LL3 - #29

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Empowering the Hotel Direct Channel. HotelASP provides self-service hotel digital marketing integrated with real time hotel sales and operations. All in one place.

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LL3 - #29

  1. 1. SUMMER OF STARTUPS Lessons Learned nº 3 (Nº 29 – HotelASP.com) Email: fabricadestartups@gmail.com www.fabricadestartups.com
  2. 2. Direitos de Autor• A metodologia FastStart e a organização do Bootcamp do Summer of Startups é da responsabilidade da Fábrica de Startups S.A. detendo esta empresa todos os direitos de autor e de propriedade intelectual. blog.hotelasp.com 1 v3.0
  3. 3. Team MembersMarketing TBA Digital Marketing, & Sales Hotel Marketing, Sales and Support Miguel Ribeiro Hotel OperationsOperations http://www.linkedin.com/profile/view?id=1401522 TBA Design Web Design, Software Usability, Brand, Communication, Sales and Support Miguel Ribeiro IT IT, Sales and Support blog.hotelasp.com 2 v3.0
  4. 4. Business Idea Self-service hotel digital marketing integrated with real time hotel sales and operations Sales Operations Marketing Guest• The HotelASP is a service to improve the marketing, sales and operations of small hotels and establishments offering accommodation or lodging.• It offers a one stop shop to the accommodation or lodging manager that need: – Marketing : Web site SEO friendly, AdWords Campaigns, Email campaigns; – Sales : Direct booking, discount engine; – Operations : Property management or channel management.• It’s self-service, integrated, convenient, fast, simple and affordable. blog.hotelasp.com 3 v3.0
  5. 5. Business Idea Empowering the hotel direct channel Customers HotelDigital Marketing Direct Booking Direct Channel Channel Management Hotel Operations blog.hotelasp.com 4 v3.0
  6. 6. Value Curves Empowering the hotel direct channel76543210 Hotel Operations Hotel Sales Hotel Marketing Other HotelASP Competition blog.hotelasp.com 5 v3.0
  7. 7. Business Model HotelASP MR v1.1Communication, Brand & Design Agency Tela do Modelo de Negócio Digital Marketing Provide self-service hotel digital marketing integrated with real time Self-Service & Automated Services S1 – Micro Hotel Managers hotel sales and operations. All in one CR1 ≤ 4 Employees Design & Usability IT Cloud Ready place. Learning “How to Configure & Use” Booking hubs Sales CRM using Videos, Manuals & FAQs CS1 Offer ONE-STOP-SHOP TOOL for the CR2 Channel management Support CRM property manager that includes: Support by MARKETING VP1 1. Videos, Manuals & FAQs S2 – Small Hotel partner providers #1 – AdWords Campaigns VP2 2. Community, Forums and Social Networks Managers #2 – Email Campaigns 3. Email and Chat Cloud Software Platform < 20 Employees #3 – Hotel Web site (SEO Ready) VP3 4. Premium Support Services Payment provider Development SALES IT Cloud Ready (PayPal) VP4 CR3 #4- Direct booking CS2 #5- Discounts Engine VP5 News letters OPERATIONS CR4 #6 - Property Management System VP6 Local Partners – #7 - Channel management VP7 For presencial or very Country Marketscustomizable services (e.g. Web Integrated (7 tools in 1) Search Engines with strong tourism Team industry, IT & design, data migration, etc) Make the life of the hotel manager simpler and Keyword Matching happier. More free time. Less risk. Simplify the use CH1 T&H communication of technology (Tourism & Hospitality ) infrastructure, IT cloud Cloud Platform VP8 Journals & readiness, english or Convenient Website CH2 Magazines portuguese spoken. Self-service from anywhere at anytime. CH5 Hosting VP9 No maintenance. #1 – Portugal Email Campaigns T&H #2 – United States Designed (to be Simple and Fast) #3 – Brazil Designed for the “no-time to waste” and multi- CH3 Associations #4 – United Kingdom tasker property manager #5 – Australia VP10 T&H CH6 #6 – Rest of the World Websites, Foruns & Affordable Communities T&H Free services and premium services with flexible Fairs (fixed and variable) pricing based on pay per usage CH4 CH7 VP11 RS9 Market  Acquisition = 20% RS10 Acquisition  Activation = 20% Hosting Software Services (Direct Revenue) Support Services RS11 Activation  Retention = 20%Team Salaries Fixed Pricing Direct Revenue RS1 70 € per Month #1 – Support by Telephone, Skype, SMS RS5 (fixed fee per year) RS12 Retention  Revenue = 25% Variable Pricing (Pay per Usage) RS13 Digital Office rent & Local IT RS2 #1 – Extra Direct Booking Commission (1% of booking) Indirect Revenue (By Local Partners) Churn Rate of 20% (1 in 5) Marketing infrastructure RS3 #2 – Extra Accounting Documents (0.2 € per doc.) RS6 #2 – Web Design (blog.hotelasp.com) (0.05 € per doc.) RS4 #3 – Extra Emails #3 – Presencial Formation RS7 #4 – Data Migration 6 RS8 blog.hotelasp.com v3.0
  8. 8. Market Size World Market S1 225.477 Micro Property Managers ≤ 4 Employees 504.345 IT Cloud Ready Micro & Small Hotels S2 278.869 Small Property Managers < 20 Employees (less than 20 employees) Market Size HotelASP Nº of Hotels Nº of Hotels 68% 78% 20% 1 in 5 1 in 5 1 in 4 643.903 504.345 Acquired Activated Retained Revenue940.203 Micro & Small IT Cloud Ready Hotels Hotels 100.869 20.174 4.035 1.009 M&S Hotels (< 20 emp.) 100% 68% 54% 10.7% 2.1% 0.4% 0.1% blog.hotelasp.com 7 v3.0
  9. 9. Customers – Segment #1 (Micro Hotel) MR v1.0 Micro Hotel ManagerThe world changes are creating uncertainty. There is more business risk. (≤ 4 Employees) Worried about the overbooking but is manageable.Sometimes anxious of not having money to pay for the fixed costs (taxes, He struggles with internet He needs to sell in several places (internet bookingutilities, fixed salaries, etc) but it’s manageable. Doesnt owe money to the bank. marketing. Too many, expensive sites) the same room for the same day. Lack of control in selling the room and complicated tools. inventory. No contracts. No guarantees. Worried about guest feedback Competition is using the Family. The owner and Most is sold via internet, over which he has Family managed and owned. in the internet. It’s difficult to internet to sell rooms manager family also uses very little or no control He typically owns the property. control and can greatly impact the internet to search, Difficulties and frustration in using web based technologies. future business. Competition is using book and complain. Too complicated but has some free time to spend. the internet for hotel marketing purposes There is a lot of hotel management software Guests. He hears what Competition. He sometimes tools offerings. What World economic crisis. the guests write about checks the internet to see to choose ? By cost, by People travel less and are the hotel in the what the competition is type, by credibility, ... more conscious with costs. internet. offering, mainly pricing and Taxes are increasing. promotions There are a lot of cheap hotel Business risk is increasing. software tools in the internet. More uncertainty Tourism and hospitality associations. He gives credibility to their recommendations What are credible ? Guests search, book and complain in the Internet Tourism regulation. He follows He still uses pencil and paper to manage the hotel but he is Internet is omnipresent and the laws and regulation starting using the internet for marketing and selling is in the business to stay He has more freedom in Guests are more cost He is starting or using the internet to sell his room inventory but spending money sensitive. They have doesn’t know very well how to do digital marketing for his hotel more information to Asks his family to help with the help in their choices internet. He doesn’t know how to do digital marketing for his hotel Extra costs derived from overbookings It’s very hard to do internet Increase revenue per Increase guest satisfaction marketing and selling. Too avalilable room (RevPar)Too much uncertainty and anxiety. Not having money many unfriendly, expensive More free timeto pay the fixed costs. Empty house. Too much room and complicated tools Increase occupaction Increase guest recurrence andinventory and no options of how to sell them. rate fidelization Frustated using internet Less risk andAfraid of unfair bad feedback consequences and technologies. Too headachesinability to answer back and defend the hotel position Reduce negative feedback Reduce operating costs complicated blog.hotelasp.com 8 v3.0
  10. 10. Customers – Segment #1 (Micro Hotel) Doesn’t want to waste Profile time in technology. Extrovert. People Woman, married, 55 years old, with grandchildren and a Oriented Self made woman standard or vocational college degree. Its a self-made woman, an hands-on person that values autonomy and Urban. Live in or 50 – 60 years old near the cities freedom. Married withLive in or near the Children She is extrovert and enjoys talking to people and share Hotel experiences. Vocational collegeYearly net income degree She is a multi-tasker, in the same day she can be amore than 50.000 receptionist, a restaurant clerk, a bar clerk, a room cleaner Multi-Tasker & USD Hands-On clerk or even a maintenance clerk. Owner and Speaks at least 2 She is not used to technology but she is learning, in particularmanager of a small languages (inc. she is using the internet to market and sell the hotel rooms. Property English) She earns enough to have a good living and she doesn´t worry to much about having an empty house. She prefer to Manages family business. Not technology savvy. Uses have an empty house than a house full of bad customers. Employ their Family the Internet but not regularlyPersonal Objectives Day to Day LifeLearn and share with people from different cultures and 6.30am - Wake upcountries. The hotel is kind of a reflex of her personality. She 7am – 8am - Prepare the breakfastlikes when her guests enjoy her hotel. 8am – 10am - Delivers the breakfast and talk with guests 10am – 11am - Room cleaning 11am – 1pm - Check Ins & Check OutsProfessional Objectives 1pm – 3pm - Room cleaning 3pm – 5pm - Manages bookings. Checks the internet,Average occupancy rate. Happy and satisfied customers. emails and faxesFidelization and recurrent guests. Make enough money to 5pm – 6pm – Maintenance issuesmaintain the hotel open and working. 6pm – 11pm – Reception, bar and talk with guests blog.hotelasp.com 9 v3.0
  11. 11. Customers – Segment #2 (Small Hotel) MR v1.0 Small Hotel Manager The world changes are creating uncertainty. There is more business (5-19 Employees) Very worried about the overbooking. It’s hard to manage. risk. Very anxious of not having money to pay for the fixed costs (bank He spends a lot of effort and He needs to sell in several places (internet booking sites) loan fees, taxes, utilities, fixed salaries, etc) money in internet marketing. the same room for the same day. Sometimes he needs to Lack of control in selling the room inventory. No sell in more than 10 different places. Family owned. Family owes the bank Competition is using the contracts. No guarantees. Most is sold via internet, money. Usually the family does not Worried about guest feedback over which he has very little or no control in the internet. It’s difficult to internet to sell rooms manage directly the hotelOwners Family. The control and can greatly impact Very occupied. He has no free time to spend. He doesn’t like to have Competition is using theowners have a close future business. to deal with several tools. He likes integration, control and less risk internet for hotelrelationship with thehotel manager. marketing purposes There is a lot of hotel Competition. He usually management software Manager Family. His checks the internet to tools offerings. What World economic crisis. family also uses the see what the to choose ? By cost, by People are more conscious internet to search, book competition is offering, type, by credibility, ... with costs. Taxes are and complain. mainly pricing and promotions increasing. Business risk is It’s dificult to find a one increasing. More uncertaintyGuests. He hears what the guests write stop shop tool with allabout the hotel in the internet. the marketing, sales and Guests search, book and complain in operation tools he needsTourism and hospitality associations. He gives the Internetsome credibility to their recommendations He uses a computer to manage the hotel and he uses Internet is omnipresent and frequently the internet for marketing and selling is in the business to stay He is more careful inTourism regulation. justifying theHe follows the laws He is using the internet to sell his room inventory but it’s Guests are more cost spending of money.and regulation hard to do digital marketing in a efficient manner sensitive. They have He has some web technologies more information to He has some know how to do digital marketing for his hotel but he has no time and know how and skills (html, web help in their choices he has limited budget for paying this kind of services to third parties tools, etc) Extra costs derived from overbookings Increase revenue per It’s hard to do internet Increase guest satisfaction avalilable room (RevPar)Too much uncertainty and anxiety. Not having money to marketing and selling. More free timepay the bank or other fixed costs. Empty house. Too much Too many unfriendly, Increase occupation rate Increase guest recurrence androom inventory and no options of how to sell them. expensive and fidelization complicated tools Less risk and Afraid of unfair bad feedback consequences and headaches inability to answer back and defend the hotel position Reduce negative feedback Reduce operating costs blog.hotelasp.com 10 v3.0
  12. 12. Customers – Segment #2 (Small Hotel) Doesn’t want to waste Profile time in technology. Extrovert. People Man, married, 45 years old, with children and a tourism Oriented Self made man related vocational college degree. Its an hands-on person that values efficiency and is result oriented. Urban. Live in or 40 – 50 years old near the cities He is extrovert and enjoys talking to people and share Married with Children experiences.Live near the Hotel Vocational college He is a multi-tasker, in the same day he can be aYearly net income degree receptionist, a restaurant clerk, a bar clerk, a room cleaner less than 75.000 clerk or even a maintenance clerk. Multi-Tasker & USD Hands-On He is used to technology, in particular he is using the Manager of a Speaks at least 2 internet to market and sell the hotel rooms. small Property languages (inc. English) He earns enough to have a decent living but he worries about having an empty house. He is paid to increase the occupancy rates of the hotel and is salary depends on his Not technology savvy. Uses professional performance. Manages family business. the Internet but not regularlyPersonal Objectives Day to Day LifeIncrease the salary and commissions. Learn and share with 6.30am - Wake uppeople from different cultures and countries. 7am – 8am - Manages the breakfast service 8am – 10am - Talk with guests 10am – 11am - Supervises the room operations 11am – 1pm - Manages the check ins and check outsProfessional Objectives 1pm – 3pm - Supervises the room operations 3pm – 5pm - Manages bookings. Checks the internet,High occupancy rates. Full house. Happy and satisfied emails and faxescustomers. Fidelization and recurrent guests. Not having 5pm – 6pm – Manages the maintenance issuesnegative feedbacks. 6pm – 11pm – Manages the reception, bar and talk with guests blog.hotelasp.com 11 v3.0
  13. 13. Hypotheses Validations Segments 1 and 2 Score TypeID Hypothesis Test Validation [H.VP1]: I bel i eve the HOTEL MANAGER wi l l va l ue hi s di rect cha nnel the [T.VP1]: Wi l l you va l ue hi s di rect cha nnel the s a me ha s the other I+S Thi s i s va l i d i f 70% of 10 s a me ha s the other onl i ne cha nnel s a nd us e s el f-s ervi ce a dvertis ement onl i ne cha nnel s a nd us e s el f-s ervi ce a dvertis ement ca mpa i gns i ntervi ews ora ndVP1 20 ca mpa i gns (vi a AdWords ) for a cqui ri ng new cus tomers , promote room s a l es , (vi a AdWords ) for a cqui ri ng new cus tomers , promote room s a l es , s urveys a gree reduce promotion cos t per room a nd i ncrea s e revenue per a va i l a bl e room reduce promotion cos t per room a nd i ncrea s e revenue per (RevPAR) a va i l a bl e room (RevPAR) [H.CR1]: I bel i eve the HOTEL MANAGER wi l l us e s el f-s ervi ce onl i ne (cl oud) [T.CR1]: Wi l l you us e s el f-s ervi ce onl i ne (cl oud) s oftwa re s ervi ces I+S Thi s i s va l i d i f 70% of 10 s oftwa re s ervi ces for reduci ng hotel ma rketing, s a l es a nd opera tion cos ts , for reduci ng hotel ma rketing, s a l es a nd opera tion cos ts , i ntervi ews ora ndCR1 20 i ncrea s e s a l es a nd be more effi ci ent i n res ource pl a nni ng a nd us a ge i ncrea s e s a l es a nd be more effi ci ent i n res ource pl a nni ng a nd s urveys a gree us a ge [H.VP6]: I bel i eve the HOTEL MANAGER wi l l us e a n onl i ne (cl oud) property [T.VP6]: Wi l l you us e a n onl i ne (cl oud) property ma na gement I+S Thi s i s va l i d i f 70% of 10 ma na gement s oftwa re for ma na gi ng the hotel ma rketing, s a l es a nd s oftwa re for ma na gi ng the hotel ma rketing, s a l es a nd i ntervi ews ora ndVP6 20 opera tions opera tions s urveys a gree [H.VP2]: I bel i eve the HOTEL MANAGER wi l l va l ue hi s di rect cha nnel the [T.VP2]: Wi l l you va l ue hi s di rect cha nnel the s a me or more tha n I+S Thi s i s va l i d i f 70% of 10 s a me or more tha n the other onl i ne cha nnel s a nd us e s el f-s ervi ce ema i l the other onl i ne cha nnel s a nd us e s el f-s ervi ce ema i l ca mpa i gns i ntervi ews ora ndVP2 16 ca mpa i gns for retai ni ng gues ts , reduce churn ra te, i ncrea s e cus tomer for retai ni ng gues ts , reduce churn ra te, i ncrea s e cus tomer s urveys a gree s a tis fa ction, promote room s a l es , reduce promotion cos t per room a nd s a tis fa ction, promote room s a l es , reduce promotion cos t per i ncrea s e the revenue per a va i l a bl e room (RevPAR) room a nd i ncrea s e the revenue per a va i l a bl e room (RevPAR) [H.CR2]: I bel i eve the HOTEL MANAGER wi l l vi ew "how to us e" YouTube [T.CR2]: Wi l l you vi ew "how to us e" YouTube vi deos for l ea rni ng I+S Thi s i s va l i d i f 70% of 10 vi deos for l ea rni ng a nd confi guri ng how to us e the s oftwa re s ervi ce wi thout a nd confi guri ng how to us e the s oftwa re s ervi ce wi thout a ny i ntervi ews ora ndCR2 16 a ny pres enci a l s upport pres enci a l s upport s urveys a gree [H.CR3]: I bel i eve the HOTEL MANAGER wi l l us e non pres enci a l or s el f- [T.CR3]: Wi l l you us e non pres enci a l or s el f-s ervi ce s upport for I+S Thi s i s va l i d i f 70% of 10 s ervi ce s upport for fi xi ng probl ems tha t coul d occur from the us a ge of the fi xi ng probl ems tha t coul d occur from the us a ge of the s oftwa re i ntervi ews ora ndCR3 16 s oftwa re s urveys a gree [H.RS1]: I bel i eve the HOTEL MANAGER wi l l pa y a fi xed pri ci ng of 70 € per [T.RS1]: Wi l l you pa y a fi xed pri ci ng of 70 € per month for us i ng a l l I Thi s i s va l i d i f 70% of 10 month for us i ng a l l the Hotel ASP s ervi ces wi thout a ny l i mi tations the Hotel ASP s ervi ces wi thout a ny l i mi tations i ntervi ews a greeRS1 15 blog.hotelasp.com v3.0
  14. 14. Hypotheses Validations Segments 1 and 2 Score TypeID Hypothesis Test Validation [H.RS2]: I bel i eve the HOTEL MANAGER wi l l pa y a 1% commi s s i on for ea ch [T.RS2]: Wi l l you pa y a 1% commi s s i on for ea ch extra di rect I Thi s i s va l i d i f 70% of 10 extra di rect booki ng a fter 3 free booki ngs per month booki ng a fter 3 free booki ngs per month i ntervi ews a greeRS2 15 [H.CS1]: I bel i eve the HOTEL MANAGER wi l l need a s oftwa re tool for [T.CS1]: Wi l l you need a s oftwa re tool for ma na gi ng the I Thi s i s va l i d i f 70% of 10 ma na gi ng the ma rketing, s a l es a nd opera tions i f you a re the ma na ger of a n ma rketing, s a l es a nd opera tions i f you a re the ma na ger of a n i ntervi ews a greeCS1 15 hotel wi th l es s tha n 4 empl oyees hotel wi th l es s tha n 4 empl oyees [H.VP5]: I bel i eve the HOTEL MANAGER wi l l us e di s count ca mpa i gns for [T.VP5]: Wi l l you us e di s count ca mpa i gns for i ncrea s i ng cus tomer I+S Thi s i s va l i d i f 70% of 10 i ncrea s i ng cus tomer retention a nd fi del i za tion a nd i ncrea s e occupa tion retention a nd fi del i za tion a nd i ncrea s e occupa tion ra te i ntervi ews ora ndVP5 12 ra te s urveys a gree [H.VP8]: I bel i eve the HOTEL MANAGER wi l l va l ue a n i ntegra ted one s top [T.VP8]: Wi l l you va l ue a n i ntegra ted one s top s hop s ervi ce for I+S Thi s i s va l i d i f 70% of 10 s hop s ervi ce for reduci ng cos ts from ma nua l a ctivi ties , reduce bus i nes s ri s k reduci ng cos ts from ma nua l a ctivi ties , reduce bus i nes s ri s k a nd i ntervi ews ora ndVP8 12 a nd rel ea s i ng more free time to the da y to da y cus tomer rel a tions hi p rel ea s i ng more free time to the da y to da y cus tomer rel a tions hi p s urveys a gree [H.RS3]: I bel i eve the HOTEL MANAGER wi l l pa y 0.2 € for ea ch extra i nvoi ce or [T.RS3]: Wi l l you pa y 0.2 € for ea ch extra i nvoi ce or recei pt I Thi s i s va l i d i f 70% of 10 recei pt document a fter the 10 free documents per month document a fter the 10 free documents per month i ntervi ews a greeRS3 12 [H.RS4]: I bel i eve the HOTEL MANAGER wi l l pa y 0.05 € for ea ch extra ema i l [T.RS4]: Wi l l you pa y 0.05 € for ea ch extra ema i l a fter the 100 free I Thi s i s va l i d i f 70% of 10 a fter the 100 free ema i l s per month ema i l s per month i ntervi ews a greeRS4 12 [H.RS9]: I bel i eve the HOTEL MANAGER wi l l be a t l ea s t 20% (1 i n 5) of the [T.RS9]: Wi l l you be a t l ea s t 20% (1 i n 5) of the ca s es i nteres ted SRV Thi s i s va l i d i f Googl e ca s es i nteres ted i n vi s i ting the Hotel ASP s i te for ma rketing, s a l es a nd i n vi s i ting the Hotel ASP s i te for ma rketing, s a l es a nd opera tions Ana l ytics confi rm thi sRS9 12 opera tions i f he s ees a n Hotel ASP a dvertis ement i f he s ees a n Hotel ASP a dvertis ement between 1 of Aug a nd 22 of Aug blog.hotelasp.com v3.0
  15. 15. Hypotheses Validations Segments 1 and 2 Score TypeID Hypothesis Test Validation [H.RS10]: I bel i eve the HOTEL MANAGER wi l l regi s ter i n a t l ea s t 20% (1 i n 5) [T.RS10]: Wi l l you regi s ter i n a t l ea s t 20% (1 i n 5) of the ca s es for SRV Thi s i s va l i d i f Googl e of the ca s es for a free a ccount i f he i s on the Hotel ASP s i te a free a ccount i f he i s on the Hotel ASP s i te Ana l ytics confi rm thi sRS10 12 between 1 of Aug a nd 22 of Aug [H.RS11]: I bel i eve the HOTEL MANAGER wi l l us e the free s ervi ce i n a t l ea s t [T.RS11]: Wi l l you us e the free s ervi ce i n a t l ea s t 20% (1 i n 5) of SRV Thi s i s va l i d i f Googl e 20% (1 i n 5) of the regi s tered a ccounts for bus i nes s a nd not tri a l purpos es the regi s tered a ccounts for bus i nes s a nd not tri a l purpos es Ana l ytics confi rm thi sRS11 12 between 1 of Aug a nd 22 of Aug [H.RS12]: I bel i eve the HOTEL MANAGER wi l l convert to pa i d s ervi ces i n a t [T.RS12]: Wi l l you convert to pa i d s ervi ces i n a t l ea s t 25% (1 i n 4) SRV Thi s i s va l i d i f Googl e l ea s t 25% (1 i n 4) of the free a ccounts for us i ng the ful l fea tures of the of the free a ccounts for us i ng the ful l fea tures of the Hotel ASP Ana l ytics confi rm thi sRS12 12 Hotel ASP s ervi ce s ervi ce between 1 of Aug a nd 22 of Aug [H.RS13]: I bel i eve the HOTEL MANAGER wi l l s top us i ng the pa i d s ervi ces i n [T.RS13]: Wi l l you s top us i ng the pa i d s ervi ces i n 20% of the SRV Thi s i s va l i d i f Googl e 20% of the ca s es for budget or other rea s ons ca s es for budget or other rea s ons Ana l ytics confi rm thi sRS13 12 between 1 of Aug a nd 22 of Aug [H.CS2]: I bel i eve the HOTEL MANAGER wi l l need a s oftwa re tool for [T.CS2]: Wi l l you need a s oftwa re tool for ma na gi ng the I Thi s i s va l i d i f 70% of 10 ma na gi ng the ma rketing, s a l es a nd opera tions i f you a re the ma na ger of a n ma rketing, s a l es a nd opera tions i f you a re the ma na ger of a n i ntervi ews a greeCS2 10 hotel wi th l es s tha n 20 empl oyees hotel wi th l es s tha n 20 empl oyees [H.VP4]: I bel i eve the HOTEL MANAGER wi l l us e di rect booki ng for s el l i ng [T.VP4]: Wi l l you us e di rect booki ng for s el l i ng rooms a nd I+S Thi s i s va l i d i f 70% of 10 rooms a nd i ncrea s e the revenue per a va i l a bl e room (RevPAR) i ncrea s e the revenue per a va i l a bl e room (RevPAR) i ntervi ews ora ndVP4 10 s urveys a gree [H.VP11]: I bel i eve the HOTEL MANAGER wi l l va l ue a n free s oftwa re s ervi ce [T.VP11]: Wi l l you va l ue a n free s oftwa re s ervi ce tha t i s l i mi ted to I+S Thi s i s va l i d i f 70% of 10 tha t i s l i mi ted to 3 booki ngs , 10 docs per month a nd 100 ema i l s per month 3 booki ngs , 10 docs per month a nd 100 ema i l s per month for i ntervi ews ora ndVP11 9 for eva l ua ting a nd getti ng to know better the s ervi ce eva l ua ting a nd getti ng to know better the s ervi ce s urveys a gree blog.hotelasp.com v3.0
  16. 16. Hypotheses Validations Segments 1 and 2 Score TypeID Hypothesis Test Validation [H.VP7]: I bel i eve the HOTEL MANAGER wi l l us e a n onl i ne (cl oud) cha nnel [T.VP7]: Wi l l you us e a n onl i ne (cl oud) cha nnel ma na gement for I+S Thi s i s va l i d i f 70% of 10 ma na gement for reduci ng overbooki ng ri s ks a nd cos ts , cus tomer reduci ng overbooki ng ri s ks a nd cos ts , cus tomer i ns a tis fa ction i ntervi ews ora ndVP7 9 i ns a tis fa ction a nd nega tive feedba cks a nd nega tive feedba cks s urveys a gree [H.VP3]: I bel i eve the HOTEL MANAGER wi l l va l ue hi s di rect cha nnel a nd us e [T.VP3]: Wi l l you va l ue hi s di rect cha nnel a nd us e the s el f-s ervi ce I+S Thi s i s va l i d i f 70% of 10 the s el f-s ervi ce hotel publ i c web s i te provi ded by the Hotel ASP for hotel publ i c web s i te provi ded by the Hotel ASP for promoting the i ntervi ews ora ndVP3 8 promoting the hotel hotel s urveys a gree [H.VP9]: I bel i eve the HOTEL MANAGER wi l l need a conveni ent s ervi ce for [T.VP9]: Wi l l you need a conveni ent s ervi ce for a s s uri ng mobi l i ty I+S Thi s i s va l i d i f 70% of 10 a s s uri ng mobi l i ty a nd a va i l a bi l i ty from a nywhere a t a nytime a nd a va i l a bi l i ty from a nywhere a t a nytime i ntervi ews ora ndVP9 8 s urveys a gree [H.CH1]: I bel i eve the HOTEL MANAGER wi l l us e s ea rch engi nes for fi ndi ng [T.CH1]: Wi l l you us e s ea rch engi nes for fi ndi ng tool s to i mprove I+S Thi s i s va l i d i f 70% of 10 tool s to i mprove hotel ma rketing, hotel s a l es a nd hotel ma na gement hotel ma rketing, hotel s a l es a nd hotel ma na gement opera tions i ntervi ews ora ndCH1 6 opera tions s urveys a gree [H.RS5]: I bel i eve the HOTEL MANAGER wi l l pa y extra 30 € per month for [T.RS5]: Wi l l you pa y extra 30 € per month for premi um s upport by I+S Thi s i s va l i d i f 70% of 10 premi um s upport by tel ephone, s kype or SMS tel ephone, s kype or SMS i ntervi ews ora ndRS5 6 s urveys a gree [H.RS6]: I bel i eve the HOTEL MANAGER wi l l pa y a premi um va l ue per job for [T.RS6]: Wi l l you pa y a premi um va l ue per job for web des i gn of I+S Thi s i s va l i d i f 70% of 10 web des i gn of the hotel s i te the hotel s i te i ntervi ews ora ndRS6 6 s urveys a gree [H.RS7]: I bel i eve the HOTEL MANAGER wi l l pa y a premi um va l ue per job for [T.RS7]: Wi l l you pa y a premi um va l ue per job for pres enci a l I+S Thi s i s va l i d i f 70% of 10 pres enci a l l ea rni ng l ea rni ng i ntervi ews ora ndRS7 6 s urveys a gree blog.hotelasp.com v3.0
  17. 17. Hypotheses Validations Segments 1 and 2 Score TypeID Hypothesis Test Validation [H.VP10]: I bel i eve the HOTEL MANAGER wi l l prefer to us e a s i mpl er s ervi ce [T.VP10]: Wi l l you prefer to us e a s i mpl er s ervi ce wi th l es s I+S Thi s i s va l i d i f 70% of 10 wi th l es s fea tures tha n a more compl ex s ervi ce wi th more fea tures for fea tures tha n a more compl ex s ervi ce wi th more fea tures for i ntervi ews ora ndVP10 4 ma na gi ng the hotel ma rketing, s a l es a nd opera tions ma na gi ng the hotel ma rketing, s a l es a nd opera tions s urveys a gree [H.RS8]: I bel i eve the HOTEL MANAGER wi l l pa y a premi um va l ue per job for [T.RS8]: Wi l l you pa y a premi um va l ue per job for da ta mi gra tion I+S Thi s i s va l i d i f 70% of 10 da ta mi gra tion i ntervi ews ora ndRS8 4 s urveys a gree [H.CH2]: I bel i eve the HOTEL MANAGER wi l l us e the Hotel ASP webs i te for [T.CH2]: Wi l l you us e the Hotel ASP webs i te for unders tandi ng I+S Thi s i s va l i d i f 70% of 10 unders tandi ng a nd eva l ua te the s ervi ce a nd s i gn up for a n a ccount a nd eva l ua te the s ervi ce a nd s i gn up for a n a ccount i ntervi ews ora ndCH2 3 s urveys a gree [H.CH3]: I bel i eve the HOTEL MANAGER wi l l rea d Hotel ASP ema i l s [T.CH3]: Wi l l you rea d Hotel ASP ema i l s promotions for l oweri ng I+S Thi s i s va l i d i f 70% of 10 promotions for l oweri ng cos ts rel a ted wi th the Hotel ASP s ervi ce cos ts rel a ted wi th the Hotel ASP s ervi ce i ntervi ews ora ndCH3 3 s urveys a gree [H.CH4]: I bel i eve the HOTEL MANAGER wi l l na vi ga te i n hos pi tal i ty webs i tes , [T.CH4]: Wi l l you na vi ga te i n hos pi tal i ty webs i tes , foruns a nd I+S Thi s i s va l i d i f 70% of 10 foruns a nd communi ties for fi ndi ng s peci fi c i ndus try bus i nes s content communi ties for fi ndi ng s peci fi c i ndus try bus i nes s content i ntervi ews ora ndCH4 3 s urveys a gree [H.CH5]: I bel i eve the HOTEL MANAGER wi l l rea d hos pi tal i ty journa l s a nd [T.CH5]: Wi l l you rea d hos pi tal i ty journa l s a nd ma ga zi nes for I+S Thi s i s va l i d i f 70% of 10 ma ga zi nes for fi ndi ng s peci fi c i ndus try bus i nes s content fi ndi ng s peci fi c i ndus try bus i nes s content i ntervi ews ora ndCH5 3 s urveys a gree [H.CH6]: I bel i eve the HOTEL MANAGER wi l l enga ge wi th hos pi tal i ty [T.CH6]: Wi l l you enga ge wi th hos pi tal i ty a s s oci a tions for I+S Thi s i s va l i d i f 70% of 10 a s s oci a tions for i ndus try rel a ted networki ng a nd fi ndi ng s peci fi c i ndus try i ndus try rel a ted networki ng a nd fi ndi ng s peci fi c i ndus try i ntervi ews ora ndCH6 3 bus i nes s content bus i nes s content s urveys a gree blog.hotelasp.com v3.0
  18. 18. Hypotheses Validations Segments 1 and 2 Score TypeID Hypothesis Test Validation [H.CH7]: I bel i eve the HOTEL MANAGER wi l l us e touri s m a nd hos pi ta l i ty fa i rs [T.CH7]: Wi l l you us e touri s m a nd hos pi ta l i ty fa i rs for promoti ng I+S Thi s i s va l i d i f 70% of 10 for promoti ng the hotel offeri ng the hotel offeri ng i ntervi ews ora ndCH7 3 s urveys a gree [H.CR4]: I bel i eve the HOTEL MANAGER wi l l rea d news l etters for knowi ng the [T.CR4]: Wi l l you rea d news l etters for knowi ng the l a tes t I+S Thi s i s va l i d i f 70% of 10 l a tes t a va i l a bl e functi ona l i ti es , to conti nue i mprovi ng a nd ta ke the mos t of a va i l a bl e functi ona l i ti es , to conti nue i mprovi ng a nd ta ke the i ntervi ews ora ndCR4 3 the s ervi ce mos t of the s ervi ce s urveys a gree blog.hotelasp.com v3.0
  19. 19. Panels Metrics W1 W2 W3 W4 Tested Hypotheses - - 37 Executed Interviews - - 4Validation Answered Surveys - - 1 Panel Validated Hypotheses - - - Invalid Hypotheses - - - Executed Pivots - - - Metrics W1 W2 W3 W4 Aquisition - - 87 Results Activation - - 5 Panel Retention - - - Recommendation - - - Revenue - - - blog.hotelasp.com 18 v3.0
  20. 20. Tasks Done• Value curves;• Interviews script;• Survey script. blog.hotelasp.com 19 v3.0
  21. 21. Lessons Learned• Be prepared to leave and abandon invalid hypothesis even if you have dedicated a lot of effort. Sometimes is hard to decide but "no customers no business".• If your customer are not willing to validate the hypothesis then you need to quit the hypothesis. This effort is already a sunken cost. blog.hotelasp.com 20 v3.0
  22. 22. Next Steps• Execute at least 10 interviews;• Obtain at least 100 answered surveys. blog.hotelasp.com 21 v3.0

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