Nestie - Apartment Rental App (in progress) by Chia Hsuan Hsieh

Nestie.

A hybrid digital platform helps you truly immerse into a new environment without worries!

Competitors Review Book

ChiaHsuan Hsieh 002344592 | Creative Business Leadership | M.A Final Project

Table of Content

Brand Competitor Overviews

STP Strategy

Brand Competitor Products & Services

Facebook Audience Insight Tool

Brand Competitor Audits

Answer The Public Tool

Brand Competitor WayBack Machine Tool

Empathy Maps

Brand Competitor UberSuggest Tool

Persona Setting

Brand Competitor BuiltWith Tool Brand Competitor Buzzsumo Tool Brand Competitor POP & POD Brand Competitor Reference Frameworks

Overviews, Products & Services Uniplaces

Apartment Rental Space Listing Host Review Information / Blog Uniplaces is an online marketplace for booking student accommodation. Based in Lisbon, the platform was founded in 2012 by Miguel Amaro, Mariano Kostelec and Ben Grech. As of October 2015, students from over 140 countries have booked with Uniplaces for a total of more than 500,000 nights.

Overviews, Products & Services Student.com

Apartment Rental Space Listing Space Review Price Match Information / Blog Life-essentials Online Shop Student.com is a student accommodation marketplace that helps students to find residential accommodation. The platform was founded by Luke Nolan in 2011 with Shakil Khan and John-Paul Jones joining in 2014. The company is headquartered in Dubai, with offices in the UK, China, Hong Kong, the USA, and Australia. The company recently Expands Global Footprint to India.

Overviews, Products & Services Unomes+

Apartment Rental Space Listing Host Review Information / Blog Uhomes+ is an online rental platform for students. They help students to find a perfect home whilst they study abroad. Covering all kinds of accommodation, in more than 900 cities worldwide, the platform lists more than 2,100,000 beds. The platform was founded by Yin Jiankun in 2015. The company is headquartered in Tianjin, China.

Overviews, Products & Services Study Abroad Apartments

Apartment Rental Space Listing Study Abroad Apartments (“SAA”) is an online marketplace for booking accommodation, hope to removes the hassle of finding furnished student accommodation worldwide. It provides booking services for both users and accommodation providers. Based in Barcelona, the platform was founded in 2013 by Ryan Blum and Brett Newman.

Overviews, Products & Services Nestpick

Apartment Rental Space Listing Host Review Information / Blog Nestpick is an online platform for on-demand housing; month to month rentals of furnished apartments & rooms, operating worldwide. The website facilitates an easy exploration of a wide range of furnished apartments, rooms, and student accommodation. Nestpick was founded in Rotterdam in 2014 by German entrepreneur Fabian Dudek and Dutch tech entrepreneur Peter Hofman.

Overviews, Products & Services Airbnb

Apartment Rental Luxury Hotel Space Listing Experience Space Review Host & Guest Review Gift Card Airbnb, Inc. operates an online marketplace for lodging, primarily homestays for vacation rentals, and tourism activities. It is based in San Francisco, California. The platform was founded by Brian Chesky and Joe Gebbia, and Nathan Blecharczyk in 2008, headquartered in San Francisco, California. Nowadays, Airbnb has close to 650,000 hosts using its platform and around 6.1 million listings.

Brand Competitor Audits Current Core Identity

Organization name

Uniplaces

How has our brand changed over time? Initially, the services were provided to university students, we secured several partnerships with universities in Portugal. After changing new

Uniplaces

target, the business has expanded internationally, and serve a wider

What does our business do?

range of customers.

Uniplaces is an online marketplace for students, young workers, digital nomads, travelers, or families.

Students, young workers, digital nomads, travellers, and families.

What is our Brand Heart? Provide choice of verified accommodations with satisfying budgets in the world. Offer easier renting solutions to get rid of guarantors, hassle, and bureaucracies.

the world to make the travel experience easier and enjoyable.

portals, flatshare portals, and hotels that offer long-term stays. Vacation rental sites like Airbnb and Wimdu offer alternatives to

How is our brand currently perceived? Does it align with our Brand Heart? Yes, we continue to expand our presence in cities around

How do we want to be perceived? Social media, news reports, word of mouth, online and paper adverts, etc.

Who is our competition? How do we fit into the landscape? Include OLX, real estate platforms, national property portals, Erasmus

Help and make travel experiences unique.

Who are our personas?

traditional accommodations by allowing people to rent private apartments but tend to focus more on the short-term.

How do we differentiate our brand? We offer customized accommodation portals to our university partners to exclusively serve the needs by students.

Brand Competitor Audits Current Core Identity Uniplaces

10 What is our current brand personality? Place an X where you want your brand to fall on the spectrum below.

Traditional

X X X X

Exclusive Corporate Serious Understated Simple

City, Urban Familiar

Steady Realistic

Progressive Accessible Friendly Fun, Playful Bold Complex

Natural Disruptive

Dynamic Idealistic

Brand Competitor Audits Current Visual Identity

Uniplaces

What does our current visual identity look like?

We changed the entire branding and logo in 2014, to

typography.

make the brand more simple and easy to remember.

What does our current visual identity communicate? or rent out space.

How does our current visual identity align or misalign with our values?

How do we feel about our current logo? Unknown.

Where will our logo be used (print, web, social)? Prints, social media, website, and mobile app.

spaces in cities around the world to make renting easy,

Why are we creating a new and unique logo? Why now?

fast, and safe.

We do not plan to change the current logo as of now.

Our logo aligns with our values that are open to more

How has our visual identity changed over time?

A bright, door-alike logo combining with bold, light grey

Open the door for every person who wants to have rent

What do we NOT like about our current visual identity? Unknown.

Should our new logo be “evolutionary” or “revolutionary”? Unknown.

10 Why type of “character” or “personality” would we like our new logo to have? Unknown.

Brand Competitor Audits Current Visual Identity Uniplaces

11 What type of logo are we more drawn to? 1.Logomark

3. Combination mark

2. Logotype

Brand Competitor Audits Current Verbal Identity

What differentiates us?

We offer customized accommodation portals to our

Uniplaces

What is our current brand personality? Fun, playful, and young.

university partners to exclusively serve the needs of students.

What is our current tagline? This is our way of turning an old-fashioned market on its head. It’s our way of changing the world.

What is our current value prop? Continuously expand our presence in cities around the world to make the travel experience easier and enjoyable.

What are our three main selling points/ messaging pillars? Provide a platform that is easy, fast and safe, a total peace of mind. Offer short-terms and long-term unique places for every budget,. Make booking, renting processes easier to have a enjoyable travel experience.

What is our current brand voice/tone? Motivational, and engaging.

Brand Competitor Audits Current Core Identity

Organization name

Student.com

How has our brand changed over time? Initially, the founder recognized that many other individuals, especially students, were facing similar issues of finding accommodation in the

Student.com

US, UK, and Australia. After conceptualizing the business a year, the

What does our business do?

company rebranded itself as Student.com in 2015 to focus on expanding globally.

Student.com is an online marketplace for international student housing.

7 3

What is our Brand Heart? Help students find their perfect home abroad. Provide a carefully selected range of rooms.

Students, young workers.

Help students to grow and make the most

How is our brand currently perceived? Does it align with our Brand Heart? Yes, we’re with students every step of their journey, starting with the perfect place to live abroad.

Who is our competition? How do we fit into the landscape? Elmwood Apartments, Uniplaces, Study Abroad Apartments,

of their journey.

Who are our personas?

Nestpick, College Student Apartments, Rentmate, HousingAnywhere, Shift, ErasmusInn, San Diego Student Housing.

How do we differentiate our brand? Focus on the untapped student accommodation market, by connecting students to professional landlords. Identify and exploiting a niche in the property market.

How do we want to be perceived? Social media, press releases, word of mouth, online and paper adverts, etc.

Brand Competitor Audits Current Core Identity Student.com

10 What is our current brand personality? Place an X where you want your brand to fall on the spectrum below.

Traditional

Exclusive Corporate Serious Understated Simple City, Urban Familiar

X X X

Steady Realistic

Progressive Accessible

Friendly

X X

Fun, Playful Bold Complex Natural Disruptive

Dynamic Idealistic

Brand Competitor Audits Current Visual Identity

Student.com

What does our current visual identity look like?

How do we feel about our current logo? Unknown.

A globe-like logo covered by bold, bright S typography.

What does our current visual identity communicate?

Where will our logo be used (print, web, social)? Prints, social media, website, and mobile app.

We exclusively serve students globally to help find suitable accommodation abroad.

How does our current visual identity align or misalign with our values?

Why are we creating a new and unique logo? Why now? We do not plan to change the current logo as of now.

Our logo aligns with our values that are to serve students' needs and issues when studying abroad.

What do we NOT like about our current visual identity? Unknown.

How has our visual identity changed over time? We never changed the brand identity before.

Should our new logo be “evolutionary” or “revolutionary”? Unknown.

10 Why type of “character” or “personality” would we like our new logo to have? Unknown.

Brand Competitor Audits Current Visual Identity Student.com

11 What type of logo are we more drawn to? 1.Logomark

3. Combination mark

2. Logotype

Brand Competitor Audits Current Verbal Identity

What differentiates us?

Focus on the untapped student accommodation

What is our current brand personality? Passion, integrity, excellence and a positive attitude.

market, by connecting students to professional

Student.com

landlords.

What is our current tagline? treat every student with passion, integrity, excellence, and a positive attitude.

What is our current value prop? We’re with you every step of your student journey, starting with the perfect place to live. It helps you to grow and make the most of your journey.

What is our current brand voice/tone? Confident, friendly, and down-to-earth.

We want to give you total peace of mind so we strive to

What are our three main selling points/ messaging pillars? Help thousands of students find their home abroad. Provide a carefully selected range of rooms that were built and are managed specifically for students. Provide comparable a variety of rooms across different neighborhoods for students to make the right choice.

Brand Competitor Audits Current Core Identity

Organization name

Uhomes+

How has our brand changed over time? The goal of the brand hasn't changed much. We continuously provide service exclusively for overseas Chinese students, a credible system

Uhomes+

What does our business do? Uhomes+ is an online marketplace for international student housing.

What is our Brand Heart? Help international students find their ideal home overseas. Provide the best possible price, and making sure students get the best offers and rewards out there.

How is our brand currently perceived? Does it align with our Brand Heart? Yes, we help to find students a safe place to call them home in the best possible prices.

that both the students and their families can trust.

How do we want to be perceived? Social media, press releases, word of mouth, online and paper adverts, etc.

Who are our personas? Students, young workers.

Who is our competition? How do we fit into the landscape? Uhouzz's top 7 competitors are Student.com, HousingAnywhere, Uniplaces, Nestpick, Study Abroad Apartments, Elmwood Apartment, Housing.com, etc.

How do we differentiate our brand? Provide customizable services for students within 48hrs, after filling out the details, making payments on the website. Offer price-match promise for students to get the best possible price.

Brand Competitor Audits Current Core Identity Uhomes+

10 What is our current brand personality? Place an X where you want your brand to fall on the spectrum below.

Traditional Exclusive Corporate

Serious

Accessible Friendly

Fun, Playful

Understated Simple City, Urban

Bold Complex Natural

Familiar Steady Realistic

Progressive

Disruptive

Dynamic Idealistic

Brand Competitor Audits Current Visual Identity

Uhomes+

What does our current visual identity look like?

How do we feel about our current logo? Unknown.

There are two homes in both right and left side top of the U letter. The entire graphic is covered by the company name, Uhomes

What does our current visual identity communicate? We help international students find their ideal home

Prints, social media, website, and mobile app.

globally.

How does our current visual identity align or misalign with our values? Our logo aligns with our values that are to find students a safe place to call them home at the best possible prices.

What do we NOT like about our current visual identity? Unknown.

How has our visual identity changed over time? We never changed the brand identity before.

Where will our logo be used (print, web, social)?

Why are we creating a new and unique logo? Why now? We do not plan to change the current logo as of now.

Should our new logo be “evolutionary” or “revolutionary”? Unknown.

10 Why type of “character” or “personality” would we like our new logo to have? Unknown.

Brand Competitor Audits Current Visual Identity Uhomes+

11 What type of logo are we more drawn to? 1.Logomark

3. Combination mark

2. Logotype

Brand Competitor Audits Current Verbal Identity

What differentiates us?

Provide customizable services and fast responses for students. Offer price-match promise for students to get the best

Uhomes+

possible price.

What is our current brand personality? Exciting, adventurous, knowledgeable.

What is our current brand voice/tone? Strong, confident and aggressive.

What is our current tagline? We help to find students a safe place to call their own, for the best possible price and making sure they get the best offers and rewards out there.

What is our current value prop? We offer one-step services exclusively for overseas Chinese students and offer a creditable system that is reliable and trusted.

What are our three main selling points/ messaging pillars? Provides multiple choices such as student housing, house rental, house buying, homestay, and some other customized services. Already helped close to 120,000 students find their ideal home overseas. The price-match promise guarantees the best offers.

Brand Competitor Audits Current Core Identity StudyAbroad Apartments

Organization name

Study Abroad Apartment.

How has our brand changed over time? The goal of the brand hasn't changed much. We continuously provide service for students who are looking for apartments to rent. We

quickly expanded to serve students from 30 countries, including

What does our business do?

China, France, the Netherlands, and the United Kingdom, to provide a

Study Abroad Apartments is an online marketplace that

safer and easier way to find room rentals, sublets, and roommates.

removes the hassle of finding furnished student housing worldwide.

How is our brand currently perceived? Does it align with our Brand Heart? Yes, we, SAA, deliver a quality solution for you to easily book your accommodation online.

How do we want to be perceived? Social media, press releases, word of mouth, online and paper adverts, etc.

Who are our personas? Students, young workers.

What is our Brand Heart? Intent on making students feel at home anywhere in the world. Provide quality solutions to easily book students' accommodation online. Stress-free and reliable process in obtaining international student accommodation.

7 8

Who is our competition? How do we fit into the landscape? Study Abroad Apartments's top competitors are Uniplaces, Shift, and Carlypso.

How do we differentiate our brand? Provide local representatives in SAA’s listed cities, to ask for local information before and after the booking process. With a limited number of cities, this would be an easy option for international student housing if it gets more listings.

Brand Competitor Audits Current Core Identity StudyAbroad Apartments

10 What is our current brand personality? Place an X where you want your brand to fall on the spectrum below.

Traditional Exclusive

X X

Corporate Serious Understated Simple City, Urban Familiar Steady Realistic

X X X X X

Progressive Accessible

X X

Friendly Fun, Playful Bold Complex Natural Disruptive Dynamic

Idealistic

Brand Competitor Audits Current Visual Identity

StudyAbroad Apartments

What does our current visual identity look like?

How do we feel about our current logo? Unknown.

A flight across the skyline under the company name, Study Abroad Apartments.

What does our current visual identity communicate? We help international students find apartments in

Prints, social media, website, and mobile app.

selected cities.

How does our current visual identity align or misalign with our values? Our logo aligns with our values that are to help students to find apartments without complex processes.

What do we NOT like about our current visual identity? Unknown.

How has our visual identity changed over time? We never changed the brand identity before.

Where will our logo be used (print, web, social)?

Why are we creating a new and unique logo? Why now? We do not plan to change the current logo as of now.

Should our new logo be “evolutionary” or “revolutionary”? Unknown.

10 Why type of “character” or “personality” would we like our new logo to have? Unknown.

Brand Competitor Audits Current Visual Identity

11 What type of logo are we more drawn to? 1.Logomark

StudyAbroad Apartments

3. Combination mark

2. Logotype

Brand Competitor Audits Current Verbal Identity

StudyAbroad Apartments

What differentiates us?

Young, incompetently trained, fools rush in where

serve the needs of students.

angels fear to tread.

What is our current tagline? student accommodation worldwide.

What is our current value prop? We help millions of young people receive incredible experiences and connect the next generation through shared housing.

What is our current brand personality?

Partner with universities in selected cities to exclusively

We are here to remove the hassle of finding furnished

What are our three main selling points/ messaging pillars? Assist students going abroad with safe and reliable housing options. Make students feel at home anywhere in the world. Provide a safer and easier way to find room rentals, sublets, and roommates.

What is our current brand voice/tone? Positive and friendly,

Brand Competitor Audits Current Core Identity

Organization name

Nestpick.

How has our brand changed over time? Nestpick was founded in response to our founder's difficulty in finding appropriate student accommodation at the time of his studies.

Nestpick

What does our business do?

Nestpick experienced rapid expansion since its founding, thus adding

Nestpick is an online platform for on-demand housing;

and 8 countries in which the company offered its services. Now we

more cities and countries to its platform, resulting in a total of 25 cities

month to month rentals of furnished apartments & rooms,

are operating in more than 2000 cities worldwide.

operating worldwide.

What is our Brand Heart? provide selections of mid-to-long term furnished apartments for rent on the internet. Offer reliable and updated listings. Provide the most relevant results.

How is our brand currently perceived? Does it align with our Brand Heart? Yes, Nestpick helps customers to find rooms or flats for rent in Berlin, London, Barcelona, Amsterdam, Madrid, and many other cities around the world.

How do we want to be perceived? Social media, press releases, word of mouth, online and paper adverts, etc.

Who are our personas? Students, young workers, digital nomads, travellers, and families.

Who is our competition? How do we fit into the landscape? The top 10 competitors in Nestpick's competitiors are Uniplaces, Beroomers, HousingAnywhere, Spotahome, Study Abroad Apartments, Kamernet, Craigslist, HouseMe, Residently, and Till.

How do we differentiate our brand? Conducts studies concerning cities internationally. Aim to provide a more full image of an unknown city compared to other international cities, in the interest of anyone looking to relocate. Offers scholarships aimed to reward students worldwide. Provide mid-to-long-term furnished properties on the platform where rentals can be easily compared.

Brand Competitor Audits Current Core Identity Nestpick

10 What is our current brand personality? Place an X where you want your brand to fall on the spectrum below.

X X

Traditional Exclusive

X X

Corporate Serious Understated Simple City, Urban

Familiar Steady Realistic

Progressive Accessible Friendly Fun, Playful

Bold Complex Natural

Disruptive

Dynamic Idealistic

Brand Competitor Audits Current Visual Identity

What does our current visual identity look like?

How do we feel about our current logo? Unknown.

Simple and neat buildings along with organized

Nestpick

typography.

What does our current visual identity communicate? We help to find room or flat for rent in 200 cities around

Prints, social media, website, and mobile app.

the world.

How does our current visual identity align or misalign with our values? Our logo aligns with our values that are to help people to find apartments without hassle.

What do we NOT like about our current visual identity? Unknown.

How has our visual identity changed over time? We changed the entire branding and logo to make the brand more simple and easy to remember.

Where will our logo be used (print, web, social)?

Why are we creating a new and unique logo? Why now? We do not plan to change the current logo as of now.

Should our new logo be “evolutionary” or “revolutionary”? Unknown.

10 Why type of “character” or “personality” would we like our new logo to have? Unknown.

Brand Competitor Audits Current Visual Identity

11 What type of logo are we more drawn to? 1.Logomark

Nestpick

3. Combination mark

2. Logotype

Brand Competitor Audits Current Verbal Identity Nestpick

What differentiates us?

Provide a more full image of an unknown city compared to other international cities by various studies, in the interest of anyone looking to relocate. Offers scholarships aimed to reward students worldwide.

Provide selections of mid-to-long term furnished apartments for rent on the internet. Offer reliable and updated listings. Provide the most relevant results with local

Provide mid-to-long-term furnished properties on the platform where rentals can be easily compared.

What are our three main selling points/ messaging pillars?

information.

What is our current brand personality? serious, knowledgeable, studious, enthusiast of

What is our current tagline?

helping people.

We provide the largest platform for furnished apartments.

6 3

What is our current value prop? We aim to help people relocate to cities that offer them the best quality of life, and provide relevant studies for students, families, and ex-pats that want to relocate abroad.

What is our current brand voice/tone? Considerate, simple, bold and consistent.

Brand Competitor Audits Current Core Identity Airbnb

Organization name

Airbnb

How has our brand changed over time? Our founders came up with the idea of putting an air mattress in their living room and turning it into a bed and breakfast. Initially, the

website was created that offered short-term living quarters and

What does our business do?

breakfast for those who were unable to book a hotel in the saturated

Airbnb operates an online marketplace for lodging,

market. In March 2009, the name of the company was shortened to

primarily homestays for vacation rentals, and tourism

Airbnb.com, and the site's content had expanded from air beds and

activities worldwide.

apartments, private rooms, and other properties.

What is our Brand Heart? Create a world where anyone can belong anywhere. Treats hosts and guests as members of a community, not commodities. Offers unique, high-quality accommodations and experiences that have created a new way to travel.

shared spaces to a variety of properties including entire homes and

How is our brand currently perceived? Does it align with our Brand Heart?

Who are our personas? The Millenials of students, employees, professionals, senior manager, executives.

Who is our competition? How do we fit into the landscape? HomeToGo, FlipKey, OneFineStay, Vrbo, HouseTrip, Casamundo, Luxury Retreats, and hotels

Yes, Airbnb helps create a world where people can belong anywhere and where people can live in a place, instead of just traveling to it.

How do we differentiate our brand?

How do we want to be perceived?

Provides a seamless experience to a customer through the online platform.

Social media, press releases, word of mouth, online and

Offers average price point similar to discounted hotels but with an

paper adverts, etc.

experience comparable to a medium/premium group of hotels.

Brand Competitor Audits Current Core Identity Airbnb

10 What is our current brand personality? Place an X where you want your brand to fall on the spectrum below.

Traditional Exclusive

Corporate Serious Understated Simple City, Urban Familiar

Progressive Accessible Friendly

X X

Fun, Playful Bold Complex

X X

Steady Realistic

X X

Natural Disruptive

Dynamic Idealistic

Brand Competitor Audits Current Visual Identity

Airbnb

What does our current visual identity look like?

We changed the entire branding and logo to make the

represents place, a heart to symbolize love, and a letter

visual identity closer to our value proposition.

What does our current visual identity communicate? “You see, a house is just a space, but a home is where you

core values.

How does our current visual identity align or misalign with our values? Our logo aligns with our values that are to enable people to belong anywhere in the world.

Where will our logo be used (print, web, social)? Prints, social media, website, and mobile app.

is that for the very first time, you can belong anywhere” by our founder.

How do we feel about our current logo? We agree that the current logo presents our mission and

belong. And what makes this global community so special

How has our visual identity changed over time?

A head that represents people, a location icon that "A" to stand for the company's name.

Why are we creating a new and unique logo? Why now? We do not plan to change the current logo as of now.

Should our new logo be “evolutionary” or “revolutionary”? Unknown.

What do we NOT like about our current visual identity? Unknown.

10 Why type of “character” or “personality” would we like our new logo to have? Unknown.

Brand Competitor Audits Current Visual Identity

11 What type of logo are we more drawn to? 1.Logomark

Airbnb

3. Combination mark

2. Logotype

Brand Competitor Audits Current Verbal Identity

What differentiates us?

Provides a seamless experience to a customer through the online platform, renting, local experiences, etc. Offers average price point similar to discounted hotels but with an experience comparable to a medium/premium group of hotels.

Airbnb

Provides comprehensive information about hosts, and places, guests by the rating system.

What are our three main selling points/ messaging pillars? Improvement of life. Exceeding expectations. Creating a sense of belonging.

What is our current brand personality? Worldly, adventurous, active, social, and diverse.

What is our current tagline? We believe in the world where people belong, anywhere.

What is our current brand voice/tone? Friendly, warm, and inviting.

What is our current value prop? “Airbnb exists to create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive and sustainable.”

Brand Competitor Audits Conclusion

Uniplaces started their business by serving the accommodation needs of students, so they have patterned with a list of universities. Nowadays, in order to compete in the market, they offer more choices of housing in terms of short-term and long-term stays. However, there are few indicators for them to diffianciate the competitors, which would be the main challenge they are facing currently and in the future. From the website to the value perspectives of student.com, we can easily get that their target customers are students who study internationally. Lots of information in terms of academics, life tips, cultural adoption, etc, provided on their website as well. Besides, they sell commodities and cooperate with food delivery company, which make them capable to compete for the market exclusively for international students.

Uhomes+ has similar services provided by student.com, such as blog, information, online chat, the various list of short and long-term stay worldwide. They specially arrange live streams for sharing living abroad tips which could drive better user engagement. However, they specifically target Chinese students who study abroad so most information online is in Chinese, which makes it other foreign users hard to adopt their services.

Study Abroad Apartments is the most less competitive brand among other companies. Hardly see that they update the website and the information. Fewer reviews (e.g. host, guest, and space reviews) make their platform and services not trustworthy. Compare with other brands, Study Abroad Apartments need a long way to improve, otherwise, they will gradually fail in this competitive dense accommodation and vacation-booking market.

Nestpick provides similar services as uniplaces, also targets international students, young workers, and digital nomads. The search engine of Nestpick is similar to Airbnb's which can vary the lists while moving around the location on the map. Although the main page of the website provides lots of information and service lists, it is not concise and would confuse users sometimes. The biggest difference among the competitors is to offer scholarships aimed to reward students worldwide, but the information is not clearly mentioned on the page. Airbnb, the most competitive brand among other companies, has a solid brand foundation and many products and services. It still needs to achieve good integration of various products and services. Their internal focus could be achieving better communication across the different departments in order to strengthen the brand physique.

Brand Competitor WayBack Machine Tool Uniplaces

The Frequency of Search Engine Optimization 2019

The Frequency of Search Engine Optimization 2020

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. It is used to analyze the importance of various competitive brands to website touchpoints and their year-on-year growth.

Brand Competitor WayBack Machine Tool Uniplaces

The Frequency of Search Engine Optimization 2021

2019-2021 year comparison

Site Architecture Scale Chart-2021

Complex graphics: Represents many external links / complete website structure. Simple graphics: Represents insufficient external links / loose website structure.

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. The data in 2021 is presented up to March.

The graphic style can be used to judge how the brands view the importance of the website structure.

Brand Competitor WayBack Machine Tool Student.com

The Frequency of Search Engine Optimization 2019

The Frequency of Search Engine Optimization 2020

Brand Competitor WayBack Machine Tool Student.com

The Frequency of Search Engine Optimization 2021

2018-2020 year comparison

Site Architecture Scale Chart-2021

Complex graphics: Represents many external links / complete website structure. Simple graphics: Represents insufficient external links / loose website structure.

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. The data in 2021 is presented up to March.

The graphic style can be used to judge how the brands view the importance of the website structure.

Brand Competitor WayBack Machine Tool Uhomes+

The Frequency of Search Engine Optimization 2019

The Frequency of Search Engine Optimization 2020

Brand Competitor WayBack Machine Tool Uhomes+

The Frequency of Search Engine Optimization 2021

2018-2020 year comparison

Site Architecture Scale Chart-2021

Complex graphics: Represents many external links / complete website structure. Simple graphics: Represents insufficient external links / loose website structure.

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. The data in 2021 is presented up to March.

The graphic style can be used to judge how the brands view the importance of the website structure.

Brand Competitor WayBack Machine Tool StudyAbroad Apartments

The Frequency of Search Engine Optimization 2019

The Frequency of Search Engine Optimization 2020

Brand Competitor WayBack Machine Tool StudyAbroad Apartments

The Frequency of Search Engine Optimization 2021

2019-2021 year comparison

Site Architecture Scale Chart-2021

Complex graphics: Represents many external links / complete website structure. Simple graphics: Represents insufficient external links / loose website structure.

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. The data in 2021 is presented up to March.

The graphic style can be used to judge how the brands view the importance of the website structure.

Brand Competitor WayBack Machine Tool Nestpick

The Frequency of Search Engine Optimization 2019

The Frequency of Search Engine Optimization 2020

Brand Competitor WayBack Machine Tool Nestpick

The Frequency of Search Engine Optimization 2021

2019-2021 year comparison

Site Architecture Scale Chart-2021

Complex graphics: Represents many external links / complete website structure. Simple graphics: Represents insufficient external links / loose website structure.

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. The data in 2021 is presented up to March.

The graphic style can be used to judge how the brands view the importance of the website structure.

Brand Competitor WayBack Machine Tool Airbnb

The Frequency of Search Engine Optimization 2019

The Frequency of Search Engine Optimization 2020

Brand Competitor WayBack Machine Tool Airbnb

The Frequency of Search Engine Optimization 2021

2019-2021 year comparison

Site Architecture Scale Chart-2021

Complex graphics: Represents many external links / complete website structure. Simple graphics: Represents insufficient external links / loose website structure.

The dot represents the date record of the website optimization, and the size of the dot represents the degree of optimization. The data in 2021 is presented up to March.

The graphic style can be used to judge how the brands view the importance of the website structure.

Brand Competitor SimilarWeb Tool Uniplaces Rank Overview

Global Rank: #75,335 Category Rank: #16

Referral Overview (which sites are sending traffic to Uniplaces.com

3.51% from Referrals

Engagement Overview

Total Visits: 542.24K Visit Duration: 00:04:29 Traffic source (how do visitors enter the page)

65.06% from Search

Traffic Overview

36.01% from Portugal

Brand Competitor SimilarWeb Tool Uniplaces Search Overview

69.3% from Organic Search & 30.7% from Paid Search

Display Advertising (visitors came from their ads online)

0.97% from Display Ads

Visitors' Interests Traffic from Social Networks

1.71% from Social Media

Business And Consumer Services, News And Media, Finance, Law & Government, Computers Electronics & Technology

Brand Competitor SimilarWeb Tool Student.com Rank Overview

Global Rank: #81,270 Category Rank: #94

Referral Overview (which sites are sending traffic to Uniplaces.com

6.89% from Referrals

Engagement Overview

Total Visits: 438.44K Visit Duration: 00:03:30 Traffic source (how do visitors enter the page)

59.77% from Search

Traffic Overview

19.63% from the U.K.

Brand Competitor SimilarWeb Tool Student.com Search Overview

Display Advertising (visitors came from

79% from Organic Search & 21% from Paid Search

their ads online)

No Display Ads

Traffic from Social Networks

0.7% from Social Media

Visitors' Interests

Science & Education, Business & Consumer Services, Computers Electronics & Technology, Science & Education, Computers Electronics & Technology

Brand Competitor SimilarWeb Tool Uhomes+ Rank Overview

Global Rank: #421,230 Category Rank: #194

Referral Overview (which sites are sending traffic to Uniplaces.com

4.2% from Referrals

Engagement Overview

Total Visits: 124.14K Visit Duration: 00:00:04 Traffic source (how do visitors enter the page)

86.59% from Search

Traffic Overview

40.24% from China

Brand Competitor SimilarWeb Tool Uhomes+ Search Overview

Display Advertising (visitors came from

100% from Organic Search

their ads online)

No Display Ads

Traffic from Social Networks

No Data

Visitors' Interests

News And Media, Computers Electronics & Technology, Computers Electronics & Technology, Arts & Entertainment, Computers Electronics & Technology

Brand Competitor SimilarWeb Tool StudyAbroad Apartments Rank Overview

Referral Overview (which sites are sending traffic to Uniplaces.com

Engagement Overview

Traffic Overview

Traffic source (how do visitors enter the page)

The site traffic is to low to generate sufficient data

Brand Competitor SimilarWeb Tool StudyAbroad Apartments Search Overview

Display Advertising (visitors came from their ads online)

Traffic from Social

Visitors' Interests

Networks

The site traffic is to low to generate sufficient data

Brand Competitor SimilarWeb Tool Nestpick Rank Overview

Global Rank: #64,782 Category Rank: #17,07

Referral Overview (which sites are sending traffic to Uniplaces.com

12.71% from Referrals

Engagement Overview

Total Visits: 697.69K Visit Duration: 00:03:14 Traffic source (how do visitors enter the page)

75.16% from Search

Traffic Overview

21.7% from the U.S.

Brand Competitor SimilarWeb Tool Nestpick Search Overview

Display Advertising (visitors came from

75.16% from Organic Search & 13.51% from Paid Search

their ads online)

No Display Ads

Traffic from Social Networks

0.61% from Social Media

Visitors' Interests

Business & Consumer Services , News & Media, Computers Electronics & Technology, Travel & Tourism, Travel & Tourism

Brand Competitor SimilarWeb Tool Airbnb Rank Overview

Global Rank: #173 Category Rank: #1

Referral Overview (which sites are sending traffic to Uniplaces.com

1.64% from Referrals

Engagement Overview

Total Visits: 74.1M Visit Duration: 00:08:57 Traffic source (how do visitors enter the page)

75.16% from Search

Traffic Overview

81.81% from the U.S.

Brand Competitor SimilarWeb Tool Airbnb Search Overview

Display Advertising (visitors came from

82.38% from Organic Search & 17.62% from Paid Search

their ads online)

0.2% from Display Ads

Traffic from Social Networks

2.38% from Social Media

Visitors' Interests

Travel & Tourism, News & Media, Business & Consumer Services

Brand Competitor UberSuggest Tool Uniplaces

SEO Keyword Performance

Good Organic Traffic Performance

Good Organic Keywords

Organic Monthly Keywords

Domin Authority

85,284

105,761

Brand Competitor UberSuggest Tool Student.com

SEO Keyword Performance

Good Organic Traffic Performance

Good Organic Keywords

Organic Monthly Keywords

Domin Authority

200,451

161,655

Brand Competitor UberSuggest Tool Uhomes+

SEO Keyword Performance

Fair Organic Traffic Performance

Poor Organic Keywords

Organic Monthly Keywords

Domin Authority

34,306

4,269

Brand Competitor UberSuggest Tool StudyAbroad Apartments

SEO Keyword Performance

Poor Organic Traffic Performance

Poor Organic Keywords

Organic Monthly Keywords

Domin Authority

1,878

Brand Competitor UberSuggest Tool Nestpick

SEO Keyword Performance

Good Organic Traffic Performance

Good Organic Keywords

Organic Monthly Keywords

Domin Authority

221,516

513,665

Brand Competitor UberSuggest Tool Nestpick

SEO Keyword Performance

Excellent Organic Traffic Performance

Excellent Organic Keywords

Organic Monthly Keywords

Domin Authority

10,567,713

24,749,376

Brand Competitor BuiltWith Tool Uniplaces

Cost Input

High internationalization

Traffic Ranking

Technology Spend

#521,191

$10000+/ month

Social Links

Italy, Austria, Switzerland, Czech Republic, India, Taiwan, Germany, Netherlands, France, etc.

Brand Competitor BuiltWith Tool Student.com

Cost Input

N/A Traffic Ranking

N/A Social Links

N/A

Technology Spend

N/A

internationalization

Italy, Austria, Switzerland, UK, Malaysia, Germany, Japan, France, etc.

Brand Competitor BuiltWith Tool Uhomes+

Cost Input

Very Low internationalization

N/A

Traffic Ranking

Technology Spend

#5,727,592

N/A

Social Links

Brand Competitor BuiltWith Tool StudyAbroad Apartments

Cost Input

Middle internationalization

N/A

Traffic Ranking

Technology Spend

#11,324,451 $1000+/ month Social Links

Brand Competitor BuiltWith Tool Nestpick

Cost Input

Middle internationalization

Traffic Ranking

Technology Spend

#39,375

$2000+/ month

Social Links

Italy, Austria, Switzerland, the U.K., Sweden, China, Germany, Netherlands, France, etc.

Brand Competitor BuiltWith Tool Airbnb

Cost Input

High internationalization

Traffic Ranking

Technology Spend

#721

$10000+/ month

Social Links

Italy, Austria, Switzerland, the U.K., Sweden, China, Germany, Netherlands, France, American Samoa, Latvia Gambia, Hong Kong, Armenia, India, etc.

Brand Competitor Buzzsumo Tool Uniplaces Avg. Monthly

Article Posted

Last Year

390

Cost Per Click

$0.73

Articles

12 Total Engagement

138

Engagement & Published Content Volume Comparison

Avg. Engagement

Brand Competitor Buzzsumo Tool Uniplaces

Average Engagement by Network

Average Engagement by Content Types

Facebook

All Content

Brand Competitor Buzzsumo Tool Uniplaces

Average Engagement by Content Length

Best Day to Publish Content

0-1,000

Friday

Brand Competitor Buzzsumo Tool Uniplaces

Top Reaction from Facebook

LOVE

Top Social Network

Facebook, 26 engagement

Brand Competitor Buzzsumo Tool Student.com Avg. Monthly

Article Posted

Last Year

80.3K

N/A

Cost Per Click

N/A

Articles

40 Total Engagement

318

Engagement & Published Content Volume Comparison

Avg. Engagement

Brand Competitor Buzzsumo Tool Student.com

Average Engagement by Network

Average Engagement by Content Types

Facebook

All Content

Brand Competitor Buzzsumo Tool Student.com

Average Engagement by Content Length

Best Day to Publish Content

0-1,000

Saturday

Brand Competitor Buzzsumo Tool Student.com

Top Reaction from Facebook

N/A

Top Social Network

Facebook, 301 engagement

Brand Competitor Buzzsumo Tool Uhomes+ Avg. Monthly

Article Posted

Last Year

170

Cost Per Click

Articles

N/A Total Engagement

Engagement & Published Content Volume Comparison

N/A

Avg. Engagement

N/A

Brand Competitor Buzzsumo Tool Uhomes+

Average Engagement by Network

Average Engagement by Content Types

N/A

Brand Competitor Buzzsumo Tool Uhomes+

Average Engagement by Content Length

Best Day to Publish Content

N/A

Brand Competitor Buzzsumo Tool Uhomes+

Top Reaction from Facebook

N/A

Top Social Network

N/A

Brand Competitor Buzzsumo Tool StudyAbroad Apartments Avg. Monthly

Article Posted

Last Year

210

Cost Per Click

$4.12

Articles

7 Total Engagement

Engagement & Published Content Volume Comparison

Avg. Engagement

Brand Competitor Buzzsumo Tool StudyAbroad Apartments

Average Engagement by Network

Average Engagement by Content Types

N/A

Brand Competitor Buzzsumo Tool StudyAbroad Apartments

Average Engagement by Content Length

Best Day to Publish Content

N/A

Saturday

Brand Competitor Buzzsumo Tool StudyAbroad Apartments

Top Reaction from Facebook

N/A

Top Social Network

Facebook, 3 engagement

Brand Competitor Buzzsumo Tool Nestpick Avg. Monthly

Article Posted

Last Year

480

Cost Per Click

$0.29

Articles

33 Total Engagement

137

Engagement & Published Content Volume Comparison

Avg. Engagement

Brand Competitor Buzzsumo Tool Nestpick

Average Engagement by Network

Average Engagement by Content Types

Facebook

All Content

Brand Competitor Buzzsumo Tool Nestpick

Average Engagement by Content Length

Best Day to Publish Content

0-1,000

Thursday

Brand Competitor Buzzsumo Tool Nestpick

Top Reaction from Facebook

Love

Top Social Network

Facebook, 132 engagement

Brand Competitor Buzzsumo Tool Airbnb Avg. Monthly

Article Posted

Last Year

9.1M

7.6K

Cost Per Click

$0.34

Articles

1,080 Total Engagement

91,909

Engagement & Published Content Volume Comparison

Avg. Engagement

Brand Competitor Buzzsumo Tool Airbnb

Average Engagement by Network

Average Engagement by Content Types

Facebook

All Content

Brand Competitor Buzzsumo Tool Airbnb

Average Engagement by Content Length

Best Day to Publish Content

1,000-2,000

Wednesday

Brand Competitor Buzzsumo Tool Airbnb

Top Reaction from Facebook

Love

Top Social Network

Facebook, 100.9K engagement

Brand Competitor POP

A simple platform where people could find easier to book accommodations.

Equip a wide variety of housing choices among 30+ cities around the world.

Good brand reputation.

Various platforms include apps and websites.

Basic services provided by the brands (e.g. consulting and requesting demo).

Reasonable price ranges.

Online interactive platforms (e.g.web pages, contact windows, etc).

Basic product experience provided by the brands.

Brand Competitor POD Uniplaces

Concise platform with easy buying process

Thorough services

Reasonable prices

Brand Competitor POD Student.com

Life-essentials can be purchased on the website

24-hour live chat available

Price Match Promise

Brand Competitor POD Student.com

Exclusively for Chinese students worldwide

Customized services available

Various types of information on the website

Brand Competitor POD StudyAbroadApartments

Provide local representatives in listed cities

Fewer choices, easier to make decision

Reliable services

Brand Competitor POD Nestpick

Provide information by numerous studies among cities worldwide

Offer student schalorships

Accommodations across 7+ continents

Brand Competitor POD Airbnb

Premium experience with reasonable prices

Rating system

Local experience (activities) available

Brand Competitor Competitive Landscape Brand Impression

Professional

Conservative

Trendy

Trustworthy

Brand Competitor Competitive Landscape The Distance Between the Brand and the Public

Service-oriented

Distant

Experience-oriented

Brand Competitor Competitive Landscape Market Penetration

Leader

Niche

Diverse

Emerge

Brand Competitor Competitive Landscape Market Exposure and Brand Reputation

High Cost-Input

Low Reputation

High Reputation

Low Cost-Input

Competitor Analysis Conclusion

Summary & Future Direction

After a series of competitor brand analysis, we can see that they have provided similar yet competitive advantages to stay in the market. Among the current market, it is hardly seen there is any service created by emphasizing the immersive experience. It could be the reason that competes for the pricing and occupies more cities around the world to hold the market shares. Thus, the immersive experience could be the competitive differentiation to enter this rental market. Additionally, while every company is competing for the prices and the listings, the ecosystem establishment could be the focus for the business development in the longer term.

Brand Strategy, POP & POD

POP

Easier renting process with affordable pricing to provide a seamless and favorable experience from online to local.

POD

Nestie Ecosystem. Starting from a one-stop service platform providing the apartment rental-related services, and develop other brands from Nestie providing other life-essential services afterward, to build omnichannel.

Exclusiveness for International Students. Provide services exclusively for international students, better understand their needs, minimize the issues and difficulties, to establish a good reputation among the school communities.

Mixed Reality and AI Assistant Equipped Platform. Help to immerse into a new and unfamiliar environment before moving, to address the uncertainty feelings, and to have an enjoyable foreign study/exchange experience.

STP Strategy

Segment

Target

Behavioral

Geographic

Like to travel.

Worldwide

Like to check information online before making purchases. Price is the first to consider. Follow the trend to make purchases. Purchase by personal experience.

Demographic Gen X Millennials Gen Z Psychographic

Prefer premium travel experience Like to have a more local than a delicate travel experience Mostly travel for work Like to stay in a hotel Like to stay in a shared space Do not have any brand preference Switch brands according to their performance Loyal to a certain brand

People who are opinion leaders. People who are good at online socializing. Maverick people. People who like bold challenges. People who have a free spirit. People who value "user experience" more.

Behavioral

Geographic

Like to step from comfort zone. Like to check information online before making purchases. Price usually is the first to consider. Like to collect and share things. Creative mindset, creative content creator (e.g. videos, online articles, photos in virtual platforms, etc.). Prefer to stay in a shared space to save money.

People who are going to move to the U.S. Demographic Age between 15-25, financially independent or having financial support from family, within at least 15k to 30k annually. Psychographic

Cohort Group

People who are opinion leaders People who are good at online socializing Maverick people People who like bold challenges People who have a free spirit

Millennials

People who value "user

Gen Z

experience" more

Loyal to a certain brands.

STP Strategy

Position

POP

Easier renting process with affordable pricing to provide a seamless and favorable experience from online to local.

POD

User Research Facebook Audience Insight Tool America

According to the user definition of STP and the classification of specific interests, characteristics to conduct American audience analysis on Facebook.

User Research Facebook Audience Insight Tool America

According to the user definition of STP and the classification of specific interests, characteristics to conduct American audience analysis on Facebook.

User Research Facebook Audience Insight Tool America

According to the user definition of STP and the classification of specific interests, characteristics to conduct American audience analysis on Facebook.

User Research Facebook Audience Insight Tool Worldwide

According to the user definition of STP and the classification of specific interests, characteristics to conduct worldwide audience analysis on Facebook.

User Research Facebook Audience Insight Tool Worldwide

According to the user definition of STP and the classification of specific interests, characteristics to conduct worldwide audience analysis on Facebook.

User Research Facebook Audience Insight Tool Worldwide

According to the user definition of STP and the classification of specific interests, characteristics to conduct worldwide audience analysis on Facebook.

User Research Facebook Audience Insight Tool Conclusion

Through the insight and analysis of Facebook users across the United States and the world, the audience in each market is defined. The ratio of male to female audiences in the U.S. and global markets, the proportion of cities in which they live, and the proportion of occupational distribution in the market. These covered items can be followed to define the lifestyles that the brand's products mainly cut into. And from the analysis of device users and activity records, which can help target a wider group of devices first, and then expand to the minority device groups. The analysis also helps to explore the strategies of cross-industry cooperation, influencer marketing, etc. Through the proportion of items that each group likes on the fan page. The focus of brand communication can also be cut from the fan page category that the audience prefers. All in all, the overall layout is based in the United States and even spans the global market. Consider the brand strategy for users based on the set of ethnic groups for each market.

User Research Answer the Public Tool Why, Who, Where, When, What, How, Can, Are, Which, Will

Analyze the needs or pain points of "Apartment Rental" by the user's keywords on the search engine

User Research Answer the Public Tool Without, To, Can, Near, For, Is

Analyze the needs or pain points of "Apartment Rental" by the user's keywords on the search engine

User Research Answer the Public Tool Or, Vs, And, Versus

Analyze the needs or pain points of "Apartment Rental" by the user's keywords on the search engine

User Research Answer the Public Tool Conclusion

Through user keyword analysis on the main development direction of the brand "Apartment Rental", users' frequent needs and pain points in "Apartment Rental" can be obtained from various aspects. With these data, it can be used as a reference for the brand in subsequent content communication or product context. You can also find out the characteristics of brand products from these keywords.

User Research Value Proposition

Gain Creators Gains

An immersive VR trip that helps

housing, moving and relocating

To rent a suitable place to

you experience the new

on the platform, more interactive

stay, to have fewer worries

UX/UI design for a highly

before moving to a new

responsive online assistant,

country, familiar with the

gamification features with

environment in the local

rewards to interest users.

community.

Products & Services

environment from the place you live (that even includes climatic conditions and the city that you want to relocate to). VR house tour. Able to pair with a local guide. Gamification features with rewards. The price-match promise guarantees the best offers. Concise platform with an easy

Pain Reliever Affordable prices for relocating

buying process.

services, more up-to-date

Customizable services.

information in terms of housing,

Provide various information in

relocation that can be accessed

terms of abroad relocation. Promotion / local stores discounts.

easily and effectively online, friendly and comfortable online assistant.

Pains Hard to make a decision on an apartment renting, unclear information about local communities, and leasing process, etc.

Make comparison for rental apartments and have more image of the environment to make purchase of renting. The given/earned app credits can be exchanged into discounts at local stores, cash, etc.

Customer Jobs

Customized services in terms of

24-hour live assistant available.

User Research Personas

Target Behavioral

Geographic

People who are going to move to the U.S. Demographic Age between 15-25, financially independent or having financial support from family, within at least 15k to 30k annually. Psychographic

Cohort Group

People who are opinion leaders People who are good at online socializing Maverick people People who like bold challenges People who have a free spirit

Millennials

People who value "user

Gen Z

experience" more

Loyal to a certain brands.

Based on the Target of the STP setting to draw the personas.

Jenn

Alec

Cédric

Image Source: www.pexel.com

Jenn Lee

Brands

A recent-graduated high school student who is going to study her college degree in America.

More about Jenn

Profile

Jenn Lee just graduated from her high school recently,

Age: 19.

and she is currently preparing her stuff and move to

Nationality: Korea.

America to start the new chapter of her life. She is a

Status: Recent high-school-graduated student.

studious person and has big ambitious, she wishes to

Going to studies abroad in America.

experience the world by studying in a multicultural

Financially supported by her family.

country. She like to read and write. She has 1,000

Doesn't want to spend too much of money from

followers on her blog. Although she is a homey person,

her parents.

she usually sort things herself by searching the

Prefer to sort things herself.

information online, less relies on the assistances from

Studious, independent, hard-working person.

"I feel so lucky that I finally achieve my dream to study abroad even though I'm afraid that I couldn't live without parents. I like reading and content creating, I always read and share my thoughts online because I think it's a good way to record personal growth. And I'm quite happy that I have almost 1K follower on Never Blog..."

others. She is more of an introvert but she is good at

Concerns about living in a new environment. Safe and comfortable area to live. Convenience/ Transportation Life expenses Local information

Low Stress

High Stress

digital socializing.

Frustrations Has no idea to start house searching as too many information and listing online, hard to make a decision on an apartment renting, unclear information about local communities, and leasing process, etc.

Goals Having memorable American school life, record her study abroad experience by digital journal, etc.

User Research Empathy Map Jenn Lee

Who are we emphasizing with? Jenn, a 19-year old girl who recently graduated from her high school, and is going to pursue her bachelor degree in America. Because she never visited America before, she starts searching for an apartment from scratch, but hard to decide which apartment and the community suit her the best.

What do they hear? I heard some communities have a more pricey apartment which is not worth the money, I also heard some communities are not safe to live in, etc.

What do they do?

Goal

What do they need to do? Although various apartment listings can be easily found online, it is still hard for her to imagine the surrounding looks like, and whether the place is safe to rent, also the rental processes if it can be easily complete.

What do they think and feel?

Pain

Gain

Hard to make a decision on an apartment renting, unclear information about local communities, and leasing process, etc.

To rent a suitable place to stay, to have fewer worries before moving to a new country, familiar with the environment in the local community. Also to have a platform to record and share her abroad experience for herself and the Nestie community.

Every day I'm searching for an agency to contact for asking the housing, and its process, also some suggestions to help me decide which apartment suits me the best.

Tremendous information and apartment listings online, some of them are outdated, also hard to filter all the information.

What do they see?

What do they say? How do I need to do to process the rental lease? Who I can contact to ask about the leasing information? What is the difference between this community and that community? So hard to make the decision...and maybe I should do more online information searching...

Image Source: www.pexel.com

"I like to try new things, nothing can stop me doing the things I passionate about! I really appreciate my parents are so open-minded rarely restrict me. I make youtube videos for recording the abundant life I have, I also like to share my professions as a computer scientist on medium. I like to make friends through sharing!"

Elliot Choy

Brands

A computer science major student pursuing his master's degree in America.

Profile

More about Elliot

Age: 27.

Elliot Choy is a Singaporean who just finished his

Status: Single.

first year of master's degree in computer science. He

Nationality: Singapore.

is a content creator, he makes youtube videos for

Just finished the first year of his master's degree, is

recording daily life and write articles for his computer

going to have one more year to complete his study.

science professions. He gets busier and he wants to

More used to the abroad life in America.

have spaces separating working and living so he

Financially supported by his family with less restrictions.

needs to find a new apartment and say goodbye to

Content creator, mostly videos and online articles.

his roommates. Luckily, he doesn't need to worried

Extrovert personality, loves to make friends.

about budget as he has financial support from parents also some earnings from youtube.

Concerns about moving & housing searching

Budget for housing Local information sharing Life expenses Safe & comfortable place to live

Less

High

concern

Frustrations Want to truly immerse into this abroad environment and experience new things in order to share via his online community. Comfortable place to live and can be separated from working and living.

Goals Having memorable exchange student life without any regrets, record his exchange experience by digital journals and videos, etc.

User Research Empathy Map Elliot Choy

Who are we emphasizing with? Elliot, a 27 year-old master's student major in computer science. He just finished his first year of the degree and decided to move to a new apartment for his second year. The reason is that he wants a private space separating his living and working.

What do they hear? I hear some apartment recommendations from my schoolmates, also from the youtuber in this city. It's better for me to compare each before deciding.

What do they do?

Goal

What do they need to do? He wants to find a private space to live without roommates. Although he already stays in America for a year, he still need to do some research to suit his requirements.

What do they think and feel?

Pain

Gain

Want to truly immerse into this abroad environment and experience new things in order to share via his online community. Eager to find a comfortable place to live and can be separated from working and living.

Having memorable exchange student life without any regrets, record his exchange experience by digital journals and videos. Have various things to share and gain followers during the abroad life.

I try to record the process of moving from house searching, contacting, signing lease, to moving to a new apartment because my online audience would interested to know. These videos can also be a helpful information for people who want to move.

Apartment listings online, information sharing, the recommendations about moving companies, moving vlogs on youtube, etc.

What do they see?

What do they say? Luckily I do not need to worry about the price as I have some earnings also the financial support from my parents, but I really want to find an ideal place to stay as I will really spend a lot of time editing videos, writing online articles at home...

Image Source: www.pexel.com

Cédric Doumbé

Brands

A Cameroonian-Belgian student who just finished his college housing lease and need to find nearby apartment for the following years.

Profile

"It's to say life is not easy in here you know, as I'm already 25, I have to rely on myself, parents are far from here, I need to do things that can have small earnings. Oh like cryptocurrency! I recently started a small investment there, because I need to save some money for apartment deposit..."

More about Cédric

Age: 25.

Cédric Doumbé just finished his sophomore year in

Status: Single.

America but his is 25 already. It's because he worked

Nationality: Belgium

for some years after high school as his family had

Partially financially supported by his family, mostly rely on

financial issues that time. He is a smart person also

himself. With tight budget and try to do small investments

had an American dream. After saving some money for

via cryptocurrency.

himself and got the full tuition waive, he moved in this

Gradually used to the abroad life as he has been studying

new country. Although he doesn't need to worry about

for two years already.

tuitions, he still needs to look after the life expenses.

Introvert, not good at socializing, lurker of discussion

He like to search different ways for saving money and

websites, social media platforms, etc.

doing small investments by different discussion webs.

Concerns about moving & housing searching Safe and comfortable area to live. Convenience/ Transportation Life expenses Local information

Low Stress

High Stress

He also make money via game streaming sometimes.

Frustrations Limited budgets, hard to show financial credit to rent an apartment, wants to find someone with similar budget to share an apartment, etc.

Goals To have a comfortable but affordable place to live, effectively find roommates to share an apartment, have unforgettable abroad experience in the U.S.

User Research Empathy Map Cédric Doumbé

Who are we emphasizing with? Cédric, a 25 year-old guy who just finished his sophomore year recently. As his roommates are no longer live in this apartment, so he needs to find a new place to live. Because He has a tight budget, he needs to finds someone to share an apartment. Mostly he contact people via internet as he is an introvert and prefers this way.

What do they hear? I hear some apartment recommendations from my schoolmates, also from the people on my online communities. I really need to carefully compare which one suits me the best.

What do they do?

Goal

What do they need to do? Although various apartment listings can be easily found online, it is hard for him to find people to share an apartment because everyone has their own concerns and budgets. He wants to find the people he can comfortable live with.

What do they think and feel?

Pain

Gain

Limited budgets, hard to show financial credit to rent an apartment, wants to find someone with similar budget to share an apartment, etc.

To have a comfortable but affordable place to live. to have a platform where he can effectively find roommates to share an apartment. To have unforgettable abroad experience in the U.S.

Every day I make posts on different social media, online group and discussion website trying to find someone who can become my roommate. I also need to search apartments if there is any new vacancies nearby my school.

Tremendous information and apartment listings online, some of them are outdated, also hard to filter all the information. Potential people to become roommates and share an apartment.

What do they see?

What do they say? Hmm... those are crazily expensive, out of my budget for sure. Lemme see if I can find the people like me having similar budgets for housing...I hope I can sort this thing out soon...

User Research Conclusion

In the entire user research and analysis, through the Facebook audience analysis tools, understand the attributes and categories of the audience in each market segment, as well as the user's preferences, etc. From the US market to the global market penetration, regional analysis is carried out for STP audiences. To find the space where the brand can operate in each market. Through user keyword analysis, we can learn about the "Apartment Rental" that the brand first communicates, what are the needs and pain points of the public, which can be used as a reference for future brand products and services. Finally, the user’s empathy map is conducted on the brand side, and it is assumed that the user’s needs and pain points for the existing situation are related to the relationship between the apartment rental and the brand. The personas, Alec and Jenn, who may serve as the target of the brand in the two scenarios, respectively showing the several characteristics of the brand audience.

Market Opportunity Analysis Market Size Estimation (TAM, SAM, SOM)

TAM

The report suggests that there are around 8.6 million students need rental housing near campus. (NMHC, 2020) If they all choose to use our services, then we would have 100% market share. If every single above mentioned students choose our service once a year within $100 service commission fee, then the TAM would be $860 million.

SAM

Among these number of students, only 22% of university students in the US live in oncampus dormitories. 55% of US university students live in other types of rental housing, while the remaining 23% live in purpose-built, off-campus housing. (National Real Estate Investor, 2018). So I assumed that out of 8.6million students, 78% (including living rental housing and purposed-built housing) is the biggest amount for the SAM, so the number would be 6.708 million, and to be multiplied by $100 yearly service commission fee, the SAM would be $670.8 million.

SOM

A report shows that about 1.1 million international students were enrolled in U.S. institutions in school year 2019-20 (usnews.com). Considering just over 5% of app users currently spend money on in-app purchases, and nearly 20% percent of students lived on campus, reports suggested, the SOM can be calculated as 1.1 million * 5% * 80% which resulted in $4.4 million.

Market Opportunity Analysis Market Obstacles

The density of the Rental & travel industry can be considered as a medium to high, also the intensity of similar services in the industry. We can already expect that the existing players like Airbnb, Student.com, and other competitors mentioned earlier, hotels, other networking apps, on-campus housing, local accommodation services, international student agencies, and international education companies, also other international education agencies have built up a large base of experience over the years to cut costs and increase service levels. Moreover, new entrants like us need licenses, insurances, distribution channels, and other qualifications that should be equipped to enter the market. Free and widely accessible information about relocating and moving abroad online, people might can easily deal with all these things themselves. Other obstacles include limited budgets, and few investors due to the pandemic, international travel restrictions.

Value, Solutions & Features

Channel Interactions between each channel and customers

Keep upgrading new functions and services for housing, the gamification features and rewards. Open more cities around the world. Also fixing issues emerging on the platform.

Nastie

Delivering the up-to-date information, providing tons of ways to reach out to Nestie.

Channels Keep close business relationship, if future business extension needed. Provide customer insight and other analytic data.

Customer Customer loyalty, automatic repurchase, social recommendation, confidence, reliance, etc.

Customer Relationship & User Management Although Nestie and our end users keep an online interactional relationship, we still do our best to draw closer relationship to our customer.

Analytics access made real-time.

Teamwork, collaboration, a whole lot of retention, and fun. By providing various services for housing and relocation, the gamification features which allow users to share their traveling journal and virtual cities building, also the local assistances. Nestie improves team dynamics and helps new users could truly enjoy using this platform as their local guide, also immerse themselves in a new environment. That knowledge and information help enable users to be more comfortable and resourceful. It’s an enjoyable combination of the influencer and the structure of an onboarding type of online community.

Data matters, but applying the data is where the real difference is made. Analyze users' content’s effectiveness and measure the right metrics needed for them to succeed in adopting a new environment. Our online customer services is available 24/7.

Nugget notifications. With timed notifications, Nestie is keeping our users excited, engaged, happy, and informed.

Marketing Plan (Pre-Launch & Launch) Marketing Objectives

What

Who

Where

This is the marketing plan for pre-launch and launch the app, Nestie. The main purpose is to reach the targeted audience to get knowing our products, services and purchase channels by digital marketing and physical events.

Why

Millennials and Gen Z who are going to or planning to study abroad (in America). Digital: Instagram, Facebook ADs, Youtube ADs, online press release, Nestie official web page and app, Email, and App Store page. Physical: Rental apartments in the cities of New York City, Boston, Chicago, Washington, Los Angeles, for immersive VR trips.

Get to know the brand, understanding our products and services and to be connected with the goal of "Truly Immerse into a New Environment Without Worries!" Access to the free trail, including discounted apartments, free live assistant, app credits, to experience the products (physical and virtual), renting process, and then become a member not just to address the worries before relocating but also to have a different and creative way to record abroad life!

When

May 15 to August 27 2021.

Marketing Plan (Pre-Launch & Launch) Marketing Objectives

Effect

Nestie website traffic to reach 100K. 50% of potential users get to know Nestie products, services, subscription plans, etc. Increase 10% memberships. Increase 30% Instagram followers. Gain the first 100 purchases (e.g. housing booking, VR trips, and local pairings) on the app.

Budget

N/A

Marketing Plan (Pre-Launch & Launch) Marketing Objectives Online Promotion Mockups

Nestie Revenue Model Stakeholders' Map and Interactions

For the primary user: International students

$50 to $100 onetime service charge (depending case by case). 50% of service charge for cancellation. Apartment with best price promise. (Offer given if purchase minimum 12-month apartment) 24/7 live assistance. VR room tour available. Pair with a local guide (if necessary). Nestie city blocks to record abroad journey. Rewards and Nestie app credits for discount and virtual city features.

For the secondary user: Host, and local landlord

10% to 15% commission charge (depending on the locations). Convient listing system. Stable customer flow. Able to serve abroad customers, or hardly reachable customers.

For the tertiary user: Local business Periodic discount agreement to exchange free online promotion space. Convient listing system. Stable customer flow. Free online advertisement space.