The third and last axis is direct marketing

No need to mystical experience or distant travel on Pandora, the world of the film "Avatar", to make the experience of a parallel world. The Web suffices, with its offices, its stores, its libraries, its amusement parks and its clubs of meetings. A mirror in perpetual reconstruction which has as its guides, its gurus, its trimmers and its heroes. Among these, Jean-Baptiste Descroix-Vernier, the founder of Rentabiliweb, is one of the most Baroque figures. Its mats, its kilts, his mystical speech quickly made a star of the media. Appeal strengthened by prestigious directors and shareholders (Arnault, Pinault, Courbit, Messier, Madelin...), an introduction on the stock exchange (Alternext in 2006, Euronext in 2010) and a famous communications agency to orchestrate everything.

The story is good for the journalist, it is fascinating for the businessman rather accustomed to the wailing on the absence of economic model on the Internet. Since its introduction on the stock market, the turnover of this provider on the Internet has multiplied by four, to EUR 65 million, and its operating margin is greater than 17.

His knowledge of the universe of the Web is such that can readily imagine the evening aboard his barge moored in the port of Amsterdam, as the hero of "Avatar", connecting the mats on the network to commune with him and show the following day with new trends and activities to develop on the canvas.

His company hosts nearly 450 websites and sells additional payment solutions online to hundreds of clients in 45 countries. A slave, started business in 2001 and which requires to monitor permanently the movements of the network. And no matter whether sometimes some frictions are involved with the physical world. Last November, a riot took place after the cancellation of a distribution of Bank near the Eiffel Tower. Not to mention the presence in its portfolio of sites for adults. What are the hazards of the new economy of the Net, between provocation, social events and small arrangements with common morality.

Rentabiliweb merit model that it focuses. It is both quite original and representative of the approach of a new generation of companies and entrepreneurs who know how to mix the three ingredients of success: vision, opportunism and discipline.

The vision. It is the young lyonnais lawyer back in business and who persuades, after the bursting of the dot-com bubble in 2000, that the model of absolute free on the Web and the only financing advertising has no future. In 2001, he embarks on the Audiotel, these freephone telephone numbers to do pay for a service via the telephone invoice. And then it will be the SMS: it sends a message and received an access code to retrieve a text, a song, or software.

Since then, it widen the Groove on the air on the "monetization of the Web". In other words, provide to stakeholders in the Internet tools to pay their content or increase their sales. With three axes. First, the micropayment, original profession, clever but which requires considerable masses to earn the turnover from a commission of 5 to 10 on low amounts. Thankless profession, whose growth is now low. Next payment, essentially by credit card. The company asked the Bank of France payment institution registration to ensure himself transactions and, thus, to retrieve some of the comfortable margin (on the order of 30, dixit Rentabiliweb) banks on this activity.

The third and last axis is direct marketing. With amazing techniques: pay the user for read commercial email, click on advertisements or respond to surveys, or the "cash back". This technique is to negotiate a discount with a merchant and to reconvey part (refund) on the internau - these or respond to surveys, or the "cash back". This technique is to negotiate a discount with a merchant and surrendering part (refund) to the user. All these activities allow the company to have a database of customers very refined... and monétisable.

These activities are, but their growth is uncertain and dependent on conditions. For more security, the Group chose is added a second pillar, the Publisher of his own sites to which apply the same revenue.

Opportunism. In 2007, the corner is taken with the acquisition of the Group Montorgueil, one of the largest francophone sites for adult players. With a nugget, Carpe Diem, specialist of the affiliation, one of the keys to profitability on the Internet. It broadcasts its contents, photos here or Kinky videos on hundreds of sites "affiliated" and to each transaction, sharing the benefits. This technique requires sharp computer competence.

Why to adult sites Because, as was the case with the Minitel and telephone, the taboo activities but not illegal are those for which a certain public is willing to pay, sometimes very expensive. It is therefore always in these margins that have experienced the most sophisticated communication and payment technologies.

Notified of the sour nature of this activity, particularly in the light of the personality of its supporters, Jean-Baptiste Descroix-Vernier (JBDV internally) is separated from most of the sites of charm. In fact, these activities, deemed "non-strategic" have evolved with the large movement of the Web. Today, the charm has much value. It has migrated to the meeting. But not any. The general meeting also tends to be trivialized because of competition from Facebook type social networks. Rentabiliweb seeks therefore the breed, such as bid meetings, romantic or gay.

Games in review (toox) websites, other specialized on disability (disability-information), another on mediation (justiceprivee). The idea is to build a so important Galaxy be sufficient in itself, each promoting the other means of payment is of course home. Every month new sites appear, others spend trap (a year to be profitable). All becoming as a large shopping centre with paying spaces and others free. The success is such that this activity sites, non-existent in 2006, now represents two thirds of the sales and three quarters of profits.

The discipline. This horizontal integration doubles as a strong vertical integration. With the aim of the control of the technology throughout the chain. As of 2004, the group creates... software development agency in Siberia, this paradise of cheap mathematicians. Since then, the company also employs engineers Bulgarian and Romanian. In total, 50 people are working in France and 60 in the East of Bucharest in Irkutsk.

Since floating retirement, JBDV control everything, has direct access to the computers of all employees. Most have never seen him but all have regularly on Skype, video conferencing on the Internet System. His respectability, he abandoned his kilts and chose an avatar reversed to talk in Parisian financial. Thibaut Faurès Coulanges Fustel is the tie and wise air of the first of class. At his "sell" the inordinate ambition of Rentabiliweb. But he knows that logic and the success of this strange building rests on the shoulders of one man, Crouching in his barge to navigate without resting on the canvas. One day, the Dutch police asked him to immediately lower the pirate flag floating on his boat. Still a concession to the real world...