IDEA

A two-sided digital marketplace that directly connects independent, certified ski instructors with skiers seeking personalized instruction and experience-oriented services.

PROBLEM STATEMENT

The European ski instruction market exhibits a pronounced structural misalignment between supply-side organization and demand-side behavior. While demand has become increasingly international, digital, and experience-driven, the industry remains highly fragmented, locally regulated, and operationally analog.

INDUSTRY STRUCTURE

The European ski instruction market is characterized by substantial regional heterogeneity.

• Fragmented markets (e.g., Austria, Italy, Germany):
  Supply is dominated by a small number of small, locally embedded ski schools, each controlling access to specific resorts or territories.

• Consolidated markets (e.g., France, Switzerland):
  Market power is concentrated in large incumbents such as the École du Ski Français (ESF), which operates more than 220 schools nationwide.

Across all regions, the industry is protected by strong regulatory barriers, including:

• Concession-based access on opening ski schools

• Lengthy and costly instructor qualification and certification processes

Porter’s Five Forces Assessment

From a structural perspective, the industry is highly attractive for incumbents:

• Threat of new entrants: Middle
  Regulatory concessions and certification requirements create significant entry barriers. Neverthless a platform model is not restricted by any regulations and can be set up easily.

• Bargaining power of suppliers (instructors): Low
  Instructors are typically dependent on ski schools for access to customers.

• Bargaining power of buyers (skiers): Low
  Customers face limited choice, low transparency, and rigid pricing structures.

• Threat of substitutes: Low
  There are few functional substitutes for formal ski instruction.

• Competitive rivalry: Low to moderate
  Competition is localized and often non-price-based due to territorial constraints.

This structure strongly favors incumbent ski schools. However, it simultaneously creates an opportunity for a platform-based substitute that reconfigures market access, pricing, and value capture without directly competing as a traditional ski school.

INDUSTRY TRENDS

Several structural and demand-side trends are reshaping the industry:

1. Rising value of the instructor
   Customers increasingly seek not only technical instruction but also a personalized, social, and experiential offering. The instructor is perceived as a companion, guide, and local expert rather than a purely functional service provider. I am booking a instructor and not a ski scholl and will also be loyal to him.

2. Digitalization of customer behavior
   Online booking, price comparison, reviews, and digital payment have become standard expectations, particularly among international customers.

3. Climate and cost pressures
   Shorter ski seasons, declining natural snowfall, and rising reliance on artificial snow increase operating costs. As a consequence, skiing and ski lessons in particular are becoming significantly more expensive, intensifying customer price sensitivity.

These dynamics collectively increase dissatisfaction with rigid, school-centric models while enhancing the appeal of flexible, instructor-centric solutions.

BUSINESS MODEL

Leveraging digital platform economics, the proposed model is a two-sided marketplace that connects independent, certified ski instructors with skiers seeking instruction or guided experiences.

Value Proposition

For Instructors

• Significantly higher revenue share

• Flexible scheduling and pricing autonomy

• Direct customer relationships

• Reduced dependency on ski schools

For Skiers

• Lower prices

• Greater transparency

• Choice among instructors based on profiles, ratings, and specialization

• More personalized offerings

Revenue Model

The platform captures value through a commission-based fee on each completed transaction.

Illustrative Example: Alpe di Siusi

RESOLUTION CRITERIA

Definition of a Booking

A booking is defined as a single, discrete transaction identifier generated by the platform that connects one customer (or customer group) with one instructor.

• A group lesson (e.g., 4 participants) counts as one (1) booking

• A multi-day course booked as a package counts as one (1) booking

Completion Criteria

A booking is considered completed and valid if all of the following conditions are met:

• The scheduled lesson time has elapsed

• No cancellation by either party occurred

• Customer no-shows are counted as completed

• The platform has successfully collected the full gross payment

Exclusions

The following do not count as bookings:

• Refunded transactions

• Chargebacks

• Free or promotional bookings (Gross Merchandise Value = €0)

• Equipment rentals

• Lift pass sales

• Merchandise sales

Inclusions

• Alpine skiing

• Snowboarding

• Cross-country skiing

• Off-piste guiding, provided it is sold under the instructional category

VERIFICATION AND TIMEFRAME

• Verification method:
  Audited internal reporting dashboard

• Measurement period:
  Platform launch date through April 30, 2027 (23:59 CET)

• Fiscal reference:
  Fiscal year ending 2027