byB R E N N A , C I N D Y , J O H N ,

K E L L Y , & Y I W E N

THEGOOGLEPROBLEM

The Google Problem

HOW CAN YELPATTRACT MORE

USERS?

Heading out?Bring Yelp withyou.The free Yelp mobile app is thefastest and easiest way to searchfor businesses near you.

Solution

C. Question Answer

ReliabilityEnhancement

UsabilityDevelopment

InternationalExpansion

Strategy

ReliabilityYE LP ' S CURRENT

RAT ING SY ST EM

Reliability -Yelp’s Current Rating System

Reliability - Rotten Tomato Rating System

CAR

NAVIGATION

SYSTEM

VIDEO

FEATURE

---

Video Feature

Countries

with

Yelp

IndiaCONNECT. ENJOY. SHARE.

Tourism

by

Nationality

TOURISM

GROWTH

RATE

MOBILE

GET CONNECTED

MOBILE

PHONE

GROWTH

IndiaExpansion

F I V E D I A M O N D F R A M E W O R K

Arena Vehicle Differentiator

Major cities of India Enter the market fromscratch with it’s largeamount of capital.

Targeting tourists inIndia and focus on newand diverse businesses

UsabilityDevelopment

F I V E D I A M O N D F R A M E W O R K

Arena Differentiator Economic Logic

Fit with SMD platforms Few online informationproviders have thevideo feature and link toGPS

Increase usability ofYelp’s review servicesto users: more trafficand profitability

Vehicle

Adding the videofeature Yelp’s App in the built-in navigation system ofcars

THE SEVEN SFRAMEWORKSTRATEGYAdapt to the Indian marketAttaining smaller businesses (street vendors and farmer’smarkets) on Indian Yelp appAttract tourists in IndiaBalanced commitment on protecting both customers andbusinesses with reliable reviews

STAFFHire new employees in IndiaIndia’s IT industry currently has over 3.5 million workers

SKILLSTechnological capabilities in website development to modifydesigns of Yelp’s desktop and mobile interfacesIndian employees with great R&D knowledge

THE SEVEN SFRAMEWORKSYSTEMYelp’s current sophisticated algorithm filters out about 25% ofthe reviews submitted to YelpRestaurant search: Most frequently used review site vs.OpenTable and ZagatLocal directories: Most influential, trustworthy, highest quality vs.TripAdvisor and Angie’s ListMobile: more actions and deeper user engagementTips, Reservations, Photos, Check-in, Maps, Call (Phone), andDealsContinuous development of mobile app to address threat ofGoogle+ LocalTurn use of Yelp to part of daily routines of customersChange in rating system: Elite Yelpers and non-Elite Yelpers

SHARED VALUEReal people, real reviews

Exhibit 1 - Key Financials

Exhibit 2 - Question Tree

Exhibit 3 - Market Segmentation

Exhibit 4 - CAGE Framework

Exhibit 5 - Business Model Canvas

Exhibit 6 - VRIN Competencies

Exhibit 7 - Rotten Tomatoes

Exhibit 8 - Strategy Diamond

Exhibit 9 - Expense Allocation