Growing Your Engineering Culture Techsylvania,
June 1st, 2014

Agenda 07/06/14 GetYourGuide AG 2
! Overview of GetYourGuide ! Company Background ! Business Model & Market ! Scaling the Engineering Organization ! 3 Stages of Growing an Engineering Organization ! The Truly Test Driven Organization ! Building a Sustainable Culture ! Our Values & Our Mission

GetYourGuide Overview Who we are
& what we do

Our story starts in Switzerland
in 2008

! Original Idea !
5 students from ETH Zurich wanted to build a website where students could offer tours in their cities ! Travelers around the world could book these unique activities ! The Team ! Founding team: Pascal, Tobi, Johannes, Martin & Tao ! Everyone worked on the project every night and on the weekends Five students started a project with the goal to connect travelers with locals

Pascal Tobi Martin Johannes Our
first Christmas Party J

We built the website, launched
it and discovered....

We went back to the
drawing board and came up with… ! Students & amateurs tour guides are a very small market that is hard to scale ! There are hundred-thousands of activity suppliers, museums, attractions and sightseeing tour operators around the world ! There is no platform to aggregate and sell all these amazing services online June 7, 2014 www.GetYourGuide.com 8

…that few people wanted to
book travel activities from unqualified amateurs 07/06/14 GetYourGuide AG 9

10

$24 $49 $20 $10 Market
Size in Billion US$* US Europe Asia Pacific Rest of World Travel Activities is a $100 Billion Market Opportunity ! Key Facts ! Bigger than the car rental & cruise industries combined ! The addressable online market is 25%, growing at 13% YoY ! Online aggregators own a tiny fraction of the market ! Average margins are greater than 20% June 7, 2014 GetYourGuide AG 11 *) PhoCusWright Study “What they do when they get there” 2011 & 2013

Discovery There Are Significant Challenges
In Connecting Consumers & Activity Suppliers June 7, 2014 GetYourGuide AG 12 Suppliers Customers • Difficult to find & compare activities • Suppliers have limited marketing capabilities • No Distribution to Online Travel Players Trust • Little reviews, vetting and varying quality of activities • Anxiety to miss the best part of the trip • Very hard to differentiate USPs against competition in an opaque market Transaction • Cannot book mobile, online or last-minute • Dependent on same day offline bookings • Very limited reservation, ticketing & yield technology G A P

GetYourGuide Has Built an Efficient
Two- Sided Marketplace for Travel Activities June 7, 2014 GetYourGuide AG 13 Suppliers Suppliers upload and self-­‐manage the product inventory GetYourGuide quality controls, op/mizes & translates the content. We also add professional video & photo content. OTAs, Tour Operators etc. drive traffic & cross-­‐sell our products Partner Network Customers 35-­‐65 year old travelers, spending $160 per basket Get Your Guide

GetYourGuide Offers the Largest Travel
Activities Inventory Worldwide June 7, 2014 GetYourGuide AG 14 800+ 10,600+5,300+ 800+ 4,000+ 2,000+

120 City Cards 124 Snow
+ Winter Sports 378 Rentals 913 Shore Excursions 1011 Attraction Tickets 1,079 Transfers 1,820 Culinary + Nightlife 3,089 Outdoor ActivitiesJune 7, 2014 GetYourGuide AG 15 Our Inventory Ranges Across Different Categories of Travel Activities

Scaling the Engineering Organization Our
Lessons Along the Way

Stage I: Everyone & Everything
(3-8 people) June 7, 2014 GetYourGuide AG 17

Stage I: Everyone & Everything
June 7, 2014 GetYourGuide AG 18 ! From 2010-2011 we were 5 people in a tiny room and everyone was involved in all engineering projects (full-stack). All decision making was in a group setting. ! The progress & development speed was insane. It all ended when we hired more engineers.

Stage I failed, because we
needed more resources to handle growing complexity ! As the code base grew and our system became more complex, our development speed for the individual parts of the system decreased ! Initiatives: ! Hire more people ! Get more functional knowledge on board (e.g. design & front-end) June 7, 2014 GetYourGuide AG 19

Stage II: Moving Towards Functional
Differentiation & Agile Development (8-20 people) June 7, 2014 GetYourGuide AG 20 Design & Front-­‐End Building the iniGal prototype & front-­‐end implementaGon Engineering Figuring out technical specs & ImplemenGng the feature on the back-­‐end Quality Assurance TesGng on the live system & making sure that it scales

Stage II: Moving Towards Functional
Differentiation & Agile Development June 7, 2014 GetYourGuide AG 21 ! From 2011-2012 we built out a functionally differentiated engineering organization ! This allowed us to improve the functional expertise on each layer of the platform ! We started working with JavaScript libraries on the front- end (e.g. Backbone.js, JSON) ! We built more scalable processes on the back-end

Stage II failed, because we
completely lost track of engineering resource allocation ! With increasing headcount in the engineering team and only one general backlog, your development loses focus & control. You end up over-staffed in “nowhere-land” ! Initiatives: ! Come up with a clear strategy ! Group the teams according to focus areas ! Set KPIs, Objectives & Key Results June 7, 2014 GetYourGuide AG 22

Stage III: The Truly Test
Driven Organization (20+ people) June 7, 2014 GetYourGuide AG 23 Discovery Product Management Design Front-­‐End Back-­‐End Conversion Funnel Product Management Design Front-­‐End Back-­‐End Mobile Apps Product Management Design iOS Android Scalability DevOps Back-­‐End Support What’s Next?

The Problem with the HIPPO
(aka Highest Paid Person’s Opinion) June 7, 2014 GetYourGuide AG 24

Stage III: The Truly Test
Driven Development June 7, 2014 GetYourGuide AG 25 ! From 2013 onwards we built a matrix organization, where small teams are dedicated to specific parts of the product ! We had huge increases in productivity, output & customer satisfaction: ! On any given day, we launch more than half a dozen tests on the website ! Any iteration is evaluated based on a set of consumer related KPIs ! If we find something interesting, we start digging in…

We don’t listen to opinions,
we look at data! June 7, 2014 GetYourGuide AG 26

Building A Sustainable Culture …and
why it matters to your engineers!

What is NOT part of
the culture… ! Pizza & Beer Events ! Hackathons ! Offering English Classes ! A Yoga Teacher ! Having an Office Dog June 7, 2014 GetYourGuide AG 28

02/25/14 GetYourGuide AG Passion Commitment
Learning Clarity Positivity Our Values

Our Mission We want our
customers to enjoy the fun part of the trip! June 7, 2014 GetYourGuide AG 30

Summary: Our Key Learnings in
Growing the Engineering Culture ! Structure follows Strategy ! Formulate a clear product strategy ! Build a mission oriented team structure that supports the strategy ! Formulate clear KPIs, Objectives & Key Results ! Move towards test driven development ! Get rid of the HIPPO ! The only opinion that counts is the consumer data ! Build a strong culture ! Define the values on how you want to work together June 7, 2014 GetYourGuide AG 31

Thanks for your time Stay
Curious!