights)
Reversion
(Content & Education)
HELIUM 10’s Mission: Help merchants scale by providing solutions every
step of their e-commerce journey
Features: