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                    tU   pN
             Star
       elr @
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                                      Angelo Penone
CONCEPT



      “The project aims to realize a service
      that follows and supports travelers
      during the entire experience cycle
      in an uniform way, through opportunities
      that Internet and new tecnology provide”




                                                 2/30
EXPERIENCE’s CYCLE


                                     planning
                                  Collaborazione con altri utenti per la pianificazione
                                  Accesso a contenuti aggregabili da più sorgenti




                                                                                 travel
                                                                                 Disponibilità del piano di
                                                                                   viaggio sul proprio cellulare,
                                                                                     condivisione dell’esperienza
             remember
                                                                                       in tempo reale attraverso
   Condivisione attraverso testi e media
   dell’intera esperienza                                                                dispositivi mobili




                                                  Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli

                                                                                                              3/30
POSITION / EXPERIENCE’s CYCLE




 research > planning > booking   leaving > experience > return   remember > sharing

     preparation                          travel                        remember




                                                                                      4/30
COMPETITOR




                     Social Network/forum   Guide cartacee e
Agenzie di Viaggio   sul turismo            riviste di settore


expedia.com          tripadvisor.com        Lonelyplanet
edreams.com          realtourist.com        Guida michelin
lastminutes.com      turistipercaso.it
booking.com




                                                                 5/30
MERCATO / Segmenti di mercato




                           (expedia,
             17-18   1%    worldnomads)
                                          Universitari


    19-29            60%                  Viaggiatori per lavoro

          30-49      30%
                                          Pensionati
             50+     9%




                                                                   6/30
MERCATO / Canali di distribuzione




  Motori di ricerca   Social Network          Universitari
  Social network      MKT virale mirato su    Viaggiatori per lavoro
                      blog
  Blogger                                     Pensionati
                      API da social network
  Forum tematici
                      per status update
  Free press
                      ALERT per su update
  Quotidiani          ricerche salvate
  Stampa turismo
  Stampa internet




                                                                  7/30
RISORSE NECESSARIE / COMPETENZE MANAGEMENT



                   Economia del Turismo
                   Esperto Comunicazione di Massa
                   Viaggiatore
                   Interaction designer


                   Esperto di comunicazione


                   Sviluppatori web




                                                    8/30
RISORSE NECESSARIE / PARTNERSHIP ESTERNE




                     Agenzie di settore


       Comunità associazioni di volontariato e proloco


                     Freepress / stampa




                                                         9/30
RICAVI vs COSTI / STRUTTURE DEI RICAVI




Affiliate Model            Advertising Model/1           Advertising Model/2            Subscription Model

Some examples of website   •   Google Adsense            Some possible clients that     User pro:
that provide affiliation                                 can be interested to publish
                           •   AdBrite                                                  •   service in “white label” way
system                                                   advertise on our pages:
                           •   Bidvertiser                                              •   pages without advertising
•   Booking.com
                           •   Chitika                                                  •   personalise our own pages
•   Expedia.com                                           • Transport company
                           •   AdToll
•   Venere.com                                            • Local institute
                           •   Exit Junction                                            (agenzie di viaggio, proloco)
•   Hotels.com                                            • State tourism institute
                           •   Yahoo Publisher Network
                                                          • Event promoters
                           •   Target Point
                                                          • Hotels chain
                           •   Fastclick
                                                          • Company that provide
                           •   TradeDoubler                 services connected to
                                                            tourims
                           •   Zanox
                                                          • Agency
                                                          • Tour operator
                                                          (prodotti collegati: canon,
                                                             nikon...)


                                                                                                                   10/30
RICAVI vs COSTI / STRUTTURE DEI RICAVI




         1° anno   Marketing settoriale
         2° anno   Agenzie di viaggio e proloco
         3° anno   Sport estremi
         4° anno   Avventure nel mondo e eventi sportivi (mondiali, olimpiadi)
                   Vacanze studio e turismo religioso


                   Utenza dopo il 4° anno: 600.000
                   Ricavi fine 4° anno: €3.300.000




                                                                                 11/30
RICAVI vs COSTI / STRUTTURE DEI COSTI




                Apertura società
                Spese di gestione
                Infrastruttura tecnica
                Affitto + utility
                Risorse umane
                Marketing e redazione


                Costo medio: € 400.000/anno




                                              12/30
Svilupp
                                                                                              ato dur
                                                                                                      ante


    RICAVI vs COSTI / BREAK-EVEN
                                                                                        Torino
                                                                                               2009

mila €

 3000




 2000




 1000




                             12               24                 36      4° anno                 48 mesi
                  1° anno          2° anno            3° anno
totali annuali     30.000          160.000            350.000            600.000
spese annuali    305.000 €        355.000 €         405.000 €          505.000 €
ricavi annuali    66.000 €        550.000 €        1.440.000 €        3.300.000 €


                                                                                              13/30
travel costumer journey
                  project
                Attention
                         this prese
                                    ntation
                    contains
                             spoilers!
CUSTUMER JOURNEY

                                 John           Needs
                                       Lock
                                53 y        e
                                     ears       Research
                                          old
                                                Registration
                                                Plan the trip


                                                Collect memory


                                                Back/Syncronize
                                                Share knowledge


                                                Trip inspiration


He would like to visit a place again…

                                                                15/30
CUSTUMER JOURNEY

                 Needs
                 Research
                 Registration
                 Plan the trip


                 Collect memory


                 Back/Syncronize
                 Share knowledge


                 Trip inspiration


...The Island!
                                 16/30
CUSTUMER JOURNEY

                        Needs
                        Research
                        Registration
                        Plan the trip


                        Collect memory


                        Back/Syncronize
                        Share knowledge


                        Trip inspiration


John checks on google
                                        17/30
CUSTUMER JOURNEY

                                     Needs
                                     Research
                                     Registration
                                     Plan the trip


                                     Collect memory


                                     Back/Syncronize
                                     Share knowledge


                                     Trip inspiration


...and he finds a page on Travelr!
                                                     18/30
CUSTUMER JOURNEY

                             Needs
                             Research
                             Registration
                             Plan the trip


                             Collect memory


                             Back/Syncronize
                             Share knowledge


                             Trip inspiration


John enlarges the research
                                             19/30
CUSTUMER JOURNEY

                                          Needs
                                          Research
                                          Registration
                                          Plan the trip


                                          Collect memory


                                          Back/Syncronize
                                          Share knowledge


                                          Trip inspiration


He finds many reviewed places connected
                                                          20/30
CUSTUMER JOURNEY

                      Needs
                      Research
                      Registration
                      Plan the trip


                      Collect memory


                      Back/Syncronize
                      Share knowledge


                      Trip inspiration


...and also a Guide
                                      21/30
He writes his mail and his
                   preferred nick name, that’s all
                                                     CUSTUMER JOURNEY

                                                     Needs
                   He receives immediatly            Research
                   the confirmation mail with the    Registration
                   password.                         Plan the trip


                                                     Collect memory


                                                     Back/Syncronize
                                                     Share knowledge


                                                     Trip inspiration



So registration!
                                                                     22/30
He is happy about all stuff he found
and he starts to create a travel.

1. Pick out a name

2. set the privacy level as public,
                                                   CUSTUMER JOURNEY
3. set the join system as “by admin approvation”
                                               ,
                                                   Needs
4. set the basic “data”
                      ,
                                                   Research
5. and he save it all!                             Registration
                                                   Plan the trip


                                                   Collect memory


                                                   Back/Syncronize
                                                   Share knowledge


                                                   Trip inspiration


...now he creates a travel.
                                                                   23/30
CUSTUMER JOURNEY
                   He is looking for some travel mate
                                                                    Needs
                                                                    Research

                   PS: Before the departure 6 people join           Registration
                                                                    Plan the trip
                   this trip: Jack, Kate, Jin, Ben, Sayid, Hurley

                                                                    Collect memory


                                                                    Back/Syncronize
                   Now he can start to plan!                        Share knowledge


                                                                    Trip inspiration


John is looking for interested travelrs
                                                                                    24/30
CUSTUMER JOURNEY

                                      Needs
                                      Research
                                      Registration
                                      Plan the trip


                                      Collect memory


                                      Back/Syncronize
                                      Share knowledge


                                      Trip inspiration


Let’s plan.... synchronise calendar
                                                      25/30
CUSTUMER JOURNEY
                 Lostipedia
                                         Needs
                                         Research
                                         Registration
                                         Plan the trip


                                         Collect memory


                                         Back/Syncronize
                                         Share knowledge


                                         Trip inspiration


John and his travelmates select places
                                                         26/30
CUSTUMER JOURNEY

                              Needs
                              Research
                              Registration
                              Plan the trip


                              Collect memory


                              Back/Syncronize
                              Share knowledge


                              Trip inspiration


John downloads the schedule
                                              27/30
CUSTUMER JOURNEY

               Needs
               Research
               Registration
               Plan the trip


               Collect memory


               Back/Syncronize
               Share knowledge


               Trip inspiration


Let’s travel
                               28/30
CUSTUMER JOURNEY

                           Needs
                           Research
                           Registration
                           Plan the trip


                           Collect memory


                           Back/Syncronize
                           Share knowledge


                           Trip inspiration


John takes some pictures
                                           29/30
CUSTUMER JOURNEY

                    Needs
                    Research
                    Registration
                    Plan the trip


                    Collect memory


                    Back/Syncronize
                    Share knowledge


                    Trip inspiration


...and some notes
                                    30/30
Every notes, video, Pictures
              are geotagged (latitude and longitude)


                                                       CUSTUMER JOURNEY

                                                       Needs
                                                       Research
                                                       Registration
                                                       Plan the trip


                                                       Collect memory


                                                       Back/Syncronize
                                                       Share knowledge


                                                       Trip inspiration


by his own mobile phone
                                                                       31/30
CUSTUMER JOURNEY

            Needs
            Research
            Registration
            Plan the trip


            Collect memory


            Back/Syncronize
            Share knowledge


            Trip inspiration


Come back
                            32/30
When he comes back, John synchronizes all
acquired information with the online’s one.




                                                              CUSTUMER JOURNEY

                                                              Needs
                                                              Research
                                                              Registration
                                                              Plan the trip


                                                              Collect memory


                                                              Back/Syncronize
                                                              Share knowledge
Other participants do the same with their mobile phone or
directly on the website, writing report or uploading stuff.
                                                              Trip inspiration


John syncronizes the acquired knowledge
                                                                              33/30
CUSTUMER JOURNEY

                           Needs
                           Research
                           Registration
                           Plan the trip


                           Collect memory


                           Back/Syncronize
                           Share knowledge


                           Trip inspiration


Travel page is archivied
                                           34/30
And another user is already reading that page.
He is thinking “I want to do the same trip!”


                                                           CUSTUMER JOURNEY

                                                           Needs
                                                           Research
                                                           Registration
                                                           Plan the trip


                                                           Collect memory
                                      Char
                                           les W
                                     72 y        idmo
                                          ears        re   Back/Syncronize
                                               old
                                                           Share knowledge


                                                           Trip inspiration


A new travel experience can raise!
                                                                           35/30
Sharing
knowledge




                            36/30
            alessandro silipo (Flickr)
Collaboration




           37/30
Por
      tab
            ility




                    Littlecateye (Flickr)
                               38/30
Pe   tri
                                                                                 d ro
                                                                      es   san
                                                                 | Al
                                                            iele
                                                    lla Dan
                                              a rce
                                          | M
                               Fin o t to
                          hele
             da ri |
                     M ic                                        Thank you
     te o No
M at       han
                ks


                                                  Questions?
               t
        cial
  Spe




                                                                  site: www.travelr.it
                                                             mysite: www.angelopenone.it
                                                               email: angelo.penone@gmail.com




                   2003                                                      2008                            2009




    www.theparks.it                                            www.parkr.info
                                                                                                 Travelr!
                                                                                                    www.travelr.it

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Travelr @ Startup Night

  • 1. ig ht tU pN Star elr @ t r av Angelo Penone
  • 2. CONCEPT “The project aims to realize a service that follows and supports travelers during the entire experience cycle in an uniform way, through opportunities that Internet and new tecnology provide” 2/30
  • 3. EXPERIENCE’s CYCLE planning Collaborazione con altri utenti per la pianificazione Accesso a contenuti aggregabili da più sorgenti travel Disponibilità del piano di viaggio sul proprio cellulare, condivisione dell’esperienza remember in tempo reale attraverso Condivisione attraverso testi e media dell’intera esperienza dispositivi mobili Source: “Il ciclo dell’esperienza” by Gianluca Brugnoli 3/30
  • 4. POSITION / EXPERIENCE’s CYCLE research > planning > booking leaving > experience > return remember > sharing preparation travel remember 4/30
  • 5. COMPETITOR Social Network/forum Guide cartacee e Agenzie di Viaggio sul turismo riviste di settore expedia.com tripadvisor.com Lonelyplanet edreams.com realtourist.com Guida michelin lastminutes.com turistipercaso.it booking.com 5/30
  • 6. MERCATO / Segmenti di mercato (expedia, 17-18 1% worldnomads) Universitari 19-29 60% Viaggiatori per lavoro 30-49 30% Pensionati 50+ 9% 6/30
  • 7. MERCATO / Canali di distribuzione Motori di ricerca Social Network Universitari Social network MKT virale mirato su Viaggiatori per lavoro blog Blogger Pensionati API da social network Forum tematici per status update Free press ALERT per su update Quotidiani ricerche salvate Stampa turismo Stampa internet 7/30
  • 8. RISORSE NECESSARIE / COMPETENZE MANAGEMENT Economia del Turismo Esperto Comunicazione di Massa Viaggiatore Interaction designer Esperto di comunicazione Sviluppatori web 8/30
  • 9. RISORSE NECESSARIE / PARTNERSHIP ESTERNE Agenzie di settore Comunità associazioni di volontariato e proloco Freepress / stampa 9/30
  • 10. RICAVI vs COSTI / STRUTTURE DEI RICAVI Affiliate Model Advertising Model/1 Advertising Model/2 Subscription Model Some examples of website • Google Adsense Some possible clients that User pro: that provide affiliation can be interested to publish • AdBrite • service in “white label” way system advertise on our pages: • Bidvertiser • pages without advertising • Booking.com • Chitika • personalise our own pages • Expedia.com • Transport company • AdToll • Venere.com • Local institute • Exit Junction (agenzie di viaggio, proloco) • Hotels.com • State tourism institute • Yahoo Publisher Network • Event promoters • Target Point • Hotels chain • Fastclick • Company that provide • TradeDoubler services connected to tourims • Zanox • Agency • Tour operator (prodotti collegati: canon, nikon...) 10/30
  • 11. RICAVI vs COSTI / STRUTTURE DEI RICAVI 1° anno Marketing settoriale 2° anno Agenzie di viaggio e proloco 3° anno Sport estremi 4° anno Avventure nel mondo e eventi sportivi (mondiali, olimpiadi) Vacanze studio e turismo religioso Utenza dopo il 4° anno: 600.000 Ricavi fine 4° anno: €3.300.000 11/30
  • 12. RICAVI vs COSTI / STRUTTURE DEI COSTI Apertura società Spese di gestione Infrastruttura tecnica Affitto + utility Risorse umane Marketing e redazione Costo medio: € 400.000/anno 12/30
  • 13. Svilupp ato dur ante RICAVI vs COSTI / BREAK-EVEN Torino 2009 mila € 3000 2000 1000 12 24 36 4° anno 48 mesi 1° anno 2° anno 3° anno totali annuali 30.000 160.000 350.000 600.000 spese annuali 305.000 € 355.000 € 405.000 € 505.000 € ricavi annuali 66.000 € 550.000 € 1.440.000 € 3.300.000 € 13/30
  • 14. travel costumer journey project Attention this prese ntation contains spoilers!
  • 15. CUSTUMER JOURNEY John Needs Lock 53 y e ears Research old Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration He would like to visit a place again… 15/30
  • 16. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...The Island! 16/30
  • 17. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John checks on google 17/30
  • 18. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...and he finds a page on Travelr! 18/30
  • 19. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John enlarges the research 19/30
  • 20. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration He finds many reviewed places connected 20/30
  • 21. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...and also a Guide 21/30
  • 22. He writes his mail and his preferred nick name, that’s all CUSTUMER JOURNEY Needs He receives immediatly Research the confirmation mail with the Registration password. Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration So registration! 22/30
  • 23. He is happy about all stuff he found and he starts to create a travel. 1. Pick out a name 2. set the privacy level as public, CUSTUMER JOURNEY 3. set the join system as “by admin approvation” , Needs 4. set the basic “data” , Research 5. and he save it all! Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...now he creates a travel. 23/30
  • 24. CUSTUMER JOURNEY He is looking for some travel mate Needs Research PS: Before the departure 6 people join Registration Plan the trip this trip: Jack, Kate, Jin, Ben, Sayid, Hurley Collect memory Back/Syncronize Now he can start to plan! Share knowledge Trip inspiration John is looking for interested travelrs 24/30
  • 25. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Let’s plan.... synchronise calendar 25/30
  • 26. CUSTUMER JOURNEY Lostipedia Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John and his travelmates select places 26/30
  • 27. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John downloads the schedule 27/30
  • 28. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Let’s travel 28/30
  • 29. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration John takes some pictures 29/30
  • 30. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration ...and some notes 30/30
  • 31. Every notes, video, Pictures are geotagged (latitude and longitude) CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration by his own mobile phone 31/30
  • 32. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Come back 32/30
  • 33. When he comes back, John synchronizes all acquired information with the online’s one. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Other participants do the same with their mobile phone or directly on the website, writing report or uploading stuff. Trip inspiration John syncronizes the acquired knowledge 33/30
  • 34. CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Back/Syncronize Share knowledge Trip inspiration Travel page is archivied 34/30
  • 35. And another user is already reading that page. He is thinking “I want to do the same trip!” CUSTUMER JOURNEY Needs Research Registration Plan the trip Collect memory Char les W 72 y idmo ears re Back/Syncronize old Share knowledge Trip inspiration A new travel experience can raise! 35/30
  • 36. Sharing knowledge 36/30 alessandro silipo (Flickr)
  • 37. Collaboration 37/30
  • 38. Por tab ility Littlecateye (Flickr) 38/30
  • 39. Pe tri d ro es san | Al iele lla Dan a rce | M Fin o t to hele da ri | M ic Thank you te o No M at han ks Questions? t cial Spe site: www.travelr.it mysite: www.angelopenone.it email: angelo.penone@gmail.com 2003 2008 2009 www.theparks.it www.parkr.info Travelr! www.travelr.it