google day x - how to win the price war (truong bomi)

HOW TO WIN

THE PRICE WAR

Positioning

Brought to you by:

Truong Bomi

%Trust me

I’m a

Incentivizing

customer at

I’m a

Incentivizing

customer at

me

There’s a way out

But

Market

Business Model

Strategy

Unfair

Advantages

MARKET

Which is the biggest market with most painful problems?

Problem

Big pain?

Price is an important concern for customers booking travel online.

Hotels leave you disconnected from the city and its culture.

No easy way exists to book a room with a local or become a host.

Rental listings platform

Problem worth solving

Market size

Reachably big?

1.9 billion + 532 million 10 million

Total addressable market Servable market Target NICHE market

Trips booked worldwide Budget & online trips Trips with Airbnb

Rental listings platform

Market size

Reachably big?

Target NICHE market

Untapped Market

Rental listings platform

Fierce Competition 10 million

Create uncontested market space

Make the competition irrelevant

Create & capture new demand

Break the value – cost trade-off

Competing in existing market space

Beat the competition

Exploit existing demand

Make the value – cost trade-off

BUSINESS MODEL

Have you found the right one yet?

Discovery & validate

Business Model that works

DIRECT MULTI-SIDED MARKET PLACE

Unaware Visitors Happy Customers

Freemium Model

Franchise Model

DIRECT

Unaware Visitors Happy Users

Happy Customers

Who pays (e.g, advertisers)

MULTI-SIDED

Unaware Sellers Happy Sellers

MARKET PLACE

Unaware Visitors Happy Buyers

Unaware Sellers Happy Sellers

MARKET PLACE

We take a X% commission

on each transaction.

Unaware Visitors Happy Buyers

Units

$

ProfitLoss

Break-even

point

STRATEGY

How to go to market successfully?

Starting from

Positioning

DIFFERENTIATION RELEVANCE

Starting from

Positioning

Low price

Low quality High quality

High price

DIFFERENTIATION

Starting from

Positioning

Low Environmental friendliness

Low quality High quality

High Environmental friendliness

Relevance

Source:

Taking right strategic go-to-market steps

Moor’s model

NICHE Market

by Alexandre Wayenberg

Value MapCustomer

Profile

Then getting to

Product – Market Fitbeing in a good market with a product that can satisfy that market

Then getting to

Product – Market Fit

How would you feel if you could no longer use [product]?

1. Very disappointed

2. Somewhat disappointed

3. Not disappointed (it isn’t really that useful)

4. N/A – I no longer use [product]40%

UNFAIR

ADVANTAGES

What are the secret weapons that hinder competitors from copied or bought?

Never forget to build up

Unfair Advantages

Product ResourcesTeam Traction

Can’t be easily copied or bought

Never forget to build up

Unfair AdvantagesProduct

50% of your time on PRODUCT

50% on TRACTION

Spend

Makes customers very happy

Does it better, different than anyone else

Remember “NICHE to WIN”

Never forget to build up

Unfair AdvantagesTeam

Entrepreneurs who have sold companies

Geeks with deep technical background

Sales/Marketing who make it rain

- Dave McClure, Investor, Founder of 500 Startup -

Never forget to build up

Unfair AdvantagesResources

Bootstrapping

Seed Round

Series A, B, C,…

IPO

Never forget to build up

Unfair AdvantagesResources

Partnership

Channels

Tech

Supply

Never forget to build up

Unfair AdvantagesResources

Partnership

Channels

Tech

Supply

Traditional Delivery

Companies

Never forget to build up

Unfair AdvantagesResources

Partnership

Channels

Tech

Supply

Traditional Delivery

Companies

Never forget to build up

Unfair AdvantagesTraction

CU

STO

MER

S

TIME (months)

Product – Market Fit

500 paid customers

Scale

5000 paid customers

Never forget to build up

Unfair AdvantagesTraction

Acquisition

Activation

RETENTION

Revenue

Referral

MarketPainful problem?

Big reachable market?

Blue vs. Red Ocean?

Market

Business Model

Painful problem?

Big reachable market?

Blue vs. Red Ocean?

Direct?

Multi-sided?

Marketplace?

Market

Business Model

Strategy

Painful problem?

Big reachable market?

Blue vs. Red Ocean?

Direct?

Multi-sided?

Marketplace?

Positioning?

J.Moor’s model?

Product – Market Fit?

Market

Business Model

Strategy

Unfair

Advantages

Painful problem?

Big reachable market?

Blue vs. Red Ocean?

Direct?

Multi-sided?

Marketplace?

Positioning?

J.Moor’s model?

Product – Market Fit?

Product?

Team?

Resources?

Traction?

Market

Business Model

Strategy

Unfair

Advantages

WIN THE PRICE WAR

Painful problem?

Big reachable market?

Blue vs. Red Ocean?

Direct?

Multi-sided?

Marketplace?

Positioning?

J.Moor’s model?

Product – Market Fit?

Product?

Team?

Resources?

Traction?

Thank you!

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