This document describes the HotelASP business idea of providing a self-service digital marketing platform integrated with hotel sales and operations. The platform offers marketing services like AdWords campaigns and email marketing, sales features like direct booking and discounts, and operations tools like property management. It aims to provide a one-stop-shop for small hotel managers to simplify and automate technology use. The business model involves selling automated marketing, sales, and operations software and services to micro and small hotels through a cloud-based platform.

1. SUMMER OF STARTUPS
Lessons Learned nº 2
(Nº 29 – HotelASP.com)
Email: fabricadestartups@gmail.com
www.fabricadestartups.com

2. Direitos de Autor
• A metodologia FastStart e a organização do
Bootcamp do Summer of Startups é da
responsabilidade da Fábrica de Startups S.A.
detendo esta empresa todos os direitos de
autor e de propriedade intelectual.
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3. Team Members
Marketing TBA
Digital Marketing,
& Sales Hotel Marketing, Sales and Support
Miguel Ribeiro
Hotel Operations
Operations http://www.linkedin.com/profile/view?id=1401522
TBA
Design Web Design, Software Usability,
Brand, Communication, Sales and Support
Miguel Ribeiro
IT IT, Sales and Support
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4. Business Idea
Self-service hotel digital marketing
integrated with real time hotel sales and operations
Sales Operations
Marketing
Guest
• The HotelASP is a service to improve the marketing, sales and operations of small hotels and
establishments offering accommodation or lodging.
• It offers a one stop shop to the accommodation or lodging manager that need:
– Marketing : Web site SEO friendly, AdWords Campaigns, Email campaigns;
– Sales : Direct booking, discount engine;
– Operations : Property management or channel management.
• It’s self-service, integrated, convenient, fast, simple and affordable.
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5. Business Idea
Empowering
the hotel direct channel
Customers
Hotel
Digital Marketing
Direct
Booking
Direct Channel
Channel Management
Hotel Operations
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6. Business Model
HotelASP MR v1.1
Communication, Brand &
Design Agency
Tela do Modelo de Negócio
Digital Marketing Provide self-service hotel digital
marketing integrated with real time Self-Service & Automated Services
S1 – Micro Hotel
Managers
hotel sales and operations. All in one CR1 ≤ 4 Employees
Design & Usability
IT Cloud Ready
place. Learning “How to Configure & Use”
Booking hubs Sales CRM using Videos, Manuals & FAQs CS1
Offer ONE-STOP-SHOP TOOL for the CR2
Channel management Support CRM property manager that includes: Support by
MARKETING VP1 1. Videos, Manuals & FAQs S2 – Small Hotel
partner providers #1 – AdWords Campaigns
VP2 2. Community, Forums and Social Networks Managers
#2 – Email Campaigns 3. Email and Chat
Cloud Software Platform < 20 Employees
#3 – Hotel Web site (SEO Ready) VP3 4. Premium Support Services
Payment provider Development SALES IT Cloud Ready
(PayPal) VP4 CR3
#4- Direct booking CS2
#5- Discounts Engine VP5 News letters
OPERATIONS CR4
#6 - Property Management System VP6
Local Partners – #7 - Channel management
VP7
For presencial or very Country Markets
customizable services (e.g. Web Integrated (7 tools in 1) Search Engines with strong tourism
Team industry, IT &
design, data migration, etc) Make the life of the hotel manager simpler and Keyword Matching
happier. More free time. Less risk. Simplify the use CH1 T&H communication
of technology (Tourism & Hospitality ) infrastructure, IT cloud
Cloud Platform VP8
Journals & readiness, english or
Convenient Website
CH2 Magazines portuguese spoken.
Self-service from anywhere at anytime. CH5
Hosting VP9 No maintenance. #1 – Portugal
Email Campaigns T&H #2 – United States
Designed (to be Simple and Fast) #3 – Brazil
Designed for the “no-time to waste” and multi- CH3 Associations #4 – United Kingdom
tasker property manager #5 – Australia
VP10 T&H CH6
#6 – Rest of the World
Websites, Foruns &
Affordable Communities T&H
Free services and premium services with flexible Fairs
(fixed and variable) pricing based on pay per usage CH4 CH7
VP11
RS9 Market  Acquisition = 20%
RS10 Acquisition  Activation = 20%
Hosting Software Services (Direct Revenue) Support Services RS11 Activation  Retention = 20%
Team Salaries Fixed Pricing Direct Revenue
RS1 70 € per Month #1 – Support by Telephone, Skype, SMS
RS5 (fixed fee per year) RS12 Retention  Revenue = 25%
Variable Pricing (Pay per Usage) RS13
Digital Office rent & Local IT RS2 #1 – Extra Direct Booking Commission (1% of booking) Indirect Revenue (By Local Partners)
Churn Rate of 20% (1 in 5)
Marketing infrastructure RS3 #2 – Extra Accounting Documents (0.2 € per doc.) RS6 #2 – Web Design
(blog.hotelasp.com) (0.05 € per doc.)
RS4
#3 – Extra Emails #3 – Presencial Formation
RS7 #4 – Data Migration 5
RS8
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7. Market Size
World Market S1 225.477 Micro Property Managers
≤ 4 Employees
504.345 IT Cloud Ready
Micro & Small Hotels S2 278.869 Small Property Managers
< 20 Employees
(less than 20 employees)
Market Size HotelASP
Nº of Hotels Nº of Hotels
68%
78%
20%
1 in 5 1 in 5 1 in 4
643.903 504.345 Acquired Activated Retained Revenue
940.203 Micro & Small IT Cloud Ready
Hotels Hotels 100.869 20.174 4.035 1.009
M&S Hotels
(< 20 emp.)
100% 68% 54% 10.7% 2.1% 0.4% 0.1%
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8. Customers – Segment #1 (Micro Hotel)
MR
v1.0
Micro Hotel Manager
The world changes are creating uncertainty. There is more business risk. (≤ 4 Employees) Worried about the overbooking but is manageable.
Sometimes anxious of not having money to pay for the fixed costs (taxes, He struggles with internet He needs to sell in several places (internet booking
utilities, fixed salaries, etc) but it’s manageable. Doesn't owe money to the bank. marketing. Too many, expensive sites) the same room for the same day.
Lack of control in selling the room and complicated tools.
inventory. No contracts. No guarantees. Worried about guest feedback Competition is using the
Family. The owner and Most is sold via internet, over which he has Family managed and owned. in the internet. It’s difficult to internet to sell rooms
manager family also uses very little or no control He typically owns the property. control and can greatly impact
the internet to search, Difficulties and frustration in using web based technologies. future business. Competition is using
book and complain. Too complicated but has some free time to spend. the internet for hotel
marketing purposes
There is a lot of hotel
management software
Guests. He hears what Competition. He sometimes tools offerings. What World economic crisis.
the guests write about checks the internet to see to choose ? By cost, by People travel less and are
the hotel in the what the competition is type, by credibility, ... more conscious with costs.
internet. offering, mainly pricing and Taxes are increasing.
promotions There are a lot of cheap hotel Business risk is increasing.
software tools in the internet. More uncertainty
Tourism and hospitality associations. He
gives credibility to their recommendations What are credible ? Guests search, book and complain in
the Internet
Tourism regulation. He follows He still uses pencil and paper to manage the hotel but he is Internet is omnipresent and
the laws and regulation starting using the internet for marketing and selling is in the business to stay
He has more
freedom in Guests are more cost
He is starting or using the internet to sell his room inventory but
spending money sensitive. They have
doesn’t know very well how to do digital marketing for his hotel
more information to
Asks his family to help with the
help in their choices
internet.
He doesn’t know how to do digital marketing for his hotel
Extra costs derived from overbookings It’s very hard to do internet Increase revenue per
Increase guest satisfaction
marketing and selling. Too avalilable room (RevPar)
Too much uncertainty and anxiety. Not having money many unfriendly, expensive More free time
to pay the fixed costs. Empty house. Too much room and complicated tools Increase occupaction Increase guest recurrence and
inventory and no options of how to sell them. rate fidelization
Frustated using internet Less risk and
Afraid of unfair bad feedback consequences and technologies. Too headaches
inability to answer back and defend the hotel position Reduce negative feedback Reduce operating costs
complicated
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9. Customers – Segment #1 (Micro Hotel)
Doesn’t want to waste Profile
time in technology.
Extrovert. People Woman, married, 55 years old, with grandchildren and a
Oriented Self made woman standard or vocational college degree. It's a self-made
woman, an hands-on person that values autonomy and
Urban. Live in or 50 – 60 years old
near the cities freedom.
Married with
Live in or near the Children She is extrovert and enjoys talking to people and share
Hotel experiences.
Vocational college
Yearly net income degree She is a multi-tasker, in the same day she can be a
more than 50.000 receptionist, a restaurant clerk, a bar clerk, a room cleaner
Multi-Tasker &
USD
Hands-On clerk or even a maintenance clerk.
Owner and Speaks at least 2 She is not used to technology but she is learning, in particular
manager of a small languages (inc. she is using the internet to market and sell the hotel rooms.
Property English)
She earns enough to have a good living and she doesn´t
worry to much about having an empty house. She prefer to
Manages family business. Not technology savvy. Uses have an empty house than a house full of bad customers.
Employ their Family the Internet but not regularly
Personal Objectives Day to Day Life
Learn and share with people from different cultures and 6.30am - Wake up
countries. The hotel is kind of a reflex of her personality. She 7am – 8am - Prepare the breakfast
likes when her guests enjoy her hotel. 8am – 10am - Delivers the breakfast and talk with guests
10am – 11am - Room cleaning
11am – 1pm - Check Ins & Check Outs
Professional Objectives 1pm – 3pm - Room cleaning
3pm – 5pm - Manages bookings. Checks the internet,
Average occupancy rate. Happy and satisfied customers. emails and faxes
Fidelization and recurrent guests. Make enough money to 5pm – 6pm – Maintenance issues
maintain the hotel open and working. 6pm – 11pm – Reception, bar and talk with guests
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10. Customers – Segment #2 (Small Hotel)
MR
v1.0
Small Hotel Manager
The world changes are creating uncertainty. There is more business (5-19 Employees) Very worried about the overbooking. It’s hard to manage.
risk. Very anxious of not having money to pay for the fixed costs (bank He spends a lot of effort and He needs to sell in several places (internet booking sites)
loan fees, taxes, utilities, fixed salaries, etc) money in internet marketing. the same room for the same day. Sometimes he needs to
Lack of control in selling the room inventory. No sell in more than 10 different places.
Family owned. Family owes the bank Competition is using the
contracts. No guarantees. Most is sold via money. Usually the family does not Worried about guest feedback
internet, over which he has very little or no control manage directly the hotel in the internet. It’s difficult to internet to sell rooms
Owners Family. The control and can greatly impact
Very occupied. He has no free time to spend. He doesn’t like to have Competition is using the
owners have a close future business.
to deal with several tools. He likes integration, control and less risk internet for hotel
relationship with the
hotel manager. marketing purposes
There is a lot of hotel
Competition. He usually
management software
Manager Family. His checks the internet to
tools offerings. What World economic crisis.
family also uses the see what the
to choose ? By cost, by People are more conscious
internet to search, book competition is
type, by credibility, ... with costs. Taxes are
and complain. offering, mainly pricing
and promotions increasing. Business risk is
It’s dificult to find a one increasing. More uncertainty
Guests. He hears what the guests write stop shop tool with all
about the hotel in the internet. the marketing, sales and
Guests search, book and complain in
operation tools he needs
Tourism and hospitality associations. He gives the Internet
some credibility to their recommendations He uses a computer to manage the hotel and he uses Internet is omnipresent and
frequently the internet for marketing and selling is in the business to stay
He is more careful in
Tourism regulation.
justifying the
He follows the laws He is using the internet to sell his room inventory but it’s Guests are more cost
spending of money.
and regulation hard to do digital marketing in a efficient manner sensitive. They have
He has some web technologies more information to
He has some know how to do digital marketing for his hotel but he has no time and know how and skills (html, web help in their choices
he has limited budget for paying this kind of services to third parties tools, etc)
Extra costs derived from overbookings Increase revenue per
It’s hard to do internet Increase guest satisfaction
avalilable room (RevPar)
Too much uncertainty and anxiety. Not having money to marketing and selling.
More free time
pay the bank or other fixed costs. Empty house. Too much Too many Increase occupation rate Increase guest recurrence and
room inventory and no options of how to sell them. unfriendly, expensive fidelization
and complicated tools Less risk and
Afraid of unfair bad feedback consequences and headaches
inability to answer back and defend the hotel position Reduce negative feedback Reduce operating costs
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11. Customers – Segment #2 (Small Hotel)
Doesn’t want to waste Profile
time in technology.
Extrovert. People Man, married, 45 years old, with children and a tourism
Oriented Self made man related vocational college degree. It's an hands-on person
that values efficiency and is result oriented.
Urban. Live in or 40 – 50 years old
near the cities
He is extrovert and enjoys talking to people and share
Married with
Children experiences.
Live near the Hotel
Vocational college He is a multi-tasker, in the same day he can be a
Yearly net income degree receptionist, a restaurant clerk, a bar clerk, a room cleaner
less than 75.000 clerk or even a maintenance clerk.
Multi-Tasker &
USD
Hands-On
He is used to technology, in particular he is using the
Manager of a Speaks at least 2 internet to market and sell the hotel rooms.
small Property languages (inc.
English) He earns enough to have a decent living but he worries
about having an empty house. He is paid to increase the
occupancy rates of the hotel and is salary depends on his
Not technology savvy. Uses professional performance.
Manages family business.
the Internet but not regularly
Personal Objectives Day to Day Life
Increase the salary and commissions. Learn and share with 6.30am - Wake up
people from different cultures and countries. 7am – 8am - Manages the breakfast service
8am – 10am - Talk with guests
10am – 11am - Supervises the room operations
11am – 1pm - Manages the check ins and check outs
Professional Objectives 1pm – 3pm - Supervises the room operations
3pm – 5pm - Manages bookings. Checks the internet,
High occupancy rates. Full house. Happy and satisfied emails and faxes
customers. Fidelization and recurrent guests. Not having 5pm – 6pm – Manages the maintenance issues
negative feedbacks. 6pm – 11pm – Manages the reception, bar and talk with
guests
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12. Hypotheses Validations
Segments 1 and 2
Score
ID Hypothesis Test Validation
[H.VP1]: I bel i eve the HOTEL MANAGER wi l l us e s el f-s ervi ce a dvertis ement [T.VP1]: Wi l l you us e s el f-s ervi ce a dvertis ement
ca mpa i gns (vi a AdWords ) for a cqui ri ng new cus tomers , promote room s a l es , ca mpa i gns (vi a AdWords ) for a cqui ri ng new cus tomers , Thi s i s va l i d i f 70% of 10
VP1 20 reduce promotion cos t per room a nd i ncrea s e revenue per a va i l a bl e room promote room s a l es , reduce promotion cos t per room a nd i ntervi ews a nd 70% of
(RevPAR) i ncrea s e revenue per a va i l a bl e room (RevPAR) 100 s urveys a gree
[H.CR1]: I bel i eve the HOTEL MANAGER wi l l us e s el f-s ervi ce onl i ne (cl oud) [T.CR1]: Wi l l you us e s el f-s ervi ce onl i ne (cl oud) s oftwa re
s oftwa re s ervi ces for reduci ng hotel ma rketing, s a l es a nd opera tion cos ts , s ervi ces for reduci ng hotel ma rketing, s a l es a nd opera tion Thi s i s va l i d i f 70% of 10
CR1 20 i ncrea s e s a l es a nd be more effi ci ent i n res ource pl a nni ng a nd us a ge cos ts , i ncrea s e s a l es a nd be more effi ci ent i n res ource i ntervi ews a nd 70% of
pl a nni ng a nd us a ge 100 s urveys a gree
[H.VP6]: I bel i eve the HOTEL MANAGER wi l l us e a n onl i ne (cl oud) property [T.VP6]: Wi l l you us e a n onl i ne (cl oud) property
ma na gement s oftwa re for ma na gi ng the hotel ma rketing, s a l es a nd ma na gement s oftwa re for ma na gi ng the hotel ma rketing, Thi s i s va l i d i f 70% of 10
VP6 20 opera tions s a l es a nd opera tions i ntervi ews a nd 70% of
100 s urveys a gree
[H.VP2]: I bel i eve the HOTEL MANAGER wi l l us e s el f-s ervi ce ema i l ca mpa i gns [T.VP2]: Wi l l you us e s el f-s ervi ce ema i l ca mpa i gns for
for retai ni ng gues ts , reduce churn ra te, i ncrea s e cus tomer s a tis fa ction, retai ni ng gues ts , reduce churn ra te, i ncrea s e cus tomer Thi s i s va l i d i f 70% of 10
VP2 16 promote room s a l es , reduce promotion cos t per room a nd i ncrea s e the s a tis fa ction, promote room s a l es , reduce promotion cos t i ntervi ews a nd 70% of
revenue per a va i l a bl e room (RevPAR) per room a nd i ncrea s e the revenue per a va i l a bl e room 100 s urveys a gree
(RevPAR)
[H.CR2]: I bel i eve the HOTEL MANAGER wi l l vi ew "how to us e" YouTube [T.CR2]: Wi l l you vi ew "how to us e" YouTube vi deos for
vi deos for l ea rni ng a nd confi guri ng how to us e the s oftwa re s ervi ce wi thout l ea rni ng a nd confi guri ng how to us e the s oftwa re s ervi ce Thi s i s va l i d i f 70% of 10
CR2 16 a ny pres enci a l s upport wi thout a ny pres enci a l s upport i ntervi ews a nd 70% of
100 s urveys a gree
[H.CR3]: I bel i eve the HOTEL MANAGER wi l l us e non pres enci a l or s el f- [T.CR3]: Wi l l you us e non pres enci a l or s el f-s ervi ce
s ervi ce s upport for fi xi ng probl ems tha t coul d occur from the us a ge of the s upport for fi xi ng probl ems tha t coul d occur from the Thi s i s va l i d i f 70% of 10
CR3 16 s oftwa re us a ge of the s oftwa re i ntervi ews a nd 70% of
100 s urveys a gree
[H.RS1]: I bel i eve the HOTEL MANAGER wi l l pa y a fi xed pri ci ng of 70 € per [T.RS1]: Wi l l you pa y a fi xed pri ci ng of 70 € per month for
month for us i ng a l l the Hotel ASP s ervi ces wi thout a ny l i mi tations us i ng a l l the Hotel ASP s ervi ces wi thout a ny l i mi tations Thi s i s va l i d i f 70% of 10
RS1 15 i ntervi ews a nd 70% of
100 s urveys a gree
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13. Hypotheses Validations
Segments 1 and 2
Score
ID Hypothesis Test Validation
[H.RS2]: I bel i eve the HOTEL MANAGER wi l l pa y a 1% commi s s i on for ea ch [T.RS2]: Wi l l you pa y a 1% commi s s i on for ea ch extra di rect
extra di rect booki ng a fter 3 free booki ngs per month booki ng a fter 3 free booki ngs per month Thi s i s va l i d i f 70% of 10
RS2 15 i ntervi ews a nd 70% of
100 s urveys a gree
[H.CS1]: I bel i eve the HOTEL MANAGER wi l l need a s oftwa re tool for [T.CS1]: Wi l l you need a s oftwa re tool for ma na gi ng the
ma na gi ng the ma rketing, s a l es a nd opera tions i f you a re the ma na ger of a n ma rketing, s a l es a nd opera tions i f you a re the ma na ger of Thi s i s va l i d i f 70% of 10
CS1 15 hotel wi th l es s tha n 4 empl oyees a n hotel wi th l es s tha n 4 empl oyees i ntervi ews a nd 70% of
100 s urveys a gree
[H.VP5]: I bel i eve the HOTEL MANAGER wi l l us e di s count ca mpa i gns for [T.VP5]: Wi l l you us e di s count ca mpa i gns for i ncrea s i ng
i ncrea s i ng cus tomer retention a nd fi del i za tion a nd i ncrea s e occupa tion cus tomer retention a nd fi del i za tion a nd i ncrea s e Thi s i s va l i d i f 70% of 10
VP5 12 ra te occupa tion ra te i ntervi ews a nd 70% of
100 s urveys a gree
[H.VP8]: I bel i eve the HOTEL MANAGER wi l l va l ue a n i ntegra ted one s top [T.VP8]: Wi l l you va l ue a n i ntegra ted one s top s hop s ervi ce
s hop s ervi ce for reduci ng cos ts from ma nua l a ctivi ties , reduce bus i nes s ri s k for reduci ng cos ts from ma nua l a ctivi ties , reduce bus i nes s Thi s i s va l i d i f 70% of 10
VP8 12 a nd rel ea s i ng more free time to the da y to da y cus tomer rel a tions hi p ri s k a nd rel ea s i ng more free time to the da y to da y i ntervi ews a nd 70% of
cus tomer rel a tions hi p 100 s urveys a gree
[H.RS3]: I bel i eve the HOTEL MANAGER wi l l pa y 0.2 € for ea ch extra i nvoi ce or [T.RS3]: Wi l l you pa y 0.2 € for ea ch extra i nvoi ce or recei pt
recei pt document a fter the 10 free documents per month document a fter the 10 free documents per month Thi s i s va l i d i f 70% of 10
RS3 12 i ntervi ews a nd 70% of
100 s urveys a gree
[H.RS4]: I bel i eve the HOTEL MANAGER wi l l pa y 0.05 € for ea ch extra ema i l [T.RS4]: Wi l l you pa y 0.05 € for ea ch extra ema i l a fter the
a fter the 100 free ema i l s per month 100 free ema i l s per month Thi s i s va l i d i f 70% of 10
RS4 12 i ntervi ews a nd 70% of
100 s urveys a gree
[H.RS9]: I bel i eve the HOTEL MANAGER wi l l be a t l ea s t 20% (1 i n 5) of the [T.RS9]: Wi l l you be a t l ea s t 20% (1 i n 5) of the ca s es
ca s es i nteres ted i n vi s i ting the Hotel ASP s i te for ma rketing, s a l es a nd i nteres ted i n vi s i ting the Hotel ASP s i te for ma rketing, Thi s i s va l i d i f 70% of 10
RS9 12 opera tions i f he s ees a n Hotel ASP a dvertis ement s a l es a nd opera tions i f he s ees a n Hotel ASP i ntervi ews a nd 70% of
a dvertis ement 100 s urveys a gree
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14. Hypotheses Validations
Segments 1 and 2
Score
ID Hypothesis Test Validation
[H.RS10]: I bel i eve the HOTEL MANAGER wi l l regi s ter i n a t l ea s t 20% (1 i n 5) [T.RS10]: Wi l l you regi s ter i n a t l ea s t 20% (1 i n 5) of the
of the ca s es for a free a ccount i f he i s on the Hotel ASP s i te ca s es for a free a ccount i f he i s on the Hotel ASP s i te Thi s i s va l i d i f 70% of 10
RS10 12 i ntervi ews a nd 70% of
100 s urveys a gree
[H.RS11]: I bel i eve the HOTEL MANAGER wi l l us e the free s ervi ce i n a t l ea s t [T.RS11]: Wi l l you us e the free s ervi ce i n a t l ea s t 20% (1 i n
20% (1 i n 5) of the regi s tered a ccounts for bus i nes s a nd not tri a l purpos es 5) of the regi s tered a ccounts for bus i nes s a nd not tri a l Thi s i s va l i d i f 70% of 10
RS11 12 purpos es i ntervi ews a nd 70% of
100 s urveys a gree
[H.RS12]: I bel i eve the HOTEL MANAGER wi l l convert to pa i d s ervi ces i n a t [T.RS12]: Wi l l you convert to pa i d s ervi ces i n a t l ea s t 25%
l ea s t 25% (1 i n 4) of the free a ccounts for us i ng the ful l fea tures of the (1 i n 4) of the free a ccounts for us i ng the ful l fea tures of Thi s i s va l i d i f 70% of 10
RS12 12 Hotel ASP s ervi ce the Hotel ASP s ervi ce i ntervi ews a nd 70% of
100 s urveys a gree
[H.RS13]: I bel i eve the HOTEL MANAGER wi l l s top us i ng the pa i d s ervi ces i n [T.RS13]: Wi l l you s top us i ng the pa i d s ervi ces i n 20% of
20% of the ca s es for budget or other rea s ons the ca s es for budget or other rea s ons Thi s i s va l i d i f 70% of 10
RS13 12 i ntervi ews a nd 70% of
100 s urveys a gree
[H.CS2]: I bel i eve the HOTEL MANAGER wi l l need a s oftwa re tool for [T.CS2]: Wi l l you need a s oftwa re tool for ma na gi ng the
ma na gi ng the ma rketing, s a l es a nd opera tions i f you a re the ma na ger of a n ma rketing, s a l es a nd opera tions i f you a re the ma na ger of Thi s i s va l i d i f 70% of 10
CS2 10 hotel wi th l es s tha n 20 empl oyees a n hotel wi th l es s tha n 20 empl oyees i ntervi ews a nd 70% of
100 s urveys a gree
[H.VP4]: I bel i eve the HOTEL MANAGER wi l l us e di rect booki ng for s el l i ng [T.VP4]: Wi l l you us e di rect booki ng for s el l i ng rooms a nd
rooms a nd i ncrea s e the revenue per a va i l a bl e room (RevPAR) i ncrea s e the revenue per a va i l a bl e room (RevPAR) Thi s i s va l i d i f 70% of 10
VP4 10 i ntervi ews a nd 70% of
100 s urveys a gree
[H.VP11]: I bel i eve the HOTEL MANAGER wi l l va l ue a n a fforda bl e s oftwa re [T.VP11]: Wi l l you va l ue a n a fforda bl e s oftwa re s ervi ce for
s ervi ce for a utoma ting the hotel ma rketing, s a l es a nd opera tions tha t i s a utoma ting the hotel ma rketing, s a l es a nd opera tions Thi s i s va l i d i f 70% of 10
VP11 9 a cces s i bl e a nd a l l owed wi thi n hi s IT budget tha t i s a cces s i bl e a nd a l l owed wi thi n hi s IT budget i ntervi ews a nd 70% of
100 s urveys a gree
blog.hotelasp.com
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15. Hypotheses Validations
Segments 1 and 2
Score
ID Hypothesis Test Validation
[H.VP7]: I bel i eve the HOTEL MANAGER wi l l us e a n onl i ne (cl oud) cha nnel [T.VP7]: Wi l l you us e a n onl i ne (cl oud) cha nnel Thi s i s va l i d i f 70% of 10
ma na gement for reduci ng overbooki ng ri s ks a nd cos ts , cus tomer ma na gement for reduci ng overbooki ng ri s ks a nd cos ts , i ntervi ews a nd 70% of
VP7 9 i ns a tis fa ction a nd nega tive feedba cks cus tomer i ns a tis fa ction a nd nega tive feedba cks 100 s urveys a gree
[H.VP3]: I bel i eve the HOTEL MANAGER wi l l us e the hotel publ i c web s i te [T.VP3]: Wi l l you us e the hotel publ i c web s i te tha t i s Thi s i s va l i d i f 70% of 10
tha t i s provi ded by the Hotel ASP for promoting the hotel provi ded by the Hotel ASP for promoting the hotel i ntervi ews a nd 70% of
VP3 8 100 s urveys a gree
[H.VP9]: I bel i eve the HOTEL MANAGER wi l l need a conveni ent s ervi ce for [T.VP9]: Wi l l you need a conveni ent s ervi ce for a s s uri ng Thi s i s va l i d i f 70% of 10
a s s uri ng mobi l i ty a nd a va i l a bi l i ty from a nywhere a t a nytime mobi l i ty a nd a va i l a bi l i ty from a nywhere a t a nytime i ntervi ews a nd 70% of
VP9 8 100 s urveys a gree
[H.CH1]: I bel i eve the HOTEL MANAGER wi l l us e s ea rch engi nes for fi ndi ng [T.CH1]: Wi l l you us e s ea rch engi nes for fi ndi ng tool s to Thi s i s va l i d i f 70% of 10
tool s to i mprove hotel ma rketing, hotel s a l es a nd hotel ma na gement i mprove hotel ma rketing, hotel s a l es a nd hotel i ntervi ews a nd 70% of
CH1 6 opera tions ma na gement opera tions 100 s urveys a gree
[H.RS5]: I bel i eve the HOTEL MANAGER wi l l pa y extra 30 € per month for [T.RS5]: Wi l l you pa y extra 30 € per month for premi um Thi s i s va l i d i f 70% of 10
premi um s upport by tel ephone, s kype or SMS s upport by tel ephone, s kype or SMS i ntervi ews a nd 70% of
RS5 6 100 s urveys a gree
[H.RS6]: I bel i eve the HOTEL MANAGER wi l l pa y a premi um va l ue per job for [T.RS6]: Wi l l you pa y a premi um va l ue per job for web Thi s i s va l i d i f 70% of 10
web des i gn of the hotel s i te des i gn of the hotel s i te i ntervi ews a nd 70% of
RS6 6 100 s urveys a gree
[H.RS7]: I bel i eve the HOTEL MANAGER wi l l pa y a premi um va l ue per job for [T.RS7]: Wi l l you pa y a premi um va l ue per job for Thi s i s va l i d i f 70% of 10
pres enci a l l ea rni ng pres enci a l l ea rni ng i ntervi ews a nd 70% of
RS7 6 100 s urveys a gree
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16. Hypotheses Validations
Segments 1 and 2
Score
ID Hypothesis Test Validation
[H.VP10]: I bel i eve the HOTEL MANAGER wi l l prefer to us e a s i mpl er s ervi ce [T.VP10]: Wi l l you prefer to us e a s i mpl er s ervi ce tha t Thi s i s va l i d i f 70% of 10
tha t covers 80% of hi s bus i nes s needs tha n a compl ex s ervi ce tha t covers covers 80% of hi s bus i nes s needs tha n a compl ex s ervi ce i ntervi ews a nd 70% of
VP10 4 95% of hi s needs for ma na gi ng the hotel ma rketing, s a l es a nd opera tions tha t covers 95% of hi s needs for ma na gi ng the hotel 100 s urveys a gree
ma rketing, s a l es a nd opera tions
[H.RS8]: I bel i eve the HOTEL MANAGER wi l l pa y a premi um va l ue per job for [T.RS8]: Wi l l you pa y a premi um va l ue per job for da ta Thi s i s va l i d i f 70% of 10
da ta mi gra tion mi gra tion i ntervi ews a nd 70% of
RS8 4 100 s urveys a gree
[H.CH2]: I bel i eve the HOTEL MANAGER wi l l us e the Hotel ASP webs i te for [T.CH2]: Wi l l you us e the Hotel ASP webs i te for Thi s i s va l i d i f 70% of 10
unders tandi ng a nd eva l ua te the s ervi ce a nd s i gn up for a n a ccount unders tandi ng a nd eva l ua te the s ervi ce a nd s i gn up for a n i ntervi ews a nd 70% of
CH2 3 a ccount 100 s urveys a gree
[H.CH3]: I bel i eve the HOTEL MANAGER wi l l rea d Hotel ASP ema i l s [T.CH3]: Wi l l you rea d Hotel ASP ema i l s promotions for Thi s i s va l i d i f 70% of 10
promotions for l oweri ng cos ts rel a ted wi th the Hotel ASP s ervi ce l oweri ng cos ts rel a ted wi th the Hotel ASP s ervi ce i ntervi ews a nd 70% of
CH3 3 100 s urveys a gree
[H.CH4]: I bel i eve the HOTEL MANAGER wi l l na vi ga te i n hos pi tal i ty webs i tes , [T.CH4]: Wi l l you na vi ga te i n hos pi tal i ty webs i tes , foruns Thi s i s va l i d i f 70% of 10
foruns a nd communi ties for fi ndi ng s peci fi c i ndus try bus i nes s content a nd communi ties for fi ndi ng s peci fi c i ndus try bus i nes s i ntervi ews a nd 70% of
CH4 3 content 100 s urveys a gree
[H.CH5]: I bel i eve the HOTEL MANAGER wi l l rea d hos pi tal i ty journa l s a nd [T.CH5]: Wi l l you rea d hos pi tal i ty journa l s a nd ma ga zi nes Thi s i s va l i d i f 70% of 10
ma ga zi nes for fi ndi ng s peci fi c i ndus try bus i nes s content for fi ndi ng s peci fi c i ndus try bus i nes s content i ntervi ews a nd 70% of
CH5 3 100 s urveys a gree
[H.CH6]: I bel i eve the HOTEL MANAGER wi l l enga ge wi th hos pi tal i ty [T.CH6]: Wi l l you enga ge wi th hos pi tal i ty a s s oci a tions for Thi s i s va l i d i f 70% of 10
a s s oci a tions for i ndus try rel a ted networki ng a nd fi ndi ng s peci fi c i ndus try i ndus try rel a ted networki ng a nd fi ndi ng s peci fi c i ndus try i ntervi ews a nd 70% of
CH6 3 bus i nes s content bus i nes s content 100 s urveys a gree
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17. Hypotheses Validations
Segments 1 and 2
Score
ID Hypothesis Test Validation
[H.CH7]: I bel i eve the HOTEL MANAGER wi l l us e touri s m a nd hos pi ta l i ty fa i rs [T.CH7]: Wi l l you us e touri s m a nd hos pi ta l i ty fa i rs for Thi s i s va l i d i f 70% of 10
for promoti ng the hotel offeri ng promoti ng the hotel offeri ng i ntervi ews a nd 70% of
CH7 3 100 s urveys a gree
[H.CR4]: I bel i eve the HOTEL MANAGER wi l l rea d news l etters for knowi ng the [T.CR4]: Wi l l you rea d news l etters for knowi ng the l a tes t Thi s i s va l i d i f 70% of 10
l a tes t a va i l a bl e functi ona l i ti es , to conti nue i mprovi ng a nd ta ke the mos t of a va i l a bl e functi ona l i ti es , to conti nue i mprovi ng a nd ta ke i ntervi ews a nd 70% of
CR4 3 the s ervi ce the mos t of the s ervi ce 100 s urveys a gree
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18. Tasks Done
• Business hypothesis list;
• Customer persona and empathy maps.
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19. Lessons Learned
• Understand very well your customer and constantly test your
understandings with them. There needs also change with time. One day
you think you understand their needs and in the other day they changed
their mind.
• Change is constant and is becoming faster and faster. Sometimes your
business can differentiate only by the way you can keep pace with your
customer needs.
• Before proceding with the main interviews or surveys try to test your top
10 hypotesis with a small customer focus group. They will help you clean
some unclear issues.
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20. Next Steps
• Value curves
• Interviews script;
• Survey script.
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