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MVP the way of the future for Australian businesses

  • Written by Drew Bowering, Senior Director of Market Management, Expedia Group


Earlier in the week, I participated in an industry panel event alongside fellow technology and travel industry experts, discussing the most prominent opportunities for Australian businesses.

The consensus. Technology. Often thought of as intimidating for independent Australian businesses, our industry conclusion was that instead - technology was offering a level playing field for small business to compete on a world stage.

A key point of the discussion was the progressive shift from investment in legacy technology to a minimum viable product (MVP) model.

It’s fascinating that since Eric Ries published the MVP methodology in The Lean Startup, companies, big and small, seem determined to work out how to achieve the innovative manoeuvrability of start-ups.

Taking financial services, the most compliance-driven industry for example. The MVP way of innovation is already happening. We’ve already seen or perhaps have benefited from using P2P payment to split bills with friends or pay groceries with BPAY or Apple Pay. And now, banks in Australia are switching to real-time payments to cater consumers’ needs for instant settlement. Then, how about the hotel industry?

In my role working alongside hotel partners everyday, I’m often asked, ‘What’s the next big thing?’ ‘What’s the key technology we should spend our money on?’ My advice is that there isn’t one, and you shouldn’t.

That’s because the pace of innovation is changing how businesses deliver and meet ever-evolving consumer expectations. I would argue that with technology evolving at a rapid rate, there is more value in Australian hoteliers solving problems quickly in order to satisfy the ever-demanding customer. Sometimes that even means sacrificing perfect for practical.

At Expedia Group, we call it ‘The Framework of Innovation’ - a methodology to technology development that we’ve spent years improving. And are likely to adapt and evolve again tomorrow.

When we talk about innovation, we attach great importance to the question: "Which product would you use to solve your problem?" The development of customer - and market-oriented technologies is a continuous test and learn process for us.

Our key mantra is to get a little bit better, every single day.

Where hotels can occasionally falter, is this desire to invent rather than re-invent. By that I mean, focusing a lot of time, effort and investment on new technology, instead of delivering the improvements that meet consumer demands of today and tomorrow.

As nowadays consumers spend more and more time online, doing everything faster and in real-time, the expectation for automatic and efficient processes continues to increase.

Flexibility is becoming increasingly important, and in turn, so too is the need for companies to innovate at speed. Faster and more frequent innovations have outpaced the need for something new and never-seen-before.

No matter your industry, the growing consumer expectation is that businesses become the personal concierge of the customer. Take travel for example.

A typical millennial will change their itinerary during the booking process by 20 per cent compared to the original travel idea. The travel industry has recognised these changes and has increased the pace of innovation in order to keep pace with customer needs.

At Expedia Group, we constantly develop new ideas, test, observe, evaluate, and interrogate to create an improved product in the next version. Most imperatively, we accept - and even embrace - the fact that not all processes are perfect at the beginning. But every change leads to new insights, which in turn have a decisive influence on the next step.

At the heart of this innovation process is solving a problem. Within the supplier side of our businesses, that’s partner feedback, for other operations it’s the consumers.

Either way - speed is everything. The problems our partners have today may not be relevant in two, three or four months’ time. So, we find out problems and develop the MVP so that our partners get to put those solutions into effect sooner rather than later.

Personally, I’d argue that there is no value in spending three years on one piece of technology that is already old tomorrow.

While our test and learn philosophy led us to carry out around 200 tests in 2011, this figure had risen to over 5,500 by 2017, which in turn led to more than 22,000 further product developments. This means that we get better every 24 minutes for our customers and travel partners.

I believe doing is better than discussing - and it’s a valuable approach that all Australian businesses, no matter the size - can apply.

Ask yourself what problem you need to solve, then apply a test and learn approach. Make the shift from one big thing, to many great small ones.

Make observations, create a hypothesis, get your minimal viable product out there, and then analyse the data obtained. And of course, repeat this process. Repeat it time and time again.


The Author

Drew Bowering, Senior Director of Market Management, Expedia Group

How To Develop A Consistent Lead Generation Process

  • Written by News Company
Lead generation is critical for continual growth, but let's face it; the truly hard part is committing to a regular process. After all, we all know that blogging, posting to social media and email marketing can help, but many sales executives and marketing experts have no idea how to develop a consistent lead generation process. Breaking through this roadblock can lead to big success, and we're here to help you create a viable process for boosting your qualified leads.



  1. Make a Realistic Plan

Everyone wants to believe they can accomplish anything. However, taking a more realistic approach will make it easier to stay on task. As Inc. pointed out, creating small goals and upscaling over time is by far the best way to improve the professional and personal areas of your life.

  1. Use Technology to Your Advantage

There are tons of tools available to help you with your lead generation goals, ranging from smartphone apps to lead generation management software. If you're not going to use this technology, you'll probably be much better off turning your lead generation over to experts who know exactly how to oversee the cultivation of new leads.

A social media scheduler is a very handy piece of technology that anyone can use. It's wise to choose a scheduler that includes all of your social media platforms. From there, you can schedule tweets for the entire week or month at one time, along with setting up your Facebook and Instagram posts. If posting to social media is something you usually dread or put off, this option will definitely be a lifesaver.

Most blog providers and email marketing software will also give you the ability to schedule your content far in advance. You might find that dedicating a few days per month to this aspect of lead generation allows you to produce a lot of content without having to chip away at it bit by bit on a daily basis.

  1. Stay Updated with Lead Generation Changes

Making a plan and scheduling your posts and other marketing blasts is a critical component of consistency, but you also have to avoid letting your message get stale. Be sure to revise your advertising monthly and also take some time to review the latest changes in lead generation.

Has a new piece of technology made lead generation even easier? Consider switching to it. Has a new social media site started generating a lot of attention? Set up a profile and add it to your lead generation process.

  1. Always Focus on Quality over Quantity

Everyone has experienced the disappointment of discovering that most of their newly generated leads aren't viable. Experimentation is always the key to figuring out where you should spend the majority of your marketing and lead generation budget to get positive results. Ideally, your sales team should receive a list of leads that are in the market for your products or services and are in the right income bracket to afford them.

Avoid spinning your wheels by continuing processes that don't work. For instance, even though a strong social media presence is necessary, don't spend a bunch of time or money on a site that's proven again and again that it's not generating solid leads. Instead, switch your focus to the sites that do boost your bottom line.

Tying the Pieces Together

Lead generation is never a one-step process, but you can simplify it by making a plan you can actually stick to. Incorporate scheduling technology or the assistance of lead generation experts to keep your message in front of potential clients at all times. At the same time, don't be afraid to cut your losses if a specific portion of your process isn't working.

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