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nummair

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by

Daisy Chen

on 2 December 2013

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Transcript of nummair

Agenda
Business Model
Objective
STP
IMC Plan
Budget & Measurement

STP
Targeting
Demographics:
People aged 20 to 40 years old unmarried, without kids.

Psychographics:
Travelers who value culture and unique experiences the most.
What's ?
34,000 cities
192 countries
9 million
Share Economy
SWOT
Unique and novel lodging experience

Boost local economy

Upscale UX & UI design

Convenience provided with
mobile and web platform
STRENGTH
WEAKNESS
Safety concern among travelers

Inconsistent lodging service quality

Lower user retention and repeating rate

Sharing economy fuels local sustainability

Frugal travelers

$500 billions market opportunity
(Hotel& vacation rental combined)

Opportunity
Tightened government scrutiny

Challenge to duplicate model from city to city
with different policy and regulations

TREAT
Objectives
Marketing Objective
Nights booked: million in 2012
--> million in 2014
generating revenue to
billion in 2014.
15
120
1.35
Behavioral Objective
Number of Registered users:

million in Oct 2013 --> million at the end of 2014
9
19.8
Website engagement:

Daily Pageviews per Visitor: -->
7.35
8.25
Increase booking frequency per user by
Mental Objective
Trust
To be perceived as the go-to brand
in seeking and
cultural
unique experience
Market: Share Economy
Hotel/Vacation Rental Market

Positioning
Exploring
Excitement
Sense of belonging and connection
Self exploring
Proud of being different and interesting


Affordable lodging options
Unique destination information
Chance to explore off beaten path
Higher involvement in the local communities
Friendship formation

Unique houses & rooms
Deep local cultural experience
Stylish visual and user experience design

Online Lodging and accommodation service
Message:
"Explore the Unkown! "
Explore the House
Explore the Neighorhood
Explore the World
Explore the House
I designed my own house
I published a children’s book
I host a weekly Sunday brunch
We grow vegetables in our graden
Open house
Scavenger Hunt
Stories
Reward
Explore the World
• Video Submission & Application
• Competition
• Social Media Follow-up
• Documenting the Journey

Explore the Neighborhood
Local Store Coupons
Budget
Total:
Explore the House:
Cost:
Expected Number of Reach:
Expected Number of Participants:
Explore the Neighborhood
Cost:
Expected Number of Reach:
Explore the World
Cost:
Expected of Reach:
$690,625
$251,325
825,000
8,250
$168,000
1,080,000
$271,200
900,000

Company Financial Report

Web traffic and end action rate
(sigh-up rate, booking rate, exit rate, interaction rate)

Social Interaction:
Pre and post online users awareness and attitude
( social mention scores)

Perception research for culture experience
and trust attributes




Measurement
Thanks for participating!

Targeting
Segmentation
$675 Million in 2013
50%
Measurement

Marketing Objective:
Nights booked: 120 million
Revenue: 1.35 billion
Behavioral Objective:
Number of registered users: 19.8 Million
Daily pages view per visitor: 8.25 pages
Booking Frequency: increased by 50%
Mental Objective:
Trust & Brand Perception

Full transcript