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AIRBNB, two sided network effect, demand economies of scale, What, Who…
AIRBNB
Differences between Airbnb & hotel
Airbnb
platform
guests (consumer)
network effect
frictionless enetry
Does not own a single room :!:
hosts (supplier)
Hotel
pipeline
only guests
advertising
Have to purchase land to expand
Marketing Strategy
Product Alignment
2016
“Experiences”
complement its accommodations
guests to book immersive adventures with expert guides from the area
benefited Hosts
create a full-fledged travel experience for Guests.
2020
Online Experiences
a virtual travel experience hosted by Airbnb’s community of Hosts around the world
Build Trust and Community
faced with a difficult challenge
unruly guests
trashing Airbnb listings
leaving Hosts with thousands of dollars worth of damage
Airbnb announced the $1 Million Guarantee
protects Hosts through liability insurance
This program, now known as AirCover
2 more items...
Customer Segmentation Is Key
Hosts
need resources
promote their listings
provide a memorable experience for guests
streamline the booking process
Airbnb runs two marketing strategy
Guests
need booking tools
provide detailed accommodation information
make the booking process easy
protect their purchases
Business Model Canvas
Value Proposition
Transparent Rating
Authentic Local Experience
share commerce
make money and friends in the same time from renting
Target Audience
Travel Type
Business / leisure
Channel
Digital Ads
Social Media
Mouth to mouth
official website
the apps
Customer Relationship
Own the relationship
Trust through verification
self-service+personalize recommendation
Revenue Stream
Service fee per Transaction
Hosts commission charge
Key Resources
Mobile App
data
Property
Key Activities
Marketing and Sales
Development and Maintenance
Customer Service
Key Partner
Owner of hotel or inn
Investor
Cost Structure
Investment
Maintenence of the app
Founded - Joe Gebbia
Perception changes
opportunity
Leave strangers at home for the night
Crisis
hotel is fully booked
Initial ideas are for med
Brian Chesky joins
Rents are rising
.
Almost bankrupt
.
Find investors
Initial did not go well
Received investment from Paul Graham
Future Plan
Living anywhere in Airbnb
March 2020
Core Pillar of Airbnb Stratergy
Long-Term Stay
28 Nights or more
22% of gross profit
Q4 2021
Introduce in 2011
Unlock the next generation Host
Plan for Every Year
Demand is High!
Landlords
Airbnb becomes the Ultimate Host
Meeting Guests every needs
Communication
Patience & Knowledgeable
two sided network effect
hosts attract guests
guests attract hosts
demand economies of scale
the more people join Airbnb, the more value grows
What
Who (TA)
How (CR)
Features
feedback loop
Important to build trust between hosts and guests
Easily make guests feel secure
Primary target customers
Early on in the company’s history
To repair relationships with worried Hosts
This program
free of charges
Q4 = 1 Oct to 31 Dec