Vroom runs a peer-to-peer e-commerce platform selling used vehicles. The company makes money through the sales of used vehicles that passed the quality standards to be sold on the platform; Wholesale auction revenues for vehicles that didn’t meet quality standards to be sold directly on the platform; and fees from value-added products (insurance and financing).
- Vroom vision and mission
- Vroom value proposition
- How does the platform work?
- Vroom Flywheel
- How does Vroom drive profitability?
- How does Vroom make money?
- Breaking down the Vroom unit economics
- The Vroom system explained
- Vroom multi-channel marketing strategy
- Key takeaways
Vroom vision and mission
Vroom’s vision is to “build the world’s premier platform to research, discover, buy, and sell vehicles.”
More precisely, Vroom built an end-to-end e-commerce platform to buy and sell used vehicles.
Vroom value proposition
What makes Voom interesting? As a two-sided e-commerce platform Vroom has two key players: buyers and sellers. Each of those get a different value from the platform.
Vroom value proposition for buyers
Vroom offers a “differentiated buying experience” compared to traditional auto dealers and the peer-to-peer market.
Therefore Vroom streamlines the entire buying process, from discovery through financing to delivery:
- Wide inventory selection.
- Enriched with higher-quality inventory (the Vroom-reconditioned vehicles).
- Comprehensive and transparent vehicle information.
- Customized vehicle search and discovery.
- Competitive, market-based pricing.
- Customer support.
- On-demand shopping and contact-free delivery.
- Value-added products.
- Vroom 7-Day Return Policy.
Vroom value proposition for sellers
Sellers can, through the platform:
- Submit basic vehicle information to also get on-demand appraisals.
- A guaranteed, real-time price on every vehicle.
- Contact-free at-home vehicle pick-ups.
- Hassle-free loan pay-offs.
How does the platform work?
Vroom two-sided (peer-to-peer) e-commerce platform is made of three main parts:
This offers to buyers a personalized and intuitive e-commerce interface to research and select from thousands of fully reconditioned vehicles and to sellers market-based pricing, real-time, purchase offers, and convenient, contact-free at-home vehicle pick-up.
The Vroom business model is vertically integrated as the company sources inventory from auctions, consumers, rental car companies, and dealers. After sourcing, those vehicles get reconditioned to meet quality standards and sold on the platform.
Vroom’s overall operational strategy is a hybrid between ownership and third-party partnership to balance the overall capital requirements to run the business.
Data Science and Experimentation
Vroom leverages data science on all its process, from sourcing to marketing on the platform, to optimize its processes as much as possible.
As a platform in a fragmented market, mostly operated by old business models, Vroom end-to-end contact-less experience between buyers and sellers make it much easier for those players to transact on the platform.
The Vroom flywheel starts from:
- The growth and quality of its inventory.
- This inventory is marketed with a multi-channel strategy, where the company runs both national marketing campaigns, and digital marketing campaigns, based on performance. This combination of branding and performance makes helps improve brand awareness while improving the conversions of its targeted ads.
- Once users are brought back on the platform, they can easily discover and find the vehicles they need, together with the financing, and for sellers, to have a quick evaluation and contact-free selling of the vehicle. This customer experience makes those buyers and sellers use the platform to finalize the transaction.
- Throughout the journey, Vroom runs multiple tests to optimize the conversion of customers on the platform.
How does Vroom drive profitability?
There are a few main levers the company uses to move toward profitability(as of 2020, the company runs at a net loss):
- Optimize Vehicle Acquisition and Pricing.
- Increase Reconditioning Capacity.
- Expand Value-Added Products to add multiple revenue streams (training, merchandising and technology enhancements, auto insurance, complimentary services such as entertainment and location-based services).
- Develop Logistics Network third-party carriers for inbound and outbound vehicle transport will also be coupled with strategic and proprietary logistics.
- Expansion to Additional Products and Markets: expansion into additional areas of technology-enabled commerce, such as adjacent transportation and vehicle markets, global geographic markets, and B2B business models.
How does Vroom make money?
Vroom’s revenues come through:
- E-commerce: The sale of used vehicles and value-added products. Vehicles are sold directly to consumers primarily through the E-commerce segment. Indeed, the e-commerce represented 49.3% of the revenues in 2019, it keeps growing at fast speed.
- Wholesale: At the same time Vroom makes money by selling vehicles that do not meet its sales criteria to wholesale auctions.
- TDA: this comprises the retail sales of used vehicles and fees earned on sales of value-added products associated with those vehicle sales. In 2015, Vroom acquired Houston-based Texas Direct Auto (“TDA”), which included the proprietary vehicle reconditioning center (“Vroom VRC”), and the sole physical retail location and the Vroom’s Sell Us Your Car centers. Together they make up the TDA segment.
Breaking down the Vroom unit economics
Vroom gross profit per unit is given by:
The Vehicle selling price
– The acquisition cost of the vehicle
+ The fees earned from the buyer
– The costs related to shipping to reconditioning center and the spending on mechanical and cosmetic reconditioning on the vehicle.
+ How Vroom’s fees on the financing arrangement
+ The the value-added product sold
That is how the gross profit per unit is computed.
The Vroom system explained
Vroom’s whole system moves around four key pillars:
- Inventory sourcing (hybrid model): Vroom sources vehicle inventories from a variety of channels, including auctions, consumers, rental car companies and dealers. Vroom evaluates by time to time the optimal mix of sourcing channels to generate the highest sales margins and shortest inventory turns.
- Vehicle Reconditioning (hybrid model): Before a vehicle is listed for retail sale, it undergoes a reconditioning process in order to meet Vroom’s retail sales criteria. The vehicles that do not pass this successfully get sold to wholesale auctions. To recondition vehicles, Vroom relies on a combination of Vroom VRC (its reconditioning center) along with a network of VRCs owned and operated by third parties.
- Logistics Network (third-party): Vroom primarily uses third-party carriers. Going forward Vroom is also developing a hybrid strategy to build out its proprietary logistics network.
- Value-Added Products (third-party): earning fees for selling value-added products to customers in connection with vehicle sales. Third-party value-added product offering consists of finance and insurance products, including financing from third-party lenders on vehicle purchases, as well as sales of extended warranty contracts, GAP insurance policies, and tire and wheel insurance policies.
Across the whole chain, Vroom runs a hybrid model, mixing proprietary operations with third-party partnerships to keep and balance out its business model and reduce the capital requirements needed to run it.
As it moves forward Vroom will increase the proprietary part on strategic operations (inventory, reconditioning, and logistics) while increasing the third-party approach on less strategic parts, which though enhance its revenue streams (wholesale auctions, value-added products).
Vroom multi-channel marketing strategy
Vroom multi-channel marketing strategy includes both national brand and digital performance, marketing. Vroom also leverages digital performance channels, including automotive aggregator sites, to generate demand for Vroom inventory.
Vroom also runs a national brand campaign through TV and online media, which more than doubled total brand leads to Vroom website, with direct access of customers to the Vroom’s website.
Thus brand advertising helps create direct access of consumers to the brand, and digital marketing campaigns, enhance the bottom of the funnel.
- Vroom is an end-to-end e-commerce platform where customers can buy and sell used vehicles. The company makes money by selling used vehicles that meet the quality standards to be sold on the platform.
- It also makes money by selling vehicles at wholesale auctions for those vehicles that do not meet quality standards to be sold on its platform. In addition, Vroom makes money by selling vale added products provided by third-party partners for which Vroom earns a fee and commission.
- Vroom is a digital platform, but it also runs physical operations, as it sources and purchases used vehicles to be sold on the platform. At the same time, Vroom balances part o its processes with third-party partnerships to lower the capital requirements to run the business (especially on logistics and value-added products).
- Vroom runs a multi-channel marketing strategy where it leverages both on TV, brand advertising, and digital marketing activities focused on performance and conversion rate optimization.
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