Yelp is looking to expand internationally and attract more users. The document discusses strategies for improving Yelp's reliability and usability, including enhancing its rating system. It also proposes expanding to India by targeting tourists, smaller businesses, and adapting to the local market. Key frameworks are presented for developing strategies around staffing, skills, systems, and shared values in India.

1. by
B R E N N A , C I N D Y , J O H N ,
K E L L Y , & Y I W E N

2. THE
GOOGLE
PROBLEM

3. The Google Problem

4. HOW CAN YELP
ATTRACT MORE
USERS?

5. Heading out?
Bring Yelp with
you.
The free Yelp mobile app is the
fastest and easiest way to search
for businesses near you.
Solution

6. C. Question Answer
Reliability
Enhancement
Usability
Development
International
Expansion
Strategy

7. Reliability
Y E L P ' S C U R R E N T
R A T I N G S Y S T E M

8. Reliability -Yelp’s Current Rating System

9. Reliability - Rotten Tomato Rating System

10. CAR
NAVIGATION
SYSTEM
VIDEO
FEATURE
---

11. Video Feature

12. Countries
with
Yelp

13. India
CONNECT. ENJOY. SHARE.

14. Tourism
by
Nationality

15. TOURISM
GROWTH
RATE

16. MOBILE
GET CONNECTED

17. MOBILE
PHONE
GROWTH

18. IndiaExpansion
F I V E D I A M O N D F R A M E W O R K
Arena Vehicle Differentiator
Major cities of India Enter the market from
scratch with it’s large
amount of capital.
Targeting tourists in
India and focus on new
and diverse businesses

19. UsabilityDevelopment
F I V E D I A M O N D F R A M E W O R K
Arena Differentiator Economic Logic
Fit with SMD platforms Few online information
providers have the
video feature and link to
GPS
Increase usability of
Yelp’s review services
to users: more traffic
and profitability
Vehicle
Adding the video
feature
Yelp’s App in the built-
in navigation system of
cars

20. THE SEVEN S
FRAMEWORK
STRATEGY
Adapt to the Indian market
Attaining smaller businesses (street vendors and farmer’s
markets) on Indian Yelp app
Attract tourists in India
Balanced commitment on protecting both customers and
businesses with reliable reviews
STAFF
Hire new employees in India
India’s IT industry currently has over 3.5 million workers
SKILLS
Technological capabilities in website development to modify
designs of Yelp’s desktop and mobile interfaces
Indian employees with great R&D knowledge

21. THE SEVEN S
FRAMEWORK
SYSTEM
Yelp’s current sophisticated algorithm filters out about 25% of
the reviews submitted to Yelp
Restaurant search: Most frequently used review site vs.
OpenTable and Zagat
Local directories: Most influential, trustworthy, highest quality vs.
TripAdvisor and Angie’s List
Mobile: more actions and deeper user engagement
Tips, Reservations, Photos, Check-in, Maps, Call (Phone), and
Deals
Continuous development of mobile app to address threat of
Google+ Local
Turn use of Yelp to part of daily routines of customers
Change in rating system: Elite Yelpers and non-Elite Yelpers
SHARED VALUE
Real people, real reviews

22. Exhibit 1 - Key Financials

23. Exhibit 2 - Question Tree

24. Exhibit 3 - Market Segmentation

25. Exhibit 4 - CAGE Framework

26. Exhibit 5 - Business Model Canvas

27. Exhibit 6 - VRIN Competencies

28. Exhibit 7 - Rotten Tomatoes

29. Exhibit 8 - Strategy Diamond

30. Exhibit 9 - Expense Allocation