Post on 14-Aug-2015
Syllabus
• Creating a quick prototype to assess the business quality of my idea
• How to get the first users
• What can I know about my users and their opinions
• Is it BIG enough?
About Me• 2006, Wikio, a Google News
competitor (France, now company X, IPO 2015)
• 2008, Mikamai, a tech boutique for fashion brands (sold to private investors, 2012)
• 2013, Mapendo, mobile user acquisition and performance (Bologna)
• I can put up the simplest prototype of my idea
• People can test the prototype and even start to generate some revenues
• Numbers help me evaluate the quality of my business idea
• Later I’ll think about funding and scaling
Sunday, the 28th Monday, the 29th Tuesday, the 30th
Idea, prototype Gather data Analysis, revenues(?)
The Simple Idea
• Tourism is Booming
• The Trip begins Online
• Visiting a City is About Having an Experience
• Foreign Tourists have Money To Spend
Sunday, the 28th
• Can I get People’s Data Before They Arrive?
• Can I sell Services & Offers to People while They Visit The City?
• Restaurant deals, Touristic Guides, Internet Connection, Exhibition Tickets, Shopping
Sunday, the 28th
Day 1
• Measure The Market
• Think a Lot
• Intercept the Prospects With a Prototypal Landing Page
Sunday, the 28th
• How Big is the Tourism Market in Bologna?
• Compare the Market to Similar Destinations and Cities
• Obviously There at Least 10 Similar Cities in Europe
Sunday, the 28th
• Arrival/travel/transfer
• Accommodation
• Food/restaurants
• Points of interest/Tours
• Wifi/Internet Connection/Mobile Phones
• History
Sunday, the 28th
• People search for what we are trying to sell
• Actions that matter to people generate transactions
• How do we prototype this?
Sunday, the 28th
Landing Page
• Simple Web Page for Advertising and Content Campaigns
• Describe and Sell a Service
• A/B Testing and Other Advanced Marketing Techniques
• No Engineers Must Be Harmed During this Phase
Sunday, the 28th
How do I get People to My Page?
• Paying for Traffic is not BAD!
• Advertising & Content
• Advertising is Quick and Expensive
• Content is Slow and requires Creativity
• Let’s invest 50 euros!
Monday, the 29th
The Funnel• You are About to Come in
Bologna
• Are You looking for the Best Food Experience
• Do You want to Discover the Hidden Gems of the City
• Do You need an Internet Connection while you Tour the City?
• Leave me Your Data!Monday, the 29th
The Channels
• Existing Databases (email addresses)
• Search Advertising (transactional!)
• Social Media (Interests & Profilation)
• Content
Monday, the 29th
Search Advertising
• Target only Foreign Users
• Find carefully all the Keywords they Use
• Spend 75% of the Budget in 24 Hours
Monday, the 29th
Social Media
• 25% of the Budget
• People are Shifting from Search to Discovery
• Facebook knows about my Interests
Monday, the 29th
Insights• 11000 Searches Covered with 30
Keywords
• Social Media needs more tweaking (no useful results)
• 320 Visitors to my Landing Page
• 40 Email Addresses in my Database
• 45€ Spent
• Cost 1.1€ per contactTuesday, the 30th
What I can sell
• Restaurant deals
• Tours/Exhibition tickets
• Internet connection
• Airport transfer
• Accommodation
I can also sell data
• Other companies might be interested in sending profiled information to the users
• Personal information is valuable and pricey
Is the Business Scalable?• 50 * 3€ (mean transaction fee) *
365 = 65700€ per year
• 2€ contact by selling data = 36500€ per year
• 20 cities > 1M€ revenues per year
• Acquisition costs can be optimised a lot
• Platform Cost 30%
What’s Next?
• Establish the Business
• Reinvent Technology
• Sign Partners to Sell their Services
• Structure the Acquisition Campaigns