DaWanda is a marketplace for handmade goods based in Berlin, Germany. It has established itself as the largest marketplace for handmade goods in Europe and expanded to other European countries in 2012. It has 146 employees and shareholders include several venture capital firms. DaWanda generates revenue through commissions from sales on the site as well as listing and advertising fees. Key categories on the site include supplies, jewelry, and fashion. The target audience includes women ages 18-50 interested in individuality and crafting as well as designers ages 18-59 seeking to sell their products. Success comes from unique products, a strong social community, and engaging customers through multiple senses with workshops and markets.

1. Welcome to DaWanda
Berlin / DaWanda Group, November 2013
© 2013 DaWanda GmbH
DaWanda Strategy 2013_H2 update
1

2. DaWanda – Products with Love
Today:
•
•
Balanced revenue stream
base with a big seller base
•
© 2013 DaWanda GmbH
Established business model
which proved to be cash flow
positive (2010 and 2011)
•
Shareholders:
Insight Ventures, Runet, Vorwerk Direct Selling,
Holtzbrinck Ventures, Team Europe Ventures,
European Founders Fund, Piton Capital Venture,
Point Nine Capital, Claudia Helming and Michael
Pütz
The largest marketplace for
handmade goods in Europe
Roll out to other European
countries in 2012:
France, Poland,
Netherlands, Italy and Spain
to become the market leader
in respective countries
Management & Team:
Founder & Managing Directors:
Claudia Helming, Michael Pütz
Team: currently 146 employees
2

3. DaWanda – Products with Love
© 2013 DaWanda GmbH
3

4. DaWanda – Products with Love
© 2013 DaWanda GmbH
4

5. DaWanda – Products with Love
Vision and Mission
Our Vision:
To make the world a more lovable place
Our Mission:
To become the No. 1 marketplace for handmade goods and supply material in Europe
and grow GMV to 1 bn€
Our Goal:
Bring
handmade/desig
ned goods and
supply
EVERYTHING
expand categories and segments (unique homemade to unique high-end sellers)
hub for DIY and supply
EVERYBODY
consumers (broad audience and high-end buyers)
businesses (supply and wholesale for handmade goods)
from niche to
mainstream,
by making
EVERYWHERE
worldwide, leveraging our strong position in Europe
availabe through variety of distribution channels
© 2013 DaWanda GmbH
5

6. DaWanda´s main categories are Supplies,
Jewellery and Fashion
Business model and categories
Categories by GMV
Stationery
Men
Occasions
Sale
Fashion
Accessoire
s,
Baby
Bags
Vintage
Business Model:
DaWanda generates revenues through:
– commission (5 %)
– listing fees (0,10€ - 0,30€ per item
listed)
– advertisement placements for sellers
– additional features (e.g. listing items in
2 categories)
> 100m€ GMV
GMV development 2007-2012
Jewellery,
Supplies
Rev. in %
of GMV 5,0%
6,9%
8,5%
8,6%
8,9%
2009
2010
2011
2012
9,2%
8,4%
Children,
Home
Art
2007
© 2013 DaWanda GmbH
2008
2013
6

7. Going Europe – International Expansion 2012
DaWanda Global
(EN)
DaWanda Netherlands,
Amsterdam
DaWanda France,
Paris
DaWanda Spain,
Madrid
DaWanda
Headquarter
Berlin, Germany
DaWanda Poland,
Warsaw
DaWanda Italy,
Milan

8. The market of DIY Fashion Designer growths
DaWanda – a brand
63% of the adult population in UK
are buyers or potential buyers for craft
UK Crafts Council 2011
€11 billion in fabrics retail market in
Europe
Data: AIK - Kohlhaas & Partner Marketing Research EU-Studien 2010
5 million Americans
earned part of their income from artisan
crafts 2009
57 % Germans
like crafting and
DIY
Infratest; 2008
US CODA Review 2011
$895 million
Etsy Sales 2012
Web & Social commerce are catalysts for
DIY & independent designer market growth.
© 2013 DaWanda GmbH
8

9. Vision and Mission
DIY will follow the Bio food market evolution
70s:
Small Bio Food
Community
90s:
Small Bio Shops
2005:
Mainstream
Bio-Supermarkets
70s:
DIY = Housewife
2005:
Hipster Lifestyle
2020:
Mainstream
DIY Stores
© 2013 DaWanda GmbH
9

10. DaWanda – TARGET GROUP
TARGET GROUP
Those individuals for whom DaWanda is always the best choice,
defined in terms of their attitudes and values, not just
demographics.
BUYERS:
Primarily women between the ages of 18 and 50, well-educated,
medium income, many of them are mothers. They pay special
attention to individuality and special things and make conscious
purchase decisions. They also like to be creative themselves.
SELLERS:
Designers between 18 and 59 years, who enjoy working
creatively and who try to earn a living through selling their
products on DaWanda.
10

11. Success Factor 1: 40% turnover generated by strong brand
Unique
Products
© 2013 DaWanda GmbH
Do-itYourself
11

12. It‘s all about ME ...
© 2013 DaWanda GmbH
Elke von Borcke, Director Marketing
12

13. ...to individual design.
© 2013 DaWanda GmbH
Elke von Borcke, Director Marketing
13

14. It‘s all about ME ...
© 2013 DaWanda GmbH
Elke von Borcke, Director Marketing
14

15. ...to regional products.
© 2013 DaWanda GmbH
Elke von Borcke, Director Marketing
15

16. It‘s all about ME – beyond mass production...

17. ... To unique design.

18. ... To unique design.

19. .. To individual design.

20. .. To individual design.

21. It‘s all about ME – the individual parcel
BILDER DIE ZUM THEMA PASSEN
© 2013 DaWanda GmbH
Elke von Borcke, Director Marketing
21

22. BILDER DIE ZUM THEMA PASSEN
It‘s all about VALUE – Product Presentation

23. It‘s all about VALUE - STORYTELLING

24. It‘s all about VALUE - STORYTELLING
© 2013 DaWanda GmbH
Elke von Borcke, Director Marketing
24

25. It‘s all about VALUE – DaWanda Lovemag

26. Success Factor 2: 25% turnover thru Social Community
Einzigartige
Produkte
© 2013 DaWanda GmbH
Do-ityourself
26

27. Hallo liebe Jessie,
Ich wollte einer Freundin gerne einen deiner
tollen HaselKuss-Ketten schenken. Leider ist
die Kette die mir am besten gefällt verkauft.
Wäre es möglich, diese nochmals
bei Dir in Auftrag zu geben?
Viele liebe Grüße, Doro
It‘s all about SOCIAL– Personal Contact
© 2013 DaWanda GmbH
27

28. Hallo liebe Doro,
Ich möchte Dir Deinen Kettenwunsch natürlich
gern erfüllen und werde gleich nochmals die
nötigen Perlen nachbestellen. Vielen lieben
Dank für Deine Bestellung!
Liebe Grüße, Jessie
It‘s all about SOCIAL – Personal Contact
© 2013 DaWanda GmbH
28

29. It‘s all about SOCIAL – PEER to PEER - Recos
© 2013 DaWanda GmbH
29

30. It‘s all about SOCIAL– BLOGGER-Recos
30

31. It‘s all about SOCIAL – FACEBOOK & CO
© 2013 DaWanda GmbH
31

32. It‘s all about SOCIAL – COMMUNITY EVENTS
IT‘S ALL ABOUT SOCIAL – BLOGGER RELATIONS
© 2013 DaWanda GmbH
blank.potx
32

33. It‘s all about MULTISENSE - DAWANDA SHOP
© 2013 DaWanda GmbH
BILDER DIE ZUM THEMA PASSEN
Elke von Borcke, Director Marketing
33

34. It‘s all about MULTISENSE - DIY Workshops
© 2013 DaWanda GmbH
BILDER DIE ZUM THEMA PASSEN
Elke von Borcke, Director Marketing
34

35. It‘s all about MULTISENSE - DESIGN Markets
© 2013 DaWanda GmbH
BILDER DIE ZUM THEMA PASSEN
Elke von Borcke, Director Marketing
35

36. Thank you!
Claudia Helming
© 2013 DaWanda GmbH