Onboarding Users At Pickyourtrail

About pickyourtrail 👣

Type of Industry : Travel & Tourism
Stage of the company : Mature scaling stage
Objective of Pickyourtrail : For couples/ Friends / Families, 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

Understanding the ICP 👥

	ICP 1 [ Primary users ]	ICP 2 [ Secondary Users ]	ICP 3 [ Secondary Users ]
	Young Couples	Friends & Families	Senior citizens
Age	25- 36	29-39	55-65
Reasons for Travel	Honeymoon Anniversary Casual vacation	Celebrating milestones Casual vacation Bachelors party	Casual vacations To experience new cultures To celebrate anniversaries
Spend power	1L - 2L	0.4L - 1.2L / person	1.5L -4L per person
Vacation period	3-6 days	4-7 days	7 - 15 days
Location	Tier 1 & Tier 2	Tier 1 & Tier 2	Tier 1
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	1. Wants a trustable brand that will help them with the best of options 2. To be virtually connected with someone during their trip to give them the feel of someone being there for them
Current Pain points regarding international travel planning	1. Little knowledge about destination of travel - hence needs help in choosing the right choice for them 2. Too much of back n forth in the planning process 3. Needs someone to manage everything for them during trip 4. Requires sound knowledge about Visa's	1. Needs to have a reliable partner who can manage things for the group 2. Requires better pricing 3. Requires expert recommendation 4. Requires sound knowledge about Visa's	1. Finding trustworthy travel brand 2. Requires constant support throughout the trip 3. Requires sound knowledge about Visa's
What do they value more - Money / Experience	Primary : Experience Secondary : Money	Primary : Experience Secondary : Money	Experience
where do they spend time to know about travel	1. Through instagram 2. Travel blogs & vlogs through youtube	1. Through instagram 2. Travel blogs & vlogs through youtube	1. By interacting with their social circle through in person meets & through calls 2. Reading and viewing travel blogs & videos - Through Facebook & Youtube
How do they want their vacations to be ?	1. Customised 2. Private experiences 3. Hassel free execution 4. Memorable	1. More fun and overall trip to be managed well both in terms of providing / recommending experience & logisitcally things to be smooth 2. Customised for the group 3. Hassel free execution	1. Customised and laid back tours 2. Private experiences 3. Ensuring everything is covered at the maximum 4. Hassel free execution 5. Less back n forth at the time of planning
Buyer Blocker Influencer	Buyer : Either one among the couple / Friends / Families Blocker : Competitors / Bad reviews Influencers : Content creators /Friends / Families / Either one among the couple

The Job To Be Done 🎯

		ICP 1 [ Primary users ]	ICP 2 [ Secondary Users ]	ICP 3 [ Secondary Users ]
Goal Priority	Goal Type	Young Couples	Friends & Families	Senior citizens
Primary	Personal Goal	To go for an Private international vacation for a milestone in their life where they get to customise the whole trip along expert recommendation and ensure the whole vacation is executed with zero hiccups thus making it a memorable one	To go for a international trip with their friends / families where everything is managed by pickyourtrail with better logistics & Support thus ensuring t he whole trip is fun & adventurous	To go for a laid back vacation which is completely tailor made as per users requirement with expert suggestions and a less back n forth in the planning process & a hassle free trip execution
Secondary	Social Goal	To post cool photos in social media	To post cool photos in social media	NA

Product Tear down - Here Product Tear Down (2).pdf

Summarising

The main website needs to have a quick look on the lead form popping up in 40 seconds - The duration is less and the user might have not gotten to experience the AHA moment / the solution for the problem he is looking for
The customer is excited about answering to the questions he had been asked for the itinerary that will be created for him, but asking for a phone number before revealing the itinerary is a kind of blocker, which could be kept once he views the complete itinerary and tries doing any changes
Major volume of leads are generated through Paid channel. Leads which are getting generated through this channel are redirected to the seperate landing page dedicated for these leads
The landing page fails to talk about the core value prop and fails to show the complete value of the itinerary - instead it is more focused on getting the user information, when compared with competitor [ MMT ] it's the other way around.
Pickyourtrail App is not ready for customizing itineraries - it still has alot of bugs and is very slow -> Needs alot of improvement here
The copy of the initial chat from bot has to be changed since the objective of the copy looks like its focusing more on app downloads rather than providing value to the user
Bookings is seamless - needs a bit of tweaking
Post booking app experience is great

Activations 🪄

Activation

Reason

Metric to track

Making a user book a short haul

vacation within 3 days of discovering pickyourtrail

and travel in less than one month

Short haul destination, ie planning a vacation to countiries like Thailand,

Bali, Maldives etc are very straightforward and not as complex like

Europe and it requires very minimal amount of customisition as the

option to customise itself is very less -> so quicker we are able to close the deal ->

faster he will be able get to the First AHA moment of the product -> faster the WOM spreads.

Give the user the best of experience and he will brag about pickyourtrail and will

give great review which itself will start improving the % of referal leads,

This will start improving the CAC on a long term basis

1. U2L

2. L2C

3. C2D

Reactivating 100 old users through

whatsapp campaigns to make them book a vacation

All these 100 users might have been in the verge of conversion or might have

travelled long time back - These are high intent users who can easily get

converted in a short span of time and will require minimal effort since

they already are aware about the brand and the service

Interactions with the product
Interactions with the travel advisor
Stage of the User

Key metrics to Track

Making a user book a short haul Vacation within 3 days of discovering pickyourtrail and travel in less than one month

U2L -> User 2 Lead

This will define the total no of user in the website qualifiying

to be a potential lead - Higher numbers will indicate the high

intent to travel to a particular destination, we will track this metric

for understanding & improving the intent of user to travel to the

selected destination. For the first hypothesis -

this will be the TOFU - We can also use this metric to improve our marketing statergies

L2C -> Lead 2 Convert

This will indicate how many leads are getting converted - we can track this metric to imporve
1. Product efficency : How robust is the product ? Is the product providing accurate information and building trust to the user ?
2. Pricing : Are we competitive in the market ? What is the competitors selling price ?
3. Sales pitch : Is the right things told to the customer ? Are we talking about the USP and value prop of our brand ?
4. How quickly can we make the user book for the vacation ? - How can we make the user book in 3 days instead of 5 days
This will enable us solve the first part of the first activation hypothesis

C2D -> Convert to departure

This will determine how soon are the average number of

customer travelling after booking with us . The goal behind

is to make user confidently book / take the package and

travel within 30 days of paying , sooner they travel and

come back, better are the chances of getting good reviews and

increase in referrals. This will solve the second part of the first activation Hypothesis

Reactivating 100 exisiting old users through whatsapp campaigns to make them book a vacation

Interactions with the product

This will define the intent of the customer -> Higher the interactions== Higher intent

Interactions with the Travel advisor

This will determine wether the user will book or not - Interaction with a travel advisor will include