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Продуктовая стратегия и позиционирование: как
выделиться среди гигантовEugene Lisovskiy, CEO
April, 2018
MAPS.ME#1 travel maps
Agenda
1. ДНК продукта: что мы делаем, а что мы не делаем. 2. Сильный бренд = Word of Mouth = Органика. 3. Обратная связь с пользователями - ключ к
качественному продукту.4. Наукообразие в приоритезации задач: ключевые
приоритеты. 5. Стратегия долгосрочного развития: как мы изменим
travel индустрию
★ Free, Offline, Open Source, OSM Based.
★ 90+ Million Installations All Over The World.
★ #1 Map For Travellers In 50+ Countries.
★ 20X Users Growth Since 2014.
★ 4,6 Stars Rating Out Of 1+ Million Reviews.
★ Navigation with traffic In 38 Countries.
Offline Maps With Turn-by-turn Navigation and Traffic
Understanding Traveller’s Behaviour
Travelling Moments Cycle
Dreaming Planning Booking Experiencing
Building a draft of a route, making final decision on the destination.
Looking for an Inspiration (YouTube, NatGeo, Instagramб Friends).
Booking flights, hotels, cars, guides, tickets.
Navigating, shopping, visiting attractions, sharing photos, booking on the go (hotels, attractions).
Travelling Moments: Experiencing Stage
Source: Google, 2017, Travel HUB conference
40%of travellers use offline maps to navigate
Travelling Moments: Experiencing Stage
Source: ThinkwithGoogle.com, Jul 2016, How Mobile Influences Travel Decision Making in Can't-Wait-to-Explore Moments
85%
of travelers decide on activities only after having arrived at the destination.
Travelling Moments: Experiencing StageOnline Maps
Offline Maps
Transit Maps
Translation
Recommendations
Accommodation Booking
Flight Booking
E-brochures
Events booking
Local POIs Guides
City Guides
Nothing
Other
Understand Your Audience
MAPS.ME Users: Age & Gender
50% Y + Z generations (13-34)32%68%
Listen to What People Really Say About Your
Product
Travellers Recommend MAPS.ME
Analyse Market Trends & Public Reports
Investor Presentations
Go Deeper In Details
Users Feedback Product Analytics
Market Research
Product Strategy
1B Users with Slow Internet
Yelp Local Ads in US: $800M Revenue in 2017
Source: Yelp Data Sheet 2013-2017, yelp-ir.com/investor-overview
Yelp Local Ads in US: Small & Medium Business
Source: Yelp Data Sheet 2013-2017, yelp-ir.com/investor-overview
5 miles
76% of people visit a nearby business within a day
28% of them result in a purchase
Source: ThinkwithGoogle.com, May 2016, Mobile, Search, Consumer Insights, Retail, Micro-Moments
Pizza Breakfast Nail Salon Pharmacy Urgent Care
Right Here + Right Now: The Rise of “Open Now” Searches
Source: ThinkwithGoogle.com, Aug 2017, Mobile, Search, Micro-Moments
Increase in mobile searches for
“stores/food open now”
in the past year.
"Tonight" or "Today" Hotel and Air Queries
Source: ThinkwithGoogle.com, Aug 2017, Mobile, Search, Micro-Moments
Booking.com: Success Story since 2016
3XBookings Growth
2ХCR Growth
Ask Questions To Your Users
MAPS.ME Users: Travel Behavior
60% are active of travellers
Organic Growth: 88% of Users Recommended Us
02.2018, Internal MAPS.ME Users Survey, N all = 60433
How MAPS.ME Users Book Hotels?
Travelling Moments: Booking Stage
Source: MAPS.ME, Jul 2017, MAPS.ME Apps User’s Private Survey
34%
of MAPS.ME users are more likely to book a hotel while on the trip (2X more that in 2016).
Users Survey: 60 433 responds
Core Values (DNA)
Stand Out Of Competitors
Travel CatalogAll in One Maps
#1 Travel Maps
MAPS.ME1. Great Product;2. Focus on Travel;3. OpenStreetMap.
DNA – Product Core Values
1. Speed (fast maps & UX);2. Ease of use;3. Stability & economy (battery, traffic, memory);4. Emotions;5. Is it about travel?6. Can we adopt it for offline usage?7. Can it enrich our data?
OpenStreetMap: Hiking Trails
✓X
OpenStreetMap: Professional Use Data
Google Maps Weakness = MAPS.ME Power
Travel Feature MAPS.ME Google Maps
Optimized map size ✓ Yes X 3-4 times larger
Highly detailed map & additional data ✓ All entire world X Only strategic regions,
b2c only
Full offline support ✓ Search, car, pedestrian, bike, transit X Search & car only
Fast map style ✓ Yes X Need to search area
Long distance routes optimisation ✓ Yes X No
Incremental map updates ✓ Yes X No
Dreaming Planning Booking Experiencing
Apps + Web:
- Route Planning Tool- Ratings/Reviews (UGC)
Apps + Web:
- Hotels- Attractions- Restaurants- Local Guides (locals.maps.me)- Transportation
Apps + Web:
- Inspiration Feature
Apps + Web:
- Navigation- POIs Search- Ratings/Reviews (UGC)
MAPS.ME: Building Travellers Ecosystem
2016-2017
2018-2021
MAPS.ME: Travel Routes – Dreaming & Planning Stages
4
1
2 3
AppsWeb
Local Guides (Web)
Bookmarks (Share)
Inspiration Feature
City/Place
Reviews & Ratings (UGC)
City/Place
Bookmarks (Share) MAPS.MEOne Auth
Inspiration Feature
Guides’ Profiles
Reviews & Ratings (UGC)
Local Ads Platform (Web)
Local Ads Platform
Route Planning Tool Route Planning Tool
MAPS.ME: Building Travelers Ecosystem
Tasks Prioritisation
Product Decision Making: RealtimeBoard
Negotiate To Your Heads For The Best Decision
From Strategy to Business Model
Vision, Strategy,
DNA
Priority Filters
(DNA, UA, RR, $)
Product Pipeline
1-4 years Business
Model
1 year Product
Roadmap
Users’ Feedback
Okay?
Oh, yeah! :)
Half a Year
Not really :(
Retention (R), Acquisition (A), Monetization (M), DNA (D)
Values: -9 / -3 / 0 / +3 / +9This rating system helps to push
up prospective projects.
CUR Priority = R.M.A.D. Priority * CUR Coverage Get Template >
R.M.A.D. Priority = R*rte + A*ate + M*mte + D*dte
= dte= mte
= ate= rte
rte - retention target estimate %...dte - DNA target estimate %
Current Priority = R.M.A.D. Priority * CUR Coverage
Product Strategy + Business Model: Get Template >
Product Impact on Retention
App Install
Some New Feature ReleasedRetention
Old Users Cohort New Users Cohort
New Feature Impact to Old
Users’ Retention, +X%
Time1 year
+X% Retention Growth
CLV is a function of Retention: CLV ≈ f (RRlifetime)
App Install
Retention
Time
Revenue
Monetisation
MAPS.ME Monetization Structure
$
Self Managed Local Ads Platform for
SMB
Native Ads
Promo Projects for Enterprise
Local Guides Service
B2B Solutions
Integrated Travel Partners: hotels,
restaurants, attractions, local
activities.
GEO Data Analytics
Freemium
MAPS.ME Monetization: Local Ads – localbiz.maps.me
★ Bigger icon★ Visible on higher zoom levels★ Outstanding icon shape★ Branded icon option
or
MAPS.ME Monetization: Local Guides
25% of our users are ready
to become a local guide!
51k users took a part in
our survey about local
guides and 13k of them
said they are ready to be a
local guide.
MAPS.ME Monetization: Travel Partners
Thank you! Questions?
Eugene Lisovskiy, CEO @ MAPS.ME
LISOVSKIY.ru/EDU
