Many websites on the internet provide travelers the option of finding more about a destination they want to travel to. In many cases, this information is in the form of a review. Statistically speaking, these reviews may not motivate or deter domestic travelers as much as it would international travelers. And with the diversity of the online space, there are many new review websites that are coming up to give travelers a complete view of any destination they are planning to travel to.

These websites have also slowly evolved with time. Today, a destination review website not only reviews the place but also the various accommodation options that they may have there. Websites like Tripadvisor provide a complete 360 degree review of almost all tourist destinations in the world. These websites can make or break the reputation of a place. The review contains ratings and a comparative analysis with all major hotels and restaurants there. This goes a long way to affect the reputation of a hospitality provider.

Tourists come from all over the world to the different tourist destinations in the world and they look up their staying options online before they travel normally. The experience available online is so complete at times that it seems pointless to look anywhere else for a review for a destination. So whatever be written on these online review websites, most of the time it all that the traveler would refer to.

The reputation of a hotel online is only as good as the service they provide. One slip up by them could lead to a review on an important traveler website that could become a black mark on the reputation of the hotel. With more than 60 percent of international travelers preferring Online Travel Agents (OTAs), the online review of a hotel or a service provider can have a serious influence on the traveler’s destination and accommodation preference.

Overall, the reputation of a hotel online can be played with very easily with the mass range of online users now. The opinion leaders of the travel market can have a strong bearing how one perceives a particular hotel or brand. For many of us, it is convenient to follow these websites and trust them before stepping on a land that is unknown to them. Thanks to the experts that Hotels can now opt for hotel marketing services like Hotel SEO, social media for hotels and many more such digital marketing offerings.

The online opinion acts as their guide and they would trust it more than the agents in the foreign country. Hence it is important to advocate one’s image online in a positive light before the opinion of a leading website tarnishes that reputation.

While the Internet has created entrepreneurial opportunities for the likes of both Fortune 500 companies and sole proprietors working out of their basement, the fundamental entrepreneurial dilemma still remains: how can entrepreneurs break into an already established market?

In this article, we’ll outline the steps that entrepreneurs need to follow to break into and conquer any industry online. To reinforce the power of this formula, we’ll use industry giants Google and Apple as case studies.

Step #1: Identify The Reigning Champ.

If you’re going to break in and conquer an industry, you need to know who you’re looking to take it from. Don’t be afraid to aim for the biggest champion; if you don’t you’ll never get there.

Example: Entrepreneurs who wanted to take over the search market would identify Google as the reigning champ. Likewise, entrepreneurs looking to conquer the digital music market would look to Apple as the current market leader.

Step #2: Identify the Champ’s Powers and Priorities.

To understand how to beat the champ, you have to first understand how the champ works. To do this, entrepreneurs need to focus on the reigning champion’s powers and priorities.

Powers are what resources and skills the firm has. A firm’s powers are critical to understanding how the firm gained dominance in the first place. Note that many firms — especially those that have a very strong foothold on an industry — have multiple powers. To help keep things simple, focus on identifying the champ’s most important powers.

Priorities are what values the firm has that dictate how it proceeds. Priorities are generally closely associated with how the company earns revenues: whatever it does to earn revenue is a priority, as that’s what allows the company to stay in business and grow.

Below is a look at the powers and priorities of Google and Apple.

Google
Powers: Their biggest skill is the amount of text-based information they have in their database. Their specialty is delivering breadth of information so that its users can quickly find even the most obscure facts.

Priorities: How does Google make its money? Primarily by people clicking on the sponsored links on its search page. So, getting users to click on ads so that advertisers can pay them is a top priority for Google.

Apple
Powers: With respect to digital music, Apple’s key power is the iPod. The iPod far and away is the firm’s competitive advantage, and they have demonstrated skill in creating portable music devices that have mass appeal.

Priorities: Just as Apple’s key power is its iPod and its ability to make portable music hardware, it’s key priorities are selling those devices. While the firm does make money selling mp3s, the true cash cow for its digital music division is the mp3 player. So the firm’s priority is to make and sell hardware for digital music.

Step #3: Identify the Right Power for You.

Even if you are immensely talented and sure of the fact that you have far and away the best product, success is unlikely if you are trying to build your business around the same powers that the current champ wields. If you try to develop the same powers the champ has, you’ll be competing with them directly on many fronts — not just on acquiring customers, but also on dealing with suppliers, marketing venues, and employees. Because of this, you should place a big emphasis on cultivating powers that are different than what the champ has. In fact, the ideal scenario is to cultivate powers that are complementary to the current champ’s powers so that you can partner with them. Google itself employed this strategy as they partnered with Yahoo! — the champ Google was looking to dethrone — to power Yahoo! search results from October 2002 to February of 2004. This partnership allowed Google, the underdog at the time, an ability to gain a critical partnership that allowed the firm to expand and eventually overcome the champion they initially befriended.

Example: Google’s primary power is its ability to deliver text-based information. But what about non-text based information, like audio and video files? Search engines like AudioFind, SingingFish, and PicSearch are all engines that are cultivating powers in non-text search.

Likewise, Apple’s primary power is hardware. An underdog looking to take down Apple should aspire to cultivate different powers, such as strong partnerships with music labels to deliver content, and/or flexible programs that provide users with more of the kind of music they are looking for. Rhapsody, Napster, and Yahoo! are some firms that have wisely taken this approach.

Step #4: Have Different Priorities.

Just as you want to have complementary powers, you can also benefit from having different priorities. The rationale for having different priorities is the same as why different powers are needed: you want to avoid competing directly with the reigning champ as much as possible. Essentially, the idea is that it’s easier and far more feasible for an underdog to defeat the champ if he/she takes a “back door” approach rather than taking on the champ head on. What you’re really competing for is not the powers or priorities, but rather the attention of the end user. In other words, to beat Apple at the digital music game you don’t need to roll out a better mp3 player; rather, you need to find a more compelling way to get the end user — who, in Apple’s case, is a consumer of digital music — to give you his/her attention.

Example: Snap.com, an underdog search engine looking to take down Google, has established different priorities by creating a new way that they can attract revenue from advertisers. Instead of getting paid per click from a sponsored listing on their search results page, they plan on getting paid when the user actually completes an action on an advertiser’s site (such as making a purchase). This will cause the company to prioritize getting users to complete actions on their advertisers site — not just getting them to click on an ad.

Likewise, Napster plans on taking the digital music market not by prioritizing the sale of hardware, but rather by making the sale of digital music a priority.

Step #5: Attack The Champ’s Powers.

The way to attack the champ’s powers is NOT by trying to be better than the champ at the champ’s own powers. Instead, the idea is to devalue the champ’s powers in the mind of the end user, and thus shift the basis of competition in the market to what your power is.

How can this be done? The most effective way to do this is to imitate the champ’s power in the cheapest way possible. If you compete on price, you are bound to attract some clients — perhaps those who do not value the service much at all or those that simply cannot afford it. In this way, you can attract some of the champ’s audience, and convert them into utilizing the powers that you have to offer.

Example: Could Napster benefit by partnering with a low-cost mp3 manufacturer and distributing an mp3 player as cheaply as possible? In doing so, it could help to commoditize mp3 players, and thus shift the basis of competition in the digital music market back to content.

The search engine industry is slightly different, but the idea is still very much applicable. Search engines often sell their technology to web portals who need to offer search to their users; as a result, an underdog search engine could freely distribute a text-based search engine to attack Google’s power.

The Tough Part: Identifying Powers and Priorities

Clearly, this five step formula to success is fairly simple and straightforward. The true challenge is in correctly assessing what the reigning champ’s powers and priorities are, and then coming up with viable powers and priorities of your own that will help to debunk the champ. Once that can be done, knocking off the champ will be surprisingly easy.

Senior citizens of the society are regarded as the most significant groups of members for whom both preventive medicines and healthy living are much effective. It has been found to be proven from older days to that of recent days that “prevention is better than cure”. Preventative medicines are responsible for preventing any cause of diseases whereas it is supposed to be curing the disease. On the other hand, healthy living represents the natural measures and procedures required to be followed and maintained by these people.

Preventive medicines can be referred to as a set of measures or practices that is carried out for preventing disease occurrence in senior citizens whereas it also promotes health. In this regard, some of the procedures can be stated as screening of blood pressure, cholesterol, depression, diabetes, autism, hearing, screening of vision, and so on. Healthy living has become one of the significant factors for all senior citizens. It is due to the higher range of diseased people seen within the society (Ghany et al. 2018). There are severe diseases that occur because of increasing junk food consumption and due to poor eating habits. Healthy lifestyles among senior citizens with preventive measures and medicines can stir them to clear out several diseases easily before being attacked.

Preventive medication needs preventive care, which includes three major types as primary prevention, secondary prevention, and tertiary prevention. Primary prevention involves reducing the risk factors before the occurrence of any injury or disease as policies imposed on purchasing tobacco for both the youth and senior citizens. Youth tobacco consumption will also affect senior citizens when these people are around them. Secondary prevention involves detecting the disease before the issue or the problem becomes more serious such as measuring blood pressure. On the contrary, tertiary prevention involves preventing major complications of those diseases including physical therapy or post-stroke rehabilitation. These preventive measures are beneficial for the senior citizens whereas breast cancer screening, colorectal cancer screening and diabetes screening are mainly done, as these diseases are common within them.

In terms of making lives healthy, these people are required to follow some healthy lifestyle measures along with preventive medications. Some of the measures can be stated in the following:

Balanced diet- In every meal, a proper diet consisting of minerals, vitamins, and other significant nutrients is found to be essential for the body and mind.

Health checkups frequently- Keeping track of the health records is going to show the faults and improvements conducted within the body of the senior citizens. It contains the benefits of detecting life-threatening issues, increasing life span as well as getting acquaintance through innovative medical technologies (Sutipan & Intarakamhang, 2017).

Ensuring appropriate rest and sleep- Improper sleep and rest might hamper the health conditions more severely; however, it is suggested to sleep from 7 to 9 hours per night to keep both physical and mental health intact.

Physical activities- Getting indulged in games, yoga, exercises, and other physical activities will help these old people to be physically fit and improve mental health as well.

Socializing more- Social interactions are important for senior citizens to keep both mind and body fit and out from every kind of stress. Sharing views and talking with others helps in lowering down the tension and stress.

Senior citizens face the problem of not being cured with medications properly for which both of these options are strictly applicable. Both preventive medication and healthy lifestyles are required to keep the mind and body fresh. This in turn reduces the level of stress among these old people and increases more energy within themselves.