Acquisition project | Pickyourtrail

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Acquisition project | Pickyourtrail

About Pickyourtrail

Type of industry : Travel & Tourism
Stage of the company : Mature scaling
Objective : To make travel planning easy

Understanding the ICP

	ICP 1	ICP 2
	Couples	Friends & Families
Age	25- 36	29 - 39
Reason for Travel	Honeymoon Anniversary Casual vacation	Celebrating milestones casual vacation Bachelors party
Spend power	1L - 2L	0.4l - 1.2l / person
Vacation period	3-6 days	4-7 days
Location	Tier 1 & Tier 2	Tier 1 & Tier 2
Why do they come to PYT ?	1.First time international travellers 2.Trust that pickyourtrail will manage everything 3.Professionalism 4.Better pricing	Reliability that planning will be better - needs someone to manage everything
How do they book travel Related things	Direct flight website for flight bookings Direct hotels / hotel aggregators for hotel bookings
What do they value more Money / Experience	Experience
where do they spend time to know about travel	Instagram Youtube Travel blogs
Avg time taken to book a vacation	3-4 days	7-10 days
Buyer Blocker Influencer	Buyer : Either one among the couple / Friends / Families Blocker : Competitors / Bad reviews Influencers : Content creators /Friends

Market sizing

		UAE (24.87%)	Saudi (10.43%)	USA (7.14%)	Thailand (5.9%)	Singapore (5.19%)	Remarks
Number of indian departing	2527697	628638	263639	180478	149134	130429
% departing for tourism purpose	40%	40%	40%	40%	40%	40%
Actual number of pax departing for tourism purpose	1011079	251455	105456	72191	59654	52172
TAM	₹10,114.23 cr	₹1,684.75 cr	₹875 cr	₹2,286.04 cr	₹357.92 cr	₹303.98 cr	How i arrived pax departing * (average per person cost)
SAM	₹5,360.54 cr	₹892.92 cr	₹463.90 cr	₹1,211.60 cr	₹189.70 cr	₹161.11 cr	India's overall middle income gorup consititues 33% of the population + assuming 20% lies in the high income group - so only taking 53% of the tam since our target Audience is middle income group + High income group
SOM	₹536.05 cr	₹89.29 cr	₹46.39 cr	₹121.16 cr	₹18.97 cr	₹16.11 cr	Assuming we want to penetrate 10% into the market

Assumptions for travel spend per person

UAE : 0.68L / person
USA : 3.3L / person
Thailand : 0.67L / person
Singapore : 0.58L/ person

Source of data : Link here

Core value prop

For couples / Friends / Families who wants to plan his/her international vacation, Pickyourtrail is a travel company that will help them quickly plan & manage their entire trip with expert recommendations & 24*7 ontrip assistance through the app.

Channels to focus

Organic

Designing Referrals & Repeat

For a brand to grow organically & to create awareness generating referral leads/ Repeat leads will the key
If the on trip experience is sorted, users will be the brand ambassadors and can refers others from their inner circle to travel with pickyourtrail
Referral as a channel is
- Scalable easily with less efforts
- - We need to ensure about the on trip experience part
- Zero CAC
- More flexibility

Understanding the customers Journey

In this flow, the customer's AHA moment happens at 2 stages of the journey
- Post sales, because of the hazel free planning experience due to immediate sharing of itineraries and providing customisation options - but the referral cannot be asked here, since there is no validation of happy moment
- Once the trip is completed without any hazel and returns back home - here is where, depending on the feedback we can ask for referral since this backs the referral with validation

Who, when, where and how of referrals

Who to ask for a referral ?
- Users who have enjoyed the trip and have given good feedbacks
- Users who are booking for the second time
How will they discover it ?
- Push notification asking the customer to refer when he/she gives positive ratings
- A callout at the section/ place where his vouchers are visible This is only for the users who are booking for the second time
Why will they refer ?
- Create in app currencies and staggering rewards
- - For the first successful referral - an in app currency equivalent to 1.5% of the deal size of the first referral (If the user referred person books for 1l , the user will get 1000 INR as PYT coins
  - For the second referral - based on the second customer’s deal size, PYT coins will be generated ( Can be 0.5% to 0.7% of deal size )
  - For the 10th referral - Complimentary 2 nights stay when they book the next trip + accumulated pyt coins can be used during booking
  - For the 5th referral - unlocking offbeat / Surprise experience in the destination where the user wants to travel [ list of offbeat experiences can be shown ]
How will they share ?
- Through instagram
- - Create a cool looking filters to post it in stories
- Through whatsapp - Should sound in a ideal way on how our ICP 1 sounds [ Active voice with millennial / genz slang ]
How will they track
- Having a separate dashboard to track which referal has booked the vacation - and the deal size
- Push notification everytime a referred person books / coins get credited - with custom notification sound [ like how jio cinemas did everytime before an IPL match started ]
- Push notification once they are closer to achieving a milestone - will create urgency

To increase the repeat leads

Ensuring the first trip experience is sorted
Roll out Member status for users who have completed the trip
For every international travel -> user will be rewarded with 1% of PYT coins 1 pyt coin = 1 inr
Member plan to be rolled out
- Silver member
- - 2-4 trips with average spend of 1.5L per trip
  - Complimentary airport transfers / Skip line passes in airport
- Gold member
- - 5-6 trips with a average spend of 2L per trip
  - Surprise experience in each trip
- Platinum member
- - Greater than 7 trips with average spend of 3L per trip
  - 2% of deal size as PYT coins
  - Discount varying between 2% to 5%
A member has to do at least 1 trip a year -> else his member status will be downgraded

Content loops

Our ICP’s Spend predominant time in the below channels
- Instagram & Youtube - Consuming & Sharing content
- Quora / Travel blogs to get more information/ answers about the questions they have related to the destination they want to travel

Defining the hook, generator & distributor for Instagram / youtube

Hook

Generator

Distributor

Quickly grabbing the user's attention

through travel contents like quick Unknown facts about

destination / Travel hacks - This needs to have a person

facing the camera and talking and not as a

background voice. Finance with sharan can

be source of inspiration / Thrillophila

At the end of video it can be - to get

recommendations / to visit this place

/ to perform this activity - book with pickyourtrail -

This should not be in captions

Pickyourtrail

Pickyourtrail / ICP

/ Travel influencers

Defining the hook, generator & distributor for Quora / Travel blogs

Hook

Generator

Distributor

1.Creating travel blogs with top searched keywords [ Seo Infused ]

to rank them up

2.Answering travel related questions in forums like

quora, reddit etc.Quora's SEO ranking will be higher ususally

so the better the answers are, more visibility.

At the end of the answer it can a mini call out to book with

pickyourtrail

Leads generating from these sites will have higher intent to travel

solves the quality problem

Pickyourtrail

Quora / ICP's

Paid Ads

Objective : To improve the quality of the leads to increase the conversion %

Steps to be taken for various activations

SEM :

Identifying the demography where conversion % is higher based on departure city along with the impression rates
Run city specific search campaigns & city level package pages

SMM :

Place to run : Instagram
Creatives to be in video format - This will have more viewing time
Should have detailed view on what is included and what is not included
To narrow down on the intent -> once they click on the ad -> take them to the itinerary which is promoted
This will improve the trust factor and lead intent could be filtered Easily