Need•   Time wasted when looking for parking:    7 min/each parking → 14 min/day → 1½ hour/week → 5 days/year•   Money was...
Approach                                 Triangulation    Car GPS                                Smartphone AGPS      Data...
Approach continuedType             Technology   Pros                 Cons                  OpportunityParkedIn 1.0     AGP...
Approach continuedHow to reach the sufficient data quality on street parking availability that deliversvalue to the custom...
Benefits   Customer Benefits                        Public and Environmental Benefits   •                                 ...
CompetitionCompany                      Product/                      User action                      Difference        L...
Competition continued Company                         Product                        User action                     Diffe...
Revenue ModelPrimary Revenue Streams:• 5$/month for subscription – customers can pay with money or parking data• 10$/month...
Sales ForecastLinking Variable                Source               Estimated                   Market Potential           ...
Why shouldn’t you also know where to park?
SWOT  Strengths                                   Weaknesses  • First to build a database with high       • No unique tech...
Data challengeAmount of data                         Quality / value to                         customers
Spotfinder                         Smartpark     Parkwis                                        e                         ...
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Parking Intelligence

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  • Elevator Pitch: ParkedIn helps you find parking. We have created a new way to reduce the time you spend looking for parking. The concept is simple: we provide geo-coded maps that display where you are most likely to find street parking nearest to your destination. Our maps are based on the parking behavior of users. We monitor and register these data, making it possible to determine and relay information on turnover, occupancy and availability. These maps are accessible though our website, your mobile phone, or car navigation system. We will launch our services in San Francisco and we are seeking $500.000 in seed capital to build our database and collect and analyze a large amount of parking statistics. This will enable us to reach the map quality we want to offer and prepare us for Round A in venture capital. We strive to reach 100.000 users and $2.000.000 in revenue, by last quarter 2009.
  • Lets first determine the customer pains associated with parking and the need to solve them. Car owners in San Francisco spends a lot of time looking for parking every day. A good estimate, based on our consumer survey and similar analysis, says on average between 5-7 minutes each time. They do that 1-2 times day. 14 minutes every day, 1½ hour every week, 5 days every year – just to find parking!!! Lost time for you and probably also the company you work for! While doing that you go an extra half mile – equivalent to 2½ times around the block. An extra mile every day comes to 365 miles/year and on an average gas consuming car driving in the city that comes to $60-70 a year. And as you know, gas doesn’t just disappear. Every year you will exhaust and extra 400lbs of carbon dioxide. Take these numbers and multiply them with the turnover of parking cars in San Francisco which stretches from 1000/month in residential areas to 5000/month in high density office areas downtown – and you have a real problem. Not only for yourself, but for the city and environment you live in. This constitute an important customer need.
  • Lets move on to the approach. How can this problem be approached and solved? ParkedIn helps the users find parking by providing them with maps that shows where they have the highest likelihood of finding parking. How does this work? Lets go through the system. USERS: In order to generate these maps, you need statistics. Huge amounts of data on parking behavior. Everytime you park there is data to be saved. There are multiple ways to collect this data – the one ParkedIn approaches is getting it directly from users. ParkedIn needs to know where you parked and at what time. There are several ways methods of sending that data. I’ve listed 5 different methods, which I will go through in more detail on the next couple of slides. DATABASE: The data is send to our database that stores all parking data and uses the data to calculate, turnover, occupancy and availability. It then synchronize it with road work information, events and other occasions that might affect parking availability in the specific area. This is a typical geographic information system (GIS) that is able to store, integrate, edit, analyze, share and display geographically referenced information – as we know it from GoogleMaps, Earth, Windows Live Maps, MapQuest and many other appliances. Based upon all that data, parking maps is generated geo coded in green, yellow and red depending on parking availability. P-MAPS: These maps need to get to the users. Three methods exists. Users will be able to access the maps directly on their cell phone over the internet, and thereby have access to them at all times. They will be able to download or print them before leaving for their destination (as google maps for example). A third method will be to access the map directly on your car navigation system that demands either internet connection (where connection speed can be a problem) or frequent map updates. The user types in address and time and a map will appear. Reports give you all the facts on parking duration, turnover, occupancy and availability. Every parking space and transaction is geocoded for presentation in maps, making it easy and intuitive to identify local trends and design policy zones accordingly.
  • ParkedIn 4.0: GPS phones In-built GPS in phones: With online connection and GPS features on cell phones, the user sends live data to the SpotFinder database. Pros: Fast, reliable, live data, Cons: Not yet standard, ParkedIn 5.0: Car navigation system In-built GPS and wireless connection in cars: With online connection and GPS features on car navigation systems such as TomTom and Garmin, parking data is automatically send when car is parked. Pros: In-built, automatic storage, live data Cons:
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • Examples: As this technology becomes more and more standard, you will know where you favorite 5 are, your kids, your friends, your dog, cat, you will know where your employees are, where you’ve just been, see the trekking you did last week, which tactics to use in the next match… Why shouldn’t you also know where to park your car?
  • The key to improving any operation is reliable information.
  • ParkedIN

    1. 1. Need• Time wasted when looking for parking: 7 min/each parking → 14 min/day → 1½ hour/week → 5 days/year• Money wasted on fuel used on looking for parking: 1 mile extra/each parking → 2 mile/day → 730 miles/year → $120-140 in gas/year• Extra CO2 emissions hurts climate: 1000 lbs/year extra per person → estimated 500 million tons/year for SF• Estimates say that up to 50% of traffic in congested areas is comprised of people looking for a space• Finding a parking space adds frustration and unpredictable delays• Emerging parking need due to an increasing urban population and more car owners every day
    2. 2. Approach Triangulation Car GPS Smartphone AGPS Data processing Car navigation system Website Algorithms integrating: - weather - road work Cell phone - events
    3. 3. Approach continuedType Technology Pros Cons OpportunityParkedIn 1.0 AGPS and - Fast - Frequent data - Live directions on edge/3G/4G streams your cell phoneSmartphones - Real time data - Ethic dillema: - Google Earth - Automatic ParkedIn knows integration - Accurate where you are all - Multiple tracking - Easy to use the time features - Detailed dataParkedIn 2.0 GPS - Seamless - Data transferred - Partner with integration manually TomTom andCar Navigation Garmin →System - Accurate - Data has to be parking maps in extractable - Easy to use exchange for - Inaccuracy in - Automatic upload data areas with tall buildings
    4. 4. Approach continuedHow to reach the sufficient data quality on street parking availability that deliversvalue to the customers?Distribute 500 free GPS trackers to selected people geographicallyrepresenting the city of San Francisco.Each GPS tracker stores a month of parking behavior:- Exact location of parking- Time it took to find parking- Distance covered
    5. 5. Benefits Customer Benefits Public and Environmental Benefits • • Cleaner air due to overall Less time finding parking reduction in CO2. • Money saved on gas • Decrease in vehicle congestion • Less stress and frustration • Better oriented drivers (fewer • Easier to plan ahead accidents) • Optimization of available city • More time to enjoy local offerings parking space capacity • New user possibilities: • Deeper understanding of traffic Review your own GPS tracks and flows for future planning parking behavior (stats) • Cost: - Free for contributors - 5$/month for non contributors
    6. 6. CompetitionCompany Product/ User action Difference Level of competition TechnologyMobileParking LLC MobileParking matches Users call a number and is Focus on paid • parking customers with the guided by an operator to the parking optionswww.mobileparking.com closest parking garage that closest available paid parking has space available spaceStreetline Networks Streetline Networks offers No private customers Focus on public ••• parking management customerswww.streetlinenetworks.com systems based on wireless vehicle sensor technology Superior real time parking dataSpotScout SpotScout provides an Users have to create and Focus on paid •• internet based account and subscribe to the parking optionswww.spotscout.com marketplace for parking service. Users can sell their and private information on garages, parking space to highest buyer/seller Similar user interface private/residential and on- bidder. Access to parking agreements street availability information online by mobile phone or computer
    7. 7. Competition continued Company Product User action Difference Level of competition Spark Parking Spark Parking uses wireless Users have to create an Focus on paid •• sensors to detect parking account and subscribe to the parking options www.sparkparking.com availability in paid parking service. Users access the areas. Users can parking information by mobile Similar user interface additionally pay for parking phone or computer using their phone ParkMatch ParkMatch is an online Users have to create an Focus on private • “Craigslist” for short term account. Parking space can be listings www.parkmatch.com parking bought and sold accordingly●●● Direct competitor with better technology and strong financial backing●● Indirect competitor with substitute product and strong financial backing● Not a current threat, can become competitor when focus is shifted towards street parking
    8. 8. Revenue ModelPrimary Revenue Streams:• 5$/month for subscription – customers can pay with money or parking data• 10$/month for pro subscription – gives you access to your entire GPS track historySecondary Revenue Streams:• Website advertisement – banners (e.g. Garmin, TomTom, car parks etc.)• Phone advertisement – adds integrated into parking mapsAlternative Revenue Streams:• The city (traffic, police)• Garmin & TomTom (additional feature on GPS systems)• Real estate companies (traffic data on real estate add)• Various web based mapping services (GoogleMaps, MapQuest etc.)Future Revenue Streams:• When real time data becomes standard (through GPS phone technology or internet equipped car navigation systems), maps can be updated faster Categories of parking maps based on update rates: - Fastest (add $5/month) - Faster (add $3/month)
    9. 9. Sales ForecastLinking Variable Source Estimated Market Potential Value1. Population of San Wikipedia 744,041 Francisco (+ incoming non-resident commuters. Estimate: 500,000) (1,244,041)2. Population in target age Wikipedia 69% 513,388 group (20-65 year) (858,388)3. Amount of households with San Francisco 67% 343,969car/cars Planning and (+ households with more than one car. Urban Research Estimated 100,000) Association (SPUR) (575,119)4. People who say they would Customer survey 75% 257,977use ParkedIn (431,339)5. People who say they would Own estimate 50% 128,988use ParkedIn and actually use (215,669)it6. Number of paying Customer survey 25% 32,247customers (non contributors) (53,917)
    10. 10. Why shouldn’t you also know where to park?
    11. 11. SWOT Strengths Weaknesses • First to build a database with high • No unique technology quality parking statistics • High dependency on user data • Low start up expenses • Unconfirmed relation between data and • Prepared to capitalize coming trends in quality of maps GIS Opportunities Threat • GPS becoming standard in phones, • Overrun by better technology •cars • Wireless vehicle sensors is installed and other mobile devices on every street • Market soars for car navigation systems • Ethic ruling: Companies are not allowed to monitor peoples • Growing usage of mobile phone driving/parking behaviour application
    12. 12. Data challengeAmount of data Quality / value to customers
    13. 13. Spotfinder Smartpark Parkwis e Parkster ParkMe Parkinsight Parkalecious EasyPark ParkemonSpaceacquaint ParkVision FindR

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