Post on 22-Jan-2018
CONFIDENTIAL TOROOTS.COM
ToRootsLive The Journey
CONFIDENTIAL TOROOTS.COM
A community driven online marketplace for
‘experiential travel’
SEEKERS CREATORS
Joy of soaking
experiences
Joy of creating
experiences
What is ToRoots?
Experiential travel is about exploring the destinations further, than just visiting them. It covers:
Rural, Cultural, Eco & Agri, Wildlife, Activity & Adventure, Religious & Spiritual Tourism
CONFIDENTIAL TOROOTS.COM
Business Need
Need of a trusted marketplace
for unique experiences
$300 bn industry* 65% YoY growth* 8 mn Indian seekers**
*Study by ATTA ** Facebook Ads
To help seekers (travelers) easily discover & book relevant & verified unique experiences
handcrafted by seasoned escape artists (creators), by decluttering the noise in travel space
CONFIDENTIAL TOROOTS.COM
‘The Seeker’New Age Experiential Traveler
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- Teacher, 31, married (with a kid), from Jaipur
- Took a sabbatical to take care of kid
- Spends ~15-25K per trip on 1-2 short trips/year
- Loves spending time with spouse & kid
- Likes to be at peace and just linger
Looking to take a week-long break with spouse & the kid
Richa Yash
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Looking to take a week-long break with spouse & the kid
Richa Yash
Googles, e.g. peaceful holiday tour package for couple with kid and similar other search parameters. Also check sites like MMT, ClearTrip for options
Gets random results like family holidays, domestic tour package etc. Nothing specific which resonates with what she needs
Asks friends online/offline for suggestions. Gets suggestions like destinations to go e.g. you should go to Darjeeling
Based on suggestions, searches specific options e.g. Darjeeling couple tour packages. Checks reviews/suggestions on TripAdvisor
Talks to few providers from results & books the package from one, or books hotel & decides to figure other things after reaching
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- Tech-preneur, 45, married (2 kids), from Pune
- Earns 150+ K per month
- Spends ~60-80K on 1 family vacation/year
- Loves spending time with family
- Interested in exploring the rural life
Looking for options to explore rural life for 7-10 days
Dantus Joseph
CONFIDENTIAL TOROOTS.COM
Looking for options to explore rural life for 7-10 days
Dantus Joseph
Googles e.g. rural tourism packages in India, village tours India etc. with combination like proximity/locations
Gets results like tour options from random tour operators, and sites of few companies who are active in rural tourism in a very scattered format
Not able to see/find all available rural tourism options as the service providers are not able to showcase offerings well on internet
Selects from few accessible options and talks to the service providers. Asks his questions & tries to get whatever confidence he can about the offering
With lot’s of questions in mind like satisfaction, quality, no customer reviews, hassles in booking etc., he books the tour with one of the providers
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- Design student, 28, single, from Indore
- Not earning, parents supporting studies
- Spends ~40-50K/year on traveling
- Loves to travel solo, and absorb things
- Interested in exploring nature & wild-life
Seeking to explore north-eastern wild-life & tribes
Namita Shah
CONFIDENTIAL TOROOTS.COM
Seeking to explore north-eastern wild-life & tribes
Namita Shah
Googles e.g. north-east wildlife & tribal tour, and similar other keywords she can think of for the experience she’s looking for
Comes to know about providers like Greener Pastures, and other generic travel agencies offering relevant trips
Had to go through long text-based itineraries (without much visual content) scattered across the web from various service providers
Goes through the hassle of calling some providers and asking details about available experiences, and tries to understand what she’s going to get
Though she’s has doubts in mind about service, satisfaction, no reviews, has to go through manual booking hassles etc., she books tour with one provider
CONFIDENTIAL TOROOTS.COM
- IT professional, 26, single, from Calcutta
- Earning 40+ K per month
- Spends ~60-70K/year on 2-3 short trips
- Loves spending time with friends
- Likes adventure in particularKaushik Sarkar
Looking to take a weekend adventure trip with friends
CONFIDENTIAL TOROOTS.COM
Looking to take a weekend adventure trip with friends
Kaushik Sarkar
Googles relevant activities in his proximity possible over weekend with various combinations activities e.g. rafting, parasailing etc.
Comes to know about sites like Thrillophilia (marketplace for adventure travel), checks available options available on the site
Tries to absorb the experience from images & details provided, couldn’t get things like reviews from customer, no visibility on actual service provider etc.
Shares the links for the liked experiences with friends, and finalizes any experience to book. But not confident due to certain doubts as above
Either calls to clear doubts or sends enquiry and waits for a call or message from Thrillophilia, and then books the experience after asking questions
CONFIDENTIAL TOROOTS.COM
‘The Creator’Experiential Travel Service Provider
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Sameer Shisodia
- Runs ‘Linger’, which functions on the ‘Do Nothing’ and being at peace with yourself philosophy
- Provides getaways with focus on stress - free experience
- Seeks travelers who want to relax & rejuvenate
- Static website with complex navigation to showcase all the available options
- The content doesn’t paint a picture for the traveler to understand what he’ll get
- Website & social media are biggest channels to drive sales
- Partnerships with complementary service providers are also helping sales
- Maximum operations managed manually, thus operational efficiency goes down
- E.g. no availability calendar of experiences, call/email for bookings
- Major bandwidth goes in sales & managing operations/support for customers
- Not able to utilize complete inventory due to lack of technology support, and regular customer flow
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Manisha Pande
- Runs ‘Village Ways’, which works on the philosophy of ‘sustainable rural tourism’
- Provides true insight into village life via partner villages
- Seeks travelers who crave for the rural living experiences
- Static website, complex navigation, not able to perform any function e.g. online bookings
- Showcases available options but mostly textual descriptions without any visuals
- Sales office in UK & ravel agents drives major sales
- Tie-ups with other providers also helps in generating some sales
- Almost negligible use of digital media and technology
- These drastically limit opportunities of sales & operational efficiency respectively
- Major bandwidth goes in business development and then managing operations for customers
- Not able to utilize complete inventory due to lack of enough sales & operational support system
CONFIDENTIAL TOROOTS.COM
Vaibhav Todi
- Runs ‘Greener pastures’, which functions on the ‘eco-tourism to exotic wildlife’ philosophy
- Focus on wildlife & tribal culture, and eco-tourism
- Seeks travelers who appreciate & help wild life to grow
- Basic website which showcase available options in itinerary format, no pricing details
- Very complex navigation, and no functional feature e.g. bookings
- Website comes up in search results, so website is biggest sources for sales
- Travel (commission) agents are also another source for getting some sales
- Almost negligible use of digital media and technology
- These drastically limit business development & operational efficiency respectively
- Most bandwidth goes in business development, customer support, and managing operations
- Not able to utilize complete inventory, as not enough sales, and systems to support more customers
CONFIDENTIAL TOROOTS.COM
Jai Govind
- Runs ‘Renok Adventures’, to help travelers experience the world of trekking in India
- Specializes in trekking, adventure & outbound training
- Seek adventure travelers who like thrill & challenges
- Basic website showcases available options, but mostly textual descriptions
- Navigations is complex navigation, and no functionality e.g. bookings
- Active on certain social media channels to drive sales
- Website comes up in search results, so helps in getting customers
- Using technology to a bit, to support the trips which are mostly done in batches
- Managing operations becomes a big hassle for the small team
- Major bandwidth goes in business development, customer support, and managing operations
- Not able to utilize complete inventory as don’t have enough sales, and support system for more
CONFIDENTIAL TOROOTS.COM
Both ends of business facing problems
Seeker Problems
Lack of awareness what/how to search
Discoverability of needed options
Uncertainty of what exactly he’ll get
Doubts about service quality/satisfaction
Hassles of booking, pre/post sales support
Creator Problems
Lack of expertise in showcasing offerings
Accessibility to the customer
Lack of technology support for operations
Lack of man-power for customer support
Seeker insights to improve/create offerings
Seeker: New age experiential traveler | Creator: Experiential travel provider
CONFIDENTIAL TOROOTS.COM
SEEKERS CREATORS
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ToRoots – solving issues for both seekers & creators
Easy Browse & Instant Book
Verified & Curated Experiences
24 x 7 Seeker Support
Easy Cancellation & Refunds
Custom Travel Insurance
Wish-list & Suggestions
Showcase Experiences to World
Training to Improve Experiences
24 x 7 Creator Support
Smooth Operations with Technology
Create Seeker Driven Experiences
Test Waters for More Experiences
ToRoots Platform
CONFIDENTIAL TOROOTS.COM
ToRoots model – making experiential travel easy
Key Partners
- Creators (offers experiences)- Seekers (buys experiences)- Curators (gets creators onboard)
Key Activities
- Product dev & mgmt.- Building & managing Creator network- Building & managing Seeker network
Value Proposition
Creators- Grow business by selling experiences
- Content, suggestions & help to create more- Tech & support for smoother operations
Seekers- Easy discovery & booking of verified exps.
- Custom travel insurance as per the experience
Key Resources
- Creators- Skilled employee- Community
- Technology
Channels
- Website- Seeker Apps- Creator Apps
Revenue Streams
- Commission from experience Creators- Fee for tech API for Creator websites
Customer
Relationship
- Customer Service- Social Media- Contribution rewards- Travel Insurance
Cost Structure
- Technology setup & running cost- Salaries to permanent employees- Payment to community for contribution
CONFIDENTIAL TOROOTS.COM
Where are we – we are in business
- Core team of 3 people in place
- Tech partner who has worked with funded startups in pastTeam
- 40+ paid customers & 300,000+ total revenue
- INR 1,300,000 worth of leads since first beta launch (1 month)Business
- 200+ seekers subscribed [Yr. 1 target = 20000]
- 37 bloggers onboard [Yr. 1 target = 50]
Seekers & Community
- 40 Creators (800+ experiences) [Yr. 1 target = 32]
- Only 41 verified experiences put on portalCreators
- Portal Beta (1) out, Public beta launching in May 1st week
- iPhone app launching in mid-June, Android in JulyDevelopment
- INR 12 lakh personally invested.
- Pre-seed raised at valuation of INR 50 Mn.Investment
- Community of 1500+ people, engagement rate more than 20%
- 800 Unique visitors on 1st Beta portal in 1 monthDigital Stats
CONFIDENTIAL TOROOTS.COM
ToRoots Team - Everyone has global MNC & Startup Experience
HT Media, KRDS (Digital Marketing)
WindChimes ( Top 10 Social Media Co.)
Daffodil SWs (Mobile & Cloud Solution Startup)
Ayush Kashyap
Windchimes, SocialChamps (Social Media)
Redbytes (Software Service Startup)
CollegeKhabar, CVL (Edu-tech Startup)
AC Neilsen (Research & Consulting)
Marketgate Dimensions (Research Startup)
Google India (Information Technology)
(Founder Curator)
Simran Kaur
(Founder Curator)
Naveen Meena(Founder)
5AM Ventures (Angel Investment)
TinyTapps, Redbytes (Tech. Startups)
Morgan Stanley, ABN Amro (Investment Banking)
Altaf Rehmani(Investor, Advisor, CTO)
CONFIDENTIAL TOROOTS.COM
Ask = INR 50 Lakhs (to reach operational BE & raise Series-A)
METRIC (Amount in INR Cr.) Year 1 Year 2 Year 3 Year 4 Year 5
Margin on Transaction 10% 10% 10% 12% 12%
Total Seekers 2,989 34,226 214,445 615,266 1,012,139
Total Cash Inflow 0.39 4.86 33.28 124.08 223.51
Curation Outflow 0.30 2.44 11.72 23.40 35.69
Marketing Outflow 0.27 1.72 13.21 54.98 105.13
Technology Outflow 0.16 0.70 4.28 13.89 24.41
Facilities Outflow 0.05 0.40 1.46 2.10 3.09
Mgmt./Advisory Outflow 0.22 0.22 0.26 0.31 0.37
Support Team Outflow 0.06 0.50 1.19 1.85 2.37
Total Cash Outflow 1.06 5.98 32.12 96.53 171.03
Net Cash Inflow (0.67) (1.10) 1.18 27.55 52.48
Cumulative Net Cash Inflow (0.67) (1.77) (0.59) 26.94 79.42
*Valuation 12 40 330 1240 2230
*Valuation has been kept 10x of revenues. Average in ecommerce marketplace models in 25x+
CONFIDENTIAL TOROOTS.COM
Milestones
0 12 24 36 48 60
1 K 10 K 100 K 0.5 Mn. 1 Mn. 1.5 Mn.
SEEKERS
400 5 K 10 K
EXPERIENCES
REVENUE
10 Mn. 100 Mn. 500 Mn. 1 Bn. 2 Bn. 3.5 Bn.
OTHERS
Launch Revamp Opn. B/E B/E
MONTHS
1 K
Creators
0.5 Mn.
In-App
Customization
1K 10 K
Series A
CONFIDENTIAL TOROOTS.COM
Looking to tap 6% of experiential travel seekers in India
8 Mn.
9.6 Mn.
11.5 Mn.
13.8 Mn.
16.6 Mn.
3 K 30 K 200 K 600 K 1 Mn.
Total Potential Seekers
Seekers Serviced by ToRoots
0.04% 0.36% 1.86% 4.45%6.10%
Only Considering Indian Seekers
CONFIDENTIAL TOROOTS.COM
Competition Matrix
Feature ToRoots Thrillophilia TravelTriangle MMT type OTAs
Marketplace Yes Yes Yes No
Verified Experiences Yes No No No
Instant Booking Yes Yes No Yes
24 x 7 Support Yes No Yes Yes
Customization Yes No Yes Yes
Seeker App Yes Yes No Yes
Creator App Yes No No No
Training to Creators Yes No No No
Seeker Insights Yes No No No
Creator Branding Yes No No No
Insurance Yes No No No
Seekers’ Wishlist/Suggestions Yes No No No
Market Testing for Creators Yes No No No
Community driving activities Yes No No No
CONFIDENTIAL TOROOTS.COM
Summary
• $ 300 billion global industry only for activity & adventure travelIndustry
• 8 million seekers in India (considering only online seekers)Potential
• A community driven online marketplace for experiential travelSolution
• Young team with both startup & MNC exposure, & strong advisoryTeam
• To tap 6% of Indian experiential seekers by 5th yearTarget
CONFIDENTIAL TOROOTS.COM
Month-on-Month Milestones
Investment - INR 50 L
Full Feature Portal
iOS App Beta
80 Verified Experiences
Full Feature Portal
iOs App Beta
80 Verified Experiences
INR 18L Gross Sales
Android App Beta
120 Verified Experiences
2000 Registered Users
INR 22L Gross Sales
150 Verified Experiences
INR 28L Gross Sales
Hire: Designer & Content
50 Creators Signed Up
180 Verified Experiences
INR 35L Gross Sales
75 Bloggers Onboard
5000 Registered Users
200 Verified Experiences
INR 40 L Gross Sales
Pitch for Series A
Hire: Customer Support
INR 50L Gross Sales
250 Verified Experiences
Hire: Curator
10,000 Registered Users
1st Tranche of Series A
Hire: CFO & UI
INR 65L Gross Sales
Op. BE Achieved
20,000 Registered Users
INR 85L Gross Sales
Hire: CTO
400 Verified Experiences
CONFIDENTIAL TOROOTS.COM
Thank You