Overview
FPCG was engaged by Kobo, Canada’s leading eBooks and eReader company, to devise and execute an international expansion plan in a GM / COO capacity, handling supply chain, manufacturing, distribution, eCommerce, device hardware and software localization, and business-to-business (b2b) and business-to-consumer (b2c) sales & marketing. The scope covered devices, hardware and software launches and operations.
Kobo understood that they had a small window of opportunity to establish a presence ahead of Amazon and Apple in key territories around the world.
FPCG quickly identified the market potential for 30 territories worldwide and an approach to go after them one by one. Together with Kobo’s visionary executives and their talented publishing, eCommerce and business development teams, FPCG outlined the go-to-market approach to bring the entire Kobo ecosystem to Europe, Asia, South America, Latin America and Australia.
FPCG oversaw the process of expanding all of the following elements and bringing them to markets all over the world:
- eInk eReaders (multiple models)
- colour Android tablet
- eCommerce websites
- iOS eReading apps
- Android eReading apps
- retail signage and presentation
- millions of eBooks
- local staff and team setup
During the expansion phase, FPCG took on executive management duties to lead Kobo’s international team (resources of nearly 100 staff and suppliers), and oversee the strategic and tactical aspects of:
- Strategic and financial planning, target setting and key performance indicators
- Retail relations with leading bricks & mortar/eCommerce retailers Indigo, Best Buy & Futureshop (Canada/US), WHSmith (UK), FNAC (France, Spain), Libris (Netherlands), Whitcoulls (Australia), Mondadori (Italy), Rakuten (Japan, Asia) and others.
- Partnership development with distribution partners and manufacturing partners
- Supply chain, regulatory compliance, legal
- Legal and regulatory compliance
- eBook marketing and customer acquisition, conversion and retention
- Overal P&L and business performance
Services Provided
- Strategic & financial planning
- Analytics
- Marketing planning
- User experience & eCommerce design
- Content assessment & design
- Partnership relations
- Organizational assessment & team leadership
- Interim management solutions / executive leadership
Third Parties & Partners
- Retail – Indigo, Best Buy, WHSmith, FNAC, Libris, Mondadori, Whitcoulls, Rakuten, others.
- Manufacturing & QA – Celestica (Canada, China)
- Distribution – retailers as above, Ingram Micro worldwide
- Product design – IDEO, Hardware / Software localization – local agencies, in-house
- Web design / eCommerce – in-house, Magento
- Various legal and compliance regulatory bodies
- International marketing agencies
- Publishers and eBook suppliers
Results
By all accounts, the global expansion has been a resounding success.
International sales of eReaders and eBooks climbed from $1.5M to over $90M. Kobo now serves over 10 million customers worldwide, in over 190 countries in 60+ languages. Kobo was also acquired by Japanese eCommerce giant Rakuten, in great part due to their international footprint, and their ability to beat Amazon and Apple in key markets worldwide.