1. Testing Value Proposition Venture Lab
Infotainment team
MyTripStory
Create an exciting story of your trip

2. Our process
1.1 First hypothesis
1.2 First experiment
1.3 Results of the first experiment
2 Competitors research
3.1 Second hypothesis
3.2 Second experiment
3.3 Results of the second experiment
4 Market size
5 Final idea. Value proposition

3. 1.1.1 First hypothesis. Idea
MyTripStory is a service for travelers who
would like to create an exciting story of their
journey.
MyTripStory is colorful tale about one's journey
with photos, maps, routes, descriptions of
impressions and a lot of interesting details
and statistics.

4. 1.1.2 First hypothesis.
Segmentation
Our customers are average and often traveling people.
Tourists
cultural holidays tourists,
fun, pleasure in friends' company
hobbies and adventures tourists (fishing, ski, etc)
beach holidays tourists
Business travelers
Campers and discovery (exploring) travelers

5. 1.1.3 First hypothesis. Value
proposition
Tourists
Сreate a story, save, share it with friends/family
Business travelers
Board records of their often business trips
Campers and discovery travelers
Logbook of their crusades

6. 1.1.4 First hypothesis. Features
Make a lot of statistics from any information we can get
(as much as possible)
Templates that user can choose for visualization
Simple interface
Integration with other sources where trip's content could be
created
(Facebook, Instagram, Twitter, Foursquare, Flickr, etc)

7. 1.1.5 First hypothesis. Monetization
Keeping user's data above the certain limits (monthly fee)
Ability to download created stories: e-album, trip story
infographics, clip in high quality format (for every
download)
Keeping created stories (e-album, infographics, clip) in
maximum quality format (monthly fee)

8. 1.2 First experiment
15 face to face interviews
• unstructured interviews
• main questions concerns:
o preparations for traveling
o way of traveling
o impressions sharing
o assessment of MyTripStory service
• the goals are:
o to check hypothesis
o to clarify user experience and their needs
o to find opportunities for business

9. 1.3.1 Results of the first
experiment. Segmentation

10. 1.3.2 Results of the first
experiment. Value proposition
Active tourists
Get colorful "snapshot trip story" of the journey without
spending much time
Bloggers, passionate travelers
Help to create exciting story of their trip for their
audience and himself
Passive tourists
We suggest they won't use the service (hypothesis)
Business travelers
We suggest they won't use the service (hypothesis)

11. 1.3.3 Results of the first
experiment. Features
People not really need statistics, so we should
not collect bunch of it
People want beautiful design made simple so
we should do nice templates

12. 1.3.4 Results of the first
experiment. Monetization
People want something to be printed so we
should print and ship trip story book or trip
story infographics poster

13. 1.3.5 Results of the first
experiment. Idea
We should help travelers create exciting trip stories very
easy and automatically.
Evolution of the service into "stories of sites"
Many sites are famous or well known due to their
stories, these stories are scattered on the Internet or
saved in sites owners' mind. As consumers are looking
for offers and discounts on Foursquare, as travellers
looking for interesting stories and impressions in their
journey our service can help to find stories of sites and
make it a part of travelers' trip story

14. 2 Competitors research

15. 3.1 Second hypothesis
People going to use our service and ready
to pay!
Which segments are the most attractive?
Which segment is ready to use the service?
Which way of commercialization is
preferable?

16. 3.2 Second experiment
Goal
to clarify potential position on the market
choose the key segment and differentiate with great value
proposition
try to define channels or key partners
Method
e-survey (77 respondents, 6 countries) j.mp/JSMxRQ

17. 3.3.1 Results of the second
experiment. Demand
45% "definitely" ready to use it
38% is going to use it "from time to time"
17% is not going to use it
83% of respondents is ready to try the service

18. 3.3.2 Results of the second
experiment. Segmentation
47% prefer active cultural holidays
15% adventures and hobbies holidays
19% relaxing, beach holidays
14% business trips
5% camping and hiking
Active tourists - the most attractive segment
(61%)

19. 3.3.3 Results of the second
experiment. Monetization
86% from "definitely ready to use"
is ready to pay for "every story printing"
66% could pay monthly fee for keeping trip data
(infographics, trip books) in high quality
60% is ready to pay monthly fee for keeping trip data above
the certain limits
49% is ready to pay for downloading of generated content
3% from "definitely ready to use" is "not ready to pay"

20. Market size
1. Market size "in people"
2. How to count money
3. Market size in $

21. Market size in people

23. Market size
27% annual market growth - based on Y2Y users growth of
special trip applications

24. 4 Market size: assumptions
1. 35% of active tourists might become
users of trip stories services (we
decreased the figure, in our survey - 57%
of active tourists)
2. 11% of active tourists would prefer
monthly fee (1.5$ per month)
3. 24% of active tourists would prefer get
printed trip storybook (2 items per
year, 25$ each)

25. 5 Final Idea. Value proposition
MyTripStory is a service for tourists who prefer active
cultural holidays and would like to get an exciting colorful
story of their journey without spending much time.
MyTripStory creates exciting trip stories based on the data
that are automatically gathered and uploaded by the user
manually.
We provide maximum interesting information concerns
users' trips (fun stats, photos from smartphone and
facebook account, facts and descriptions of the sites from
open sources) and create a colorful story (infographics, e-
album, trip story book) according templates user choose.