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Safeturn Project

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a new idea in UK

a new idea in UK

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  • Rufei: Greeting; Introduce my group mates.

Safeturn Project Safeturn Project Presentation Transcript

  •     Presented By: Ebonwu Nomso Remon Hanna Rufei Huang Sabir Doski Yinuo Gao 3-16-2009
  •  
    • * Aims :
    • To explain what we have done in response to surveys and focus groups
    • Show the danger of drinking drive.
    • Show the success of our idea
    • * Objectives :
    • Achieve profitability
    • Decrease car accident on the roads
    • Innovative ideas emerge from problems
    • Business overview
    • Creativity of the idea:
    • Safe home by your own car;
    • No need to collect it the next morning;
    • Avoid fines & risks;
    • Help to decrease drunk driving accidents;
    • Or, can’t drive for other reasons
  • Road accidents by DUI’S in UK www. Source: www.dft.gov.uk/pgr/statistics
  • Scooter Features:
    • FUEL type ................. petrol
    • Capacity.................... 3/4 gallon
    • Mileage................... 130 mi/gal
    • less than 3 seconds to set up
    • six months unlimited mileage
    • warranty
    • 12 months free labour warranty
  •  
  • Segmentation Survey Key reports Segment in “ Age Group” ANALYSIS
    • MINTEL (2004) Car Market - The Consumer's View -UK - Car Ownership and Usage
    • MINTEL (2002) Is Britain a Nation of Drinkers? - UK - Drinking In and Out of Home
  • Segmentation contd.
    • MINTEL (2004) Car Market - The Consumer's View -UK - Car Ownership and Usage
    Car Ownership and Usage   1 car   2 cars   3+ cars     % Index % Index % Index All 41.7 100 27.3 100 2.9 100 Men 43.8 105 30.5 112 3.4 117 Women 39.9 96 24.5 90 2.5 86 15-24 27.1 65 24.2 89 7 241 25-34 45.4 109 28.3 104 2 69 35-44 44.4 106 33.9 124 1.6 55 45-54 40.5 97 36.4 133 5.8 200 55-64 45.9 110 29.3 107 3.2 110 65+ 42.5 102 16.5 60 0.5 17
  • Segmentation contd.
    • MINTEL (2002) Is Britain a Nation of Drinkers? - UK - Drinking In and Out of Home
    Drinking In and Out of Home   In pub with At home with With special Dining out   friends/mates friends/mates meal at home for special meal   % % % % All 51 41 33 33 Men 61 44 32 34 Women 41 38 34 32 18-24 89 53 29 40 25-34 63 53 35 34 35-44 54 41 36 35 45-54 50 35 30 35 55-64 42 38 37 35 65+ 20 28 30 26
  • Target market
    • Age group : from 17 to 60+
    • Gender : Male and female
    • Marital status : Single & Married
  •  
  • Strategic Group Analysis (Taxi’s in Leeds)
    • High
    • Price
    • Low
    • Focus Differentiated
    • Service
    Airport Taxi Leeds Council Taxi Amber Royal cars Safe Turn
  • The Marketing Mix
  •  
  • 1- Age? 17-25 22% 26-40 42% 41-60 24% 60 + 12% 2- Gender? M 58% F 42% 3- Do you drive? Yes 94% No 6% 4- Do you drink alcohol? Yes 98% No 2% 5- When you go out, and will be drinking do you usually? Walk 14% Drive 16% public transport 8% Take a taxi 62% 6- Do you sometimes drink more than the legal limit driving, and have to leave your car to get home? Never 26% Occasionally 54% Often 20% 7- Do you sometimes drive when you know you have gone over the legal limit? Yes 2% No 98% 8- In that situation would you like a phone-up service to get someone to drive your car home for you? Yes 48% No 52% 9- Would you be prepared to pay more than a taxi rate for there service? Yes 66% No 34% Survey and results
    • T
    • e total number of participants were 50 people. They were male and female.
    • The total number of participants were 50 people. They were male and female.
    • The ages been chose was from 17 to 60 plus.
    • 62% of people who covered the questionnaire taking taxis when they going to palaces for alcohol drink as shown on the chart.
    • 54% they left there cars in deferent situations after over limited alcohol drink in the past.
    Questionnaire Analysis
    • T
    • 2% are driving their cars some times even they know they have gone over the legal limit alcohol drink.
    • 42% of them are agree to phone-up our service to get a driver to drive their cars to home for them
    • The important result is 66% of them are agree to pay more than a taxi rate for this service.
    Questionnaire Analysis
  •  
    • T
    • Results
    • In view of this data analysis we as team we have a positive view to this project and the chance of the successful are in high level.
    • Management structure : at the beginning
    • Finance Cash flow forecast
    Pre Start May Jun Jul Aug Sep Oct Cash in 3000 4000 6000 7500 9000 9000 Capital 5000 Loans 5000 Total In £ 10000 3000 4000 6000 7500 9000 9000 Cash Out Materials & advertising 5000 100 100 150 2500 300 300 Wages 2200 2600 3200 3500 3800 3800 Office deposit 1000 Scooter running/ Services 20 200 250 350 500 500 500 Office rent 300 300 300 300 300 300 Office council rate 75 75 75 75 75 75 Insurance 400 200 200 200 200 200 Telephone 30 50 50 50 50 50 50 Loans payment 200 200 200 200 200 200 200 Total Out £ 6250 3525 3775 4525 7325 5425 5425 Opening Balance 0 3750 3225 3450 4925 5100 8675 Total In/Out 3750 -525 225 1475 175 3575 3575 Closing Balance £ 3750 3225 3450 4925 5100 8675 12250
  • Strategy clock Low price Hybrid differentiation Focused differentiation Strategies destined for Ultimate failure No frills Adapted from Henry (2007) corporate strategy Bowman’s strategy clock
  • main Competitors - In the same transport industry (Buses-Taxi-Train) -In the same business
  • Insurance £ 2400 Per year Norwich Union Licensing: Full UK driving licence Safety safe lives and decrease accidents Registration Inland Revenue first 3 month Taxation qualified for small business relief Place Harehills
  • Prices Items   Price Di Blasi "EXPRESS" Folding Motorbike Colours : Red, Black, Blue, and Yellow £1500 Heavy Duty Carrying Bag £ 100 Rear Luggage Rack £70 Tote Bag with Seat Harness £50
  • -Product exclusivity/new business advantage since a scooter taxi is a new business in Leeds, therefore it is less competitive. - Reducing traffic accidents. -Low-cost value added leads to leadership in the market -Increase alcohol consumption due to the convenience of our service. -Limited human resource at start of business. -Building trust with clients will be slow. -Market expansion in the future by opening new branches covering additional areas, e.g. Harrogate, York. -Developments in larger scope of services and activities -Potential safety issues due to the character of this business venture. -Current economic situation as the recession may have a negative effect on our business, e.g. people tend to stay in rather than go out. -Influences by seasonal reasons, such as rains or snow. -New entrants might be attracted.
  • Bibliography MINTEL (2004) Car Market - The Consumer's View -UK - Car Ownership and Usage Available from: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125936 [Accessed 16 Feb, 2009] MINTEL (2002) Is Britain a Nation of Drinkers? - UK - Drinking In and Out of Home Available from: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=2008 [Accessed 16 Feb, 2009] http://www.dft.gov.uk/pgr/statistics/datatablespublications/accidents/casualtiesgbar/roadcasualtiesgreatbritain20071 [Accessed 18 Feb, 2009] Transport Statistics, www.collectacarleeds.co.uk , 25 September 2008 , [ Accessed 17 Feb,2009] Folding motor bike images available from:- http://www.foldingmotorbike.com [ Accessed 15,17 25, Feb,2009]   Blackwell, Edward (2004) How to prepare a Business plan , 5 TH Edition, London:Kogan Page   Finch,Brian (2006) How to write a business plan , 2 nd Edition, London:Kogan   Henry A,( 2008) understanding Strategic management oxford Drink driving accidents increase Avaliable from http://news.bbc.co.uk/1/hi/england/4085019.stm [ Accessed 15 Feb,2009]
    • Thank you