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COMFORTABLE COMMUTES Final Presentation April 10, 2013 11 Interviews of 124 total1Michael Vladimer | Ignacio Garcia | Mari...
2The LLP Team    Michael Vladimer                        Ignacio Garcia   Haas School of Business, MBA „13       Haas Sc...
3The idea Affordable, reliable rides using shared shuttles with on-demand ride request and dynamic routing.
4?   ?       ?
5 We Eliminated 5 of 7 Potential Customer Segments QuicklySegment    Interviews   ResultPartiers       7        FAIL     “...
6    But With    Commuters, We    Found PAIN!    “Like being a sardine!”    “It sucks. A lot.”
750 Interviews, Two Archetypes        MARK                       PETER     Marketing Mgr            Product Manager       ...
8 As We Tested Channels, Another Customer Emerged     OLGAOffice Manager Monthly subsidy per employee      GAIN: New emplo...
9  Canvas Evolution:  Customer Segment      Week 1             Week 4            Week 12Customer Segment   Customer Segmen...
10?        ?
11 We Tested Subscription InterestReached outto 200+ Firms
12 We Tested Subscription InterestReached out         12to 200+ Firms   Responded
13 We Tested Subscription InterestReached out         12          8to 200+ Firms   Responded   Signed Up
14Getting Interested EmployeesTo Ride Was a ChallengeGOOD: Enthusiasm            BAD: Conversion     “Im just tired of    ...
15Needed Lower Upfront Costs           PRICE/HR     REASON Week 1      $100       Rack Rate Week 6      $95        Intrigu...
16      Our Economics Clarified                                 $ in                                                      ...
17 Canvas Evolution: Revenue Streams     Week 1             Week 6            Week 12Revenue Streams   Customer Segment   ...
18 Canvas Evolution: Cost Structure      Week 1            Week 8             Week 12Cost Structure    Cost Structure     ...
19     ?
20Many RegulatoryConcerns   On-demand    Rideshare   Multiple, Paid                       “Yaygo is not    Pick-ups     ...
21But Regulations Are In FluxWe Interviewed:            They Told Us:    CA & SF Public          Re-writing policy due to ...
22 We Found Allies & Momentum“Position yourself asgetting people out ofcars – that’s a bigdeal.”                        “W...
23 Canvas Evolution: Key Partners      Week 1                 Week 5                Week 12Key Partners           Key Part...
24
April 1st Free Trial    8:00 – 9:00 am     9:00 – 10:00 am
April 1 Test Results                  People   want to ride Yaygo                  No   legality issues during test  5 r...
27Video
28Will Yaygo Go On? Maybe. Commuters   have real pain But…economics    and regulation make transportation tricky So   ...
29The Testing Continues…        YAY! GO!
30Appendix
31Week 1
32Week 2LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                         VALUE PRO...
33Week 3LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                  VALUE PROPOSI TI...
34Week 4LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                  VALUE PROPOSI TI...
35Week 5LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                  VALUE PROPOSI TI...
36Week 6LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                                  ...
37Week 7LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                  VALUE PROPOSI TI...
38Week 8LaunchPad Cent ral  KEY PARTNERS                               KEY ACTI VI TI ES                  VALUE PROPOSI TI...
39Week 9LaunchPad Cent ral  KEY PARTN ERS                              KEY ACTIVITIES                     VALU E PRO PO SI...
40Week 10LaunchPad Cent ral  KEY PARTN ERS                              KEY ACTIVITIES                     VALU E PRO PO S...
41Week 12LaunchPad Cent ral  KEY PARTNERS                             KEY ACTI VI TI ES                  VALUE PROPOSI TI ...
Size of the Opportunity                                SF-SF Commuters:                                 ≈334,000 (2011)   ...
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Transcript of "Yaygo final 2013 berkeley"

  1. 1. COMFORTABLE COMMUTES Final Presentation April 10, 2013 11 Interviews of 124 total1Michael Vladimer | Ignacio Garcia | Mariana Torres | Brian Murphy
  2. 2. 2The LLP Team Michael Vladimer Ignacio Garcia Haas School of Business, MBA „13  Haas School of Business, MBA „13 Mariana Torres Brian Murphy City & Regional Planning, MCP „13  School of Information, MIMS ‟14
  3. 3. 3The idea Affordable, reliable rides using shared shuttles with on-demand ride request and dynamic routing.
  4. 4. 4? ? ?
  5. 5. 5 We Eliminated 5 of 7 Potential Customer Segments QuicklySegment Interviews ResultPartiers 7 FAIL “I‟d totally use this once a month!” “It‟s been pretty easy to getTourists 6 FAIL around…” Event “I like Uber – cost isn’t really an 5 FAIL Goers issue for events like this.”Students 5 FAIL “I usually just walk around school.” “We already work with lots of Hotels 4 FAIL transportation companies…”
  6. 6. 6 But With Commuters, We Found PAIN! “Like being a sardine!” “It sucks. A lot.”
  7. 7. 750 Interviews, Two Archetypes MARK PETER Marketing Mgr Product Manager Usage Fee Yield Management (Monthly) (Daily) GAIN: GAIN: alternative to long, occasional solution complex Muni when he needs to commute commute
  8. 8. 8 As We Tested Channels, Another Customer Emerged OLGAOffice Manager Monthly subsidy per employee GAIN: New employeeperk for recruiting
  9. 9. 9 Canvas Evolution: Customer Segment Week 1 Week 4 Week 12Customer Segment Customer Segment Customer SegmentHotels Hotels *Shuttle Cos.Companies *Employers *Tech EmployerCommuters *SF Commuters Perk ManagersEvent-Goers Event-Goers *Tech Co. EmployeesPartiers PartiersStudents StudentsTourists Tourists
  10. 10. 10? ?
  11. 11. 11 We Tested Subscription InterestReached outto 200+ Firms
  12. 12. 12 We Tested Subscription InterestReached out 12to 200+ Firms Responded
  13. 13. 13 We Tested Subscription InterestReached out 12 8to 200+ Firms Responded Signed Up
  14. 14. 14Getting Interested EmployeesTo Ride Was a ChallengeGOOD: Enthusiasm BAD: Conversion “Im just tired of 63 Riders having to stand on Interested the bus every day. I want a seat!” 18 Sign Ups “Muni continues to get worse & driving is too 5 Riders expensive” (Free April 1 Test)
  15. 15. 15Needed Lower Upfront Costs PRICE/HR REASON Week 1 $100 Rack Rate Week 6 $95 IntriguedWeek 10 $50 Rev Share!
  16. 16. 16 Our Economics Clarified $ in $ out OLGA MARK PETER $50/hr + Office Manager Marketing Mgr Product Manager 20% REV (for Mark) (monthly) (daily) $200/mo $50/mo $90/mo (20 rides) (25 rides: 20 co. (6 rides) rides + 5 out of pocket rides)Pricing per Ride: Monthly subscription: $10; Daily: $15
  17. 17. 17 Canvas Evolution: Revenue Streams Week 1 Week 6 Week 12Revenue Streams Customer Segment Customer SegmentPer-Ride Fee Per-Ride Fee Per-Ride FeeHub Sales *Hub Sales Subscriptions *Subscriptions *Company subsidy for employees
  18. 18. 18 Canvas Evolution: Cost Structure Week 1 Week 8 Week 12Cost Structure Cost Structure Cost StructureShuttle rental Shuttle rental *Shuttle rental(high, upfront) (high, upfront) (low, upfront)Fixed costs *Shuttle rental *Revenue share (medium, upfront) with supplier (low, Fixed costs post-service) Fixed costs
  19. 19. 19 ?
  20. 20. 20Many RegulatoryConcerns On-demand Rideshare Multiple, Paid “Yaygo is not Pick-ups viable. You should pivot.” Stops/Zoning - Cliff, Weeks 1-4 Union, Industry and Gov Resistance
  21. 21. 21But Regulations Are In FluxWe Interviewed: They Told Us: CA & SF Public Re-writing policy due to Utilities Commission consumer outcry Open to rideshare solutions, with caveats Encouraging rideshare and transit innovation Approved to operate…for now
  22. 22. 22 We Found Allies & Momentum“Position yourself asgetting people out ofcars – that’s a bigdeal.” “We’ve spoken to the - Ratna Amin, SPUR CA PUC to make sure what Ridepal is doing is legal, and so far it is.” - Nathalie Criou, Ridepal CEO“Potrero Hill is askingfor a Shuttle.” - Carly Paine, SF MTA
  23. 23. 23 Canvas Evolution: Key Partners Week 1 Week 5 Week 12Key Partners Key Partners Key PartnersShuttle Companies *Shuttle Providers Shuttle ProvidersAdvocacy Groups Advocacy Groups Advocacy GroupsBars, Clubs, Rest. Bars, Clubs, Rest. EmployersEmployers Employers Transit AgenciesStadiums, Conv. Stadiums, Conv. *GovernmentUniversities,Schools Universities,Schools AgenciesHotels, Museums Hotels, Museums *Transit Agencies
  24. 24. 24
  25. 25. April 1st Free Trial 8:00 – 9:00 am 9:00 – 10:00 am
  26. 26. April 1 Test Results  People want to ride Yaygo  No legality issues during test 5 riders  Validated $10/ride; $250/month  Google Maps work for Beta Trials 1 subscriber  Happy riders!
  27. 27. 27Video
  28. 28. 28Will Yaygo Go On? Maybe. Commuters have real pain But…economics and regulation make transportation tricky So for now…
  29. 29. 29The Testing Continues… YAY! GO!
  30. 30. 30Appendix
  31. 31. 31Week 1
  32. 32. 32Week 2LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le co mp a n ie s » Dyn a mic sh u t t le  GAIN : Efficie n t , Se lf-cu st o mize d rid e r Pa rt ie rs » ro u t in g » e n jo y a b le co m m u t e p ro file »  Sh u t t le IGNORE Co mmu t e rs » Pro vid e r s »  D y n a m ic p r icin g  Rid e ch e ck -in (p la ce h o ld e r u n t il we »  GAIN : Re lia b le t h r o u g h Fa ce b o o k re -a sso cia t e wit h n e w  N GO s /Ad vo ca cy p ick u p t im e » » co mmu t e r se g me n t s) g ro u p s s u p p o r t in g  Qu a lit y co n t r o l » m o b ilit y s o lu t io n s » s h u t t le s /d r ive r s /r id e r s GAIN: Sa fe » t ra n sp o rt a t io n » Eve n t -g o e rs »  Ba rs , clu b s a n d KEY RESOURCES CHANNELS re st a ura nt s »  D e le t e »  Te e n a g e r s »  Em p lo y e r s »  GAIN : Tr a ve l in To u rist s »  PH YSICAL: Ba y We b sit e , co mmu n it y groups > 4 »  St a d iu m s , Ar e a Sh u t t le s , g ro u p s & b lo g s » co n ve n t io n ce n t e r s St o p p in g Z o n e s »  Ga in : » Cu s t o m iz e d , fu n  O u r s e r vice is r id e (m u s ic, e t c. ) »  U n ive r s it ie s , n o t cle a r ly ille g a l » s ch o o ls »  M VP: p u b cr a w l » Clo u d /se rve r »  H o t e ls ,  Fe a t u r e s : Ap p & COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »  Fixe d co s t : In s u r a n ce , IT, le g a l, co r p o r a t e »  H u b s a le s »  Su b s cr ip t io n s »
  33. 33. 33Week 3LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le co mp a n ie s » Dyn a mic sh u t t le GAIN: Efficie n t , Se lf-cu st o mize d rid e r Pa rt ie rs » ro u t in g » e n jo ya b le co mmu t e » p ro file » Sh u t t le Pro vid e rs » IGNORE Co mmu t e rs Dyn a mic p ricin g » GAIN: Re lia b le p icku p Rid e ch e ck-in t h ro u g h (p la ce h o ld e r u n t il we NGOs/Ad vo ca cy t ime » Fa ce b o o k » re -a sso cia t e wit h n e w g ro u p s su p p o rt in g Qu a lit y co n t ro l co mmu t e r se g me n t s) mo b ilit y so lu t io n s » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe  GET: Lo ca l » » t ra n sp o rt a t io n » O r g a n iz a t io n s , B2 B Ba rs, clu b s a n d r e fe r r a ls » Eve n t -g o e rs » re st a u ra n t s »  Pa y b y p h o n e via KEY RESOURCES CHANNELS cr e d it ca r d » Te e n a g e rs » Emp lo ye rs » De le t e » To u rist s » St a d iu ms, co n ve n t io n PHYSICAL: Ba y Are a We b sit e , co mmu n it y ce n t e rs » Sh u t t le s, St o p p in g GAIN: Tra ve l in g ro u p s g ro u p s & b lo g s » Zones » >4 » Un ive rsit ie s, sch o o ls » Ou r se rvice is n o t Ga in : Cu st o mize d , fu n Ho t e ls, mu se u ms a n d cle a rly ille g a l » rid e (mu sic, e t c.) » p o in t s o f in t e re st » Clo u d /se rve r » MVP: p u b cra wl » COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Hu b sa le s » Su b scrip t io n s »
  34. 34. 34Week 4LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le co mp a n ie s » Dyn a mic sh u t t le GAIN: Efficie n t , Se lf-cu st o mize d rid e r Pa rt ie rs » ro u t in g » e n jo ya b le co mmu t e » p ro file » Sh u t t le Pro vid e rs » IGNORE Co mmu t e rs Dyn a mic p ricin g » GAIN: Re lia b le p icku p Rid e ch e ck-in t h ro u g h (p la ce h o ld e r u n t il we NGOs/Ad vo ca cy t ime » Fa ce b o o k » re -a sso cia t e wit h n e w g ro u p s su p p o rt in g Qu a lit y co n t ro l co mmu t e r se g me n t s) mo b ilit y so lu t io n s » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe GET: Lo ca l » » t ra n sp o rt a t io n » Org a n iza t io n s, B2 B Ba rs, clu b s a n d re fe rra ls » Eve n t -g o e rs » re st a u ra n t s » Pa y b y p h o n e via KEY RESOURCES CHANNELS cre d it ca rd » Te e n a g e rs » Emp lo ye rs » De le t e »  Sh u t t le St a d iu ms, co n ve n t io n PHYSICAL: Ba y Are a We b sit e , co mmu n it y Pr o vid e r s » ce n t e rs » Sh u t t le s, St o p p in g GAIN: Tra ve l in g ro u p s g ro u p s & b lo g s » Zones » >4 »  Te ch co m p a n y Un ive rsit ie s, sch o o ls »  M o b ile Ap p » e m p lo y e e s (SF-o n ly Ou r se rvice is n o t Ga in : Cu st o mize d , fu n co m m u t e ) » Ho t e ls, mu se u ms a n d cle a rly ille g a l » rid e (mu sic, e t c.) » p o in t s o f in t e re st »  In t r a cit y SF Clo u d /se rve r » MVP: p u b cra wl » Co m m u t e r s : Re t a il COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Hu b sa le s » Su b scrip t io n s »
  35. 35. 35Week 5LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le co mp a n ie s » Dyn a mic sh u t t le GAIN: Efficie n t , Se lf-cu st o mize d rid e r Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » p ro file » Sh u t t le Pro vid e rs » Te ch co mp a n y Dyn a mic p ricin g » GAIN: Re lia b le p icku p GET: Lo ca l e mp lo ye e s (SF-o n ly NGOs/Ad vo ca cy t ime » Org a n iza t io n s, B2 B co mmu t e ) » g ro u p s su p p o rt in g Qu a lit y co n t ro l re fe rra ls » mo b ilit y so lu t io n s » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe In t ra cit y SF » t ra n sp o rt a t io n » KEEP: Lo ya lt y Co mmu t e rs: Re t a il Ba rs, clu b s a n d Pro g ra m, Lo n g -t e rm Wo rke rs » re st a u ra n t s » GAIN: Tra ve l in g ro u p s KEY RESOURCES CHANNELS >4 »  B2 B: Te ch Emp lo ye rs » co m p a n ie s » PAIN: Pe a k in t ra cit y St a d iu ms, co n ve n t io n PHYSICAL: Ba y Are a  O ffice m a n a g e r s co mmu t e s a re  Te ch co m p a n y ce n t e rs » Sh u t t le s, St o p p in g (p e r k g a t e o ve rcro wd e d , e m p lo y e e s Zones » ke e p e rs) » u n p le a sa n t » (Fir s t /La s t M ile in Un ive rsit ie s, sch o o ls » Ou r se rvice is n o t Mo b ile Ap p » SF) » GAIN: Qu ick a n d e a sy Ho t e ls, mu se u ms a n d cle a rly ille g a l » t o b o o k a rid e » p o in t s o f in t e re st » Clo u d /se rve r » GAIN: Imp ro ve d  Tr a n s it Ag e n cie s COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Hu b sa le s » Su b scrip t io n s »
  36. 36. 36Week 6LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B NGOs/Ad vo ca cy Te ch co mp a n y re fe rra ls » g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) » Qu a lit y co n t ro l Pro g ra m, Lo n g -t e rm Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s Co n t ra ct s » » t ra n sp o rt a t io n » » Tra n sit Ag e n cie s » GROW: Re fe rra l PAIN: Pe a k in t ra cit y Te ch co mp a n y KEY RESOURCES CHANNELS co mmu t e s a re e mp lo ye e s (First /La st o ve rcro wd e d , Mile in SF) » PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk Sh u t t le s, St o p p in g g a t e ke e p e rs) » GAIN: Qu ick a n d e a sy Zones » t o b o o k a rid e » Mo b ile Ap p » Ou r se rvice is n o t GAIN: Imp ro ve d  W e b s it e » cle a rly ille g a l » sh u t t le u t iliza t io n a n d Clo u d /se rve r » re cu rrin g d e ma n d » COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s » Hu b sa le s »  Co m p a n y s u b s id y fo r e m p lo y e e s (fla t -r a t e p e r m o n t h , ch a r g e p e r -r id e ) » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  37. 37. 37Week 7LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B NGOs/Ad vo ca cy Te ch co mp a n y re fe rra ls » g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) » Qu a lit y co n t ro l Pro g ra m, Lo n g -t e rm Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s Co n t ra ct s » » t ra n sp o rt a t io n » » Tra n sit Ag e n cie s » GROW: Re fe rra l PAIN: Pe a k in t ra cit y Te ch co mp a n y KEY RESOURCES CHANNELS co mmu t e s a re e mp lo ye e s (First /La st o ve rcro wd e d , Mile in SF) » PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk Sh u t t le s, St o p p in g g a t e ke e p e rs) » GAIN: Qu ick a n d e a sy Zones » t o b o o k a rid e » Mo b ile Ap p » Ou r se rvice is n o t GAIN: Imp ro ve d We b sit e » cle a rly ille g a l » sh u t t le u t iliza t io n a n d re cu rrin g d e ma n d »  D ir e ct Sa le s » Clo u d /se rve r » COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s » Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r- rid e ) »
  38. 38. 38Week 8LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B NGOs/Ad vo ca cy Te ch co mp a n y re fe rra ls » g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) » Qu a lit y co n t ro l Pro g ra m, Lo n g -t e rm Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s Co n t ra ct s » » t ra n sp o rt a t io n » » Tra n sit Ag e n cie s » GROW: Re fe rra l PAIN: Pe a k in t ra cit y Te ch co mp a n y KEY RESOURCES CHANNELS co mmu t e s a re e mp lo ye e s (First /La st o ve rcro wd e d , Mile in SF) » PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk Sh u t t le s, St o p p in g g a t e ke e p e rs) » GAIN: Qu ick a n d e a sy Zones » t o b o o k a rid e » Mo b ile Ap p » Ou r se rvice is n o t GAIN: Imp ro ve d We b sit e » cle a rly ille g a l » sh u t t le u t iliza t io n a n d re cu rrin g d e ma n d » Dire ct Sa le s » Clo u d /se rve r » COST STRUCTURE REVENUE STREAMS Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s » Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r- rid e ) »
  39. 39. 39Week 9LaunchPad Cent ral KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B NGOs/Ad vo ca cy Te ch co mp a n y re fe rra ls » g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) » Qu a lit y co n t ro l Pro g ra m, Lo n g -t e rm Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s Co n t ra ct s » » t ra n sp o rt a t io n » » Tra n sit Ag e n cie s » GROW: Re fe rra l PAIN: Pe a k in t ra cit y Te ch co mp a n y KEY RESO U RCES CHAN N ELS co mmu t e s a re e mp lo ye e s (First /La st o ve rcro wd e d , Mile in SF) » PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk Sh u t t le s, St o p p in g g a t e ke e p e rs) » GAIN: Qu ick a n d e a sy Zones » t o b o o k a rid e » Mo b ile Ap p » FINANCIAL: Se e d GAIN: Imp ro ve d We b sit e » ca p it a l, g ra n t s, re v- sh u t t le u t iliza t io n a n d sh a re wit h sh u t t le s » re cu rrin g d e ma n d » Dire ct Sa le s » HUMAN: CO ST STRU CTU RE REVEN U E STREAM S Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s » Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r- rid e ) »
  40. 40. 40Week 10LaunchPad Cent ral KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B NGOs/Ad vo ca cy Te ch co mp a n y re fe rra ls » g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) » Qu a lit y co n t ro l Pro g ra m, Lo n g -t e rm Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s Co n t ra ct s » » t ra n sp o rt a t io n » » Tra n sit Ag e n cie s » GROW: Re fe rra l PAIN: Pe a k in t ra cit y Te ch co mp a n y KEY RESO U RCES CHAN N ELS co mmu t e s a re e mp lo ye e s (First /La st o ve rcro wd e d , Mile in SF) » PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk Sh u t t le s, St o p p in g g a t e ke e p e rs) » GAIN: Qu ick a n d e a sy Zones » t o b o o k a rid e » Mo b ile Ap p » FINANCIAL: Se e d GAIN: Imp ro ve d We b sit e » ca p it a l, g ra n t s, re v- sh u t t le u t iliza t io n a n d sh a re wit h sh u t t le s » re cu rrin g d e ma n d » Dire ct Sa le s » HUMAN: CO ST STRU CTU RE REVEN U E STREAM S Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e » Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s » Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r- rid e ) »
  41. 41. 41Week 12LaunchPad Cent ral KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS ER CUSTOM SEG ENTS ER M Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs » ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B NGOs/Ad vo ca cy Te ch co mp a n y re fe rra ls » g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) » Qu a lit y co n t ro l Pro g ra m, Lo n g -t e rm Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s Co n t ra ct s » » t ra n sp o rt a t io n » » Tra n sit Ag e n cie s » GROW: Re fe rra l PAIN: Pe a k in t ra cit y Te ch co mp a n y  Go ve r n m e n t KEY RESOURCES CHANNELS co mmu t e s a re e mp lo ye e s (First /La st Ag e n cie s » o ve rcro wd e d , Mile in SF) » PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk Sh u t t le s, St o p p in g g a t e ke e p e rs) » GAIN: Qu ick a n d e a sy Zones » t o b o o k a rid e » Mo b ile Ap p » FINANCIAL: Se e d GAIN: Imp ro ve d We b sit e » ca p it a l, g ra n t s, re v- sh u t t le u t iliza t io n a n d sh a re wit h sh u t t le s » re cu rrin g d e ma n d » Dire ct Sa le s » HUMAN: COST STRUCTURE REVENUE STREAMS Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Pe r-rid e fe e »  Sh u t t le Re n t a l (lo w , u p fr o n t co s t ) » Su b scrip t io n s »  Re v-s h a r e w it h Sh u t t le Su p p lie r (lo w , p o s t -s e rvice co s t ) Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r- » rid e ) »
  42. 42. Size of the Opportunity SF-SF Commuters: ≈334,000 (2011) SmartphoneYaygo Enabled: ≈ 120,000 Yaygocaptures 5%: captures 20%: 3 12 million trips / yr. million trips / yr. @ $3/ trip: $36 million / @ $3/ trip: $9 million / yr. yr. @ $8 / trip: $24 million / @ $8 / trip: $96 million yr. / yr.
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