Yaygo final 2013 berkeley
 

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Yaygo final 2013 berkeley Presentation Transcript

  • 1. COMFORTABLE COMMUTES Final Presentation April 10, 2013 11 Interviews of 124 total1Michael Vladimer | Ignacio Garcia | Mariana Torres | Brian Murphy
  • 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. 3The idea Affordable, reliable rides using shared shuttles with on-demand ride request and dynamic routing.
  • 4. 4? ? ?
  • 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 But With Commuters, We Found PAIN! “Like being a sardine!” “It sucks. A lot.”
  • 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 As We Tested Channels, Another Customer Emerged OLGAOffice Manager Monthly subsidy per employee GAIN: New employeeperk for recruiting
  • 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? ?
  • 11. 11 We Tested Subscription InterestReached outto 200+ Firms
  • 12. 12 We Tested Subscription InterestReached out 12to 200+ Firms Responded
  • 13. 13 We Tested Subscription InterestReached out 12 8to 200+ Firms Responded Signed Up
  • 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. 15Needed Lower Upfront Costs PRICE/HR REASON Week 1 $100 Rack Rate Week 6 $95 IntriguedWeek 10 $50 Rev Share!
  • 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 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 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 ?
  • 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. 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 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 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
  • 25. April 1st Free Trial 8:00 – 9:00 am 9:00 – 10:00 am
  • 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. 27Video
  • 28. 28Will Yaygo Go On? Maybe. Commuters have real pain But…economics and regulation make transportation tricky So for now…
  • 29. 29The Testing Continues… YAY! GO!
  • 30. 30Appendix
  • 31. 31Week 1
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.