The coffee shops of Mayfair

When personalisation goes wrong: an ecommerce story.

"A story of dried mangoes and split yokes"

A key investment theme for me around ecommerce is personalisation.  I have a new post coming on this but a quick bit of background on the sector by way of anecdote. Two examples from recent personal experience:

 

Graze have a beautiful box and bodenesque (innocentesque ?) branding for middle class brits. They also have a very comprehensive online form to fill out so you spend 15 minutes telling them exactly what you do and don’t like so they can tailor it for you.  However my first box arrived and I contained something I hate: Macadamia Nuts.  I cancelled it.  I am sure it was my fault.  I am sure I missed a tick box somewhere.  But the point is that if you raise expectations for a perfect product (which by definition a personalized product is), then too much choice can be negative.  

 

TailorStore solves my problem of over-paying for tailored clothing.  Which is a big problem for me. After a similarly convoluted online form-filling process (but this time involving a measuring tape, my wife, an old shirt and a mirror) I got a shirt ordered.  However when the shirt came, the shirt did not fit.  A bit of forensic investigation revealed an error in one of their pictures on how to measure for a shirt.  This was their fault and after an awful customer service episode I have a credit note, but the point here is that there is a now a useless shirt on my shelf that has pissed me off and destroyed the margins of Tailorstore.

 

As an investor this is another area of caution for personalisation businesses: Returns can completely alter the profitability of a standard ecommerce operation but when you can’t sell the returns on…

The Ebay Skype write down is bad news for venture capital

Since ebay admitted that, really, they messed up with Skype, there is an amusing opportunity for the vcs who passed on investing into Skype 3 years ago due its lack of revenue model to say "I told you so".  It would not be the first time that the vc community thinks its a lot smarter than the listed markets.

But why does the Skype write down worry me? Surely, I hear people say, the vcs shouldn't care. They got in and out and made some good money.

This is quite wrong.

The point is that we will all need to sell a number companies into listed web companies.

We want their acquisitions to make them money so they come back to us for more.

The FT does a good job of comparing the terrible Skype acquisition with the wonderful myspace acquisition which has made lots of money from Newscorp.

A pity they can't all be like Newscorp.

I also think Nic is missing the point.  it's not what you can auction them up to in the short term, it what value these businesses create over the longer term.

I REALLY REALLY hope that CBS eventually turns a terrific profit line from Last.FM .  And I really hope, not that Facebook sells for $10bn but that Facebook creates real value. Real revenues and real profits for an acquiror or for retail investors at IPO.  Without real value being created, over the longer term VCs will be on shaky ground.