EXECUTION PLAN/GO TO MARKET STRATEGY
Total Available Market (TAM): As a guide, we will use the number of properties booking.com advertises on its official website these amount to around 1,700,000. This includes chain properties, small chains, bed and breakfast, luxury tents, villas, aparthotels etc
Serviceable Available Market (SAM): Our current focus is South East Asia | East Asia | Pacific Area Australia and NZ. Our operational office will handle 3 shifts, and due to cost savings will be positioned in Danang, Vietnam.
Target Market: Our target market originally will consist of hotels and resorts in the 3 and 4 start segmentation, owner-operators and generally small chains who by their size do not enjoy the same privileges better-known chains enjoy vis a vis management contracts. Our break-even stands at around 400 hotels or 40000 rooms we are aiming at 3500 hotel during the first year of operation that is equivalent to .0027% of booking.com. Market size 1.7 m properties.
Competition: The competition is vast a varied from the big two (Expedia and Booking.com and all their subsidiaries) to the localized OTAs.
Status Quo: The current MO is simple OTAs sign up hotels one charge exorbitant commissions that affect services and maintenance, they control inventory, often dictate rates and guest communication.