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BABAIOLA | FactorYmpresa Turismo | Accessibile

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FactorYmpresa Turismo
L'accelerathon della sfida ACCESSIBILE!
Roma, 27 e 28 settembre 2019
Coffee House di Palazzo Colonna
Sala Altoviti del percorso museale di Palazzo Venezia
https://scientific.wtevent.it/la-sfida-accessibile/innvovatori/
http://www.factorympresa.invitalia.it

BABAIOLA
Babaiola è il primo LGBT social travel in Europa. Gli utenti utilizzano l’ App mobile o il Sito web Babaiola come piattaforma dove reperire informazioni quali: le zone più gay friendly (LGBT) delle città, eventi dedicati, club, hotel gay friendly e per interagire con oltre 20K iscritti per trovare compagni di viaggio e/o fare nuove amicizie.

20 team d’innovatori in startup hanno presentato la propria idea imprenditoriale davanti alla giuria di FactorYmpresa Turismo: è la fase finale di un Accelerathon che ha coinvolto le migliori idee selezionate da INVITALIA | L’Agenzia per lo Sviluppo attraverso una call pubblica, ognuno di loro ha avuto a disposizione 3 minuti per il proprio pitch, ai primi 10 premi in denaro per una dotazione finanziaria complessiva di € 100.000 e servizi d’accompagnamento al mercato.

FactorYmpresa Turismo è un programma d’incentivi partito nel 2017 con la Direzione Turismo del Ministero dei beni e delle attività culturali e del turismo MiBACT.

La sfida ACCESSIBILE!

La SFIDA: offrire servizi innovativi per l’accessibilità fisica, generazionale e culturale dei luoghi e dei territori, aprendoli alla valorizzazione turistica per tutti. Individuare le barriere e proporre soluzioni per superarle, al fine di ampliare il più possibile la fruibilità del nostro Paese ai viaggiatori che richiedono servizi specifici in ragione dei propri bisogni.

FactorYmpresa Turismo è andata a focalizzare con la sfida ACCESSIBILE! l’attenzione sull’accessibilità alla fruizione turistica per tutti i viaggiatori: si è trattato di pensare a soluzioni in grado di abbattere ogni ostacolo legato a condizioni di età, di salute, fisiche, di ceto sociale e di livello culturale, dando la possibilità ai visitatori di fruire liberamente il territorio ed i servizi turistici, comprendere e interpretare la storia, la complessità e la varietà del patrimonio materiale e immateriale del Paese.

Veröffentlicht in: Reisen
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BABAIOLA | FactorYmpresa Turismo | Accessibile

  1. 1. LGBT social travel Nicola Usala - CEO
  2. 2. Problema X Mondo non accessibile Fonte: thinkwithgoogle.com & skift.com Rinuncia No info +30% ricerche
  3. 3. 42 X
  4. 4. X
  5. 5. 42 X
  6. 6. X
  7. 7. La piattaforma Oggi nella piattaforma sono iscritti oltre 20K persone da tutto il mondo. Il 70% viene dall’Italia 24% Europa 6% Sudamerica X
  8. 8. Algoritmo Collecting data +2K sorgenti Engine Modello matematico Guida LGBT Accessibile real-time X
  9. 9. Chi sono i nostri utenti? LGBT+ Lesbian Gay Bisex Trans DINK +38% di potere d’acquisto X
  10. 10. CAGR 29% €75B Turismo LGBT Source: GETA Europe & Eurisko Mercato bit.ly/babaiola_competitor X
  11. 11. Modello di business Business intelligence per tour operator Piano di marketing Inserzioni pubblicitarie Lead generation X
  12. 12. Modello di business X
  13. 13. Senior Developer Sociologist Senior Developer Sardinia pride Team Federica Saba CMO Nicola Usala CEO Enrico Garia CTO Michele Pipia Business developer X
  14. 14. Mission Velocizzare lo sviluppo web Potenziare attività marketing Punto di riferimento in europa per la comunità LGBT X
  15. 15. LGBT social travel Nicola Usala - CEO nicola@babaiola.com 346 143 9027
  16. 16. Chi siamo? X LGBT Social traveI Con 20K users Zone gayfriendly città Eventi/club LGBT Hotel gayfriendly
  17. 17. Chi sono i nostri utenti? Il viaggiatore LGBT fa 3-4 vacanze all’anno Il rapporto qualità prezzo è una delle variabili principali nella scelta del viaggio Ha tra i 22 e +45 Anni Ha un reddito annuale superiore ai €30.000 76% vive nelle città e metropoli del Centro Nord Italia 80% ha un diploma o una laurea Lavora come freelance o imprenditore Per le vacanze spende il 38% in più rispetto ai viaggiatori eterosessuali (tra i 4000 ed i 6000 euro) 
 75% ha uno smartphone di ultima generazione 
 32% ha un tablet
  18. 18. Micro moments Dreaming Planning Booking Experiencing
  19. 19. Statistiche sito 50K accessi unici al mese alla piattaforma 5,4 minuti sessione media utenti registrati 70% apertura DEM
  20. 20. Business case
  21. 21. W O L F w w w . w e b s i t e . c o m 7 BUSINESS CASES ANALISI SERVIZI: La prima fase affrontata con il cliente (Tour Operator) è stata l’analisi delle destinazioni e la loro classificazione sulla base dei criteri normativi della nazione di riferimento. Ciò ha permesso una prima scrematura delle mete turistiche. #LOVEWINS FASE 1/4 La prima fase affrontata con il cliente è stata l’analisi delle destinazioni del portafoglio offerte e la classificazione sulla base dei diritti LGBT nella nazione di riferimento. Ciò ha permesso una prima scrematura delle mete turistiche. Alpitour Analisi
  22. 22. W O L F w w w . w e b s i t e . c o m 8 BUSINESS CASES INDIVIDUAZIONE SERVIZI: Nella seconda fase sono stati analizzati Eventi ed Hotel nelle destinazioni prese in considerazione, per individuare gli appuntamenti e le strutture di maggiore rilievo – e con le dovute caratteristiche affinché siano adatte ad un pubblico LGBT. #LOVEWINS FASE 2/4 Nella seconda fase è stata fatta un’ulteriore selezione attraverso il nostro algoritmo proprietario di analisi di eventi ed hotel presenti nelle destinazioni. Dopo un ulteriore check del reparto marketing si sono individuati gli appuntamenti e le strutture di maggior rilievo che fossero adatte e di interesse per il pubblico LGBT Alpitour Business Intelligence
  23. 23. W O L F w w w . w e b s i t e . c o m 9 BUSINESS CASES SEMPLIFICAZIONE SERVIZI: Nella terza fase, tutti i dati raccolti sono statti inseriti all’interno di una piattaforma destinata agli agenti di riferimento del Tour Operator. Attraverso tale piattaforma, è possibile conoscere hotel, eventi, locali ed altri elementi di interesse per guidare al meglio il cliente nella scelta della vacanza. #LOVEWINS FASE 3/4 Alpitour Nella terza fase, tutti i dati raccolti sono stati inseriti all’interno di una piattaforma destinata agli agenti di vendita di Alpitour. Attraverso tale piattaforma, è possibile conoscere real-time hotel, eventi, locali ed altri elementi di interesse per guidare al meglio il cliente nella scelta della vacanza. Sono state fatte 2 giornate di formazione su comunicazione con il cliente e utilizzo piattaforma Alpitour Dashboard Formazione Agenti
  24. 24. W O L F w w w . w e b s i t e . c o m 10 BUSINESS CASES STRUTTURAZIONE SERVIZI: Infine, sono stati strutturati pacchetti di viaggio che fossero adatti, per destinazione, servizi, vicinanza alla Comunità LGBT e struttura, al pubblico di riferimento di Babaiola.com. Sono state così avviate campagne di acquisizione utenti, che hanno generato oltre 200 richieste in meno di 27 giorni. #LOVEWINS FASE 4/4 Alpitour Infine, per il primo lancio alla community sono stati strutturati pacchetti di viaggio che fossero adatti, per destinazione, servizi, vicinanza alla comunità LGBT e struttura, al pubblico di riferimento di babaiola.com. Sono state così avviate campagne di acquisizione utenti tramite landing e DEM che hanno generato oltre 530 richieste di preventivo in meno di 27 giorniLead generation
  25. 25. 530 richieste preventivo con un carrello medio di €1900 per un totale di €1.07M I lead comprendevano, nome, cognome, numero di telefono, città di partenza, pacchetto vacanza di interesse. CTR di click sull’advertising 9% Apertura DEM 63% Alpitour risultati
  26. 26. Business case
  27. 27. car2go Produzione grafica personalizzata per la comunità LGBT Selezione e promozione attraverso canali specifici per la comunità LGBT del marchio car2go Pianificazione e produzione di testi ad-hoc Landing page Conversione online -> offline
  28. 28. car2go risultati 150 nuove registrazioni (conversione da online ad offline in quanto per completare la registrazione bisogna consegnare la patente in un centro autorizzato car2go) I dati raccolti durante la campagna sono stati: anagrafici, mail, carta di credito Miglioramento della percezione del brand all’interno della community Link
  29. 29. Mar 2016 Foundation Business angel Jun 2017Jan 2017 Mar 2018Feb 2018 90K crowdfunding Validazione Dec 2017 Oct 2018 >20K users Apr 2019 Launch Private beta App
  30. 30. 400K Users Oct App release 2019 2020 Dec January March June Roadmap
  31. 31. Admin 10% Marketing 54% R&D 36% €350K 150K already raised Financial need
  32. 32. Exit strategy
  33. 33. federica@babaiola.com Federica Saba Explore, Travel, Love CMO & Co-Founder
  34. 34. Business case estratto dell’analisi presentata (confidenziale)
  35. 35. W O L F w w w . w e b s i t e . c o m 13 ANALISI PRELIMINARE Studio preliminare del prodotto MSC Crociere.
  36. 36. W O L F w w w . w e b s i t e . c o m 14 QUESTIONARIO Formulazione di personas in base alle risposte. PERSONAS Trend delle destinazioni più desiderate. ITINERARIO Servizi maggiormente rilevanti. SERVIZI #LOVEWINS QUESTIONARIO SOMMINISTRATO A 100 UTENTI CASUALI SCELTI TRA QUELLI PIÙ ATTIVI DELLA PIATTAFORMA CHE SIANO RESIDENTI IN UNA DELLE CITTÀ DI PARTENZA DELLE NAVI MSC CROCIERE. NON È STATO CITATO IL MARCHIO.
  37. 37. W O L F w w w . w e b s i t e . c o m 16 ITINERARIO #LOVEWINS È EMERSA LA PREFERENZA DI DESTINAZIONI, NEL MEDIO RAGGIO, ALL’INTERNO DEL MAR MEDITERRANEO. MOLTO APPREZZATE MYKONOS E MALTA; I PAESI PIÙ CITATI SONO ITALIA, SPAGNA, FRANCIA, GRECIA, MALTA.
  38. 38. W O L F w w w . w e b s i t e . c o m 15 PERSONAS MARIO 36 Anni Roma Middle Manager 36K / anno € 3.8K vacanza LUCA 41 Anni Napoli Manager 64K / anno € 6,4K vacanza ANTONIO 38 Anni Genova Impiegato Pub. 40K / anno € 4,1K vacanza MIRKO 46 Anni Roma Imprenditore 103K / anno € 10,1K vacanza #LOVEWINS DAL QUESTIONARIO È RISULTATO UN INVESTIMENTO MEDIO DI € 4.300 A PERSONA. IL PREZZO È RELATIVO AI TRASPORTI AEREI, L’ALLOGGIO, IL CIBO E TRASPORTI IN LOCO. IL RESTO È DA CONSIDERARSI COME EXTRA.
  39. 39. W O L F w w w . w e b s i t e . c o m 18 PRIVACY Libertà di essere sé stessi nel corso della vacanza. #LOVEWINS IL 99% DEGLI INTERVISTATI HANNO RITENUTO ESSENZIALE IL RISPETTO DELLA PROPRIA PRIVACY: CIÒ SIGNIFICA CHE SI AFFIDERANNO AD OPERATORI CAPACI DI RISPETTARE IL PROPRIO ORIENTAMENTO. 99%
  40. 40. W O L F w w w . w e b s i t e . c o m 19 ESCLUSIVITÀ Ricerca di un prodotto realizzato su misura. #LOVEWINS GLI INTERVISTATI SONO DISPOSTI A SPENDERE DI PIÙ QUALORA IL SERVIZIO OFFERTO RISULTI ESCLUSIVO. IL CAMPIONE HA DICHIARATO DI INVESTIRE IL 41% IN PIÙ PER VACANZE AD HOC RISPETTO A PACCHETTI STANDARD. +41%
  41. 41. W O L F w w w . w e b s i t e . c o m 20 AREE DEDICATE Spazi dedicati ad un pubblico adulto, privo di bambini. #LOVEWINS IL CAMPIONE HA MANIFESTATO L’IMPORTANZA DI AVERE AREE ESCLUSIVE, NELLE QUALI SIA POSSIBILE MANIFESTARE – NEL RISPETTO DELLE REGOLE – IL PROPRIO ORIENTAMENTO. ANCHE I BAMBINI SONO FONTE DI STRESS. 63%
  42. 42. W O L F w w w . w e b s i t e . c o m 21 EXTRA Occhio di riguardo alle attività collaterali, rivolte alla Comunità LGBT. #LOVEWINS QUALORA SIANO OFFERTE ATTIVITÀ STUDIATE PER LA COMUNITÀ LGBT, IL CAMPIONE INTERVISTATO HA DETTO DI ESSERE DISPOSTO A SPENDERE IL 38% IN PIÙ RISPETTO AD ALTRE ATTIVITÀ. +38%

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