Peter Kutis

Serial Entrepreneur, founder and CEO OneTwoTrip

From $0 to $400 million

gross sales in 1.5 yearsCase study from Eduson.tv course

make your business

more effective

Automate operations and

For internet projects, many operations can should be

automated. The software on OneTwoTrip helps to

minimize the amount of support necessary from staff,

using an automated system to answer many user

questions.

While the entire operating team consists of just 15

people, 5,000 tickets are sold every day.

automate operations and

make your business

more effective

Marketing should be effective -

concentrate on advertising channels

with maximal conversion rates

marketing should be effective -

OneTwoTrip advertises itself primarily though meta-

searches. «Ineffective» searches are cut off, so as

not pay for users who simply want to find prices for

travel to certain destinations, but not buy tickets.

These destinations can only be viewed on the site

itself.

concentrate on advertising channels

with maximal conversion rates

of the product

making your pricing policy

intelligible - justify the cost

Making your pricing policy

OneTwoTrip shows its visitors ratings of possible

flights, displaying the ticket price alongside a number

of factors (age of aircraft, frequency of delays,

quality of service, etc.).

After seeing these ratings, users sometimes choose

more expensive flights because they want to be

certain they’ll arrive on time.

intelligible - justify the cost

of the product

will value the simplicity

Make your loyalty programme

clear, and clients

make your loyalty programme

!The site offers its clients reward points equal to 1%

of the purchase for any booking made directly on

OneTwoTrip. These points can be used to buy any

new ticket at any time. Between March and April

2013, OneTwoTrip paid users the equivalent of

90,000 euros, while a major competitor with a less

clear loyalty programme paid 200,000 euros

throughout the existence of the programme.

clear, and clients

will value the simplicity

through partner programmes

Expand your audience

Expand your audience

Some Russians prefer to buy their tickets offline. To

reach this audience, OneTwoTrip launched a

partnership with the «Svyaznoy» company.

15-17% of OneTwoTrip’s sales are conducted through

Svyaznoy’s wide network of retail shops.

through partner programmes

with higher salaries

Motivate your employees with stock options,

and competitors won’t entice them

motivate your employees with stock options,

Members of the OneTwoTrip team care about the

company’s success because they have a personal

share in it. This ensures that key staff won’t leave for

competitors.

and competitors won’t entice them

with higher salaries

first and foremost

set priorities -

profitable features

set priorities -

The main principle guiding your priorities should be

impact on revenue. If a given feature doesn’t directly

affect revenue, then set aside its development.

profitable features

first and foremost

for your clients

think about convenience

think about convenience

During the holiday rush when tickets are hard to come

buy, booking tickets at different prices id vital. When

you purchase multiple tickets, the OneTwoTrip system

selects the sorest fares first, and then adds more

expensive seats. Competitors, however, simply say that

there aren’t enough tickets available at the lower

price, and that the order can’t be completed.

for your clients

show the total price

be more honest than your competitors -

immediately

$50 thousand

be more honest than your competitors -

On the OneTwoTrip site, a user can choose to

immediately view either the final price with taxes or

only the airline fare. This allows the company to know

exactly how much it earns on each ticket, so it can

offer discounts to its customers.

show the total price

immediately

on the future

Aim to earn online ‘here and now’ -

don’t count on profits coming sometime

Aim to earn online ‘here and now’ -

A startup should be profitable and support itself

today. Don’t burn investors’ money and work for the

future (by trying to capture a larger market share,

etc.).

don’t count on profits coming sometime

in the future

take a course

today!