Entrepreneur profile: Florence Vella (EDHEC BBA 2011) presents Luditop!

1. Tell us about yourself (background, diplomas, programme, specialisations, etc.).

My name is Florence, I’m 27 and I graduated in 2011, having specialised in marketing, communication and media. When I obtained my baccalaureate (with a focus on economics and sociology), I instinctively sought out a business school so I could be as operational and multi-talented as possible, as that’s really what suits my character.

I was really drawn to the media and completed most of my internships in agencies or with TV stations in positions with a digital focus. I was very much at ease in IT (thanks mum and dad) and arrived on the job market just as the trend towards web-based careers was taking off. So for the last 6 years I have been pursuing a highly technical and strategic career path.

Although I chose the BBA programme, I never really had an entrepreneurial mindset. I am curious and ambitious so I have always had a certain appetite for challenges and success. Routine is definitely not for me, which is why I need to seek out challenges so I can feel I’m constantly developing.

2. How did your entrepreneurial project come about?

The concept behind Luditop emerged from a desire I shared with my two associates (Marie-Sophie and David): to simplify the search for the ideal toy. We had been thinking about this project for a while. After all, all three of us are mummies, daddies, aunties, uncles, godfathers or godmothers! Who among us has never had to face the complexity of buying Christmas presents? You look for the best price, the best information, you scroll through a whole host of webpages and your browser is quickly submerged. The aim of Luditop is to help you save time and money when looking for the ideal toy.

The project started out almost a year ago, as our professional paths began to follow different trajectories. With a digital background, we were convinced we had the skills needed to set up a small business in the most relaxed atmosphere.

3. Tell us about your company (product, market, target, team, originality, etc.).

Nowadays one thing is clear: the market for games and toys is vast. No-one on the market brings together retailers, manufacturers, influencers and purchasers. The ambition behind Luditop is to achieve this by building up a whole domain dedicated to different themes, emphasising the best initiatives out there.

The Luditop concept is based on various tools that enable each user to find fun and practical information. We would like to emerge as the best price comparison website specialising in games and toys. The brand represents a comprehensive concept which allows:

• Internet users to make purchases in an entertaining way and to find information through various sources (price comparison, blog, YouTube channel and promotional games);
• manufacturers and retailers to communicate using the most appropriate medium.

We operate using a highly digital strategy. We work with a lot of agencies and well-known brands via online advertising campaigns. But also with influencers working in the area.

As you’ve probably guessed, there are three of us: David counts the monopoly money, Marie-So is our super saleswoman, and I manage production. We are a highly complementary trio and we make decisions jointly. Communication is the foundation of our solid relationship.

4. What is your initial assessment of this entrepreneurial adventure?

Some people think you can’t make an assessment too early, but although our project has only been official since October, we have been working behind the scenes for a year. Since it started, this project has been above all a human adventure, with its share of joy, anxious moments, fun, hilarity and especially friendship. Since we started in October, things have been really promising, both for us and our advertisers.

Luditop is a wonderful project full of interesting prospects…

5. What advice do you have for young entrepreneurs?

Life is one big playground. It makes it easier to create something if you can be daring, full of desire and open-mindedness. Trying your hand at entrepreneurship is all about self-exploration. Be humble and open to criticism. Don’t be afraid to challenge yourself and constantly shake up and revise your ideas to reflect the market. Don’t rush headlong into the first idea that comes to mind. On the contrary: think, analyse, suggest, test, plan, etc.

In short, take the time you need, surround yourself with competent people, divide up the tasks, don’t be discouraged and above all, ABOVE ALL: enjoy it! Your experience will be all the better for it…

6. What are your prospects for growth?

If you’re looking for a precise answer, I can tell you about our immediate prospects: list 100,000 toys, take on 50 e-retailers, further improve our search engine, and raise funds to boost our development.

More generally, our first “big” objective is to reach our one-year goal with a view to expanding and establishing a full team to make all our ideas a reality.

7. Have you ever benefited from the network of EDHEC graduates?

During the project setup phase, I didn’t look to the network of graduates for help simply because we had the resources we need to complete the early steps. Now that the project is up and running, I will be counting on the network to meet our expectations!

8. What are your expectations from the community of EDHEC BBA graduates?

From a personal point of view, I would like to share my news with the network and with my former classmates in Puerto Rico (hello everyone).

I would also like to show current students and graduates that the best possible career is not necessarily the one everyone dreams of when they join a business school (product manager, team leader, etc.) but rather the one that most suits you and brings you fulfilment! Doing what’s right for you is the greatest success you can offer yourself!

From a professional perspective, our expectations are mainly financial and commercial. We are looking for advice, ideas and even financing proposals. We already work with many retailers, manufacturers and agencies. If you think our project fits in with your marketing strategy, please get in touch, we are open to all forms of collaboration!

Whether a professional, a student or a professor, we welcome your opinions about Luditop. During this early phase, all user feedback is invaluable to our future success… J

So check out Luditop asap at http://www.luditop.com

Personal email address: fvella@luditop.com

Contact: marketing@luditop.com