BENHU Werkstatt: Corporate Entrepreneurship Workshop: Startup Piloten mit Großunternehmen (Christian Kluge, Smart Pricer/ Patrick Hypscher, Skill Hero Moderation: Julia Gunnoltz (HWR Berlin) 23.09.2015, Telekom Innovation Laboratories, Berlin Impuls Christian Kluge, Smart Pricer Driving dynamic pricing beyond airlines Berlin, 2015 Smart Pricer – Who we are Christian Kluge Founder, Chief Executive Officer • 5 years aviation experience in senior management roles (airberlin) • 2 years consulting (McKinsey) • Strong PMO experience & profound pricing expertise • M. Sc. in Business and Engineering Franz Blechschmidt Founder, Chief Commercial Officer • Experienced entrepreneur • 6 years experience in pricing in aviation and consulting (Lufthansa, airberlin, Lufthansa Consulting, Germanwings) • B.A. in Aviation Management Smart Pricer in a nutshell • We believe in demand-based real-time pricing • We offer Software and Consulting • We apply advanced airline pricing and machine learning to forecast and optimize the “right price mix” • We work with customers in sports, cinema and entertainment • We have achieved a +11-12% revenue boost for these first customers (C) 2015 Smart Pricer GmbH – Confidential › 2 Today we would like to take you on a three step journey 1. WHAT we do 1 2. WHY start-ups are interesting 2 partners for corporates 3 3. HOW we find our corporate partners today (C) 2015 Smart Pricer GmbH – Confidential › 3 1 The challenge: What is the right price for next weeks‘ football match? The Smart Pricer solution Demand forecast SP Machine Learning Price optimization SP Airline Algorithms Price publishing Customer‘s ticketing system The pricing challenge Bookings Date and time vs. Searches Saturday 20:00 Posts How many will come? Pos 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 What is the right price? Forecast per block Block Reihe Sitz Ermäßigung Datum Uhrzeit Filiale K.2 (Unterring Kurve Marathontor) 4 1 Kat. 25 28.02.2015 11:03 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 16 9 Kat. 24 28.02.2015 12:16 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 16 10 Kat. 24 28.02.2015 12:16 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 16 11 Kat. 24 28.02.2015 12:16 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 16 12 Kat. 24 14.02.2015 13:29 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 20 1 Kat. 24 19.02.2015 19:02 HERTHA Online-Ticket-Shop K.2 (Unterring Kurve Marathontor) 20 2 Kat. 24 19.02.2015 19:02 HERTHA Online-Ticket-Shop K.2 (Unterring Kurve Marathontor) 20 11 Kat. 24 28.02.2015 13:58 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 20 12 Kat. 24 28.02.2015 13:58 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 20 13 Kat. 24 28.02.2015 13:58 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 21 1 Kat. 24 Kaisers 25% 27.02.2015 18:22 HERTHA BSC FanShop Gropius- Passagen (55) /Fil. 510/ K.2 (Unterring Kurve Marathontor) 21 2 Kat. 24 Kaisers 25% 27.02.2015 18:22 HERTHA BSC FanShop Gropius- Passagen (55) /Fil. 510/ K.2 (Unterring Kurve Marathontor) 21 3 Kat. 24 Kaisers 25% 27.02.2015 18:22 HERTHA BSC FanShop Gropius- Passagen (55) /Fil. 510/ K.2 (Unterring Kurve Marathontor) 21 4 Kat. 24 Kaisers 25% 27.02.2015 18:22 HERTHA BSC FanShop Gropius- Passagen (55) /Fil. 510/ K.2 (Unterring Kurve Marathontor) 21 9 Kat. 24 Mitglied Kat. 24 28.02.2015 13:59 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 21 10 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 21 11 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 21 12 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 21 13 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 22 1 Kat. 24 28.02.2015 10:46 Hertha BSC TDL Filiale K.2 (Unterring Kurve Marathontor) 22 2 Kat. 24 28.02.2015 10:46 Hertha BSC TDL Filiale K.2 (Unterring Kurve Marathontor) 22 9 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 22 10 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 22 11 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 22 12 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 22 13 Kat. 24 27.02.2015 16:10 Hertha BSC Europa-Center Fanshop K.2 (Unterring Kurve Marathontor) 23 1 Kat. 24 28.02.2015 10:43 Hertha BSC TDL Filiale Summe 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 15,75 EUR 15,75 EUR 15,75 EUR 15,75 EUR 19,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR 21,00 EUR Optimal price per block Full stadium (C) 2015 Smart Pricer GmbH – Confidential › 44 2 WHY start-ups are great partners for corporates Overcoming routines: • Dynamic pricing has never before been applied in sports and cinemas • It is easier for start-ups to think out of the box Willing to take risks and make mistakes: • In start-ups risks and mistakes are normal • In Corporations managers get „punished“ Drive and determination: • Convincing a customer takes ~6 months, only about 1 of 10 customers can be convinced • Dozens of issues have to be solved before a trial starts • Start-ups have the drive and determination to overcome these challenges (C) 2015 Smart Pricer GmbH – Confidential › 5 2 Together with our customers we have achieved great results – typically revenues grow by more than 10% Soccer: 3 exemplary games with +11% revenue uplift 13% 11% 10% Game Game Game 1 2 3 Our fans reacted positively to Avg: dynamic pricing. +11% It allows us to offer good deals to loyal early birds while capturing higher willingness to pay from lastminute bookings. Head of Ticketing, 1st Bundesliga club Movies: 5 examplary shows with +12% revenue uplift 17% 14% 13% 10% 8% 1 2 3 4 5 Our visitors Avg: understood the +12% new pricing logic. Graphical illustration of price zones was key. Marketing Director, Top 3 movie theater chain in Europe (C) 2015 Smart Pricer GmbH – Confidential › 6 3) HOW we find our corporate partners today Personal network Web presence Business angels Industry associations Customer recommendations Industry experts on Sales commission High Feasibility early stage start-up Low Who do you know in entertainment, professional sports or cinema? (C) 2015 Smart Pricer GmbH – Confidential › 7 Why us? High quality analysis Our team has worked at top-tier management consultancies like McKinsey and Lufthansa Consulting. We apply the same quality standard to our work as these companies. The focus is on facts and actionable insights. Excellent knowledge about pricing We focus 100% on pricing. We have a total of +10 years professional experience from numerous roles in managing products and prices. This background combined with previous pricing optimization projects in various B2C industries give us the context to have a deep understanding of pricing. Long-term relationship and big data solutions We aim to develop long-term relationships with our customers. On top of developing new concepts, we actively support their implementation and have the IT tools at hand to automate pricing decisions using big data analytics. (C) 2015 Smart Pricer GmbH – Confidential › 8 Disclaimer This presentation has been prepared by Smart Pricer GmbH. No representation, warranty or undertaking, express or implied, is made as to, and no reliance should be placed on, the fairness, accuracy, completeness or correctness of the information or the opinions contained herein. The presentation shall only be used for informational purposes and does not form any contractual basis. None of Smart Pricing GbR or representatives shall have any liability whatsoever (in negligence or otherwise) for any loss howsoever arising from any use of this presentation or its contents or otherwise arising in connection with the presentation. Certain financial and statistical information in this presentation has been subject to rounding off adjustments and to currency conversion adjustments. Accordingly, the sum of certain data may not conform to the expressed total. Certain statements in this presentation constitute forward-looking statements. Any statement in this presentation that is not a statement of historical fact, without limitation, is a forward-looking statement. Such forward looking statements are subject to risks and uncertainties that may cause actual results to differ materially. These risks and uncertainties include, among other factors, changing economic, financial, business or other market conditions. These and other factors could adversely affect the outcome and financial effects of the plans and events described in this presentation. As a result, you are cautioned not to place any reliance on such forward-looking statements. The forward-looking statements reflect knowledge and information available at the date of preparation of this presentation and the Company undertakes no obligation to update its view of such risks and uncertainties or to update the forward-looking statements contained herein. Nothing in this presentation should be construed as a profit forecast. Not for distribution or release, directly or indirectly, to any third party other than the direct recipient. (C) 2015 Smart Pricer GmbH – Confidential › 9 Impuls Patrick Hypscher, Skill Hero Startup Piloten mit Großunternehmen Patrick Hypscher Gründer & Geschäftsführer Skill Hero UG BENHU Werkstatt, 2015 Vor sehen, welche TEILNEHMER dabei sind in der Gruppe NACHRICHTEN schreiben Während eigene NOTIZEN anlegen persönliches FOTOPROTOKOLL speichern individuelles ZIEL definieren Nach passgenaue ERINNERUNGEN erhalten eigenen FORTSCHRITT erfassen SEMINARHANDBUCH mobil verfügbar 1. Warum sind Startups für etablierte Unternehmen interessante Partner? 1. Mit Startups arbeiten ist cool. 2. Startups sind schnell. 3. Startups sind flexibel. 4. Produkte & Services mit Mehrwert 5. Umsätze steigern oder Kosten senken 2. Wie finden Startups bisher Pilotkunden / -projekte? 1. Netzwerk 2. Veranstaltungen 3. Empfehlungen Patrick Hypscher [email protected] www.skillhero.de @hypscher Workshop-Ergebnisse Welche Hindernisse/ Herausforderungen sehen Sie in der Zusammenarbeit von Startups und etablierten Unternehmen? Bei der Suche von Kooperationspartnern: • • • • • • • • • Wie mit Konzernen arbeiten? (Form, Ansprache?) Kunde vs. Kooperation Konzernstandards Einkauf Geschwindigkeit Macht des Einzelhandels Kooperation schwieriger als Kunden Kunden verstehen, Startup verstehen, Koop. Verstehen Unterschiedliche Herausforderungen in großen Konzernen Offenheit Welche Hindernisse/ Herausforderungen sehen Sie in der Zusammenarbeit von Startups und etablierten Unternehmen? In der Anbahnung von Pilotprojekten: • • • • • • • Transparenz, welche Startups gibt‘s? Transparenz, Welche Corporate Themen sind aktuell Wer ist der richtige Ansprechpartner (im Corporate)? Wer ist der Inno.treiber? Credibility des Startups Aufmerksamkeit als Startup bekommen Marginale Innovation (Corporate) vs. Echte Disruption (Startups) Welche formellen + informellen Netzwerke gibt es im Unternehmen? Welche Hindernisse/ Herausforderungen sehen Sie in der Zusammenarbeit von Startups und etablierten Unternehmen? Bei der Umsetzung von Pilotprojekten: • • • • • • Buy-In? Verträge Definition der Vertragsinhalte Kommunikation Koordination First Ziele erreichbar? Belastbare Beziehungen Welche Hindernisse/ Herausforderungen sehen Sie in der Zusammenarbeit von Startups und etablierten Unternehmen? Beim Anstreben einer nachhaltigen Kooperation: • • • • • • • Permanente Weiterentwicklung Schnell skalieren Feedback und Payment Startup muss treiben Interesse hoch halten Unternehmen schnell und flexibel Empfehlungen provozieren
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