Building the Core Value Proposition

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About PickYourTrail

• Type of business : Travel & Tourism
• Key problem PYT is solving
• • Planning a Holiday is tiresome - Booking and managing every single things is difficult and none of the consumers would prefer to manage and coordinate things during the trip.
  • Pickyourtrail helps customers to plan & book international vacations with DIY itineraries & expert recommendations in one click and provide 24/7 on trip assistance, ie any user can come and book/ purchase a holiday packages like how we purchase a product in Amazon.
• Customer benefits
• • Planning, booking & Managing an international vacations with D-I-Y itineraries and expert recommendations in one click with a very minimal TAT
  • Competitive pricing
  • 24/7 on trip assistance

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Market

• The size of packaged holiday business is at 10.4 billion USD dollars and is expected to grow by 30% in the next 4 years,
• The current holiday planning market is fragmented between booking experiences, stay, transfers flights & visa
• In the era of internet & AI where everything can be booked separately, Millennails & Genz are in need of a go to place which can bundle these things together along with expert recommendation with the help of app where everything is booked & managed along with a 24*7 ontrip assistance
• This product is part of existing holiday business category with the need of building a differentiating product, preference and Trust among the audience
• This is pull product
• Potential competitor - Makemytrip
• [Guesstimates] No of Indians taking international international trip to the top 7 holiday countries currently stands at 4.5L Travellers / month - which roughly 55000 travellers departing to a country on monthly basis.
• Even if Pickyourtrail decides to take 2% share of these travelers and assuming the average ticket size of customer is 2L, then the revenue generated per month would be 180CR.

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Job To Be Done

Pickyourtrail's JTBD is to build a differentiating product, create preference & Build trust among consumers

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Ideal Customer Preference

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Target audience : 25 - 38 [Millennials & Genz]

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Core Value Proposition

For Millennial & Genz, who wants to plan his/her international vacation, Pickyourtrail is a travel company that will help them plan, curate & manage DIY travel itineraries with expert recommendations & 24*7 ontrip assistance through the app

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Buliding Insights

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Category insights

• User believe a travel company is a expert about a destination & will provide expert recommendation about the destination that he wants to travel
• User wants the travel company to ensure it gives hazzel free execution
• User believe everything related to travel and managing will be done by the travel company
• The category is expected grow by 30% in the next 4 years

User pain points

• Too much of options but difficult to choose what will fit for him
• Back n forth in planning - Increased TAT to look into the revised itinerary / different options
• Need of proper execution
• Afraid of thinking if the travel company will leave the user stranded in a foreign soil

​User Non Negotiables​

• Expert opinion & Guidance throughout booking and planning Process
• Ensuring smooth on trip execution

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​User Negotiables

• Piricing

User Aspirations

• To enjoy and build lasting memories with a smooth travel execution
• To meet new people and seek adventures
• Experiencing foreign culture
• Take cool photos and share it across in social media

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Brand Wedge

If a travel company needs to plan everything end to end regarding an international vacation along with a smooth on trip execution and the users assipires to have less back n forth in planning, choosing whats best for him and wants everything to be executed seamlessly then pickyourtrail will ensure the planning & execution of the trip is very smooth as per the customers requirement along with providing 24*7 ontrip assistance through app.

• Look : I am professional but i am not excessively serious
• Speak : I am expert but not shrewd
• Behave : I am helpful but not interfering

On and off product

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On product

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Landing page

Signup form

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Customisation flow

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Itinerary view

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Email view of the itinerary

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Off product

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Social media page

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Youtube

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Customer reviews

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Action Items

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Brand look : Professional

• Green represents trust - Which one the key factors that PYT needs to build with audience- This is already there and does not require any changes
• The font style can be consistent throughout the product, currently the font style is different in the itinerary page
• Confusing informations :
  Eg : Here it says - Thailand is a visa free destination, but right below we can see thailand listed as visa on arrival destination

Brand speak : Expert

• PYT has the highest follower count in Instagram - The only way they can show themselves as an expert is by coming up with expert content related to a destination [ Home made content ]
• Currently the content is not consistent and it overlaps
• More content regarding how the 24*7 app works and success stories of customers who faced issue on trip and how it was resolved - Helps in bulding credibility and Trust

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Brand behave : Helpful

• Customer testimonials and reviews shows how PYT has been helpful both before and on trip, hence there won't be any need of new action items in this space

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