Community Drivel Platform for Experience Travel

CONFIDENTIAL TOROOTS.COM

ToRootsLive The Journey


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


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


‘The Seeker’New Age Experiential Traveler


- 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


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


- 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


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


- 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


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


- 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


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


‘The Creator’Experiential Travel Service Provider


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


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


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


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


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


SEEKERS CREATORS

WEB

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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


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


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


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)

https://in.linkedin.com/in/ayushkashyap

https://in.linkedin.com/in/ayushkashyap

https://in.linkedin.com/pub/simran-kaur/a/170/0

https://in.linkedin.com/pub/simran-kaur/a/170/0

https://in.linkedin.com/in/naveenmeena

https://in.linkedin.com/in/naveenmeena

https://in.linkedin.com/in/altafrehmani

https://in.linkedin.com/in/altafrehmani


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+


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


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


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


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


Month-on-Month Milestones

Investment - INR 50 L

Full Feature Portal

iOS App Beta

80 Verified Experiences

Full Feature Portal

iOs App Beta


INR 18L Gross Sales

Android App Beta


2000 Registered Users

INR 22L Gross Sales


INR 28L Gross Sales

Hire: Designer & Content

50 Creators Signed Up


INR 35L Gross Sales

75 Bloggers Onboard

5000 Registered Users


INR 40 L Gross Sales

Pitch for Series A

Hire: Customer Support

INR 50L Gross Sales


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



Thank You