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MINI-CASE: THE QUEST FOR DIFFERENTIATION AND PROFITS AT EPICTRIP.COM The phone started ringing as you arrived in the office. Steve resigned from his job as executive assistant and You picked up the receiver and immediately recognized the familiar soft voice: "Hey there, it's Steve-O!" Youlot of ramen noodles, they began developing what would had not heard from him in a few months, but in a split second his whole work history flashed in your brain Steve Yu, Steve-O as his closest friends called him, went to work for a large corporation right after college. As th executive assistant to the president of one of the largest people purchase travel hotcl chains in the Unitcd States, hc had thc luxury of being involved in high-stakes strategic decisions, with out much of the responsibility. But, as an entreprencur and their hotels are all about, even before setting off. and a dreamer at heart, Steve quickly became disen chanted with the corporate lifestyle. As a former Marine, reviews, and the wealth of experience brought to bear he was fond of saying, "Life's too short not to chas your dream." founded his own firm. With one childhood friend and a soon become EpicTrip.com (Figure 5.1). An arts enthu- siast, Steve brought significant design sensitivity to the team while his partner brought the technical skills. The vision behind EpicTrip.com was to revolutionize how The Epic Trip wcbsitc rcad, "Epic Trip is a ncw and unique way for travelers to know what their destinations By connecting our travelers with videos, virtual tours by the very users of Epic Trip, it is our mission to spark people's desire to discover their own epic trip." The genesis of Epic Trip started from Steve's inter est in collecting television commercials while attending college. He believed commercials told compelling sto ries when emotionally connecting with consumers about the possibilities of what the product could help the cus tomer realize or achieve. About a year and half ago As the Internet travel market was crowded with sites that focused on listing as many options as possible and finding customers the "best deals," Steve believed there would be value in focusing on the experience of travel, even before the trip started. Through the use of rich media (videos, virtual tours, photos, and EPIC TRIP beta Y PROFILE Austr Euro East All ecret WHATS UP THE WORLD IS YOU places and leave photo expre the wor d y pla Figure 5.1 Epic Trip's home page