"Sober Driver" service in U.S.A

1. Marketing plan for
SOBER DRIVER
• Prepared by Alaskarov Mulkikhan
On December 8th, 2017.

2.  Purpose: To introduce potential investor to a unique service
business that is preoccupied with providing low-cost and
comfortable personal driver services.
 About us: “Sober Driver” service is going to take care of you
and your drunk or incapable of driving friends! Relying on our
service will not only ensure your safety but also provide a
comfortable transportation in your own lovely vehicle.
The service is pretty simple, you drink, you call and we
deliver a sober driver that is going to take you to the desired
location.
 Mission statement: We are here to provide people
with safety, comfort, economic benefit and highest
quality service possible.

3.  Target costumer: anyone who has a vehicle regardless of
age, religious beliefs, sex and social standing.
 Size: Market size is around 300000 costumers only in San
Antonio
 Need: There are thousands of alcohol and physical condition
related deaths on the road every year. Given the fact that our
safety as well as safety of beloved ones is very important,
there is an obvious need for this service.
 Perceptual map: This business is going to create a legal
monopoly due to the absence of competitors. Perceptual
map with one business name has no reason to exist.
 Competitors: No local competitors. The closest ones to be
called so are: Uber and Lyft. Luckily they provide Taxi service
rather than personal driver service.

4.  Name: “Sober Driver”
 Product definition: Situation 1) You are having a night out and on your way
back you need a ride, but you are ineligible of driving due to the alcohol
consumption. You drove your own vehicle (economic benefit and comfort) there but
now you can not drive back due to the previously mentioned reason.
Situation 2) You are suddenly stuck with bizarre headache or having any
other health problem that prevents you from safely driving somewhere you need to
drive.
Situation 3) It’s a bad weather outside (raining, snowing and etc.) and you
simply don’t feel like driving your vehicle.
 All of 3 uncomfortable situations are easily solvable by the service our
business aims to provide. We simply deliver a qualified driver to the desired
location and he or she drives you to the location you need to be at in your own
vehicle.
Costumer problem: Letting someone they don’t know in their own
vehicle.
Solution: we will provide our costumers with drivers name, last name and
SSN.
 Distribution channels: We are going to have a specially designed
app, website and call line (for more conservative users)

5.  Strategies: We are going to compare the price of our service to
Taxi, Uber or Lyft services underlying economic benefit of
choosing us, another economic benefit to be underlined is no
need in two-way payment ( you drive to the place by yourself, on
the way back we take care of you.) Safety and comfort are to be
mentioned as well.
 MSRP: $2 basement charge and $0.73 per mile of service as
compared to Uber which charges $0.88 for its cheapest fare.
 Discounting: After 10 miles of service, fare drops to $0.67 per
mile. After the 10th ride with us, the regular price goes down to
$0.67 per mile and $0.60 after 10 miles of service.
 Target unit sales: 25000 miles of costumer delivery during our
first year; doubling every next year and reaching 400000 miles of
costumer delivery on the 5th year of business.

6. Promotion strategies:
1. Flyers: Flyers are going to be placed in bars, clubs and
generally places where people consume alcohol.
2. SMM: Social media marketing is very popular nowadays due
to its enormous spectrum of costumer reach capability.
Several accounts with Sober Driver related content are
going to send friends requests to all people in the area we
are operating. This will be done on Instagram, Facebook and
Snap chat.
3. “Advertising patrol”: There will be a car with Sober Driver
banner on all 4 sides of it. It will circle the most populated
places. It will have a short slogan like “ You drink, we drive”
and will contain a call number as well as the name of our
app on it.

7. Conclusion
Our business is doomed to succeed due to the
low price, absence of competitors and
efficiency for us and our costumers. Sober
Driver is not only economic benefit, it’s also
saved human lives and their gratitude. There is
nothing better than a mixture of the good
income and contribution to the well being of
society!