“Strategy is defined by what you won’t do. Excellence is defined by what you won’t do well.” (Frances Frei, Havard Business School)

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In section Validation we already deal with the questions:

  • What is the problem that we are resolving?
  • Is it an important problem?
  • What is the solution that we are proposing?

In section The Idea and Elevator Pitch you get the best answer to the question:

  • What is the value we provide to the customer?

Nevertheless, there is one question left, which need to be answered:

  • What are the main attributes of our value proposition?

Therefore, we identified our value attributes, we selected them and scored them to, finally, compare them with our competitors. The solution is illustrated in our Value Curve in the following.

Value Curve

What is a Value Curve?

Regarding the “Blue Ocean Strategy” by W. Chan Kim and Renee Mauborgne, the value curve is a tool to see visually how our strategy works in relation to close competitors. It also helps to convince investors to draw your value proposition against your closest competitors.

Therefore, we need to

  • 1st, identify value attributes,
  • 2nd, select the most important and significant attributes
  • 3rd, evaluate relative attributes, and
  • 4th, compare them with competitors.

 

OYO’s Value Curve

Our selection is based on the usage of the application. With this visual approach we can see if our strategy adds values for the customers compared to our competitors (Facebook, TripAdvisor, etc.). After comparing the value curves with our competitors we are able to find out in what areas a value-add can be established (Chan Kim, W. and Mauborgne, R. (2005), Blue Ocean Strategy, Harvard Business School Press.).

[Important notice: The costumers in the following are our users (partypeople, young professional…) – not the clients (bars, clubs..)]

OYO’s Value Curve

Value Curve_OYO

Explanation about our Attributes choices and their scoring:

Convenience:

Convenience is OYO’s key factor to satisfy our customers. When setting up the user’s preferences in the beginning, the user is able to find an individual tailored event very quickly. Also, sharing the event to a group of favored persons is possible with just one click. For a very convenient way of finding an event it gets 6 points.

Simplicity:

The app is created for a specific target: To find an event of the customers preference and mood. As OYO aims just on one single topic, Nightlife-events, there is no information overflow. It’s usability is customer friendly, as the goal was to reduce the complexibility of existing apps and homepages. As you can choose your preferences with a few clicks and get a result of available spots right after, the simplicity receives 5 points.

Design:

OYO’s Design is modern and adaptive but the main focus is not on the graphical design but on the the easy accessibility for the customers. That’s why the app achieved 3 points in design.

Entertainment:

The application has no additional entertaining features. The focus lies on the search results of the customers preferences. It earns a point in entertainment as you can share your events and receive invites by your colleagues and friends. For these reasons it gets 2 points for entertainment.

Easiness:

The app’s structure is built for an easy accessability.The user can click through its intuitive interface. With in built map the customer finds the result based on a location. 5 points for easiness

Reliability:

It is the developers apporach to maintain the customer an updated offer of high class events and locations. Every event and location has to go through our assessment to finally appear in the application. The result is, that there will be no disorganized events or shady locations. Also the personal information are secure, due to our policy, the user does not have to share personal information if not explicitly requested. Those reasons are leading to 5 points.

Speed:

The customer can very quickly navigate from the search to receive the results. Either with customized search functions or the map.The outcome appears within a few clicks. The customer sees his personalizd results he needs in seconds. This leads to 4 points for OYO.

Clarity:

A goal of OYO is to simplify and structure the best nightlife events in one application. All events are listed on a map. A number of personalized results will appear in a sortet list. 4 points for clarity.

 

Value Curve: OYO vs. Facebook

Value Curve_OYO_Facebook

Facebook Comparable

We choose Facebook as one of our main competitors, as it is the most common way to find events nearby, also with the aspect that friends are sharing their events with each other. Several functions of Facebook which are not part of our strategy are not taken into account.

Convenience:

Convenience is OYO’s key factor to satisfy our customers. When setting up the user’s preferences in the beginning, the user is able to find an individual tailored event very quickly. Also, sharing the event to a group of favored persons is possible with just one click. On facebook, you see where your friends are going, but you don’t get information about preferred events in a new location. On facebook you have to follow your favorate bars/clubs to get up-to-date information. In OYO app, the customers preferences are enough to receive all information needed.

Simplicity:

The app is created for a specific target: To find an event of the customers preference and mood. As OYO aims just on one single topic, Nightlife-events, there is no information overflow. It’s usability is customer friendly, as the goal was to reduce the complexibility of existing apps and homepages. On facebook, it is difficult to find out about unknown locations and events. There is no function to search for specific genres. You can just rely on a specific bar/club you follow or the invitations you receive by friends.

Design:

OYO’s Design is modern and adaptive but the main focus is not on the graphical design but on the the easy accessibility for the customers. Facebooks design enables the social media aspects as it’s best, but its hasn’t changed a lot since its early stage. The design is concipated for the aspects of functionality.

Entertainment:

The application has no additional entertaining features. The focus lies on the search results of the customers preferences. It earns a point in entertainment as you can share your events and receive invites by your colleagues and friends. Facebook’s goal is not also getting people connected, but also focuses on entertaining, whereas OYO focuses on its main goal.

Easiness:

The app’s structure is built for an easy accessability.The user can click through its intuitive interface. With in built map the customer finds the result based on a location. In general, Facebook is easy to use, but with its growing number of functions it’s getting more complex to use.

Reliability:

It is the developers apporach to maintain the customer an updated offer of high class events and locations. Every event and location has to go through our assessment to finally appear in the application. The result is, that there will be no disorganized events or shady locations. Also the personal information are secure, due to our policy, the user does not have to share personal information if not explicitly requested. With the mass of information shared on Facebook, it is impossible to control all of its shared content.

Speed:

The customer can very quickly navigate from the search to receive the results. Either with customized search functions or the map. The outcome appears within a few clicks. The customer sees his personalizd results he needs in seconds. On Facebook, you can quickly access to the content shared, but it takes time to find your customized needs.

Clarity:

A goal of OYO is to simplify and structure the best nightlife events in one application. All events are listed on a map. A number of personalized results will appear in a sortet list. With the mass of information on Facebook, it is difficult to keep all information structured. The content you receive is often influenced by the people in your friendlist.

 

We created one last value curve including TripAdvisor:

Value Curve: OYO vs. Facebook & TripAdvisor

Value Curve_OYO_Facebook_Trip