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The Transparent Web

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Hotel customers assess value from three pieces while making their purchase decision and attempt to answer 2 questions. This talk look at the two questions and the three components of most service businesses value proposition.

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The Transparent Web

  1. 1. The Transparent Web Telling Your Story On the Internet
  2. 2. Sites Visited - All E-commerce 30 22.5 15 7.5 0 2010 2011
  3. 3. Poll question #1
  4. 4. Sites Visited - All E-commerce Sites Visited - Travel 30 22.5 15 7.5 0 2010 2011
  5. 5. Two questions
  6. 6. Am I going to enjoy my stay?
  7. 7. Why should I buy from you?
  8. 8. Dominant Impulsive Fast & Ambitious & Enthusiastic Analytical Reliable Slow & Organized & Predictable Head Heart
  9. 9. Poll question #2
  10. 10. Top search term prior to booking? 18 “Price”
  11. 11. 19 Price Proximity Quality
  12. 12. Price Price Proximity Quality Quality Proximity Dominant Impulsive Fast & Ambitious & Enthusiastic Price Price Proximity Quality Proximity Quality Analytical Reliable Slow & Predictable & Organized Head Heart
  13. 13. Poll question #3
  14. 14. Poll question #4
  15. 15. Smartphone Mobile phone 7,000 6,000 5,000 4,000 6.1 Billion 3,000 2,000 1,000 953 Million 0 Total Subscriptions - Q4 2011 Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  16. 16. The solution?
  17. 17. A cure worse than the disease?
  18. 18. Your choice Attempt to “win” Promote the race to zero transparent value
  19. 19. Only $62
  20. 20. So#$Business$Results$ Compe6tors$Respond$ Customer$Expecta6ons$Shi#$ Reduce$Prices$ Customer$Experience$ Deteriorates$ Reduce$Service$and$Marke6ng$ Short;term$Sales$Improve$ to$Pay$for$Price$Reduc6ons$
  21. 21. Price must show value
  22. 22. Is this what you think when you hear “best rate”?
  23. 23. Am I going to enjoy my stay?
  24. 24. Why should I buy from you?
  25. 25. X
  26. 26. Thank you 47 Web: timpeter.com Phone: +1-201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

Hotel customers assess value from three pieces while making their purchase decision and attempt to answer 2 questions. This talk look at the two questions and the three components of most service businesses value proposition.

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