This deck contains the appendices for the LetsSplit pitch deck, which you can find here: http://slidesha.re/letssplit_pitch LetsSplit is the idea created & developed by Team Jellyfish as part of the Squared Online course.

1. 1

2. 2
Pest ANALYSIS
Political
• ATOL
protection
required
for
holidaymakers
• Association
of
British
Travel
Agents
(ABTA)
• Package
Travel,
Package
Holidays
and
Package
Tours
Regulations
1992
Economical
• Working
in
multiple
currencies
with
foreign
operators
• European
double-­‐dip
recession
• Tourism
is
already
a
dominant
industry
in
Europe
Social
• More
people
than
ever
travel
internationally.
• Concern
over
rights
when
booking
holidays
(cancellations,
delays,
etc....)
• Increase
team
building
trips
to
abroad
by
companies,
schools
and
colleges.
• Cheaper
holidays
means
more
group
trips.
Technological
• Web
is
the
primary
access
channel
• Social
networks
important
for
interpersonal
communication
• Security
gateway
for
payments
• Booking
application
for
mobiles/
iPads
and
Android
devices.

3. 3
Swot ANALYSIS
Strengths
• Research
shows
this
is
a
product
that
hasn’t
been
released
• People
are
used
online
channels,
online
booking,
online
banking
so
should
not
Qind
this
concept
difQicult
to
accept/adopt.
Weaknesses
/
Challenges
• Could
be
replicated
by
the
larger
agencies
• Technical
complications
• Individual
payment
mechanics
and
tracking
• Holiday
bookings
are
dependent
on
the
timing
-­‐
delayed
individual
payments
and
cancellations
could
cause
problems
• Integrating
with
travel
companies
to
hold
bookings
without
a
deposit
-­‐
different
companies
will
have
different
periods
available
Opportunities
• Be
the
Qirst
to
the
market
with
a
simple
group
payment
system
that
can
develop
in
the
future
• Could
develop
the
system
then
sell
it/lease
it
to
the
big
travel
companies
(if
patented)
• The
idea
can
be
developed
to
become
Group
booking
forum
and
trips
reviews
–
industry
experts
in
group
booking
over
time
Threats
• Lots
of
stag/hen
activity
companies
offering
group
packages
• Replication
• Any
threat
to
online
safety/trust
will
affect
this
type
of
product

4. 4
Persona research
Mickey,
32
Hobby
group
organiser
• Single
and
ren8ng,
well
travelled
so
he
understands
how
to
budget
and
plan
trips.
• Works
at
his
local
rock-­‐climbing
centre,
runs
local
events
and
now
taking
it
a
step
further.
• Group
gathered
from
people
at
the
climbing
centre
(word
of
mouth
and
flyers),
so
wide
range
of
ages,
incomes,
and
backgrounds
• No
one
in
the
group
knows
every
other
person,
not
even
Mickey.
• Likes
having
the
responsibility
but
aware
of
the
risks,
par8cularly
with
money
involved.
• Wants
to
find
something
that
will
make
his
job
easier,
give
him
a
constant
overview
of
the
planning,
and
forestall
any
financial
complica;ons
or
liabili;es.

5. 5
Persona research
• Single
and
living
with
parents
• Laura
has
just
finished
her
A-­‐Levels
and
is
looking
to
go
away
with
a
group
of
8
friends
to
the
Greek
Islands
in
celebra8on
• She
has
never
travelled
without
her
family
and
is
nervous
to
book
her
first
budget
holiday.
• She
needs
to
be
able
to
see
who
has
paid,
but
more
importantly
her
parents
need
to
be
able
to
pay
on
her
behalf,
see
the
transac8on
is
safe
and
have
confirma8on
of
booking
from
the
resort
directly
to
ensure
peace
of
mind.
• The
process
needs
to
be
easy,
safe
and
accountable
in
case
her
parents
need
to
check
the
transac8on
status
or
hotel
details
in
an
emergency.
• She
needs
a
simple
and
reassuringly
safe
environment
for
her
and
her
friend
to
book
their
party
holiday
with
a
number
of
budget
op;ons.
Laura,
18
A-­‐Level
finisher/
Holiday
Maker

6. 6
Persona research
Helen,
43
Helen
–
Geography
Department
Head
/
School
Trip
Liaison
• Married
with
2
teenage
children
• Helen
is
responsible
for
booking
her
Geography
class
on
a
school
trip
to
Barcelona.
• She
has
found
the
des8na8on
online
but
needs
to
pool
all
the
parents
money
in
together
to
pay
for
the
booking.
• She
needs
a
private
account
that
parents
can
log
on
to
and
pay
their
final
amount
quickly
and
safely
with
a
specific
login.
• There
needs
to
be
an
area
where
parents
can
see
what
they
are
paying
for
(a
I8nerary
download
or
descrip8on)
and
who
has
paid
what.
• She
needs
a
system
that
tracks
receipts
of
payment
and
alerts
her
of
the
outstanding
amounts
that
need
to
be
paid
before
her
deadlines
so
she
can
chase
the
parents
responsible.
• She
is
stressed
about
the
admin
involved
and
;me
poor
so
needs
an
easy
system
that
is
proved
to
be
safe
for
the
parents
to
use.

7. 7
Persona research
‘Chub’,
27
Stag
night
organiser
• Single
and
ren8ng,
works
at
Foxtons
so
some
understanding
of
research
and
handling
money,
but
very
unorganised
outside
of
work.
• Wants
to
put
on
a
fantas8c
stag
do
for
his
best
friend
from
school,
so
heavy
personal
investment
in
making
the
en8re
experience
“the
best”
for
everyone
involved.
• Busy
job,
plus
he’s
unsure
of
his
organisa8onal
and
financial
skills.
He
wants
to
work
out
the
exci8ng
ac8vi8es
and
not
waste
8me
on
the
admin.
• Knows
some
of
the
people
coming
very
well,
and
some
not
well
at
all
-­‐
but
they’re
all
connected,
and
in
similar
situa8ons.
• Looking
for
something
that
will
“just
work”
with
the
minimum
input
from
him,
and
allow
everyone
to
focus
on
the
most
important
thing:
having
a
good
;me.

8. 8
Sales PLAN
The Present Market - Travel Booking Services Category - Comparison
The
Queries
for
Travel
Booking
Services
grew
by
12%
in
Q2
2013
and
it
drops
aaer
September/October
in
UK
Market.

9. 9
The Present Market - Travel Insurance Category - Comparison
The
Queries
grew
by
19%
in
Q2
2013
and
is
expected
to
follow
the
same
trend
and
expected
to
drops
from
September
in
UK
Market.

10. 10
The Present Market - Air Travel Category - Comparison
The
Queries
grew
by
10%
in
Q2
2013
and
is
expected
to
drop
off
from
October
in
UK
Market.

11. 11
Global Online Travel Sales
The
Europe
market
consists
of
main
countries
such
as
Spain,
France,
Italy,
UK,
Germany
and
Scandinavian
countries.
UK
has
46%
share
in
2010
which
is
approximately
$54
billion
and
tends
to
grow
steadily
till
2016.

12. 12
Customer Touch Points

13. 13
Lead Generation Focus
Ø PPC
Ø SEO
Ø Social
media
Ø Blogs
-­‐
Destination
sites,
Reviews
&
Testimonials
Ø YouTube
Channel
Ø Ad
Exchange
Ø Press
Releases
Ø Email
Newsletters
Ø SMS/Texting
Ø OfQline
-­‐
Print
Media
&
Billboards
etc.

14. 14
Additional Services to Attract
We
can
consider
to
offer
a
range
of
additional
products
including:
Ø car
rental
Ø insurance
Ø destination
activities
such
as
event
tickets
&
attractions.
Ø to
improvise
on
the
holistic
experience
of
the
customers.

15. 15
Benchmarking -Top 10 Websites For Holiday
Bookings in UK (2011)

16. 16
PHASE COSTS

17. 17
FULL COSTS / BUDGET

18. 18
Risks/Hazards
1.
Price
-­‐
The
search
for
lower
prices
was
a
constant
theme,
underlining
the
need
for
the
best
presentation
of
all
pricing
options.
The
focus
should
also
to
avoid
any
disparities
between
advertised
prices
and
those
found
on
the
sites
themselves.
2.
Site
functionality
-­‐
Access
to
time
saving
functionality
was
an
important
consideration,
whether
this
be
features
such
as
records
of
saved
searches
or
previous
bookings.
3.
On-­‐site
search
-­‐
Site
search
needs
to
be
able
to
cope
with
a
broad
range
of
uses,
from
the
Qirst
time
visitor
researching
destinations
through
to
a
converting
buyer
looking
for
speciQic
deals.
Search
functionality
needs
to
be
presented
accordingly.
4.
Product
description
-­‐
Information
about
travel
products,
including
text,
photos,
videos
and
reviews,
is
vital
in
the
purchase
process
and
so
ensuring
it
is
adequate
and
well
displayed
is
vital
to
retail
success.
5.
Additional
charges
-­‐
Whilst
EU
law
dictates
that
prices
must
now
be
displayed
with
all
additional
costs
included,
the
presentation
of
these
costs
is
still
a
consideration
for
many
consumers
and
optional
extra
charges
should
be
set
in
line
with
competitors.
6.
Navigation
-­‐
Complaints
around
navigation
focused
on
a
lack
of
basic
sorting
and
Qiltering
functionality,
enabling
consumers
to
home
in
on
the
holiday
of
their
preference
quickly
and
easily.
7.
Discounts/sales
-­‐
In
this
economic
climate
consumers
are
more
focused
than
ever
on
securing
the
best
price
for
a
holiday.
Last
minute
offers
or
dedicated
bargain
sections
are
sought
by
buyers,
along
with
loyalty
rewards
for
regular
customers.
8.
Errors
and
bugs
-­‐
Site
errors
not
only
cause
short
term
frustration,
they
can
permanently
damage
a
site's
reputation
with
buyers.
Simple
issues
such
as
browser
compatibility
can
completely
exclude
some
buyers
from
a
site.
9.
Speed
-­‐
The
slow
loading
of
pages,
and
particularly
of
search
results,
is
a
major
irritant
for
travel
buyers.
Given
that
most
buyers
will
be
looking
at
multiple
sites,
a
slow
loading
page
can
be
a
signiQicant
disincentive
to
purchase.
10.
Availability
-­‐
Users
become
frustrated
having
invested
the
time
into
searching
for
products
only
to
Qind
that
these
are
not
available
to
purchase.
Sites
need
to
ensure
that
unavailable
products
are
Qlagged
as
such
at
an
early
stage.

19. 19
Season FY1
Channel v Month > January February March April May June July August September October November December
Website
Launchrock page is
replaced with the MVP site.
Blog launches
Summer trips promo
Spring clean for summer
promo
Last-minute breaks
promo
Cheap September
deals promo
Site stays open for FY2 bookings, but no acquisition
activity is going on, just retention.
Emails & social channels switch to sharing and focusing on
trip content - UGC, editorial and curated content.
We want to stay in mind for the audience but without
running any campaigns. All this time is spent on planning
FY2.
Email Launchrock list email Weather focused email
Plan your
summer email
Spring clean for summer
email
Exams email
Last-minute breaks
email
UGC focused
email
Cheap September
deals email
Social Media
Channels launched - initially
Facebook, Twitter and
YouTube. Aspirational
content population.
Initial tranche of UGC
Heavy UGC, focus
on price for
September
getaways
PPC
First campaign live - focus
on relevant search via
AdWords and Bing Ads
Iterate Iterate
Iterate &
insights
Second campaign
live (30%)
Iterate
Third campaign live
(15%)
Affiliate
First round of deals
complete
First round of deals launch
Last-minute
getaway deals
complete
Last-minute getaway
deals launches
Cheap September
planning
Cheap September
deals launches
Partner sites
First round of deals
complete e.g. NUS, Student
Beans
First round of deals
complete
Cheap September
deals launches
Experiential Campus events
Campus events,
"Stay Behind" club
nights
Outdoor 70% budget campaign
30% budget
campaign
PR/press
"Holiday horror stories"
campaign goes live
"Trip tips" campaign
goes live
Full
FY1
marketing
schedule
details

20. 20
Season FY2
Channel v Month > January February March April May June July August September October November December
Website Summer trips promo
Spring clean for summer
promo
Last-minute breaks
promo
Cheap September
deals promo
Ski holidays promo
Christmas
promo
23rd Dec
onwards:
January breaks
email
Email Launchrock list email Weather focused email
Plan your
summer email
Spring clean for summer
email
Exams email
Last-minute breaks
email
Cheap September
deals email
Ski breaks email
Winter is
coming email
Christmas
getaways
email
January breaks
email
Social Media
Channels launched.
Aspirational content
population
"Sun" UGC sharing
Heavy UGC, focus
on price for
September
getaways
PPC Sun campaign live Iterate Iterate
Iterate &
insights
Last minute
campaign live
Iterate
Ski campaign
live
Iterate Iterate
Iterate &
insights
Affiliate Sun deals complete First round of deals launch
Last-minute
getaway deals
complete
Last-minute getaway
deals launches
Cheap September
planning
Cheap September
deals launches
Ski breaks
planning
Ski break
deals
launches
Partner sites Sun deals complete
First round of deals
complete
Last-minute
getaway deals
complete
Last-minute getaway
deals launches
Cheap September
planning
Cheap September
deals launches
Ski breaks
planning
Ski break
deals
launches
Experiential Campus events
Campus events,
"Stay Behind" club
nights
Freshers
events, "book
skiing with your
loan", ski club
deals
Outdoor Sun campaign live
Last-minute sun
campaign
Ski campaign
launches
PR/press "sun" campaign
"snow"
campaign
Full
FY2
marketing
schedule
details