Marketing for startups (part 2): working with your target audience

Travel agency business plan

The rhythm of life of modern people makes us more and more often think about high-quality and pre-planned rest. That is why the need for travel agencies is quite high, because many people prefer to entrust the organization of their vacation to professionals. Cancellation of licensing of tourism services has provided more opportunities for organizing this type of business.

Despite the downward trend in the ruble exchange rate, which began in 2014 and led to an increase in the price of tourist vouchers, it cannot be said that Russians have completely abandoned resort vacations. It's just that now people are choosing more affordable destinations, for example, vacation in Russia. So, according to the Federal Agency for Tourism, the domestic tourist flow in 2013 amounted to 29 million trips, in 2014 - 40 million, in 2015 - already 50 million trips. Thus, the annual growth rate is about 20%. Due to the closure of accessible destinations such as Turkey and Egypt in 2015-2016, the demand for travel to Tunisia has tripled, as evidenced by data from the Association of Tour Operators of Russia.

Thus, the activities of travel agencies directly depend on political and economic factors, but with proper business organization, you can always find and develop profitable directions, as well as diversify them in order to level possible risks.

The initial investment is 704,880 rubles.

The break-even point is reached in the fifth month of operation.

The payback period is from 8 months.

2. Description of business, product or service

The target audience of travel agencies are people aged 22-60 with average and above average income. You can break down the target audience according to the areas of which they become clients:

  • Families. As a rule, parents with children become consumers of family vacations. The main concept of their vacation is comfort for children, so you should offer the most proven destinations and hotels (for example, with children's animators at the hotel);
  • Couples without children. This category of clients chooses completely different types of recreation: from calm and beach to extreme;
  • Youth companies. Such clients are most often suited for an entertaining vacation with the necessary infrastructure (nightclubs, bars, restaurants);
  • Pensioners prefer quiet travel, often turn to travel agencies for medical directions;
  • Corporate clients who visit other cities or countries for work.

In order to be competitive in the market, you need to understand why tourists turn to you and try to provide them with these services as efficiently as possible.

Travel agency SWOT analysis

Strengths of the project

Weaknesses of the project

It is better to start preparing an excursion with an analysis of the future excursion audience: it is necessary to establish what it is as a holistic education, what characterizes it, what are the general properties that are inherent in any audience.

It should be borne in mind that an excursion audience is never a simple sum of its members, united only by a joint stay in an excursion group. It is always something more, it is a special socio-psychological education.

An excursion audience should be called a short-term community of people simultaneously participating in a common type of activity for them in conditions of direct visual-auditory contact, having contact with each other, interested in the same object and experiencing similar experiences.

During the excursion, there are factors that unite and separate the excursion audience.

The unifying factors include the following.

Direct contact. An important characteristic of the excursion audience is that its members have direct visual and auditory contact with the guide, each other, and the objects of the show. Direct communication of sightseers with a guide, the ability to see what he is talking about, to observe the reaction of those present, in other words, the direct involvement of a person in an event has a huge impact on him, increases the emotionality of the perception of information.

The sense of community that comes from sharing an excursion and emotionally influencing each other. A sense of community is expressed in a certain emotional mood, awareness of one's integrity, in readiness for collective action.

Having a common spotlight. People who got together before the start of the excursion, despite the already existing contact between them and a certain interest in the topic of the excursion, do not yet form the excursion audience. They become an audience only when there is a single, meaningful center of attention for all those present - the guide.

Homogeneity of the audience, that is, the degree of homogeneity, the similarity of the excursion participants to each other in terms of cultural, socio-psychological, age, professional, and geographical characteristics.

Organization and order of the excursion. An excursion, like any social and cultural event, has rules that must be recognized and followed by its participants. The excursion audience must be aware of this and follow the rules of interaction with the guide and with each other.

The motives for visiting the excursion are the main factors. There are three main groups of motives: intellectual and cognitive, emotional and aesthetic and moral and disciplinary.

Intellectual and aesthetic motives of visiting an excursion are dominant if excursionists want to learn new things, expand their understanding of an object or phenomenon, and get the opportunity to deepen and systematize knowledge.

Emotional and aesthetic motives have excursionists who come on an excursion with a desire to get in touch with the beautiful, to see what was once heard and amazed the imagination. This group of motives is characteristic for the perception and comprehension of art history, literary, architectural and urban planning excursions.

The right target audience is half the success of a startup. If the company does not have a motivated customer who can pay, then frustration will come quickly and failure will be inevitable.

A striking example is the long-standing but illustrative history of the Webvan Group. In 1998, the founder of the startup decided to revolutionize the retail world by organizing the delivery of goods purchased online. The service has served 10 cities in the United States with an emphasis on quality and convenience. But not every customer was willing to overpay for comfort. The mass market strategy has failed. Targeting a small group of people willing to pay for convenience would show different results. Infrastructure and promotion costs significantly exceeded sales, and after 2 years the startup closed.

The reverse example is Facebook. Network founder Mark Zuckerberg brought his “invention” to market through the Harvard network. It was originally an application to help students exchange information about the courses they attend. Then the idea was born to extend the service to the whole world. The result exceeded expectations.

Define and segment target audience

The startup budget is limited, so ordering expensive marketing research is not a good idea. The question immediately arises, where to get information about the target audience at the lowest cost or for free.

ways to collect information about your target audience for free

“Expert” survey. Perhaps the people around you are already representatives of your target audience and the new product is close to them. Ask them what is important to them when using the product, what they pay attention to and how they make a purchasing decision. They are not experts in the full sense of the word, but their opinion is worth listening to.

Current customer research. If you already have clients, ask them your questions. The main thing is not to overdo it, creating voluminous questionnaires that can ruin the whole idea of ​​the research. Better to formulate 2-3 main questions, on the basis of which you build an easy-to-test hypothesis.

Research of search queries. Go to Yandex Search Words and see what your audience is looking for and what they are interested in. You can also evaluate trends using the Google Trends service.

Studying statistics by line of business. Get ready-made market research and conference proceedings that are freely available. This data can be distorted, so it is worth taking several different sources to get the full picture. Take different timeframes to help you assess trends.

Social Studies. There are over 250 social media monitoring services. Analyze the communities of competitors or companies of related topics, study the reviews and tone of references to topics that interest you. Many services have a free trial period of 10-14 days - this is enough to get the information you need. Try using the following services:

every restaurateur!

Thinking about how to drive free traffic to your restaurant? Read the case of the restaurant mur_mur on Rubinstein. This is a story about how a virtual tour can provide you with a free stream of new customers from Yandex/Google maps. A real life hack for the restaurant business. Read to the end.

Where are restaurants losing% of their leads?

Paid traffic from search networks (Yandex and Google) is very expensive, especially for businesses such as restaurants. The cost of a click can exceed 1.00 rubles.

But in addition to paid sources, you can get free (organic) transitions to the site and calls. And not from the classic search, but specifically from Google and Yandex maps. What is valuable is that the traffic is free and targeted. But the most interesting thing is that there is sooo much of it. The daily audience of these services is more than 2 million users in St. Petersburg and Moscow.

Search for an offline company on the Internet in 41% of cases starts with maps (data from the Ipsos study).

The territorial proximity of a business to a client is an important factor, but not all marketers know that in 65% of cases a company is found on maps not by its name, but by segment, product or geolocation. That is, they are detected randomly, and this is free traffic.

Companies that rely on the interior and atmosphere, for which it is important to demonstrate all the features in their visual design, going the classic way, that is, using paid advertising sources, and missing out on such a strong source of traffic as search from maps, lose money.

How to draw attention to your restaurant?

Many restaurants are already located in Google/Yandex maps. But the classic placement of photos of a restaurant with a description in the business card does not distinguish them from other establishments. As a result, clients go to competitors, and the business receives less money. And all for the reason that one simple tool is not used - a virtual tour on maps.

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