ProblemTravelers with layovers are... bored
uncomfortable trapped feel unsafe lost have pets hungry have hygiene needs tired have medical needs lonely have kids unconnected want to be entertained, bogged down by luggage have to reschedule travel.
Market Sizing3.6B airline passengers annually1.8B
layoversMost layovers are short, but potential value of thecustomer increases as does the length of the layoverEstimate of layover distribution: 78% short (<5 hours), 19%Mid-length (5-7 hours), 3% Long (>7 hours)Estimated value of each converted customer: $1 Short, $5Medium, $10 LongTotal Market size (ads only): $35M/yr, with "mid-length"layovers representing $16M (47%)
Potential CustomersVacation travelers: Assumptions:• Flying
solo Open-minded• With a friend/spouse Foodies• With kids or pets AdventurersBusiness travelers: May have dietary• Flying solo restrictions• With colleagues Culturally oriented• With non-business flyers Goal oriented Seeker vs serendipitous style Travel regularly
Key assumptionsThere are many long
layoversLong layovers are plannedBusinesses in the airport want to give dealsTourism boards have ad moneyConsumers are the more likely users instead of businesstravelersWillingness to escapeAirports and vendors will work with usPeople are interested in doing things outside the airport
Customer Discovery PlanInterview both vacation
and business travelersInterview people in line at tourist attractionsSearch Twitter for "layover", @ travelers, ask to chatOnline SurveyCraigslistTravel forum postsResearch stats on layovers Are most layovers planned or not? Are there more layovers in the US or internationally?
On-the street InterviewsApproached people in
UnionSquare and in line at TimesSquare. People often read, slept, ate or shopped during layovers They wouldn’t leave Most people said they would try to find a bar New Yorkers hate talking to strangers
Twitter Findings23% of users contacted
responded, 13% engageddeeply (multiple correspondences)The need spans geographic boundaries: Respondentswere in at least 11 different airportsThose who engaged planned to fill their time otherwisewith a variety of activities: Reading, Shopping, Eating,Watching movies, Watching in-terminal TVMost respondents were NOT open to leaving the airportMany people on Twitter (respondents or not) headstraight to the bar at airports to pass the time
Acting on the Survey ResultsFrom
the surveys, we learned.... Users would prefer to our product as an app Users wanted suggestions based on the length of layover Users arent likely to leave the airport because of fears of getting caught in security If they did leave, it would be for a layover of greater than 5 hours, and usually on international stops Users seemed most interested in resting, drinking alcohol or eating over their layover