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The Transparent Web

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Hotel customers assess value from three pieces while making their purchase decision and attempt to answer 2 questions. This talk look at the two questions and the three components of most service …

Hotel customers assess value from three pieces while making their purchase decision and attempt to answer 2 questions. This talk look at the two questions and the three components of most service businesses value proposition.

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  • 1. The Transparent WebTelling Your Story On the Internet
  • 2. Sites Visited - All E-commerce 3022.5 15 7.5 0 2010 2011
  • 3. Poll question #1
  • 4. Sites Visited - All E-commerce Sites Visited - Travel 3022.5 15 7.5 0 2010 2011
  • 5. Two questions
  • 6. Am Igoing toenjoy my stay?
  • 7. Whyshould Ibuy from you?
  • 8. Dominant ImpulsiveFast & Ambitious & Enthusiastic Analytical ReliableSlow & Organized & Predictable Head Heart
  • 9. Poll question #2
  • 10. Top search termprior to booking? 18“Price”
  • 11. 19 PriceProximity Quality
  • 12. Price Price Proximity Quality Quality Proximity Dominant ImpulsiveFast & Ambitious & Enthusiastic Price Price Proximity Quality Proximity Quality Analytical ReliableSlow & Predictable & Organized Head Heart
  • 13. Poll question #3
  • 14. Poll question #4
  • 15. Smartphone Mobile phone7,0006,0005,0004,000 6.1 Billion3,0002,0001,000 953 Million 0 Total Subscriptions - Q4 2011 Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  • 16. The solution?
  • 17. A cure worse than the disease?
  • 18. Your choiceAttempt to “win” Promotethe race to zero transparent value
  • 19. Only$62
  • 20. So#$Business$Results$ Compe6tors$Respond$Customer$Expecta6ons$Shi#$ Reduce$Prices$ Customer$Experience$ Deteriorates$ Reduce$Service$and$Marke6ng$ Short;term$Sales$Improve$ to$Pay$for$Price$Reduc6ons$
  • 21. Price must show value
  • 22. Is this what you think when youhear “best rate”?
  • 23. Am Igoing toenjoy my stay?
  • 24. Whyshould Ibuy from you?
  • 25. X
  • 26. Thank you 47 Web: timpeter.com Phone: +1-201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

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