ToGoList,Make and Share Your Places,Chenyu Lin, Ruijun Qin, Zhongwei Xiang,10/15/2015,linchenyu1988@Hotmail.com,Problems, We are all different travelers with different interests, backgrounds and preferences. We know well about our home city – Too bad we can’t leverage that knowledge to figure out where to go when they are visiting other places., It’s so hard to pick our favorite destinations from current travel information which is only based on popularity. We are looking for more subdivided location information according to our interests, backgrounds and preferences. ,Solution, ToGoList would like to become the Pinterest in leisure travel industry to create an innovative and friendly travel community., Travelers can share their curated destination lists and travel experience through map and pictures to inspire other travelers, who have similar interests, backgrounds and preferences.,Travelers,Interests,Destinations,Product & Services, By using ToGoList, travelers can,Use it for free forever.,Explore interest labeled destination lists that curated and shared by other travelers.,Search list with various labels of interests (such as Dating, Architecture, and Pilgrimage).,View all destinations straightforward on the mapwith pictures.,Mockup – Website Home Page,Mockups – Destination Lists,Mockups – Destinations on Map,The U.S. Leisure Travel Market,In 2014, U.S. Residents Traveled for Leisure Purpose (Person-Trips*),1.7 B,In 2014, Direct Leisure Travel Expenditures in the U.S.,$644.9 B,In 2014, the Total U.S. International Inbound Visitor Number,73.9 M,In 2014, International Inbound Visitor Spent,$220.6 B,Projected Next 5 Years Leisure Travel Market Average Growth Rate,4.8%,Projected Next 5 Years International Inbound Average Grow Rate,4.5%, * Person-trip defined as one person on a trip away from home overnight in paid accommodations or on a day or overnight trip to places 50 miles or more [one-way] away from home. (See Appendix I & II for more details),Survey Result of Travelers’ Needs, According to our street survey of 50 people from different ages, genders, backgrounds, and interests, we found some real demand of travelers. (See Appendix III for the Survey Form),How To Pick Your Destinations,How Do You Feel To Find A Good Destinations,Best Way to Learn A Destination,5%,10%,Check Online, 40%,Ask Friends & Relatives, 45%,Easy, 18%,OK, 48%,Story, 9%,Hard, 34%,Description, 21%,Picture, 38%,Location, 32%,Potential Customers, Travelers with special purpose – they select and travel to special destinations for their personal events or purpose, such as honeymoon trip, academy field trip, pilgrimage, wine party, extreme sports, or even just want to find a quiet place to read. , Non-first time arrival travelers – they usually have been to the most famous locations already, so they are eager to explore new and special place or activity for deep traveling based on their personal interests, backgrounds and preferences. ,Revenue Model, ToGoList will provide Advertising Panel to local businesses and travel service providers so that they can promote by targeting potential customers precisely based on their interests, backgrounds and preferences., Users can also book hotel, air tickets, and rental cars through ToGoList booking partners, which will generate affiliation incomes.,Local Business,Travel Product Provider,Travel Media,Individual Traveler,ToGoListAdvertising Panel,Advertising Income,Affiliation Income,Travelers,Booking Services Partner,Marketing Strategy, Provide the highest quality content to attract users. , In-House Promotion - Marketing team will create and share unique and attractive destination lists every day through major social media platforms. , User Promotion - ToGoList will hold some special interactive events to cultivate sharing atmosphere with prizes, such as “Be There to Win $100”, “Find the Best Places for Family Trip to Win $100”, etc., Partner with travel media and travel products providers to create and share high quality content in a innovative way by using ToGoList map and picture interface to improve users’ experience and online traffic.,In-House Promotion,Partner Promotion,More Travelers,User Promotion,The Team,Zhongwei Xiang,Development,Chenyu Lin,Ruijun Qin,Business Development,Financial Specialist, 2 years backend web application development at Google and Oracle , Syracuse University in MS EE, 2 years+ SEM, SEO, and social media marketing working experience, Brown University in MS Management & Entrepreneurship, AICPA at PwC Boston, 5 years+ working experience in Tech auditing services, Boston College in MS Accounting,Financials (See Appendix VI – VIII),5 Yea r s Income P ro jec t ion ($ in Thousand ),$8,000,$7,000,$6,000,$5,000,$4,000,$3,000,$2,000,$1,000,$-,$(1,000),$(2,000),$(3,000),$500 ,Base Period,Income,$500,$6,670 ,$3,477 ,$875 ,$(741),$(2,100),Year 1,$(741),Year 2,$(2,100),Year 3,$875,Year 4,$3,477,Year 5,$6,670,YearNet Cash Flow PVIRR,0,$(500)22%,1,2,3,4,5,$(654),$(1,753.43),$253.42 ,$1,812.68 $3,355.66 ,Competition, Travel information and service providers are the main competitors. TripAdvisor is one of the biggest travel information providers in the world, which has over 30% of market share and worth $12 billion in market capital. ,Expedia,Foursquare,Yelp,TripAdvisor,Priceline,ToGoList,s,u,co,F,r,e,m,o,t,s,u,C,Location Information Accessibility,The circle size stands for company Market Capitalization size. (2015) ,Competitive Advantages,ToGoList,Competitors,How to Categorize Destinations,Base on label of Interests,Base on physical locations and general categories,How to Organize Destinations,Curated destination lists from travelers,Individual locations in the same area,Interface,Map and picture oriented,Text and picture oriented,Efficiency,Able to find interest-focused locations ,Always see the most popular places,Area Limitation No boarder limitation,Limited to a city or a region,Fundraising,Year One,Year Two,Year Three,Development,Build & release webvision ToGoList,Build & release IOSToGoList,Build & release Android ToGoList & Advertising Panel,Management,Composedevelopment team,Compose marketingteam,Compose salesteam,Goal,Gather initial testing and enthusiastic users,Get over 50,000 activeusers,Get over 300,000active users, and 2,000 business clients,Revenue -,Half Million,Over $3 M,Fundraising $500,000,$1.0 M,$1.5 M,Appendix, I. The U.S. Leisure Travel Market, XI. Development Progress, II. Leisure Traveler Fact & Travel Planning Sources, XII. Web Mockups, XIII. Mobile App Mockups, III. Travelers’ Behavior Survey, IV. How to Generate Revenue, XIV. Risks, XV. Reference, V. Revenue Projection, VI. Sales Strategy, VII. Team and Salary Allocation, VIII. Balance Sheet, IX. Income Statement, X. Cash Flow,I. The U.S. Leisure Travel Market, Top leisure travel activities for U.S. domestic travelers: ,1. Visiting relatives,2. Shopping,3. Visiting friends,4. Fine dining,5. Beaches,II. Leisure Traveler Fact & Travel Planning Sources,III. Travelers’ Behavior Survey,IV. How to Generate Revenue, Ad Service (90% of Total Revenue) – Travel product & service providers, travel media, and individual travelers can promote their destination lists or their business physical locations by targeting audiences preciously. , Destination List Promotion (52% of Total Revenue) – advertisers will create and share destination lists as normal users, and pay to promote their lists to get noticeable search result position. , Location Recommendation Services (38% of Total Revenue) – ToGoList can analyze users’ browsing behavior and display ads of local businesses, such as local store, restaurant, and similar type of locations according to the label of interests., Advertisers can subscribe advertising services with $60 per month or choose pay-per-action (PPA) on demand services which are estimated around $0.05 to $0.30 per action (clicks, save, share, and review). The system will charge advertisers every month or every time when the bill reaches $250., If travelers don’t like to see the ad, they can turn off the advertising services. , Local businesses can provide special offers in the ad. When travelers check the ad and save the location, they can enjoy the discount when they visit the location. ,IV. How to Generate Revenue Cont., Booking Affiliation (10% of Total Revenue) – Travelers can book hotel, air tickets, rental cars, and purchase any kinds of tickets through ToGoList booking services. , ToGoList will send travelers’ information directly to our booking service partners to take care of booking. If the booking goes through successfully, ToGoList will take a small portion of services charge from our partners. The exact commission will be negotiated with each partner. , We will try to pursue either 10% of total booking amount or $200 per successful booking action. 10% will good for total booking price is below $2,000. $200 is for average booking price is over $2,000 per order. , In the future, ToGoList will build our own booking channels and payment channels (like to use Apple Pay) to make booking easier, increase profit margin, and expand booking services to more services (like ticket bundles). ,V. Revenue Projection,Number all in Thousand,41,500500%,53,000200%,Year,123Active Users10100300Growth Rate-1,000%300%List Promotion (52% of Total Revenue)Subscription ($720 per year) -0.4 4 10 20 Clicks ($0.1 per click)-9 26 130 260 Revenue-$ 289 $ 2,883 $ 7,213 $ 14,426 Growth Rate--998%250%200%Location Recommendation (38% of Total Revenue)Subscription ($720 per year) -0.3 3 8 15 Clicks ($0.1 per click)-8 24 120 240 Revenue-$ 217 $ 2,162 $ 5,772 $ 10,824 Growth Rate--997%267%188%Booking Traffic (10% of Total Revenue)Orders-0.2 8 15 30 Charge 5% for 40% orders-$ 256 $480 $ 960 Charge $100 for 60% orders-$ 480 $ 900 $ 1,800 Revenue-$736 $ 1,380 $ 2,760 Growth Rate-4,842%188%200%Total Revenue-$ 5,781 $ 14,365 $ 28,010 Growth Rate-1,110%248%195%,$3 $12 $ 15 -$ 521 -,VI. Sales Strategy, Because the majority of revenue (see Revenue Projection) will be generated from advertising services, the mission of sales team is to convince as many advertisers as possible to promote themselves through ToGoList. , Direct Sale – An in house direct sale force will contact potential advertising business clients every day directly through phone and email. , User Data Support – The Advertising system will analyze the most popular areas and topics from massive users behavior on ToGoList, and create report to suggest sales team to contact business clients from the most popular locations to bring them on board. , New business clients can enjoy the first month free trail of monthly subscription service or a $60 credit to try out advertising services. And the sales team will train new clients to understand all fundamental functions.,VII. Team Structure and Salary,Position,Year 1,Year 2,Year 3,Year 4,Year 5,($ in ’000),Headcount,Salary,Headcount,Salary,Headcount,Salary,Headcount,Salary,Headcount,Salary,Manager1Developer4Designer1Marketing 2,0,0,SalesAccount ManagerOther1Intern1Total 10,$ 50 $ 216 $ 35 $ 20 ,$ -,$ -,$ 30 $ 5 $ 356 ,2824,4,1,$ 202 4$ 792 12$ 154 3$ 264 6,$ 352 ,$ 55 ,8,3,$ 528 7$ 1,296 20$ 252 5$ 432 13,$ 1,001 10$ 2,340 35$ 455 6$ 1,014 20,$ 1,540 $ 4,410 $ 588 $ 1,680 ,$ 768 20,$ 2,080 40,$ 4,480 ,$ 180 10,$ 650 15,$ 1,050 ,2225,$ 88 3$ 44 4$ 1,951 43,$ 144 7$ 96 10$ 3,696 92,$ 364 10$ 260 10$ 8,164 146,$ 560 $ 280 $ 14,588 ,VIII. Balance Sheet (Number in ’000),AssetsCashReceivables,Total Current Assets,Fix AssetAccumulated Depreciation,Net Plant Assets,Total Assets,LiabilitiesAccounts PayableOther Payables,Total Current Liabilities,Total Liabilities,Retained EarningsPreferred Stock,Total Equity,Total Liabilities & Equity,Base Period,Year 1,Year 2,Year 3,Year 4,Year 5,500 0 --------500 --------0 0 --------0 --------500 ======,0 0 --------0 --------0 =======0 500 --------500 --------500 ,1,281 0 --------1,281 --------10 5 --------5 --------1,286 ======,22 5 --------27 --------27 ======(741)2,000 --------1,259 --------1,286 ,659 57 --------716 --------50 15 --------35 --------751 ======,77 15 --------92 --------92 ======(2,841)3,500 --------659 --------751 ,997 634 --------1,630 --------100 35 --------65 --------1,695 ======,131 30 --------161 --------161 =======(1,966)3,500 --------1,534 --------1,695 ,3,650 1,574 --------5,225 --------100 60 --------40 --------5,265 ======,214 40 --------254 --------254 ======1,511 3,500 --------5,011 --------5,265 ,9,055 3,070 --------12,124 --------100 90 --------10 --------12,134 ======,404 50 --------454 --------454 ======8,181 3,500 --------11,681 --------12,134 ,IX. Income Statement (Number in ’000),Sales,Cost of SalesLicensing FeeDevelopment Salary,Gross Profit,PayrollGeneral & Admin. ExpensesSelling & MarketingLease FeeTravel/RecruitingLegal FeeDepreciationOther,R&D,Total Operating Expenses,Net Income Before Interest & TaxesTaxes,Net Income After Taxes,Cumulative before tax earnings,Year 1,0 --------266 50 216 --------(266)--------140 50 30 30 10 80 5 50 --------80 --------475 --------(741)0 --------(741)=======(741),Year 2521 --------942 150 792 --------(421)--------1,159 80 50 30 20 150 10 80 --------100 --------1,679 --------(2,100)0 --------(2,100)=======(2,841),Year 35,781 --------1,596 300 1,296 --------4,185 --------2,400 120 100 100 30 300 20 120 --------120 --------3,310 --------875 0 --------875 =======(1,966),Year 414,365 --------2,606 500 2,106 --------11,759 --------5,824 250 200 120 50 500 25 200 --------300 --------7,469 --------4,290 813 --------3,477 =======4,290 ,Year 528,010 --------4,910 500 4,410 --------23,100 --------10,178 400 500 150 80 800 30 300 --------400 --------12,838 --------10,262 3,592 --------6,670 =======14,552 ,X. Cash Flow (Number in ’000),OperationsSalesChange in Receivables,Income From SalesCost of SalesChange in Payables,PayrollGeneral & AdministrativeSelling & MarketingOtherR&D,Net Cash Generated (used) From Operations,InvestmentPurchase (Sale) AssetNet Cash Used in Investment,FinancingIssue (Retire) StockNet Cash Generated from Financing,Income TaxesNet Cash Increase (Decrease)Cash at Beginning of YearCash at End of Year,Year 1,Year 2,Year 3,Year 4,Year 5,0 0 --------0 266 (22)--------140 50 30 165 80 --------(709)--------,(10)(10)--------,1,500 1,500 --------0 781 500 1,281 ,521 (57)--------464 942 (56)--------1,159 80 50 270 100 --------(2,082)--------,(40)(40)--------,1,500 1,500 --------0 (622)1,281 659 ,5,781 (576)--------5,205 1,596 (54)--------2,400 120 100 535 120 --------387 --------,(50)(50)--------,0 0 --------0 337 659 997 ,14,365 (941)--------13,424 2,606 (83)--------5,824 250 200 860 300 --------3,467 --------,0 0 --------,0 0 --------(813)2,654 997 3,650 ,28,010 (1,495)--------26,515 4,910 (189)--------10,178 400 500 1,320 400 --------8,996 --------,0 0 --------,0 0 --------(3,592)5,404 3,650 9,055 ,XI. Development Progress,XII. Web Mockups,XII. Web Mockups,XIII. App Mockups – Label of Interests ,XIII. Mobile App Mockups, These two mockups show the design of location list and picture gallery of that list.,XIV. Risks, User and Content Gathering – How to attract and accumulate users at early stage is a challenge. To show the uniqueness and high quality content that ToGoList provides than competitors is the only way to manage the risk. , The marketing team needs to gather and create great content to fill up ToGoList database. There is massive good content already existing online in a very disordered way. The marketing team will transform it into ToGoList format., ToGoList can also offer some reward to users to create high quality content. Our goal is to let our users to become the major contributors, like Wikipedia and YouTube., IP Protection – It is hard for IT companies to protect their IP through patent. The application and business model is very easy to copy by other competitors., The best option is to immerge into market fast and accumulate the number of users quickly. Also, ToGoList will try to be more creative and innovative to hold existing users by providing good content and services. It will enhance our competitive advantages and increase our market shares.,XV. Reference, https://www.ustravel.org/news/press-kit/travel-facts-and-statistics, https://www.ustravel.org/sites/default/files/page/2009/09/US_Travel_AnswerSheet_June_2014.pdf, http://www.businessinsider.com/most-discussed-topics-on-social-media-2013-5, https://www.ustravel.org/sites/default/files/page/2010/12/Public_Forecast_Summary.pdf, https://www.ustravel.org/sites/default/files/page/2013/08/US_Travel_AnswerSheet.pdf, https://www.ustravel.org/news/press-kit/travel-facts-and-statistics, http://travel.trade.gov/outreachpages/download_data_table/Fast_Facts_2013.pdf, http://travel.trade.gov/pdf/2013-top-10-markets.pdf,ToGoList is a creative and fun community that would like to satisfy people’s expanding travel ambitions and renovate travel styles.,Thank You,6/15/2015,
