Appendix

Percentage of millennials in NY domestic visitors

Target size calculation• Average US millennials travel to New York: 7,548,000 people• 14.4% of them have demand for personal guide: 1,086,912

people• Tourific! Expect to acquire 2% market share: 21,738 people

Travel spending

• US domestic markets supplied 70% ($44 bn) of the New York State’s traveler spending base in 2015.• International markets

represented 30% ($19 bn) of the spending base.

Marketing  Type Budgets Benchmarks Results: Users

Social Ads66% 

Facebook news feed ads mobile $27,000 -CPC $0.29

-Conversion 5%Clicks 93,103New users 4655

YouTube bumper ads(6 secs non-skippable ads)

$24,600 - CPM $2.46- Conversion rate 0.08% New users 8,000

Google Ads26%  Display ads $20,436 --CPC $0.24

-Conversion 3%Clicks 83,333New users 2,499

Retargeting 7% Adroll $6,000 -CTR 0.38%

-Conversion 6.9%Reach 19,069Clicks 72,463New Users 5,000

Email marketing1%

MailChimp $1,000-Click-to-open rate 6.3%-Promo code redemption 38.4%

Email sent 95,072New users 2,300

Total(20% of the  revenue)

$79,036 22,454

Benchmarks Reference

Financials2017

  Worst Most likely Best

Number of Domestic travelers to NY 40 million 44.4 million 60 million

Target customer size 19,584 21,738 29,376

Gross profit(2% market share) $157,466 $182,237 $337,824

Expenses $283,304 $293,136 $318,907

Net income $(125,838) $(110,899) $18,917

Worst case scenario

Balance sheet

P/L

Projected Three-Year Income Statement Summary

  2017 2018 2019

Gross profit 182,237 337,240 367,878

Expenses 293,136 294,483 313,384

Net Income $(110,899) $42,757 $54,494

Management team

Chief of partnership

Marketing/PR

CEO/CFO

Product Manager

Locals and travelers support

Inspiration board

maintain

Customer Service

Finance

Web/app developer

Graphic designer IT