PM School Challenge – 61

AIRBNB In-House Entertainment

In-Stay Initiative for Airbnb
The objective of the document is to provide
comprehensive product features for the Airbnb in-
stay initiative

Submitted By:
Palak Maheshwari
Aditya Pande
Problem Statement & Goal
Problem Statement

Currently, The Hosts at Airbnb are the ones who take care of the hospitality on their side to make the guest feel entertained. Airbnb wants to
work for in-stay entertainment for the guests in India

As a VP of Product at Airbnb, you’ve been tasked to explore business model and Go to Market for the initiative:

1. Come up with Product solutions/features(at least 3) on Airbnb user-facing app which help in in-house entertainment initiative
2. Balsamiq/ Figma Wireframe
3. What are the Success Metrics for the overall in-house entertainment initiative?
4. What will be your launch plan?

Goal
To come up with first release product plan for developing features for in-stay entertainment for guests in India
Customer Persona

Professionals

Guest Details Abhishek (42 years) Sneha (32 years) Rohan (21 years)

Demography Mumbai Delhi Bangalore

Occupation Businessperson Travel Blogger Fitness Enthusiast

Uses such trips to spend time with his

family and friends. Wants to spend time Spends the entire day roaming around Travels on weekends and is very
Problem cooking meals with friends/families places and wants to sit back and chill particular about his fitness regime while
which he usually does not get time for in once she comes back to the stay he is travelling
his city routine
Hypothesis
1 2
Spending Quality Time
The guests could cook their own
meals together with their friends
and family. This would give them
a chance to spend some quality
time together. Additionally, they
can try their hands on some local
dishes
3
OTT Fitness
The guests would like to relax and
A lot of guests use their time off
chill as they take time off their
to just rejuvenate and revitalize
regular routine. They would like
their body amidst their busy work
to just sit back and spend time
routines. Simple exercises like
binge watching their favorite TV-
Yoga coupled with the beauty of
shows or movies while keeping
nature can help them recharge
themselves mentally free of all
themselves
stress
Feature List

1 Make your own Meal(MYOM)

Under the in-house entertainment section, there is a new option called Make your own meals. This feature will exhibit a list of some
recipe videos (including the local dishes) which the user can try making through their stay. The recipe will also come with a list of the
ingredients required to prepare a particular dish along with the details of local departmental stores where these things can be
purchased. The guests can try using the option to cook meals with their friends/families and relish some time together.

2 OTT (On the Top) Platform

In the in-house entertainment section, there is a new category called connect to OTT platform. This feature will allow the user to
connect the TV at the host’s place with the popular OTT platforms. They can then watch the shows they wish to and just sit back and
enjoy the seamless experience.

3 B B’s Way
The guests can choose the “Rejuvenate with Yoga” category option under the in-house entertainment section to join Live and recorded
Yoga sessions by professionals. This feature will help the users to indulge in fitness activities while they enjoy the mesmerizing view of
the place
In-House Entertainment Feature (1/3)

Make Your
Own Meal

Sit Back &

Enjoy

Yoga
Session
In-House Entertainment Feature (2/3)

Make Your
Own Meal

Sit Back &

Enjoy

Yoga
Session
In-House Entertainment Feature (3/3)

Make Your
Own Meal

Sit Back &

Enjoy

Yoga
Session
Metrics
Target Feature Goal Identifier Metric

Avg no. of app downloads

after
Acquisition All features Increase the number of No. of users installing the
Avg. no. of app downloads
app Downloads app and signing up
before

No. of users clicking on the

Increase the number of
MYOM category
Activation Feature-1- MYOM users using the MYOM No. of clicks on the MYOM
feature feature
Total no. of users

No. of users watching the

Increase the number of
No. of clicks on the MYOM videos
Activation Feature-1- MYOM clicks of the MYOM feature
feature videos
videos
Total no. of users

No. of Daily Active

Users(DAU), Monthly Avg. and total time spent
Increase the number of
User-Engagement Feature-1- MYOM Active Users(MAU) viewing on watching the video per
views for MYOM feature
the videos using this day, per month
feature
Metrics
Target Feature Goal Identifier Metric

No. of users viewing OTT

Increase the number of No. of users using the OTT videos
Activation Feature-2-OTT
users using this feature video features
Total no. of users

No. of Daily Active

Increase the number of Avg. and total time spent
Users(DAU), Monthly
User-Engagement Feature-2-OTT views on the OTT platform on OTT platform per day,
Active Users(MAU) viewing
using this feature per month
the videos using this
feature

No. of users attending the

Increase the number of
No. of active users of the sessions
Activation BnB’s Way user base for the live
session
sessions
Total no. of users

Increase the number of No. of daily active

No. of people enrolled per
User-Engagement BnB’s Way users attending the users(DAU), monthly active
day, per month
sessions users(MAU)
Launch Plan

• Press Release:
Releasing out feature list via press release
• Digital Market Campaign:
Launching out campaign to promote In-House Feature
• Push Notifications:
Notifying the users of the application via push notifications to promote new features
• Blogging about new feature:
Giving out the details about features through blogs
• Connecting with email-marketing:
Sending out email to the users notifying them about the new features of the application
• Reaching out to influencers:
Reaching out to influencers in order to promote the new features of the application to get
better reach
Thank You