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OpenTable Competitive Strategy Analysis

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OpenTable Competitive Strategy Analysis

  1. 1. Agenda 1. Introduction to OpenTable 2. Value Proposition of Online Restaurant Reservation 3. External Analysis 4. Internal Analysis 5. Recommendation
  2. 2. First-mover in Restaurant Reservation Industry (RRI) Launched 1999 in San Francisco and Chicago Invented Electronic Reservation Book Leader in the US with roughly 32,000 restaurants & 158 million customers seated (2013) Revenue Model Subscription fees ($244 average) Reservation fee per customer seated ($0.25-$7.50)
  3. 3. Restaurant Reservation Value Proposition Perishable inventory – an empty table is a lost opportunity Customer accessibility – reduce reservation friction Customer loyalty – know and reward their customers Business & marketing acumen – restauranteurs love food, not business
  4. 4. The Restaurant Reservation Industry Platforms OpenTable, Yelp, La Fourchette One-Way Reservation uReserv, Eveve, rGuest Two very different models.
  5. 5. Restaurant Reservation Platforms Diners: Restaurant Search Review Reservation Changes Cancellation -- Restaurants: Real-time Reservations Table Management Marketing Diners Restaurants $$
  6. 6. Attractiveness of the RRI PROS  No clear global leader  Low barriers to entry in underserved areas  Tendency towards convenience & technology  53% US of diners never made reservation online CONS  Complexity of the industry  Growing competition  Threat of envelopment is high  Dominance of large platforms due to strong cross-side network effects Medium Level of Attractiveness
  7. 7. OpenTable Full ERB, Connect, Guest Center Restaurants Restaurant’s Own Website Other Platforms Yelp, LaFourchette OpenTable Diner sourcing to OpenTable Diner sourcing to competitor ERBs Diners Platforms One-Way ERBs Other Platform ERBs Yelp, LaFourchette One-Way Reservation uReserv, Eveve, rGuest Where OpenTable Competes
  8. 8. First-Mover Advantage Strong Cross-Side Network Effects
  9. 9. Competitive Advantage RESOURCES  IT Expertise  Financial  Partnerships  Marketing expertise CAPABILITIES  Software development  Acquisition management  Toptable – UK market  Cholo – mobile payment  Relationship-building  Yelp & Facebook  Brand management  Marketing capabilities First-Mover Advantage
  10. 10. Is this Competitive Advantage Sustainable? Threat from Platforms Threat from One-Way ERBs  Dent in the partnership model  Strong cross-side network effects  Ability to exert diner pull  Promote change in diner behaviour  No marketing responsibility LOWER PRICES
  11. 11. Recommendation Create Positive Same-Side Network Effect On Its Subsidy (Diner) Side
  12. 12. OpenTable Payments Better positioned compared to competitors (PayPal, Cover, MyCheck) Seamless Integration between ERB, POS, Mobile App Skip verification step (time-savings)
  13. 13. OpenTable Payments: Roll Out Integration with more POS systems Lowering subscription fees to match competitors ERB IS CENTRAL FOR SUCCESS OF MOBILE PAYMENTS
  14. 14. How Does It Create Positive Same-Side Effects? Popoff LaBarge Hussein Nelson $$ $$ $$
  15. 15. Bill-Splitting Function! Popoff LaBarge Hussein Nelson
  16. 16. First-Step Toward a Community of Diners! PopoffLaBarge Hussein Nelson

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