LetsSplit Pitch Deck - Appendices

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This deck contains the appendices for the LetsSplit pitch deck, which you can find here: …

This deck contains the appendices for the LetsSplit pitch deck, which you can find here:

http://slidesha.re/letssplit_pitch

LetsSplit is the idea created & developed by Team Jellyfish as part of the Squared Online course.

More in: Travel , Business
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  • 1. 1
  • 2. 2 Pest ANALYSIS Political   •  ATOL  protection  required  for   holidaymakers   •  Association  of  British  Travel  Agents   (ABTA)   •  Package  Travel,  Package  Holidays  and   Package  Tours  Regulations  1992   Economical   •  Working  in  multiple  currencies  with   foreign  operators   •  European  double-­‐dip  recession   •  Tourism  is  already  a  dominant   industry  in  Europe   Social   •  More  people  than  ever  travel   internationally.     •  Concern  over  rights  when  booking   holidays  (cancellations,  delays,  etc....)     •  Increase  team  building  trips  to  abroad   by  companies,  schools  and  colleges.   •  Cheaper  holidays  means  more  group   trips.   Technological   •  Web  is  the  primary  access  channel   •  Social  networks  important  for   interpersonal  communication   •  Security  gateway  for  payments   •  Booking  application  for  mobiles/ iPads  and  Android  devices.  
  • 3. 3 Swot ANALYSIS Strengths   •  Research  shows  this  is  a  product   that  hasn’t  been  released   •  People  are  used  online  channels,   online  booking,  online  banking  so   should  not  Qind  this  concept   difQicult  to  accept/adopt.   Weaknesses  /  Challenges   •  Could  be  replicated  by  the  larger  agencies   •  Technical  complications   •  Individual  payment  mechanics  and  tracking   •  Holiday  bookings  are  dependent  on  the  timing   -­‐  delayed  individual  payments  and   cancellations  could  cause  problems   •  Integrating  with  travel  companies  to  hold   bookings  without  a  deposit  -­‐  different   companies  will  have  different  periods  available     Opportunities   •  Be  the  Qirst  to  the  market  with  a  simple  group   payment  system  that  can  develop  in  the  future   •  Could  develop  the  system  then  sell  it/lease  it   to  the  big  travel  companies  (if  patented)     •  The  idea  can  be  developed  to  become  Group   booking  forum  and  trips  reviews  –  industry   experts  in  group  booking  over  time   Threats   •  Lots  of  stag/hen  activity  companies   offering  group  packages   •  Replication   •  Any  threat  to  online  safety/trust  will   affect  this  type  of  product  
  • 4. 4 Persona research Mickey,  32   Hobby  group  organiser   •  Single  and  ren8ng,  well  travelled  so  he  understands  how  to   budget  and  plan  trips.   •  Works  at  his  local  rock-­‐climbing  centre,  runs  local  events  and   now  taking  it  a  step  further.   •  Group  gathered  from  people  at  the  climbing  centre  (word  of   mouth  and  flyers),  so  wide  range  of  ages,  incomes,  and   backgrounds   •  No  one  in  the  group  knows  every  other  person,  not  even   Mickey.   •  Likes  having  the  responsibility  but  aware  of  the  risks,   par8cularly  with  money  involved.   •  Wants  to  find  something  that  will  make  his  job  easier,  give   him  a  constant  overview  of  the  planning,  and  forestall  any   financial  complica;ons  or  liabili;es.    
  • 5. 5 Persona research •  Single  and  living  with  parents   •  Laura  has  just  finished  her  A-­‐Levels  and  is  looking  to  go  away   with  a  group  of  8  friends  to  the  Greek  Islands  in  celebra8on   •  She  has  never  travelled  without  her  family  and  is  nervous  to   book  her  first  budget  holiday.   •  She  needs  to  be  able  to  see  who  has  paid,  but  more  importantly   her  parents  need  to  be  able  to  pay  on  her  behalf,  see  the   transac8on  is  safe  and  have  confirma8on  of  booking  from  the   resort  directly  to  ensure  peace  of  mind.   •  The  process  needs  to  be  easy,  safe  and  accountable  in  case  her   parents  need  to  check  the  transac8on  status  or  hotel  details  in   an  emergency.   •  She  needs  a  simple  and  reassuringly  safe  environment  for  her   and  her  friend  to  book  their  party  holiday  with  a  number  of   budget  op;ons.   Laura,  18   A-­‐Level  finisher/  Holiday  Maker  
  • 6. 6 Persona research Helen,  43   Helen  –  Geography  Department  Head  /  School  Trip  Liaison   •  Married  with  2  teenage  children   •  Helen  is  responsible  for  booking  her  Geography  class  on  a  school  trip   to  Barcelona.     •  She  has  found  the  des8na8on  online  but  needs  to  pool  all  the   parents  money  in  together  to  pay  for  the  booking.   •  She  needs  a  private  account  that  parents  can  log  on  to  and  pay  their   final  amount  quickly  and  safely  with  a  specific  login.   •  There  needs  to  be  an  area  where  parents  can  see  what  they  are   paying  for  (a  I8nerary  download  or  descrip8on)  and  who  has  paid   what.   •  She  needs  a  system  that  tracks  receipts  of  payment  and  alerts  her  of   the  outstanding  amounts  that  need  to  be  paid  before  her  deadlines   so  she  can  chase  the  parents  responsible.   •  She  is  stressed  about  the  admin  involved  and  ;me  poor  so  needs   an  easy  system  that  is  proved  to  be  safe  for  the  parents  to  use.  
  • 7. 7 Persona research ‘Chub’,  27   Stag  night  organiser   •  Single  and  ren8ng,  works  at  Foxtons  so  some  understanding   of  research  and  handling  money,  but  very  unorganised   outside  of  work.   •  Wants  to  put  on  a  fantas8c  stag  do  for  his  best  friend  from   school,  so  heavy  personal  investment  in  making  the  en8re   experience  “the  best”  for  everyone  involved.   •  Busy  job,  plus  he’s  unsure  of  his  organisa8onal  and  financial   skills.  He  wants  to  work  out  the  exci8ng  ac8vi8es  and  not   waste  8me  on  the  admin.   •  Knows  some  of  the  people  coming  very  well,  and  some  not   well  at  all  -­‐  but  they’re  all  connected,  and  in  similar   situa8ons.   •  Looking  for  something  that  will  “just  work”  with  the   minimum  input  from  him,  and  allow  everyone  to  focus  on   the  most  important  thing:  having  a  good  ;me.      
  • 8. 8 Sales PLAN The Present Market - Travel Booking Services Category - Comparison The  Queries  for  Travel  Booking  Services  grew  by  12%  in  Q2  2013  and  it  drops  aaer   September/October  in  UK  Market.      
  • 9. 9 The Present Market - Travel Insurance Category - Comparison The  Queries  grew  by    19%  in  Q2  2013  and  is  expected  to  follow  the  same  trend   and  expected  to  drops  from  September  in  UK  Market.  
  • 10. 10 The Present Market - Air Travel Category - Comparison The  Queries  grew  by    10%  in  Q2  2013  and  is  expected  to  drop  off  from  October  in   UK  Market.  
  • 11. 11 Global Online Travel Sales The  Europe  market  consists  of  main  countries  such  as  Spain,  France,  Italy,  UK,  Germany  and   Scandinavian  countries.  UK  has  46%  share  in  2010  which  is  approximately  $54  billion  and  tends  to   grow  steadily  till  2016.    
  • 12. 12 Customer Touch Points
  • 13. 13 Lead Generation Focus Ø  PPC   Ø  SEO   Ø  Social  media   Ø  Blogs  -­‐  Destination  sites,  Reviews  &  Testimonials   Ø  YouTube  Channel   Ø  Ad  Exchange   Ø  Press  Releases   Ø  Email  Newsletters   Ø  SMS/Texting     Ø  OfQline  -­‐  Print  Media  &  Billboards  etc.    
  • 14. 14 Additional Services to Attract We  can  consider  to  offer  a  range  of  additional  products   including:       Ø car  rental   Ø insurance     Ø destination  activities  such  as  event  tickets  &  attractions.   Ø to  improvise  on  the  holistic  experience  of  the  customers.      
  • 15. 15 Benchmarking -Top 10 Websites For Holiday Bookings in UK (2011)
  • 16. 16 PHASE COSTS
  • 17. 17 FULL COSTS / BUDGET
  • 18. 18 Risks/Hazards 1.  Price  -­‐  The  search  for  lower  prices  was  a  constant  theme,  underlining  the  need  for  the  best  presentation  of  all  pricing  options.  The  focus  should  also  to   avoid  any  disparities  between  advertised  prices  and  those  found  on  the  sites  themselves.   2.  Site  functionality  -­‐  Access  to  time  saving  functionality  was  an  important  consideration,  whether  this  be  features  such  as  records  of  saved  searches  or   previous  bookings.   3.  On-­‐site  search  -­‐  Site  search  needs  to  be  able  to  cope  with  a  broad  range  of  uses,  from  the  Qirst  time  visitor  researching  destinations  through  to  a  converting   buyer  looking  for  speciQic  deals.  Search  functionality  needs  to  be  presented  accordingly.   4.  Product  description  -­‐  Information  about  travel  products,  including  text,  photos,  videos  and  reviews,  is  vital  in  the  purchase  process  and  so  ensuring  it  is   adequate  and  well  displayed  is  vital  to  retail  success.   5.  Additional  charges  -­‐  Whilst  EU  law  dictates  that  prices  must  now  be  displayed  with  all  additional  costs  included,  the  presentation  of  these  costs  is  still  a   consideration  for  many  consumers  and  optional  extra  charges  should  be  set  in  line  with  competitors.   6.  Navigation  -­‐  Complaints  around  navigation  focused  on  a  lack  of  basic  sorting  and  Qiltering  functionality,  enabling  consumers  to  home  in  on  the  holiday  of   their  preference  quickly  and  easily.   7.  Discounts/sales  -­‐  In  this  economic  climate  consumers  are  more  focused  than  ever  on  securing  the  best  price  for  a  holiday.  Last  minute  offers  or  dedicated   bargain  sections  are  sought  by  buyers,  along  with  loyalty  rewards  for  regular  customers.   8.  Errors  and  bugs  -­‐  Site  errors  not  only  cause  short  term  frustration,  they  can  permanently  damage  a  site's  reputation  with  buyers.  Simple  issues  such  as   browser  compatibility  can  completely  exclude  some  buyers  from  a  site.   9.  Speed  -­‐  The  slow  loading  of  pages,  and  particularly  of  search  results,  is  a  major  irritant  for  travel  buyers.  Given  that  most  buyers  will  be  looking  at  multiple   sites,  a  slow  loading  page  can  be  a  signiQicant  disincentive  to  purchase.   10.  Availability  -­‐  Users  become  frustrated  having  invested  the  time  into  searching  for  products  only  to  Qind  that  these  are  not  available  to  purchase.  Sites   need  to  ensure  that  unavailable  products  are  Qlagged  as  such  at  an  early  stage.  
  • 19. 19 Season FY1 Channel v Month > January February March April May June July August September October November December Website Launchrock page is replaced with the MVP site. Blog launches Summer trips promo Spring clean for summer promo Last-minute breaks promo Cheap September deals promo Site stays open for FY2 bookings, but no acquisition activity is going on, just retention. Emails & social channels switch to sharing and focusing on trip content - UGC, editorial and curated content. We want to stay in mind for the audience but without running any campaigns. All this time is spent on planning FY2. Email Launchrock list email Weather focused email Plan your summer email Spring clean for summer email Exams email Last-minute breaks email UGC focused email Cheap September deals email Social Media Channels launched - initially Facebook, Twitter and YouTube. Aspirational content population. Initial tranche of UGC Heavy UGC, focus on price for September getaways PPC First campaign live - focus on relevant search via AdWords and Bing Ads Iterate Iterate Iterate & insights Second campaign live (30%) Iterate Third campaign live (15%) Affiliate First round of deals complete First round of deals launch Last-minute getaway deals complete Last-minute getaway deals launches Cheap September planning Cheap September deals launches Partner sites First round of deals complete e.g. NUS, Student Beans First round of deals complete Cheap September deals launches Experiential Campus events Campus events, "Stay Behind" club nights Outdoor 70% budget campaign 30% budget campaign PR/press "Holiday horror stories" campaign goes live "Trip tips" campaign goes live Full  FY1  marketing  schedule  details    
  • 20. 20 Season FY2 Channel v Month > January February March April May June July August September October November December Website Summer trips promo Spring clean for summer promo Last-minute breaks promo Cheap September deals promo Ski holidays promo Christmas promo 23rd Dec onwards: January breaks email Email Launchrock list email Weather focused email Plan your summer email Spring clean for summer email Exams email Last-minute breaks email Cheap September deals email Ski breaks email Winter is coming email Christmas getaways email January breaks email Social Media Channels launched. Aspirational content population "Sun" UGC sharing Heavy UGC, focus on price for September getaways PPC Sun campaign live Iterate Iterate Iterate & insights Last minute campaign live Iterate Ski campaign live Iterate Iterate Iterate & insights Affiliate Sun deals complete First round of deals launch Last-minute getaway deals complete Last-minute getaway deals launches Cheap September planning Cheap September deals launches Ski breaks planning Ski break deals launches Partner sites Sun deals complete First round of deals complete Last-minute getaway deals complete Last-minute getaway deals launches Cheap September planning Cheap September deals launches Ski breaks planning Ski break deals launches Experiential Campus events Campus events, "Stay Behind" club nights Freshers events, "book skiing with your loan", ski club deals Outdoor Sun campaign live Last-minute sun campaign Ski campaign launches PR/press "sun" campaign "snow" campaign Full  FY2  marketing  schedule  details