Fichas
AIRBNB
Fichas del conjunto (31)
- 1What is airbnba web/mobile based startup that allows guests to book holidays rentals, provided by host users
- 2who are the foundersJoe Gabbia
Brian Chesky
Nathan Blecharczyk - 3What is airbnb's historyfounded airbedandbreakfast.com 2007
launched 2008
pivoted to airbnb 2009
launched iphone app - 1 mill users 2010
Ashton Kutcher invested 2011
Android app - 5 mill users 2012
10 mill users - 550K properties on site 2014 - 4What is their total equity funding$2.4 billion
8 rounds
32 investors - 5what social platforms are they onown website
iphone app
android app
ipad compatible
apple watch - 6how bit a market place have they created60 million guests
3400+ cities
Almost 200 countries - 7What is airbnb's value propositionHOSTS: A way to earn extra money by listing your spare race and renting it out - short term periods
GUESTS: stay in unique properties, cheaper than hotels and experience the place like a local rather than a tourist - 8Who are airbnb's competitorsHomeaway
Expedia
Marriott
Starwood - 9what is airbnb's position in this existing/resegmented market placethey exceed homeaway's listin volumes in most common locations: Europe, South America, Asia, Africa, Oceania
Matched in the Carribean
Only trailing in North America - 10How does airbnb's presence compare to homeaway's?airbnb have 1.5 mill listings in 190 countries
homeaway have 1 mill listings globally - 11How has the website platform enhanced customer segmentation?able to provide much more tailored offers to the guest customer segments, cookies tracking preferences (wish lists functionality also beneficial) which allows suggestions based on previous searches to be more relevant
- 12What media advertising do they use to "get" customersOnline Advertising - PPC ads, affiliate websites which drivers you to airbnb
Public relations - conferences and press events, presedential cereals - generate buzz, stay in the public eye
WOM - fantastic user experience is priority to generate buzz and hype both hosts and guests - 13what are their distribution channels?Dedicated Ecommerce
Mobile App - 14How are these channels usedthe platforms facilitate the peer to peer rental transaction with airbnb acting as the intermediary that brought the parties together
- 15What is their website likeit has a simple layout
not overcrowded
embracing
easy to navigate
instructions that dont obscure functionality
clear search bar
clear action buttons - 16what is their app likeit's replica of the website but more hierarchically organised to fit the mobile dimensions
accounts for 20% of the website traffic - 17How does the app drive website traffic?people wil browse on their phone using the app but are hesitant to carry out the transaction on their phone, instead they go to the website
generally within society mobile transactions are less widely accepted - 18is there anything that airbnb can do to reassure users?other than displaying associations with trusted transaction partners, they can't force transactions to occur through mobile
it is believed this resistance will dimish and mobile app usage will increase as mobile payments become more accepted - aided by growth of apple pay etc - 19is there anything questionable about the figure being 20%?YES
why is it such a large figure, you're driving a 1/5 of your own website traffic?
Suggests that they need to improve their online presence through their SEO strategy - 20why do they need to improve their SEO strategy?when this 20% no longer feels the need to pay through the website, the website will see an 20% fall in web traffic
they will want to recover this somehow to increase potential purchase transactions - 21What about the conversion rate being the true metric of success, not visitors to a site?this is true
but to convert people and improve conversion rate
you need traffic to convert
to get this traffic airbnb needs to improve their SEO strategy and increase their associations with words and links and titles - 22what is airbnb's conversion rate?5.97%
359K book a listing out of 6 million unique site visitors
could be improved - 23how can airbnb improve their conversion rateby improving their landing pages
while their home page and main navigation is well organised and clear
their landing page loops need improvement - 24what are the positives of airbnb's landing pagesthey calculate what hosts can earn if they were to rent their free space
offer deals e.g. $50 bonus
break down process into manageable chunks - not extensive
clear action button
offer $1 million host guarantee
include testimonials - 25How could airbnb improve their landing pages?more action button, one page dedicated to becoming a host but only one action button at top of page, have to scroll all the way back up
more testimonials, surely you have more than 3? have 4, optimise the web layout, and link to the rest to show you have even more - 26How could airbnb improve their landing pages?the "book now" page for treehouse category includes opportunities to book other types of places - private islands - these aren't relevant - too many good things in one place
- 27how can airbnb improve their landing pages?EMBED YOUR VIDEOS
some videos featured took you to youtube LEAVING THE SITE
this impacts conversion and gets in the way of the transaction, why would you take your customer to the movie when you're trying to make a sale of shoes - 28is the landing page clearly separated from the usual home page?no it's connected to the main navigation hierarchy and loop cycle, which makes it easy to tune out and not book something
- 29the host guarantee will be a convincing way to offer your spare room for rent thoughyes
but the large learn more link right beside the offer takes you away from the user activation, moving the customer up the conversion tunnel - 30what are airbnb's revenue streams?they are based on an intermediation model
1. commission from property owner, 10% fee upon every booking completed on the platform
2. transaction fee from guests, 3% charge on every confirmed booking - 31is this sustainable?yes and compared to competitors it is in favour of the users
but it is subject to threat of users taking the transaction outside of the airbnb platform
need to position themselves as a way for the two user sides to not be ripped off by their transaction peer - the preferred method of conducting the transaction
Información
- Descripción
- Second Year (CASE STUDIES) Entrepreneurship Fichas sobre AIRBNB, creado por Alex Millar el 04/06/2016.
- Creado por
- Alex Millar
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