Group 4

1. History
Began as BigShoeBazaar.com
Incepted in August 2009
Investments
Catamaran Ventures invested Rs 40 crore in company
in mid-2011
raised INR 100 Cr in Series C round of funding led by
Fidelity Growth Partners India and Qualcomm
in April 2013, its site was revamped, along with a new
logo.
On 4 September 2014they changed their business
model to coupon store and served Flipkart, Jabong,
Myntra, Zovi, Koovs & Zivame as their clients

Performance review in terms of Gross

Merchandise Value, actual turnover, profits
since inception in India

Source: Moneycontrol; ForbesIndia

3. Website Traffic
Alexa Global Rank: 43,790
Alexa India Rank: 5,385
Daily Unique Visitors:

23,472

Monthly Unique Visitors:

704,160

Daily Pageviews:

62,202(2.65 per visitor)

Daily Time on Site

1:34

Page views per visitor and daily time on site reduced by

9.51% and 15% respectively
Reasons of low performance can be attributed to
Inconsistency
Strong Competition
Fund Crunch

4. Funding details
$12M

Apr 2013

$18M

Jul 2012

Series C

$9M

2011

Series B

$1M

2010

Series A

Fidelity Growth
Partners India,
Qualcomm, Nexus
Venture Partners
Qualcomm, Nexus
Venture Partners,
Fidelity Growth
Partners India
Nexus Venture
Partners, Catamaran
Ventures

Revenue
Yebhi had a GMV of 250 crore in 2013
Year

Revenue

Loss

2013

Rs.88.62 crore

Rs.65.63 crore

2012

Rs.47.1 crore

Rs.47.16 crore

5. Build-up of suppliers and supplier

relations:

Yebhi has changed its business model from a e-commerce site

to a product aggregator so it dont required to maintain
warehouses and logistics services because the storage and
delivery is done by the partnering websites.

For company which has product discovery models like Yebhi,

Collaborating with the other major fashion players become
very essential for them.
Yebhi.com, has started aggregating products from international
online e-tailers. Currently products from three fashion e-tailers,
Asos.com, Shopbop.com and Forever21 are available on Yebhi.
Yebhi currently aggregates products from 30 online stores,
including Flipkart, nineteen, HomeShop18, Zovi, Lenskart and
Myntra among others and lists over 3500 brands on its website

6. Warehousing and logistics enhancement

First warehouse was just a 400 sq ft, later in 2012 had two
distribution centers of 125,000 sq ft

Bigshoebazaar or yebhi uses conventional supply chain and upto

20 percent of goods cost in inventory lies at various places
stores, warehouses, and in-transit. Using a single warehouse
frees the capital need and allows to invest on marketing.
Bigshoebazaar claims to fulfil the order in three days.

Changed its business model from pure e-commerce store to online

shopping aggregator and a coupon website . The new model will be
less capital intensive and not require any investment in inventory,
fulfillment centres, logistics, support and supply chain

Q7 A review of the home page to review the

storefront, a review of other pages to
comment on general interiors, store layout,
product display, checkout counter and
upselling techniques employed to enhance
customer experience.

Parameters
Company name and positioning

present

Login link

present in the home page.

Show the product lines carried

Showed

Use graphics as display windows

and icons as access points

Used

Distinctive look and feel-look

Very simple not distinctive

Provide all contact details-

Contact details provided at the

customer care link but details are
showing in paragraph , all
question answer are coming
together.
It is really impossible to find out a
particular question.
Also no contact details , company
policy link are in the bottom of
home page.

Be highlighted in various search

engines
Social media presence

Facebook,Twiter,Printrest,Youtube
,Linkedin ,G+ ,Link for
downloading app from Google
app store, TV, Print

General Interior
Background is white . No audio player is used

Home page is promoting shops(collection of product purchased by a customer.) created

by customer and some of the celebrity look. Whereas the design of the page is poor.
Taking time to scroll down the page of the page. Also confusing as celebrity. Look &
shops coming all together.

Instructions about how to use the site-no such instruction only one customer care link is
provided which is very difficult to read.

Information about the company -one link is present.

Product search engine is there .

Shopping cart is not available.

Shopper login to enhance customer loyalty.-login link is in the home page.

Store layout
Layout of each page-Grid layout .

Any selected shop page:Showing all collection of that shop.

Space for leaving comments.
Also option to share all these with face book & twitter.

Other Pages:For all other pages no sharing option is visible.

General to all pages:

Proper seller information , cash coin details are present.
But in show more details section details are coming with backend code.
Links to move from page to page-links are working. To buy any product Yebhi is directing to
other e-commerce websites. After that you have to order from that site only .Also availability
of product is not updated properly.
Clicking on the photo leading to the sellers site. To view it on Yebhi you have to click on
product info link which is barely visible & may confuse customers.
One can select particular vendor to do shopping. But some option like department ,vendor
are showing drop down sign but that is not working . You have to click on the word vendor
etc.
Checkout counter-They are directing to other online stores so no checkout option from yebhis
end. Where as they are providing some cash back(cash coin) at the time of delivery .
Display full assortment or let customers tailor assortments both are present.
Use of graphics and photos-They have used photos.

SWOT
STRENGTH
Product discovery
model,
Asset light model,
niche player for
Fashion,
Community
Recommendation,
Higher margins

WEAKNESS
No control over
curstomer service chain,
Poor cordination in
terms of product
availability,
Poor Brand recognition,
Poor user experience

OPPORTUNITY
Nasecent stage,
Incresing Smartphone
penetarion,
Changing consumer
behaviour,
Technology innovation

Threats
Competiotrs like
Myntra & Jabong,
Funding Crunch,
Ambiguity in policies,
Low customer
swtiching cost

Suggestions:
Company needs to regular update their data for better product
availability
Build more filters in app and web for better user experience
Enhance marketing initiatives to build user base and positive
brand recognition
Collaborate with other fashion players in industry to provide
better product offering
Opportunity in fashion consulting where it can generate the
revenue by advising the products to the users and can charge
commission from the suppliers
Product discovery by Image scanning
Partnership with international online fashion retailers
Company can build a Bollywood star community, where users
can get suggestions from the celebrity and same products
used by those celebrities