Case study

☐Context

This is an small indie company that before the pandemic served small hostels by helping them manage their sales channels and day-to-day operations. In terms of the accommodation's industry it's a Property Management System (PMS).

It was directly affected by the global pandemic because, although all types of accommodation were impacted, the social aspect is a distinctive feature of the hostels.

⊡Problem

To deal with the pandemic, a different strategy was adopted: serving all types of accommodation (not just hostels), especially with issues related to the reception. This led to a dilution of its value proposition and, in turn, made it difficult to prioritize marketing strategy and product development.

∆Proposal

Taking into consideration multiple aspects, but above all the organic positioning we still had in the hostels niche, in addition to the fact that most of the competition was focused on Vacation Rental, I proposed to return to the strategy of focusing on hostels, but now with an idea of simplicity and direct contact in the entire value proposition.

This would allow us to focus our marketing efforts on a segment already known to us, with a proposition impossible to dispute by the big competitors (direct human contact) where everything happens at scale.

But it would also benefit us at the product level, where we could develop simple but useful functionalities for a niche characterized by small businesses.