How to start an e-commerce company for under VND2,000,000/MONTH The journey of a thousand miles begins with just one step LINH THAI FOUNDER / CEO, RITA AND PHILL WWW.RITAANDPHILL.COM

I can’t be an entrepreneur because… I don’t know how I don’t have the money I don’t have the time I don’t have an idea Everyone says taking that first step is really hard. Why?

Ecommerce set-up 101 17 “easy” steps to getting started Branding: domain name, email, social media Website Site add-on functionality Data: customer-driven decisions Management Strategy

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Step 1, Branding: domain name and social media Fees Total cumulative fees / year 1. Check your company name for a domain name and social media: https://www.namecheckr.com/ Free $0

Step 1, Branding: domain name and social media Fees Total cumulative fees / year 1. Check your company name for a domain name and social media: https://www.namecheckr.com/ Free $0

Step 1, Branding: domain name and social media Fees Total cumulative fees 1. Check your company name for a domain name and social media: https://www.namecheckr.com/ Free $0 2. Register your .com domain name https://www.godaddy.com/ $14.99 / yr $14.99/yr

Tip: Add to cart, create an account, and then abandon your cart. You will receive a discount code in your email within 24 hours.

Step 1, Branding: domain name and social media Fees Total cumulative fees 1. Check your company name for a domain name and social media: https://www.namecheckr.com/ Free $0 2. Register your .com domain name https://www.godaddy.com/ $14.99 / yr $14.99/yr

Step 1, Branding: domain name and social media Fees Total cumulative fees / year 1. Check your company name for a domain name and social media: https://www.namecheckr.com/ Free $0 2. Register your .com domain name https://www.godaddy.com/ $14.99 / yr $14.99/yr 3. Set up your email address https://gsuite.google.com/products/gmail/ $5/mo/user $5/mo $74.99/yr

You are a business. NEVER send emails from gmail.com, yahoo.com, or any other domain. It only takes 15 minutes and $5/month to look professional!

Step 1, Branding: domain name and social media Fees Total cumulative fees / year 4. Register the key social media accounts https://www.facebook.com/ https://plus.google.com/ https://www.instagram.com/ https://www.pinterest.com/ https://twitter.com/ https://www.linkedin.com https://www.youtube.com/ Free $5/mo $74.99/yr

Register on all the sites, but focus on 3 channels. Very difficult to be active on more channels with small team.

Step 1, Branding: domain name and social media Fees Total cumulative fees / year 5. Set up tools to help with posting https://buffer.com/ Schedule posts for later https://ifttt.com/ Post to several networks when Buffer posts to one network Free or $10/month Free $15/mo $84.99/yr

social media Buffer: Free for 10 posts The problem The solution Schedule your posts all at one time. Recommend 1-2 weeks in advance. 3 social networks x 3 posts/day/network = 9 total posts day x 14 days = 126 total posts Buffer: Free for 10 posts $10/month for 100 scheduled posts

Schedule posts by day, time and channel

Use IFTTT to complement Buffer. Buffer limit: 100 posts. Use Facebook on Buffer, then use IFTTT to put the same posts on Twitter.

Step 1, Branding: domain name and social media Fees Total cumulative fees / year 5. Set up tools to help with posting https://buffer.com/ Schedule posts for later https://ifttt.com/ Post to several networks when Buffer posts to one network Free or $10/month Free $15/mo $84.99/yr

Step 2, Website: initial set-up Fees Total cumulative fees / year 6. Use an e-commerce platform https://www.shopify.com/ https://www.squarespace.com http://www.commercehub.com/ https://magento.com/ 14-day free trial, $29/month $44/mo $432.99/yr 7. Select a theme https://themes.shopify.com/ Free to $190 $622.99/yr

Select a theme that matches your brand identity No coding skills needed

Make sure theme is Responsive (automatically resizes to fit mobile devices) Recommend: Any theme by Out of the Sandbox – Very well designed, great customer service

Step 2, Website: initial set-up Fees Total cumulative fees / year 6. Use an e-commerce platform https://www.shopify.com/ https://www.squarespace.com http://www.commercehub.com/ https://magento.com/ 14-day free trial, $29/month $44/mo $432.99/yr 7. Select a theme https://themes.shopify.com/ Free to $190 $622.99/yr

Step 2, Website: initial set-up Fees Total cumulative fees / year 8. Set up site, upload images Varies $44/mo $622.99/yr

White paper for background Lots of light. Natural light is best. Mobile phone YouTube tutorial on Photoshop retouching

Step 2, Website: initial set-up Fees Total cumulative fees / year 8. Set up site, upload images Varies $44/mo $622.99/yr This step is the most subjective in terms of cost. Depending on your product, you may spend VND100,000 or VND10,000,000 on product images and other images for the site.

Step 3, site functions: add-on functionality Fees Total cumulative fees / year 9. Select apps for your store Online chat Olark, https://www.olark.com/ Email pop-up Privy, https://privy.com/ Referral program, email pop-up Swell, https://www.swellrewards.com Remarketing helper Shoelace, http://shoelace.com/ Varies Free $29/month Free - $19/month $73/mo $970.99/yr

Step 3, site functions: add-on functionality Fees Total cumulative fees / year 9. Select apps for your store Online chat Olark, https://www.olark.com/ Email pop-up Privy, https://privy.com/ Referral program, email pop-up Swell, https://www.swellrewards.com Remarketing helper Shoelace, http://shoelace.com/ Varies Free $29/month Free - $19/month $73/mo $970.99/yr

Step 4, data: customer-driven decisions Fees Total cumulative fees / year 10. Set up Google Analytics account https://analytics.google.com/ Free $73/mo $970.99/yr 11. Set up Event tracking on your site Good explanation, read this for the concepts. But don’t use the code suggestions. https://www.koozai.com/blog/analytics/the-complete-google-analytics-event-tracking-guide-plus-10-amazing-examples/ About the code: https://developers.google.com/analytics/devguides/collection/analyticsjs/events/

Step 4, data: customer-driven decisions Fees Total cumulative fees / year 12. Use the Analytics URL Builder to create tracking links for all ads and emails https://ga-dev-tools.appspot.com/campaign-url-builder/ Free $73/mo $970.99/yr 13. Use a heatmap app to track activity on site http://www.inspectlet.com/ Free - $39/month

Sample targeting Targeting Creative Retargeting Same message Country US UK AU Interests Baby Fashion Plus size Age 21-30 31-45 46+ Targeting Same message Different text (e.g. Baby: fit, Fashion: styles) Different images (e.g. age of models, length of skirts) Creative Holiday promotion Keep consistent messaging as before Keep consistent messaging as before Retargeting

Step 5, prioritize: manage your team / time Fees Total cumulative fees / year 14. Use a project management tool https://app.asana.com/ https://trello.com/ Free $73/mo $970.99/yr 15. File management https://drive.google.com/ http://www.dropbox.com/ http://www.box.com/

Step 6, strategy: Know thy enemy Fees Total cumulative fees / year 16. Set up Google Alerts for competitors and industry keywords https://www.google.com/alerts/ Free $73/mo $970.99/yr

I can be an entrepreneur because… Follow the steps in this guide! I don’t know how

I can be an entrepreneur because… $73 / month = VND1,700,000 How much did you spend on coffee and shoes last month? I don’t have the money

I can be an entrepreneur because… Do 1 step per week. Your business will be up in 17 weeks = 4 months. I don’t have the time

I can be an entrepreneur because… It doesn’t matter. You’re learning. VND1,700,000… How much did you pay to go to school? I don’t have an idea

“Ideas are easy. Implementation is hard.” Entrepreneurship is a marathon. Put your head down, do the work, feel the pain. Believe In yourself and your team. It will all be worth it at the end.

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