Airbnb case study 战略管理案例分析
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Create an Uncontested Market Space/Make the Competition Irrelevant
Process innovation, e.g. distribution channel (online); make it like a real home; sustainable business model on payment
Unique Place to Stay
Like a home, your real home International Expansion
Competitive Process compared with hotel
Freedom Human Policy (from the video)
AIRBNB’S BLUE OCEAN STRATEGY
Create & Capture New Demands
The demand on renting a spare room to some strangers VS sleeping at strangers‟ home with lower cost; new locations in many places with innovative experience (not limited to location)
Aຫໍສະໝຸດ BaiduRBNB’S STRATEGY
Innovative Concept
Share space and save money; customers are suppliers, suppliers are customers
With local hosts and experience the local culture with more interactions Create change to make friend while making/saving money
Create New Way of Supplying Customers are suppliers and also the consumers, a network effect from customer involvement Break Value/Cost Trade Off; Align the whole system of a firm‟s activities in pursuit of differentiation and low cost New locations in many places with innovative experience (high value) with lower cost compared with other hotels
AIRBNB CASE STUDY TH 9 MARCH 2015
AIRBNB’S SUCCESS
Friend Story -3 complementary profiles (ingeenering, sales, design,…) + hardworkers Good Concept - Enter a 18 Billion Market (vacation rental market) - Online market place : low fixed cost Launched - Good Press, raised money thanks to the cereal sales - “Never give up”: use failures (downhills after events) to modify the concept from a occasional use to a permanent market place that was successful - Sustainable business model thanks to the percentage of transactions YC experience - Went to YC program after the launched (even more booster!) - Use the „go to talk to user‟ policy to understand the needs of customer - Big capital raise thanks to investors and network
THANKS FOR YOUR ATTENTION!
Process innovation, e.g. distribution channel (online); make it like a real home; sustainable business model on payment
Unique Place to Stay
Like a home, your real home International Expansion
Competitive Process compared with hotel
Freedom Human Policy (from the video)
AIRBNB’S BLUE OCEAN STRATEGY
Create & Capture New Demands
The demand on renting a spare room to some strangers VS sleeping at strangers‟ home with lower cost; new locations in many places with innovative experience (not limited to location)
Aຫໍສະໝຸດ BaiduRBNB’S STRATEGY
Innovative Concept
Share space and save money; customers are suppliers, suppliers are customers
With local hosts and experience the local culture with more interactions Create change to make friend while making/saving money
Create New Way of Supplying Customers are suppliers and also the consumers, a network effect from customer involvement Break Value/Cost Trade Off; Align the whole system of a firm‟s activities in pursuit of differentiation and low cost New locations in many places with innovative experience (high value) with lower cost compared with other hotels
AIRBNB CASE STUDY TH 9 MARCH 2015
AIRBNB’S SUCCESS
Friend Story -3 complementary profiles (ingeenering, sales, design,…) + hardworkers Good Concept - Enter a 18 Billion Market (vacation rental market) - Online market place : low fixed cost Launched - Good Press, raised money thanks to the cereal sales - “Never give up”: use failures (downhills after events) to modify the concept from a occasional use to a permanent market place that was successful - Sustainable business model thanks to the percentage of transactions YC experience - Went to YC program after the launched (even more booster!) - Use the „go to talk to user‟ policy to understand the needs of customer - Big capital raise thanks to investors and network
THANKS FOR YOUR ATTENTION!