1. 126 total interviews
Niche market type
1
Helping businesses turn queues into an asset Trusted travel planning through your network
LineZoom Wanderwell
Alex Weitzman
Designer
MS Computer Science & BS
Symbolic Systems
Daniel Levine
Picker
MBA & BS Computer Science
Alexander Sappington
Hustler
MBA & BS Economics
Aditya Khandelwal
Hacker
BS Computer Science
Don Peppers
Advisor
3. 3
And narrowed to airport lines...
Week: 0
Airport lines
are a pain ...
Actually, all
lines are a pain
Actually, all
lines are a pain
Actually, all
lines are a pain
4. 4
In the beginning, we were LineZoom...
Week: 1
A queue management platform that allows consumers to
“virtually” stand in lines across all businesses
Plus, a “fastpass” system allowing customers to pay more
to wait in a shorter line
5. In the beginning, we were LineZoom...
5Week: 1
Value Prop:
Improve
customer
service &
maximize
revenue
Customer
Segment:
Busy
enterprises
who have a
wait time for
their service.
6. In the beginning, we were LineZoom...
6Week: 1
We reached out to 15 businesses:
1. 7 retail shops
2. 5 restaurants
3. 2 theme parks/arenas
4. 1 sports team (49ers)
7. In the beginning, we were LineZoom...
7Week: 1
Value Prop:
Convenience
and saving
time
Customer
Segment:
People who
want to wait
in line
virtually
and/or pay
for expedited
lines
10. In the beginning, we were LineZoom...
10
Big Insight: No one really cared about lines
“I never stand in lines”
Week: 2
11. In the beginning, we were LineZoom...
11
Big Insight: No one really cared, or at
least didn’t realize frequency of the pain
“I never stand in lines”
Week: 2
12. A bold but necessary decision: Restart
12Week: 2
13. We dove into the travel planning space
What we heard:
Lack of trust in
available online
options
Week: 3
Wanderwell
Hyper-local
14. Millennials prefer their friends’
recommendations
22 MBA1s, 24 undergrads
Week: 3
If you only had time for one,
which would you choose?
15. Find
inspiration
1 2 3 4 5
Got a good sense of the millennial’s
travel planning process
Week: 3
18. Find
inspiration
Get recs from
friends
Verify with
review sites
Build
itinerary
Book
1 2 3 4 5
Got a good sense of the millennial’s
travel planning process
Week: 3
Often manually done,
unorganized, or
skipped by travelers
19. Finding recommendations is currently a
manual, messy process
Week: 3
Survey sent to 17 students
67.5% said asking for
recommendations takes too much
effort and time.
21. MVP #1: Aggregator site for GSB
students’ travel recommendations
Week: 4
22.
23. Week: 4
Drawbacks of MVP1: No incentive
Emailed the MVP to 50 GSB students at random.
12/50 (24%) of recipients signed in,
but 0 submitted recommendations
24. Week: 4
How can we give an incentive? We looked to our
survey data...
25. Week: 4
How can we give an incentive? We looked to our
survey data...
34. Wanderwell hits a new low
No one wants
this. Time to
pivot.
Wellness
travel?
Week: 6
35. Wanderwell hits a new low
No one wants
this. Time to
pivot.
Wellness
travel?
We are NOT
doing another
re-start!!
Week: 6
36. Wanderwell hits a new low
No one wants
this. Time to
pivot.
Wellness
travel?
We are NOT
doing another
re-start!!
At least we’re
not still doing
lines...
Week: 6
37. Wanderwell hits a new low
Why did I have to
get stuck with
these guys...
Week: 6
39. Then, two critical user interviews
Week: 6
“Look, your tool is cool, but I’m not going to send it out
because I have no clue who to send it to.”
GSB Student
40. Then, two critical user interviews
Week: 6
“Look, your tool is cool, but I’m not going to send it out
because I have no clue who to send it to.”
“Our list-serv is full of unorganized travel rec spam and
we’ve been trying to fix it.”
GSB Student
Harvard alumna
41. Then, two critical user interviews
Week: 6
“Build us a solution and we’ll use it.”
Harvard alumna
42. Find friends
who have
been there
1 2a 3 4 5
Now knew we had to facilitate
expertise discovery within networks
Week: 7
2b
2
Find
inspiration
Verify with
review sites
Build
itinerary
Book
Ask for recs
from those
people
43. ● Travel bloggers &
influencers
● Alumni travel office
● Travel agents /
planners (to help
with booking before
we have capability)
● Airlines, hotels
● Online booking sites
● Experience
operators who will
pay an affiliate fee
● Investors
Networks with active list-
servs that include frequent
travel recommendation
requesting
E.g., All-female college club
or sorority alumni networks
Females looking for safe,
trusted recs abroad
People who care about
social trends
Find where your friends
have been
Reduce friction in rec
request, itinerary building,
and booking processes by
reducing frictions
Make travel planning a more
social experience
Commissions for bookings, Pay for organized itineraries / guide while on the
ground, Advertising
● Product development
● Customer
acquisition: Source
networks for initial
launch, create virality
● Partner development
Wanderwell Week [8]
43
Personal, exciting, intuitive,
trustworthy, communal,
visual, interactive, minimal,
modern
Web & Mobile app
Network identification
efforts
Network launch parties
Word of mouth
● Physical: office
locations
● Software: Mobile app,
REST API, booking
platform, modern tech
● Human: software
engineers, growth
hackers / sales people,
advisors & mentors
● IP: Travel-tech expertise
Tech platform development and maintenance costs; Customer acquisition
costs; Business development costs with partners; Employee payroll
Value Propositions:
Find out where your
network has been and
get recommendations
Customer Segments:
Members of active,
trusted social networks
45. Finally, some positive signs
Responses:
10 emails within 5 minutes
35 emails in first afternoon
71 emails received
(25% of the network)
45Week: 8Week: 8
46. Finally, some positive signs
46
“Great idea!”
“So GSB of you ;) This looks cool!”
“I LOVEEEEEE this idea yay”
Week: 8Week: 8
47. Potential partnerships emerge
47Week: 8
Partner:
Hypothesis: Alumni group travel offices
Reason: Additional users and also a
supplemental revenue source for
Wanderwell
48. Potential partnerships emerge
48
“We know [the alumni] are talking - where they’ve
been, where to go next - but we don’t have a
way of tapping into that conversation
to improve our offering.”
“Your idea could be huge for our
marketing department.”
Week: 8
49. MVP #3: Bringing it all together
check it out: trywanderwell.com
Week: 9
51. MVP #3: Bringing it all together
Week: 10
40new users
18asks for
recommendations
31recommendations
Additionally, we had 61
requests to connect
52. MVP #4: Building on our learnings
Week: 10
Next additions:
● Notifications when you receive a recommendation
● Likes, upvotes, and replies
● “News Feed” style updates
53. Summary: What we are
Week: 10
By showing you where your network has been, we help
travelers easily obtain recommendations they trust.
Once we have that core data, we can leverage it to build
a full social travel solution.
54. Find friends who
have been there
Find
inspiration
Ask for recs from
those people
Verify with
review sites
Build an
itinerary
Book where
necessary
1 3 4 5
Current
Wanderwell
To compete in crowded space, must
focus on trust-based, social aspect …
2a 2b
55. Current
Wanderwell
Future Wanderwell
… but eventually span the entire
planning journey to make money
Find friends who
have been there
Find
inspiration
Ask for recs from
those people
Verify with
review sites
Build an
itinerary
Book where
necessary
1 3 4 52a 2b
56. ● Travel bloggers &
influencers
● Alumni travel office
● Travel agents /
planners (to help
with booking before
we have capability)
● Online booking sites
● Hotels, restaurants
● Experience
operators who will
pay an affiliate fee
● Investors
Networks with active list-
servs that include frequent
travel recommendation
requesting
E.g., All-female college club
or sorority alumni networks
Females looking for safe,
trusted recs abroad
People who care about
social trends
Find where your friends
have been
Reduce friction in rec
request, itinerary building,
and booking processes by
reducing frictions
Make travel planning a more
social experience
Commissions for bookings, Pay for organized itineraries / guide while on the
ground, Advertising
● Product development
● Customer
acquisition: Source
networks for initial
launch, create virality
● Partner development
Wanderwell Week [8]
56
Personal, exciting, intuitive,
trustworthy, communal,
visual, interactive, minimal,
modern
Web & Mobile app
Network identification
efforts
Network launch parties
Word of mouth
● Physical: office
locations
● Software: Mobile app,
REST API, booking
platform, modern tech
● Human: software
engineers, growth
hackers / sales people,
advisors & mentors
● IP: Travel-tech expertise
Tech platform development and maintenance costs; Customer acquisition
costs; Business development costs with partners; Employee payroll
Core Revenue Model:
First Step: Affiliate fees from existing booking platform
partners - Booking.com, Expedia, OpenTable
End State: Booking done in-house - collect full
commission from hotels, restaurants, & tour providers
58. The future of Wanderwell
- Plan to continue on in the spring quarter
- Iterate on product and continue to gain traction
within existing networks
- Pitch investors for funding
- Expand product development team
- Accelerate acquisition of networks & partners
64. 3-year Operating Plan
Q1 Q2 Q3 Q4
2019 2020 2021 2021
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Cashreserves
5M
10M
20M
30M
Seed
$1M
Series A
$6M
Series B
$15M
OperationsSoftware
development
Lean
Launch
pad Hire 2
engineers
Integrate trip planning /
booking features
Integration with
Google,
TripAdvisor, and
planning sites Suggested trips, curated
itineraries according to
your preferences
MVP
tests
Beta Launch at
colleges with
campus reps
Replicate & Scale
Scaling destinations
covered & customer
acquisitionAnalyze
Results
Recs
from
friends
platform
Out of
network
recs
Partnerships
with hotels,
airlines, tour
operators
64
18 Months
Time to Profitability:
Travel
map and
friends’
maps
65. Market Size
Total Addressable Market: $38B
Total annual travel spend ($381B) * potential booking commission (10%)
Served Available Market: $19B
TAM * Proportion of spend on things other than transportation (50%)
Target Market: $2.7B
SAM * Proportion of travel spend from millennials (35%) * Proportion who would never use a travel agent (40%)
Y1-Y3 Revenue: $100K, $1M, $5M
Estimating average fee of $200/itinerary booked (10% of average non-flight expenses) * itineraries booked (1,000; 10,000;
50,000)
Sources: US Travel, Deloitte, World Atlas, Statistica 65
67. - Building a startup is HARD
- It requires grit to keep moving forward even when
things seem hopeless
Learnings (Wanderings)
68. - Building a startup is HARD
- It requires grit to keep moving forward even when
things seem hopeless
- The founding team is critical
- We spent more time with each other than anyone else
- Chemistry kept us going through tough times
Learnings (Wanderings)
69. Learnings (Wanderings)
- Keep things simple
- Be able to explain your value proposition to
customers in 5 words
- Only once we simplified to the core did we start
seeing enthusiasm
70. Learnings (Wanderings)
- Keep things simple
- Be able to explain your value proposition to
customers in 5 words
- Only once we simplified to the core did we start
seeing enthusiasm
- Break assumptions into testable
hypotheses
- We were slow to do this, but critical for de-risking
Editor's Notes
Wanderwell: Discover where your friends have traveled, then turn their recommendations into bookable guides
With Wanderwell, we wanted to greatly simplify & improve the way people plan travel, turning the process from a chore into an engaging, social event.
We had a great team working on this problem - Alex, Daniel, and Alexander who spent way more time with us than with his fiance. Don was also a huge help throughout the process.
We’re excited about where we’ve ended up, but it was certainly a journey - here’s the story.
Wanderwell: Discover where your friends have traveled, then turn their recommendations into bookable guides
With Wanderwell, we wanted to greatly simplify & improve the way people plan travel, turning the process from a chore into an engaging, social event.
We had a great team working on this problem - Alex, Daniel, and Alexander who spent way more time with us than with his fiance. Don was also a huge help throughout the process.
We’re excited about where we’ve ended up, but it was certainly a journey - here’s the story.
It feels crazy that just 8 short weeks ago, our company was called LineZoom and we were looking for a way to eliminate the pain point of standing in line.
We were B2B and thought various businesses (retail, fast-casual restaurants, etc) would want a solution to lines for their customers.
Turns out they didn’t really want that - they thought it would be a logistical nightmare, and some even liked lines as a signaling device
Then we said, OK, maybe we can work out a consumer platform.
It feels crazy that just 8 short weeks ago, our company was called LineZoom and we were looking for a way to eliminate the pain point of standing in line.
We were B2B and thought various businesses (retail, fast-casual restaurants, etc) would want a solution to lines for their customers.
…. They even said that as they were standing in this line at Shake Shack.
That didn’t really work out either.
…. They even said that as they were standing in this line at Shake Shack.
After learning about the progress in scan-and-go and the lack of interest from users, we felt a restart was necessary. We zoomed out to our initial pain points on the travel journey, and heard that travel planning and trusted recommendations was a problem. It was devastating to see our work from the last few weeks wiped out, but we felt a renewed sense of energy.
Decided to explore other options in the travel space. We were aware that this space is very competitive, but what we heard over and over in our interviews is that millennial travelers don’t trust many of the travel planning options such as TripAdvisor and travel agents
And that the key issue behind this was a lack of trust
We got a really compelling stat from a survey we we sent out that 90% of of travelers prefer friends’ recommendations over a TripAdvisor top 10
We also sent out a survey to 22 MBA1s and 24 undergrads, and an overwhelming majority of them said they would prefer an activity recommended by a friend over an activity that is a TripAdvisor top 10. They attributed this trust to having similar tastes and interests to their friends
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
We compiled recommendations from across the GSB and shared it by email
-Randomly selected 50 GSB students to email site to and check activity
-No one submitted recommendations
-And from our interviews, we learned no one would stay engaged on the site. People seemed to only log in once and never return
But we ran into some issues on the way. We couldn’t find ways to get incentive and needed some other model
In the same survey we have previously mentioned that we sent to around 40 students, we had also asked what motivates people to give recommendations to their friends
So what makes people make recommendations?
Feedback we kept getting was they were being asked to give recs by their friends
In these survey answers and in all our interviews, we kept hearing over and over that recommendations stemmed as a response to a direct request. It seemed to be the biggest incentive
New MVP is like a Google Doc you share with your friends. We wanted to tap into the process of 1-on-1 recommendation requests, so we just provided users with a link they can share with friends more knowledgable on the destination to help plan their trip by recommending points of interest at the destination
Showed it to 10 customers and had them play around with it
The responses we heard were it’s confusing, people didn’t know where to start, people didn’t see themselves using it, or they didn’t know who to send it to
At this point, after two MVPs without a semblance of product market fit, Wanderwell hit a new low.
The team disagreed on where to go next. Another pivot?
Maybe to wellness travel?
I was convinced we were getting close to something
Alex was just happy we weren’t still doing lines
Our mentor Don, though the smile never left his face, secretly wondered what he had done to get stuck with us
Just as all hope seemed lost, we had two critical interviews.
One GSB student saw our MVP and said look, I just don’t even know who I would send this to for recommendations, because I don’t know who’s been to Thailand.
Then we spoke to a Harvard alumna. She was part of a social club that maintains a 300-person alumni list-serv.
She said that list-serv is primarily used for requesting and sharing travel recommendations, but this creates a lot of spam and the recs are very unorganized.
She said, “Build us a solution for this, and We’ll Use It” - finally, the kind of signal we’d been looking for.
We now saw we needed to add a sub-step in our traveler’s journey.
The first step to getting trusted recommendations was actually discovering who to ask - finding out who has been to where you want to go.
We reworked our key value proposition to finding out where your network has been
And our customer segment to members of these active, trusted social networks
We launched into a test of how interested that Harvard alumnae network truly was.
Set up a simple landing page, and asked them to enter their email address if they’d want to sign up for our app.
The response was overwhelming, with 35 emails received in the first afternoon and 23% of the network saying yes, sign us up!
We also got some nice commentary - including I Loveeeee this idea!
Meanwhile, we gained some traction on the partner front. Given the connectedness we’d seen in alumni groups, we thought that alumni travel offices could be a good partner.
Sure enough, we spoke with the the head of the Stanford alumni travel group, and she was very excited about the idea, saying “we’d love a way to tap into the conversations we know alumni are having” and “your idea could be huge for our marketing department.”
But we still needed to know whether we had a business, which fell on 2 assumptions:
1 - How easily could we get users now that we knew something they wanted?
2 - Would those users produce any value?
For this, we needed to bring the various products we’d built together into a final MVP.
We chose the GSB as our test network because it would have the highest concentration of near-term travelers.
Plus, it enabled us to kick things off with a launch party!
People want travel recommendations from their friends - they trust and prefer those over anything generic online.
We found it’s very hard to consistently get recs from friends in a way that’s easily consumable.
By showing you where your network has been, we solve the main issue - how to get these recommendations.
Once we have that core data, which no one else has, we can leverage it into building a full social travel solution.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
So, we came into the Lean Launchpad with an idea to simplify travel planning.
To do that, we sat down with over 100 people to map out their ideal planning process – here’s a representation of what we found, especially for millennial travel enthusiasts.
Clearly, there are tools along each step of this process – we’re aware travel is crowded!
However, there were two things we noticed:
No companies spanned the entire process – most new travel companies trying to enter around Step 4-5, we believe that is too late to capture traveler attention over the dominant players; the jump from 3->4 is very rare
Very major players allow you to easily see where your network has been – social sites allow for mass calls for help, but that isn’t ideal
We’ve currently developed a social platform to address Steps 2-3 in a new way; we’ll quickly also build out the link from 3->4-6, which will keep us top of mind throughout the planning journey.
Big insight we got from interviews is that recommendations are the right start but they actually would want more from us, a way to book
We also sent out with our MVP (which we’ll talk about later) an offer to book someone’s trip for free, and we already got 2 requests
So we decided to go in this direction and that’s the additions you see here, commission for bookings
But we’re using the first step as the core value prop to attract customers / distinguish from competitors
And they like to verify information before booking so also providing easy verification of info through TripAdvisor or Yelp
*Update weekly
Each customer segment needs a matching value prop. Use a different color for each customer segment.
Order of Validation:
1. Customer Segments
2. Value Propositions
3. Channels
4. Customer Relationships
5. Revenue Streams
6. Key Activities
7. Key Resources
8. Key Partners
9. Cost Structure
*Update weekly
For [customer segment]
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6-9 months after building the booking features we would become profitable
Add titles to each pedal leaf and then drop logos into the pedals themselves
Use search tools (either those on from the Market Research section in Steve Blank’s Startup Tools or other publicly available sources)
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