Context

We currently sell 15-20 trips per month without proactive marketing or spend (beyond some PR, a fortnightly newsletter and a bit of social/blogs). Your immediate challenge in this role is to grow that to 45-50 trips per month (average GBV per trip is £1.3k). Our assets include:

• An email list of over 2,000 engaged readers, plus around 3,000 sunset contacts who opted in to email marketing at one point

• A membership of hundreds of people who’ve taken slow travel pledges and often shared photos of themselves to go along with their pledge

• A good understanding of our customers, having WhatsApped many of them throughout their holidays

• A product that sells, but a somewhat leaky funnel (4,000 people per month hit the site (48% bounce rate))

• A net promoter score of 76 (n=34)

• 100% five star reviews (n=39)

• Loads of great press (Guardian, Independent, Times, Telegraph etc)

  Task

Please prepare a 15-20 minute presentation detailing your plan for growing Byway bookings to 50 per month, in each of two scenarios:

1. Without spending any money at all
2. With a budget of £2k per month

Some things we’d love to hear about:

• Objectives/OKRs and KPIs
• Funnel and customer journey
• Audience segmentation, proposition and messaging
• A mockup or two would be great
• Tracking and tooling
• Acquisition, channel mix and prioritisation