Rocket Internet Companies: What is worth how much? Samwer brothers' stock market launch

The German internet company Rocket Internet, founded by the Samwer brothers, is one of the most successful internet enterprises in Germany and Europe. Its downside: it resembles a labyrinth and is difficult to fully understand in all its dimensions - which is not exactly beneficial to the planned stock market launch of Rocket Internet. And we're talking about a market value of more than two billion Euros.

In a previous article, Netz-Trends.de already had a closer look at Rocket Internet. This time, Netz-Trends.de will analyse a few Rocket Internet websites in Part 2. Since we do not have information about the turnover or profit of Rocket Internet websites, Netz-Trends.de will provide an overview over some important criteria around the most important Rocket Internet websites. We will focus on: number of countries within a company's operational reach, business model, if possible the legal form, management, and number of Facebook followers.

Rocket Internet, somehow boastfully, calls itself "the world's largest internet incubator." However, trusting the German monthly business magazine Manager Magazin, there's a lot of hot air coming from Rocket Internet's offices mainly in Berlin. Whether there is any substance to it or not, even Manager Magazin wasn't able to tell. After reading the lead story, however, the impression remained that Rocket is a smart company that has been pushed to the top with wits and acumen but also quite some sleights of hand.

15 years on the market

Rocket themselves write that they have been building online companies since 1999 and apparently have more than 100 "market leading companies in 100+ countries." Apparently, they have successfully sold more than a dozen of these companies.

The company was founded by the Samwer brothers and, since as early as 2007, has been trading under the name of Rocket Internet. Rocket Internet is currently operating - all steered from the company's headquarters in Berlin, "Europe's Silicon Valley" as they call it - "a network of international Rocket offices, covering all relevant developed and emerging markets." They point out that they focus on "building proven, transaction-based business models in the online and mobile space." As important investors in Rocket Internet companies, they name "Investment AB Kinnevik, Holtzbrinck Ventures and many others."

However, talking particularly about investor Kinnevik, the Manager Magazin's lead story doesn't exactly sing its praise in regards to Rocket Internet. In fact, a lot of money went down the drain and Kinnevik now has trouble to earn back the amounts of money invested in Rocket companies (particularly in Zalando). We're not talking about small change here, we're talking about a few hundred million Euros.

All the while, Rocket Internet claims, in the paragraph "How we work" on Rocket's website, they are "much more than a venture capital firm or an incubator." In fact, they "bring together all key elements" in order to "create great companies." This encompasses the concept just as much as the team, as well as the technology and the capital, says Rocket. They are "100 percent operationally involved in building [their] companies" and additionally "cover all critical functions with [their] expert teams."

Before we have a more detailed look at Rocket Internet's portfolio we would like to refer the reader to our August 2014 analysis of Rocket Internet: Rocket Internet & Oliver Samwer: Annual loss of 431 million Euros in 10 affiliated companies? /Famous German TV format barrages Olli with lots of unpleasant questions.

Overview Rocket Internet's worldwide portals: printing services, shoes and more

What follows are Rocket Internet's websites around the world. We would like to explicitly state that we cannot assume any liability or guarantee for the information below. The same is true for changes on websites since Netz-Trends-de's research up to the publication date. We would like to provide nothing more than an index.

The analysis of different companies will follow this scheme: We will start with the domain name, succeeded by the number of Facebook followers that we have found. We will then give information about mentioned managers (provided these are even publicly listed on the websites) and the countries in which the respective domains are active. Additionally, we will provide a short portrait of the portal which, in most cases, has been taken from the Rocket websites.

According to our Netz-Trends.de analysis published here, the Samwer brothers' Rocket Internet enterprise is active in the following industries, amongst others, with the following portals:

automobile (market-listed), online fashion shops, online furnishing shops (home and office), mobile payment service, online payment service, online gaming, price comparison, private holiday accommodation, jobs (market-listed), credit brokerage, and online printing service. Part 1 of the Netz-Trends.de analysis regarding Rocket Internet lists additional fields of operation.

In regards to Rocket Internet's planned stock market launch, it could turn out to be a problem that it is difficult for investors to see, without clear bounds regarding accounting, what is interesting for them and what isn't. Oliver Samwer's outstanding talent is complex, very extraordinary and thus remarkable, however, it could collide with the standards effective at the stock market.

At the end of the day, many a potential investor will not only weigh the standing of the portal in the respective country and on the respective market, they will also take into consideration things like sympathies for and antipathies against the Samwers. That much is clear: what is worth how much seems like a question that's difficult to answer for investors - as it is quite often the case on the internet. At the same time, this applies: investors don't just buy based on turnover and profit; more than anything, they buy market shares in a business field.

Rocket Internet project: automobile - Motors.com.mm

Number of Facebook followers found: Motors.com.mm: 275,646.
Company: RS-C Internet Services Company Limited.
Managing directors: (n/s).

Business model: "Motors.com is an online car dealer [particularly] in Asia and Africa, providing a large selection of car models by famous brands. Whether new or used cars are offered by Motors.com. It shall be easy to buy cars online: searching vehicles, find local car certified dealer, and negotiate a low price. You have the option to buy cars from private customers, professional car dealers, and even the local auto trader next to you."

Other domains found: n/s
Active in the following countries: n/s
Amongst others, cooperates with: Motors.com.mm (house.com.mm, work.com.mm, ads.com.mm, carmudi.com, jumia, kaymu, hellofood, lamudi, jovago, easy taxi) /carmudi.com (MTNcameroon.net, kaymu, lamudi, jovago.com).
Members of staff: motors.com.mm (n/s) / carmudi (51-200) (Source: linkedin.comcompanycarmudi).
Samwer investment: n/s
Press contact: n/s

Rocket Internet project: automobile - Carmudi

Number of Facebook followers found: 28,415.
Company: RS-C Internet Services Company Limited.
Management: Karl- Johan Sturesson, Head of Business Development Carmudi Africa (Source: techmoran.comceo-weekends-carmudi-the-african-story).

Business model: marketplace for vehicles.

Other domains found: carmudi.com.bd (Bangladesh), carmudi.pk (Pakistan), carmudi.cm (Cameroon), carmudi.com.ph (Philippines), carmudi.com.gh (Ghana), carmudi.qa (Qatar), carmudi.co.id (Indonesia), saudi.carmudi.com (Saudi Arabia), carmudi.com.mx (Mexico), carmudi.ae (United Arab Emirates), carmudi.com.ng (Nigeria), carmudi.vn (Vietnam).

Active in the following countries: Myanmar, Bangladesh, Pakistan, Cameroon, Philippines, Ghana, Qatar, Indonesia, Saudi Arabia, Mexico, United Arab Emirates, Nigeria, Vietnam.
Amongst others, cooperates with: Motors.com.mm (house.com.mm, work.com.mm, ads.com.mm, carmudi.com, jumia, kaymu, hellofood, lamudi, jovago, easy taxi) /carmudi.com (MTNcameroon.net, kaymu, lamudi, jovago.com).
Members of staff: 51-200 (Source: linkedin.comcompanycarmudi).
Samwer investment: n/s
Press contact: n/s

Rocket Internet project: fashion - Namshi.com

Number of Facebook followers found: 613,712.
Company: Namshi General Trading LLC.
Domain registration: Hisham Zarka, MENA Style Fashion GmbH & Co KG.
Managing directors: Faraz Khalid, Hosam Arab, Eyad Alkassar (Source: crunchbase.comorganizationnamshi)

Business model: "Namshi, the Middle East's most happening online destination for fashion and footwear. It brings an extensive range of local and international brands in the region, as well as in-house brands".

Other domains found: en-ae.namshi.com, en-sa.namshi.com, en-kuwait.namshi.com, en-bahrain.namshi.com, en-oman.namshi.com, en-qatar.namshi.com.
Active in the following countries: UAE, Saudi Arabia, Kuwait, Bahrain, Oman, Qatar, international.
Amongst others, cooperates with: n/s
Members of staff: >100 (as of 2012; Source: arabianbusiness.comnamshi-expand-after-securing-over-20m-financing-474330.html).
Samwer investment: n/s
Press contact: n/s

Rocket Internet project: fashion - theiconic.com.au

Number of Facebook followers found: 423,294.
Company: Internet Services Australia 1 Pty Limited (THE ICONIC is part of the Zalora Group).
Domain registration: INTERNET SERVICES AUSTRALIA 1 PTY LTD THE ICONIC.
CEO: Patrick Schmidt (Source: powerretail.com.aupureplaythe-iconic-new-ceo).

Business model: "The Iconic is a shop for fashion and footwear. Providing an Australian lens on global trends, THE ICONIC source the best that Australian fashion has to offer, as well as bringing you all of your favourite international brands and coveted designers."

Other domains found: none
Active in the following countries: Australia, New Zealand.
Amongst others, cooperates with: none (part of the Zalora Group).
Members of staff: 350 (Source: gruenderszene.deallgemeinfinn-haensel-interview).
Samwer investment: n/s
Press contact: press@theiconic.com.au.

Rocket Internet project: fashion - Zalora.com

Number of Facebook followers found: Malaysia (859,010), Philippines (1,159,337), Vietnam (522,155), Thailand (846,145).

Company: Jade EServices Malaysia Sdn Bhd Zalora (Hong Kong), Jade E-Services Pte Limited (Singapore), BF Jade E-Services Philippines Inc. Rock-Skate Internet (Thailand), Limited Limited Recess Handel & Logistik (TNHH Một Thành Viên Bán Lẻ & Giao Nhận Recess), PT. Fashion Marketplace Indonesia (Indonesia), Zalora Group GmbH Zalora Co., Ltd. Internet Services Australia 1 Pty Limited (Australien).
Domain registration: Zalora Group GmbH Zalora Co., Ltd. (Domain holder).
Managing directors: n/s

Business model: "Zalora is Asia’s leading online fashion destination. It is a large and fast growing fashion focused e-commerce site in Southeast Asia. Offering an extensive collection of over 500 top international and local brands and designers, the customers can shop from thousands of products across men’s and women’s fashion apparel, shoes, accessories, and beauty categories online. They offer a thirty-day free returns policy, speedy deliveries within 1-3 working days, free delivery over a certain spend, and multiple payment methods including cash-on-delivery".

Other domains found: alora.com.my, zalora.sg, zalora.com.hk, zalora.com.ph, zalora.vn, zalora.co.th, zalora.co.id, theiconic.com.au (The Iconic), theiconic.co.nz (The Iconic).
Active in the following countries: Malaysia, Singapore, Myanmar, Hong Kong, Philippines, Vietnam, Thailand, Indonesia, Australia (The Iconic), New Zealand (The Iconic).
Amongst others, cooperates with: n/s
Members of staff: >1,000 (Southeast Asia; Source: venturevillage.eujp-morgan-rocket-internet-zalora-zando-namshi).
Samwer investment: n/s
Press contact (selected): info@zalora.com.my (Kuala Lumpur).

Rocket Internet project: fashion - Zando.com

Number of Facebook followers found: 193,274.
Company: Jade-Services South Africa (PTY) Ltd.
Domain registration: Jade-Services South Africa (PTY) Ltd.
Managing director: Sascha Breuss, former Eugen Petersen, Peter Allerstorfer (Source: za.linkedin.compubpeter-allerstorfer48b4b68).

Business model: "Zando offers international and local fashion brands for sale online in South Africa".

Other domains found: none (found).
Active in the following countries: South Africa.
Amongst others, cooperates with: n/s
Members of staff: 200 (as of September 2012; Source: businesstech.co.zanewsinternet22958j-p-morgan-zando-investment-details).
Samwer investment: n/s
Press contact: media@zando.co.za.

Rocket Internet project: furniture - zanui.com.au

Number of Facebook followers found: 11,016.
Company: Internet Services Australia 3 Pty Limited.
Domain registration: Yosuke Hall, Internet Services Australia 3 Pty Limited.
Managing director: Yosuke Hall (Source: powerretail.com.aupureplayzanui-managing-director-resigns).

Business model: "Zanui is [an] [A]ustralian online destination for furniture and homewares. Zanui provides consumers with stylish new products for home, inspiration and ideas for home decoration and unmatched customer service."

Other domains found: n/s
Active in the following countries: Australia.
Amongst others, cooperates with: n/s
Members of staff: 51-200 (Source: au.linkedin.comcompanyzanui?trk=ppro_cprof).
Samwer investment: n/s
Press contact: press@zanui.com.au.

Rocket Internet project: furniture - Westwing

Number of Facebook followers found: Germany (138,753), Brazil (936,428), Poland (33,746), Spain (106,372), Switzerland (6,559), Netherlands (31,431).

Company: Germany (Westwing Home & Living GmbH), Spain (WW E-Service Iberia, S.L.U).
Domain registration (selected): Germany (Domainfactory GmbH), Netherlands (Key- Systems GmbH), Poland (Stefan Smalla, Jade 1290. GmbH).
Management (Germany): Delia Fischer (Managing Director), Matthias Siepe (CEO), Stefan Smalla (CEO).

Business model: Westwing is Germany's first Online Shopping Club for Home & Living: Westwing offers interior design fans home accessories and furniture at prices of up to -70% of the manufacturer's recommended retail price.

Other domains found: westwing.fr, dalani.it, westwing.ru, westwing.kz, westwing.es, westwing.nl, westwing.pl, westwing.ch, westwing.com.br.
Active in the following countries: Germany, Brazil, Spain, Poland, Switzerland, Netherlands, France, Italy, Russia, Kazakhstan.
Amongst others, cooperates with: n/s
Members of staff (Germany): 1,100 (westwing.decompany)
Samwer investment (allegedly): 72 million Euro (Source: techcrunch.com20140403westwing-rocket-internets-home-design-portal-upsizes-with-another-99m-from-fidelity-and-more).
Press contact (selected): Hannah Neumann (Germany), Tim Schäfer (Germany), Patricia Mas (Spain), Demelza Janmaat (Netherlands).

Rocket Internet project: office equipment - OfficeYes.com

Number of Facebook followers found: 8,590.
Company: Sagittarius eServices Private Limited.
Domain registration: Arvind Sivdas, Sagittarius eServices Pvt Ltd.
Management: Arvind Sivdas (CEO), Kabeer Chawla (Regional Head North & East Region), Apoorv Jain (Regional Head West Region), R. Jagathpathy (Regional Head South Region).

Business Model: "OfficeYes is India's Largest Office Supplies company operated by Sagittarius eServices Private Limited, a company incorporated under the laws of India."

Other domains found: none
Active in the following countries: India.
Amongst others, cooperates with: n/s
Members of staff: 100+
Samwer investment: n/s
Press contact: n/s

Rocket Portfolio: mobile payment, holiday accommodation, printing services, gaming, jobs and credit brokerage:

Rocket Internet project: mobile payment service - payleven.com

Number of Facebook followers found: Germany (77,147), Spain (619), Brazil (255).

Company: ZenPay UK Limited – trading as payleven.
Domain registration: Arnt Jeschke, Jade 1360. GmbH.
Management: Konstantin Wolff (CMO), Rafael Otero (CTO) und Alston Zecha (COO), Alexander Zumdieck (Director)

Business model: Mobile payment system for smartphones and tablets per payleven chip & PIN solution

Other domains found: payleven.com.br, payleven.be, payleven.es, payleven.fr, payleven.it, payleven.nl, payleven.at, payleven.pl, payleven.co.uk.
Active in the following countries: Germany, France, Great Britain, Italy, Netherlands, Belgiun, Austria, Spain, Poland and Brazil.
Amongst others, cooperates with:n/s
Members of staff: 90
Samwer investment: n/s
Press contact: Christian Hillemeyer (Head of PR; payleven.depress, presse@payleven.de).

Rocket Internet project: online payment service - paymill.com

Number of Facebook followers found: 956.

Company: PAYMILL GmbH).
Domain registration: Kilian Thalhammer, Paymill GmbH).
Management: Mark Henkel (Executive Director), Jörg Sutara (Executive Director), Kilian Thalhammer (Global CPO).

Business model: online payment service to implement payment options on websites.

Other domains found: paymill.comes-ad, paymill.comde-at, paymill.comnl-be, paymill.combg-bg, paymill.comde-ch, paymill.comcs-cz, paymill.comel-cy, paymill.comda-dk, paymill.comet-ee, paymill.comes-es, paymill.comfo-fo, paymill.comfi-fi, paymill.comfr-fr, paymill.comen-gb, paymill.comen-gi, paymill.comel-gr, paymill.comhr-hr, paymill.comhu-hu, paymill.comen-ie, paymill.comen-im, paymill.comhe-il, paymill.comis-is, paymill.comit-it, paymill.comde-li, paymill.comlt-lt, paymill.comfr-lu, paymill.comlv-lv, paymill.comfr-mc, paymill.commt-mt, paymill.comnl-nl, paymill.comno-no, paymill.compl-pl, paymill.compt-pt, paymill.comro-ro, paymill.comsv-se, paymill.comsk-sk, paymill.comsl-si, paymill.comtr-tr, paymill.comit-va.

Active in the following countries: Germany, Andorra, Austria, Belgium, Bulgaria, Switzerland, Czech Republic, Cyprus, Denmark, Estonia, Spain, Faroe Islands, Finland, France, Great Britain, Greenland, Greece, Croatia, Hungary, Ireland, Isle of Man, Israel, Island, Italy, Liechtenstein, Lithuania, Luxembourg, Latvia, Monaco, Malta, Netherlands, Norway, Poland, Portugal, Romania, Sweden, Slovakia, Slovenia, Turkey, Vatican City State.

Amongst others, cooperates with: n/s
Members of staff: 47
Samwer investment: n/s
Press contact: Jörg Sutara (paymill.comde-deinformationennutzlichespresse, presse@paymill.com).

Rocket Internet project: online gaming - plinga.com

Plinga connects social application and game developers with premium social networks around the globe.

Rocket Internet project: price comparison - pricepanda.com

Number of Facebook followers found: Indonesia (64,636), Singapore (11,054), Mexico (15,863), India (27), Argentina (28), Columbia (40).

Company: Pricepanda Group GmbH.
Domain registration: Arnt Jeschke, Jade 1367. GmbH.
Management: n/s.

Business model: "Pricepanda is a price comparison service in emerging markets. By compiling up-to-date information from hundreds of online shops, Pricepanda provides its users with a complete overview of deals helping them to find the best offers for shopping online."

Other domains found: pricepanda.co.id, pricepanda.com.ar, pricepanda.com.my, pricepanda.com.co, pricepanda.com.ph, pricepanda.com.mx, pricepanda.com.sg, pricepanda.co.th, pricepanda.co.in.

Active in the following countries: Indonesia, Argentina, Malaysia, Columbia, Philippines, Mexico, Singapore, Thailand, India.
Amongst others, cooperates with: Lazada, Mobile Square, Camera Paradise, Remal Sales, blibli.com.
Members of staff: n/s
Samwer investment: n/s
Press contact: David Zahn (pricepanda.com.arprensa, press@pricepanda.com).

Rocket Internet project: private holiday accommodation - wimdu.de

Number of Facebook followers found: 94,277.

Company: Wimdu GmbH.
Domain registration: Arne Bleckwenn, Wimdu GmbH (majority).
Managing directors: Arne Bleckwenn, Hinrich Dreiling.

Business model: Wimdu is an online platform that allows you to book private holiday accommodation.

Other domains found: wimdu.com.ar, wimdu.hk, wimdu.ru, wimdu.com.au, wimdu.be, wimdu.com.br, wimdu.ca, wimdu.cl, wimdu.co, wimdu.cr, wimdu.cz, wimdu.dk, wimdu.es, wimdu.fi, wimdu.hk, wimdu.in, wimdu.co.id, wimdu.ie, wimdu.it, wimdu.hu, wimdu.com.my, wimdu.com.mx, wimdu.nl, wimdu.co.nz, wimdu.no, wimdu.at, wimdu.com.pe, wimdu.pl, wimdu.pt, wimdu.ch, wimdu.co.za, wimdu.se, wimdu.com.tw, wimdu.com.tr, wimdu.com, wimdu.co.uk, wimdu.com.uy, wimdu.com.vn, wimdu.cn, wimdu.jp, wimdu.co.kr, wimdu.co.il.

Active in the following countries: worldwide - see domains.
Amongst others, cooperates with: n/s
Members of staff: >250 (Source: wimdu.deaboutus#about-us-about-us).
Samwer investment: n/s / however, approx. 90 million USD other investment from different sources

Press contact (selected): Evilda Nikander (Germany), Rebecca Pendleton (USA), Stefanie Gruber (France).

Rocket Internet project: jobs - work.com.mm

Number of Facebook followers found: 112,402.

Company: n/s
Domain registration: n/s
Management: n/s.

Business model: "Work.com.mm is focused on simply providing high quality people high quality jobs. Work.com.mm provide job seekers not only with an array of job choices, but with the tools and knowledge to get those jobs. They provide an affordable, usable plattform for companies filled with great candidates waiting for your call".

Other domains found: none
Active in the following countries:Myanmar.

Amongst others, cooperates with:ads.com.mm, motors.com.mm, house.com.mm.
Members of staff: n/s
Samwer investment: n/s
Press contact: n/s

Rocket Internet project: credit brokerage - Zencap.de

Number of Facebook followers found: 265.

Company: Zencap Deutschland GmbH.
Domain registration: Christian Grobe, Zencap Deutschland GmbH).
Managing directors: Dr. Matthias Knecht, Dr. Christian Grobe.

Business model: Zencap is a loan marketplace. The portal serves as a platform that connects companies seeking capital with investors.

Active in the following countries: Germany, Spain

Amongst others, cooperates with: n/s
Mitarbeiter: 35 (Source: zencap.depresse-innovationsschub-fuer-den-mittelstand-39.html).
Samwer investment: n/s
Press contact: Dr. Christian Grobe info@zencap.de (also Managing director)

Rocket Internet project: online printing service - zocprint.com.br

Number of Facebook followers found: 679,041.

Company: ZOCPRINT SERVIÇOS GRAFICOS LTDA.
Domain registration: zocprint.com.br.
CEO: Fábio Arruda (Source: http://br.linkedin.com/pub/f%C3%A1bio-arruda/12/527/9a4).

Business model: "Zocprint offers printing of promotional material such as business cards and flyers, customizables templates and many mor. Zocprint provides many customizable templates online".

Other domains found: none
Active in the following countries: Brazil

Amongst others, cooperates with: Airu, Blue Circle, CuoNation, hellofood, payleven.
Members of staff: 11-50 (Source: linkedin.comcompanyzocprint).
Samwer investment: n/s
Press contact: n/s

Rocket Internet project: online printing service - printvenue.com

Number of Facebook followers found: printvenue.com (215,976); 1,209 of which in Singapore

Company: Axel Retail Private Limited
Domain registration: Axel Retail Pvt Ltd.
Managing director: Saurabh Kochhar.

Business model: "Printvenue was founded to bring a new standard of quality and service for online commercial printing. So you can buy a lot of customized Accessories with your favorite pictures on it."

Other domains found: printvenue.sg (Singapore).
Active in the following countries: India, Singapore
Amongst others, cooperates with: jabong.com, foodpanda.in.
Members of staff: 51-200.
Samwer investment: n/s
Press contact: n/s

This is how Rocket Internet works according to Rocket's own statement

"Engineering and Product Development, Online Marketing, CRM, Business Intelligence, Operations, HR and Finance" - these teams are basically part of every internet company throughout Germany and Europe, and of course, they are also part of Rocket Internet. Additionally, Rocket has a "global task force of the top entrepreneurial talents that brings expertise and speed to all [their] markets."

You definitely believe it when the Samwers say that they are "passionate entrepreneurs" and "focus on performance." However, if they are indeed as "humble" as they claim to be on their Linkedin profile, seems to be debatable considering the rumours in the internet scene. This is especially true about Oliver Samwer and his style of management that has the craziest rumours going around.

Other selected statements that Rocket wants the world to believe: "We focus on the details and always try to solve problems ourselves. We want to be selfless and pragmatic and have no time for politics. We value intelligence more than experience. We believe that anything is possible. We move as fast as we can and take risks. We are flexible and tolerant towards ambiguity and uncertainty."

Considering such a great amount of Rocket Spirit, Netz-Trends.de tries to give a more level-headed overview regarding the most important Rocket Internet projects. Our impression: We find it hard to figure out why a company would try to cater to so many emerging markets as we have found Rocket Internet do in our analysis. We have also failed to make sense of the fact that some portals have a significant amount of Facebook followers, however, they are hardly visible on Sistrix, a not quite unimportant and commonly used SEO tool that provides a first analysis about the visibility of a portal on the index of internet search engines (Google, Bing, Yahoo, Qwant.com).

Whether this is a result of the fact that Sistrix has been developed in the German-speaking area, we can't currently evaluate in conclusion of our presentation Rocket Internet's self-portrait.