ICMA “Classifieds in a Sharing Economy” conference
BERLIN, GERMANY 6-8 May 2015

The conference will run for two-and-a-half days, from the Wednesday Boot Camp and Welcome Reception, to two full days packed with speakers, workshops and panels, intermingled with fantastic networking opportunities and an exciting social programme.

download-iconView mobile friendly event Agenda. Create an account to personalize your sessions and fill out evaluation forms. See full attendee list, Speaker Bios and Exhibitor information.

Wednesday 6 May 13:00 – 17:00

09:00 – 12:00

Optional Group Activity
Why not explore the city by foot, bike, bus or even by boat! Berlin City Tours offers a whole host of options if you want to see some of the many highlights that Berlin has to offer. If interested email for more information or to book in advance which is highly recommended.

12:00 – 13:00

Conference & Boot Camp Registration Desk Open

13:00 – 17:00

“Analytics to Drive Your Business” Boot Camp
This optional 4 hour boot camp on analytics is designed to teach delegates how to turn data into knowledge to gain a competitive advantage. Participants will be provided with practical tips, tools and take-aways to implement back in the office.

To view the detailed Boot Camp programme please click here.

17:00 – 18:00

Conference Registration Desk Open
Stop by, say hello and pick up your name tag at our registration table.

19:00 – 22:00

Welcome Reception – drinks and full appetizers buffet in the Library Bar & Marlene Bar

Thursday 7 May 08:45 – 17:00

08:00 – 08:30

Conference Registration Desk Re-Opens
Stop by, say hello and pick up your name tag at our registration table. Enjoy the conference.


08:45 – 09:00 Chairperson’s Welcome and Opening
Martha de la Torre will once again be kicking off the conference by extending a warm ICMA welcome and introducing the planned conference schedule.

09:00 – 09:45 “Impact of Society 3.0’s Sharing Economy on Businesses & Marketplaces”
Ronald van den Hoff, author of Book Society 3.0 and co-Founder of CDEF Holding BV will be sharing his experience and expertise within the sharing economy, with particular focus to Society 3.0 “a road map to the new world” highlighting how access is now more important than ownership.

09:45 – 10:30 “Platform Scale: Reinventing classifieds for the era of the sharing economy”
Sangeet Choudary, Founder & CEO of Platform Thinking Lab. Online classifieds disrupted the traditional newspaper model. A decade down the line, classifieds are facing strong competition from a new breed of startups that are facilitating exchange of goods and services on more sophisticated platforms. Dubbed the sharing economy, these emerging platforms are creating entirely new behaviours and building entirely new markets in the process. In doing so, these startups are disrupting the traditional classifieds business, best exemplified by Airbnb’s success in building a market which was at best marginalized and experimental on Craigslist.

This keynote explores the key behaviours that offer the sharing economy startups a competitive edge over traditional classifieds businesses and lays out a roadmap to enable classifieds to reinvent themselves to leverage the opportunities offered by the age of the sharing economy.

10:30-11:00 Coffee Break


11:00 – 11:30 “Marketplace Security Panel”
Peter Zollman, Founder of AIM Group brings with him more than 35 years of media experience to chair this exciting panel, which will include panellists Rami Essaid, co-Founder & CEO of Distil Networks and Carl Ferrer, CEO of Backpage. Learn from these experts how to protect your online data and content, whilst increasing site performance and improving SEO.

11:30 – 12:00 “What it Takes to Build & Develop Marketplaces Today – the Rocket-Internet Approach”
Ronald Jan Schuurs, co-Founder & Managing Director of Everjobs, will be exploring what it takes to build a marketplace in today’s sharing economy.

12:00 – 12:30 “User Acquisition for Marketplace Apps”
Hugo Gersanois, VP International at Applift will be exploring ways to optimise ROI for advertisers through a performance-driven approach, within the increasingly crowded and competitive app marketplace.

12:30 – 14:00 Lunch


14:00 – 14:30 “Aggregators – Friend or Foe?”
Andrew Hunter, Co-Founder of Adzuna will be leading an navigation into the rise of aggregators in all classified verticals. This session will cover advice on how best to work with classifieds search engines and aggregators, reasons to be optimistic / reasons to be scared, and conclude by examining the future of classifieds search (and vertical search in jobs, property & cars).

14:30 – 15:00 “Ecommerce, Rewards and Classifieds – What Do They Have in Common?”
Wing Chan, Managing Director of Preloved, and Chithru Ratnayake, Commercial Director at The Hut Group, discuss their experience of building a central platform for global e-commerce, rewards and classifieds sites and how a focused understanding of customer data sets apart the leaders from the rest.

15:00 – 15:30 “How We Built a Marketplace Business In Just 30 months & What We Learned Along the Way”
During this session Silvio Frison, CEO of Pense will explore all the strategies Pense has done (the good and bad ones) in order to grown so fast in a market (Brazil) who already had a market leader established. Pense was launched in Jan 2012, and in less than 3 years was generating R$20M in annual revenues (three verticals combined: real state, automotive and jobs).

15:30-16:00 Coffee Break

16:00 – 16:30 “Getting Inside the Transaction”
Soren Skovdahl, Co-Owner of Trendsales will deliver a
presentation of the development of Trendsales, their current market and revenue streams, and the future outlook for fashion marketplaces.

16:30 – 17:00 “Big corporate + Lots of money, a market leader doth not make”
South Africa is one of the most hotly contested classified spaces in the world today. Both Gumtree and Naspers, (A South African company) OLX have entered the market here and spent millions of Euros in marketing to gain leadership position. Yet a humble Company Junk Mail classifieds, still remains at the very top competing with these giants without the heavy marketing spend the other 2 have in their artillery. Felix Erken, Managing Director at Junk Mail Publishing Group will share a fascinating story on what is happening in SA and provide inspiration for your own markets.

17:00 – 17:30 Members Meeting
The 2015 Budget and an update on current ICMA projects will be discussed. We encourage you to be an active member!

18:45 – 23:00 Group Dinner – Beach BBQ

Friday 8 May 09:00 – 17:00

Session 1

09:00 – 09:30 “Creating and dealing with disruption”
Roman Bach, CEO at

09:30 – 10:00 “Measuring Quality”
Jacob Sachs, Global Account Manager at Besedo, will explore the ways in which quality can be measured. Besedo has assisted some of the market leaders when it comes to Classifieds from when they were small start-ups to becoming the #1 in their respective markets. The focus has always been on providing the users a high quality experience when visiting, posting or contacting the sites. Experience shows that a quality focus matters when it comes to the user’s loyalty. During the presentation he we tell you more about why this is important and how you can measure the quality on classifieds and how this can become one of your success factors.

10:00 – 10:30 “Its time to stop the dumb classifieds”
Kevin Jackson, Global Sales Director at Gravity R&D, will explore how algorithms are impacting the rest of the web but not really classifieds yet and what they can do when you take this approach.

10:30 – 11:00 Coffee Break

Session 2

11:00 – 13:00 SHARING BEST PRACTICES- new format
A unique ICMA opportunity to talk face to face to other marketplace businesses about how they approach Marketing, Sales and Development.

During the 2 hour session you will get the opportunity to sit down at 3 different tables and participate in a lively 40 minute session where you can ask questions of your peers and share your experience good and bad.

For Sharing Best Practice in Berlin we will cover the following topics:
• Search Engine Optimisation in 2015
• Search Engine Marketing
• Web and Development Approaches
• Products, Pricing and Upsells
• Analytics – what are you measuring and why?
• Sales and Sales Automation
• Mobile and Mobile Apps; the future of marketplaces

Consistently rated as one of our top sessions – make sure you don’t miss out.

13:00 – 14:00 Lunch Break

Session 3

14:00 – 17:00 Business Leaders Forum
A short 30 minutes presentation followed by an active discussion into “The Future of Classifieds 2020”. This session will explore the future of classifieds, not just in the next 12 months but over the course of the next 5 years. What will it look like? What is predicted to be the next big thing? An opportunity for business leaders to share their vision, strategy and experience – what works/what doesn’t work. This is a unique chance to learn from your peers within a truly open forum.

14:00 – 17:00 Sales Managers Workshop

14:00 – 17:00 Business Operations Forum

19:45 – 00:00 Friday Night Out

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