HotelASP - Lessons Learned #1

1. SUMMER OF STARTUPS
Lessons Learned nº 1
(Nº 29 – HotelASP.com)
Email: fabricadestartups@gmail.com
www.fabricadestartups.com

2. Direitos de Autor
• A metodologia FastStart e a organização do
Bootcamp do Summer of Startups é da
responsabilidade da Fábrica de Startups S.A.
detendo esta empresa todos os direitos de
autor e de propriedade intelectual.
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3. Team Members
Marketing TBA
Digital Marketing,
& Sales Hotel Marketing, Sales and Support
Miguel Ribeiro
Hotel Operations
Operations http://www.linkedin.com/profile/view?id=1401522
TBA
Design Web Design, Software Usability,
Brand, Communication, Sales and Support
Miguel Ribeiro
IT IT, Sales and Support
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4. Business Idea
Sales Operations
Marketing
Guest
• The HotelASP is a service to improve the marketing, sales and operations of small hotels and
establishments offering accommodation or lodging.
• It provides self-service hotel digital marketing integrated with real time hotel sales and operations. All in
one place.
• It offers a one stop shop to the accommodation or lodging manager that need:
– Marketing : Web site SEO friendly, AdWords Campaigns, Email campaigns;
– Sales : Direct booking, discount engine;
– Operations : Property management or channel management.
• It's self-service, integrated, convenient, fast, simple and affordable.
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5. Business Model
HotelASP MR v1.0
Communication, Brand &
Design Agency
Tela do Modelo de Negócio
Digital Marketing Provide self-service hotel digital
marketing integrated with real time Self-Service & Automated Services
S1 – Micro Hotel
Managers
Design & Usability hotel sales and operations. All in one ≤ 4 Employees
IT Cloud Ready
place. Learning “How to Configure & Use”
Booking hubs Sales CRM using Videos, Manuals & FAQs
Offer ONE-STOP-SHOP TOOL for the
Channel management Support CRM property manager that includes: Support by
partner providers
MARKETING 1. Videos, Manuals & FAQs S2 – Small Hotel
#1 – AdWords Campaigns 2. Community, Forums and Social Networks
#2 – Email Campaigns
Managers
Cloud Software Platform 3. Email and Chat
#3 – Hotel Web site (SEO Ready) < 20 Employees
Payment provider 4. Premium Support Services
Development SALES IT Cloud Ready
(PayPal) #4- Direct booking
#5- Discounts Engine News letters
OPERATIONS
#6 - Property Management System
Local Partners – #7 - Channel management
For presencial or very Country Markets
customizable services (e.g. Web Integrated (7 tools in 1) Search Engines with strong tourism
Team industry, IT &
design, data migration, etc) Make the life of the hotel manager simpler and Keyword Matching
happier. More free time. Less risk. Simplify the use T&H communication
of technology (Tourism & Hospitality ) infrastructure, IT cloud
Cloud Platform
Journals & readiness, english or
Convenient Website
Magazines portuguese spoken.
Self-service from anywhere at anytime.
Hosting No maintenance. #1 – Portugal
Email Campaigns T&H #2 – United States
Designed (to be Simple and Fast) #3 – Brazil
Designed for the “no-time to waste” and multi- Associations #4 – United Kingdom
tasker property manager #5 – Australia
T&H
#6 – Rest of the World
Websites, Foruns &
Affordable Communities T&H
Free services and premium services with flexible Fairs
(fixed and variable) pricing based on pay per usage
Market  Acquisition = 20%
Acquisition  Activation = 20%
Hosting Software Services (Direct Revenue) Support Services
Team Salaries Fixed Pricing Direct Revenue Activation  Retention = 20%
70 € per Month #1 – Support by Telephone, Skype, SMS
(fixed fee per year) Retention  Revenue = 25%
Variable Pricing (Pay per Usage) Churn Rate of 20% (1 in 5)
Digital Office rent & Local IT #1 – Extra Direct Booking Commission (1% of booking) Indirect Revenue (By Local Partners)
Marketing infrastructure #2 – Extra Accounting Documents (0.2 € per doc.) #2 – Web Design
(blog.hotelasp.com) #3 – Extra Emails (0.05 € per doc.) #3 – Presencial Formation
#4 – Data Migration 4
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6. Market Size
World Market
504.345 IT Cloud Ready
Micro & Small Hotels
(less than 20 employees)
Market Size HotelASP
Nº of Hotels Nº of Hotels
68%
78%
20%
1 in 5 1 in 5 1 in 4
643.903 504.345 Acquired Activated Retained Revenue
940.203 Micro & Small IT Cloud Ready
Hotels Hotels 100.869 20.174 4.035 1.009
M&S Hotels
(< 20 emp.)
54% 10.7% 2.1% 0.4% 0.1%
68%
100%
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7. Top 3 Hypothesis
for Segments 1 and 2
S1 225.477 Micro Property Managers S2 278.869 Small Property Managers
≤ 4 Employees < 20 Employees
Hypothesis Tests Validations
VP1 : Hotel Digital Marketing VP1 : Hotel Digital Marketing VP1 : Hotel Digital Marketing
Interview 10 people and survey 1.000 people
More than 80% of the interviewed are willing
Provide a self-service, integrated and real- to use the service
time hotel digital marketing service to Are you willing to use a self-
promote rooms in Google AdWords service, integrated and real-time service to
More than 70% of the answered surveys are
promote your available rooms in Google
willing to use the service
AdWords
VP2 : Hotel Digital Marketing VP2 : Hotel Digital Marketing VP2 : Hotel Digital Marketing
More than 80% of the interviewed are willing
Interview 10 people and survey 1.000 people
Provide a self-service and integrated hotel to use the service
digital marketing service to promote rooms
via Email Campaigns Are you willing to use integrated Email
More than 70% of the answered surveys are
Campaigns to send promotion vouchers
willing to use the service
CR1 : Self-Service Cloud Software CR1 : Self-Service Cloud Software CR1 : Self-Service Cloud Software
Interview 10 people and survey 1.000 people More than 80% of the interviewed are willing
to use the service
Are you willing to configure and use an
Provide a self-service cloud software online software service without any
presencial support and only with access to More than 70% of the answered surveys are
Videos, FAQs and Manuals. willing to use the service
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8. Tasks Done
• Business Model v1.0;
• Market Size;
• Team Competences.
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9. Lessons Learned
• Understand your blue ocean strategy and constantly adapt your value
proposition
• Know your market very well and be ready to explain and proof every piece
of information. Focus in a bottom-up approach.
• To provide cloud software services you need a big market, which
sometimes is difficult in B2B.
• To succeed you need a team that has a strong strategic fit between their
skills and the business value proposition. Your team skill competences
must match your business key success factors.
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10. Next Steps
• Business hypothesis list;
• Customer persona and empathy maps;
• Interview script;
• Survey script.
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