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Agenda – PickUsUp Journey
*based on interviews
1. Problem – A Business Opportunity2. Solution – What we offer3. Market – Where we offer our service4. Clients – Our Target Segments5. Technology – How we implement it6. Competition – Who we fight against7. Traction – Proof for the need8. Marketing & Growth Strategy9. The Team – Better Together10. Calendar – Successful Timing11. Financials
12.
Problem – A Business Opportunity
*based on interviews
Unplanned excess alcohol consumptionReported by 60% of the young target segment
No willingness to be designated driverReported by 75% of young target segment
Alcohol as standard beverage for shared dinnersReported by 81% of older target segment
*based on interviews
Drink & Drive, but responsibly:use PickUsUp!
Solution – What we offer
1.
2.
3.
4.
Business Process:1. Client requests service via phone or PickUsUp app
2. PickUsUp driver is dispatched and meets client at location of car
3. Client is taken to his home in his car
4. Price is calculated based on distance, measured with taximeter
5. PickUsUp driver returns to base/ to next service drive
Price Discrimination:Normal Fare: 1,70€/kmStudent Fare: 1,53€/kmMinimum Fare: 5€(discrimination based on interview responses)
Market – Where we offer our service
Target Industry:Individual
Transportation / Mobility Services
Market Size in Lisbon:
Target Customers:Car owners with heavy car usage
patterns(no interest in
forgoing car usage)Industry Trends:New competitors (Uber) entering market space
Initial target market: Lisbon AreaScalability of approach to other cities & countries
Inhabitants owning car and consuming alcohol
Year 1 Year 2 Year 3
175.360 296.320 551.680
Older Segment
25-65
Shared dinner with friends & family
Strong need for car due to work
Young Segment
18-24
Go out with friends for partying
Car as status symbol and mean of convenience
Clients – Our Target Segments
Foldableelectric scooter
PickUsUp App GPS Photos of drivers Rating system
Phone line
Technology – How we implement it
Technology – The PickUsUp App
GPS function To locate the client Future function: request driver to a
different location than the current one
Driver selection Client can select preferred driver “Non availability”-function for drivers
currently on service drive Calculation of needed pick-up time
Technology – The PickUsUp App
Verification Code Client receives confirmation of
request if waiting time is accepted Verification code to certify the
identity of the driver (compared at pick up-location)
Driver Rating Client can rate driver Ratings visible for other users Enhance marketing potential of app
by referring to Facebook and Twitter
Technology – The Scooter
DiBlasi Scooter Foldable electric scooter
Max. speed 40km/h Reach of ≈60km
Carrying case to protect client’s car(based on worried interview responses)
Public Transport
Taxis
Uber
Private Drivers
Competition – Who we fight against
Competitive Advantage of PickUsUp Having the car at home Competitive pricing Advantage of rating system
Competition – Who we fight against
Strengths of competitors and PickUsUp’s reaction Public Transports: affordability PickUsUp offers competitive pricing &
convenience of having car at home Taxis: availability PickUsUp aims at continuously expanding its reach and
increasing the number of drivers & scooters Uber: novelty of the concept PickUsUp also offers this novelty of the concept Private Drivers: comfort PickUsUp offers comfort of being driven in own car
for a lower price
Competition – InsightsPublic Transports Users
Individuals use Public Transports in Lisbon40%
http://observador.pt/2014/10/21/mais-de-metade-dos-habitantes-da-grande-lisboa-nao-usa-transportes-publicos/
Young People are the heavy users of Public Transports
Availability of Taxis
http://www.imtt.pt/sites/IMTT/Portugues/Observatorio/Estatisticas/Passageiros/Documents/TAXI-EVOLUCAO_2000-2010.pdf
Consumed alcohol without planning to do so
61%
Interested in using our service
Willing to pay an extra amount compared to taxi prices
85%
86%
Traction – Proof for the need
Interview Results
Likes within a few days on Facebook
276
Potential partnerships
2
Marketing & Growth Strategy
AWARENESS GROWTH
Guerilla Marketing Flyers & Brochures
Membership Card Drip Marketing
WOM Direct Contact
RETENTION
Detailed Marketing Plan for each stage
Persuade target customers to:-Enter homepage & sign up for newsletter-Like Facebook page-Follow on Twitter-Download app
Persuade target customers to:Sign up for app
Channels:Facebook, Twitter, flyers, flags on
scooters, SEO
Channels:General e-mail, CTA on Facebook
Persuade target customers to:Explore app and get used to its features and the features of the
service
Persuade target customers to:Use service for the first time
Channels:Direct e-mail
Channels:Direct e-mail, SMS
Relationship MarketingHow to GET our customers
Detailed Marketing Plan for each stage
Relationship MarketingHow to KEEP our customers
Communicate with customers:-Thank for usage-Ask for feedback
Communicate with customers:Keep them updated about development of company
Channels:Direct e-mail, in-app messages,
SMS, Facebook
Channels:Social media, mail newsletter, direct
e-mail, SMS for special events
Communicate with customers:Establish direct contact to specific
users:-Ask for weekend plans
-Recommend usage of service
Channels:Direct e-mail, SMS
DRIP MARKETINGAdjust the specific messages the users receive
based on their behavior and preferences!
Detailed Marketing Plan for each stage
Relationship MarketingHow to GROW our customers
Persuade clients to:Use our service again
Persuade clients to:Use our service more often = become a regular client
Channels:Direct e-mail, SMS
Channels:Maintain awareness by using
preferred communication channel, introduce discount card for regular
users
Less relevant at the moment
Persuade clients to:Recommend our service to family &
friendsFind a famous brand ambassador
after usage of service
Channels:Direct e-mail, Facebook
CEO
Marketing & Sales
Financial & Accounting Operations Human
Resources
The Team – Better Together
The power of our team is based on Various nationalities Different educational background Diverse strengths and skills
+ team builder
+ strategicthinking
+ goodwith numbers
+ detailoriented
+ creative
2015
Company Development
Inner Lisbon1200 Potential users10 DiBlasi Scooters
2016
2017
2018Loures, Odivelas,
Amadora, Almada4400 Potential users
20 Scooters, 10 Motorbikes
Calendar – Successful Timing
Oeiras, Cascais2200 Potential users
15 Scooters, 5 Motorbikes
2015
Company Development
Calendar – Successful Timing
What the PickUsUp team has been working on: Development of marketing plan to create awareness and retain clients Contacting Portuguese government to establish a potential partnership Development of pricing approach & discrimination Selection of scooters Determination of target area Conduction of interviews and focus group with potential clients to gain traction Conduction of survey to determine highly valued service attributes
60.000€ 188.000€ 528.000€ Y1 REVENUES Y3
Financials – Company Development
1200 2200 4400 Y1 USER GROWTH Y3
159.000€ 223.000€ 403.000€ Y1 EXPENSES Y3
-99.000€ -35.000€ 125.000€ Y1 EBITDA Y3
*assumptions based on calculations of the PickUsUp team, more details provided on next slide
STEP 1: Calculation of potential user numbers Based on population in target areas, car usage and alcohol usage Potential number of users in Y1: 17.500 Assumed customer conversion rate: 7% 1200 potential users in Y1 Expected growth of conversion rate: 7%
STEP 2: Combination of user numbers with usage details for revenue Increase in average number of uses per year (4-6) Increase in average distance per trip (8-13) due to higher reach of service Considering share of normal tariff and student tariff Calculating revenue based on price per km
STEP 3: Calculation of main cost drivers Rent for scooters Payments to drivers (employed as freelancers to reduce fix costs) High marketing expenditure (30.000€/year) Most critical assumptions:- Conversion rate and growth of conversion rate- Rent for scooters and driver payment
Financials – Crunching the numbers
60.000€ 188.000€ 528.000€ Y1 REVENUES Y3
Valuation (DCF): 147.000€
Investment Request:58.800€ for 40% of company stock
Marketing Expenditures(43%)
App Development & Phone-Line (57%)
Financials – Crunching the numbers
EBITDA: 124.000€
Marketing Expenditures: Different marketing approaches for two target segment Young Segment: Guerilla & Online Marketing
Stamps at parties Stickers & posters Surprise visits with scooters at events
Older Segment: More traditional approach Flyers in restaurants and bars Radio reports Coverage in (city) magazines
App Development & Phone-Line set-up Conduct further research on preferences for the PickUsUp App Transfer current prototype into real application Continuous review and improvement
Financials – Usage of Proceeds
Marketing Expenditures(43%)
App Development & Phone-Line(57%)
Two-fold usage of proceeds from pitch
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