Where and how to launch 'Bobocabins' in the United States

Bobobox, Indonesia’s largest outdoor accommodations operator, is looking to expand into the United States, one of the world’s most developed lodging markets. To help them decide where and how to launch its high-tech, glamping Bobocabins, the company collaborated with a team of four MIT Sloan Global Entrepreneurship Lab (G-Lab) students.

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Bobocabins meld the beauty of nature with the comforts of home and the latest tech to create relaxing, upscale glamping experiences for its guests. It’s all about disconnecting from everyday life and reconnecting with nature. The cabins feature king-sized beds, hot tubs, private bathrooms, and customizable mood lighting, combined with stunning views of the natural world. The G-Lab team’s research and analysis was comprehensive and thorough, including a three-week stay in Indonesia and a night in a Bobocabin—a group highlight of the trip.

"We got to experience firsthand the modern comfort and cutting-edge technology of the cabins,” says Gabriella Jennett, MBA ’24. “We ended the day with ATV-ing and barbecuing with the Bobobox team. It was truly incredible.”

Providing a roadmap to enter the U.S. glamping market

After diving deep into the U.S. glamping industry and market needs, the MIT Sloan team recommended that Bobobox launch in California first, following the park model guidelines, along with strategic campground partnerships. The students also weighed in just about every aspect of a potential go-to-market expansion, including the business model, target audiences, competitor analysis, financial analysis and model, suggested cabin design considerations, branding and marketing, app design, customer management, and internal staffing.

“The students have helped the company understand the various aspects and dimensions that we need to take into consideration for our U.S. market entry strategy,” says Bobobox Co-founder and Managing Partner Antonius Bong. “The team’s in-depth research, thought process, and comprehension of the local context within the hospitality segment in which we operate have provided us with invaluable insights.”

Exploring different industries and cultures

But as with every MIT Sloan Action Learning project, it’s not only the host company who benefits from the experience. The students come away just as much new knowledge and insight.

“My primary goal was to gain insights into go-to-market strategy and entrepreneurship,” says Jennett.  “This course exceeded my expectations, teaching me vital skills and boosting my confidence in tackling unfamiliar challenges.”

“Participating in G-Lab allowed me to work in a country, industry, and company completely out of my ‘target zone’,” says Dana Le, MBA ’24, who comes from a U.S.-centric work background at the intersection of software and strategy consulting. “Having the opportunity to reach into the startup space with a glamping cabin company stretched my skillset and broadened my toolkit. I strongly believe Action Learning is a critical and unique part of the MIT Sloan experience due to the strength of the school’s host companies to create an impactful project that involves working on a mission-critical project with a real reputable company, supported by future lifelong mentors.”

“It showed me that amazing entrepreneurial ideas are being developed all over the world,” says Ingrid Glitz, MBA ’24. “We can learn a lot about how we can contribute to our own communities by seeing what other societies in very distant places from us are doing to foster inclusive economic growth. I hope I can apply the techniques I learned at Bobobox on how to partner with local producers in all my future professional endeavors because I believe those are essential in promoting inclusive economic growth.”

 “One finding that surprised me during our time onsite was how successful Bobobox’s co-founders have been in building company culture,” says Alexa Katz, MBA ’24. “Everyone loves what they do – and it’s palpable. The office is thoughtfully designed, employees are constantly laughing and singing, and everyone is warm and welcoming. It is an ideal place to grow professionally because of the intentional decisions that the leadership team has made as they’ve scaled.”