THE TEAM
MeghGautam Al Hassan Hleileh
MS&E MS MBA 2
BTech in IT MA in POL
PICTURE PICTURE ECON SOC H
Hung Le ElikaMahdavi
MS&E MS MS&E MS
BS in EE/CS BS in Indus.Eng.
PICTURE PICTURE
TABLE OF CONTENTS
1. Overview of our idea evolution
2. Our journey from week 1 to week 8
3. Current Idea
Archetype
Product vision
Partner
Channel & Demand Creation
Competitive Landscape
Market Sizing
4. Lesson learned and what next
IDEA EVOLUTION THROUGH PIVOT
1 2 3 4 5 6 7 8
Travel Social Ex-pat Safe Travel inspiration - Nudge to enrich life
booking travel travel travel Social platform that
portal for planning portal to portal for nudges people to
Middle Middle US inspire and enrich
Easterns East travelers their life
to M.E.
Focus Competition Market size Market Scalability
Customer Customer size Market size
Insights Insights Research
WEEK 1 – MAKE MY DREAM
Week 1
New
Remain
Remove
Middle East focused Travel booking portal
Hotels Middle East focused platform price
Product Development Lowest Trusted relationships Young and the affluent
Airlines A/B testing Best inventory Successful partnerships High disposable incomes
Events (Festivals) Relationship with Convenient Brand awareness/ Willing to explore
Offer a booking platform with group discounts and flash-sales
Car rentals
Promotion companies
hotels; airlines; car
rentals
Experiential UI
Social Validation
identification
Pilots Young and single
Deal listings Sourcing deals Create a Community Cross pollination Divergent origins
State Tourism Acquisition, retain Multiple options Events (Parties!) Social media savvy
Ramp up strategy through social conversations
Travel agents customers Best Actionable deals
Conventions (CES) Relevant locations Young couples
Business Schools Trendsetting behavior
Preserve memories of travel through photo sharingand quotes
(Study groups)
Young families
Best education for kids
Cultural experience
Web and mail Trendy destinations
Advertising
Market understanding Social Media
Best in class product Word of Mouth
Relationship with Referrals
partners Customer call centers
Human Capital Magazines
Human Capital Percentage of booking costs
Product Development Percentage of hotel/package (s)
Advertising costs Advertising revenues
Maintaining relationships Event of the month
Refunds Exclusive partnership with events
WEEK 1 – MAKE MY DREAM
Week 1
New
Remain
Remove
Hotels Product Development Lowest price Trusted relationships Young and the affluent
Airlines A/B testing Best inventory Successful partnerships High disposable incomes
Events (Festivals) Relationship with Convenient Brand awareness/ Willing to explore
Car rentals hotels; airlines; car Experiential UI identification
Promotion companies rentals Social Validation Pilots Young and single
Deal listings Sourcing deals Create a Community Cross pollination Divergent origins
State Tourism Acquisition, retain Multiple options Events (Parties!) Social media savvy
Travel agents customers Best Actionable deals
Conventions (CES) Relevant locations Young couples
Business Schools Trendsetting behavior
(Study groups)
Young families
Best education for kids
Cultural experience
Web and mail Trendy destinations
Advertising
Market understanding Social Media
Best in class product Word of Mouth
Relationship with Referrals
partners Customer call centers
Human Capital Magazines
Human Capital Percentage of booking costs
Product Development Percentage of hotel/package (s)
Advertising costs Advertising revenues
Maintaining relationships Event of the month
Refunds Exclusive partnership with events
WEEK 1 – MAKE MY DREAM
Week 1
New
Remain
Remove
Hotels Product Development Lowest price Trusted relationships Young and the affluent
Airlines A/B testing Best inventory Successful partnerships High disposable incomes
Events (Festivals) Relationship with Convenient Brand awareness/ Willing to explore
Car rentals hotels; airlines; car Experiential UI identification
Promotion companies rentals Social Validation Pilots Young and single
Deal listings Sourcing deals Create a Community Cross pollination Divergent origins
State Tourism Acquisition, retain Multiple options Events (Parties!) Social media savvy
Travel agents customers Best Actionable deals
Conventions (CES) Relevant locations Young couples
Business Schools Trendsetting behavior
(Study groups)
Young families
Best education for kids
Cultural experience
Lack of focus in value propositions
Web and mail Trendy destinations
Advertising
Market understanding Social Media
Too broad a platform
Best in class product Word of Mouth
Relationship with Referrals
partners Customer call centers
Too many value propositions
Human Capital Magazines
Human Capital Percentage of booking costs
Product Development Percentage of hotel/package (s)
Advertising costs Advertising revenues
Maintaining relationships Event of the month
Refunds Exclusive partnership with events
WEEK 1 – MAKE MY DREAM
Week 1
New
Remain
Remove
Hotels Product Development Lowest price Trusted relationships Young and the affluent
Airlines A/B testing Best inventory Successful partnerships High disposable incomes
Events (Festivals) Relationship with Convenient Brand awareness/ Willing to explore
Car rentals hotels; airlines; car Experiential UI identification
Promotion companies rentals Social Validation Pilots Young and single
Deal listings Sourcing deals Create a Community Cross pollination Divergent origins
State Tourism Acquisition, retain Multiple options Events (Parties!) Social media savvy
Travel agents
Conventions (CES)
customers Market sizing problem
Best Actionable deals
Relevant locations Young couples
Business Schools Trendsetting behavior
(Study groups) The method we used was a top-down
approach Young families
Best education for kids
Cultural experience
We didn’t use net numbers (gross)
Web and mail Trendy destinations
Advertising
Market understanding Social Media
Best in class product
Relationship with The lesson here is that if we were to do it
Word of Mouth
Referrals
partners again we would use bottom up / net figures
Customer call centers
Human Capital Magazines
Human Capital Percentage of booking costs
Product Development Percentage of hotel/package (s)
Advertising costs Advertising revenues
Maintaining relationships Event of the month
Refunds Exclusive partnership with events
WEEK 1 – MAKE MY DREAM
Week 1
New
Remain
Remove
Lack of focus in
customer segments
Hotels Product Development Lowest price Trusted relationships Young and the affluent
Airlines A/B testing Best inventory Successful partnerships High disposable incomes
Events (Festivals) Relationship with We were not focused on a
Convenient Brand awareness/ Willing to explore
Car rentals hotels; airlines; car specific customer segment
Experiential UI identification
Promotion companies rentals Social Validation Pilots Young and single
Deal listings Sourcing deals – too broad.
Create a Community Cross pollination Divergent origins
State Tourism Acquisition, retain Multiple options Events (Parties!) Social media savvy
Travel agents customers Best Actionable deals
Conventions (CES) Our interview base was
Relevant locations Young couples
Business Schools Trendsetting behavior
(Study groups) biased towards our network
– needed a better sample. Young families
Best education for kids
Cultural experience
Web and mail Trendy destinations
Advertising
Market understanding Social Media
Best in class product Word of Mouth
Relationship with Referrals
partners Customer call centers
Human Capital Magazines
Human Capital Percentage of booking costs
Product Development Percentage of hotel/package (s)
Advertising costs Advertising revenues
Maintaining relationships Event of the month
Refunds Exclusive partnership with events
WEEK 1 – MAKE MY DREAM
Week 1
New
Remain
Remove
Hotels Product Development Lowest price Trusted relationships Young and the affluent
Airlines A/B testing Best inventory Successful partnerships High disposable incomes
Key learning
Events (Festivals) Relationship with Convenient Brand awareness/ Willing to explore
Car rentals hotels; airlines; car Experiential UI identification
Promotion companies rentals Social Validation Pilots Young and single
Focus is crucial – be it in your value proposition or in your customer
Deal listings
State Tourism
Sourcing deals
Acquisition, retain
Create a Community
Multiple options
Cross pollination
Events (Parties!)
Divergent origins
Social media savvy
segmentation
Travel agents customers Best Actionable deals
Conventions (CES) Relevant locations Young couples
Business Schools Trendsetting behavior
Market sizing – Use bottom up whenever possible
(Study groups)
Young families
Best education for kids
Get out of the building – in spirit and in action. Avoid bias Cultural experience
Trendy destinations
Web and mail
Advertising
Market understanding Social Media
Best in class product Word of Mouth
Relationship with Referrals
partners Customer call centers
Human Capital Magazines
Human Capital Percentage of booking costs
Product Development Percentage of hotel/package (s)
Advertising costs Advertising revenues
Maintaining relationships Event of the month
Refunds Exclusive partnership with events
Interviews: 20
1 2
Travel Social
booking travel
portal for planning
Middle
Easterns
Customer
focus
WEEK 2 – SOCIAL TRIP PLANNING
Week 2
New
Remain
Remove
Pivot to social travel planning for group traveling
Social Networks Through Acquisition
Customer our mentors, we really dug into our customers insights
Easy and pleasurable Trusted relationships Young and the affluent
Travel Publications Customer Retention trip planning Successful partnerships High disposable incomes
Product Dev Best inventory Events (Parties!) Willing to explore
Hotels They were telling us that they didn’t just want to go to the
Relationship with key
Business Schools partners Convenient Brand awareness/ Young and single
Travel agents
middle east
Sourcing deals Experiential UI identification Divergent origins
Airlines Lowest price Pilots Social media savvy
Events Multiple options Cross pollination
Deal listings They wanted a seamless, social and enjoyable travel
Best Actionable deals Young couples
Car rentals
experience from A-Z Relevant locations
Create a Community
Trendsetting behavior
Promotion companies Social Validation Young families
State Tourism
Conventions (CES)
We pivoted to The Middle Easts travel booking portal with a Best education for kids
Cultural experience
ramp up focused on influential who want easy and
Word of Mouth Trendy destinations
Social Media
Market understandingtrip planning
pleasurable
Human Capital Web and mail
Relationship with Advertising
partners Referrals
Customer call centers
Best in class product Magazines
Human Capital Percentage of booking costs
Product Development
Advertising costs Percentage of hotel/package (s)
Maintaining relationships Advertising revenues
Refunds Event of the month
Exclusive partnership with events
WEEK 2 – SOCIAL TRIP PLANNING
Week 2
New
Remain
Remove
Social Networks Customer Acquisition Easy and pleasurable Trusted relationships Young and the affluent
Travel Publications Customer Retention trip planning Successful partnerships High disposable incomes
Product Dev Best inventory Events (Parties!) Willing to explore
Hotels Relationship with key
Business Schools partners Convenient Brand awareness/ Young and single
Travel agents Sourcing deals Experiential UI identification Divergent origins
Airlines Lowest price Pilots Social media savvy
Events Multiple options Cross pollination
Deal listings Best Actionable deals Young couples
Relevant locations Trendsetting behavior
Car rentals Create a Community
Promotion companies Social Validation Young families
State Tourism Best education for kids
Conventions (CES) Cultural experience
Word of Mouth Trendy destinations
Social Media
Market understanding
Human Capital Web and mail
Relationship with Advertising
partners Referrals
Customer call centers
Best in class product Magazines
Human Capital Percentage of booking costs
Product Development
Advertising costs Percentage of hotel/package (s)
Maintaining relationships Advertising revenues
Refunds Event of the month
Exclusive partnership with events
WEEK 2 – SOCIAL TRIP PLANNING
Week 2
New
Remain
Remove
Social Networks Customer Acquisition Easy and pleasurable Trusted relationships Young and the affluent
Travel Publications Customer Retention trip planning Successful partnerships High disposable incomes
Product Dev Best inventory Events (Parties!) Willing to explore
Hotels Relationship with key
Business Schools partners Convenient Brand awareness/ Young and single
Travel agents Sourcing deals Experiential UI identification Divergent origins
Airlines Lowest price Pilots Social media savvy
Events Multiple options Cross pollination
Deal listings Best Actionable deals Young couples
Relevant locations Trendsetting behavior
Car rentals Create a Community
Promotion companies Social Validation Young families
State Tourism Best education for kids
Conventions (CES) Cultural experience
Trendy destinations
Word of Mouth
Social Media
Market understanding
Human Capital Web and mail
Relationship with Advertising
partners Referrals
Customer call centers
Best in class product Magazines
Human Capital Percentage of booking costs
Product Development
Advertising costs Percentage of hotel/package (s)
Maintaining relationships Advertising revenues
Refunds Event of the month
Exclusive partnership with events
WEEK 2 – SOCIAL TRIP PLANNING
Week 2
New
Remain
Remove
Social Networks Customer Acquisition Easy and pleasurable Trusted relationships Young and the affluent
Travel Publications Customer Retention trip planning Successful partnerships High disposable incomes
What was the problem?
Product Dev Best inventory Events (Parties!) Willing to explore
Hotels Relationship with key
Business Schools partners Convenient Brand awareness/ Young and single
Travel agents Sourcing deals Experiential UI identification Divergent origins
Airlines
When research for potential partners, we learned of several existing
Lowest price Pilots Social media savvy
Events competitors with similar product Multiple options Cross pollination
Deal listings Best Actionable deals Young couples
Relevant locations Trendsetting behavior
Car rentals crowded Create a Community
Promotion companies Social Validation Young families
State Tourism Best education for kids
hypercompetitive
Conventions (CES) Cultural experience
Trendy destinations
Word of Mouth
Social Media
Market understanding
Human Capital Web and mail
Relationship with Advertising
partners Referrals
Customer call centers
Best in class product Magazines
Human Capital Percentage of booking costs
Product Development
Advertising costs Percentage of hotel/package (s)
Maintaining relationships Advertising revenues
Refunds Event of the month
Exclusive partnership with events
WEEK 2 – SOCIAL TRIP PLANNING
Week 2
New
Remain
Remove
Social Networks Customer Acquisition Easy and pleasurable Trusted relationships Young and the affluent
Travel Publications Customer Retention trip planning Successful partnerships High disposable incomes
Key learning Product Dev Best inventory Events (Parties!) Willing to explore
Hotels Relationship with key
Business Schools partners Convenient Brand awareness/ Young and single
Airlines
We should have looked at the competitive landscape earlier
Travel agents Sourcing deals Experiential UI
Lowest price
identification
Pilots
Divergent origins
Social media savvy
Events Multiple options Cross pollination
Deal listings Best Actionable deals Young couples
We should have spoken to industry / domain experts earlier
Relevant locations Trendsetting behavior
Car rentals Create a Community
Promotion companies Social Validation Young families
State Tourism Best education for kids
Conventions (CES) Cultural experience
Word of Mouth Trendy destinations
Social Media
Market understanding
Human Capital Web and mail
Relationship with Advertising
partners Referrals
Customer call centers
Best in class product Magazines
Human Capital Percentage of booking costs
Product Development
Advertising costs Percentage of hotel/package (s)
Maintaining relationships Advertising revenues
Refunds Event of the month
Exclusive partnership with events
Interviews: 64
1 2 3
Travel Social Ex-pat
booking travel travel
portal for planning portal to
Middle Middle
Easterns East
Competition
WEEK 3 – EX-PAT TRAVELING
Week 3
New
Remain
Remove
Pivot to Ex-pat Community Travel Portal
We pivoted back to the original idea knowhow and on Trustedcustomer segment the affluent
Social Networks Customer Acquisition Local with focus one relationships Young and
Hotels Customer Retention content Successful partnerships High disposable incomes
Business Schools Product Dev Willing to explore
A travel planner for Ex-Pat Easy and pleasurable
Travel agents studentswho frequently (Parties!) Middle-East &
Relationship with key Events visit the
partnerstrip planning Young and single
other major cities.
Travel Publications Sourcing deals
Best inventory Divergent origins
Airlines Social media savvy
Events
We want to capture & publish their travel experience.
Deal listings Young couples
Trendsetting behavior
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 3 – EX-PAT TRAVELING
Week 3
New
Remain
Remove
Social Networks Customer Acquisition Local knowhow and Trusted relationships Young and the affluent
Hotels Customer Retention content Successful partnerships High disposable incomes
Business Schools Product Dev Willing to explore
Travel agents Relationship with key Easy and pleasurable Events (Parties!)
partners trip planning Young and single
Travel Publications Sourcing deals Best inventory Divergent origins
Airlines Social media savvy
Events
Deal listings Young couples
Trendsetting behavior
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 3 – EX-PAT TRAVELING
Week 3
New
Remain
Remove
Social Networks Customer Acquisition Local knowhow and Trusted relationships Young and the affluent
Hotels Customer Retention content Successful partnerships High disposable incomes
What was the problem?
Business Schools Product Dev Willing to explore
Travel agents Relationship with key Easy and pleasurable Events (Parties!)
partners trip planning Young and single
Travel Publications Sourcing deals Best inventory Divergent origins
Airlines
We interviewed 64 people and found: Social media savvy
Events
Deal listings Young couples
The market was too small Trendsetting behavior
There is little homogeneity in customer needs
Word of Mouth
Too low frequency of travel to justify target Social Media
market
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 3 – EX-PAT TRAVELING
Week 3
New
Remain
Remove
Social Networks Customer Acquisition Local knowhow and Trusted relationships Young and the affluent
Hotels Customer Retention content Successful partnerships High disposable incomes
Key learning
Business Schools Product Dev Willing to explore
Travel agents Relationship with key Easy and pleasurable Events (Parties!)
partners trip planning Young and single
Airlines
Market sizing is crucial
Travel Publications Sourcing deals Best inventory Divergent origins
Social media savvy
Events
Deal listings Young couples
Trendsetting behavior
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
Interviews: 33
Survey: 46
1 2 3 4
Travel Social Ex-pat Safe
booking travel travel travel
portal for planning portal to portal for
Middle Middle US
Easterns East travelers
to M.E.
Market
size
WEEK 4 – US TRAVEL TO Middle East
Week 4
New
Remain
Remove
Pivot to US Traveler Portal to Middle East
Social Networks We expanded our market proposition US
Customer Acquisition Safety to entire Trusted relationships Young and the affluent
Alumni Associations
Hotels
travel market
Customer Retention
Product Development
Localknowhowandconte
nt
Successful partnerships High disposable incomes
Willing to explore
Business Schools Relationship with key Community/Group
Travel agents
Platform to facilitate Americans to
partners
Sourcing deals
Travel -MBA Students
Travel Publications travel to the Middle-East pleasurable
Easy and
Airlines trip planning
Events Best inventory
Deal listings
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 4 – US TRAVEL TO Middle East
Week 4
New
Remain
Remove
Young affluent market
Social Networks Customer Acquisition We surveyed 46 people and
Safety proposition Trusted relationships MBA Students
Alumni Associations Customer Retention Localknowhowandconte Successful partnerships
Hotels Product Development interview 33 more
nt Young and the affluent
Business Schools Relationship with key Community/Group High disposable incomes
Travel agents partners Travel Willing to explore
Sourcing deals Young & Affluent Americans
Travel Publications Easy and pleasurable
Airlines trip traveling to the Middle East
planning
Events need local insight.
Best inventory
Deal listings
We’ll be the trusted
source!
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 4 – US TRAVEL TO Middle East
Week 4
New
Remain
Remove
Social Networks Customer Acquisition Safety proposition Trusted relationships Young and the affluent
Alumni Associations Customer Retention Localknowhowandconte Successful partnerships High disposable incomes
Hotels Product Development nt Willing to explore
Business Schools Relationship with key Community/Group
Travel agents partners Travel -MBA Students
Sourcing deals
Travel Publications Easy and pleasurable
Airlines trip planning
Events Best inventory
Deal listings
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 4 – US TRAVEL TO Middle East
Week 4
New
Remain
Remove
Launched website with full basic booking functionalities
Social Networks Customer Acquisition Safety proposition Trusted relationships MBA Students
Alumni Associations Customer Retention Localknowhowandconte Successful partnerships
Hotels Ebtism.com went liveProduct Development nt Young and the affluent
Business Schools Relationship with key Community/Group High disposable incomes
Travel agents partners Travel Willing to explore
Full basic functionalities (login, browse deals and book trips)
Sourcing deals
Travel Publications Easy and pleasurable
Airlines trip planning
Events 4 sourced deals from agencies Best inventory
Deal listings
42 GSB students booked
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs Deals selection
Exclusive login Value proposition Ability to book trips
Maintaining relationships (real sourcing)
Refunds
WEEK 4 – US TRAVEL TO Middle East
Week 4
New
Remain
Remove
Social Networks Customer Acquisition Safety proposition Trusted relationships MBA Students
Alumni Associations Customer Retention Localknowhowandconte Successful partnerships
Hotels What was the problem?
Product Development nt Young and the affluent
Business Schools Relationship with key Community/Group High disposable incomes
Travel agents partners Travel Willing to explore
Sourcing deals
We spoke to Christos Stergiou, and pleasurable truegreece.com (Greece
Travel Publications Easy
founder of
Airlines Analogue) trip planning
Events Best inventory
Deal listings
10 years of development
$5M idea
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
WEEK 4 – US TRAVEL TO Middle East
Week 4
New
Remain
Remove
Social Networks Customer Acquisition Safety proposition Trusted relationships MBA Students
Alumni Associations Customer Retention Localknowhowandconte Successful partnerships
Hotels Key learning Product Development nt Young and the affluent
Business Schools Relationship with key Community/Group High disposable incomes
Travel agents partners Travel Willing to explore
Sourcing deals
Market size need to be VENTURE SCALE
Travel Publications Easy and pleasurable
Airlines trip planning
Events Best inventory
We want to DISRUPT the Travel Space.
Deal listings
Let’s Re-think the Entire Idea!
Word of Mouth
Social Media
Market understanding
Human Capital
Relationship with
partners
Human Capital Percentage of booking costs
Product Development
Advertising costs
Maintaining relationships
Refunds
Interviews: 17
Survey: 10
1 2 3 4 5
Travel Social Ex-pat Safe Social
booking travel travel travel platform
portal for planning portal to portal for that
Middle Middle US nudges
Easterns East travelers people to
to M.E. travel
Market
size
WEEK 5 – TRAVEL NUDGE
Week 5
Paying partner side
End-user side
Remove
Pivot to travel inspiration
Social Networks We pivot to a brand new market
Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Customer Retention Leads Successful partnerships Travel Websites
Product Development
Alumni Associations Inspire people to travelproposition
Safety more
Relationship with key MBA Students
Travel agents partners Local knowhow and
Business Schools
through recommendation
content Young and the affluent
Hotels Sourcing deals Community/Group High disposable incomes
Travel Willing to explore
Relevant based on social graph
and travel history
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Leads
Product Development Advertising
Advertising costs
Maintaining relationships Percentage of booking costs
Refunds
WEEK 5 – TRAVEL NUDGE
Week 5
Paying partner side
End-user side
Remove
Inception of Nudge by looking at the competitive landscape
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Customer Retention Leads Successful partnerships Travel Websites
Product Development
Alumni Associations Relationship with key Safety proposition MBA Students
Travel agents partners Local knowhow and
Business Schools content Young and the affluent
Hotels Sourcing deals Community/Group High disposable incomes
Travel Willing to explore
Revised
later Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Leads
Product Development Advertising
Advertising costs
Maintaining relationships Percentage of booking costs
Refunds
WEEK 5 – TRAVEL NUDGE
Week 5
Paying partner side
End-user side
Remove
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Customer Retention Leads Successful partnerships Travel Websites
Product Development
Alumni Associations Relationship with key Safety proposition MBA Students
Travel agents partners Local knowhow and
Business Schools content Young and the affluent
Hotels Sourcing deals Community/Group High disposable incomes
Travel Willing to explore
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Leads
Product Development Advertising
Advertising costs
Maintaining relationships Percentage of booking costs
Refunds
WEEK 5 – TRAVEL NUDGE
Week 5
Paying partner side
End-user side
Remove
Sizeable potential market
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Customer Retention Leads Bottom-up estimation
Successful partnerships Travel Websites
Product Development
Alumni Associations TAM = $900MSafety proposition
Relationship with key MBA Students
Travel agents
Business Schools
partners Local knowhow and
content
Market = population x nudgethe affluent
Young and
Hotels Sourcing deals Community/Group frequency x CTR x CPCdisposable incomes
High
Travel Willing to explore
SAM = $373M
With leads revenue sharing model,
TAM is based on assumptions of
nudges frequency and conversion
SOM = $267M
Word of Mouth
User data
Target market is justifiable with an
Social Media
Human Capital annual revenue of $267 million with
Relationship with
partners 31% market penetration
Human Capital Leads
Product Development Advertising
Advertising costs
Maintaining relationships Percentage of booking costs
Refunds
WEEK 5 – TRAVEL NUDGE
Week 5
Paying partner side
End-user side
Remove
Mock up of the product for customer interview
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Customer Retention Leads Successful partnerships Travel Websites
Product Development
Alumni Associations Relationship with key Safety proposition MBA Students
Travel agents partners Local knowhow and
Business Schools content Young and the affluent
Hotels Sourcing deals Community/Group High disposable incomes
Travel Willing to explore
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Leads
Product Development Advertising
Advertising costs
Maintaining relationships Percentage of booking costs
Refunds
Interviews: 52 + 3 partners
1 2 3 4 5 6
Travel Social Ex-pat Safe Travel inspiration -
booking travel travel travel Social platform that
portal for planning portal to portal for nudges people to
Middle Middle US inspire and enrich
Easterns East travelers their life
to M.E.
WEEK 6 – TRAVEL NUDGE
Week 6
Paying partner side
End-user side
Remove
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Customer Retention Customer Acquisition Successful partnerships Travel Websites
Product Development
Relationship with key Leads
partners
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Cost per acquisition
Product Development
Advertising costs Leads
Maintaining relationships Advertising
WEEK 6 – TRAVEL NUDGE
Week 6
Paying partner side
End-user side
Remove
Partner
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Reach out to Travelocity (Jim Hornthal)
Customer Retention Customer Acquisition Successful partnerships Travel Websites
Product Development
Relationship with key Leads
partners
Customer insights differed
Technological challenges (e.g. cookies)
Revenue share instead of lead generating
Reach out to Expedia andBookingmarkets
Word of Mouth
Social Media
User data
Confirm revenue share model (5% - 10%) and we
Human Capital
Relationship with
partners even got a standard term
Human Capital Cost per acquisition
Product Development
Advertising costs Leads
Maintaining relationships Advertising
WEEK 6 – TRAVEL NUDGE
Week 6
Paying partner side
End-user side
Remove
The customers value relevance of nudges
Social Networks Customer Acquisition Enrichment (Travel) Trusted relationships Online travelers
Travel Websites Then we went out of the building to interview 50partnerships
Customer Retention Customer Acquisition Successful Travel Websites
people at Stanford Mall
Product Development
Relationship with key Leads
partners
What prevents people from traveling is time, not
imagination or laziness (seasonal)
People don’t want to be nudged too often (1 per
month)
Word of Mouth
Referrals from close friends more valuable
Social Media
User data
than referrals from strangers
Human Capital
Relationship with
partners
Human Capital Cost per acquisition
Product Development
Advertising costs Leads
Maintaining relationships Advertising
Interviews: 16
1 2 3 4 5 6 7
Travel Social Ex-pat Safe Travel inspiration - Nudge to
booking travel travel travel Social platform that enrich
portal for planning portal to portal for nudges people to life
Middle Middle US inspire and enrich
Easterns East travelers their life
to M.E.
Market
size
Week 7
WEEK 7 - NUDGE
Expand from travel to include activity nudges
Social Networks Customer Acquisition our nudges to include activities, events, Students
We expanded Enrichment (Activities + Trusted relationships
Travel Websites
Event Websites
social reminders than just travels
Customer Retention
Product Development
Travel)
Customer Acquisition
Successful partnerships Graduates
Young Families
University Events Relationship with key
Merchants
Keep user more engaged with relevant frequent nudges Websites
partners Enrichment (Travel) Travel
Online travelers
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Cost per acquisition
Product Development
Advertising costs
Maintaining relationships
Week 7
WEEK 7 - NUDGE
Social Networks Customer Acquisition Enrichment (Activities + Trusted relationships Students
Travel Websites Customer Retention Travel) Successful partnerships Graduates
Event Websites Product Development Customer Acquisition Young Families
University Events Relationship with key
Merchants partners Enrichment (Travel) Travel Websites
Online travelers
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Cost per acquisition
Product Development
Advertising costs
Maintaining relationships
Week 7
WEEK 7 - NUDGE
Social Networks Customer Acquisition Enrichment (Activities + Trusted relationships Students
Travel Websites Customer Retention Travel) Successful partnerships Graduates
Event Websites Product Development Customer Acquisition Young Families
University Events Relationship with key
Merchants partners Enrichment (Travel) Travel Websites
Online travelers
The customers want diverse nudges
We went out of the building to interview 20
people
Word of Mouth
People also want to be nudged in other
User data
Social Media
things than just travel
Human Capital
Relationship with
partners
Mobile is the most effective medium to
increase engagement
Human Capital Cost per acquisition
Product Development
Advertising costs
Maintaining relationships
Week 7
WEEK 7 - NUDGE
Social Networks Customer Acquisition Enrichment (Activities + Trusted relationships Students
Travel Websites Customer Retention Travel) Successful partnerships Graduates
Event Websites Product Development Customer Acquisition Young Families
University Events Relationship with key
Merchants partners Enrichment (Travel) Travel Websites
Online travelers
Word of Mouth
Social Media
User data
Human Capital
Relationship with
partners
Human Capital Cost per acquisition
Product Development
Advertising costs
Maintaining relationships
Editor's Notes
PlatformExpedia kind ofSocial Angle to gain customersPost processing
Dense canvasToo many things100 week analogy
Trying to be – Too broad a platformBy having – Too many value propositionsKey lesson learned - focus
Key lesson learned about market sizing
Bias was the key lesson learnedVery broadFocus was missing