12. 12
Founded in 2012 and CEO Daniel Ramot and Oren Shoval
Raised $70 million in investments as of 2016
Currently services 16 square miles of NYC*
*Manhattan up to 125th street and North Williamsburg
13. What is Via?
Think of Via as a bus that’s smart enough to
arrive when you want it and where you want it.
13
14. The Question: Where to go next?
The 2017 MTA fare hike presents a unique opportunity for Via to expand it’s services.
More New Yorkers are already looking for affordable, practical alternatives to public
transportation.
What’s the most strategic location to extend our services to next?
14
15. Assumptions
For pricing purposes, expansion options are limited
to:
1. Areas bordering current service zones
2. An area roughly the size of the first 2 expansions
3. Concentration of commercial activity or rapid
residential growth
15
16. 16
Nadia
The Young Professional
● Age 26
● Works in Midtown East
● “Brunch Queen”
Matt
The New Dad
● Age 34
● Works in SoHo
● “Reluctant Frozen Fan”
James
The Non-Hipster
● Age 21
● Works in Park Slope
● “Coding Guru”
17. N. Harlem Greenpoint S. Williamsburg
17
N/S: 125th st. to 145th st.
W/E: Hudson River to Harlem
River
Gateway to: The Bronx and
Yankee Stadium crowd
N/S: Dupont st. to N. 12th st.*
W/E: Kent Ave. to the B.Q.E.
Gateway to: Queens and Long
Island City
N/S: Grand St. to Flushing Ave.
W/E: Kent Ave. to Humboldt St.
Gateway to: Bedford-Stuyvesant
18. What we’re looking for...
Weekday Rider
trends during Via
operating hours
(6am-12am)
Weekend Rider
trends during Via
operating hours
(10am-12am)
Concentration of
drop-offs around
the same hour in a
2 block radius
18
19. The Cleansing Process
19
Omissions
● Trips outside of Via's operating zone, Harlem, Greenpoint, or
Williamsburg
● Split pickup and dropoff timestamps into separate date and time columns
● Insert column for trip duration
● Trips where passenger count = zero
● Trips where fare amount was not a monetary amount
● Trips where the fare was unusually high
● Trips with a distance of 0
New Variables
● Trip Duration
20. 20
All TLC Pick-ups 2009-2015
*Yellow cabs in white and Green cabs in green
Source: http://toddwschneider.com/posts/analyzing-1-1-billion-nyc-taxi-and-uber-trips-with-a-vengeance/
21. 21
N. Harlem Greenpoint S. Williamsburg
All TLC Pick-ups 2009-2015
*In Via’s target areas
Source: http://toddwschneider.com/posts/analyzing-1-1-billion-nyc-taxi-and-uber-trips-with-a-vengeance/
22. 22
NYC Late Night Taxi Pick-ups
New York City census tracts that have the highest % of their taxi pick-ups from 10pm-5am
Source: http://toddwschneider.com/posts/analyzing-1-1-billion-nyc-taxi-and-uber-trips-with-a-vengeance/
23. 23
Late Night Taxi Pick-ups
*In Via’s target areas
N. Harlem Greenpoint S. Williamsburg
Source: http://toddwschneider.com/posts/analyzing-1-1-billion-nyc-taxi-and-uber-trips-with-a-vengeance/
31. According to the sample data…
Harlem is the most active and highest earning of the 3 zones.
31
Conclusion
32. Next Step: Assessment of local competition
TLC FHV Trip Data
Categorical Variables
● Base Number
● Location ID
● Pickup Date
● Pickup Time
FHV Base Aggregate Report
Categorical Variables
● Base Number
● Base Name
● Company
TLC Taxi Zones
Categorical Variables
● Borough
● Location ID
● Zones (Neighborhood)
● Zone Longitude
● Zone Latitude
*Cab hailing apps such as Uber and Lyft pickup data are listed under the For Hire Vehicle Tables (FHV) 32
33. Conduct an analysis of access to public transportation
in target areas:
● Nearest subway stop(s) to drop-off location
● Nearest bus stop(s) to drop-off location
● Average distance of drop-offs from public
transportation
33
Next Step: Assessment of public transportation
34. Calculate the potential ROI by neighborhood based on
trip data analysis and Via’s pricing structure.
34
Next Step: Assessment of economic value
