PM School: In-Stay Initiative For Airbnb

PM School
IN-STAY
INITIATIVE
FOR AIRBNB
Live Challenge 61
Heena Chumbhale
[email protected]
Heena Chumbhale
About Airbnb
Business
A Vacation Rental company that Travellers Senior Travellers
operates an online marketplace
for lodging, primarily homestays Convenience
Novelty
for vacation rentals, and tourism Image
Activity
activities. Professional
Reluctance
Business
Relaxation
USP
Benefits
A marketplace for real people to
rent out their own homes in which Safety
they themselves live - while they Romantics
Ammenities
are away or while they are Immersers
Food and Beverage
present. Tasters
Activities
Veterans
Tourist Spots
Revenue Streams
Solo/Group
Service fees from bookings Family Travellers
Travellers
charged to both guests and
hosts Customer Base
VP - Product's Task
Currently, The Hosts are the one who take
care of the hospitality on their side to make
the guest feel entertained. Airbnb wants to
work for in-stay entertainment for the guests
in India.
To-Do :-
Explore the business model and Go to

Market
3 product solutions/features for
Airbnb App
Wireframes for the Solution
Success Metrics
Business Model
Key Partners Key Activities Value Customer Customer
Proposition Relationships
Hosts Marketing of the Segments
For hosts - Simple Self- serve platform
Hosts who offer initiative and secure, Earn Personalized Hosts
experiences Managing risk and money, Full recommendations Guests
Investors damages control, Perks and Customer Service
Travel Partners Maintaining Benefits
and Managers customer service For guests - Save Channels
Photography Money, Easy to Airbnb App & Website
Service Key Resources book, amenities, Media Coverage,
Providers App and Website of Entertainment Digital Ad campaign
Airbnb
Revenue Employees - Cost Structure
Streams Software Engineers, Platform development and Legal and administrative cost
Host Fee (3-5%) maintenance cost Cost of capital
Data Analysts
Traveller Fee (0- Insurance cost Customer Acquisition Cost
20%) Listed Properties Sales and Marketing Cost Employee Salaries
EntertaIN Stay Initiative
Entertainment Hostertainer
Community and Levels and Perks
Score Badge
To provide a quantitative To give the hosts an idea

To provide a sense of unity
metric to measure the about where they stand on
to all the hosts participating
entertainment potential the entertainment potential
in the initiative
of the hosts. front and inspire them to do
even better.
Every entertainment source
Every Hostertainer (Host Based on the Entertainment
at the property will be
+Entertainer) will be Score, the hosts will fall
assigned points. Adding up
provided with a under various levels and
all the points will provide us
Hostertainer Badge to help perks will be offered based
with the Entertainment
Guests can identify them. on the levels.
Score of the host.
Hostertainer Community
First Customer touchpoint on The beginning of the Registration Display of the Hostertainer Badge
the Home Page Journey while guest views the property and
its host
Entertainment Score
The host can click on all the entertainment sources available at the property. The addition of
points assigned to all sources will be the Entertainment Score
Levels & Perks
Depending on the addition of points and the Entertainment The last stage of the registration
Score, Levels are assigned depicts perks offered by Airbnb
Host Journey
The host comes The host selects all the The user knows his
across the first Entertainnment Sources Level and Perks on
touchpoint on home he/she has and gets an the basis of his
page and starts Entertainment Score on Entertainment Score
registering the screen
The perks inspire the The host now starts The host is now a part
host to add more getting perks and of the Hostertainer
entertainment sources benefits on the basis Community and gets
to his property of his level and the Hostertainer Badge
Entertainment Score on his profile
The Entertainment With rise in Levels, the The service fee

Score and Level of host is now able to received by
the host goes up and increase the rent of his Airbnb rises and
his property gets property. The number Airbnb's Revenue
more bookings of bookings also rise increases
User Persona
The Curious The Wise The Tech-Savvy

Age- 4 to 10 years Age - 40 to 65 years Age - 15 to 30 years
Preferred Entertainment Preferred Entertainment- Preferred Entertainment

Books, Puzzles, Art & Books, Sewing Kit, Pottery, OTT subscriptions, Media
Craft Kits, Board Games Tie-Dye Kits Streamer, Video Games, VR,
Voice Assistants, Movie
Screenings
Go-to-Market Strategy
Pre-Launch Launch Post-Launch
Tagline - Be a part of the Tagline - Don't be just another Tagline- Are you an Airbnb
Hostertainer most fun and entertaining host, be an entertaining one! host? It's high time you be a
Community community! Join our EntertaIN Stay Hostertainer!
initiative!
Release an introductory Digital Ad campaigns for Airbnb App notifications,

video series on social media masses. Email marketing Hostertainer Testimonial
handles and Airbnb platforms campaigns and App Campaigns on Social Media
notifications for Hosts and Airbnb Platforms
Tagline - Do your guests find Tagline - Your entertainment Tagline - Don't just say you're
you entertaining? Stay tuned meter is here! What's your a fun a host, prove it!
Entertainment to find out! score?
Score Hostertainer testimonial videos
Static posts on Airbnb social Email marketing campaigns for on Airbnb platforms and digital
media handles existing hosts and App handles
notifications
Tagline - Being an Airbnb Tagline - Get extra benefits by Tagline - Not a Hostertainer
Levels and host just got exciting! being a fun Hostertainer! yet? You're missing out on a lot!
Perks Static posts on social media Video series on Airbnb TV Commercials, Digital ad
explaining the concept and platforms, Digital ad campaigns campaigns, Testimonials on
process and TV commercials Social Media
Success Metrics
Product Hostertainer Entertainment
Levels & Perks
Community Score
% rise in the number of % rise in the ratings and % of guests using the
hosts joining Hostertainer reviews of Hostertainers entertainment sources
Community
(Dimension- Breadth) (Dimension- Depth) (Dimension - Breadth)
Metric
&
Dimension Number of entertainment % rise in Hostertainers
% rise in the bookings of sources with high number adding additional sources
Hostertainer Listings of assigned points, being of entertainment to their
(Dimension - Frequency) installed in the properties properties
(Dimension - Efficiency) (Dimension - Depth)
Thank You!
[email protected] Heena Chumbhale

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What is the initiative about?

What are the key components of the initiative?

PM School

Explore the business model and Go to

To provide a quantitative To give the hosts an idea

The Entertainment With rise in Levels, the The service fee

The Curious The Wise The Tech-Savvy

Preferred Entertainment Preferred Entertainment- Preferred Entertainment

Release an introductory Digital Ad campaigns for Airbnb App notifications,

[email protected] Heena Chumbhale

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