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Ottoman Passport

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by

Siena Butterfield

on 4 December 2014

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Transcript of Ottoman Passport

Audience Analysis
Product Definition
Ottoman Passport specializes in personalized and immersive trips guided by Istanbul insider Cassandra Vázquez through the city’s ancient and modern secrets.
Main Characteristics
transformative
eye-opening
immersive
exclusive
personal
Meet Cassandra
Ottoman Passport serves:
and interests...
Emotions they respond to:
novelty, curiosity, interest, FOMO
Empty-nesters

People lacking stimulation

Those too busy to plan their own vacations
Bobos–Bohemian Bourgeois

Curious + adventurous

Parents of college students

Well-educated + intellectual

Upper middle class + the wealthy
Categories
What needs does it fulfill?
Competitive Analysis
Who are our competitors?
Positioning Strategy & Messaging
Where do we want to be in our audience's mind?
How can we out-rank the competition?
What messages will differentiate us?
Positioning Statement
Strategy
Grassroots
Online & Social Media
http://www.ottomanpassport.com
https://www.facebook.com/ottomanpassport?fref=photo
http://instagram.com/ottomanpassport
Turkish restaurants
monthly dinners
craft fairs
S.W.O.T Analysis



Small Business
Vacation Travel
Guide
Tour Company

Service Industry

Planner
Hospitality
Leisure
CURIOSITY
Travel bug - eagerness to learn about and explore the world
Checking off life "Bucket List"
Our product looks for:
ASPIRERS, EXPLORERS, REFORMERS

Rick Steve's, Lonely Planet, & other travel books
Very detailed information about traveling in Istanbul, including maps, tips, climate info., multi-media (videos)
Traditional & Practical
Travel website/apps: ex. Istanbul Travel Guide App
Free information, contributed by everyone, interactive multi-media (handy GPS)
Innovative and Practical
For the middle-aged explorer looking to complete their bucket list, Ottoman Passport is a customizable tour that delivers an authentic cultural experience in Istanbul because only Cassandra offers an insider’s view of the city.
personalization

immersion

intimacy
affordable luxury

attention to detail

ease
Cassandra is trilingual and has a wealth of cross-cultural knowledge. She has experience and understanding of cultural shocks

The tour is competitively priced while maintaining a its quality and personalized feel. She offers interactive experience

Experience a meal in a Turkish home and teatime with neighborhood friends and vendors
In between:

innovation + familiarity

comfort + adventure

affordability + luxury
emails
Boston market
yoga + meditation studios
WORD OF MOUTH
Goal: Generate Content
1. Post/Retweet articles/stories related to Istanbul and Turkish cultures once per week
2. Build the site as a place for previous customers to reconnect and share their experiences, including pictures, and stories
3. Make promotional videos for each city (Boston, and Houston) and post it on social media sites
Logo Design
Grassroots
Logo Design
Social Media Sites

Go Ahead Tours & other Big Tour Companies
Trips to several countries/cities, plenty resources
Traditional & Luxury
Cruises: ex. Luxury Turkey Cruises, Princess Cruises
Luxury & Traditional
Local guides
Knowledge of history, resources, local connections
Traditional & Practical


Strengths
: personalized, affordable luxury, trilingual, connections, insider knowledge, private/small groups, exclusively Istanbul - get to know city well

Weaknesses
: One person: limited resources and funds, limited number of travel dates to choose from, exclusively Istanbul - only get to know one city

Opportunities
: Spanish speaking market, break into Boston market (new direct flight), new direct flight from Houston

Threats
: political unrest in Istanbul, religious discomfort, our competition, concept of visiting one city is contrary to typical style of traveling and visiting several places
Designed by Erika Vazquez
Promotional Video for 2015
https://docs.google.com/file/d/0B71jLB6FRXidbERIaVpCZzB4Rnc/edit
Matrix
Who are our competitors?
Full transcript