Little Story From Tokopedia

Bancakan 3rd Meetup

First Things First

Great Idea Be confidence and

Put all your life never give up.
With Research
Investor – Why?
WE WANT TO BUILD A BIG BUSINESS
NOT ONLY A HOBBY

Launched in 2004 Launched in 1998

Launched in 1995 $500k in June 2004
USD 100k in 1995 $12.7 M & $27.5 M in June 2005 $100k in August 1998
Net lost 3.36 M in 2005
First provit in 2001 Positive cash flow Sep 2009 $25 M in June 1999
Investor – Why?
• Investors as business
partner and mentor.
• Accounting, Finance
and Tax.
• Legal Document and
business lawyer.
Investor – How To?
• Finalize your idea with a lot of research to
support your idea. Put it all together in a
business plan.
• Consider Internet business as a marathon.
• Find opportunities to present your idea.
Investor – How To?
• Find investors who talk the same language.
• Business network from previous company.
• Get on the radar, participate in various
events such as INAICTA, Echelon.
• Be Socialize, Pesta Blogger, FOWAB, Bancakan
2.0, Fresh, Pecha Kucha and much more
The Journey Begin
• 3Ts = Team, Tool, Time
• Economically wise in
managing team, tool
and time.
 The Journey Begin – Team
• Team is the most important part, because we are
creative industry.
• Build a team is similar with find investor. A lot of
great peoples but only some of them fit the start-up
mentality.
• Quality – Integrity – Value
The Journey Begin – Tools
• Economically Wise.
• Non branded servers, open source
software.
• Use social media marketing such as
facebook, twitter, forum.
The Journey Begin – Time
• Internet is a long term business
– Facebook – 5 years to reach positive cash flow
– Amazon – 6 years to reach first provit
– Google – 2 years to introduce first ads program

• Tokopedia still offer free services at

least for 2 years
Problems
• Investors say NO, partners reject your
proposal, even employees refuse to join.
• Chicken and Egg phenomenon.
• Deal with HUGE TRAFFICS.
• Educate the Market.
About Tokopedia
Tokopedia is a national-scale Indonesian online
marketplace that collects and facilitates both
sellers and buyers, in a new interactive way of
security and comfort.
 Tokopedia - Milestone
• Developed since January 2009.
• Launched on 17th August 2009.
• Indonesia ICT Award 2009 finalist for E-Business for
SMEs category.
• Bubu Awards v.06 winner for Corporate E-
Commerce category.
Tokopedia - Investment
• Received first investment from Indonusa
Dwitama for IDR 2.5 Billion on February
2009.
• Received second investment from East
Ventures on March 2010.
• Third investment?
 Statistic
Users
30,000

25,000

20,000
Total

15,000

10,000

5,000

0
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-09
Series1 4,560 8,374 11,635 15,209 18,627 21,892 24,609 27,259

Data collected on March 31st, 2010

 Statistic
Sellers
3,500
3,000
2,500
2,000
Total

1,500
1,000
500
0
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-09
Series1 509 884 1,232 1,517 1,891 2,252 2,557 2,932

Data collected on March 31st, 2010

 Statistic
Products
60,000

50,000

40,000
Total

30,000

20,000

10,000

0
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-09
Series1 3,418 7,741 14,478 19,530 26,577 35,308 44,710 51,252

Data collected on March 31st, 2010

 Statistic
Invoice Paid
1,000
900
800
700
600
Total

500
400
300
200
100
0
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-09
Series1 256 237 307 538 646 718 900 867

Data collected on March 31st, 2010

 Statistic
Item Sold
3,000

2,500

2,000
Total

1,500

1,000

500

0
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-09
Series1 266 290 628 1,058 1,680 2,079 2,302 2,825

Data collected on March 31st, 2010

 Statistic
Cash Turnover
450,000,000
400,000,000
350,000,000
300,000,000
Amount

250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
0
Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-09
Series1 33,386,421 74,636,867 175,488,954 198,356,984 251,061,740 267,871,943 374,026,883 397,746,679

Data collected on March 31st, 2010

Most Sellings – by category
Fashion & Accessories
Movies, Music & Games
No. Category %
Toys & Hobbies 1. Fashion & Accessories 39.19%
Gifts & Stationery
5.84% Health & Beauty 2. Movies, Music & Games 23.98%
39.19%
Computers & Softwares
6.21% 3. Toys & Hobbies 9.05%
Sports
Electronics 4. Gifts & Stationary 6.21%
9.05% Everything Else
Books
5. Health & Beauty 5.84%
23.98% Foods & Beverages
Otomotif

Data collected on March 31st, 2010

Buyers statistic
80.00
70.00
No. Age Percentages
60.00 1 <= 17 y/o 2.38%
50.00
Percentage

40.00 2 18 – 23 y/o 25.26%

30.00
3 24 – 40 y/o 67.01%
20.00
10.00 4 > 40 y/o 5.35%
0.00
<= 17 y/o 18 - 23 y/o 24 - 40 y/o > 40 y/o
Age

Collected at the end of March 2010

Members – by gender
10000
9000 No. Gender Percentages
8000
7000 1 Male 62,9%
6000
Amount

5000 2 Female 37,1%

4000
3000
2000
1000
0
Male Female
Gender

Data collected on March 31st, 2010

Visitors – by ISP
5% No. Providers Percentages
8% 1 Telkom 33%
TELKOM
33% 2 Others 29%
OTHERS
SPEEDY 3 Telkom Speedy 23%
23% FASTNET
4 Fastnet 8%
INDOSAT
TELKOMSEL 5 Indosat 5%
29% 6 Telkomsel 2%

Data collected on March 31st, 2010

Internet Overview
NO. Country Users
1. China 384 M
2. Japan 96 M
3. India 81 M
4. South Korea 37.5 M
5. Indonesia 30 M
http://www.internetworldstats.com/stats3.htm
Indonesia E-Commerce Overview
• Prospect is great but does not make a big jump. WHY?
• Infrastructure.
• Security.
• Awareness, Culture, Habit.
• Ecosystem : Merchant, E-commerce facilitator,
Payment Gateway (Bank), Shipment
What About Indonesia?
#
1
China
baidu.com
Japan
yahoo.co..jp
South Korea
naver.com
Indonesia
facebook.com
• Top 5 website based
2 QQ.com google.co.jp yahoo.com google.co.id on Alexa Rank is
3 google.cn fc2.com google.com google.com
4 sina.com.cn youtube.com daum.net yahoo.com LOCAL MARKETPLACE
5 taobao.com rakuten.co.jp youtube.com blogger.com
6 google.com ameblo.jp google.co.kr kaskus.us

• INDONESIA??
7 163.Com livedoor.com nate.com wordpress.com
8 sohu.com mixi.jp facebook.com youtube.com
9 soso.com wikipedia.org cyworld.com detik.com
10 youku.com google.com blogger.com 4shared.com
What About Indonesia?
amazon eBay rakuten daum Alibaba tokopedia
Market Worldwide Worldwide Japan South China Indonesia
Korea
Founded 1994 1995 1997 1995 1999 2009
Employee 20,500 15,500 3,700 1,200 12,000 6
Revenue 19.196 8.4 billion 1.1 billion 164 million 439 million ?
(USD) billion
Targets For 2010
• Educate Internet users - focus on C2C.
• Develop new features such as pre order, mobile,
payment, infrastructures, etc.
• Increase buyers, sellers, products, transactions,
items sold, and cash turn over.
• Monetize preparation.
Good News For Start-up
• East Ventures is looking for start-up.
• Summarize your idea with enough
research, put it on a business plan.
• Please send it by email to Mr. Willson
Cuaca : willson@east.vc
 Thank you
http://www.tokopedia.com
http://tokopedia.wordpress.com
http://facebook.com/tokopedia
http://twitter.com/tokopedia
leontinus@tokopedia.com
http://facebook.com/leonpsm
http://twitter.com/leon_psm