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CDPS_G3_Airbnb, G3 (IBS 107212043 彭竑愷 Joshua, IBS 107212013 蔡亞諠 Jasmine,…
CDPS_G3_Airbnb
Background
History
2007
2008
2009
2010
2011
:red_flag:2012
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launching "Neighborhoods", a travel guide of 23 cities
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- Y Combinator: Paul Graham
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selling the cereal for ＄ 800X40(box)=30000
- Joe Gebbia &
- Brian Chesky
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room-sharing and breakfast-supplying( Bed & Breakfast in San Francisco)
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Motivation
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more than 3,000,000properties in 65,000 cities in191 countries
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STP
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Segmentation
Demographic
Family
they can choose the room which has kitchen, living room or swimming pool
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Rivalry among Existing Competitors
Rivalry among existing companies that provide the same services as Airbnb is high.There are many high-quality Airbnb competitors with excellent networks and websites that are similar to Airbnb websites.
Threat of new entrants
The threat of new entrants into the market is taken to be weak. There are not many limits to entry, therefore, any website can compete with Airbnb. Nonetheless, Airbnb has not only been around for more than ten years, but it is also well financed and runs in almost 200 countries across the world. Capital requirements, the time of entry is the most barriers for potential new entrants.
Bargaining power of customers
In relation to Airbnb, the bargaining power of customers is moderate due to the broad range of services they can choose from such as location, price, and host ratings.
Threat of substitutes
The threat of substitutes is moderate. The customer’s cost of switching to the alternative is generally low. Airbnb has continued to provide convenience and comfort to not only tenants but also the providers.
Bargaining power of suppliers
In relation to Airbnb, the bargaining power of suppliers is low since it controls both the supplier and the clients. This makes it difficult for individuals trying to rent out their apartments or rooms with no other alternative way to connect with customers using the Airbnb website or App.
CUSTOMERS SEGMENTS
GUEST
- leisure/budget traveler
- business travelers
HOSTS
- extra room
- social tour guides
- people who want to make friends
HOTELS
- independent hotels
CUSTOMERS RELATIONSHIP
- self-serve platform
- personalized recommendations
- customer service support
CHANNEL
- Airbnb platform
- social media
- digital ad campaigms
- word of mouth
- App store
- Local events
VALUE PROPOSITION
GUEST
- low cost accommodation
- variety of choices/location
- variety of prices/budgets
- unique options
- easy to browse and easy to book
HOSTS
- Make extra money
- booking system
- ease to listing
- professional services
- easy to communication with customers
REVENUE STREAMS
- service fee per transaction
- hosts commission charge
- hotel commission charge
- experience commission charge
(host fee 3%-5%/travelers fee 0%-20%)
KEY ACTIVITIES
- platform development
- sales and marketing
- managing bad behaviors and risks
- protect sensitive information
- maintaining customer service
- partner management
KEY RESOURCES
- Airbnb platform and mobile App
- platform architecture
- employees-software,engineers,analytic and data scientist
- properties listed on platform
COST STRUCTURE
- platform development and maintenance cost
- infrastructure cost
- sales&marketing cost
- customer acquisition cost
- employees salaries
- cost of capital
- insurance/legal and administration cost
KEY PARTNERS
- hosts
- hotels
- travelers
- investor/venture capitalists
- photographer
- insurance companies
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