Cindy Fu

A key partnership creates shared value in the Canadian e-commerce market.

Sean Clark recognized the shoe market online in Canada was an opportunity. Assessing the shoe market in Canada using SWOT, Mr. Clark identified the weakness of an online shoe retailer for Canadians. Since Zappos had to cease Canadian shipping due to border crossing issues in 2011, there were no barriers to entry. The strength of starting an online shoe retailer in Canada was that it was less developed and competitive than in the United States. All in all this creates shared value for the Canadian online consuming market, where Canadians will purchase from a Canadian online retailer rather than a website that is US based.

Partnering with Clearly Contacts CEO Roger Hardy, has opened up doors for Sean Clark’s  new online footwear retailer ShoeMe. Clark’s key partner is Roger Hardy who has experience from expanding a small startup into a successful multi-continent retailer. Finding this partnership, and maintaining it will bring the much-needed guidance to start up ShoeMe.ca.

Mr. Clark decided on a focus strategy (differentiation)  in the narrow segment strategy similar to that of Clearly Contacts. He decided to focus on the domestic market after weighing the risks and identifying the strengths of his value proposition. His value proposition was to give Canadians an online shoe shopping experience similar to Zappos, with over 100 different shoe brands.

Will Mr. Clark create corporate culture similar to Zappos? Hiring only those who will be amiable, and a person that fits into the company’s culture. Corporate culture is extremely important, and can propel Mr.Clark’s online business.

References:

“Porter’s Generic Strategies.” Porter’s Generic Strategies. N.p., n.d. Web. 18 Nov. 2013. <http://www.quickmba.com/strategy/generic.shtml>.

“Tony Hsieh, Zappos, and the Art of Great Company Culture.” Tony Hsieh, Zappos, and the Art of Great Company Culture. N.p., n.d. Web. 18 Nov. 2013. <http://blog.kissmetrics.com/zappos-art-of-culture/>.