Final Project at IE Business School

6. MISSION

7. MISSION
METHODOLOGIES

8. MISSION
METHODOLOGIES
STRATEGY

9. THE
M I S S I O N

10. GROWTH
T H R O U G H
EXPANSION

12. THE
M A R K E T S

13. GERMANY UK

14. UK
40-50%
€2bn live events
293 festivals

15. GERMANY
€317m festivals
1,238 festivals
8.2m daily visits

16. HOW TO
APPROACH?

17. TICKETEA

18. USERS

19. CLIENTS

20. TICKETEA
CLIENTS
USERS

21. customer

22. journey

27. BLUE
OCEAN

28. Social integration
Ease of use
Event focus
Return policy
User engagement
Additional services
Content
Promotions
Expertise
Product Variety
Brand awareness
Commission

29. Social integration
Ease of use
Event focus
Return policy
User engagement
Additional services
Content
Promotions
Expertise
Product Variety
Brand awareness
Commission

31. h1
execution
h2
position
h3
vision
-Platform
-Lowfixedcosts
-ExpertiseinSpanishticketing
market
-Consolidatedpartnershipswith
eventorganizersinSpain
-recentSeriesB 3m€
-TransparentBusinessModel
-EnterGermanMusicFestivalMarket
-Createexclusive&long-termpartnership
-Increasevalueforeventattendees
-IncreasebenefitsforclientsthroughCRM
-Retainlargestshareofthe
festivalmarketinGermany
-Furtherexpansion

32. h1
execution
- Platform
- Low fixed costs
- Expertise in Spanish ticketingmarket
- Consolidated partnerships with
event organizers in Spain
- recent Series B: 3b €
- Transparent Business Model

33. h2
position
- Enter German Music Festival Market
- Create exclusive & long-term partnership
- Increase value for event attendees
- Increase benefits for clients through CRM

34. h3
vision
- Retain largest share of the
festival market in Germany
- Further expansion

35. STRATEGY

36. THE
STRATEGY
DIAMOND

37. ARENAS

38. ARENAS
VEHICLES

39. ARENAS
VEHICLES
DIFFERENTIATORS

40. ARENAS
VEHICLES
DIFFERENTIATORS
STAGING

41. ARENAS
VEHICLES
DIFFERENTIATORS
STAGING
ECONOMIC
LOGIC

42. ARENAS
WHERE TO
BE ACTIVE?

43. GERMAN
FESTIVALS

44. VEHICLES
WHICH MEANS FOR
PARTICIPATING IN
TARGETED ARENAS?

45. VEHICLES
EXCLUSIVE LOCAL
PARTNERSHIP

46. VEHICLES
AGGREGATED
DEMAND

47. VEHICLES
INDIVIDUAL
DEMAND

48. VEHICLES
HEDGE
RISK

49. VEHICLES
ORGANIZER > TICKETEA

50. VEHICLES
ORGANIZER < TICKETEA

51. VEHICLES
INTERNAL DEVELOPMENT
NON-RELATED SERVICE ALLIANCE

52. DIFFERENTIATORS
WHICH FEATURES
AND ATTRIBUTES
TO SUCCEED?

66. WAITING
LIST

70. CONTENT

72. Y I E L D I F Y
I N S U R A N C E
E A R L Y E N T R A N C E
L A S T M I N U T E
E M O T I O N S
C R M

73. +14.2%
I N S U R A N C E
E A R L Y E N T R A N C E
L A S T M I N U T E
E M O T I O N S
C R M

74. +14.2%
1.50 €
E A R L Y E N T R A N C E
L A S T M I N U T E
E M O T I O N S
C R M

75. +14.2%
1.50 €
1,000,000 €
L A S T M I N U T E
E M O T I O N S
C R M

76. +14.2%
1.50 €
1,000,000 €
REACH.CONVERT.ENGAGE
E M O T I O N S
C R M

77. +14.2%
1.50 €
1,000,000 €
REACH.CONVERT.ENGAGE
STICKINESS
C R M

78. +14.2%
1.50 €
1,000,000 €
REACH.CONVERT.ENGAGE
STICKINESS
TRANSPARENCY

79. STAGING
WHAT WILL BE
THE MOVES?

80. year - #clients (#exclusive)
2015: 20 (2)
2016: 64 (12)
2017: 128 (26)

81. NAME
E-Tropolis Festival
Redbox Festival
Heaven‘s Tour Musik Festival
Out and Loud
Salamander Slash
Elb Jazz Festival
Wies‘n Rock
Int. Folklore Festival
Herzerockt
Sommer Sonnen Wende
Juicy Beats
Sonne,Mond & Sterne
Rock bei Kurt
DATE
28. MAR 2015
24.-25. APR 2015
15. MAY 2015
4.-6. JUN 2015
4.-5. JUN 2015
23. MAY 2015
13. JUN 2015
9.-12. JUN 2015
10.-11. JUL 2015
18. JUL 2015
24.-25. JUL 2015
21.-23. AUG 2015
29. AUG 2015
LOCATION
Oberhausen
Dingolfing
Küsten
Geiselwind
Deggendorf
Hamburg
Gütersloh
Crostwitz
Wiese
Domsdorf
Dortmund
Munich
Melle
CAPACITY/DAY
4,000
1,000
2,000
8,000
7,000
7,500
2,500
15,000
1,000
2,000
30,000
10,000
3,000

82. ECONOMIC LOGIC
HOW WILL RETURNS
BE OBTAINED?

83. ECONOMIC LOGIC
S A L A R I E S
&
M A R K E T I N G

84. ECONOMIC LOGIC
DEVELOPERS
DESIGNER
SALES
MARKETING
EXCLUSIVE
NON-EXCLUSIVE
62,500 €
51,200 €
55,000 €
3,000 €
4,000 €

85. EBIT (most likely)
- 15,364 €
1,590,161 €
5,962,170 €
2015
2016
2017

86. ARENAS
VEHICLES
DIFFERENTIATORS
STAGING
ECONOMIC
LOGIC
Market: Germany
Positioning: Festivals
Internal
Development
Exclusive local
partnership
Non-related
service alliance
Tools:
Social Integration
Shared Interface
Secondary market
UBER
Last Minute Sale
Scenarios
EBIT
2015
2016
2017
Most likely
- 15,364 €
1,590,161 €
5,962,170 €
Pessimistic
- 138,691 €
858,328 €
3,847,987 €
Optimistic
316,671 €
2,484,622 €
8,157,667 €

88. ARENAS
VEHICLES
DIFFERENTIATORS
STAGING
ECONOMIC LOGIC
Market: Germany
Positioning: Festivals
Internal Development
Exclusive local partnership
Non-related service alliance
Social Integration
Shared Interface
Secondary market
UBER
Last Minute Sale
Scenarios
EBIT
2015
2016
2017
Most likely
- 15,364 €
1,590,161 €
5,962,170 €
Pessimistic
- 138,691 €
858,328 €
3,847,987 €
Optimistic
316,671 €
2,484,622 €
8,157,667 €
year - #clients (#exclusive)
2015: 20 (2)
2016: 64 (12)
2017: 128 (26)

89. SCENARIO (most likely)

90. SCENARIO (optimistic)

91. SCENARIO (pessimistic)

92. A P P E N D I X

93. A P P E N D I X