This document proposes a new application called Holiday Simplified that will use predictive analytics to provide personalized travel itineraries for families. The problem it addresses is that currently there is no tool that can guarantee a memorable family vacation, and planning one involves a lot of time searching various online sources. Holiday Simplified aims to target families with children who care more about experience over budget and spend a long time planning trips. It will provide differentiated schedules tailored to families in order to reduce planning time and improve enjoyment. The business model involves a loyalty program and subscription fees to generate recurring revenue.

1. Holiday
Simplified

2. A personalized travel itinerary
for an
ideal family vacation

3. The problem is:
There is no application or tool currently available
which can guarantee a memorable family
vacation.
Planning via online travel guides involves –
a lot of time to plan
a lot of uncertainty

4. Customer Need finding

7. Holiday Simplified will use Predictive analytics to
provide personalized choices

8. Target Customers

9. Target strategy
Travel with families (parents/children, not sensitive to budget, using long time to plan)
Budget ($)
Long Planning TIME
travel frequency
Characters:
1. Specifically cares more about every step
(planning time>travel time)
2. Focus more on the kids experience
(Not very budget sensitive)
3. Kids-oriented
(various requirements)
NO
Travel
alone
Problem:
Let’s go
Facing scattered information, some of which is “noise” and not suitable to
their own children, so need more time to plan, which affect their
enjoyment.
Target
NOT
Sensitivity
How to shrink the planning time by given differentiate schedule for the
family guy?
with parents
Yes
with children
Tripadvisor
Travel alone
Travel with spouse
Sensitivity
Travel with friends
Travel with families
(parents / Children)

10. Rollout strategies
1.
2.
3.
Efficiently touch target consumer group
Penetration by satisfying the current needs
Satisfy current needs and generate more wants
Touch potential consumers
Primary schools/
kindergartens
Cooperating with kids-centered areas
1-2months
Stores for children
stuffs
opinion leaders
Efficient Penetration
Collecting user
experience
Offer free trips based
on our plan
Highlight the
importance of travel
Feedbacks
Expansion & Development
Generate more
potential needs
(have influent for surroundings)
Inducing attraction by free benefits
3-6months
Generating new needs and wants
 Word-of-mouth
 Appeal to authority
 goodwill
Articles for kids
education
Evaluation directly back
to our website
materials to educational
experts to write articles
More visitors with the
real needs
Looking for professional
website
10

17. Business Model – Inducing brand
loyalty
Loyalty program
1 Feedback
10
Points
100
Points
$1
Subscription model – 1st Year after launch free
$
15
/ 1 Year
$
28
/ 2 Years
$
40
/ 3 Years

18. Revenue Model
Revenue
# Users *
Subscription
Fee
Total Loyalty
points *
Redeem rate
$108,000
8000 * $ 14
20,000 *
20%
** Assumption – Population of Toronto had 2,600,000. Number of registered users is less than 0.01% for the
first year considering majority are going to be based in Toronto as per our marketing strategy. On the same
assumption loyalty points have been estimated for on an average of ~ 3 trips per year

19. 19