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NEWSLINE BIZBEAT SME PROFILE DeNNIs ChAN LeADeRs IN ...

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sme focus<br />

Technology<br />

Online classified ads<br />

by r iz p u lu m bar i t<br />

Some five years ago, freelance web<br />

developers RJ David and future<br />

wife Arianne had a dream: to make<br />

it big in the worldwide web. Ironically,<br />

RJ and Arianne, who build<br />

web sites for others, cannot seem<br />

to build a web site for themselves—<br />

they had no idea what website to<br />

put up. They neither knew which<br />

market to target nor what product<br />

to sell.<br />

Arianne then came up with<br />

a simple but bright idea: why not<br />

build a classified ads website<br />

where you can advertise anything<br />

for free, 24/7? On September 11,<br />

2006, RJ and Arianne quietly<br />

launched what would soon be<br />

the biggest name in Philippine<br />

internet: Sulit.com.ph.<br />

Number One Website<br />

Based on Alexa.com, a leading web<br />

traffic ranking site, Sulit averages<br />

4 million views everyday, making<br />

it the top Philippine website.<br />

It ranks ninth overall if you<br />

count foreign sites like Facebook<br />

and Google. Sulit, meaning “worth<br />

it” in Filipino, even beat media<br />

giants like abs-cbnnews.com and<br />

inquirer.net. What started out as<br />

an experiment is now a byword in<br />

the Philippine internet scene.<br />

Why they’re on top<br />

The couple attribute Sulit’s<br />

popularity to a number of things:<br />

Passion. “We a re ver y<br />

passionate with what we do.” It<br />

shows: users always have a very<br />

satisfying experience every time<br />

they log on.<br />

Constant innovation. “We<br />

introduce innovations for the<br />

ever-evolving needs of our users.<br />

It’s in Sulit’s DNA to continuously<br />

improve the website.”<br />

A results-oriented product.<br />

“Sulit delivers results to all our<br />

users: both buyers and sellers.”<br />

The website is one big marketplace<br />

where anyone can buy and sell<br />

anything for free — from big-ticket<br />

items like cars, houses and condos,<br />

to the very interesting like designer<br />

bags, pets and gadgets.<br />

Sulit is a great equalizer.<br />

“Mom-and-pop businesses can<br />

now compete with the big boys.<br />

Millions of potential customers can<br />

view your ad. Sulit lowers the cost<br />

of doing business-- no more huge<br />

marketing budgets or business<br />

space. All you need is a computer<br />

and an internet connection.<br />

Sulit Innovations<br />

Virtual currency. Usually used in<br />

online gaming, you can purchase<br />

premium services like more<br />

prominent paid ads with this.<br />

Transition to Mobile Apps. As<br />

mobile internet access increase,<br />

users may also browse Sulit using<br />

cell phones.<br />

Advice to E-commerce upstarts<br />

For those who want to venture into<br />

e-business, Mr. David has some<br />

sound advice:<br />

Adapt quickly to the market.<br />

The internet is a fast-paced industry.<br />

What you know now will be<br />

obsolete in 3 to 6 months. Those<br />

who can’t adapt quickly to the ever-changing<br />

landscape will surely<br />

stagnate and die.<br />

Use existing platforms like<br />

Sulit. Focus on selling and dealing<br />

with customers. Let Sulit worry<br />

about the technicalities of site<br />

maintenance.<br />

fast facts<br />

Years on the web @@@@@ 5<br />

Staff (Team members) 45<br />

Number of hits per day<br />

4 million<br />

Average age of users<br />

18-34 years old<br />

Registered Members<br />

48% male, 52% female<br />

Group of users<br />

2 (buyers and sellers)<br />

Most popular categories<br />

cars, gadgets, clothes<br />

and accessories, real estate<br />

Sold items posted in Sulit 40%<br />

15

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