Tech Startup Growth Hacking 101 - Basics on Growth Marketing
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Art Norins - Building for a global success
1. Building For A Global Success Presented to December 16, 2010 Ghent, Belgium Art Norins CEO Nor1 art.norins@nor1.com +1.408.640.0372
2. Nor1 Investments Seed Investments JĂĽrgen GroĂźmann (one of many seed investors) - Current President and CEO of RWE AG Essen, Germany - Owner of GeorgsmarienhĂĽtte Holding GmbH Hamburg, Germany Series A
3. About Nor1 Embraced by major brands, independents and management companies as a powerful tool to drive incremental revenue and increase guest satisfaction. Hotel Chains & Management Companies
27. Ease of Use - Nor1 Revenue Analysts provide high level of support & guidance ADR Net Profit Net Revenue RevPAR RevPAG Guest Satisfaction Front Desk Staff Satisfaction
40. Unpack, relax and then enjoy the wonderful service and amenities of the property.
41. Note: The standard check-in time is 3pm. If awarded, this request will be fulfilled upon arrival.$59 Extra for the entire stay Select eStandby Xtra Offer Save $53 for the entire stay 8:00 am Estimated Arrival Time:
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43. Analytics Measuring Loyalty…And Applying to Pricing It takes more than an equation to create a loyal guest. Much effort, analysis, trial and error will be necessary to understand how best to consider loyalty when customizing an offer set and pricing. Nor1 has started the process of defining the lifetime value of a guest and how to maximize.
44. Up-Sell Intelligence Platform Relevant Up-Sell Opportunities That Drive Revenue and Guest Satisfaction Executive Summary
45. About Nor1 About Nor1 Silicon Valley Meets the Hospitality Industry For more than five years Nor1 has provided cutting edge revenue optimization tools to leading hotels of all sizes • The Nor1 team is a blend of technology thought leaders (Ph.D.s – analytics engineers and software development professionals) and seasoned, proven hospitality experts – who together deliver world-class solutions and an amazing speed to market advantage. • Nor1’s goal is to align itself directly with the hotelier’s motives and to make available and optimize the use of the latest technology focusing on generating incremental revenue and increasing guest satisfaction via an Up-Sell Platform. • Every Nor1 product and service is built by listening closely to property level staff and their guests as well as combining proven hospitality methods with state-of-the-art technology. • Nor1 patents and patents pending are focused on perishable inventory serving a variety of industries.
46. Nor1 Vision…Relevancy, Relevancy, Relevancy Driving Incremental Revenue and Guest Satisfaction via: Customized (Highly Relevant) Up-Sell Offer Platform built by 1. Multi-System Integration 2. World Class Analytics/Intelligence 3. Guest Focused Product Set The 3 Principles of Guest Offers Relevancy, Relevancy, Relevancy Most organizations make too many communications that are not relevant, thus risking alienation of guest. Relevancy drives guest satisfaction and incremental revenue!
47. 1. Integration. . .Coordinated Communication Integration that allows high level data collection and guest interaction (deep integration with booking engine, emails, and Opera). Each guest interaction is used to learn how to satisfy guest and generate additional incremental revenue during next communication touch point. What Nor1 learns post confirmation is used to create relevant emails and at check-in. Satisfying the guest is the key to revenue and future stays. Nor1 specializes in communicating with guest at post confirmation,confirmation email, pre-arrivalemail and on property touch points (Red Arrows)
48. Integration. . .Highlight on Property Level (Opera) Guest arrives at check-in Nor1 analyzes inventory, personas recommends upgrades to offer Guest accepts; Nor1 auto-updates PMS and check-in is finalized
49. 2. World Class Analytics/Intelligence. . . Used Real Time Large investment in Ph.D. level expertise, Analytics Engineers and World Class Software Developers teamed up with hospitality industry veterans Not only reporting - Nor1 uses real time analytics at each touch point to customize offer or communication to guest. Right Product, Right Price, at the Right Touch Point
50. World-Class Analytics. . .Matching Guests and Properties Property Identities (Persona, Inventory and Product mix) Relevant Offers Guest Identities (Persona & Profiles) = + Personas Are Key Personas (sophisticated mathematical models) drive the Nor1 Recommendation Engines, which determine relevant offers Nor1 Guest Profile Descriptive Backward Looking Hotel Nonspecific Trip Nonspecific Nor1 Trip Persona Predictive Forward Looking Hotel Specific Trip Specific The guest’s Profile is defined independent of any specific reservation, while the guest’s Trip Persona is defined only for a particular reservation.
52. Nor1 leverages its technology and 3rd partyrelationships. . . adding value to hospitality partners Nor1 is currently in the trial of an exciting new initiative that would potentially benefit all property segments. 3rd Party Ads (Revenue Generating System) matches guests to the three most relevant off-property guest requests: restaurants, ground transportation and local events. Note: Nor1 is forging strategic partnerships with the following companies: Facebook and Groupon are sister Accel portfolio companies.
53. Opportunities beyond up-sellfor your organization. . .let’s talk The extent of integration, the focus on guest satisfying products, and relevant communications with the guest are allowing Nor1 to create valuable intelligence about the guest. Intelligence that can be used by other applications: Nor1 can provide guest intelligence to marketing, e-commerce, and loyalty programs that can be used in a variety of applications. Nor1 is interested in exploring these opportunities more fully with your team.
