For our target audience, the best things in life are establishing real connections and creating genuine memories whether they are at work, at home, or around friends. What makes for an authentic experience differs from one person to the next–from eating at a local restaurant to learning about a community’s history to participating in a cultural event. But ultimately, seekers of authenticity are drawn in by the beauty that comes from experiencing something that has yet to be explored. COMPETITIVE SET The competitive set identifies the category in which our brand competes and how we want to be considered. This sets the backdrop against which our brand has a compelling benefit. It is intended not to differentiate our brand from others but simply to define the playing field on which we compete. Inspiration Resource Inspiration is a word that impels action. It awakens people to new possibilities and allows them to go beyond the ordinary experiences and monotony of everyday schedules. Inspiration propels us from apathy to possibility and transforms the way we view and take in the world around us. As an inspiration resource, Explore.US works to inspire our users to imagine and discover new possibilities during their planning journey–and we do this by sparking a sense of curiosity through our content, imagery, and featured destinations. Explore.US is not alone when it comes to being an inspiration resource. Pinterest, TripAdvisor, tourism companies, travel directories, and even family and friends also serve as sources of inspiration. This is why Explore.US strives to excite and to encourage users to explore the possibilities waiting in small-town America. MOST COMPELLING BENEFIT The most compelling benefit is our point of differentiation–the advantage that makes Explore.US desirable to our target audience. This idea lies at the intersection of what is meaningful to our target audience and the strengths our brand delivers. It answers the question, “What is the most compelling offering we can make, communicate, and deliver consistently to our target audience?” Opens the door to the best experiences of small-town America Opens the door–Users today have access to a multitude of information resources, but still unmet is the need for hyperlocalized and in-depth information on small-town America. Explore.US offers users just that, as the internal team works to provide accurate and relevant information that will allow users the chance to uncover what small-town America has to offer– illuminating the adventures that await them, both across the country and around the corner. The best experiences of small-town America–Explore.US believes there are hidden gems in every small town that have yet to be explored. We seek to provide users with hyper-localized information for the communities they are interested in discovering. Explore.US wants to save users time during the planning process by offering a tool that shows them the best experiences through must-see, must-do, must-eat, and must-try lists on the website. Explore.US opens the door for users to discover what each small town offers.
ADVERTISING VALUE For as little as $100 per month, Explore.US arms advertisers with tailored advertising packages designed to reach the right consumers at the right location at the right time. Media buyers can purchase plans by the month, location, device, user demographic, message type, and platform. We dynamically serve ads to users based on their interest, history, and shared social information.
WHY US? As humans, the decisions we make about the company we keep are often influenced by how we want to be seen through the eyes of others. So it is essential that the image of our brand be an identity people admire, desire to affiliate with or, most importantly, aspire to be like. EXPLORERS Explorers are those who are unafraid to embrace the unfamiliar by taking part in new adventures and unique experiences. These are people who avoid areas and activities where there are numerous tourists, indicating a desire to explore the untouched and unexposed. Explorers are united by their sense of curiosity and yearning to discover new destinations and immerse themselves in different cultures. Whether their next adventure is trying a new local restaurant, setting off on a road trip, or finding a fresh start by moving to a new town, they are all united by their longing to make lasting memories through meaningful experiences. When people choose to use Explore.US, that says they are not afraid to take the road less traveled and uncover a new adventure.
CONFIDENTIAL - DO NOT DISSEMINATE. This business plan contains confidential, trade-secret information and is shared only with the understanding that you will not share its contents or ideas with third parties without the express written consent of the plan author.
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