This document discusses Pino GmbH's transition from Magento 1 to Magento 2 for their B2B e-commerce business. It outlines their 3 phase plan to build a digital strategy, rescope the project to focus on key features, and launch with a minimum viable product (MVP) that leverages Magento 2's out-of-the-box capabilities. The MVP would focus on their core German market and B2B features. Future phases include expanding to new channels, countries, and customer segments. The goal is to simplify sales digitally while maintaining a 4 month timeline to go live on the new platform.

2. B2B eCommerce is far
more than the existing
selling over the Web

3. Martin Mannowetz
Pino GmbH
Stefan Willkommer
TechDivision GmbH

4. About Pino

5. 1904
1929
2001
First Online Shop
2018
Magento 2 Commerce Cloud
Founded
Introduction of
first Massage
Products

6. 22 mio. € Revenue
70 Employees
Hamburg / Germany
40k Online Orders
/ Year

7. active customers
100k 5
countries
3
sales channels
Business
CHALLENGE
variety of customers

8. Products
Production and Development of Therapy Tables
In-House R&D and Laboratory
Full-Range Provider for Physiotherapy

9. 2001
2012
„Hello Pino“
2015
M1 CE
2018
Magento 2 Commerce Cloud
M1 EE

10. B2B Commerce

11. B2B E-Commerce Pyramid
• Digital catalogue as a starting point
• Limitation to one (test) market or
assortment
• Simple logistics, simple payment
methods
• Low integration depth, data exchange
via import and export
BEGINNERS

12. B2B E-Commerce Pyramid
• Partly already with e-procurement
• Customer integration with roles, rights and
budgets
• First transactional processes with B2B-
typical request processes
• Integration in backend direction, e.g. ERP
(SAP) etc.
ADVANCED

13. B2B E-Commerce Pyramid
• Platform strategy that goes far beyond a
pure online shop
• International Omnichannel Approach
(Tablets, Punchout etc.)
• Multi-stage sales scenarios (field
sales/wholesale/specialist …)
• Many, even very complex process
mechanics
PRO

14. Sales had to be simplified
and digitally supported.

15. Mobile
B2B Consumers also demanding great experiences
Desktop Customer Service

16. 84
65
49
No mobile use Mobile use Intensive mobile
use
Average days from lead acquisition to purchase
Acceleraton Factor Mobile
72
Source: Studie „Mobile Marketing and the new B2B Buyer“ (BCG & Google)
19 DAYS 35 DAYS
x

17. Pino Environment

18. Magento 1 Multistore

19. Magento 1
• B2B Customers Only
• 40k Orders/ Year
• 1.500 Visitors / Day

20. Magento 1
• Individual Pricelists
• Tec-Configurator
• 99% of the orders processed
automatically

21. Time to market is key!

22. 3 Phase Plan for a successful Launch
1. Build a Digital Strategy
2. Rescope and Descope
3. Go MVP and optimise use of OOTB

23. • Develop Digital Strategy Pillars that align with your
Business Plan.
• Envison > Align > Enable
• Envision > data driven, global benchmarking, stakeholder
interviews and workshops
• Align > Agree growth KPI’s and Tactical strategies
• Enable > Scope and Specification of Project
• Use “mined data” from M1.X DB, GA, New Relic, ERP or similar
1. Build a Digital Strategy

24. CUSTOMERCENTRICITY
MOBILEFIRST
CLOUDFIRST
Strategy Pillars on digitization

25. Don’t just rebuild what you have in M1.X use the opportunity to do some
housekeeping!
• Remove any unwanted extensions
• Check ROI and Business Case on Legacy approach
• Descope redundant or problematic components
• Understand Magento roadmap
• Deliver Functional and Technical Specification based upon Strategy
and ROI
• Use MoSCoW
2. Rescope and Descope

26. Magento 2.X native is a huge leap forward from M1.X and has heaps of
great new features and functionality. Use these OOTB as default and
un-bloat your ecosystem
• Drive towards OOTB as a default
• Minimise customisation
• Fully understand advances and improvements from M1.X to M2.X
• Examples: Staging and Preview, Elastic Search, PageBuilder, MBI
3. Go MVP and optimize use of OOTB

27. Agile is the way to go,
the MVP is the goal!

28. VIABLEMINIMUM
MVP

29. Customer Customer Customer
Customer
Customer

31. But how to do a MVP?

32. Market Rollouts
Find a MVP
Business Areas or
new verticals
New Target Groups

33. PINO
MAGENTO 1
Closed Shop
B2B Features
Various prices
www.pinoshop.dewww.pinoprivat.de
Open Shop
ERP/PIM
B2C B2B M2
Webshop
Switzerland
MAGENTO 2
CLOUD

34. PINO
MAGENTO 1
Closed Shop
B2B Features
Various prices
www.pinoshop.dewww.pinoprivat.de
Open Shop
ERP/PIM
B2C B2B M2
Webshop
Switzerland
MAGENTO 2
CLOUDMVP

35. Project duration to Go Live
4 Months

36. • Don’t just rebuild what you have in M1
• Get to know the features of M2 especially the cloud (OOTB)
• Only invest in Business Model related features
• Make sure you stay open (IP)
Leasons Learned

37. Whats next?
2019
M2 CH M2 Export M2 B2C
2018
M1
M1 DE Migration

38. ERP/PIM
Thank you!
Questions?