1. go.local (SG Edition)
Travel Concierge
Team Member Names
Ho Yi Chuen
Lee Hsiao Wei (Sean)
Low Gin Shi
Balaji

2. Each year, millions are invested in Singapore tourism.
Tourists are still not getting a ‘local’ experience.

3. I’ve lived in Singapore for 3
years, I am only beginning to
discover the places.
- Clayton
Singapore is about the club
scene in Clarke Quay,
and shopping in Orchard.
There’s nothing unique here.
- Yudi

4. What tourists really looking for?
Tourists are looking for a local experience.
While there are plenty of well known attractions, they want
local-flavoured recommendations.
Local Experience = Unique Travel Experience

5. Travel agents, local day tours,
Extensive travel guides apps, guides and sites
Does not expose the “long tail”
of local experience.

6. .

7. .
From
official mega attractions to… …

8. .
Beaulieu House, Semb
awang Park
From St Patrick’s day 2012
official mega attractions to… … Singapore
Serendipitous local Experience

9. Contextual
crowd-sourced
itinerary
Location-based
recommendation
Ease of sharing
travel
experience via
social media

10. Experience in 3 easy steps

11. Nearby or Islandwide?

12. ‘Nearby’ Screen Flow

13. Review / Travel log creation screen flow

14. Crowd-sourced reviews

15. Local Event Notifications (Location-based)

16. Review / Travel log creation screen flow

17. Summary
POI Reviews Social-shared travel log Visitors
Local recommendations
Reduce resources
Preserving local culture
Support local businesses
content
Locals
-source
Crowd
Merchant Deals
Sponsored listings

18. Next Steps
What needs to happen to make this project a reality?
• Make available subsidized/sponsored mobile data access
• Build / leverage existing reviews of Places of Interests
• Strong incentive mechanism for locals to post reviews
Any partnerships or more data needed?
•Datasets required: OneMap Places of Interests data, One Map @ SG,
LTA Bus Stop Code and Locations, SMRT Bus Information and Routes,
SBS Transit Bus Information and Routes.
• Bank tie-ups for merchant deals
• Potential collaboration with STB

19. Credits & Contacts
Team lead
Name: Low Gin Shi
Number: 9146 8945
Email: futurist@rocketmail.com
Team members:
Ho Yi Chuen
Lee Hsiao Wei (Sean)
Balaji

21. Appendix

22. Next Steps
Development Timeline
Sign-off; Development
Launch of Launch of
Focus group (Application / Content Population /
“Go Where, “GoLocal –
research and Content Focus group testing
Singapore?” Singapore”
feasibility timeline Development)
Jul to Sep 2012 Oct to Dec 2012 Jan to Mar 2013 Apr to May 2013
Jun 2013
3 months 3 months 3 months 2 months

23. Competition
X
X
X

24. Market Sizing
Singapore
2011 Visitors Total: 13.1m Total: 5.1m
App usage
3G exposure at
45% x 70%
home and own smart
adoption in SG x 60%  50% phone
40%
> 2 days stay Pre-trip
x downloads
1 in every x conversion!
30% app last
group of 3 33%
month
x x
Share of 5%% Share of
20%
adoption adoption
Better experience
80k users 80k users
for 80k
Source: STB 2011, Nielsen 2011, go.local Team Analysis

25. Marketing Activities
• “How local are you?” Challenge
• Google Adwords and Contextual Targeting
• Airlines inflight magazines