TTG Asia Media revitalizes B2B travel publishing businesss
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OPPORTUNITY |
Faced with declining revenue, the TTG Asia leadership was embarking on a multi-prong strategy to revitalize their travel trade (B2B) publishing business. Initial research had identified that their current business model was under a pincer attack from two trends: 1) their advertisers are increasingly transacting directly with consumers and 2) their readers are shifting away from print to digital media for their consumption of content. Solving only the second problem, by digitizing and mobilizing their content, would only slow down the revenue decline. In short, a new product that capitalizes on their existing asset was required.
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SOLUTION |
Over a 20-week period, Alchemic Solution’s expertise in business strategy and product ideation was used to create an actionable strategy, business plan and product plan for TTG Asia Media’s new mobile app. In formulating the business plan and designing the product, Alchemic Solutions had performed an in-depth and encompassing market study through interviews and surveys of their ecosystem’s constituents: advertisers, readers and future consumer users. Alchemic Solutions also secured the commitment of the TTG Asia Media leadership and staff to the new product through a series of collaborative design workshops and interviews.
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RESULTS |
By working side by side with TTG Asia Media’s executives, Alchemic Solutions developed a detailed product strategy and two-year execution roadmap. This document comprehensively addressed the company’s growth challenges and also put forward detailed solutions. The TTG Asia Media team is now ready to execute plans and implement various initiatives to expand their product offering and grow their revenue.
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