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 Niemal zawsze rozbija się to o to samo nieporozumienie. Dashboard nie kłamie. Country manager nie kłamie. Mierzą to, o co zostali poproszeni. Problem w tym, że to, o co zostali poproszeni, przestało być tym, co decyduje, czy w CEE w ogóle macie biznes.
 Firmy jadą na metrykach, które najłatwiej zmierzyć — nie na tych, które rozstrzygają o wyniku. Wersja dla CEO jest prostsza: liczba na dashboardzie to nie ta liczba, która się liczy. Ta, która się liczy, siedzi poziom niżej — trudniejsza do policzenia i politycznie niewygodna do wyciągnięcia na wierzch.
 W e-commerce fashion w CEE potrafię te trzy liczby wskazać z nazwy. Żadnej z nich zwykle nie ma w materiałach country managera na zarząd. Wszystkie trzy da się policzyć w mniej niż tydzień — jeśli ktokolwiek zada sobie trud, żeby o nie zapytać.","absoluteBoundingBox":{"x":13142.0,"y":12715.0,"width":300.0,"height":1200.0},"isolatedAbsoluteRenderBounds":{"x":13141.568359375,"y":12720.064453125,"width":297.9814453125,"height":1191.8232421875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":300.0,"y":1200.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Jest taka rozmowa, która dwa razy w roku odbywa się w każdej zachodniej marce fashion działającej w CEE. CFO dzwoni do CEO w poniedziałek wieczorem, tuż po wysłaniu regionalnych materiałów na zarząd. Country manager trzeci kwartał z rzędu dowozi target. Przychód świeci na zielono. Prezentacja wygląda w porządku. A jednak coś w marży kontrybucyjnej przesuwa się w złą stronę — powoli, w sposób, którego rok temu nie było. CFO nie ma jeszcze na to języka. CEO też nie. Zanim ten język się pojawi, naprawa przestaje być tania.
\nPrzyglądałem się tej rozmowie z obu stron stołu częściej, niżbym chciał. Przez większość dekady odpowiadałem za P&L digital tradingu w CEE. Siedziałem na krześle, na którym country manager broni swojej liczby — i naprzeciwko CEO próbujących zrozumieć, dlaczego region, który powinien działać, nie działa.
\nNiemal zawsze rozbija się to o to samo nieporozumienie. Dashboard nie kłamie. Country manager nie kłamie. Mierzą to, o co zostali poproszeni. Problem w tym, że to, o co zostali poproszeni, przestało być tym, co decyduje, czy w CEE w ogóle macie biznes.
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Dwie z trzech: macie kogoś dobrego w połowie roboty. Zdecydujcie, na utratę której połowy Was stać.
Jedna z trzech albo żadna: nie macie w CEE biznesu. Macie w CEE linię przychodową — a różnica stanie się widoczna dla Waszego zarządu w ciągu trzech do siedmiu kwartałów. Wtedy odkręcenie tego będzie kosztować cztery do sześciu razy więcej, niż kosztowałoby zajęcie się tym teraz.
 Dashboard jest zielony, bo dashboard zbudowano pod inny kraj. P&L krwawi, bo kraj się zmienił, a nikt nie przeprojektował dashboardu. To jest rozmowa, którą wolałbym odbyć, niż napisać o niej kolejny artykuł.","absoluteBoundingBox":{"x":12648.0,"y":16775.0,"width":370.0,"height":408.0},"isolatedAbsoluteRenderBounds":{"x":12648.2236328125,"y":16779.83984375,"width":366.357421875,"height":400.048828125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,44.0]],"size":{"x":370.0,"y":408.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Trzy czyste odpowiedzi w tydzień: ufaj zieleni. Dwie z trzech: macie kogoś dobrego w połowie roboty. Zdecydujcie, na utratę której połowy Was stać.
Jedna z trzech albo żadna: nie macie w CEE biznesu. Macie w CEE linię przychodową — a różnica stanie się widoczna dla Waszego zarządu w ciągu trzech do siedmiu kwartałów. Wtedy odkręcenie tego będzie kosztować cztery do sześciu razy więcej, niż kosztowałoby zajęcie się tym teraz.
\nDashboard jest zielony, bo dashboard zbudowano pod inny kraj. P&L krwawi, bo kraj się zmienił, a nikt nie przeprojektował dashboardu. To jest rozmowa, którą wolałbym odbyć, niż napisać o niej kolejny artykuł.","lineIndentations":[0,0],"lineTypes":["NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:4e58c4036603ab5027949b5cf5d2803fa6e6365f/176:3304","fontFamily":"Onest","fontPostScriptName":"Onest-Light","fontStyle":"Light","textAutoResize":"HEIGHT","responsiveTextStyleVariants":[{"minWidth":1280.0,"name":"Desktop","style":{"styleIdForText":"StyleId:4e58c4036603ab5027949b5cf5d2803fa6e6365f/176:3304","fontSize":18.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":27.0,"lineHeightPercent":128.0,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%"}},{"minWidth":1.0,"name":"Mobile","style":{"styleIdForText":"StyleId:4e58c4036603ab5027949b5cf5d2803fa6e6365f/176:3304","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":128.0,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%"}}],"fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":117.647064208984,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2056:26291":{"type":"FRAME","id":"2056:26291","name":"Frame 38","absoluteBoundingBox":{"x":12648.0,"y":15750.0,"width":370.0,"height":956.0},"isolatedAbsoluteRenderBounds":{"x":12647.568359375,"y":15750.0,"width":370.431640625,"height":956.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,3177.0]],"size":{"x":370.0,"y":956.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":20.0,"counterAxisSizingMode":"FIXED","children":["2056:26292","2056:26293"]},"2056:26292":{"type":"TEXT","id":"2056:26292","name":"Po trzecie: jaka jest luka między udziałem aplikacji mobilnej w Waszym przychodzie a tym samym wskaźnikiem u lokalnej konkurencji?","absoluteBoundingBox":{"x":12648.0,"y":15750.0,"width":370.0,"height":96.0},"isolatedAbsoluteRenderBounds":{"x":12648.1123046875,"y":15755.7197265625,"width":348.3486328125,"height":85.2958984375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":370.0,"y":96.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Po trzecie: jaka jest luka między udziałem aplikacji mobilnej w Waszym przychodzie a tym samym wskaźnikiem u lokalnej konkurencji?","lineIndentations":[0],"lineTypes":["NONE"],"listStartOffsets":[],"lineStyleOverrides":[0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:6b738deda4a6a3bc84aa635c47ec819d0175379b/89:4725","fontFamily":"Trirong","fontPostScriptName":"Trirong-SemiBold","fontStyle":"SemiBold","textAutoResize":"HEIGHT","responsiveTextStyleVariants":[{"minWidth":1280.0,"name":"Desktop","style":{"styleIdForText":"StyleId:6b738deda4a6a3bc84aa635c47ec819d0175379b/89:4725","fontSize":24.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":36.0,"lineHeightPercent":128.0,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%"}},{"minWidth":1.0,"name":"Mobile","style":{"styleIdForText":"StyleId:6b738deda4a6a3bc84aa635c47ec819d0175379b/89:4725","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":128.0,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%"}}],"fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":86.5051956176758,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2056:26290":{"type":"TEXT","id":"2056:26290","name":"Marki rosną dzięki nowym kupującym, nie przez mocniejsze dojenie istniejącej bazy. Istniejąca baza jest skończona. Nowi klienci, pozyskani na pełnej marży, to jedyna rzecz, która procentuje. W CEE to przestaje być kwestia akademicka, a staje się operacyjna. Przychód rośnie z jednego z dwóch powodów. Albo pozyskujecie nowych klientów przy zrównoważonej marży — i wtedy biznes procentuje. Albo na nowo rabatujecie istniejącą bazę, żeby utrzymać ją w transakcjach — i wtedy biznes pożera sam siebie, a topline Was okłamuje.
 \"Liczba nowych klientów\" nie jest tym sygnałem — tę liczbę da się ograć. Wystarczająco głęboka promocja wyprodukuje rejestracje, które nie są prawdziwymi nowymi klientami i nigdy więcej nie kupią w pełnej cenie. Sygnałem jest udział przychodu — w tym kwartale — od klientów pozyskanych w ostatnich dziewięćdziesięciu dniach, którzy zapłacili na poziomie lub powyżej Waszego progu pełnej ceny.
 Rośnie kwartał do kwartału — macie w CEE biznes. Stoi w miejscu — macie w CEE region. Spada, podczas gdy przychód dowozi target — macie country managera, który utrzymuje światło w oknach, podpalając bazę klientów. I macie cztery do ośmiu kwartałów, zanim szkody staną się widoczne w sposób, którego nie da się już odkręcić.
 Widziałem ten schemat w fashion w CEE więcej niż raz. W tej chwili siedzi w co najmniej trzech zachodnich markach w regionie. Nie wymienię ich. One wiedzą, o kogo chodzi — bo przeczytały to zdanie i coś poczuły.","absoluteBoundingBox":{"x":12648.0,"y":14837.0,"width":370.0,"height":888.0},"isolatedAbsoluteRenderBounds":{"x":12648.2236328125,"y":14842.591796875,"width":368.185546875,"height":879.2958984375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,116.0]],"size":{"x":370.0,"y":888.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Marki rosną dzięki nowym kupującym, nie przez mocniejsze dojenie istniejącej bazy. Istniejąca baza jest skończona. Nowi klienci, pozyskani na pełnej marży, to jedyna rzecz, która procentuje.\nW CEE to przestaje być kwestia akademicka, a staje się operacyjna. Przychód rośnie z jednego z dwóch powodów. Albo pozyskujecie nowych klientów przy zrównoważonej marży — i wtedy biznes procentuje. Albo na nowo rabatujecie istniejącą bazę, żeby utrzymać ją w transakcjach — i wtedy biznes pożera sam siebie, a topline Was okłamuje.
\n\"Liczba nowych klientów\" nie jest tym sygnałem — tę liczbę da się ograć. Wystarczająco głęboka promocja wyprodukuje rejestracje, które nie są prawdziwymi nowymi klientami i nigdy więcej nie kupią w pełnej cenie. Sygnałem jest udział przychodu — w tym kwartale — od klientów pozyskanych w ostatnich dziewięćdziesięciu dniach, którzy zapłacili na poziomie lub powyżej Waszego progu pełnej ceny.
\nRośnie kwartał do kwartału — macie w CEE biznes. Stoi w miejscu — macie w CEE region. Spada, podczas gdy przychód dowozi target — macie country managera, który utrzymuje światło w oknach, podpalając bazę klientów. I macie cztery do ośmiu kwartałów, zanim szkody staną się widoczne w sposób, którego nie da się już odkręcić.
\nWidziałem ten schemat w fashion w CEE więcej niż raz. W tej chwili siedzi w co najmniej trzech zachodnich markach w regionie. Nie wymienię ich. One wiedzą, o kogo chodzi — bo przeczytały to zdanie i coś poczuły.","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:4e58c4036603ab5027949b5cf5d2803fa6e6365f/176:3304","fontFamily":"Onest","fontPostScriptName":"Onest-Light","fontStyle":"Light","textAutoResize":"HEIGHT","responsiveTextStyleVariants":[{"minWidth":1280.0,"name":"Desktop","style":{"styleIdForText":"StyleId:4e58c4036603ab5027949b5cf5d2803fa6e6365f/176:3304","fontSize":18.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":27.0,"lineHeightPercent":128.0,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%"}},{"minWidth":1.0,"name":"Mobile","style":{"styleIdForText":"StyleId:4e58c4036603ab5027949b5cf5d2803fa6e6365f/176:3304","fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":128.0,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%"}}],"fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":117.647064208984,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2056:26285":{"type":"FRAME","id":"2056:26285","name":"Frame 36","absoluteBoundingBox":{"x":12648.0,"y":13788.0,"width":370.0,"height":908.0},"isolatedAbsoluteRenderBounds":{"x":12648.0,"y":13788.0,"width":370.0,"height":908.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,1215.0]],"size":{"x":370.0,"y":908.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":20.0,"counterAxisSizingMode":"FIXED","children":["2056:26286","2056:26287"]},"2056:26287":{"type":"TEXT","id":"2056:26287","name":"Dashboard mówi: 22–28%. To udział wysłanych sztuk, które wróciły — liczony po fladze, która zapala się, gdy paczka ponownie wjeżdża na magazyn.
 Prawdziwa liczba — ta, która decyduje, czy Wasz P&L w CEE w ogóle się spina — jest istotnie wyższa. I trzeba ją policzyć samemu, bo system tego nie zrobi. Cztery rzeczy, których dashboard nie widzi: zwroty leżące w paczkomatach InPost po dziesięć–czternaście dni, jeszcze niezaksięgowane; paczki, których klient odmówił przy drzwiach, zarejestrowane jako nieudane doręczenie, a nie jako zwrot; problem miksu kategorii — bo obuwie wraca znacznie częściej niż odzież, a koszyk w CEE jest u Was bardziej obuwniczy niż na rynku macierzystym; oraz zwroty transgraniczne księgowane jako korekty logistyczne.
 Dodaj te cztery korekty, a luka względem dashboardu wynosi zwykle od czterech do dziewięciu punktów procentowych. Przy regionie wartym 40 mln €, to od 1,6 do 3,6 mln € przychodu, który rozpoznajecie, choć klient faktycznie nigdy za niego nie zapłacił.
 To nie jest oszustwo. To architektura pomiaru zbudowana pod inny kraj i nigdy nieprzeprojektowana pod ten. Poproś swojego country managera, żeby przeprowadził Cię przez te cztery korekty — z prawdziwymi liczbami. Jeśli nie potrafi tego zrobić w tydzień, to nie on prowadzi ten kraj. To kraj prowadzi jego.","absoluteBoundingBox":{"x":12648.0,"y":13880.0,"width":370.0,"height":816.0},"isolatedAbsoluteRenderBounds":{"x":12648.2236328125,"y":13885.064453125,"width":365.2236328125,"height":807.8232421875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,92.0]],"size":{"x":370.0,"y":816.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Dashboard mówi: 22–28%. To udział wysłanych sztuk, które wróciły — liczony po fladze, która zapala się, gdy paczka ponownie wjeżdża na magazyn.
\nPrawdziwa liczba — ta, która decyduje, czy Wasz P&L w CEE w ogóle się spina — jest istotnie wyższa. I trzeba ją policzyć samemu, bo system tego nie zrobi. Cztery rzeczy, których dashboard nie widzi: zwroty leżące w paczkomatach InPost po dziesięć–czternaście dni, jeszcze niezaksięgowane; paczki, których klient odmówił przy drzwiach, zarejestrowane jako nieudane doręczenie, a nie jako zwrot; problem miksu kategorii — bo obuwie wraca znacznie częściej niż odzież, a koszyk w CEE jest u Was bardziej obuwniczy niż na rynku macierzystym; oraz zwroty transgraniczne księgowane jako korekty logistyczne.
\nDodaj te cztery korekty, a luka względem dashboardu wynosi zwykle od czterech do dziewięciu punktów procentowych. Przy regionie wartym 40 mln €, to od 1,6 do 3,6 mln € przychodu, który rozpoznajecie, choć klient faktycznie nigdy za niego nie zapłacił.
\nTo nie jest oszustwo. To architektura pomiaru zbudowana pod inny kraj i nigdy nieprzeprojektowana pod ten. Poproś swojego country managera, żeby przeprowadził Cię przez te cztery korekty — z prawdziwymi liczbami. Jeśli nie potrafi tego zrobić w tydzień, to nie on prowadzi ten kraj. 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 Zwycięzcy w CEE robią przez aplikację od 65% do 85% przychodu online. To w aplikacji żyje kalendarz merchandisingowy, tam akumulują się dane lojalnościowe, tam kadencja pushy kształtuje drugie zakupy, tam realnie buduje się rytm ponownych zakupów.
 Zachodni gracze wchodzący na rynek operują zwykle między 18% a 35%. CEO słyszy zazwyczaj, że luka \"się domyka\", że aplikacja to \"priorytet na przyszły rok\", że strona responsywna \"dobrze performuje\".
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 Właściwe pytanie nie brzmi \"jaka jest roadmapa aplikacji\". Brzmi: ile kosztuje nas — w LTV klienta — luka między naszym udziałem przychodu z aplikacji a medianą regionalnej konkurencji, za każdy kwartał, w którym jej nie domykamy?
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\nZachodni gracze wchodzący na rynek operują zwykle między 18% a 35%. CEO słyszy zazwyczaj, że luka \"się domyka\", że aplikacja to \"priorytet na przyszły rok\", że strona responsywna \"dobrze performuje\".
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Istniejąca baza jest skończona. Nowi klienci, pozyskani na pełnej marży, to jedyna rzecz, która procentuje. W CEE to przestaje być kwestia akademicka, a staje się operacyjna. Przychód rośnie z jednego z dwóch powodów. Albo pozyskujecie nowych klientów przy zrównoważonej marży — i wtedy biznes procentuje. Albo na nowo rabatujecie istniejącą bazę, żeby utrzymać ją w transakcjach — i wtedy biznes pożera sam siebie, a topline Was okłamuje.
 \"Liczba nowych klientów\" nie jest tym sygnałem — tę liczbę da się ograć. Wystarczająco głęboka promocja wyprodukuje rejestracje, które nie są prawdziwymi nowymi klientami i nigdy więcej nie kupią w pełnej cenie. Sygnałem jest udział przychodu — w tym kwartale — od klientów pozyskanych w ostatnich dziewięćdziesięciu dniach, którzy zapłacili na poziomie lub powyżej Waszego progu pełnej ceny.
 Rośnie kwartał do kwartału — macie w CEE biznes. Stoi w miejscu — macie w CEE region. Spada, podczas gdy przychód dowozi target — macie country managera, który utrzymuje światło w oknach, podpalając bazę klientów. I macie cztery do ośmiu kwartałów, zanim szkody staną się widoczne w sposób, którego nie da się już odkręcić.
 Widziałem ten schemat w fashion w CEE więcej niż raz. W tej chwili siedzi w co najmniej trzech zachodnich markach w regionie. Nie wymienię ich. One wiedzą, o kogo chodzi — bo przeczytały to zdanie i coś poczuły.","absoluteBoundingBox":{"x":11819.5,"y":14102.0,"width":669.0,"height":528.0},"isolatedAbsoluteRenderBounds":{"x":11819.068359375,"y":14107.591796875,"width":667.0595703125,"height":519.2958984375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,68.0]],"size":{"x":669.0,"y":528.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Marki rosną dzięki nowym kupującym, nie przez mocniejsze dojenie istniejącej bazy. Istniejąca baza jest skończona. Nowi klienci, pozyskani na pełnej marży, to jedyna rzecz, która procentuje.\nW CEE to przestaje być kwestia akademicka, a staje się operacyjna. Przychód rośnie z jednego z dwóch powodów. Albo pozyskujecie nowych klientów przy zrównoważonej marży — i wtedy biznes procentuje. Albo na nowo rabatujecie istniejącą bazę, żeby utrzymać ją w transakcjach — i wtedy biznes pożera sam siebie, a topline Was okłamuje.
\n\"Liczba nowych klientów\" nie jest tym sygnałem — tę liczbę da się ograć. Wystarczająco głęboka promocja wyprodukuje rejestracje, które nie są prawdziwymi nowymi klientami i nigdy więcej nie kupią w pełnej cenie. Sygnałem jest udział przychodu — w tym kwartale — od klientów pozyskanych w ostatnich dziewięćdziesięciu dniach, którzy zapłacili na poziomie lub powyżej Waszego progu pełnej ceny.
\nRośnie kwartał do kwartału — macie w CEE biznes. Stoi w miejscu — macie w CEE region. Spada, podczas gdy przychód dowozi target — macie country managera, który utrzymuje światło w oknach, podpalając bazę klientów. I macie cztery do ośmiu kwartałów, zanim szkody staną się widoczne w sposób, którego nie da się już odkręcić.
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 Prawdziwa liczba — ta, która decyduje, czy Wasz P&L w CEE w ogóle się spina — jest istotnie wyższa. I trzeba ją policzyć samemu, bo system tego nie zrobi. Cztery rzeczy, których dashboard nie widzi: zwroty leżące w paczkomatach InPost po dziesięć–czternaście dni, jeszcze niezaksięgowane; paczki, których klient odmówił przy drzwiach, zarejestrowane jako nieudane doręczenie, a nie jako zwrot; problem miksu kategorii — bo obuwie wraca znacznie częściej niż odzież, a koszyk w CEE jest u Was bardziej obuwniczy niż na rynku macierzystym; oraz zwroty transgraniczne księgowane jako korekty logistyczne.
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 To nie jest oszustwo. To architektura pomiaru zbudowana pod inny kraj i nigdy nieprzeprojektowana pod ten. Poproś swojego country managera, żeby przeprowadził Cię przez te cztery korekty — z prawdziwymi liczbami. Jeśli nie potrafi tego zrobić w tydzień, to nie on prowadzi ten kraj. To kraj prowadzi jego.","absoluteBoundingBox":{"x":11819.5,"y":13529.0,"width":669.0,"height":480.0},"isolatedAbsoluteRenderBounds":{"x":11819.755859375,"y":13533.83984375,"width":664.8232421875,"height":472.0478515625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,68.0]],"size":{"x":669.0,"y":480.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Dashboard mówi: 22–28%. To udział wysłanych sztuk, które wróciły — liczony po fladze, która zapala się, gdy paczka ponownie wjeżdża na magazyn.
\nPrawdziwa liczba — ta, która decyduje, czy Wasz P&L w CEE w ogóle się spina — jest istotnie wyższa. I trzeba ją policzyć samemu, bo system tego nie zrobi. Cztery rzeczy, których dashboard nie widzi: zwroty leżące w paczkomatach InPost po dziesięć–czternaście dni, jeszcze niezaksięgowane; paczki, których klient odmówił przy drzwiach, zarejestrowane jako nieudane doręczenie, a nie jako zwrot; problem miksu kategorii — bo obuwie wraca znacznie częściej niż odzież, a koszyk w CEE jest u Was bardziej obuwniczy niż na rynku macierzystym; oraz zwroty transgraniczne księgowane jako korekty logistyczne.
\nDodaj te cztery korekty, a luka względem dashboardu wynosi zwykle od czterech do dziewięciu punktów procentowych. Przy regionie wartym 40 mln €, to od 1,6 do 3,6 mln € przychodu, który rozpoznajecie, choć klient faktycznie nigdy za niego nie zapłacił.
\nTo nie jest oszustwo. To architektura pomiaru zbudowana pod inny kraj i nigdy nieprzeprojektowana pod ten. Poproś swojego country managera, żeby przeprowadził Cię przez te cztery korekty — z prawdziwymi liczbami. Jeśli nie potrafi tego zrobić w tydzień, to nie on prowadzi ten kraj. 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 Zwycięzcy w CEE robią przez aplikację od 65% do 85% przychodu online. To w aplikacji żyje kalendarz merchandisingowy, tam akumulują się dane lojalnościowe, tam kadencja pushy kształtuje drugie zakupy, tam realnie buduje się rytm ponownych zakupów.
 Zachodni gracze wchodzący na rynek operują zwykle między 18% a 35%. CEO słyszy zazwyczaj, że luka \"się domyka\", że aplikacja to \"priorytet na przyszły rok\", że strona responsywna \"dobrze performuje\".
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 Właściwe pytanie nie brzmi \"jaka jest roadmapa aplikacji\". Brzmi: ile kosztuje nas — w LTV klienta — luka między naszym udziałem przychodu z aplikacji a medianą regionalnej konkurencji, za każdy kwartał, w którym jej nie domykamy?
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To udział wysłanych sztuk, które wróciły — liczony po fladze, która zapala się, gdy paczka ponownie wjeżdża na magazyn.
 Prawdziwa liczba — ta, która decyduje, czy Wasz P&L w CEE w ogóle się spina — jest istotnie wyższa. I trzeba ją policzyć samemu, bo system tego nie zrobi. Cztery rzeczy, których dashboard nie widzi: zwroty leżące w paczkomatach InPost po dziesięć–czternaście dni, jeszcze niezaksięgowane; paczki, których klient odmówił przy drzwiach, zarejestrowane jako nieudane doręczenie, a nie jako zwrot; problem miksu kategorii — bo obuwie wraca znacznie częściej niż odzież, a koszyk w CEE jest u Was bardziej obuwniczy niż na rynku macierzystym; oraz zwroty transgraniczne księgowane jako korekty logistyczne.
 Dodaj te cztery korekty, a luka względem dashboardu wynosi zwykle od czterech do dziewięciu punktów procentowych. Przy regionie wartym 40 mln €, to od 1,6 do 3,6 mln € przychodu, który rozpoznajecie, choć klient faktycznie nigdy za niego nie zapłacił.
 To nie jest oszustwo. To architektura pomiaru zbudowana pod inny kraj i nigdy nieprzeprojektowana pod ten. Poproś swojego country managera, żeby przeprowadził Cię przez te cztery korekty — z prawdziwymi liczbami. Jeśli nie potrafi tego zrobić w tydzień, to nie on prowadzi ten kraj. To kraj prowadzi jego.","absoluteBoundingBox":{"x":8966.0,"y":13716.0,"width":816.0,"height":513.0},"isolatedAbsoluteRenderBounds":{"x":8966.251953125,"y":13721.3203125,"width":811.71484375,"height":504.0537109375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,92.0]],"size":{"x":816.0,"y":513.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Dashboard mówi: 22–28%. To udział wysłanych sztuk, które wróciły — liczony po fladze, która zapala się, gdy paczka ponownie wjeżdża na magazyn.
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 Zwycięzcy w CEE robią przez aplikację od 65% do 85% przychodu online. To w aplikacji żyje kalendarz merchandisingowy, tam akumulują się dane lojalnościowe, tam kadencja pushy kształtuje drugie zakupy, tam realnie buduje się rytm ponownych zakupów.
 Zachodni gracze wchodzący na rynek operują zwykle między 18% a 35%. CEO słyszy zazwyczaj, że luka \"się domyka\", że aplikacja to \"priorytet na przyszły rok\", że strona responsywna \"dobrze performuje\".
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 Właściwe pytanie nie brzmi \"jaka jest roadmapa aplikacji\". Brzmi: ile kosztuje nas — w LTV klienta — luka między naszym udziałem przychodu z aplikacji a medianą regionalnej konkurencji, za każdy kwartał, w którym jej nie domykamy?
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To, które rozstrzyga, czy Wasz biznes w CEE ma przyszłość — czy tylko teraźniejszość.
 Zwycięzcy w CEE robią przez aplikację od 65% do 85% przychodu online. To w aplikacji żyje kalendarz merchandisingowy, tam akumulują się dane lojalnościowe, tam kadencja pushy kształtuje drugie zakupy, tam realnie buduje się rytm ponownych zakupów.
 Zachodni gracze wchodzący na rynek operują zwykle między 18% a 35%. CEO słyszy zazwyczaj, że luka \"się domyka\", że aplikacja to \"priorytet na przyszły rok\", że strona responsywna \"dobrze performuje\".
 To jest dokładnie to ujęcie, które powinno wzbudzić Twoją podejrzliwość. Ta luka nie jest problemem optymalizacji kanału. Jeśli udział Waszej aplikacji w CEE jest istotnie poniżej lokalnej konkurencji, to wynajmujecie relację z własnym klientem w cudzej aplikacji — a czynsz rośnie z każdym rokiem, w którym nie macie swojej.
 Właściwe pytanie nie brzmi \"jaka jest roadmapa aplikacji\". Brzmi: ile kosztuje nas — w LTV klienta — luka między naszym udziałem przychodu z aplikacji a medianą regionalnej konkurencji, za każdy kwartał, w którym jej nie domykamy?
 Jeśli odpowiedź przychodzi w slajdach, to nie jest odpowiedź. Jeśli przychodzi w euro — macie operatora.","absoluteBoundingBox":{"x":11819.5,"y":14723.0,"width":669.0,"height":528.0},"isolatedAbsoluteRenderBounds":{"x":11819.755859375,"y":14728.064453125,"width":659.099609375,"height":519.0556640625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,68.0]],"size":{"x":669.0,"y":528.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Pytanie strukturalne. To, które rozstrzyga, czy Wasz biznes w CEE ma przyszłość — czy tylko teraźniejszość.
\nZwycięzcy w CEE robią przez aplikację od 65% do 85% przychodu online. To w aplikacji żyje kalendarz merchandisingowy, tam akumulują się dane lojalnościowe, tam kadencja pushy kształtuje drugie zakupy, tam realnie buduje się rytm ponownych zakupów.
\nZachodni gracze wchodzący na rynek operują zwykle między 18% a 35%. CEO słyszy zazwyczaj, że luka \"się domyka\", że aplikacja to \"priorytet na przyszły rok\", że strona responsywna \"dobrze performuje\".
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\nWłaściwe pytanie nie brzmi \"jaka jest roadmapa aplikacji\". Brzmi: ile kosztuje nas — w LTV klienta — luka między naszym udziałem przychodu z aplikacji a medianą regionalnej konkurencji, za każdy kwartał, w którym jej nie domykamy?
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To udział wysłanych sztuk, które wróciły — liczony po fladze, która zapala się, gdy paczka ponownie wjeżdża na magazyn.
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