The document discusses a child transportation service called Li1ee Journey. It begins by noting that transportation is a top reason parents have to scale back their careers. It then discusses the target customer segments of busy working parents and their children aged 8-15. It explores using trusted drivers from certain professions. The document considers an initial value proposition of providing trustworthy, dedicated transportation for after-school activities to give parents peace of mind. It discusses learning from pilot users, including positive feedback and suggestions for improvement. The document examines refining customer segments and value propositions to better meet user needs.

1. Li1ee
Journey
Be
a
parent,
not
a
chauffeur
Ritu Narayan, GSB
Maayan Yavne, GSB
Yang Zi Dong, MS&E
Eric Lam, CS

2. Child Transportation
Busy Parents
Initial Hypothesis
d Transportation is the #1 reason why parents have to scale down their car
beginning

3. Busy Parents
ous working professional
s who do not like to rely
going social reciprocity
Children
Children from ages 8 - 15
mer
segments:
our
ini;al
hypothesis
Drivers
Individuals from trus
professions working in
who need supplemen
income

4. =
+
We enable point-to-point transportation of kids for their after-school activities
ace-of-mind
Reduced hassle
proposi;on:
our
ini;al
hypothesis
Trustworthy
transportation service
Dedicated
time

5. ess
Model
Canvas
-­‐
Week
2

6. r Real Users
t Riley
Meet Yash
Experienced scheduling/dispatching/driving
Understood pickup/drop-off complexity
Realized significance of child experience
“Outstanding customer service”
“Recommend: 5 - absolutely”
“It will be great to know in advance who is picking up”
Meet Ben
“Text info was very helpful”
“An inefficient route from Pinewood to Home”
“My only concern was how a change might impact
you”
got
out
of
the
building...

7. Parents
want
to
change
their
exis;ng
solu;on
only
during
transi;ons:
Nanny
leaves,
parents
take
more
demanding
job,
kid
transi6ons
from
elementary
to
middle,
new
a9er-­‐school
ac6vity
Windows
of
opportunity
are
correlated
with
breakdown
of
current
solu6on
Parents
value
our
service
against
their
exis6ng
op6ons
on
a
cost-­‐basis
-­‐
they
do
not
calculate
opportunity
costs
Doub6ng
our
ini6al
value
proposi6on
e
we
went
wrong...
Need
to
find
segments
for
whom
our
serv
holds
the
highest
value

8. Dry Cleaning
Groceries
Full concierge services for busy parents
Transportation
ing
other
Value
Proposi;ons
Cooking

9. Transportation Companies
Independent Drivers
Schools
Corporations
HR (Recruitment)
HR Consultancies
Activity Centers
HR (Benefits)
Benefit Aggregators
hypotheses
for
value-­‐based
customers
segments

10. ess
Model
Canvas
-­‐
Week
6

11. Transportation Companies
Independent
Drivers
Sc
Corporations
HR (Recruitment)
HR (Benefits)
Long Term Solution
HR Consultancies
e
we
were
wrong
Benefit Aggregators
Activity C

12. e
we
were
right?
liftee.webflow.com
Facebook advertising

13. There is a strong need for child transportation
280 Unique Visitors
e
we
were
right?
20 Pilot Signups
“When are you launching?”
“I’m calling other parents”
© 2012 Steve Blank from the Startup Owner’s M

14. Child
-­‐
DelighOul
child
experien
-­‐
Handoff/pickup
concier
Price
Conscious
oling
age
driver
plaOorms
Drivers
-­‐
Value
advanced
scheduling
-­‐
Value
addi;onal
leads
spira;onal-­‐Value
and
safety
valida;on
hypothesis
to
test
value
based
pricing

15. ess
Model
Canvas:
Week
9

16. recruited
Uber
type
driver:
mercial
license
and
insurance
charge
by
hour,
no
Uber
pricing
for
advanced
scheduling
Uber
only
to
fill
in
on
demand
down
6me
We
signed
up
a
carpool
ride
Liked
personalized
experience
of
car,
chat,
and
music
in
car
Influenced
parents
to
provide
high
NPS
We
delivered
the
ride
carpool
parents
Enjoyed
Service,
Convenienc
Flexibility
Price
per
ride
expecta6on
belo
even
Cost
($50
per
hour)
>
Price
per
ride
($20
for
½
hour
carpool)
got
out
of
the
building...

17. nts
love
ease
and
convenience
of
LiVee
LiVee
driver
persona:
Reliable,
Kids
friendly,
and
can
act
as
concierge
Kids
have
an
influence
reten6on
nts
are
great
referrals,
LTV
can
be
high
$800
Needs
valid
license
and
insurance
coverage
Kids
can
be
delighted
b
paying
aUen6on
to
the
preferences
ing
needs
to
work
for
ongoing
repeat
use
Driver
Parent
Rela6onship
e
are
we
now?
Should
think
Advance
scheduling
=
Lower
cost
Advance
scheduling
Delighul
and
high
trust
family
experience

18. ah
schedules
a
ride
Mike
delivers
the
ride
Schedule
a
ride

19. h
tracks
Jenny’s
ride
rah
rates
Mike
aVer
the
ride
Track
and
Rate
your
ride

20. Investment
Readiness
Level
Road
Ahead:
Run
more
Pilot
Validate
unit
economics
Refine
Parent
and
Driver
segments
Validate
mul6
kids
per
car,
carpool
viability
5
e
ready
for
investment?

21. http://www.youtube.com/watch?v=skwSCA7ZDHY
ney Video

22. ndix

23. arket Sizing Estimate (High Performance
dividuals)
umber of Full time Working Women in the
S
p 10% income
S Average fertility Rate
d Activities/week
eeks per year
obile ownership
erage Price per Trip
Strong interest - willingness to Pay
ated
Market
Size
43,200,000
4,320,000
2.1 kids/women
TAM: $18.1 B
SAM: $11.1 B
2
50
61%
$20
10%
TM: $1.11 B

24. e;;ve
landscape?

25. Metrics
What it means for us
Value
Lifetime
Value
50% of our overall families estimated to be under
subscription plan given repeat and predictable nature
of school and activity rides. This gives us a high LTV
per user
$800 per family
Price per
ride
Fixed price + Mileage + Time
Average distance = 5 miles, Average time = 30 minutes
$22 per ride per kid (Assumption)
Cost per
ride
Driver pay (assuming driver has own vehicle, is
licensed and insured, is paying for gas)
$17 per ride per kid (Assumption, still
validating driver fit vs. cost)
Margin per
ride
We expect people to pay comparable price of Uber X
and additional 15-20% premium for trust and safety for
kids.
20% over driver cost per ride
Customer
Acquisition
Cost
Referral, online, and direct sales to grow customer
base
$20- 50 per user (online vs. offline
sales)
cs
that
maXer

26. Metrics
What it means for us
Value
Number of
Referrals
Referrals from existing families will reduce marketing
cost and increase loyal base
2 referrals per current family
per year
Number of new
family sign ups
Grow customer base - same city area, expand to
new cities
10 new family per week
% of families in
subscription
At least 2 rides per week for 10 months in a year
50%
Churn
Number of customers leaving per year and not
returning back
20%
Operational
Cost
We will have an ongoing cost of insurance for driver,
background checks, direct sales, customer support,
and R&D
Insurance - around $2000
per year per driver
Background check - $30 per
driver, Direct Sales - $
50,000 per year, Customer
Support - $10 per call, R&D 500k
cs
that
maXer
contd..

27. cial
and
Opera;ons
Timeline
Assumptions:
●
●
●
●
●
●
●
Number of kids per family: 2
Number of months in year: 1
% Family in Subscription: 50
# Pay per use rides per fam
month : 4
# Subscription rides per fam
month: 20
Average Price per ride: $20
% Liftee commission: 20%