LEGGO

Ready to make your life simpler? OK, LEGGO

LEGGO Complex Cities? Not Anymore! Have you not found yourselves in a hurry, but cannot decide

the fastest transit option available to you? Have you not missed buses, trains, metros, trams or ferries

because you were just a minute late? Haven’t you always ended up in situations where your city

can become an absolutely dreary maze to navigate? Presenting to you Leggo. An implementation of the

CityMapper app already up and running in cities like New York, London and Singapore for Incredible India.

LEGGO Your One Stop TRANSIT App

LEGGO What is LEGGO?1. Real-Time information such as location, timing

and route options of public transport will be available in the app. To be more clear, a user will get to see the precise location along with traffic updates and a precise calculation on how many minutes will a particular bus, metro, ferry etc. take to reach the point of origin/destination. This will enable the user to make so much more out of their valuable time.

LEGGO Real- Time Information about the Transport

LEGGO What is LEGGO?2. The app is also proposed to provide users, a gateway to

book inter-city/long-route buses and trains along with the same tracking options listed above.

3. It should also provide them with a convenient way to book cabs. Convenience in a way that the preferred type of cab, routes are preset during initialization so the user has even lesser clicks to finalize the booking.

4. Ability to reserve a table and order food if they are on their way to a restaurant so they will have absolutely no time wasted waiting.

LEGGO No unpleasant surprises. How?

LEGGO What is LEGGO?5. Provide flexible options to what are the best/fastest transit

options available, with the ability to change the chosen course through various options like booking a cab for the next stop if running late and if found to be faster.

6. The App will also display the number of calories burnt if walking is chosen hence making Leggo a company that cares about the people. It will also tell if it is likely to rain so users are not caught by surprise while on foot.

7. Relatively safer routes for women and children to travel especially during quite times will also be provided. Emergency numbers for the locality will also be provided.

LEGGOLet’s Jump Right In

LEGGO Market Opportunity As of now there is no App in India that effectively

offers all that Leggo has to offer. Yes. None! One reason for this may be the fact that almost all

public transport means do not have internet access which would enable them to send their position data to the company servers.

But is there a potential market for this app? Is it really a market gap that has not been addressed?

HELL YES! Have a look at the following graph.

LEGGO

LEGGO Market Opportunity The above graph has been prepared by Embarq India and

corresponds to data from 2007-2014 for just buses. We can see that in Metropolitans such as Delhi, Bengaluru, Chennai, Ahmedabad, Mumbai and Pune, the number of people using public transport is just astronomical. Studies have shown that public transport usage has been ever increasing and with the introduction of efficient metros and pollution conscious crowd in many of these cities people have all the more to shift to public transport.

LEGGO Marketing Opportunities

LEGGO Market Opportunity The target market includes nearly everyone from

Millennials to the Silent Generation since nearly all of them regardless of culture and tradition, use modes of public transport. The only ones who do not need to be targeted are the ones above the upper middle class sector since they mostly use private means of transport although they too occasionally are found to be using public transport. Mass marketing strategies are key.

All this only makes us wonder why no-one has taken the effort to implement an app like Leggo in India. So That’s what we are going to do.

LEGGO

Threats

LEGGO Threats Intense segment rivalry will not be present initially since this

would be the sole company offering these values for the Indian customers.

‘New entrants’ is the biggest threat that LEGGO would need to worry about. Examples include Google integrating real time information of buses, trains etc. in their maps. Another example would be the expansion of CityMapper or similar apps or other start ups expanding into the Indian market on realization of potential users. Hence, the only way to stay ahead of the game would be to offer immense value in this extremely value sensitive market.

We also need keep an eye for market rivals, not just the industry ones, in order to stay ahead.

LEGGOStrengths

LEGGOStrengths

Convenience and Luxury of knowing the location and time available to catch a mode of transportation.

Estimates on choosing different combinations of transport.

Automatic calculation of most suitable option depending on factors such as traffic, time required for next bus/taxi/metro to arrive, weather and safety.

Calorie burn information if chosen to go on foot. Convenience features such as early ordering and

booking a cab for a successive stop.

LEGGO Weaknesses

LEGGO Weaknesses Too many features can cause dilution of brand and

confusion on what the brand is primarily about. Dependency on Google Maps API for maps that are to be

used. Dependency on Bus service and taxi service providers to

enable smooth operation of the app with legitimate information.

Uses of smartwatches is not that prevalent in India. So increasing functionality through that sector is not promising.

LEGGO Tactics Leggo is free of cost by itself. But certain services such as

booking cabs and buses demand hidden service costs which help enhance customer equity while ensuring a revenue stream.

The name Leggo is chosen to indicate that however complex your city is, the app always keeps you ready to go.

For a market that is as value sensitive as India, the app is provided free of cost to maximize brand and customer equity.

LEGGO Tactics

LEGGO Tactics Due to lack of money for marketing, word of mouth

marketing is extremely important. Other creative marketing methods include prominent

logo placement on GPS devices in public transport and collaborations with Companies such as Uber and Ola.

The other food related app that is to be started to enable ordering food in advance will also help

LEGGO

Points of Differences

LEGGO Points of Differences Real- Time information about public transport. People concentric with safe routes, emergency

numbers based on GPS location, information on calories burnt on walking/cycling, weather based suggestions.

Ultimate transport app with ability to book long route buses, cabs etc.

Focused on saving every second of the consumers valuable time which is further emphasized by the apps ability to order food en route to a restaurant/ business location.

LEGGO

Points of Parity

LEGGO Points of Parity Google Maps API will be used and a user can access

this on any other navigation app including Google Maps itself.

A correlational POP would be the existence of too many features within one app in an attempt to provide maximum value for users.

The time needed to display the information is a point of parity and since everything is happening real-time, the company needs to focus on reducing it to the fullest or using appropriate algorithms to update information even if the user is on a slow network.

LEGGO Action Plan

LEGGO Action Plan First thing that needs to be done is understanding the

potential size of the market, customers willingness to install the app, if they would find value in such an app and if daily usage can be guaranteed even for the long term.

In order to help us with the above stated, a survey needs to be designed. The survey can be put in few online survey portals like Survey Monkey where customers receive points for filling up surveys which can be redeemed in many ways.

LEGGO Action Plan To understand the most potential market to start with, the

survey needs to be conducted for all major Metropolitans in India including Delhi, Bengaluru, Chennai, Mumbai as they are the most promising places to start the service as per the graph that had been displayed in a previous slide.

Along with questions related to relevant information stated above, questions about what a customer wished he/ she had during his/her daily commute using public transport, would help us understand potential market gaps relevant to LEGGO and even address them.

LEGGO Action Plan

LEGGO Action Plan The survey can also be a means to identify potential features

a person would pay for. Such as if it is a viable option to provide unlimited internet services in the bus. If provided, what customers would be willing to pay for it. A breakeven analysis of such an expensive yet luxurious facility needs to be done to understand if it is worth investing on.

The survey should also help in identifying a competitive frame of reference and also help the brand position and target customers the right way.

LEGGO Action Plan Once the detailed analysis and decision of the survey

is the, the city to start off with will be chosen and all other relevant actions relevant to the survey is to be taken. Now, we have to get the system up.

Obviously, such an app would require a lot of initial capital. This is where the role of Investors and Start-up India initiatives come into picture. Financial support would be needed for setting up GPS systems in buses/trains/metros etc., server running and maintenance costs, employees including developers and marketers. Pricing will be addressed in a subsequent slide.

LEGGO

Getting hold of Market Share

LEGGO Getting hold of Market Share First of all, the new and distinct features that the app has to

offer the Indian market sets it apart and gives Leggo a competitive advantage like none other.

Since Leggo is going to be entirely free, it clearly provides its users with immense value.

To understand how the App intends on getting hold of market share, and for the company to always offer something new to the market and also to help with co-branding efforts, we are going to follow a schedule in the roll out of features.

LEGGO Getting hold of Market Share - Schedule The First year, Leggo will only provide the real-time

transit solutions explained earlier just like what City Mapper does in other countries. This helps the company and the potential users focus on the most useful core feature of the app which no one in the market offers.

This will also help the consumers understand what the company is all about and marketing efforts and communications can also be targeted with precision focusing on the main point of difference.

LEGGO Getting hold of Market Share - Schedule

LEGGO Getting hold of Market Share - Schedule The second year once we have a good number of

users on board, the company needs to be innovative to continue it’s growth of number of signed up users. In-order to do this, the company needs to offer features such as safe routes, emergency numbers and any relevant features that will start focusing branding efforts to portray Leggo as a people centric App.

With consistent increase in the number of users, in six more months the company should get long route buses on board and perform the functions that RedBus does but with even more value. With them more reasons to shift.

LEGGO Getting hold of Market Share - Schedule Third year, Leggo will be introduced with a unique

feature. Collaboration with a cab service such as Ola/Uber to make booking cabs through Leggo a piece of cake. With preset preferences about the type of cab, one click should book the cab for your place of origin. Information about the positions of these cabs will also help in estimating the time needed to travel by cab including the initial waiting time. Further if you are travelling by bus, and you think you are running late, you can book an Uber for one of the successive stops and it would be waiting for you at the stop when you arrive. Pure genius I tell you!

LEGGO

Getting hold of Market Share - Schedule

LEGGO Getting hold of Market Share - Schedule Depending on the rate of adoption of the app, the next

feature would involve making another app itself. A food related app that will enable you to order your food such that it is ready by the time you arrive at your location. So, when I am directing myself to a restaurant, a notification would be sent to the phone offering advance order of the food by the time the person reaches the restaurant. Redirecting to the other app, payment needs to be done online for confirmation and estimated arrival time of the user from Leggo will help the restaurant prepare the food within best time constraints.

LEGGO Increasing Popularity Referrals will earn users points and a certain number of points

can be converted to Uber Money or used to book buses. Intensive innovative use of social media such as to address

people centric and the app related issues to enforce the company’s position as a people centric brand.

Public Relations should ensure user satisfaction and simple use. Making Logos in buses with GPS and other public transport

prominent to intrigue people about what the company does.

LEGGO Revenue Streams With increased data collection of travel patterns and

usage, in just a few years the app will have invaluable data which can be sold or used by Leggo itself to provide business solutions. Privacy will not be intruded as it is only the collective data that would be used.

When a destination is searched pin pop ups of businesses around that destination can be shown on map. A certain number of clicks on these pins would be another revenue stream.

LEGGO Revenue Streams

LEGGO Revenue Streams Collaborations will Uber/ Ola will demand commission

for every booking. A service fee for booking long route buses would be

charged. Sending push notification onto your smartwatch or

phone about a nearby business when you get off at a location. This would again be a revenue stream while providing utility for the user.

LEGGO

DisclaimerCreated by Rohit Varghese Roy, NIT Trichy, during a

marketing internship under Prof. Sameer Mathur, IIM

Lucknow