LetsSplit Pitch Deck - Appendices
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Pest ANALYSIS Political • ATOL protection required for
holidaymakers • Association of British Travel Agents
(ABTA) • Package Travel, Package Holidays and
Package Tours Regulations 1992
Economical • Working in multiple currencies with foreign operators
• European double-‐dip recession • Tourism is already a dominant industry in Europe
Social • More people than ever travel
internationally. • Concern over rights when booking
holidays (cancellations, delays, etc....) • Increase team building trips to abroad
by companies, schools and colleges. • Cheaper holidays means more group
trips.
Technological • Web is the primary access channel • Social networks important for interpersonal communication
• Security gateway for payments • Booking application for mobiles/iPads and Android devices.
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Swot ANALYSIS Strengths • Research shows this is a product
that hasn’t been released • People are used online channels,
online booking, online banking so should not Qind this concept difQicult to accept/adopt.
Weaknesses / Challenges • Could be replicated by the larger agencies • Technical complications • Individual payment mechanics and tracking • Holiday bookings are dependent on the timing
-‐ delayed individual payments and cancellations could cause problems
• Integrating with travel companies to hold bookings without a deposit -‐ different companies will have different periods available
Opportunities • Be the Qirst to the market with a simple group
payment system that can develop in the future • Could develop the system then sell it/lease it
to the big travel companies (if patented) • The idea can be developed to become Group
booking forum and trips reviews – industry experts in group booking over time
Threats • Lots of stag/hen activity companies
offering group packages • Replication • Any threat to online safety/trust will
affect this type of product
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Persona research Mickey, 32 Hobby group organiser • Single and ren8ng, well travelled so he understands how to
budget and plan trips. • Works at his local rock-‐climbing centre, runs local events and
now taking it a step further. • Group gathered from people at the climbing centre (word of
mouth and flyers), so wide range of ages, incomes, and backgrounds
• No one in the group knows every other person, not even Mickey.
• Likes having the responsibility but aware of the risks, par8cularly with money involved.
• Wants to find something that will make his job easier, give him a constant overview of the planning, and forestall any financial complica;ons or liabili;es.
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Persona research
• Single and living with parents • Laura has just finished her A-‐Levels and is looking to go away
with a group of 8 friends to the Greek Islands in celebra8on • She has never travelled without her family and is nervous to
book her first budget holiday. • She needs to be able to see who has paid, but more importantly
her parents need to be able to pay on her behalf, see the transac8on is safe and have confirma8on of booking from the resort directly to ensure peace of mind.
• The process needs to be easy, safe and accountable in case her parents need to check the transac8on status or hotel details in an emergency.
• She needs a simple and reassuringly safe environment for her and her friend to book their party holiday with a number of budget op;ons.
Laura, 18 A-‐Level finisher/ Holiday Maker
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Persona research Helen, 43 Helen – Geography Department Head / School Trip Liaison
• Married with 2 teenage children • Helen is responsible for booking her Geography class on a school trip
to Barcelona. • She has found the des8na8on online but needs to pool all the
parents money in together to pay for the booking. • She needs a private account that parents can log on to and pay their
final amount quickly and safely with a specific login. • There needs to be an area where parents can see what they are
paying for (a I8nerary download or descrip8on) and who has paid what.
• She needs a system that tracks receipts of payment and alerts her of the outstanding amounts that need to be paid before her deadlines so she can chase the parents responsible.
• She is stressed about the admin involved and ;me poor so needs an easy system that is proved to be safe for the parents to use.
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Persona research ‘Chub’, 27 Stag night organiser
• Single and ren8ng, works at Foxtons so some understanding of research and handling money, but very unorganised outside of work.
• Wants to put on a fantas8c stag do for his best friend from school, so heavy personal investment in making the en8re experience “the best” for everyone involved.
• Busy job, plus he’s unsure of his organisa8onal and financial skills. He wants to work out the exci8ng ac8vi8es and not waste 8me on the admin.
• Knows some of the people coming very well, and some not well at all -‐ but they’re all connected, and in similar situa8ons.
• Looking for something that will “just work” with the minimum input from him, and allow everyone to focus on the most important thing: having a good ;me.
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Sales PLAN The Present Market - Travel Booking Services Category - Comparison
The Queries for Travel Booking Services grew by 12% in Q2 2013 and it drops aaer September/October in UK Market.
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The Present Market - Travel Insurance Category - Comparison
The Queries grew by 19% in Q2 2013 and is expected to follow the same trend and expected to drops from September in UK Market.
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The Present Market - Air Travel Category - Comparison
The Queries grew by 10% in Q2 2013 and is expected to drop off from October in UK Market.
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Global Online Travel Sales
The Europe market consists of main countries such as Spain, France, Italy, UK, Germany and Scandinavian countries. UK has 46% share in 2010 which is approximately $54 billion and tends to
grow steadily till 2016.
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Customer Touch Points
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Lead Generation Focus Ø PPC
Ø SEO Ø Social media Ø Blogs -‐ Destination sites, Reviews & Testimonials Ø YouTube Channel Ø Ad Exchange Ø Press Releases Ø Email Newsletters Ø SMS/Texting Ø OfQline -‐ Print Media & Billboards etc.
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Additional Services to Attract
We can consider to offer a range of additional products including: Ø car rental Ø insurance Ø destination activities such as event tickets & attractions. Ø to improvise on the holistic experience of the customers.
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Benchmarking -Top 10 Websites For Holiday Bookings in UK (2011)
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PHASE COSTS
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FULL COSTS / BUDGET
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Risks/Hazards 1. Price -‐ The search for lower prices was a constant theme, underlining the need for the best presentation of all pricing options. The focus should also to avoid any disparities between advertised prices and those found on the sites themselves. 2. Site functionality -‐ Access to time saving functionality was an important consideration, whether this be features such as records of saved searches or previous bookings. 3. On-‐site search -‐ Site search needs to be able to cope with a broad range of uses, from the Qirst time visitor researching destinations through to a converting buyer looking for speciQic deals. Search functionality needs to be presented accordingly. 4. Product description -‐ Information about travel products, including text, photos, videos and reviews, is vital in the purchase process and so ensuring it is adequate and well displayed is vital to retail success. 5. Additional charges -‐ Whilst EU law dictates that prices must now be displayed with all additional costs included, the presentation of these costs is still a consideration for many consumers and optional extra charges should be set in line with competitors.
6. Navigation -‐ Complaints around navigation focused on a lack of basic sorting and Qiltering functionality, enabling consumers to home in on the holiday of their preference quickly and easily. 7. Discounts/sales -‐ In this economic climate consumers are more focused than ever on securing the best price for a holiday. Last minute offers or dedicated bargain sections are sought by buyers, along with loyalty rewards for regular customers. 8. Errors and bugs -‐ Site errors not only cause short term frustration, they can permanently damage a site's reputation with buyers. Simple issues such as browser compatibility can completely exclude some buyers from a site. 9. Speed -‐ The slow loading of pages, and particularly of search results, is a major irritant for travel buyers. Given that most buyers will be looking at multiple sites, a slow loading page can be a signiQicant disincentive to purchase. 10. Availability -‐ Users become frustrated having invested the time into searching for products only to Qind that these are not available to purchase. Sites need to ensure that unavailable products are Qlagged as such at an early stage.
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Season FY1
Channel v Month > January February March April May June July August September October November December
Website Launchrock page is replaced with the MVP site. Blog launches
Summer trips promo Spring clean for summer promo
Last-minute breaks promo
Cheap September deals promo
Site stays open for FY2 bookings, but no acquisition activity is going on, just retention.
Emails & social channels switch to sharing and focusing on
trip content - UGC, editorial and curated content.
We want to stay in mind for the audience but without running any campaigns. All this time is spent on planning
FY2.
Email Launchrock list email Weather focused email Plan your summer email
Spring clean for summer email Exams email Last-minute breaks
email UGC focused email
Cheap September deals email
Social Media
Channels launched - initially Facebook, Twitter and YouTube. Aspirational content population.
Initial tranche of UGC
Heavy UGC, focus on price for September getaways
PPC First campaign live - focus on relevant search via AdWords and Bing Ads
Iterate Iterate Iterate & insights
Second campaign live (30%) Iterate Third campaign live
(15%)
Affiliate First round of deals complete First round of deals launch
Last-minute getaway deals complete
Last-minute getaway deals launches
Cheap September planning
Cheap September deals launches
Partner sites First round of deals complete e.g. NUS, Student Beans
First round of deals complete Cheap September
deals launches
Experiential Campus events Campus events, "Stay Behind" club nights
Outdoor 70% budget campaign 30% budget campaign
PR/press "Holiday horror stories" campaign goes live "Trip tips" campaign
goes live
Full FY1 marketing schedule details
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Season FY2
Channel v Month > January February March April May June July August September October November December
Website Summer trips promo Spring clean for summer promo
Last-minute breaks promo
Cheap September deals promo Ski holidays promo Christmas
promo
23rd Dec onwards: January breaks email
Email Launchrock list email Weather focused email Plan your summer email
Spring clean for summer email Exams email Last-minute breaks
email Cheap September deals email Ski breaks email Winter is
coming email
Christmas getaways email
January breaks email
Social Media Channels launched. Aspirational content population
"Sun" UGC sharing
Heavy UGC, focus on price for September getaways
PPC Sun campaign live Iterate Iterate Iterate & insights
Last minute campaign live Iterate Ski campaign
live Iterate Iterate Iterate & insights
Affiliate Sun deals complete First round of deals launch Last-minute getaway deals complete
Last-minute getaway deals launches
Cheap September planning
Cheap September deals launches
Ski breaks planning
Ski break deals launches
Partner sites Sun deals complete First round of deals complete
Last-minute getaway deals complete
Last-minute getaway deals launches
Cheap September planning
Cheap September deals launches
Ski breaks planning
Ski break deals launches
Experiential Campus events Campus events, "Stay Behind" club nights
Freshers events, "book skiing with your loan", ski club deals
Outdoor Sun campaign live Last-minute sun campaign Ski campaign
launches
PR/press "sun" campaign "snow" campaign
Full FY2 marketing schedule details