6 Business Model Canvas
6.2 Offering
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need for local flavors as well as more familiar ones. Finally, we will use our website and social media to advertise our B&B.
6.1.3 Key partners
We will partner with local wineries and vineyards that export to China. These partnerships will provide us with good wine at discounted price, which will slightly higher our profit margin. In exchange, we will refer the customers looking for a vineyard visit to our partners and create advertising for wines that are available in China. Other key partners will be specialized activity providers. In order to offer our customers a greater variety of services and activities, we will also cooperate with companies that offer boat trips, high-sea fishing, diving, paragliding, etc. This will be profitable to both parties as we widen our offering and provide good service while our partners get clients. We will contact the activity provider and make arrangements for our customers without any extra charge, but a commission from our partners will be expected.
6.2 Offering
6.2.1 Value Proposition
We aim at providing to our customers (mainly Chinese nationals, but also English and French speakers) an excellent service in their own language, with particular attention to their cultural background. This being done in a comfortable and familiar, yet partly Spanish environment and should allow our customers to explore and experience Valencia and its surrounding easily and with less worries. We believe our bed and breakfast would act as a “buffer” to cultural shock and difficulties associated with an inexistent or limited knowledge of the Spanish language and culture.
A lack of knowledge of the Chinese language and culture is the major source of concern coming from our main target customers, Chinese national vacationers, while travelling in Spain41 and Luna Y Comida directly addresses this major issue.
41 Daniel Toma Gaimundiz, El Turismo Chino en Espana (The Chinese tourism in Spain), Universida de Sevilla, 2011, p.45.
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6.2.3 Customer Segment
The tourism industry is a highly competitive one, where a B&B caters mainly to travelers that are looking for a more personal touch that is not available in hotels and bigger establishments. From this market segment, we will focus our energy on the market of tourists from China, the UK, France and Belgium, who are looking for an authentic Spanish experience but want to avoid the usual problems associated with a lack of knowledge of the local language and culture. It can be hard to get yourself understood when both language and culture stand between you and your host. It is the major problem that Chinese tourists face while travelling in Spain42 and we will act as a bridge between the East and the West. Our customers won’t have a good knowledge of the Spanish language and they will be looking to get an excellent customer service with a personalized touch.
Our knowledge of other languages, like French and English will also allow us to attract customers from other cultures that also wish for a personalized service in their own language or in a language more familiar to them than Spanish.
6.2.4 Channels
In order to deliver our value proposition to our customers, we use a combination of our own channels and of partner’s channels. First of all, we will operate our own website in order to attract customers. It will be available in different languages: English, Chinese, French and Spanish. By going through our website, visitors will be able to get basic information of what to do and see in Valencia, understand our value proposition, book rooms, get information on the services we offer, understand our prices schedule, get examples of the food we serve and see pictures of the different rooms. We will also use social media in different language and on different platform to facilitate communication between us and possible customers. Another option available for our customers will be to get the information they need through third party websites like airb&b.com,
42 Daniel Toma Gaimundiz, El Turismo Chino en Espana (The Chinese tourism in Spain), Universida de Sevilla, 2011
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tripadvisor.com or baobao.com. The visitors of these partner website will be able to get basic information on Luna Y Comida in the appropriate language as well as having the opportunity to book the rooms online. Once the clients are in our B&B, we will offer them the services they need personally (clean and comfortable rooms, customer service and general information in their own language, when possible, and delicious food and drinks) or through our local partners for vineyards visits or specialized activities.
6.2.5 Customer relationship
The customer relationships will be characterized by personal assistance. The first contact between Luna Y Comida will usually happen online, either on our own web page or through third party websites like tripadvisor.com or baobao.com. Our website will provide a lot of useful information and will try to answer as many questions as possible for our customers. To make it easier for them, the website will be available in different languages: Chinese, French, English and Spanish. From there, the customers will have the possibility to book their room online or to contact us if they have any questions. They will be able to contact us by telephone, e-mail or social media. We will encourage the use of social media, but the decision will be left to the discretion of the customer. A quick reply is important and a question should be answered in less than 24 hours. A confirmation will be sent after a reservation has been made. Once the customers have arrived at our B&B, we will greet then personally, show them around while informing them of our different policies, answer any question they might have and provide them with a small map of the city or any other written tourist information they are interested in. Finally, we will fill in the necessary information and make sure they have everything they need. We will continue to provide them with an excellent customer service throughout their stay, with a special attention to cultural differences. During checkout, we will hand them a business card with our address and social media accounts and remind them to like us or follow us if they wish. An online customer service survey will be sent after they have left to measure the satisfaction of our customers. If the customers book their room through a third party website, a confirmation e-mail will also be sent, providing them with information on how to contact us in the future.
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