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About Pickyourtrail

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

Understanding the ICP​

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Market sizing

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Assumptions for travel spend per person

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

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Source of data : Link here

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​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

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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

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• 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 

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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 

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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

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

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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

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