{"id":1750,"date":"2016-08-25T13:41:19","date_gmt":"2016-08-25T11:41:19","guid":{"rendered":"http:\/\/blog.gopay.com\/?p=1750"},"modified":"2025-06-23T14:37:11","modified_gmt":"2025-06-23T12:37:11","slug":"jan-kalianko-mysleli-jsme-ze-naucime-cechy-kupovat-boty-na-internetu-behem-tri-let","status":"publish","type":"post","link":"https:\/\/www.gopay.com\/blog\/jan-kalianko-mysleli-jsme-ze-naucime-cechy-kupovat-boty-na-internetu-behem-tri-let\/","title":{"rendered":"Jan Kalianko: Mysleli jsme, \u017ee do t\u0159\u00ed let nau\u010d\u00edme \u010cechy kupovat boty na internetu"},"content":{"rendered":"

Za t\u0159i\u00a0roky chceme m\u00edt obrat kolem 40 milion\u016f, \u0159\u00edk\u00e1 e-shop konzultant a\u00a0spolumajitel vod\u0148ansk\u00e9ho e-shopu Sv\u011btbot.cz<\/a> Jan Kalianko. Jak se v \u010cesku prod\u00e1vaj\u00ed boty online, pro\u010d nev\u011b\u0159\u00ed sout\u011b\u017ei ShopRoku a kam chce posunout konferenci E-shop summit, vypr\u00e1v\u00ed Kalianko v rozhovoru s GoPay.<\/strong>
\n<\/p>\n

GoPay: Provozujete e-shop, poskytujete konzultace, organizujete dva marketingov\u00e9 eventy, do toho publikujete a jste aktivn\u00ed na twitteru. Jak to v\u0161echno st\u00edh\u00e1te?<\/b>
\nJsem workholik. Poch\u00e1z\u00edm\u00a0z malom\u011bsta, okolo domu jsme m\u011bli kr\u00e1l\u00edky, slepice a dal\u0161\u00ed zv\u00ed\u0159ata. Pom\u00e1hali jsme rodi\u010d\u016fm a chodilo to tak, \u017ee dokud byla pr\u00e1ce, d\u011blalo se. Tenhle p\u0159\u00edstup se mi dostal pod k\u016f\u017ei.<\/span><\/p>\n

GoPay: Jak jste se od pr\u00e1ce kolem domu dostal k e-shop\u016fm a online marketingu?<\/b>
\nRodi\u010de n\u00e1s vedli, abychom znali cenu pen\u011bz. Od 11 let jsem brig\u00e1dni\u010dil. Rozv\u00e1\u017eel jsem noviny, balil jsem doma \u010dokol\u00e1dy. V 16 jsem za\u010dal hr\u00e1t po diskot\u00e9k\u00e1ch jako DJ. Postupn\u011b to p\u0159est\u00e1valo d\u00e1vat smysl a j\u00e1 p\u0159e\u0161el k internetu. Za\u010d\u00ednal jsem s weby a v roce 2009 u\u017e jsem provozoval druhou nejv\u011bt\u0161\u00ed aukci s platbou za p\u0159\u00edhoz v \u010cesku.<\/span><\/p>\n

GoPay: Aukce s platbou za p\u0159\u00edhoz u\u017e dneska na\u0161t\u011bst\u00ed moc nefr\u010d\u00ed…<\/b>
\nTenkr\u00e1t to ale v \u010cech\u00e1ch nikdo neznal. Za\u010d\u00ednali jsme s po\u010d\u00e1te\u010dn\u00ed investic\u00ed 200 tis\u00edc a dok\u00e1zali \u00a0jsme konkurovat nejv\u011bt\u0161\u00ed aukci v zemi, do kter\u00e9 v t\u00e9 dob\u011b proudily mili\u00f3ny od investora. D\u00edky tomu, \u017ee jsme byli jedni z prvn\u00edch, rostli jsme neskute\u010dn\u00fdm zp\u016fsobem a na\u0161e m\u011bs\u00ed\u010dn\u00ed obraty se pohybovaly v milionech.<\/span><\/p>\n

inspirovali jsme se v N\u011bmecku<\/h3>\n

GoPay: Co se d\u011blo d\u00e1l?<\/b>
\nKdy\u017e p\u0159i\u0161ly slevov\u00e9 servery, uk\u00e1zalo se, \u017ee aukce nejsou d\u00e1l \u017eivotaschopn\u00e9. Na\u0161t\u011bst\u00ed n\u00e1m to v\u010das do\u0161lo a \u010dinnost port\u00e1lu jsme utlumili.<\/span><\/p>\n

GoPay: Jak jste se dostal k bot\u00e1m?<\/strong>
\nStejn\u011b jakou u aukce s platbou za p\u0159\u00edhoz jsme se inspirovali za hranicemi, konkr\u00e9tn\u011b v N\u011bmecku. V t\u00e9 dob\u011b tam u\u017e dob\u0159e fungovalo Zalando, kter\u00e9 dnes vyrostlo do gigantick\u00fdch rozm\u011br\u016f a prod\u00e1v\u00e1 kompletn\u00ed m\u00f3du. Tehdy ale d\u011blali jen boty a n\u00e1m p\u0159i\u0161lo jako dobr\u00fd n\u00e1pad p\u0159in\u00e9st online prodej bot do \u010cech.<\/p>\n

GoPay: Jak vypadal rozjezd Sv\u011btabot.cz?<\/strong>
\nByli jsme naivn\u00ed a up\u0159\u00edmn\u011b nev\u00edm, jestli bych se do toho pustil znovu. Nejv\u011bt\u0161\u00ed omyl byl, \u017ee jsme si mysleli, \u017ee b\u011bhem dvou t\u0159\u00ed let nau\u010d\u00edme lidi nakupovat boty p\u0159es internet. Te\u010f je jasn\u00e9, \u017ee to bude trvat\u00a0o n\u011bco d\u00e9le.<\/p>\n

Byli jsme naivn\u00ed a up\u0159\u00edmn\u011b nev\u00edm, jestli bych se do toho pustil znovu.<\/strong><\/p><\/blockquote>\n

GoPay: V \u010dem jste se je\u0161t\u011b m\u00fdlili?<\/strong>
\nMysleli jsme si nap\u0159\u00edklad, \u017ee m\u00e1me \u0161irokou c\u00edlovou skupinu a \u017ee u n\u00e1s budou nakupovat tak\u00e9 mlad\u00ed lid\u00e9. Realita je takov\u00e1, \u017ee lid\u00e9 do 25 let n\u00e1s v\u016fbec nezaj\u00edmaj\u00ed. Neexistuje u nich v\u011brnost a \u0159e\u0161\u00ed hlavn\u011b cenu.\u00a0Neum\u00edme z nich dostat pen\u00edze, aby se vyplatilo na n\u011b c\u00edlit.<\/p>\n

GoPay: Kdo je va\u0161\u00edm typick\u00fdm z\u00e1kazn\u00edkem?<\/strong>
\n\u017deny st\u0159edn\u00edho a vy\u0161\u0161\u00edho v\u011bku. Typicky \u017eena kolem 35 let, co sed\u00ed cel\u00fd den v kancel\u00e1\u0159i a kdy\u017e se nud\u00ed, brouzd\u00e1 po internetu a prohl\u00ed\u017e\u00ed si boty.<\/p>\n

\"Jan<\/p>\n

GoPay: Nen\u00ed to paradox, \u017ee boty na internetu nakupuj\u00ed sp\u00ed\u0161e star\u0161\u00ed lid\u00e9?<\/strong>
\nParadoxn\u00ed to trochu je. N\u00e1m to ale uleh\u010duje situaci. N\u00e1\u0161 z\u00e1kazn\u00edk k n\u00e1m z velk\u00e9 \u010d\u00e1sti chod\u00ed p\u0159es Seznam, i kdy\u017e Google na tom te\u010f tak\u00e9 nen\u00ed \u0161patn\u011b a my pom\u011brn\u011b p\u0159esn\u011b v\u00edme, jak\u00e9 boty a zna\u010dky u n\u00e1s chce koupit.<\/p>\n

GoPay: Jak pracujete se zna\u010dkami?<\/strong>
\nM\u00e1me n\u011bkolik zna\u010dek, kter\u00e9 n\u00e1m d\u011blaj\u00ed 70 % byznysu, a v\u00edme, \u017ee je v\u017edy prod\u00e1me. Na n\u011b nabalujeme dal\u0161\u00ed zna\u010dky, kter\u00e9 se n\u00e1m l\u00edb\u00ed, nebo o kter\u00fdch si mysl\u00edme, \u017ee zapadaj\u00ed do na\u0161eho portfolia. Kdy\u017e zav\u00e1d\u00edme novou zna\u010dku, zji\u0161\u0165uji, jak je hledan\u00e1, jak\u00e9 dotazy v souvislosti s n\u00ed lid\u00e9 pou\u017e\u00edvaj\u00ed, a na z\u00e1klad\u011b toho se rozhoduji, jestli takovou zna\u010dku za\u010dneme prod\u00e1vat.<\/p>\n

Jdeme po zna\u010dk\u00e1ch, kter\u00e9 prod\u00e1me<\/h3>\n

GoPay: Kolik prod\u00e1v\u00e1te zna\u010dek? <\/strong>
\nD\u0159\u00edv jsme jich m\u011bli zhruba 60. Pak jsme zjistili, \u017ee sta\u010d\u00ed m\u00edt kolem 20 zna\u010dek. T\u011bch opravdu siln\u00fdch prodejn\u00edch m\u00e1me asi jen 5. Jdeme po tom, co prod\u00e1me a zna\u010dky, kter\u00e9 nikdo nehled\u00e1, se na internetu stra\u0161n\u011b \u0161patn\u011b prod\u00e1vaj\u00ed.<\/p>\n

GoPay: Pro\u010d bych si m\u011bl koupit boty u v\u00e1s a ne jinde?<\/strong>
\nNa tuhle ot\u00e1zku se t\u011b\u017eko hled\u00e1 odpov\u011b\u010f. Kdy\u017e jsme v roce 2011 za\u010d\u00ednali, sna\u017eili jsme se vym\u00fd\u0161let a kop\u00edrovat slu\u017eby, kter\u00e9 tu do t\u00e9 doby nikdo nenab\u00edzel a poskytovaly je maxim\u00e1ln\u011b e-shopy v zahrani\u010d\u00ed. Jako prvn\u00ed jsme v \u010cesku zavedli vr\u00e1cen\u00ed a v\u00fdm\u011bnu bot zdarma. Postupn\u011b jsme zav\u00e1d\u011bli i dal\u0161\u00ed slu\u017eby. Ostatn\u00ed je ale v\u017edy v\u00edce \u010di m\u00e9n\u011b \u00fasp\u011b\u0161n\u011b zkop\u00edrovali a dnes jsou podle m\u011b v\u0161echny mo\u017enosti vy\u010derpan\u00e9. Jedinou p\u0159idanou hodnotou je rychlost a kvalita dod\u00e1n\u00ed zbo\u017e\u00ed a s t\u00edm souvisej\u00edc\u00ed servis. Z tohoto pohledu Sv\u011btbot vynik\u00e1 jednoduchost\u00ed v\u00fdm\u011bny zbo\u017e\u00ed. Nicm\u00e9n\u011b uv\u011bdomuji si, \u017ee ani v tomto nejsme \u00fapln\u011b unik\u00e1tn\u00ed.<\/p>\n

GoPay: Je d\u016fle\u017eit\u00e9, aby byl e-shop n\u011b\u010d\u00edm unik\u00e1tn\u00ed? Nebo jde o p\u0159ece\u0148ovanou my\u0161lenku?<\/strong>
\nJe to d\u016fle\u017eit\u00e9 ve chv\u00edli, kdy e-shop dok\u00e1\u017ee svoji v\u00fdjime\u010dnost z\u00e1kazn\u00edkovi p\u0159edat. M\u016f\u017eu nab\u00edzet sebelep\u0161\u00ed slu\u017ebu nebo v\u011bc, ale kdy\u017e ji z\u00e1kazn\u00edk b\u011bhem prvn\u00ed n\u00e1v\u0161t\u011bvy nepozn\u00e1, je mi to vlastn\u011b k ni\u010demu.<\/p>\n

Se ziskem prod\u00e1v\u00e1me jenom 2 m\u011bs\u00edce v sez\u00f3n\u011b.<\/strong><\/p><\/blockquote>\n

GoPay: Jak\u00e9 jsou mar\u017ee na online trhu s botami? <\/strong>
\nU bot a m\u00f3dy jsou mar\u017ee celkem slu\u0161n\u00e9. N\u00e1m se pohybuj\u00ed od 45 % do 60 % z prodejn\u00ed ceny. Na prvn\u00ed pohled to vypad\u00e1 skv\u011ble, jen\u017ee s plnou mar\u017e\u00ed se prod\u00e1v\u00e1 jen v sez\u00f3n\u011b, tedy 4 m\u011bs\u00edce v roce. Mimo sez\u00f3nu se prod\u00e1v\u00e1 se slevou, kdy v\u011bt\u0161ina prodejc\u016f jde na nulov\u00e9 mar\u017ee, jen aby prodali. J\u00e1 d\u00e1v\u00e1m slevu 20 % a na star\u0161\u00ed modely maxim\u00e1ln\u011b 30 % a tak\u00e9 je bez probl\u00e9m\u016f prod\u00e1m. Lid\u00e9 n\u00e1m slevy v\u011b\u0159\u00ed, a tak na rozd\u00edl od kamenn\u00fdch obchod\u016f prod\u00e1v\u00e1me cel\u00fd rok se ziskem. V bota\u0159stv\u00ed se \u0159\u00edk\u00e1, \u017ee kdo prod\u00e1 p\u0159ed za\u010d\u00e1tkem v\u00fdprodej\u016f alespo\u0148 polovinu skladov\u00fdch z\u00e1sob, je na tom skv\u011ble.<\/p>\n

GoPay: Jak jste na tom vy?<\/strong>
\nU top zna\u010dek se n\u00e1m v hlavn\u00ed sez\u00f3n\u011b da\u0159\u00ed prodat kolem 65 % z\u00e1sob. U hor\u0161\u00edch zna\u010dek jsme na 30 %. Celkov\u011b m\u00e1me p\u0159ed v\u00fdprodeji prod\u00e1no 55 a\u017e 60 % skladu.<\/p>\n

GoPay: Jak\u00e1 je va\u0161e pozice na trhu?<\/strong>
\nOdhaduji, \u017ee obratov\u011b budeme letos na 15 milionech. Nen\u00ed to nic sv\u011btoborn\u00e9ho. Kdy\u017e ale porovn\u00e1m, jak\u00e9 zna\u010dky nab\u00edz\u00edme a jak\u00e9 c\u00edlov\u00e9 skupin\u011b, vedeme si velmi slu\u0161n\u011b a na internetu jsme jedni\u010dkou.<\/p>\n

\"Jan<\/p>\n

GoPay: Jak\u00fd m\u00e1te p\u0159i takov\u00e9m obratu zisk?<\/strong>
\nM\u00e1me m\u00edrnou obchodn\u00ed ztr\u00e1tu. Je to dan\u00e9 jednak t\u00edm, \u017ee boty na dal\u0161\u00ed sez\u00f3nu objedn\u00e1v\u00e1me t\u0159i \u010dtvrt\u011b roku dop\u0159edu a to dvakr\u00e1t za rok. Tak\u017ee na sklad\u011b m\u00e1me te\u010f nap\u0159\u00edklad boty za 3,5 milionu, kter\u00e9 re\u00e1ln\u011b prod\u00e1me i po slev\u00e1ch za 4 a\u017e 5 milion\u016f. A potom v\u0161echno co vyd\u011bl\u00e1me, investujeme d\u00e1l do nov\u00e9ho zbo\u017e\u00ed, marketingu a rozvoje. \u00da\u010detn\u011b sice firma moc dob\u0159e nevypad\u00e1, ale podle skladov\u00fdch z\u00e1sob, obratu a dal\u0161\u00edch ukazatel\u016f u\u017e p\u00e1t\u00fdm rokem neust\u00e1le rosteme, a to n\u00e1m vyhovuje. Stav\u00edme firmu na r\u016fst bez ztr\u00e1ty, ne na zisk.<\/p>\n

GoPay: Jak\u00fd tempem rostete?<\/strong>
\nLetos meziro\u010dn\u011b o 50 % a v\u011b\u0159\u00edm, \u017ee t\u00edmto tempem dok\u00e1\u017eeme r\u016fst je\u0161t\u011b alespo\u0148 4 roky.
\n
\nGoPay: Je\u0161t\u011b zp\u011bt k zisku. Z \u010deho vlastn\u011b \u017eijete, kdy\u017e v\u0161echno vrac\u00edte zp\u011bt do e-shopu?<\/strong>
\nSv\u011btbot n\u00e1s ne\u017eiv\u00ed. J\u00e1 p\u016fsob\u00edm jako konzultant a m\u00e1m hromadu dal\u0161\u00edch online marketingov\u00fdch aktivit.<\/p>\n

GoPay: Jak\u00e9 m\u00e1te s e-shopem pl\u00e1ny? Kde chcete b\u00fdt za 3 roky?<\/strong>
\n\u0158e\u0161\u00edme hlavn\u011b praktick\u00e9 probl\u00e9my. Zrovna te\u010f je na\u0161\u00edm nejv\u011bt\u0161\u00edm hendikepem mal\u00fd sklad. M\u00e1me 520 metr\u016f \u010dtvere\u010dn\u00edch a letos to bude asi posledn\u00ed zima, kdy se do n\u011bj vejdeme. Obratov\u011b se chceme dostat n\u011bkam kolem 40 milion\u016f. Ve chv\u00edli, kdy budeme m\u00edt dost pen\u011bz na navy\u0161ov\u00e1n\u00ed skladu a budeme d\u00e1l rozv\u00edjet marketing, tak je to re\u00e1ln\u00e9. V dlouhodob\u00e9m horizontu za p\u011bt a v\u00edce let dosp\u011bjeme do f\u00e1ze, kdy budeme m\u00edt obrat ve stovk\u00e1ch milion\u016f. Trh se zkonsoliduje a my z\u016fstaneme jako speci\u00e1lka pro na\u0161i c\u00edlovku.<\/p>\n

GoPay: Jak vypad\u00e1 v\u00e1\u0161 marketingov\u00fd mix a co v\u00e1m nejv\u00edce funguje?<\/strong>
\nN\u00e1kladov\u011b se v marketingu pohybujeme podle sez\u00f3ny od 40 do 200 tis\u00edc m\u011bs\u00ed\u010dn\u011b.\u00a0Zhruba 20 % obratu d\u011blaj\u00ed vyhled\u00e1va\u010de, zbytek je men\u0161\u00ed m\u011brou rozlo\u017een na dal\u0161\u00ed kan\u00e1ly jako\u00a0PPC, zbo\u017e\u00e1ky, PR \u010dl\u00e1nky, affiliate, katalogy, podp\u016frn\u00e9 mikro str\u00e1nky, mailing, RTB, remarketing, brand nebo t\u0159eba soci\u00e1ln\u00ed s\u00edt\u011b. \u00dapln\u011b dob\u0159e n\u00e1m nefunguj\u00ed zbo\u017eov\u00e9 srovn\u00e1va\u010de. Jenom u Zbo\u017e\u00ed jsme od za\u010d\u00e1tku roku u\u017e sedmkr\u00e1t upravovali feed a st\u00e1le m\u00e1me sp\u00e1rovan\u00fd jen zlomek polo\u017eek.<\/p>\n

Nemohu to dolo\u017eit, ale jsem p\u0159esv\u011bd\u010den\u00fd, \u017ee Heureka po\u010d\u00edt\u00e1 do\u00a0celkov\u00e9ho ShopRoku\u00a0i to, kolik u n\u00ed e-shop utrat\u00ed.<\/strong><\/p><\/blockquote>\n

GoPay: Hodn\u011b \u010desk\u00fdch e-shop\u016f hled\u00e1 prostor pro r\u016fst v zahrani\u010d\u00ed? Je to t\u00e9ma i pro v\u00e1s?<\/strong>
\nChceme j\u00edt na Slovensko, ale zat\u00edm na to nejsme p\u0159ipraveni technicky. Nav\u00edc po\u0159\u00e1d m\u00e1me i v \u010cesku \u0159adu rezerv, tak\u017ee prioritou je pro n\u00e1s \u010cesk\u00e1 republika. Po\u0159\u00e1d je tady pro n\u00e1s hodn\u011b prostoru pro r\u016fst. Chci rad\u011bji d\u011blat jednu zemi po\u0159\u00e1dn\u011b, ne\u017e dv\u011b nap\u016fl.<\/p>\n

GoPay: Je\u0161t\u011b zp\u011bt k marketingu. Jsou podle v\u00e1s d\u016fle\u017eit\u00e1 ocen\u011bn\u00ed typu Webtop100 nebo ShopRoku?<\/strong>
\nWebtop100 je anketa d\u016fle\u017eit\u00e1 pro agentury, kter\u00e9 tam p\u0159ihla\u0161uj\u00ed klientsk\u00e9 weby, aby se m\u011bly \u010d\u00edm pochlubit u v\u00fdb\u011brov\u00e9ho \u0159\u00edzen\u00ed. ShopRoku je z pohledu e-commerce zaj\u00edmav\u011bj\u0161\u00ed. Z kategorie obuv jsem byl ale letos dost roz\u010darovan\u00fd. Hodnocen\u00ed ofici\u00e1ln\u011b vych\u00e1z\u00ed pouze z v\u00fdsledk\u016f hodnocen\u00ed „Ov\u011b\u0159eno z\u00e1kazn\u00edky“. N\u00e1s ale p\u0159edb\u011bhl e-shop, kter\u00fd m\u011bl \u010dtvrtinu hodnocen\u00ed co my, nav\u00edc v pr\u016fm\u011bru s ni\u017e\u0161\u00edm\u00a0sk\u00f3re. Nemohu to dolo\u017eit, ale jsem p\u0159esv\u011bd\u010den\u00fd, \u017ee Heureka do celkov\u00e9ho hodnocen\u00ed po\u010d\u00edt\u00e1 i to, kolik u n\u00ed e-shop utrat\u00ed. Ofici\u00e1ln\u011b tvrd\u00ed, \u017ee nic takov\u00e9ho neprob\u00edh\u00e1, ale nev\u011b\u0159\u00edm tomu. A zaznamenal jsem, \u017ee se s podobnou zku\u0161enost\u00ed oz\u00fdvaj\u00ed i jin\u00ed.<\/p>\n

\"Jan<\/p>\n

GoPay: Letos jste v \u010cesk\u00fdch Bud\u011bjovic\u00edch uspo\u0159\u00e1dal konferenci E-shop Summit. Akci jste propagovali jako event se \u0161pi\u010dkov\u00fdmi \u0159e\u010dn\u00edky a hlavn\u011b s unik\u00e1tn\u00edmi p\u0159edn\u00e1\u0161kami, kter\u00e9 jinde nejsou k vid\u011bn\u00ed. Hodn\u011b to p\u0159ipom\u00ednalo za\u010d\u00e1tky Marketing Festivalu Jind\u0159icha F\u00e1borsk\u00e9ho. Jak moc pro v\u00e1s byl Marketing Festival inspirac\u00ed?<\/strong>
\nZtoto\u017e\u0148uji se s t\u00edm, co Jindra F\u00e1borsk\u00fd za\u010dal v \u010cech\u00e1ch jako prvn\u00ed \u0159\u00edkat ve\u0159ejn\u011b. Ani m\u011b se nel\u00edb\u00ed konference s p\u0159edra\u017een\u00fdmi vstupenkami, s placen\u00fdmi p\u0159edn\u00e1\u0161kami, s opakuj\u00edc\u00edmi se t\u00e9maty a se st\u00e1le stejn\u00fdmi \u0159e\u010dn\u00edky. Proto jsem od za\u010d\u00e1tku p\u0159iznal a p\u0159izn\u00e1v\u00e1m to i te\u010f, \u017ee n\u00e1s p\u0159\u00edstup Marketing Festivalu inspiroval. Marketing Festival je ale dneska jinde ne\u017e my. Oni stav\u00ed na zahrani\u010dn\u00edch \u0159e\u010dn\u00edc\u00edch, maj\u00ed ambice b\u00fdt co nejv\u011bt\u0161\u00ed a hodn\u011b usiluj\u00ed o mezin\u00e1rodn\u00ed charakter t\u00e9 akce. My se naopak soust\u0159ed\u00edme na dom\u00e1c\u00ed sc\u00e9nu. Chceme b\u00fdt nejlep\u0161\u00ed u n\u00e1s a mezin\u00e1rodn\u00ed p\u0159esah n\u00e1s nezaj\u00edm\u00e1. Nav\u00edc m\u00e1me \u00fapln\u011b jin\u00e9 c\u00edlov\u00e9 publikum, co\u017e ob\u011b akce z\u00e1sadn\u011b odli\u0161uje. Jindra to sice nikde ne\u0159\u00edkal, ale m\u00e1m takovou teorii, \u017ee Marketing Festival byl pro n\u011bj mezikrokem, aby uspo\u0159\u00e1dal PPC konferenci na sv\u011btov\u00e9 sc\u00e9n\u011b. To mu zat\u00edm nevy\u0161lo, ale v\u011b\u0159\u00edm, \u017ee se to jeho t\u00fdmu jednou poda\u0159\u00ed. Ka\u017edop\u00e1dn\u011b Marketing Festival ud\u011blal Jindra skv\u011ble. Poda\u0159ilo se mu zblbnout \u010cesko a za to mu pat\u0159\u00ed velk\u00fd d\u00edk.<\/p>\n

Marketing Festival byl pro Jindru F\u00e1borsk\u00e9ho jen mezikrokem, aby uspo\u0159\u00e1dal PPC konferenci na sv\u011btov\u00e9 sc\u00e9n\u011b<\/strong><\/p><\/blockquote>\n

GoPay: Jak\u00fd byl rozpo\u010det E-shop summitu?<\/strong>
\nVe\u0161li jsme se do 600 tis\u00edc. P\u0159izn\u00e1v\u00e1m, \u017ee m\u00edsty bylo vid\u011bt, \u017ee \u0161lo o low-costovou konferenci. Hodn\u011b \u00fa\u010dastn\u00edk\u016f n\u00e1m v hodnocen\u00ed nap\u0159\u00edklad psalo, \u017ee se v s\u00e1le sed\u011bli na oby\u010dejn\u00fdch kancel\u00e1\u0159sk\u00fdch \u017eidl\u00edch, co\u017e pr\u00fd nebylo pohodln\u00e9. Ani sc\u00e9na nevypadala n\u011bjak luxusn\u011b. Na druh\u00e9 stran\u011b cena vstupenky byla relativn\u011b n\u00edzk\u00e1\u00a0a my neslibovali luxus, ale kvalitn\u00ed obsah. K programu prakticky \u017e\u00e1dn\u00e9 v\u00fdtky nebyly, co\u017e je pro n\u00e1s hlavn\u00ed. Obecn\u011b byly ohlasy velmi siln\u00e9 a pochvaln\u00e9, tak\u017ee jsme si \u0159ekli, \u017ee budeme pokra\u010dovat.<\/p>\n

GoPay: Bylo t\u011b\u017ek\u00e9\u00a0naj\u00edt speakry?<\/strong>
\nTo byl nejv\u011bt\u0161\u00ed o\u0159\u00ed\u0161ek. Program a jeho p\u0159\u00edprava n\u00e1s st\u00e1la nejv\u00edc \u010dasu. Na za\u010d\u00e1tku n\u00e1m nikdo nev\u011b\u0159il, \u017ee dok\u00e1\u017eeme s takov\u00fdm rozpo\u010dtem uspo\u0159\u00e1dat konferenci a dostat na ni lidi. Proto jsme \u010d\u00e1ste\u010dn\u011b ustoupili z p\u016fvodn\u00ed my\u0161lenky zaplnit program pouze neokoukan\u00fdmi jm\u00e9ny. Zn\u00e1m\u00ed speak\u0159i p\u0159eci jen t\u00e1hnou a my jsme necht\u011bli riskovat, \u017ee na akci nikdo nedoraz\u00ed. Nakonec jsme vyprodali s\u00e1l s kapacitou 470 m\u00edst. Dnes u\u017e m\u00e1me trochu jm\u00e9no a rozpt\u00fdlili jsem obavy, \u017ee to nem\u00e1me \u0161anci ud\u011blat. V\u011b\u0159\u00edm, \u017ee p\u0159\u00ed\u0161t\u00ed ro\u010dn\u00edk dok\u00e1\u017eeme postavit na nov\u00fdch tv\u00e1\u0159\u00edch.<\/p>\n

GoPay: Co nab\u00eddne druh\u00fd ro\u010dn\u00ed E-shop summitu?<\/strong>
\nZ\u016fstaneme v \u010cesk\u00fdch Bud\u011bjovic\u00edch. P\u0159esuneme se ale do divadeln\u00edho s\u00e1lu Metropol, kde je 550 m\u00edst k sezen\u00ed na pohodln\u00fdch polstrovan\u00fdch seda\u010dk\u00e1ch. P\u0159ipravujeme \u00fapln\u011b novou sc\u00e9nu, v\u010detn\u011b dekorac\u00ed a ledkov\u00e9 projek\u010dn\u00ed st\u011bny p\u0159es cel\u00e9 jevi\u0161t\u011b. Catering bude zaji\u0161t\u011bn\u00fd po cel\u00fd den a samoz\u0159ejm\u011b op\u011bt chceme p\u0159edstavit zaj\u00edmav\u00e9 odborn\u00edky a jejich zku\u0161enosti. V\u00edce zapracujeme tak\u00e9 na ve\u010dern\u00edch p\u00e1rty a dopl\u0148kov\u00e9m programu. U\u017e te\u010f v\u00edme, \u017ee rozpo\u010det bude trojn\u00e1sobn\u00fd.<\/p>\n

Nejde d\u011blat konferenci za nulu<\/h3>\n

GoPay: D\u00e1 se na e-commerce konferenci jako je E-shop summit vyd\u011blat? <\/strong>
\nLetos jsme nic nevyd\u011blali ani neprod\u011blali.\u00a0\u00a0Vyd\u011blat na koferenci ale ur\u010dit\u011b jde. Kdy\u017e se to pojme komer\u010dn\u011b a dostanete tam lidi, mohou b\u00fdt\u00a0z\u00a0jedn\u00e9 akce i miliony. To nen\u00ed ale m\u016fj c\u00edl. Chci akce, kter\u00e9 budou v\u00a0lehk\u00e9m plusu, abych zaplatil lidi, co na konferenci d\u0159ou i stovky hodin a n\u011bco m\u00e1lo zbylo p\u0159\u00edpadn\u011b i pro m\u011b. D\u016fle\u017eit\u011bj\u0161\u00ed\u00a0je spokojenost \u00fa\u010dastn\u00edk\u016f, ne abych vyd\u011blal miliony. Rad\u011bji p\u0159ebytky investuji do doprovodn\u00e9ho programu.<\/p>\n

GoPay: Pro\u010d to vlastn\u011b d\u011bl\u00e1te?<\/strong>
\nJakkoli to zn\u00ed naivn\u011b, jde mi o obor a o to, \u017ee tu podobn\u00e1 akce chyb\u00ed. Kritizovat um\u00ed ka\u017ed\u00fd. Kdy\u017e ale \u010dlov\u011bk jenom kritizuje a neud\u011bl\u00e1 nic pro n\u00e1pravu, tak je to vlastn\u011b k ni\u010demu. Mn\u011b vad\u00ed, \u017ee nem\u00e1m, kam chodit pro v\u011bdomosti, vad\u00ed mi platit za komer\u010dn\u00ed prezentace na ostatn\u00edch konferenc\u00edch. Proto se sna\u017e\u00edm uk\u00e1zat, \u017ee to jde i jinak a chci vybudovat akci, na kterou se lid\u00e9 budou vracet kv\u016fli programu i z\u00e1bav\u011b. Ano, jsem z\u00e1rove\u0148 obchodn\u00edk, to nezap\u00edr\u00e1m. \u010cili ta akce m\u00e1 za c\u00edl edukovat a z\u00e1rove\u0148 mus\u00ed d\u00e1vat alespo\u0148 trochu finan\u010dn\u011b smysl. Nejde d\u011blat konferenci za nulu, nebo s prod\u011blkem, mus\u00ed z toho n\u011bco zb\u00fdt. Nemus\u00ed to ale b\u00fdt tolik, kolik bych vyd\u011blal, kdybych tr\u00e1vil \u010das na projektech sv\u00fdch klient\u016f.<\/p>\n

Jan Kalianko (29)\u00a0\"Jan<\/strong>
\n@eshopkonzultant<\/a>
\nV e-commerce se pohybuje od roku 2009. V sou\u010dasnosti provozuje e-shop Sv\u011btbot.cz s ro\u010dn\u00edm obratem okolo 15 milion\u016f K\u010d. Vedle toho p\u016fsob\u00ed jako e-shop konzultant<\/a> a organizuje konference E-shop summit<\/a> a E-shop v\u00edkend<\/a>. Napsal tak\u00e9 knihu o e-shopech<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Za t\u0159i\u00a0roky chceme m\u00edt obrat kolem 40 milion\u016f, \u0159\u00edk\u00e1 e-shop konzultant a\u00a0spolumajitel vod\u0148ansk\u00e9ho e-shopu Sv\u011btbot.cz Jan Kalianko. Jak se v \u010cesku prod\u00e1vaj\u00ed boty online, pro\u010d nev\u011b\u0159\u00ed sout\u011b\u017ei ShopRoku a kam chce posunout konferenci E-shop summit, vypr\u00e1v\u00ed Kalianko v rozhovoru s GoPay.<\/p>\n","protected":false},"author":8,"featured_media":1804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"chat","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,18],"tags":[],"coauthors":[13],"class_list":["post-1750","post","type-post","status-publish","format-chat","has-post-thumbnail","hentry","category-e-commerce-online-podnikani","category-pripadove-studie-rozhovory-gopay","post_format-post-format-chat"],"acf":[],"yoast_head":"\nJan Kalianko: Mysleli jsme, \u017ee do t\u0159\u00ed let nau\u010d\u00edme \u010cechy kupovat boty na internetu | GoPay blog<\/title>\n<meta name=\"description\" content=\"Jan Kalianko v rozhovoru s GoPay vypr\u00e1v\u00ed, jak se v \u010cesku prod\u00e1vaj\u00ed boty online, pro\u010d nev\u011b\u0159\u00ed sout\u011b\u017ei ShopRoku a kam chce posunout konferenci E-shop summit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gopay.com\/blog\/jan-kalianko-mysleli-jsme-ze-naucime-cechy-kupovat-boty-na-internetu-behem-tri-let\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Velk\u00fd rozhovor s CEO Sv\u011btbot.cz Janem Kaliankem\" \/>\n<meta property=\"og:description\" content=\"Jan Kalianko v rozhovoru s GoPay vypr\u00e1v\u00ed, jak se v \u010cesku prod\u00e1vaj\u00ed boty online, pro\u010d nev\u011b\u0159\u00ed sout\u011b\u017ei ShopRoku a kam chce posunout konferenci E-shop summit.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gopay.com\/blog\/jan-kalianko-mysleli-jsme-ze-naucime-cechy-kupovat-boty-na-internetu-behem-tri-let\/\" \/>\n<meta property=\"og:site_name\" content=\"GoPay blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/gopay.cz\" \/>\n<meta property=\"article:published_time\" content=\"2016-08-25T11:41:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-23T12:37:11+00:00\" \/>\n<meta name=\"author\" content=\"Jan Vodi\u010dka\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Velk\u00fd rozhovor s CEO Sv\u011btbot.cz Janem Kaliankem\" \/>\n<meta name=\"twitter:description\" content=\"Jan Kalianko v rozhovoru s GoPay vypr\u00e1v\u00ed, jak se v \u010cesku prod\u00e1vaj\u00ed boty online, pro\u010d nev\u011b\u0159\u00ed sout\u011b\u017ei ShopRoku a kam chce posunout konferenci E-shop summit.\" \/>\n<meta name=\"twitter:image\" content=\"http:\/\/blog.gopay.com\/wp-content\/uploads\/2016\/08\/Kalianko-04.png\" \/>\n<meta name=\"twitter:creator\" content=\"@janvodicka\" \/>\n<meta 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