Team c   deja local 083112
 

Team c deja local 083112

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  • Yelp: offers a general and crowd-sourced aggregation of reviews, but is not curated nor optimized Zagat: provides highly curated, but not optimized, travel reviews Trippy: offers more specific recommendation cluster of friends’ reviews but lacks optimization and professional curation. Trip Advisor: offers higher quality reviews, but lacks curation and optimization Mtrip offers optimization but lacks local voice and curation.
  • Current stats: 5.88% conversion – 2/34

Team c   deja local 083112 Team c deja local 083112 Presentation Transcript

  • Like you live here. Lean Launchpad Day 5 August 31, 2012 We’ve talked to over 170 potential customers Monday: 15 Tuesday: 51 Wednesday: 64 Thursday: 41Carolyn Simnett Julie Son Michael Wang Christine Chen Tyler Marciniak
  • Agenda• The Business Model Canvas• Customer Segments• Competitive Analysis• Partnership Channels• Market and Revenue• DejaLocal Prototype• Summary, Next Steps
  • canvas evolution.
  • Monday August 27, 2012 KEY KEY SERVICES RELATIONSHIPS CLIENTS PARTNER ACTIVITIES Platform Community Marketing + BD Curated “local” First time Ticket experiences visitors Community Aggregators Automated wanting Management Personalized local KEY Personalized Attractions RESOURCES CHANNELS Returning Visitors to a Data App Store City Tech Talent Optimized WebsiteLocal Experts(Community) Community Local Hotels Residents Manager AdWords Cash Evangelists Usage Variable Fixed Cost Asset Sale Asset Sale Commissions ––App fee per on tickets Rev Share Platform App city
  • Tuesday August 28, 2012 KEY KEY SERVICES RELATIONSHIPS CLIENTS PARTNER ACTIVITIES Conference attendees + organizers Ticket Platform Curated “local” Aggregators Community experiences Marketing + BD AdWords Community Personalized Social and Traditional Attractions Management Media Automated Optimized Personalized KEY Returning RESOURCES Local experts A new way to CHANNELS visitors to a build your City (w/o (Community) Data “expert” brand Community mgr local friends) Tech Talent App Store Positive Feedback Community Loop + Website Manager Satisfaction of Hotels Contributing to Cash Community Local experts Evangelists Fixed Cost Variable – Asset Sale – – Usage fee Asset Sale Commissions on Platform Community App tickets App per city Manager
  • Wednesday August 29, 2012 KEY KEY SERVICES RELATIONSHIPS CLIENTS PARTNER ACTIVITIES Ticket Curated “local” Platform Community Aggregators experiences Marketing + BD AdWords Community Personalized Social and Traditional Attractions Management Media Automated Optimized Personalized KEY Returning RESOURCES Local experts CHANNELS visitors to a City (w/o (Community) Data Community mgr local friends) Tech Talent App Store Positive Feedback Community Loop + Website Manager Satisfaction of Hotels Contributing to Cash Community Local experts Evangelists Variable Rev Fixed Cost Variable – Asset Sale – – Usage fee Asset Sale Commissions on Platform Community App tickets Share App per city Manager
  • Thursday August 30, 2012 KEY KEY SERVICES RELATIONSHIPS CLIENTS PARTNER ACTIVITIES Offline app GET: Digital Platform marketing Ticket Curated “local” Community communications Aggregators Marketing + BD neighborhood KEEP: Product AdWords Community experiences updates (new Social and Traditional Management content) Media Attractions Automated Optimized GROW: Up-sell (new Personalized KEY cities) and Cross-sell RESOURCES Local experts CHANNELS Returning visitors to a (Community) Data City (w/o Tech Talent Community mgr local friends) Community Positive feedback Web site/App Store Manager loop + Satisfaction of contributing to Cash community Local experts Evangelists Variable – Fixed Cost Variable – Asset Sale – – Usage fee Asset Sale Commissions on Platform Community AppApp per city tickets Rev Share Manager Subscription model
  • Hypothesis Test ResultADD’L CUSTOMER SEG: FAIL: 11/11 business•Business travelers would •11 Interviews with business travelers said they don’tpay for a local secrets travelers in New York need it. They already useplatform Yelp, have their own favorites, and ask business colleagues for recs.REVENUE/PRICE:•Returning tourists will pay •Interviews with members of TBD: Received additionalfor Web site and/or App at feedback of willingness to tourist customer segmentsspecific prices pay and at prices under $10 And last night, we answered a few remaining key questions
  • FINAL CANVAS: KEY KEY SERVICES RELATIONSHIPS CLIENTS PARTNER ACTIVITIES Offline app GET: Digital Platform marketing Ticket Curated “local” Community communications Aggregators Marketing + BD neighborhood KEEP: Product AdWords Community experiences updates (new Social and Traditional Management content) Media Attractions Automated Optimized GROW: Up-sell (new Personalized KEY cities) and Cross-sell RESOURCES Local experts CHANNELS Returning visitors to a (Community) Data City (w/o Tech Talent Community mgr local friends) Community Positive feedback Web site/App Store Manager loop + Satisfaction of contributing to Cash community Local experts Evangelists Variable – Fixed Cost Variable – Asset Sale – – Usage fee Asset Sale Commissions on Platform Community AppApp per city tickets Rev Share Manager Subscription model
  • customers
  • DejaLocal Archetypes: Zach & BeccaArchetypes Motivation: Adventurers Favorite Activities • Millennial couple, Ages 25 • Always looking for fun, fresh ways to entertain themselves, wants to Explorer Reg. Guy Innocent try new things Sports Shopping TravelingWho Are They? What They’re Thinking• Zach is a 25 year old Project • Love media and technologyManager from Chicago and makes • Likes to show off and impress$75K a year. Becca is a 25 year old others with their lifestyleMacy’s buyer from Chicago and • Making money is importantmakes $60K a year. • Recommendations from friends• Both Zach and Becca have are crucial for making decisionspreviously been to New York for • Values customization of productswork but this is their first leisure they purchasetrip together. • Very excited about traveling to• Zach and Becca have been dating New York but slightly intimidatedfor two years and love trying new about what to do.things and traveling. • Don’t want to do “tourist” stuffBrands They Love Dominates Mobile Social Networking • 55% are smartphone owners • Overindexes in every category for mobile app usage. • Uses most features dailyForrester Research: Consumer Technographics Q3 2011; ComScore MyMetrics Report 5/2012
  • Zach & Becca Using DejaLocal Zach & Becca’s Tuesday 9:00AM: Breakfast at Norma’s 10:30AM: The Literary Walk, Central Park 1:00PM: Lunch at Social Eatz 2:30PM: Shopping at Bergdorf Goodman 4:00PM: Chelsea Market 6:00PM: Sunset on The Highline Day Planning • Using DejaLocal, Zach and Becca have selected all of the activities that they want to see, explore, and eat. • DejaLocal will also allow them to sort, plan, and rank their destinations throughout the day.
  • competition
  • Competitor Analysis Curated General OptimizedDejaLocal will provide a highly curated, optimized and quality-controlled online andoffline travel experience that users will love.
  • channels
  • DejaLocal Channels Community Manager [ Yelp Elites] Customer Segment 1 Webpage [Earned Media][Zach & Becca] Customer App Segment 2 [Evangelists] Friends
  • money
  • Sales Funnel Marketing Communications KEEP: GROW:•SEO •Blogs •Up-Sell to additional•Travel/tech earned media •New editions content or new cities•Consumer earned media for current •Cross-sell with other And last night we dove deeper into our•Sampling at transport hubs•AdWords cities products in portfolio •Enable social sharing of MVP, channels, revenue models and•Viral feedback loop favorite local secrets
  • Our Market Total Addressable In the US alone, Served Market: Available we have 16M 25M Market:In the US alone, we have 16M target customers based on mobile alone… Target target customers US mobile 21M Market: based on mobile users who research Android iOS 16M travel on Leisure device*http://www.emarketer.com/(S(52uinv55vwpab2mdwsgnoqyg))/Article.aspx?R=1008279#zSzeVcDQqQPpP8K8.99
  • Revenue Model: Freemium + Ticketing Userbase: 16M Mobile Ticketing: x 50% travel to the city x 5% use our site/app 400K users 400K users x 2.9% conversion 11.6K ticket buyers Premium: x 3% paid (Evernote) x $89 avg ticket 12,000 paid users x 1.6 avg party size x $120 a year ($10/month) x 5% commission $1.4M a year $82KWith a total potential revenue per year of$1.5M on our narrow customer base alone
  • [prototype]
  • summary+ next steps
  • Summary Like you live here.DejaLocal seeks to solve the problem of finding a highquality local experience and the need of unique travelexploration.This week we have defined and redefined our productidentity, refined our audience, and transformed our userinterface.Next Steps• More customer discovery to refine our pricing strategy and revenue model• Build the website and native mobile app experience
  • Like you live here. thank you APPENDIXCarolyn Simnett Julie Son Michael Wang Christine Chen Tyler Marciniak
  • Returning Tourists Local ExpertsProduct: Product:•A digital tool that allows returning tourists •A digital platform allowing local experts towithout local connections to research for, share their favorite activities to improve theeither in advance or in real-time, “off-the- tourist experience in exchange for socialbeaten-path” activities provided by locals connections, recognition & exclusive accessPrice: Price:•Web site: Subscription: $4.99-$9.99/month Free•iOS/Android app: $1.99 download for onecity, .99 per for add’l cities Promotion: •Word-of-mouthPromotion: •Promotional events•SEO •Social and digital earned media•Travel/tech earned media •AdWords •AdWords•Consumer earned media •Viral feedback•Sampling at transport hubs loop *assume Web/App for place What’s a possible marketing plan* to reach our two customer segments?