Yellowbook New Product Competitive Analysis / Sales Tool

105/03/2023 Shirl Evangelisto – Sr. Mgr New Media

Category Analysis & Deal Targeting

05/03/2023 Shirl Evangelisto – Sr. Mgr New Media 2

Contents

Page 3 ………………… Data Collection

Page 4 ……………….. Top Selling Category Analysis and Identification

Page 5-6 …………… Market Deal Pricing and Discount

Page 7 ……………… Deal Criteria

Page 8 ……………… Category Targeting Strategy

Pages 9-11 ……… Primary Deal Targets

Pages 12 …………… Secondary Deal Targets

Pages 14 …………… Target Deal Summary

Pages 16-18 ………… ‘LIVE’ Sample Deals


Data Collection Effort

Boston:– Groupon– LivingSocial– EverSave– Tippr– BuyWithMe

Phoenix”– Groupon– LivingSocial– EverSave– DealChicken– BuyWithMe

Philly (upcoming)– Groupon– LivingSocial– EverSave– Dealyo– TownHog– BuyWithMe

Data was researched to gain the best market knowledge of our competitors made. Over 500 deals in 5 weeks were manually collected to make this possible. Competitors observed were based on volume, share, and penetration within our key markets, which are:


Top Selling Categories Identified

Highest selling categories average virtually the same across our key cities with little variance seen.

Deals evolving around Food and/or Drink have the highest interest and sales compared to other deal types in market

This is followed categories by Beauty(19%) and Fitness (11%) also show high sales results to date

Below provides the top categories users have the highest interest in and purchase. Not surprising to find food and beauty at the top of the list knowing women make up over 60% of all deal purchases to date

Top Selling Category Highlights


Average Deal Pricing and Disount…Food & Drink deals have sold at lowest price points in comparison to other categories and average 51% Discounts. Others top selling categories averaged between $25-$30/deal. ‘Service’ businesses are an exception and have higher price points. Regardless, they still bring high sales volumes as well.

Food & Drink have highest deal volume deals and sales in market. Pricing between $7-10/deal have seen greatest success

Beauty is also a high sale contributing category with discounts needed around 54% or better

Dental ‘Services’ have high discounts averaging 70% and higher price points yet still maintain high sales with volume

Fitness is a very price sensitive category with users and look for higher discounts averaging 60% a deal


Category Selling Highlights


Criteria Needed for a Great Deal…

Category

Deal Price

DEALS THAT SELL

SUCCESS FACTORS

Weforia deals are like a fine tuned machine that require key factors which lead to success. When one is missing or off a deal losses it’s ‘shine’ and ‘higher’ sales potential


Category Strategy for Deal Targeting Objective is to bring in sales while increasing the weforia subscriber base. To achieve this faster targeting categories users purchase the most will bring higher bulk sales quicker. However, secondary are also needed for added variety and key to the weforia deal mix


Primary Category Targets - ‘Food & Drink’

American Style restaurants are the primary “Food & Drink” businesses users purchase and to target within each of our pilot markets.

Businesses selling Sweets and Desserts saw high number of deals in market with high sales sold. These are also great for holiday gifts! (EX: chocolates, cookies, cupcakes, caramel apples, etc that can ship)

Italian Style restaurants rounds out most deals in market with strong sales

BBQ Style, German, European, Mexican and Asian restaurant deals were FEW but with high sales volume per deal. A good target for weforia deals meeting the average price point and discount required.

“Best of Boston.com” and “PhoenixRestaurant.com” can provide “Food” insight to a markets key businesses and business targeting

Breaking down the highest selling category shows 3 business types worth targeting for weforia deals. These require a 52% discount or better and <$14 overall price to increase ‘selling’ potential.

NOTE: Critical to follow or go below average deal price seen to assure strongest sales potential


Primary Category Targets - ‘Beauty’ A similar break down identifies 4 key business types for targeting. Spa, Salon, and Massage deal discounts average between 51%, with the highest seeing over 70% within Aesthetics Deals

Aesthetics services is highest beauty category selling today. Prices are higher BUT they have high sales volume with the right deal. This business type contributed to over 75% of deals sold in this category.

#2 Ranked Spa offer packages created by the business combining 2-3 of their services offered into a deal OR gift certificates. Again $50 is the sweet spot for deal price

Third highest selling were for Massages, which averaged between $40-50 per 1-60 Minute session.

Similar to Spas above, Salons and Products packages were most popular. ‘Brazilian Blow’ deals have been growing in popularity ranging between $140-$150 with sales generated increasing.

NOTE: Critical to follow or go below average deal price seen to assure strong sales potential


Primary Category Targets - ‘Fitness’ Third highest selling category in market break down shows ‘Class’ style deals have proven successful sellers and with discount from 61% to 67% offered.

Fitness Classes have been high volume sellers in market with Yoga leading the deals. 3-5 classes has the highest sales volume followed my 1-2 month unlimited.

Class ‘Choice’ is a strong seller where fitnesscenters, clubs, and yoga studios giving choice of yoga, Pilates, zumba, belly dancing, etc. Boot Camp showed moderate sale levels in market as well.

Personal Training , Dance Classes, and Gym Membership deals provide VERY low sales volume. Keeping in mind businesses offer 1-wk to 1-month free passes.

Golf deals were low in overall number of deals in market, but were high sellers. Most deals consisted of lessons, with highest selling deal for 18 rounds at Pembroke Country Club selling over 1,400 deals

NOTE: Critical to follow or go below average deal price seen to assure strong sales potential


Secondary Deal Targets

Holiday Eventso Seasonal deals will peak during top national holidays, include holiday light show or tree lightings tickets, Nutcracker, White Christmas, and other holiday

shows tickets, holiday concerts tickets, Zoo or Museum Events & lightings, Sleigh Rides (Boston), holiday trips to NYC (Boston), wine & cheese tasting, etc

Holiday Giftso Gift ideas for holidays such as holiday hams, gift baskets, photo or video transfer to digital, flowers, candles, photo holiday cards, personalized photo

albums, frames , accessories, and blankets, etc

Family and Kid Activityo Add variety to our mix by adding Family Activity Deals, such as activity park tickets, indoor moon-bounce businesses, movies tickets, go-carts, play

centers, fun centers, Great Wolf Lodge, CoCo Key Water Resort , or Sahara Sam’s tickets(Boston water park), video & game parks, My Gym Classes, kids bowling, and kid activities like pancakes with Santa tickets, Family Travel deals, etc

Movie Ticket Dealso Proven to sell and to add are large Movie or IMAX Theater deals: 4-Movie Tickets for $20, Plus $5 towards Drink, Candy, or Popcorn purchase

Deals $10 or Under:o Yellowbook will subsidizing $5 towards deals ranging $10 or less as part of “$1 Monday Deal” to further drive subscribes and sales

Smoothie King and Kids Club were highly successful for weforia deals to date Other considerations: Coffee Deals (Dunkin Donut, Wired Puppy/Boston, Kids Activities, Lunch Sandwich or Subs, pretzel or bagel deals (Atlantic Bagel &

Coffee/Boston), gas cards, etc

Mall Certificate Deal o 50% Discount offering $25 toward $50 Purchase.

Other Considerations to each market should be ADDED, such as Local Interest, Activities, Sports, Art, and Adventure business. These vary by city and should be added as they are found

Local happenings and events in addition to the primary category targets are essential. These are in line with local interests, activates, sports, arts, museums, concerts, and events unique to each market. These are needed and bring diffentiation, variety, and uniqueness to weforia


Deal Targeting


Deal Target Summary

Amer. Style Restaurants: …… 8 Deal Cap

Dessert/Bakery: ……………….. 8 Deal Cap

Aesthetics: …………………………….. 3 Deal Cap

Spa Package: …………….…..….. 3 Deal Cap

Salon Package: …………...….... 3 Deal Cap

Massage: …………..….…….…… 3 Deal Cap

Yoga Classes: ……………..……. 3 Deal Cap

Fitness Classes Package: …... 3 Deal Cap

Below outlines the deals Sales needs to bring in for the weforia re-launch. Caps below are Maximum Deals Required by Market. Deals will be sold from both Primary and Secondary business targets. This provides variety of deals and covers weforia until after the holidays. It also gives flexibility to the # of deals run each week

Holiday/Event: …….…….. 10 Deal Cap

Gifts: ………………………..…. 10 Deal Cap

Family/Kid Activity: …….. 5 Deal Cap

Movie: …………………….….. 2 Deal Cap

$10 Deals: ………………….. 10 Deal Cap

Mall Gift Certificates: …… Optional

Primary Category Deal Caps/ Market Secondary Category Deals Caps/ Market

NOTE: Above amounts are for individual market totals


Back-up

LIVE Deal Samples


‘Food & Drink’ Deals, What Did and Did Not Sell…

Heavier Sales Volumes:

Lighter Sales Volumes:

Following shows live deal examples for the top 3 categories to see what deals drew heavier sales vs ones with lighter.


‘Beauty’ Deal Samples that Did and Did Not Sell…




Fitness Deals that Did and Did Not Sell…



Marketing

Yellowbook New Product Competitive Analysis / Sales Tool