LL2 - #29

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HotelASP - Lessons Learned #2

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LL2 - #29

  1. 1. SUMMER OF STARTUPS Lessons Learned nº 2 (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 v2.0
  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 v2.0
  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 v2.0
  5. 5. Business Idea Empowering the hotel direct channel Customers HotelDigital Marketing Direct Booking Direct Channel Channel Management Hotel Operations blog.hotelasp.com 4 v2.0
  6. 6. 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 5 RS8 blog.hotelasp.com v2.0
  7. 7. 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 6 v2.0
  8. 8. 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 7 v2.0
  9. 9. 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 8 v2.0
  10. 10. 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 money. Usually the family does not Worried about guest feedback internet, over which he has very little or no control manage directly the hotel in the internet. It’s difficult to internet to sell roomsOwners 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 type, by credibility, ... with costs. Taxes are and complain. offering, 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 Increase occupation rate Increase guest recurrence androom inventory and no options of how to sell them. unfriendly, expensive fidelization and 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 9 v2.0
  11. 11. 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 10 v2.0
  12. 12. Hypotheses Validations Segments 1 and 2 ScoreID Hypothesis Test Validation [H.VP1]: I bel i eve the HOTEL MANAGER wi l l us e s el f-s ervi ce a dvertis ement [T.VP1]: Wi l l you us e s el f-s ervi ce a dvertis ement ca mpa i gns (vi a AdWords ) for a cqui ri ng new cus tomers , promote room s a l es , ca mpa i gns (vi a AdWords ) for a cqui ri ng new cus tomers , Thi s i s va l i d i f 70% of 10VP1 20 reduce promotion cos t per room a nd i ncrea s e revenue per a va i l a bl e room promote room s a l es , reduce promotion cos t per room a nd i ntervi ews a nd 70% of (RevPAR) i ncrea s e revenue per a va i l a bl e room (RevPAR) 100 s urveys a gree [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 oftwa re s ervi ces for reduci ng hotel ma rketing, s a l es a nd opera tion cos ts , s ervi ces for reduci ng hotel ma rketing, s a l es a nd opera tion Thi s i s va l i d i f 70% of 10CR1 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 cos ts , i ncrea s e s a l es a nd be more effi ci ent i n res ource i ntervi ews a nd 70% of pl a nni ng a nd us a ge 100 s urveys a gree [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 s oftwa re for ma na gi ng the hotel ma rketing, s a l es a nd ma na gement s oftwa re for ma na gi ng the hotel ma rketing, Thi s i s va l i d i f 70% of 10VP6 20 opera tions s a l es a nd opera tions i ntervi ews a nd 70% of 100 s urveys a gree [H.VP2]: I bel i eve the HOTEL MANAGER wi l l us e s el f-s ervi ce ema i l ca mpa i gns [T.VP2]: Wi l l you us e s el f-s ervi ce ema i l ca mpa i gns for for retai ni ng gues ts , reduce churn ra te, i ncrea s e cus tomer s a tis fa ction, retai ni ng gues ts , reduce churn ra te, i ncrea s e cus tomer Thi s i s va l i d i f 70% of 10VP2 16 promote room s a l es , reduce promotion cos t per room a nd i ncrea s e the s a tis fa ction, promote room s a l es , reduce promotion cos t i ntervi ews a nd 70% of revenue per a va i l a bl e room (RevPAR) per room a nd i ncrea s e the revenue per a va i l a bl e room 100 s urveys a gree (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 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 l ea rni ng a nd confi guri ng how to us e the s oftwa re s ervi ce Thi s i s va l i d i f 70% of 10CR2 16 a ny pres enci a l s upport wi thout a ny pres enci a l s upport i ntervi ews a nd 70% of 100 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 ervi ce s upport for fi xi ng probl ems tha t coul d occur from the us a ge of the s upport for fi xi ng probl ems tha t coul d occur from the Thi s i s va l i d i f 70% of 10CR3 16 s oftwa re us a ge of the s oftwa re i ntervi ews a nd 70% of 100 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 month for us i ng a l l the Hotel ASP s ervi ces wi thout a ny l i mi tations us i ng a l l the Hotel ASP s ervi ces wi thout a ny l i mi tations Thi s i s va l i d i f 70% of 10RS1 15 i ntervi ews a nd 70% of 100 s urveys a gree blog.hotelasp.com v2.0
  13. 13. Hypotheses Validations Segments 1 and 2 ScoreID 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 extra di rect booki ng a fter 3 free booki ngs per month booki ng a fter 3 free booki ngs per month Thi s i s va l i d i f 70% of 10RS2 15 i ntervi ews a nd 70% of 100 s urveys a gree [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 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 Thi s i s va l i d i f 70% of 10CS1 15 hotel wi th l es s tha n 4 empl oyees a n hotel wi th l es s tha n 4 empl oyees i ntervi ews a nd 70% of 100 s urveys a gree [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 i ncrea s i ng cus tomer retention a nd fi del i za tion a nd i ncrea s e occupa tion cus tomer retention a nd fi del i za tion a nd i ncrea s e Thi s i s va l i d i f 70% of 10VP5 12 ra te occupa tion ra te i ntervi ews a nd 70% of 100 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 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 for reduci ng cos ts from ma nua l a ctivi ties , reduce bus i nes s Thi s i s va l i d i f 70% of 10VP8 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 ri s k a nd rel ea s i ng more free time to the da y to da y i ntervi ews a nd 70% of cus tomer rel a tions hi p 100 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 recei pt document a fter the 10 free documents per month document a fter the 10 free documents per month Thi s i s va l i d i f 70% of 10RS3 12 i ntervi ews a nd 70% of 100 s urveys a gree [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 a fter the 100 free ema i l s per month 100 free ema i l s per month Thi s i s va l i d i f 70% of 10RS4 12 i ntervi ews a nd 70% of 100 s urveys a gree [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 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 nteres ted i n vi s i ting the Hotel ASP s i te for ma rketing, Thi s i s va l i d i f 70% of 10RS9 12 opera tions i f he s ees a n Hotel ASP a dvertis ement s a l es a nd opera tions i f he s ees a n Hotel ASP i ntervi ews a nd 70% of a dvertis ement 100 s urveys a gree blog.hotelasp.com v2.0
  14. 14. Hypotheses Validations Segments 1 and 2 ScoreID 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 of the ca s es for a free a ccount i f he i s on the Hotel ASP s i te ca s es for a free a ccount i f he i s on the Hotel ASP s i te Thi s i s va l i d i f 70% of 10RS10 12 i ntervi ews a nd 70% of 100 s urveys a gree [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 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 5) of the regi s tered a ccounts for bus i nes s a nd not tri a l Thi s i s va l i d i f 70% of 10RS11 12 purpos es i ntervi ews a nd 70% of 100 s urveys a gree [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% 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 (1 i n 4) of the free a ccounts for us i ng the ful l fea tures of Thi s i s va l i d i f 70% of 10RS12 12 Hotel ASP s ervi ce the Hotel ASP s ervi ce i ntervi ews a nd 70% of 100 s urveys a gree [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 20% of the ca s es for budget or other rea s ons the ca s es for budget or other rea s ons Thi s i s va l i d i f 70% of 10RS13 12 i ntervi ews a nd 70% of 100 s urveys a gree [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 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 Thi s i s va l i d i f 70% of 10CS2 10 hotel wi th l es s tha n 20 empl oyees a n hotel wi th l es s tha n 20 empl oyees i ntervi ews a nd 70% of 100 s urveys a gree [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 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) Thi s i s va l i d i f 70% of 10VP4 10 i ntervi ews a nd 70% of 100 s urveys a gree [H.VP11]: I bel i eve the HOTEL MANAGER wi l l va l ue a n a fforda bl e s oftwa re [T.VP11]: Wi l l you va l ue a n a fforda bl e s oftwa re s ervi ce for s ervi ce for a utoma ting the hotel ma rketing, s a l es a nd opera tions tha t i s a utoma ting the hotel ma rketing, s a l es a nd opera tions Thi s i s va l i d i f 70% of 10VP11 9 a cces s i bl e a nd a l l owed wi thi n hi s IT budget tha t i s a cces s i bl e a nd a l l owed wi thi n hi s IT budget i ntervi ews a nd 70% of 100 s urveys a gree blog.hotelasp.com v2.0
  15. 15. Hypotheses Validations Segments 1 and 2 ScoreID 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 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 ma na gement for reduci ng overbooki ng ri s ks a nd cos ts , i ntervi ews a nd 70% ofVP7 9 i ns a tis fa ction a nd nega tive feedba cks cus tomer i ns a tis fa ction a nd nega tive feedba cks 100 s urveys a gree [H.VP3]: I bel i eve the HOTEL MANAGER wi l l us e the hotel publ i c web s i te [T.VP3]: Wi l l you us e the hotel publ i c web s i te tha t i s Thi s i s va l i d i f 70% of 10 tha t i s provi ded by the Hotel ASP for promoting the hotel provi ded by the Hotel ASP for promoting the hotel i ntervi ews a nd 70% ofVP3 8 100 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 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 mobi l i ty a nd a va i l a bi l i ty from a nywhere a t a nytime i ntervi ews a nd 70% ofVP9 8 100 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 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 i mprove hotel ma rketing, hotel s a l es a nd hotel i ntervi ews a nd 70% ofCH1 6 opera tions ma na gement opera tions 100 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 Thi s i s va l i d i f 70% of 10 premi um s upport by tel ephone, s kype or SMS s upport by tel ephone, s kype or SMS i ntervi ews a nd 70% ofRS5 6 100 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 Thi s i s va l i d i f 70% of 10 web des i gn of the hotel s i te des i gn of the hotel s i te i ntervi ews a nd 70% ofRS6 6 100 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 Thi s i s va l i d i f 70% of 10 pres enci a l l ea rni ng pres enci a l l ea rni ng i ntervi ews a nd 70% ofRS7 6 100 s urveys a gree blog.hotelasp.com v2.0
  16. 16. Hypotheses Validations Segments 1 and 2 ScoreID 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 tha t Thi s i s va l i d i f 70% of 10 tha t covers 80% of hi s bus i nes s needs tha n a compl ex s ervi ce tha t covers covers 80% of hi s bus i nes s needs tha n a compl ex s ervi ce i ntervi ews a nd 70% ofVP10 4 95% of hi s needs for ma na gi ng the hotel ma rketing, s a l es a nd opera tions tha t covers 95% of hi s needs for ma na gi ng the hotel 100 s urveys a gree ma rketing, s a l es a nd opera tions [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 Thi s i s va l i d i f 70% of 10 da ta mi gra tion mi gra tion i ntervi ews a nd 70% ofRS8 4 100 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 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 unders tandi ng a nd eva l ua te the s ervi ce a nd s i gn up for a n i ntervi ews a nd 70% ofCH2 3 a ccount 100 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 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 l oweri ng cos ts rel a ted wi th the Hotel ASP s ervi ce i ntervi ews a nd 70% ofCH3 3 100 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 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 a nd communi ties for fi ndi ng s peci fi c i ndus try bus i nes s i ntervi ews a nd 70% ofCH4 3 content 100 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 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 for fi ndi ng s peci fi c i ndus try bus i nes s content i ntervi ews a nd 70% ofCH5 3 100 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 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 a nd 70% ofCH6 3 bus i nes s content bus i nes s content 100 s urveys a gree blog.hotelasp.com v2.0
  17. 17. Hypotheses Validations Segments 1 and 2 ScoreID 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 Thi s i s va l i d i f 70% of 10 for promoti ng the hotel offeri ng promoti ng the hotel offeri ng i ntervi ews a nd 70% ofCH7 3 100 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 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 i ntervi ews a nd 70% ofCR4 3 the s ervi ce the mos t of the s ervi ce 100 s urveys a gree blog.hotelasp.com v2.0
  18. 18. Tasks Done• Business hypothesis list;• Customer persona and empathy maps. blog.hotelasp.com 17 v2.0
  19. 19. Lessons Learned• Understand very well your customer and constantly test your understandings with them. There needs also change with time. One day you think you understand their needs and in the other day they changed their mind.• Change is constant and is becoming faster and faster. Sometimes your business can differentiate only by the way you can keep pace with your customer needs.• Before proceding with the main interviews or surveys try to test your top 10 hypotesis with a small customer focus group. They will help you clean some unclear issues. blog.hotelasp.com 18 v2.0
  20. 20. Next Steps• Value curves• Interviews script;• Survey script. blog.hotelasp.com 19 v2.0

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