MakeMyDream

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

2. Company Snapshot LAST WEEK • 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?

3. Progress Update and Next Steps • 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

4. CUSTOMER FINDINGS • 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 • Liked social aspect of design • Would like to share travel plans with friends Supportive • 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? Non-Supportive Outside of Middle-East Middle-East

5. CUSTOMER FINDINGS

6. CUSTOMER FINDINGS • 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 • Liked social aspect of design • Would like to share travel plans with friends Supportive • 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? Non-Supportive Outside of Middle-East Middle-East

7. How we ramp up? Based on Customer need 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 This is ELIKA, an ex-pat student living in the US MEGH HUNG AL HASSAN ELIKA

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

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

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

11. 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 Airlines Website ELIKA

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 USB Email Cloud sharing Social network

14. THIS PROCESS IS • SLOW • UNPLEASURABLE • UNSOCIAL

15. WHAT IF …

16. A place where all these information and tools available all in one place 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 … Price Schedule ELIKA Activities Restaurants Travel Agents A place where social influence is the key to find trending places Airlines Hotels

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

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

19. Customer Acquisition Customer Retention Product Dev Relationship with key partners Sourcing deals A/B testing 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 Social Networks Travel Publications Hotels Business Schools Travel agents Airlines Events Deal listings Car rentals Promotion State Tourism Conventions (CES) Easy and pleasurable trip planning Best inventory Convenient Experiential UI Lowest price Multiple options Best Actionable deals Relevant locations Create a Community Social Validation Word of Mouth Social Media Web and mail Advertising Referrals Customer call centers Magazines Market understanding Human Capital Relationship with partners Percentage of booking costs Percentage of hotel/package (s) Advertising revenues Event of the month Exclusive partnership with events Human Capital Product Development Advertising costs Maintaining relationships Refunds

20. CUSTOMER FLOW Word of Mouth Earlyvangelists Facebookc Word of Mouth Social Calendar Social Planning, Sharing, Reviews Facebook Make My Dream Experience Customer (Intro+Extro verts) Make My Dream Bookings Hotels Airlines Itineraries Deals 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