Drink & Drive, but responsibly:use PickUsUp!

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

Financials – Revenue Calculation

Financials – Expense Calculation

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

Financials – Balance Sheet

Financials – Income Statement

Financials – Cash Flow Statement

Our Team

Beatriz CarreiraThe Designer

152114018

João MalpiqueThe Visionary

152114138

Carolin ScharnaglThe Hacker

152114095

Filipe OrvalhoThe Hustler

152114055

Romane SouliéThe Hustler

159114629