1. Team: Al-Hassan Hleileh | Elika Mahdavi | Hung Le | Meghbartma Gautam Mentors: Ethan Kurzweil | Alan Chiu MakeMyDream

2. Company Snapshot  Hypothesis Last Week:  Wanted to create one single portal for all travel needs in the middle-east  Hotels, Flight, Car Rental, Packages  This company would take best practices from existing travel sites with a focus on influentials – earlyvangelists to ramp up  You asked :  Why Middle-East?  Why online travel?  What’s the value-add? LAST WEEK

3.  We talked to 20 potential customers  Confirmed our hypothesis of market attractiveness (greenfield market - limited competition and attractive) in Middle East  Confirmed customers’ interest in social end-to- end experience  We did further competitive analysis on market attractiveness  Considered opportunity in US market  Confirmed market sizing hypothesis in Middle East  Pivoted around social experience  The Middle Easts travel booking portal with a ramp up focused on influential who want easy and pleasurable trip planning.  Get feedback from 42 customers on the calendar and web app PROGRESS UPDATE AND NEXT STEPS

4. CUSTOMER FINDINGS Outside of Middle-EastMiddle-East Supportive Non-Supportive Liked social aspect of design Would like to share travel plans with friends Price sensitive Not comfortable sharing travel plans online Trust Expedia enough if booking online outside of middle-east Use trusted travel-agencies for inside middle-east Need convincing on value-add Would this be for people traveling to the middle-east? Or for middle-easterns making their own travel plans outside of the region? Price sensitive Need to see correlation with trusted publications High reference with friends/SO Willing to pay ~20% premium to remain with friend while traveling Convenience of planning

5. CUSTOMER FINDINGS

6. Outside of Middle-EastMiddle-East Supportive Non-Supportive Liked social aspect of design Would like to share travel plans with friends Price sensitive Not comfortable sharing travel plans online Trust Expedia enough if booking online outside of middle-east Use trusted travel-agencies for inside middle-east Need convincing on value-add Would this be for people traveling to the middle-east? Or for middle-easterns making their own travel plans outside of the region? Price sensitive Need to see correlation with trusted publications High reference with friends/SO Willing to pay ~20% premium to remain with friend while traveling Convenience of planning

7. ELIKA This is ELIKA, an ex-pat student living in the US AL HASSAN AL HASSAN HUNG MEGH These are ELIKA’s friends, AL, HUNG, and MEGH who are travelling with ELIKA to Jordan ELIKA wants to make a memorable trip to Jordan with her friends How we ramp up? Based on Customer need

8. ELIKA There are many factors for ELIKA to decide all these itineraries Price Activities Restaurants Schedule ELIKA is in charge of booking hotels, flights, and finding where to go

9. ELIKA In order to do this, ELIKA has to perform MANY MANY research for WEEKS Internet Book & Magazines Reading reviews from whom she doesn’t know Hearing experiences of people much different from her Not knowing what is the hip places in her social circle

10. To make thing worse, ELIKA also has to balance interest of the entire group AL HASSAN AL HASSAN HUNG MEGH I want Museum I want Hiking I want Sightseeing I don’t like that Restaurant I hate that Museum I would love to try that Restaurant ELIKA

11. Airlines Website Finally, ELIKA has to do her booking through so MANY DIFFERENT CHANNELS … that it is so unpleasant to not want to do it again Hotels Travel Agents

12. It’s not the end yet. When the group is there, they take a lot of Photos … … but on different Cameras

13. So when it comes to sharing after the trip, it’s a PAIN Email USB Cloud sharing Social network

14. THIS PROCESS IS SLOW UNPLEASURABLE UNSOCIAL

15. WHAT IF …

16. ELIKA A place where all these information and tools available all in one place Price Activities Restaurants Schedule A place where you have recommendations from your friends who have been to that place A place where you can find interest from similar peers, e.g. college students, recent grads in high-tech industries … A place where social influence is the key to find trending places Airlines Hotels Travel Agents

17. … Recommend … Current itinerary Remove Megh: I love this Considering places … Hung: not sure … … Al: probably take a day … Elika: … …. … Add SOCIAL PLANNING EXPERIENCE

18. Photos from trip … Published album … SOCIAL SHARING EXPERIENCE

19. Social Networks Travel Publications Hotels Business Schools Travel agents Airlines Events Deal listings Car rentals Promotion State Tourism Conventions (CES) Customer Acquisition Customer Retention Product Dev Relationship with key partners Sourcing deals A/B testing Market understanding Human Capital Relationship with partners Easy and pleasurable trip planning Best inventory Convenient Experiential UI Lowest price Multiple options Best Actionable deals Relevant locations Create a Community Social Validation Trusted relationships Successful partnerships Events (Parties!) Brand awareness/ identification Pilots Cross pollination Young and the affluent High Disposable incomes Willing to explore Young and single Divergent origins, same destinations Social media savvy Young couples Trendsetting behavior Young families Best education for kids Cultural experience Trendy destinations Word of Mouth Social Media Web and mail Advertising Referrals Customer call centers Magazines Human Capital Product Development Advertising costs Maintaining relationships Refunds Percentage of booking costs Percentage of hotel/package (s) Advertising revenues Event of the month Exclusive partnership with events

20. Earlyvangelists Make My Dream Make My Dream Experience Customer ( Intro+Extro verts ) Word of Mouth Facebookc Deals Hotels AirlinesItineraries Influencers – Their opinion counts. May not be economically involved Customer – Divided into 2 – the introverts and the extroverts. Extroverts – Seek convenience Introverts – Laggards and will follow majority CUSTOMER FLOW Social Planning, Sharing, Reviews Bookings Word of Mouth Facebook Social Calendar