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Master in Industrial Engineering and Management CityWander
Evaluation of Investment Projects BEST TRAVEL APP

2023/2024

António Santos | Carolina Conde | Dinis Bichança | Francisco Barros

Leonor Silva | Teresa Neves | Miguel Ribeiro | Rodrigo Castro Lima
In 2019,

Did you know?

5.1 trillion
were spent on leisure tourism

70% of people
do their research for a trip on their smartphones, proving that
they are understanding they don’t need travel agencies

Nearly one third

of US travelers are likely to use ChatGPT to plan a trip
AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 03

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 04

OUR COMPANY

Revolutionize the way people explore cities

Mission around the world

COSTUMER-CENTRICITY SIMPLICITY ADAPTABILITY

Values Needs and satisfaction of Simple and user- Embrace change and
users always come first friendly UI and UX adapt

Expand its language

Promote sustainable
Goals offering and geographical
tourism practices
coverage

Evaluation of Investment Projects | CityWander | 05

PARTNERSHIPS Dining

Accomodation

Transportation

Entertainment
Activities
Cultural Activities

Evaluation of Investment Projects | CityWander | 06

OUR SERVICE

User
User User
CityWander
CityWander CityWander

Lisbon Lisbon
Use GPS location

or

Choose a city
Choose a city
Choose a city

Arrival Departure

Enter Budget
Calouste Gulbenkian Museum
Select your interests DAY 1 The Calouste Gulbenkian Museum
Calouste Gulbenkian Museum houses one of the world's most
important private art collections.

Av. de Berna 45A, 1067-001 Lisbon

Parks Museums Stadiums Edward VII Park
10am - 6pm

Botanical Garden of Lisbon Buy tickets

Libraries Cafes Bars/Clubs

Profile Search Home Favorites Bookings Profile Search Home Favorites Bookings Profile Search Home Favorites Bookings

Evaluation of Investment Projects | CityWander | 07

KEY FEATURES

DURATION OF THE STAY

ATTRACTION CLOSING DAYS

AND HOURS

BUDGET CONSI DERATI ON

METEOROLOGICAL INSIGHTS

PERSONALIZATI ON AND
CONVENIENCE

Evaluation of Investment Projects | CityWander | 08

IMPLEMENTATION

2024 AND 2025 2026 2027 2028

Lisbon and Barcelona Amsterdam Porto
Madrid

2032 2031 2030 2029

Athens Paris London Valencia and
Budapest

Evaluation of Investment Projects | CityWander | 09

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 10

TARGET AUDIENCE
Adventure Seekers

Young People

Business Travelers

Niche Travelers

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COMPETITORS

Direct Competitors Indirect Competitors

Evaluation of Investment Projects | CityWander | 12

PROMOTIONAL STRATEGY

Paid Advertising Word-of-Mouth

Evaluation of Investment Projects | CityWander | 13

REVENUE AND PRICE POLICY
Premium Feature Advertising

3.99€/person Average Travel

Apps CPM rates

Partnerships

3% Comission - Acommodation, Car Rental,

Dining and Entertainment Partnernships
1% Comission - Public Transportation and
Cultural Partnerships

Evaluation of Investment Projects | CityWander | 14

SALES FORECAST
Our projected revenue is directly dependent on the amount of users actively using the app

Active User Growth Active User Projection

100,000

80,000

60,000

40,000
Marketing Tools
20,000
Word of Mouth
0
User Retention

31
25
26
27
28
29
30

32
24

20
20
20
20
20
20
20

20
20
Evaluation of Investment Projects | CityWander | 15
SALES FORECAST
It’s important to predict user spending in trip bookings to determine expected revenue from
partnerships.

Tourism Statistics Consumer Behaviour Independent Survey

Travel Group Size Number of Trips per Year Trip Duration Trip Spending
1.675 people 2.5 trips 4 days Average daily spending
calculations for several
european cities

Evaluation of Investment Projects | CityWander | 16

SALES FORECAST

Relative Frequency of Arrivals in 2022 Predicted Daily Partnership Revenue per City
Amsterdam 3€
5.9% Lisbon
6.4%
Paris 2.5 €
22.9% Athens
6.5%
2€

Madrid 1.5 €
7.1%

1€
Budapest
8.2% 0.5 €
London
19% 0€
Valencia

Va st

o
m
on

on
rc a
Bu rid

Lo a

ris
ns

Ba nci
on

rt
pe
10.2%

da

he

Pa
sb

nd
ad

Po
el
Barcelona

le
da
er

Li

At

M
11.6%

st
Am
Evaluation of Investment Projects | CityWander | 17
SALES FORECAST

Forecasted total revenue

3,000,000 €

2,500,000 €

2,000,000 €

1,500,000 €

1,000,000 €

500,000 €

0€
2024 2025 2026 2027 2028 2029 2030 2031 2032

Evaluation of Investment Projects | CityWander | 18

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 19

TIMELINE
Tasks OCT23 NOV23 DEC23 JAN24 FEB24 MAR24 APR24 MAY24 JUN24 JUL24 AUG24 SEP24

Defining Project Scope

and Objectives
Market Research and
Analysis
Legal Compliance
Analysis

Implementation Plan

App Development

Content Creation and

Localization

Marketing and Promotion

App Launch

Post-Launch Expansion

Evaluation of Investment Projects | CityWander | 20

ORGANIZATIONAL STRUCTURE

MARKETING HUMAN RESOURCES

DEPARTMENT DEPARTMENT

R&D
DEPARTMENT

IT LEGAL & FINANCE

DEPARTMENT DEPARTMENT

Evaluation of Investment Projects | CityWander | 21

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 22

INVESTMENT PLAN

Tangible Assets Intangible Assets

Administrative equipment
+ 18,051.41€
Transportation equipment No investment was made

Working Capital

Average collection period: 10 days

Average payment period to suppliers: 10 days

Evaluation of Investment Projects | CityWander | 23

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 24

OPERATING PLAN
Assumptions

Period IRC VAT

10 years 21% 23%

Inflation
5.50% (2023) IRS Municipal Surtax
3.20% (2024) 15.63% 1.5%
2.40% (2025-2033)

Evaluation of Investment Projects | CityWander | 25

OPERATING PLAN

Operating income Operating expenses

Staff Costs
Partnership Commissions
Subcontracts
Premium Subscriptions
Marketing
Advertising Cleaning, Hygiene and Comfort
Office Supplies
Electricity and Water
Firm Establishment
Insurance
Diverse Services (Internet + Phone and Rent)
Other Services (Canva and Office 365)

Evaluation of Investment Projects | CityWander | 26

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 27

NECESSARY FUNDING

Debt (70%) Equity (30%)

Investment in Fixed Capital (76%) Investement in Working Capital (24%)

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FINANCIAL INDICATORS

Growth Rate
31%
(average 2026-2032)
Financial Autonomy
94%
(average 2024-2032)
Return On Assets
32%
(average 2025-2032)

Return On Equity - positive and above 10% from 2026 on

Asset Turnover - from 2025 on the value gradually decreases
Liquidity Ratios - from 2024 on the value increases, being higher than 1

Evaluation of Investment Projects | CityWander | 29

VIABILITY STUDY

CityWander

Post-Financing Investors
FCFF FCFE
WACC = 38.11% CAPM = 16.06%

Net Present Value Internal Rate of Return Payback Period Net Present Value Internal Rate of Return Payback Period

476,036€ 69.77% 5.59 Y 1.91M€ 65.53% 4.92 Y

Evaluation of Investment Projects | CityWander | 30

AGENDA

1. Our Company 2. Marketing Plan 3. Management Plan 4. Investment Plan

and Service

5. Operating Plan 6. Financing Plan 7. Sensitivity Analysis

Evaluation of Investment Projects | CityWander | 31

SENSITIVITY ANALYSIS

Market (Beta) Marketing Spending Sales

Evaluation of Investment Projects | CityWander | 32

OFFER TO THE SHARKS

362 000 € WHO IS

for 20% of EMBARKING
ON THIS
JOURNEY?
CityWander
BEST TRAVEL APP
TRIP PLANNING
AROUND THE
WORLD CityWander
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