To win a price war is the super big and essential issue of any business. However, to figure out the hidden ice berg inside, it requires to jump into the deep layers of strategy ocean. In this fundamental research, I go through 4 pillars to discover the key questions that shape the price war, and get to know how to conquer it: 1. MARKET: - Painful problem? - Big reachable market? - Blue vs. Red Ocean? 2. BUSINESS MODEL: - Direct? - Multi-sided? - Marketplace? 3. STRATEGY - Positioning? - J.Moor’s model (Technology Adoptation Life Cycle)? - Product – Market Fit? 4. UNFAIR ADVANTAGES - Product? - Team? - Resources? - Traction?

1. HOW TO WIN
THE PRICE WAR
Brought to you by:
Truong Bomi

2. %
Trust me
I’m a

3. Incentivizing
customer at

4. Incentivizing
customer at

9. me
There’s a way out
But

10. Market
Business Model
Strategy
Unfair
Advantages

11. MARKET
Which is the biggest market with most painful problems?

12. Problem
Big pain?
Price is an important concern for customers booking travel online.
Hotels leave you disconnected from the city and its culture.
No easy way exists to book a room with a local or become a host.
Rental listings platform
Problem worth solving

13. Market size
Reachably big?
1.9 billion + 532 million 10 million
Total addressable market Servable market Target NICHE market
Trips booked worldwide Budget & online trips Trips with Airbnb
Rental listings platform

14. Market size
Reachably big?
Target NICHE market
Untapped
Market
Rental listings platform
Fierce Competition 10 million

15. Create uncontested market space
Make the competition irrelevant
Create & capture new demand
Break the value – cost trade-off
Competing in existing market space
Beat the competition
Exploit existing demand
Make the value – cost trade-off

17. BUSINESS MODEL
Have you found the right one yet?

18. Discovery & validate
Business Model that works
DIRECT MULTI-SIDED MARKET PLACE

19. Unaware Visitors Happy Customers
Freemium Model
Franchise Model
DIRECT

21. Unaware Visitors Happy Users
Happy Customers
Who pays (e.g, advertisers)
MULTI-SIDED

22. Unaware Sellers Happy Sellers
MARKET PLACE
Unaware Visitors Happy Buyers

23. Unaware Sellers Happy Sellers
MARKET PLACE
We take a X% commission
on each transaction.
Unaware Visitors Happy Buyers
Units
$
Profit
Loss
Break-even
point

24. STRATEGY
How to go to market successfully?

25. Starting from
Positioning
DIFFERENTIATION RELEVANCE

27. Starting from
Positioning
Low price
Low quality High quality
High price
DIFFERENTIATION

28. Starting from
Positioning
Low Environmental friendliness
Low quality High quality
High Environmental friendliness
Relevance

29. Source:
Taking right strategic go-to-market steps
Moor’s model
NICHE Market

30. by Alexandre Wayenberg
Value Map
Customer
Profile
Then getting to
Product – Market Fit
being in a good market with a product that can satisfy that market

31. Then getting to
Product – Market Fit
How would you feel if you could no longer use [product]?
1. Very disappointed
2. Somewhat disappointed
3. Not disappointed (it isn’t really that useful)
4. N/A – I no longer use [product]
40%

32. UNFAIR
ADVANTAGES
What are the secret weapons that hinder competitors from copied or bought?

33. Never forget to build up
Unfair Advantages
Product ResourcesTeam Traction
Can’t be easily copied or bought

34. Never forget to build up
Unfair Advantages Product
50%
of your time on PRODUCT
50%
on TRACTION
Spend
Makes customers very happy
Does it better, different than anyone else
Remember “NICHE to WIN”

35. Never forget to build up
Unfair Advantages Team
Entrepreneurs who have sold companies
Geeks with deep technical background
Sales/Marketing who make it rain
- Dave McClure, Investor, Founder of 500 Startup -

36. Never forget to build up
Unfair Advantages Resources
Bootstrapping
Seed Round
Series A, B, C,…
IPO

37. Never forget to build up
Unfair Advantages Resources
Partnership
Channels
Tech
Supply

38. Never forget to build up
Unfair Advantages Resources
Partnership
Channels
Tech
Supply
Traditional Delivery
Companies

39. Never forget to build up
Unfair Advantages Resources
Partnership
Channels
Tech
Supply
Traditional Delivery
Companies

40. Never forget to build up
Unfair Advantages Traction
CUSTOMERS
TIME (months)
Product – Market Fit
500 paid customers
Scale
5000 paid customers

41. Never forget to build up
Unfair Advantages Traction
Acquisition
Activation
RETENTION
Revenue
Referral

42. Market
Painful problem?
Big reachable market?
Blue vs. Red Ocean?

43. Market
Business Model
Painful problem?
Big reachable market?
Blue vs. Red Ocean?
Direct?
Multi-sided?
Marketplace?

44. Market
Business Model
Strategy
Painful problem?
Big reachable market?
Blue vs. Red Ocean?
Direct?
Multi-sided?
Marketplace?
Positioning?
J.Moor’s model?
Product – Market Fit?

45. Market
Business Model
Strategy
Unfair
Advantages
Painful problem?
Big reachable market?
Blue vs. Red Ocean?
Direct?
Multi-sided?
Marketplace?
Positioning?
J.Moor’s model?
Product – Market Fit?
Product?
Team?
Resources?
Traction?

46. Market
Business Model
Strategy
Unfair
Advantages
WIN THE PRICE WAR
Painful problem?
Big reachable market?
Blue vs. Red Ocean?
Direct?
Multi-sided?
Marketplace?
Positioning?
J.Moor’s model?
Product – Market Fit?
Product?
Team?
Resources?
Traction?

47. Thank you!
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Talk to me at
truong@ahamove.com

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