This document discusses lessons learned from international expansions within and beyond Europe. It provides an overview of Rocket Internet's expansion strategy in Europe and Homejoy's expansion into Europe from their headquarters in Mountain View, California. Homejoy expanded into Europe because of the large and growing e-commerce market. The document outlines factors to consider for expansion, including country selection, vision, hiring, legal setup, technical and operational localization, and marketing. It also discusses strategies for expansion through acquisition of local companies or starting from scratch in new markets.

1. Lessons learned from international expansions within, into, and beyond Europe!
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February 2, 2015 – European Entrepreneurship and Innovation @ Stanford Engineering!
Expanding to Europe!
Bastian Purrer – VP Growth, Homejoy Inc!

2. Overview!
Rocket Internet – the European perspective!
Homejoy – the Silicon Valley perspective!
Why Europe?!
How to Expand – a Checklist!
Different Expansion Strategies!

3. Personal intro!
3
VP Growth at Homejoy since 2014

4. Rocket Internet – expansion as a business model!
Why it matters!
1. Know how to react!
2. Bring your best game!
3. Keep innovating!
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5. About Homejoy!
Founded in Mountain View!
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Online Platform for !
Home Service Providers!
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30+ cities in 2 years!
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6. Homejoy’s Expansion to Europe!

7. Why Europe?!
E-commerce Sales 2015,!
by region (projected)!
Source: eMarketer, June 2013
$606b
$523b
$323b$423b
$63b
$40b

8. How to Expand!
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q Country Selection!
q Vision!
q Hiring!
q Legal set up!
q Technical localization!
q Operational localization!
q Marketing!

9. Global Structure – Central vs Local!
Operations!
Sales!
Digital Marketing, Email!
Product!
Inventory buying: Local-only brands!
Engineering!
Localized" " " " " " " " " " " " " " " " "Centralized!
Customer Service!
Partnerships, Offline Marketing!
Analytics/Data Science/Business Intelligence !
Inventory buying: International brands!

10. Acquisition:!
Ø Local Talent!
Ø Unique Technology!
Ø Users/Supply!
Ø Join forces!
Ø Overcome legal hurdles!
Ø Head start, faster to market!
Expansion Strategies!
DIY:!
Ø Start from zero!
Ø More influence on processes & culture!
Ø Needs attention & central !
"resources!
Ø Can be distracting from US market!
Ø Usually less expensive!

11. !
Bastian Purrer!
www.homejoy.com!
@homejoyinc!
bastian@homejoy.com!
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P.S. We are hiring Engineers! Please reach out!!
Thank you!