Beruflich Dokumente
Kultur Dokumente
Jia Ling Li, Jingwen Li, Eric Almazan, Melissa Ramirez & Stephen Burt
Background
American Company that
reviews
2005: - Expanded to New York City, Chicago, and Boston markets. - Formed a group of super users called The Yelp Elite, reviewers grew from
2007: The website had one million user-submitted reviews of local business.
2009: Google entered into negotiations with Yelp Inc. to acquire the
2010: Increased its sales staff using $100 million in venture capital obtained
2011: Began a service called Yelp Deals in April 2012: - The companys stock began public trading on the New York Stock
Exchange at a share price of $15 and the company was valuated at $898 million
- Made an agreement to acquire its largest European rival, Qype, for $50
-Yelp leading review site in the US- Huge barrier to competition due to sheer amount of reviews
Business Strategy
-80% local advertising, 15% brand advertising, 5% affiliate revenue -Majority of yelp employees are in sales.
-Global Strategy- Entering international markets- little overhead- easily able to enter new markets-Focus on sales/marketing-17 countries
-Offers enhanced profiles to SMBs at average cost of $4200 annually -Network effect- Yelps business depends on more people writing and viewing reviews
Frameworks
-Pestel
AFI Framework
5 Forces Model
VRIO Framework
Valuable:
practice
Rare - Competitors offers the similar services Cost to Intimidate - Low cost advertisement - Pay commission to every advertisement
sold to salesperson
Organize to capture value - Spending on R&D to develop an effective way to solve non profitable problem
SCP Framework
Recommendations
-Viral Video Collaboration Vine? -Mobile monetization - Inapp purchases-build on the food ordering service
-Diversify income