1. COMFORTABLE COMMUTES
Final
Presentation
April 10, 2013
11 Interviews of 124 total
1
Michael Vladimer | Ignacio Garcia | Mariana Torres | Brian Murphy
2. 2
The 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
The idea
Affordable, reliable rides using shared
shuttles with on-demand ride request and
dynamic routing.
5. 5
We Eliminated 5 of 7 Potential
Customer Segments Quickly
Segment Interviews Result
Partiers 7 FAIL “I‟d totally use this once a month!”
“It‟s been pretty easy to get
Tourists 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. 7
50 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
OLGA
Office Manager
Monthly subsidy
per employee
GAIN:
New employee
perk for recruiting
11. 11
We Tested Subscription Interest
Reached out
to 200+ Firms
12. 12
We Tested Subscription Interest
Reached out 12
to 200+ Firms Responded
13. 13
We Tested Subscription Interest
Reached out 12 8
to 200+ Firms Responded Signed Up
14. 14
Getting Interested Employees
To Ride Was a Challenge
GOOD: Enthusiasm BAD: Conversion
“I'm 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)
20. 20
Many Regulatory
Concerns
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
But Regulations Are In Flux
We 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 as
getting people out of
cars – that’s a big
deal.” “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 asking
for a Shuttle.”
- Carly Paine, SF MTA
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!
32. 32
Week 2
LaunchPad 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
Week 3
LaunchPad 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
Week 4
LaunchPad 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
Week 5
LaunchPad 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
Week 6
LaunchPad 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
Week 7
LaunchPad 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
Week 8
LaunchPad 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
Week 9
LaunchPad 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
Week 10
LaunchPad 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
Week 12
LaunchPad 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)
Smartphone
Yaygo Enabled: ≈ 120,000 Yaygo
captures 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.