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2019 | OriginalPaper | Buchkapitel—A Period of Transition!

verfasst von : Farrah Arif, Sarah Suneel Sarfraz

Erschienen in: Business and Management Practices in South Asia

Verlag: Springer Singapore

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Pakwheels.​com was a vertical automotive portal, founded in 2003 and acquired by entrepreneurs Raza Saeed and Suneel Munj in 2008. Over the last 12 years of its operations, Pakwheels.​com had helped millions of Pakistanis buy and sell cars and bikes, read reviews and news about automobiles, check prices, and find solutions to their automotive needs. PakWheels had managed to increase its market share despite facing competition from competing classifieds websites introduced by giants like OLX and other international internet firms like carmudi.​com. This was possible due to the cult-like following of PakWheels’ very loyal user base. Going forward, Raza and Suneel would have to decide the best way to scale up their business by utilizing the investor money in an efficient manner. But before that might happen, they knew they needed to lay out a clear and compelling strategy which would create the most value for the business and its stakeholders by asking some tough questions.

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Gulberg is the Central Business District of Lahore, Pakistan.
A horizontal online classifieds marketplace for used goods such as furniture, musical instruments, sporting goods, cars, youngster and baby items, motorcycles, cameras, mobile phones, property etc.
Lahore University of Management Sciences (LUMS) is a privately owned institute based in Lahore, Pakistan. It is one of the top ranked universities in Pakistan (source: www.​lums.​edu.​pk).
A vertical classified market: vendors offer goods and services specific to an industry, trade, profession or a group of customers with specialized needs.
A horizontal classified market: vendors offer a wide range of goods and services to a large group of customers with a wide range of needs.
Craigslist is a horizontal classified advertisements website devoted to jobs, housing, personals for sale, items wanted, services, community, gigs, résumés, and discussion forums. It started from San Francisco bay area and then expanded to other U.S. cities in 2000, and now covers 70 countries.
eBay Inc. is an American multinational corporation and horizontal ecommerce company, providing consumer to consumer and business to consumer sales services via internet. It is headquartered in San Jose, California with operations localized in over thirty countries (source: www.​ebay.​com).
Hits: an individual landing on the website through online advertisement or any other online sources and then leaving.
Visitors: people who actually browse and spend time exploring various sections of the website.
https://​aurora.​dawn.​com/​news/​1140680. Excerpt from an interview by Raza Saeed.
AdSense (Google AdSense) is an advertising placement service by Google. The program is designed for website publishers who want to display targeted text, video or image advertisements on website pages and earn money when site visitors view or click the ads.
Punjab is the biggest province of Pakistan.
Search engine optimization (SEO): process of improving traffic to a given website by increasing the site’s visibility in search engine results (source: www.​businessdictiona​ry.​com).
Paid search marketing: company advertising within the sponsored listings of a search engine or a partner site by paying either each time the company’s advertisement is clicked (pay-per-clickPPC) or when the company’s advertisement is displayed (cost-per-impressionCPM) (source: www.​econsultancy.​com).
Remarketing: to re-engage with site visitors based on their behaviour on prior visits by using a banner advertisement on a third party site, e.g., google.​com (source: www.​support.​google.​com)
Similarweb.​com is an information technology company founded in March 2009. They provide services in web analytics, data mining and business intelligence for international corporations. It uses big data technologies to collect, measure, and analyze and provides user engagement statistics for websites and mobile apps.
A vertical job classified website.
A vertical real estate classified website.
5.2 million were the users of the entire horizontal portal, which included job classifieds, real-estate classifieds, auto classifieds and others such as electronics, households, etc.
Titel—A Period of Transition!
verfasst von
Farrah Arif
Sarah Suneel Sarfraz
Springer Singapore

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