3. Original Pitch
A freemium travel concierge service that provides real-time
recommendations and advice for travelers during the trip.
4. Hypothesis 1
Assumption to test
• Travelerswould use a
service that provides • Greater comfort speaking to a
real-time advice human being than using an
from local experts app or tool when looking for
over apps, random locals, advice
etc.
5. Experiment
• Saturday morning
• Distribute
flyers to
tourists downtown
• Provide
recommendations to
tourists who convert
6. Results and Lessons Learned
• One customer used • Customers weren t sure
the service for lunch in what to ask—“plans for
Soho
tonight” too broad,
ambiguous
• Others(17) confirmed
human preference • To
simplify customer
hypothesis in education, focus on
interviews
restaurants and nightlife
7. Pivot: Hypothesis 2, Part 1
Assumptions
• Travelers would text/
tweet restaurant • Travelers
needed help finding
and nightlife restaurants and nightlife
requests to an expert on the fly
advisor able to respond
in 5 min or less with • Matching
competitors in terms of
recommendations on time will enable switching
how to eat and drink like
a local
10. Results and Lessons Learned
• Of ~100 flyers distributed, 25 • Focusmarketing efforts on
travelers said they would be word of mouth, targeting
interested in the service, with international travelers
particular interest expressed
by international • Relyon SMS to ensure
travelers
compatibility with intern l
traveler needs
• In
interviews, travelers said
word of mouth marketing
would be crucial to winning
their trust
11. Hypothesis 2, Part 2
Assumptions to test
• Travelers would text
restaurant and • Travelers don t plan where
nightlife requests to they ll eat and drink in advance
an expert advisor able to
respond in 5 min or less look for local
• Travelers
with recommendations expertise when it comes to
on how to eat and drink restaurants and nightlife
like a local
13. Results and Lessons Learned
• Only 21% of respondents
plan restaurant destinations in
detail in advance of their trip;
0% plan nightlife destinations
in detail in advance
Assumptions confirmed
• 68% research restaurants &
nightlife during their trip by
talking with local professionals
(concierges, etc.) and 53%
talk with locals they
encounter on the street
14. Hypothesis 2, Part 3
Assumptions to test
• Travelers would text
restaurant and • Tripo!local experts can offer
nightlife requests to higher quality
an expert advisor able to recommendations than
respond in 5 min or less competitors such as Yelp, random
with recommendations local experts, etc., in a
on how to eat and drink competitive time frame
like a local
15. Experiment
10:42 PM 10:36 PM
Which part of Brooklyn?
River Deli on Joralemon
romantic italian
in Bklyn Heights has
restaurant in brooklyn
great homemade pasta.
my wife's a vegetarian Or Locanda Vini e Olii in
Clinton Hill is also great.
10:37 PM 10:41 PM 10:42 PM
Tommaso Restaurant at
1464 86th St (old school)
or Villabate-Alba (less
bensonhurst Thanks
expensive) at 7001
Eighteenth Ave, both have
veg options
16. Experiment
Best Burger place near
Grand Central
Patroon
Burger King Black Shack Burger Burger Heaven
(69 sec) (115 sec) (110 sec for 2)
17. Experiment
OMG! My
10:00 PM favorite place!
Im at 84th and
Amsterdam. Im looking
for a Italian restaurant
that isnt too expensive
for a romantic date.
10:02 PM
You'd love Celeste on Amsterdam
near 84th -- pizza in a wood-fired
oven. Or a few blocks away -
Salumeria Rosi Parmacotto, 73rd and
Amsterdam
18. Results and Lessons Learned
• In
shootouts, Tripo! matched
competitors time and • Assumption confirmed
exceeded competitors quality
19. Hypothesis 3
Assumptions to test
• Travelerswould pay
for an app that • Travelers would pay $1.99 for
provides them with a weekend of unlimited access
access (via SMS) to a to Tripo! or $4.99 for a
local expert advisor able month of access
to respond to restaurant
and nightlife requests in • A free weekend would entice
less than 5 min
travelers to try the service
21. Results and Lessons Learned
• Conversion rate of 11% • Travelersare willing to pay for
(5 sign-ups out of 44 visitors, expert, real-time advice
ran test for 2 hours)
• Need to further explore price
• One customer interview points, business models
yielded price point of $10/
question for high-quality
service
22. Learning Summary
Interested in real- Value proposition Travelers do not Real-time advice Travelers are
time advice from a better understood plan for restaurant from experts willing to pay for
local expert
when limited to and nightlife
provide better service
restaurants and quality results
nightlife
23. Looking ahead
Customer validation = customer acquisition
Customer validation = scalable business model
Customer validation = product-market fit
