Capstone final presentation deck_ final
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Transcript of Capstone final presentation deck_ final
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Appendix
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Percentage of millennials in NY domestic visitors
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Target size calculation• Average US millennials travel to New York: 7,548,000 people• 14.4% of them have demand for personal guide: 1,086,912
people• Tourific! Expect to acquire 2% market share: 21,738 people
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Travel spending
• US domestic markets supplied 70% ($44 bn) of the New York State’s traveler spending base in 2015.• International markets
represented 30% ($19 bn) of the spending base.
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Marketing Type Budgets Benchmarks Results: Users
Social Ads66%
Facebook news feed ads mobile $27,000 -CPC $0.29
-Conversion 5%Clicks 93,103New users 4655
YouTube bumper ads(6 secs non-skippable ads)
$24,600 - CPM $2.46- Conversion rate 0.08% New users 8,000
Google Ads26% Display ads $20,436 --CPC $0.24
-Conversion 3%Clicks 83,333New users 2,499
Retargeting 7% Adroll $6,000 -CTR 0.38%
-Conversion 6.9%Reach 19,069Clicks 72,463New Users 5,000
Email marketing1%
MailChimp $1,000-Click-to-open rate 6.3%-Promo code redemption 38.4%
Email sent 95,072New users 2,300
Total(20% of the revenue)
$79,036 22,454
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Benchmarks Reference
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Financials2017
Worst Most likely Best
Number of Domestic travelers to NY 40 million 44.4 million 60 million
Target customer size 19,584 21,738 29,376
Gross profit(2% market share) $157,466 $182,237 $337,824
Expenses $283,304 $293,136 $318,907
Net income $(125,838) $(110,899) $18,917
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Worst case scenario
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Balance sheet
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P/L
Projected Three-Year Income Statement Summary
2017 2018 2019
Gross profit 182,237 337,240 367,878
Expenses 293,136 294,483 313,384
Net Income $(110,899) $42,757 $54,494
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Management team
Chief of partnership
Marketing/PR
CEO/CFO
Product Manager
Locals and travelers support
Inspiration board
maintain
Customer Service
Finance
Web/app developer
Graphic designer IT