Doorstip Presentation

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DIB HEC

Groupe IV - Deliverable 3

Adrien Groleas. Cedric De Schryver. David Huyghe. Maxime Sourdin. Pierre Talpe.

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• Problem statement .p3

• Support .p4

• Concept .p9

• Marketing strategy .p10

• Brand Benchmarking .p12

• Personae .p16

• Moodboard .p18

• Graphic charter .p21

• Wirframes .p24

• Design .p30

• User journey .p41

• Social media .p42

• Article Structure .p44

• SEO .p46

• SEA .p49

• KPI .p62

• The Website .p44

• The App .p45

.Summary

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Real estate websites’ criteria are not well defined for young people in big cities

It’s hard to find listings in the right area/district/street

There is no way to see proximity to metro/bus stops/train stations/underground parkings etc.

You have to keep scrolling through the same listings that you didn’t like in the first place

Convenience of contacting owner (integrated messaging platform)

Not well adapted user interface and inefficient

Takes too much time to browse all the places

.Problem statement

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We changed last minute to this idea because of some pitfalls with previous problems:

.Support

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1st idea: Restaurants

Idea: Offer restaurants with a Michelin star the possibility to sell their excess capacity because of last minute cancellations through our platform for a small fee

Pitfalls: very small market + hard to reach the small number of potential users

.Support

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.Support

2nd idea: Grocery delivery

Idea: Offer grocery delivery in large cities for a small delivery fee + markup on in-store prices (of about 20%). This idea has proven to be successful in US.

Pitfalls: Unrealistic to build a working MVP in the scope of our project (you need to set up a whole physical business as well) + competition from retail chains delivering themselves + characteristics of cities different from US (smaller cities, less flexible labour regulations, americans are bigger spenders in general)

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3rd idea: Beer delivery

Idea: We would set up a system through which you can order beer brought to you at any place (home, in the park, on campus, …). This would mainly be appealing for students, or people who want to do lastminute/unplanned parties. Ideal locations would be in large cities or student cities.

Pitfalls: Upfront investment + You need personnel to do the delivery + student cities only offer potential 4 days a week, 8 months a year

.Support

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.Support

4th and final idea: Real estate finder

We all had to look for an apartment at least once, and we know from our friends as well that it is big hassle to find an appartment quickly and in the exact area you want.

We will first work out our idea further, and then test our assumptions with a well defined survey.

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The concept is to build an integrated app, that makes searching an apartment more user-friendly and less time consuming.

The value added is that it better serves peoples’ needs who look for an apartment in a large city. Compared to the large and cumbersome websites that are targeting every demographic group, these features would offer a better user experience.

.Concept

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Positioning:

• You quickly narrow down your search list: You can select the area you want on a map and icons will appear with potential apartments.

• Trough clicking on an icon, you open a profile (picture and basic info) and you can swipe to save or to never see it again.

• At the end of the search process, you look at your saved list and can start contacting the owners through a messaging service and follow up the responses through your app.

Targeting:

• students and professionals between 20 and 30 looking for an apartment in a big city

.Marketing strategy

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.Brand benchmarking

Most of websites have aged design and non intuitive interface

We made an analysis of the existing competitors and we found that they have an aged design and non intuitive interface. We will go against the crowd as we want fresh, simple and intuitive interface. We will change the customer journey by making it map based.

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.Brand benchmarking#Bad

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.Brand benchmarking #Good!

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.Brand benchmarking

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.Personae

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.Personae

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.Moodboard

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.Moodboard refs

To see further

• https://betterise.me/fr/

• http://fr.umanlife.com/

• https://www.airbnb.com/

• http://www.estately.com/

• http://www.materialpalette.com/blue/light-blue

• https://www.trippeo.com/

• https://vimeo.com/107699938

• https://vimeo.com/90081905

• and for the color like i said :

• http://www.thedayscolor.com/wallpapers/051014_windowlicker.jpg

• http://www.thedayscolor.com/wallpapers/051214_ios7.jpg

• https://color.adobe.com/Salmon-on-Ice-color-theme-2291686/£

• https://color.adobe.com/Salmon-on-Ice-color-theme-2291686/

• https://color.adobe.com/Flat-UI-color-theme-2469224/

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.Font

.Colors

AileronLight: Portez ce vieux whisky au juge blond qui fume.Semibold: Portez ce vieux whisky au juge blond qui fume.

EborgITCPortez ce vieux whisky au juge blond qui fume.

#2980B9 #000

#FFFFFF #EEEEEE

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.Logo

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.Wireframes

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.Wireframes

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.Wireframes

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.Wireframes

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.Wireframes

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.Wireframes

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.Design

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.Design

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.Design

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.Design

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.Design

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.Design

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.Design

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.Design

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.Design

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.Design

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.Design

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.User Journey

First Step Action: Go to the app, draw the region in which you are interested to rent/buy

Motivation: Most users primary concern is location (e.g. close to work, school, etc)

Second Step

Action: Scroll through the apartments, remove what does not interest me, and save what is appealing.Like if you want to share it with a roommate.

Motivation: The customer does not want to see repeat his/her search over and over

Third Step

Action: Go to saved searches, compare and contact the good fits. Contact roommates that liked the same apartments and that interest you

Motivation: Keep in touch with your potential landlord in an integrated way. Get to know your roommate, if you are looking for one

Fourth Step

Action: Book your apartment. Make arrangements with your roommate and move in!

Motivation: Easy, no-nonsense, the job is done.

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.Social Media

Buyers:

• As we are targeting users between about 20 and 30 years old, we can expect that most of them would be active on the most influential social media (Facebook, Instagram, Twitter).

Sellers:

• however will be found in all age categories, presumably mostly in the category of 40+ years old.

• Social media will not offer a sufficient solution to reach these people. To have a sufficient initial base of apartments we will contact agencies and gather large lots of apartments. Furthermore, we count on word of mouth advertising and mailings.We will establish a large community through facebook and advertise in relevant groups: university school groups, students associations, … to trigger the interest of early adopters.

• We consider to incentives to join our website: initially placing ads is free of charge and we consider rewarding people who recommend friends.

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.Social Media

Use of social media:

• Mainly for marketing and sales. The content of our apps depends mainly on the input of the users, but apart from that, we don’t really see a way to engage in co-creation.

Strategy:

• Real Estate is a very appealing topic. We can catch users attention, build a reputation and create a spotlight where we want by regularly posting interesting info on facebook and instagram: Cool houses, nice listings, upcoming areas, considerations when buying/renting, happy users with quotes

Paid/Owned/Earned:

• We need to attract all traffic towards our app/website. That is essential. This will be complemented with facebook and instagram. Initially we will not focus too much on paid media: We need to be very targeted. Belgium is a small market and a good platform to launch a new business. It is easy to contact newspapers and convince them to let them do your story.

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Article Structure

Code html:

<h2>A house with new friends?</h2>

<h3>What?</h3>

Looking for a <strong>roommate</strong>? <strong>Doorstip</strong> provides the perfect platform to share which <strong>appartments/flats/houses</strong> you like and to choose your next <strong>roommate(s)</strong>.

<h3>How does it work?</h3>

<h4>Find a flat</h4>

Browse <strong>DoorStip</strong> to find the <strong>appartment(s)</strong> that suit you best and save them in your list with favorites.

<h4>Find a roommate</h4>

Scroll through a list of people that liked the same <strong>flats</strong> as you, find the people you like based on your profiles and get a <strong>match</strong> with your potential next <strong>roommate</strong>.

<h4>Get in touch</h4>

Make the first move or get contacted by your next <strong>roommate</strong> through the means you want to get in touch with him/her.

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Article Structure

<h2>For rent - Apartment in Ixelles - Doorstip</h2>

<h3>Layout</h3>

Images Fact sheet

General description Get in touch

Location map Facilities

Neighbourhood description

Suggestions for other listings (like at Amazon)

<h4>Fact sheet</h4>

Bedrooms: 3 Bathrooms: 2 Surface: <strong>140m2</strong> Price: <strong>1300 euro/month</strong>

<h4>Get in touch</h4>

Telephone number: +32 473 21 46 84 Email address: <a href=”mailto:[email protected]”> [email protected]</a> Save button

<h4>Facilities</h4>

Patio button active/non active Furnishedl button active/non active Parking button active/non active Garden button active/novn active Swimming pool button active/non active

<h4>Description</h4>

The apartment is located on the fourth floor, being part of a larger condominium that was built in 1973. The building is 100 metres away from the closest metro stop and is in the close proximity of many head offices and the main university of Brussels, making it ideally for both students and young graduates. The apartment comes with a patio, a shared garden, free parking spot and an option to rent a second one for 120 euro per month.

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Acquisition

SEO

Practice the keywords search methodology: which keywords are the more relevant to work on? (competition, difficulty, search volume).

Why these keywords? How are they relevant on the internet?

Cost per click? Hits on Google?

Google trends? Adword planner?

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Acquisition

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Other search terms

• Other search terms

• Living

• House

• Property

• Brussels

• Apartment

• Roommate

• Real Estate

• Residence

• Shelterr

• Logic-immo

• Flat

• Vlan

• Housing

• Property

Acquisition

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Acquisition

SEA

• See section about SEO

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Acquisition

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Acquisition

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Acquisition

KPI

What will be your main KPIs in order evaluate and adjust your policy?

• #registrations

• #registrations/#new visitors

• #listings

• #new listings/week

• #views/listing

• #listings saved

• #messages between users: conversion rate

• #listings sold

• #searches

• #visits/week

• #ratio liked/disliked

• #app downloads

• Bounce rate

• Time spent on website

• Click trough rate mailings

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The website http://demo.maximesourdin.com/

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The apphttps://marvelapp.com/52cc70

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