How to Leverage Behavioral Science Insights for Direct Mail Success
Marketing plan
1.
2.
3. In India, it is largely inconvenient to look for places to stay
when you are travelling to another city.
The travel purpose can vary from leisure to work and
study.
4. yolo
Introducing, EasyStay- a one of a kind
single platform to list all hotels, hostels,
home stays for travel and business
5. This can also be used to look for renting the flat for long
time demand and caters to students and employees shifting
to new city.
This platform will provide reviews and ratings of place from
previous guests and will also help in choosing the most
economic solution.
6.
7.
8. Core Competencies
Excellent Customer Relationship Management practices
Adoption of latest data analytics techniques
Collaboration with various hotels, hostels and home stay
communities
Diverse options to choose from, reliable sources, past
guest review
9. Strategic Assets
● The expected large user- base and expected large listings
of hotels, hostels and home stay.
● In -app advertisements that’ll generate revenue
● In-app commission for every transaction that happens
through app.
10. Current Product Line
Listing of hotels, hostels, homestay for shorter stay
Listing of flats and houses available for paying guest
for long term stays
11. Market Position
EasyStay will be positioned for travelers wanting to stay
at home and in cheaper amount, students travelling to
another city for internships, young-professionals in the
age group of 18-40.The app hopes to generate a decent
market share in the highly competitive accommodation
industry
12.
13. Current and potential customers:
Students
Travellers
Young Professionals
Moderate age group
14. Collaborators
Hotel and hostel groups and home stay organisations
Payment gateways like Paytm would be a meaningful
collaboration.
15. Opportunities and Threats
Opportunities:
Convenience to rent out the pace for both parties.
Availability of information at single place.
Huge expected discounts because of economies of scale.
Threats:
The current system of house agents will be resisting to development of
such an app.
16.
17. Target Consumers
Students travelling for internships, interview, conferences
Young Professionals traveling frequently for work
Travellers looking for economic stay
Families looking for guest houses for vacation
18.
19. Goals
10000 viewers each day with conversion rate of 10%
Estimated monthly revenue of $1 million
Valuation of a minimum of $10 million according to visitor traffic and
transactions.
20.
21.
22. Customer Needs
one place to search for all accommodation options
Honest reviews from past visitors
Economic solution to look for ideal accommodation
Distinguishing characteristics of customers:
Frequent travellers
Looking for economic options and quality stay
Young professionals who need to travel frequently for work
Families looking for vacation stay
Students travelling to other cities for conferences, college fest and
internships.
23.
24. Suppliers:
Hotel and Hostel managers, individual House owners looking for guests to
rent out their place
Channel Members:
Mobile app stores: google play store, apple app store
Google Keyword tool that allows for mobile device segmentation which
can provide keyword search insights.
25. Communication Partners:
Social media sites like Facebook, twitter, Instagram, LinkedIn, Whatsapp.
College student groups and college fests.
Companies looking for accommodation for their employees
26. Company’s Strategic Business Unit:
App Development Tool: Coders, developers, software engineers.
Business Development Team: growth hackers, negotiators, strategists,
planners.
Marketing Team: Promotions, communications and distribution
DATA Analysis team: Analysts, statisticians, online trends hackers.
Finance and Accountancy team
Public Relations team: Employee relations and Investor relations team
Customer Team: Customer care department, CRM team.
27. Competitors
Airbnb provides flat listings for professionals but is usually expensive for
travellers
There are numerous website which list down the available hostels but no
website provides them all at a single place
28.
29. Context
Economic Context:
● Digital industry growing at a fast pace.
● Increased use of digital currency
● Internet related contribution to GDP is 3.2%
Technological Context:
● There are 100s of million smartphone and Internet users
● By end of 2017, India will have 300 million smartphones
● Inexpensive smartphones and 3G-4G internet subscription.
30. Sociocultural Context:
● Content consumption patterns have changed- People are increasingly using
their Smartphones during breakfast, lunch, commute, work and dinner
● Rural consumers are gaining access to low-cost Smartphones and low rates
of data-plans, broadening the industry’s target segment.
31.
32. Product
Attributes : Variety of options in terms of hotel, hostel, home stay.
Benefits: can choose the most economical option. All options available at
1 place.
Costs: Small percentage of amount taken from the owner on successful
converts
34. Price
The price offered by hotel, hostels and home owners will be decided by
them
They will be charged 10% of every successful conversion and some
charge for getting listed on app.
Users can register for free.
Premium users won’t see advertisements.
35. Incentives
Regular customers will be given special discounts (for example every 10th
transaction)
First time users will also get special discount.
Cash back fees from 3rd party collaborators like paytm.
Collaboration with colleges for fest and similar things will result in huge
discounts and special offers.
36. Communication
● Offers will be communicated through existing users by providing them
extra discounts for every successful word of mouth spread of
information
● Apart from this, marketing segment would ensure that the offers are
communicated to college groups and companies
● Also, Facebook, twitter, instagram will be used for communication
