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Agenda
Key Activities
http://pickusupstartup.wix.com/home#!pickusup/mainPage
Homepage & Blog
Key Partners
Key Resources
From Last Class: Competitor Analysis, Minimum Viable Product
Cost Structure
Process Diagram
Additional Information
Competitor Analysis Public Transportation Taxi Uber Private Drivers
Overview
Public transportation agencies primarily operate with regional passenger transportation systems, with regular routes and fixed schedules
A type of public transports with characteristics between private vehicles and public buses, without a regular route.
Uber recognized a growing frustration that many customers have with the cab industry and realized the technical incompetence, or cognitive gap, of incumbent firms. Uber understood the growing market of consumers that use smartphones. Uber offers several types of services, availability of which varies by city
Full service luxury chauffeured transportation mean.
Target Customer
People that do not like driving Families Travellers and urbanites with smartphones Business People
People that would like to see less congestion Individuals Seniors
Are keen to walk more and least likely to start driving Travelers (individual and business) Families
Highest number of retired people Business people The least-educated group
Strength
It provides all the surrounded population the opportunity to be mobilized. Seamless, Secure Travel Throughout Multiple Transportation Networks
Well-trained employees. Prizes customer satisfaction and customer referrals
Uber users can see driver rankings and make decisions about different drivers for their commute.
Flexibility, Safe driving, Good customer care skills
Value Proposition
Pre-established routes Fixed schedules Public rates Affordable for all citizens
Convenience: Having the transportation ready to pick up the traveler | Reliability | Professionalism: The targeted customers have a high expectation for customer service.
Convenience | Professionalism | Cleanliness
Convenience | Productivity | Time savings | Driving safety
Costs
1 TripMetro: 1,25€Bus: 1,25€ or 1,80€CP: from 1,25€ to 3,40€*0,50€ per card
From Baixa to anywhere, inside the city, less than 10€ total
About 1.5 times the cost of a cab. From 7€ to 18€ (Santos - Campo Pequeno)
Variable (though very high compared to the other competitors)
Convenience
Comfort
AffordabilityReliability & Credibility
Availability
Competitors Radar
Public TransportsTaxisUberPrivate Drivers
Competitor AnalysisCompetitors Radar Chart
Minimum Viable Product
• MVP = app + offering the basic service of picking up customers• without having the scooters• without having the entire back-office
processes set up • access to our app via
https://marvelapp.com/bed6ch
Creating an app prototype with basic service component
service request
driver goes to indicated location(usage of other means of transport than scooter)
driver returns to base (e.g. by metro)
Key ActivitiesDecide on optimization, automization and outsourcing
Mindset matching PickUsUp approach
Previous driving experience Monitoring based on feedback
DRIVER SELECTION & MONITORING
APP DEVELOPMENT & MAINTENANCE
ANALYSIS OF PRICING & COST STRUCTURE
MARKETING
Additional functionsBasic development Monitoring AppStore reviews
Determine improvement potential for own cost structure
Analyze prices of competitors Calculate pricing acceptable for customer
Incentivize WOMDevelop an engaging marketing approach
Secure marketing & promotion partners
BASE
D O
N C
UST
OM
ER F
EED
BACK
OPTIMIZATIONAUTOMIZATIONOUTSOURCING
SERVICE OFFERING
Guaranteeing satisfying serviceMatching customer requests with drivers
Promote repeated usage
CEO
Marketing and Sales Manager
Financial and Accounting Manager
Operations Manager
Human Resources Manager
Key Resources
Resources: CEOPosition CEO
Main Goals Provide overall leadership to the start-up by establishing direction and functioningBe the company's primary representative
Strategic Tasks Set the direct in which the company should move and determine the specific service offeredDefine differentiating aspectsDevelop, review and refine the company business strategy and visionCreate the company culture and build the senior management team
Tactical Tasks Work with the management team to satisfy consumer needs with the company’s strategyBuild relationships with outside investors to provide necessary resourcesDevelop performance measurements and ensure these metrics are achieved
Guides Detailed information about investor meetings and preferences of different investorsDatabase of friends/ colleagues/ mentors
Resources: Mkt & Sales ManagerPosition Marketing & Sales Manager
Main Goals Promote the service amongst potential customers in hopes of creating a recognized brandIncreasing company revenue by a minimum of 10% per month
Strategic Tasks Identify and implement new engaging marketing strategies to stand out from the competitionBuild strong relationships with the customersIdentify target segments and their changing needs
Tactical Tasks Promote the brand in restaurants, hotels, universities and bars Give presentations and demos and negotiating contractsCreate business brochures and manage the website
Guides Database of E-Mail addresses, leads and proposalsOnline Sources about modern marketing strategies
Resources: Fin. &Acc. ManagerPosition Finance & Accounting Manager
Main Goals Report the performance, financial position and cash flow of the business
Strategic Tasks Report the revenues generatedPrepare internal financial statementsCreate reports for all financial topics relevant for the organization
Tactical Tasks Use graphs and text narratives to complement the reported numbersInterpret the impact of the accounting results on all aspects of company operationsOffers feedback and advice to senior management, particularly about cash flow sufficiency and revenue/expense issues
Guides Financial Program of the companyApplied Reporting Standards
Resources: Operations ManagerPosition Operations Manager
Main Goals Implement and guarantee smooth conduction of the service offered by the start-upIncrease the customer satisfaction by 20% in the next year
Strategic Tasks Improve effectiveness of the company through headcount management, cost & productivity and change initiativesIn charge of duties and responsibilities of the employees and how their performance results in the success or failure of the service
Tactical Tasks Develop work processesIdentify opportunities and new approaches by providing support services (Fleet, Maintenance and Security)Identify and debate best practicesDevelop and implement training policies and programs
Guides Process Flow ChartsOverview of company’s HR resources
Resources: HR ManagerPosition HR Manager
Main Goals Have the best employees possible in the company (primarily the best drivers)
Strategic Tasks Ensure that the performance of employees within the start-up are aligned with the organization’s missionHelp employees to satisfy their needsDetermines way to improve working conditions and increase motivation
Tactical Tasks Recruitment of employees, employee training and the retention of valuable employeesDetermining salaries and wages and establishing employee performance objectivesImplementing HR improvement plans
Guides Database with company’s employees’ dataBest Practice Guidelines for HR
Key Partners
What is provided: Provision of mobility devices for the drivers
Areas of responsibility: The company provides the scooters that are the mean of transportation of the drivers from the head-office to the client. Additionally, the company grants support for activities like periodic check-ups and other central responsibilities.
Scooter Company
What is provided: Insurance for the drivers not only when they are on the scooter, but also when they are driving with the client’s car
Areas of responsibility: The insurance company provides a certification that ensures our clients that all damages caused while the PickUsUp driver is inside the car, executing his job, are going to be covered by PickUsUp. Additionally, the insurance company also prepares a plan for all personal and scooter-related issues that are possible to occur while the driver is on the way to pick up the customer.
Insurance Company
Key Partners
What is provided: Acquisition of resources and promotional tools
Areas of responsibility: The Government and PickUsUp have one main area of their missions in common, the safety of drivers. Since the Government is aware of the stats related with this topic, it is in its interest to act upon it. It is expected that the Government becomes a powerful promotional and advertising tool since our service will be able to raise more awareness and reduce the number of incidents caused by drunk driving issues.
Portuguese Government
Additional Information• Update our page
• New landing page with video
• Write Lessons Learned
• Write the description of our meeting
• Update our business model (3.0)
• Update our Facebook & Twitter
• Daily posts about each team member
• Inspiration post about the dangerous issues of driving drunk
• Interviews’ update
• SEO and KPI’s
Young Segment 19 / 20
Older Segment 15 / 20
Major Problems of the Young Segment I don’t like to leave my car at an unattended place None of my friends wants to be designated driver for a night out I find taxis expensive Many times I end up drinking alcohol without planning it
Major Problems of the Older Segment It is a big problem for me not to have my car at my home in the morning I believe most of the times, despite consuming some alcohol, I am able to drive I would value to have a trustable driver to drive me and my family home after
dinner with alcohol consumption
Additional InformationInterviews update
Additional InformationSEO and KPIs
Trade-off of SEO:• Specialized search terms experience less competition• Specialized search terms experience lower popularity
• Usage of word combinations: car drive home, avoid car fine, prevent accident
• Usage of competitor key words: cheap transportatin, Uber, private driver, public transportation, taxi
Stages To Do/ Relevant KPIs
1. Stage:Brand Awareness
Reach the masses and create interest in our target segment• High Absolute Unique Visitor• Medium Average Time Spent• Low Bounce Rate• High New Visit Rate• Traffic Source
2. Stage:Retention
Create a personal relationship with consumers• High Returning Rate/ High Returning Visitors• Medium Time on site• High Visit Loyalty