The largest ski transfer operator in Europe
How to win the ski touring market in the European market?
#desk_research
#JTBD
#custdev
#market_assessment
Context of the study
The client wanted to strategize the launch of a new product in Europe - package ski tours.
In order to compile the MVP image and UTP of the future product, the market prospects in money, audience needs and competitive positioning were unknown.
In order to compile the MVP image and UTP of the future product, the market prospects in money, audience needs and competitive positioning were unknown.
Results
1
Assisted the client's product team with developing an MVP image and product UTP based on the results of our research.
2
We assessed the prospects of three markets in money: the transfer market, the lodging market and the ski pass market.
3
Segmented the audience based on their motivations for buying ski tours: what kind of experience they are looking for, who they are spending time with and how they are spending their time, and what situations they are traveling in.
Context of the study
The client wanted to strategize the launch of a new product in Europe — package ski tours.
In order to compile the MVP image and UTP of the future product, the market prospects in money, audience needs and competitive positioning were unknown.
In order to compile the MVP image and UTP of the future product, the market prospects in money, audience needs and competitive positioning were unknown.
Results
1
Assisted the client’s product team with developing an MVP image and product UTP based on the results of our research.
2
We assessed the prospects of three markets in money: the transfer market, the lodging market and the ski passes market.
3
Segmented the audience based on their motivations for buying ski tours: what kind of experience they are looking for, who they are spending time with and how they are spending their time, and what situations they are traveling in.
Objectives of the study
Conducted 24 in-depth interviews with Brits and understood their accent
An in-depth study of British skiers, learning about travel motivations, tour selection experiences, challenges, needs and even an appreciation of a London-based artist's ski boots and art gallery.
Constructed a complete Jobs To Be Done graph
Recognized all the “jobs” in the ski vacation process and built a complete JTBD job graph.
We calculated the volume of transfer, ski lodging and ski pass markets in money
There were no ready numbers, so we estimated the market in several ways to double-check. For the ski lodging market, we sparred the number of alpine hotels in Booking for all European resorts and calculated their revenue.
Sparse 5,000 competitor reviews and partitioned using GPT
To find competitors' weaknesses and strengths, we sparred reviews on Trustpilot and tagged them using neural networks.
Passed on the conclusions to the international team
Not everyone in the client's team spoke Russian, so we conducted the defense entirely in English. On the call we presented the main conclusions about the audience and the market, and proposed two product concepts for development.
In-depth interviews and Customer Path Analysis (COM) to increase the average check
Analyzing the German and US migrant market to launch a training product
Choosing a promising country to launch among the USA, UK, Canada, India and Australia. Testing the hypothesis of the relevance of the online business community
In-depth interviews and customer journey analysis (CJM) to increase average checks
Analysis of the Synth Pop music genre consumption market in Eurasia, with identification of target regions for the brand's release
Development of corporate identity and guidebook for the international SLP community
Logo and corporate identity development, branding of media and merchandise
In-depth interviews and Customer Path Analysis (COM) to increase the average check
Analyzing the German and US migrant market to launch a training product
Choosing a promising country to launch among the USA, UK, Canada, India and Australia. Testing the hypothesis of the relevance of the online business community
In-depth interviews and customer journey analysis (CJM) to increase average checks
Analysis of the Synth Pop music genre consumption market in Eurasia, with identification of target regions for the brand's release
Development of corporate identity and guidebook for the international SLP community
Logo and corporate identity development, branding of media and merchandise