Presentation of week 3 of the start-up PickUsUp

1. Católica Lisbon School of Business and Economics
Lean Entrepreneurship
11.05.2015
Presentation III

2. Agenda
From Last Class
http://pickusupstartup.wix.com/home#!pickusup/mainPage
Homepage & Blog
Channels & Relationship
Value Proposition
Additional Information
Revenue Streams
Progress on Validation

3. From last class
Customer Segments

4. From last class
Customer Segments

5. Progress on validation
Interviews, Focus Group & Creativity
• Conducted interviews
• with younger target group: 12
• with older target group: 9
• Focus group to get additional input and feedback
• problems of scooter as only means of transport for PickUsUp driver
• need of good reviews  discount for first-time usage
• cars getting dirty by scooter
• Facebook voting on images describing pricing strategy
23 5

6. Value Proposition
Value curve developed during class
0
1
2
3
4
5
6
7
8
Personal
Safety
Convenience
(car at home)
Price Friendliness Availability Trust &
Credibility
Ease of Use Experience
PickUsUp
Taxi

7. Value Proposition
Improvement through conducted survey
Please rate the following 15 attributes based on their importance for the service offered by PickUsUp.
Personal safety 2. Friendliness
Experience Convenience 3.
Helpfulness 7. Price 5.
Different from other services Availability/ coverage 4.
Trust & Credibility 1. Innovative
Ease of use 6. Demonstrating Responsibility 9.
Speed of being picked up 8. Dress code of drivers
Exciting
Based on 145 answered surveys.

8. Value Proposition
Adjusted value curve
• Value curve adjusted based on preferences of potential future customers
• “Helpfulness” mentioned as important attribute: implied by service offering
• Results will help us to focus on the most important aspects: trust & crediblity, availability/ coverage
0
1
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PickUsUp
Taxi

9. Channels to be used
What marketing channels could be used in which ways?
Free Marketing Channels
Type Action Progress
Website Updates about our general business model ✔
Email Marketing Informing people who signed up about changes & news concerning the service
Offering a weekly newsletter to keep people updated
Usage of direct mail to persuade signed up but inactive users
✔
Blog Document our weekly progress ✔
Social Media
(FB, Twitter)
Raising awareness, spreading the idea and communicating our progress
Possibility of using it for feedback  creative validation
✔
✔
SEO Improve our ranking in search engines, enhance being found online ✔
Viral Marketing Make our idea known by spreading it through our video
Communities Create a community of PickUsUp users, e.g. through a user/ membership card later on
PR Publish our idea/ service in Portuguese TV/ newspaper later on
WOM Encourage users to spread our idea further, e.g. through getting 20% off their next drive if they
recommend us
later on

10. Facebook

11. Twitter

12. Channels to be used
What marketing channels could be used in which ways?
Paid Marketing Channels
Type Action
PPC Usage on Google to increase awareness for service
Facebook
Advertisement
Raise Awareness with target groups for our service
Press Coverage Ads in relevant magazines, like TimeOut Lisboa
Parties/ Events Presence in relevant parties/ at night clubs with our scooters to raise awareness for our service
Stickers Offer car stickers to give people the opportunity to show the usage of PickUsUp on their car
Flyers Print flyers to distribute at events, night clubs, restaurants, universities
SMS Persuade signed up, inactive users to use service

13. Sales Channels to be used
How will we sell our product?
SALES
= Individuals using our service
 First steep needed for sales: sign up for
our service on app/ website???
AWARENESS needed
-Through PPC & Facebook adds
-Work on blog & Facebook
-WOM
-Promoters
-Presence at events
 Hypothesis: CH01

14. The Marketing Funnel
Appropriate Actions for different stages

15. The Marketing Funnel
Raising Customers’Awareness

16. The Marketing Funnel
Raising Customers’Awareness

17. Relationship Marketing
How to GET our customers
Persuade target customers to:
-Enter homepage & sign up for
newsletter
-Like Facebook page
-Follow on Twitter
-Download app
Persuade target customers to:
Sign up for app
Channels:
Facebook, Twitter, flyers, flags on
scooters, SEO
Channels:
General e-mail, CTA on Facebook
Persuade target customers to:
Explore app and get used to its
features and the features of the
service
Persuade target customers to:
Use service for the first time
Channels:
Direct e-mail
Channels:
Direct e-mail, SMS

18. Relationship Marketing
How to GET our customers

19. Relationship Marketing
How to GET our customers

20. Relationship Marketing
How to KEEP our customers
Communicate with customers:
-Thank for usage
-Ask for feedback
Communicate with customers:
Keep them updates about
development of company
Channels:
Direct e-mail, in-app messages,
SMS, Facebook
Channels:
Social media, mail newsletter,
direct e-mail, SMS for special
events
Communicate with customers:
Establish direct contact to
specific users:
-Ask for weekend plans
-Recommend usage of service
Channels:
Direct e-mail, SMS
DRIP MARKETING
Adjust the specific messages the users
receive based on their behavior and
preferences!

21. Relationship Marketing
How to KEEP our customers

22. Relationship Marketing
How to KEEP our customers

23. Relationship Marketing
How to GROW our customers
Persuade clients to:
use our service again
Persuade clients to:
Use our service more often
= become a regular client
Channels:
Direct e-mail, SMS
Channels:
Maintain awareness by using
preferred communication
channel, introduce discount card
for regular users
Less relevant at the moment
Persuade clients to:
Recommend our service to
family & friends
Find a famous brand ambassador
after usage of service
Channels:
Direct e-mail, facebook

24. Relationship Marketing
How to GROW our customers

25. Relationship Marketing
How to GROW our customers

26. Revenue Streams
Sources, WTP and Pricing
Source of Revenue:
Customer pays per trip:
basic service fee + variable
fee based on trip
WTP:
Determine the price customers
are willing to pay for the service
Pricing:
Determine preferred pricing model
ZONE MODEL vs.
DISTANCE & TIME MODEL
Possibility of advertising
revenues in the long run
 RS01  RS02

27. Revenue Streams
Pricing Models: Zone Model
• Basic service fee for the usage of
our service
• Variable fee based on the number
of zones passed through during trip
• Short distance (<2km): price of one
zone will be charged
x = number of customers
n = number of zones passed

28. Revenue Streams
• Basic service fee for the usage of our
service
• Variable fee based on the distance of
the trip combined with time needed
Pricing Models: Distance & Time Model
x = number of customers

29. Price Calculation
• Higher wage for drivers during night hours
Using a tariff model
• T1 is the discount tariff – coefficient of 0.9
• T2 is the basic tariff – coefficient of 1
• Changes in demand depending on hour/ day
Example calculation (Distance & Time Model):
Santos – Saldanha (8.5 km), Saturday 11pm
2€/ km  8.5*2€ = 17€;
considering tariff T3: 17€*1.1 = 18.7€
• T3 is the intermediate tariff – coefficient of 1.1
• T4 is the premium tariff – coefficient of 1.2
Distance & Time Model:
• basic fee of 5€
• for distance up to 5 km: 2€ per kilometer
• from 5-10km: 1.75€ per kilometer
• more than 10 km: 1.5€ per kilometer

30. Additional Information
• From the contacted suppliers: main difference is charging time needed
• Update our page
• Change the description of Our Service
• Write Lessons Learned
• Write the description of our meeting
• Create a pop-up on lading page
as CTA to filll in the survey about Value Proposition
• Add the two buttons for social media
• Create a pop-up feature to like our page on Facebook
• Finish the promotional/explanatory video of PickUsUp

31. The PickUsUp Team thanks you
for your attention!
Beatriz Carreira
The Designer
152114018
João Malpique
The Visionary
152114138
Carolin Scharnagl
The Hacker
152114095
Filipe Orvalho
The Hustler
152114055
Romane Soulié
The Hustler
159114629