Wednesday, March 7, 2012

Day 9: Joao Cepeda at Beta-Start

Taxi drivers at Portuguese airport are an issue, that is actually affecting Lisbon tourism.

Fado restaurants are also, with a few exceptions, a major rip off of tourists, sometimes charging more than 90€ per person.

The concierge mafia! Be aware!

The city of Lisbon needs people like the Beta-starters!

Day 9: why there is no siliconish valleyish da vida in Lisbon

If people perceive Lisbon as a big opportunity then they will come!

Increase university collaboration, more people would come because there is more ground breaking things happening in Lisbon.

Inconsistently maintained, some buildings are crumbling - this would have to be solved.

Lisbon is cheap so artistic people would find it interesting to come here.

Other group focused on a scenario in which Portugal goes bankrupt, some insights:

Bucket list idea- do your last life wishes in Lisbon.

People see no benefit of the tax system. Government services are generally poor quality.

Foreign start-ups should pay no taxes.

I will be speaking on Product Development and User Experience.

Saturday, March 3, 2012

Day 4: some of the brand ideas from today

Just want to share with you some of the brand ideas that the group generated today for the Beta-experience, the briefing is simple: create a Beta-start program that is friendlier to foreign participants:

Day 6 of Beta-Start: brand and marketing with billy the group

Hi again guys,

Saturday morning, we're having a creativity and branding workshop with Torke from Billy the Group.

We started with Diogo and João(photos below) to explain some basic facts os the marketeer life:

Branding it's not about the way Volvo is written its about the idea behind it.

The brand Germany its about reliability and technology.

Seems a blank page but it's about building around a central idea.

Coca-cola is a good example on innovation management of portfolio.

Moments of truth coined by Jan Carlzon, by Scandinavian Airlines System(SAS) occur any time a customer comes in contact with the company.

Southwest job candidates are invited for an audition on their job hiring process.

Nordstrom is also a good example of superior service quality.

If you don't have a company culture your employees don't have freedom.

Guerrilla Marketing.

Marketing = talking directly to the market (forget the ing)

Fred now talking about Guerrila marketing: maximizing short term results with minimum resources

Urban interventions,Installations, (in Portugal everything is done by the book, paying licenses to city council, etc)
Ambient media, (if you a do a campaign on the wc, you're already making a stance)
PR stunt
Fighting advertising
Online (viral, buzz, ...)
Press kit (because journalists don't like to work)

I love the campaign they did for a mobile company, hijacking the event from another company! (more than 5 years ago).

Thursday, March 1, 2012

Day 4: Deloitte comes to Beta-start

This is my first blog post on Beta-start experience. The purpose of this blog is to tell the experience of Beta-start from someone that’s participating on the program from the beginning.

Deloitte came to office this morning to talk about the future of tourism. There are some highlights which I will share with you:

  • Revpar - revenue per available room.
  • 1/3 of market is now on low cost airlines.
  • Load factor on low cost now on 90%, the highest in the industry.
  • Now the most valuable asset are the airport slots on the airports.
  • RevPar in Lisbon is now only 3% below max high (2007).

ROI on several investments:

  • Gold - 500% roi over 10 years
  • Hotels Europe only 7% (less than inflation).
Other thoughts:
  • Passport in UK for who makes investments over a certain value.(why Portugal does not do the same?)
  • To each segment you should present a different value propositon. - I think this is important for creating Beta-I products.
  • G7 in 2025: china, USA, India, Japan, brasil, Russia, Mexico.
  • Biggest growth touristic markets: China, India.
  • Portugal should do not diversify to India because you need lots of money to communicate. Portugal should instead focus on Scandinavia.