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Book travel like a Guru in seconds
CUSTOMER DISCOVERY INSIGHTS
Number of Interviews since January 14: 50
Number of Intervi...
Revenue Streams
SPENDIE – BUSINESS MODEL CANVAS – Day 5
• Allow customers to make
smarter purchasing decisions
using an De...
Day 1 Days 2-4 Day 5
 Spoke to 22
customers about
their travel behavior
 Redefined customer
segments into two
parts:
 1...
Why did we enrol in Lean?
Our Goals..
Learn about the competitive landscape and
understand the pain points for a frequent...
Day 1
Before Class:
10 Customer Interviews + 35 Survey Responses
Frequent travelers:
business / personal
and who book their
own travel?
• Allow customers to
make smarter
purchasing
decisi...
We went in search of the business
traveler… and followed him/her
We Asked 25 questions including:
“How do you currently bo...
Day 1:
What did we learn?
 Need to focus our message and articulate
succinctly
 Segmenting our market by business/non-
b...
Head for Points
* Search results shown in dollar prices only
Reward Aggregators – Programs & Wallets
Travel Advice/Blogs
S...
A travel portal – tracks the users
rewards and works out the best way to
spend & earn miles or points
Why are we different...
So we’re making smart travel easier
But we need to:
● Hone in our customer segments and understand what
their distinct pai...
Days 2-4
Day 2 - 22 Interviews (33 Total)
Day 3 - 11 Interviews (44 Total)
Day 4 - 27 Interviews (71 Total)
2. Frequent
traveler who
does track
points
1. Frequent
traveler who is
obsessed with
points
SPENDIE – BUSINESS MODEL CANVA...
We targeted potential customers in midtown at
1) Hotels:
2) Grand Central:
3) And Coffee Shops
where we got our first capi...
Day 2: Key Insights
The majority of professionals (usually older) use only 1-2 sites to
book travel and do not recognize t...
Grow user base /
increase engagement
SPENDIE – BUSINESS MODEL CANVAS – Day 3
• Allow customers to
make smarter
purchasing
...
Frequent flyers on the Newark AirTrain
Confirmed value proposition is:
● Point Enthusiasts need us to save time – USABILIT...
SPENDIE – BUSINESS MODEL CANVAS – Day 4
• Allow customers to
make smarter
purchasing
decisions using an
algorithm
• Allow ...
Steve
VALUE PROPOSITION
• QUICK & ACCURATE TOOL
• SAVE ENERGY
• SMART POINT & MILE CALCULATOR
Who is he?
• Ex-Banker who l...
REACHING EARLY EVANGELISTS
Book travel like a Guru in seconds
REACHING EARLY EVANGELISTS
Book travel like a Guru in seconds
Maya
VALUE PROPOSITION
SMARTER TOOL SIMPLIFICATION OPTIMIZATION
•
Who is she?
• 25-50 years old working Professional
• Fre...
George Who is he?
• Over 35 year old working Professional
• Travels frequently (6+ trips per year)
• Doesn‘t take full adv...
Keep Customers
Get Customers Grow Customers
Acquire
Activate
Up-Sell
Next-Sell
Cross-Sell
Referrals
Viral Loop – Users
adv...
Credit cards, Hotels, Aggregators and Gurus
From travel bloggers to Kayak and SPG to understand
the existing revenue model...
Day 4: Insights
Revenue:
- Airlines are unwilling to pay significant affiliate fees
Possible backlash from Airlines as the...
Dedicated E-commerce
Platform App store
Social Commerce
Aggregators
Our Product Our Customers
CHANNELS
Potential affiliates
Dedicated e-commerce
Platform app store
Social commerce
Flight Data (IATA)
Reward Data?
CHANNELS USER SEARCH PROVIDERS
Use...
Decision Making Process for Credit Card
Company Marketing
First groups to target
All Potential saboteurs???
CMO
(Data Scie...
Day 5
50 Interviews (121 Total)
Day 5 - Approach and Insights
BIG IDEA – Users may be willing to pay a minimal fee (<$5) for this
application (Over the co...
Day 5 Approach and Insights Cont’d
Tested updated wireframe with 50 customers
• Received very positive feedback on the fun...
MVP
MVP
Next Steps
Get in with the Guru
• Jan 20th - Miles Meet Up – 76 Guru attendees
• Use Travel Forums and Interest groups to ...
APPENDIX
Book travel like a Guru in seconds
MARKET SIZE
• Target customer: Leisure travellers and
small business owners.
• 78% of total travel is leisure.
• Average c...
Loyalty/Reward points
40% of people never use miles
for their purchase.
1.25 % of American Airlines’ frequent flyer’s memb...
Thank you!
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Keep Customers Get Customers Grow Spendie Columbia

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Keep Customers
Get Customers Grow Customers
Acquire
Activate
Up-Sell
Next-Sell
Cross-Sell
Referrals
Viral Loop – Users
advertise the extra
$$ found/earned
Viral Loop – Driven by users referring friends
and family and creating family profiles
Tracker of additional
value found/savings
earned
Curated
Travel Blog
Savings
competitions
& targeted
offers
CUSTOMER FUNNEL
Trusted Travel
Bloggers
Search Engine
Optimization
Algo-Thon
Additional
Savings for
Profile Expansion

Published in: Education
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