Plan-it Marketing

Challenge: Before Priceline became synonymous with travel, the start-up needed to assess the overall viability of its future interactive travel service that established an entirely new category on the Internet and in travel.

Objective: Plan-it worked with Priceline at the ground-level stage to help confirm the viability of the concept and determine the critical combination of features that should define the service, and that would generate the greatest volume potential for the brand.

Method: A two-phase study of exploratory work to assess interest in the concept and its features and a quantitative phase that utilized advanced statistical techniques to confirm the optimal service configuration.

Results: Priceline.com was launched nationally in April 1998. Within the first two weeks, Priceline’s site received over 10 million hits and four months after it was launched, Priceline was the second most recognized e-commerce brand in the country behind Amazon.com. Today, Priceline provides online travel services in 21 languages in over 60 countries in Europe, North America, Asia, the Middle East and Africa.

“Plan-it assisted in the early stage planning and

development of a joint venture with American

Express that grew faster with higher retention and

usage rates than any new business that the

company had ever launched."

Jord Poster | Co-Founder | Priceline.com

Managing Partner | Genesis Capital Ventures