Final Project Scenarios & Objectives:

Product Brief: Business to Consumer (B2C) New Feature Launch

You are a product manager at Stay-N-Sleep (Similar to Airbnb) — an American vacation rental
online marketplace company based in New York City, NY, United States. Their mission is to enable
every traveler, to build a community of lifelong travelers, and enable the travel community to
experience what matters. And their vision is to connect people, enrich communities, and open minds
to new experiences and cultures.

Stay-N-Sleep offers arrangements for lodging and tourism experiences. They have one of the
world’s largest marketplaces for unique, authentic places to stay and things to do, offering over 2
million accommodations and tens of thousands of handcrafted activities, all powered by local hosts.
Since its inception, Stay-N-Sleep has served 20M+ guest arrivals and they have 200+ local
experiences launched since March 2020.

The average Stay-N-Sleep guest spends 5.5 days and spends up to $1,045. Tokyo, Paris, and New
York City are the most popular cities for Stay-N-Sleep booking experiences. The Stay-N-Sleep’s
average per night price for reservations is $80. Currently, the fastest-growing Stay-N-Sleep guests
are business travelers. Stay-N-Sleep empowers businesses to reimagine how their employees travel
and explore each city during their non-business hours. Business travelers using Stay-N-Sleep have
access to features like price alerts and payment groups to help manage company travel spend.
Stay-N-Sleep is giving companies a new perspective on how they manage business travel. A hotel
may offer large conference rooms and a pool for a strategy day, but Stay-N-Sleep provides a more
unique and memorable option.

During the last 6 months, Stay-N-Sleep has seen a massive spike in the number of guests inquiring
about a loyalty program and getting rewarded for choosing Stay-N-Sleep for their trips. Additionally,
Stay-N-Sleep has seen an increase of interest for their corporate benefits for business travelers.
Benefits include a free admin dashboard that makes it easier to book and manage company trips on
Stay-N-Sleep. This dashboard gives admins better awareness and accurate reporting on employee
trips. The executive team at Stay-N-Sleep also believes that they can leverage a well-designed
loyalty program to increase their repeat business and customer lifetime value. The executive team
knows that it costs them five times more to acquire new customers than it does to retain current
customers. And, existing customers are 50% more likely to try their new products and experiences
as well as spend 31% more than new customers. So, they want to have a loyalty program that
encourages their customers to return and conduct more business with Stay-N-Sleep.
You’ve recently been recruited by the newly-formed Stay-N-Sleep Rewards product team to define
and build Stay-N-Sleep’s loyalty program.

Challenge: Can you demonstrate how you would architect a new loyalty program for Stay-N-Sleep?

Format: Deliver your product solution in a visual presentation

Deliverables by the end of course in groups:

1. Define your personas
2. Craft an opportunity hypothesis statement
3. Demonstrate how you would validate the opportunity for the new program
4. Write a comprehensive PRD
5. Define the features for your MVP
6. Craft a high-level roadmap for your features
7. Use user flow diagrams, wireframes to show proof of concept. (Prototypes optional)
8. Break down user stories into engineering sprints
9. Present the metrics that would help you in measuring whether you are moving towards your
goal.
10. Determine a customer message, custom acquisition channels & go-to-market strategy.