ANALYSIS OF THE BOO WEBSITE

Alexandra GagnyMBA

What’s Boo?

Boo is a website made for travellers who are looking for information on the place they are going to (Sights, hotels, transports…)

Boo is different than other travelling websites in a way it gives the opportunity for travellers to vote and express their opinion. There is a special Boo Rating for each place proposed on the website.

This opinion permits visitor of the website to discover the place their are going to by another way than the advertising, which, we know, is not always totally true!

What problem is solved?

Boo resolves a problem of confidence. In fact, it is a common idea that we can not always trust the ads made by companies which aim to sell their products. By giving the opinion of particular people, boo website give a better appreciation of the places.

Boo resolve also another problem, it permits to some places to be known, in fact some small restaurant or hotel doesn’t have enough money to make a big advertising compain. Boo gives them the opportunity to be known and referenced on a big website dealing in the same branch.

What problem is solved?

For the partners it is interesting to be referenced on a specialize website of travelling, which is in correlation with their activity than to be lost on a huge database of anything.

Boo permits to meet buyers and sellers.

Revenue Sources

Advertising is a revenue source for Boo. In fact some banners can be seen on the website. Moreover each offer or suggestion on the website is advertising for the place.

Business Model

Boo correspond to many business model described by Michael Rappa: Advertising: we can see some banners

on the website Infomediary: it collects usefull info for

travellers Community: each member have to

register to express an opinion

Competitors

www.tripadvisor.fr it is a very important competitor as it is based on the same model.

www.booking.com is also based on the same model, but it is specialized for hotels only

Offline?

Travel agencies are a kind of offline Boo. But, in a travel agency, visitors are limited so do opinions on places, hotels and restaurant. Moreover, a travel agency get a power on divulgating those opinions.

It could be possible to establish a kind of offline Boo, but it would be very limited by the number of people and the possibilities to collects opinions and to attach them to suppliers.

Business development

To increase customer an idea would be to establish partnership with hotel and restaurant which could put a link for boo on their website. But, then we will face a problem of transparence. An other idea would be to be reference on server as google.

To increase revenue, Boo could establish a Registration Fee, and the registration would give advantages for members. Boo could also affiliates some hotels and reservation website