wanderlust columbia

• Number of interviews yesterday: 6/57

Kong Yu Ning Crystal Ong Selina Sia Daryl ChuaDeveloper Marketing Business

DevelopmentUser

Experience Designer

Itinerary Planning

One-Stop-Shop

Newsfeed

Travel Log

CS Aa. Suggested

and planned itineraries

b. Convenience of a booking platform

CS Bc. Acquiring

larger viewership

CS Cd. Outreach to

customers e. Targeted

advertising

CS Aa. Technology

savvy, travelers of all age groups

CS Bb. Bloggers,

travel planners, tourism boards

CS Cc. Businesses

(Airlines, Restaurants, Hotels)

Web and mobile application

CS A, B: Free/ FreemiumCS C: Transaction based, targeted advertising

1. Platform Management and Developmenta. IT Cost and software development

2. Marketing and advertisement cost

1. Bloggers, travel planners, tourism boards

2. VC whether there is interest

3. Specialized content providers with access to databases (4 square)

Acquire: Word of mouth, referral plans, advertisement

Keep: Some “sticky features” journal log, saved itineraries, friends network

Grow: Network Effect

1. PlatformSoftware UI & Design

2. Customer database

3. Attraction and Business database

1. Platform and UI maintenance & Development

2. Growing of customer database

3. Advertisement and marketing

Wanderlust – Business Model Canvas Version 1.0

Wanderlust – Business Model Canvas Version 4.0 Key Partners Key Activities Value Propositions

Customer Relationships

Customer Segments

Key Resources Channels

Cost Structure Revenue Streams

TravelersSocial Traveller:- Uses social media to get recommendations

Meticulous Traveller:- Needs planning to be details and travel logistics to settled before trip

Laidback Traveller:- Wants trip to be largely planned for them

Social Influencers and Content GeneratorsBloggers, travel planners, tourism boards

Established Players (OTAs, tour operators, DRPs)

WebsiteConnected through social media sites

Mobile Application

Acquire: Advertising (social media), Expert advice, Content sharing (influencers), word of mouth & referrals

Keep: Wide selection of itineraries, content creation


Established & less establish players, Government AlfiliatesCommission (CPA), Targeted Advertising, Customer Insights

TravelersFree

TravelersSocial Traveller:- Ease of access to social-media generated travel content- Ease of “flaunting” travel experience

Meticulous Traveller:- Saves the hassle of coming up with a s


Community BuildingCustomer acquisition, facilitate social network content creation

PlatformWeb & Mobile App development

Platformdatabase, recommendation engine, UI development

PlatformIT, software development

MarketingAdvertisement, customer capture

Customer Database

Service EnablersFoursquare, Google Maps, Yelp

Direct SalesOTAs

Less Established Players (OTAs, tour operators, DRPs)

Government Affiliates (Tourism Boards)

Established Players- Traffic & Visibility

Less Established- Traffic

Government Affiliates- Traffic & visibility

LicensingPayment gateways, enablers

2 – Value Proposition1 – Customer Segmentation

The Social Traveller

The Meticulous Traveller

The Laidback Traveller

Attribute Jemmy Crystal Johnson

Age 20 – 35 20 – 45 40 – 55

Income Middle - Upper Middle - Upper Middle – Upper

Preferred platform Online booking Online booking Online booking

Influenced by Social media & blogs Multiple online review sites (eg. Tripadvisor)

Travel fairs, sometimes online

Idiosyncrasies in travel

Uses social media to get travel recommendations

Strong desire to make sure that itinerary is detailed, and travel logistics are settled before trip

Wants the planning to be largely done for them

Insights Gained

Unaware of travel space and option (e.g. never heard/ tried TripHobo,

Hipmunk etc)

Not necessarily tech-savvy but were necessarily tech-

literate

Customers have varying travel styles and rank travel woes differently in terms of trip

planning, execution and recollection

1A – Customer Segmentation (Travellers)

2A – Value Proposition (Travellers)

Social Traveller

Value Proposition

Ease of access to social media generated travel content

Ease of “flaunting” travel experience

Meticulous Travellers

Gets detailed itinerary and travel logistics booked without the time and effort associated with it

Laidback Travellers Does not need to think or research on places to go

Uses social media to get travel information

Insights GainedCompulsive desire to ensure that itinerary is detailed, and logistics are settled before trip

Customer Segments (Travellers)

Loves to share travel adventures on social media Wants the planning to be largely done for them

Smaller agencies may potentially generate greater

revenue as they are more willing to work with a higher

commission in return for visibility

Insights Gained

Businesses have different motivations, number of

distribution channels and profit margins

Travelers are price sensitive in terms of big ticket/ small ticket items need DRPs, need more independent travel agencies (local tours), direct booking

etc.

Attribute Established Players Less Established Players Government-Affiliates

Motivation: Lower customer acquisition

Visibility Branding, Traffic & Visibility

Existing distribution channels:

Many Few Few

Profit Margin: Low Medium High

1B – Customer Segmentation (Corporate)

2B – Value Proposition (Corporate)

Established Players (OTAs, DRPs, Large tour operators)

Value Proposition

Avenue to increase customer traffic

Less Established Players (OTAs, DRPs, Small tour

operators)

Leverage on billboard effect to increase brand awareness & visibility, which in turn garners revenue

Government Affiliates Has an avenue to outreach to purely relevant target audience

Established players wants a cheaper avenue than AdWords to acquire travellers

Insights Gained

Less established players need a way to be known by travellers

Customer Segments (Corporate)

Government affiliates wants to promote tourism in their country

3 – Customers Relation

Majority (if not all) interviewees use Facebook and other social

media sites.

Insights Gained

The reviews of friends and “influencers” play an

important role in travel patterns

3 – Customer relation (“GET strategy”)

4 – (Distribution) Channels

Majority, if not all, of the interviewees use Facebook and

value the social network community for content sharing and

information dissemination

Insights Gained

Direct sales is the best way to reach both more and less established

players

TravelersTravel Industry Businesses

Travel Information

Social Media/ Itinerary Content Generation

One-stop shop booking platformDirect Sales:Commission

4 – (Distribution) Channels

5 – Revenue Streams, Cost Structure

Wanderlust Website/App

Payment Companies

Users

OTAs

Tour Operations

DRP

OTAs

Tourism boards

DRP

Tour Operators

Transaction Cost

Booking & Content

Payment

Listings

Payment from

Customers

Fees for advertising

Service Enablers

Cost for database provision

Others

User Data

Commission

Revenue

Commission:Established playersOTA, DRP– 5%

Less established playersIndependent Tour Operators– 20-25%

Advertising:Featured article: Market priceSidebar advertisement: Market price

User data: Market price

Cost

Service Enablers:Googlemaps:Web/ IOS/ Android

Tripadvisor: partnersAnnual License fees

Revenue Flow

Cost Flow

Value Flow

Traveller’s data is valued and can be monetized

Insights Gained

Interviewees suggest using/ existing competitors make use of: Advertising, Commission, User data sales to generate revenue

Existing solutions/ having lived with the problems makes customers unwilling to pay for more “features”

5 – Revenue Streams, Cost Structure

6 – Key Activities, Key Resources, Key Partners

6 – Key Activities, Key Resources, Key Partners

App Development &

UI Design

Key Resources

Key Activities

Key Partners

Fundraising Corporate Partnership

Traveller Acquisition

VC & Angel Investors

Traveller Retention

Service Enablers Social Influencers

Wanderlust App/Web Salesforce Traveller Data Development Team

Key Insights – Business Perspective (Call with Travefy’s David)

• The service that we are providing them (increased traffic) is a lot cheaper than customer acquisition cost via other medium

#1. OTAs and service enablers want to work with us (5%

commission)

• Initial thought: Better revenue stream due to low bargaining power + greater incentive for them to work with us

• Insight: This may not be a good idea because it is extremely time consuming (e.g. TripAdvisor provides listing GLOBALLY, but we need many independent ones just to cover ONE location)

#2. It might not be a good idea to start with less established

companies

• Use to build our MVP Test our target market segment #3. APIs tend to be free (or easily-accessible/ low-cost) APIs

• Need to ensure stickiness, frequency, repeatability #4. Cost of customer acquisition is high ($10-$50/ customer)

Large Tour Operators• Industry leaders in tours market• Large extensive network of tours across different

geographical spaces• Want to increase distribution channels

Online Travel Agents (OTAs)• Online booking platform for travel needs• Cater to hotel/flight bookings and bundled itineraries • Want to increase distribution channels and increase

sales (one way through increasing referral traffic to booking platform)

Dining Reservation Platforms• Aggregator of businesses in the restaurant industry• Want to increase distribution channels for restaurant

reservation platform

Revenue Potential

Traffic Potential

Small Independent Tour Operators• Local presence• Need visibility and market share

Tourism Boards• Promote tourism to country, government

sponsored• Sponsored advertising, featured destinations• Revenue Stream: Advertising, customer insights

Customer Potential Matrix



Customer Segments






Social Influencers and Content GeneratorsBloggers, travel planners



Mobile Application




Established & less establish players, Government AffiliatesCommission (OTAs: 5% CPA), Targeted Advertising, Customer Insights

TravelersFree




Community BuildingCustomer acquisition, customer retention


PlatformApp development & UI design



Customer Database

Service EnablersFoursquare, Google Maps

Direct SalesOTAs



Established Players- Lower customer acquisition cost




Fundraising


Development Team

Sales Force

Moving Forward

Step 5Developme

nt & Testing

Develop application using agile

methodology, and iteratively improve usability & feature via user testing &

customer feedbacks

Step 4FundraisingSeek to raise fund from VCs & angel investors to begin

development

Step 3Talks to

PartnersSeek to establish partnerships with

OTAs & tourism boards

Step 2Improve

MVPRefine MVP based

on customer insights

Step 1Customer

Development

Validate & Prioritize

customer segment

Step 6

Beta Testing

Conduct beta testing to iron out all usability issues

and bugs

Appendices

Market: Existing marketType of business: End-to-end digital travel management start-up

Market & Competition

CS Aa. Suggested

and planned itineraries

b. Convenience of a booking platform

CS Bc. Acquiring

larger viewership

CS Cd. Outreach to

customers e. Targeted

advertising

CS Aa. Technology

savvy, travelers of all age groups

CS Bb. Bloggers,

travel planners, tourism boards

CS Cc. Businesses

(Airlines, Restaurants, Hotels)

Web and mobile application

CS A, B: Free/ FreemiumCS C: Transaction based, targeted advertising

1. Platform Management and Developmenta. IT Cost and software development

2. Marketing and advertisement cost

1. Bloggers, travel planners, tourism boards

2. VC whether there is interest

3. Specialized content providers with access to databases (4 square)

Acquire: Word of mouth, referral plans, advertisement

Keep: Some “sticky features” journal log, saved itineraries, friends network


1. PlatformSoftware UI & Design

2. Customer database

3. Attraction and Business database

1. Platform and UI maintenance & Development

2. Growing of customer database

3. Advertisement and marketing

Wanderlust – Business Model Canvas Version 1.0



Customer Segments



TravelersTech savvy, all age groupsTech literate, non-travel savvy, free & easy travelers age 20 – 55


Travel Industry BusinessesOnline Travel Agents (OTAs), Restaurants, Attractions


Mobile Application

Acquire: Social media content sharing, word of mouth, referrals, advertisement



Travel Industry BusinessesCommission (CPA), Targeted Advertising

TravelersFreemium Free

Travelers- End-to-end travel

experience- Community based

social interaction platform

Travel Industry Businesses- Outreach to

customers- Targeted advertising


PlatformWeb & Mobiel App development




Database- Customer- Attractions &

Businesses




Customer Segments



TravelersTech literate, non-travel savvy, free & easy travelers age 20 – 55


Online Travel Agents (OTA)


Mobile Application

Acquire: Social media content sharing, word of mouth, referrals, advertisement



Online Travel Agents/Small BusinessesCommission (CPA), Targeted Advertising, Customer Insights

TravelersFree

Travelers- End-to-end travel

experience & conveniencePre-trip: Automatic itinerary generation & community based itineraries , one-stop shop booking platformDuring trip: Readily available travel information Post-trip: Memory preservation, ease of sharing

- Community based social interaction

Online Travel Agents/ Small Businesses- Access to customers- Targeted advertising






Customer Database


Direct SalesOTAs

Small BusinessesIndependent tour operators, restaurants, attractions



Customer Segments









Mobile Application




Established & less establish players, Government AlfiliatesCommission (CPA), Targeted Advertising, Customer Insights

TravelersFree









Customer Database


Direct SalesOTAs



Established Players- Traffic & Visibility






Customer Segments






Social Influencers and Content GeneratorsBloggers, travel planners



Mobile Application




Established & less establish players, Government AffiliatesCommission (OTAs: 5% CPA), Targeted Advertising, Customer Insights

TravelersFree




Community BuildingCustomer acquisition, customer retention


PlatformApp development & UI design



Customer Database

Service EnablersFoursquare, Google Maps

Direct SalesOTAs



Established Players- Lower customer acquisition cost




Fundraising


Development Team

Sales Force

wanderlust columbia

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