Ola is a cab aggregator company started by IIT alumni Bhavish Agarwal and Ankit Bhati at 2011. They were provided with angel funds about 30 million dollars by 2012 and 2013

1. OLA CABS – RIDING ON HIGH
Presentation by
Surya Kumar

2. INTRODUCTION
 Abstract:
 December ’14 issue: “Uber’s driver a assaulted a female
passenger”
 This lead to the formation of new regulations (Licensed
radio taxi)
 Consequence:
 Hinder in the growth of OLA
 Alteration in the existing business model

3. BACKGROUND
 Ola is a cab aggregator company started by IIT
alumni Bhavish Agarwal and Ankit Bhati at 2011.
 They were provided with angel funds about 30
million dollars by 2012 and 2013
 All because of the OLA Business model.

4. EXISTING CAB MARKET
 Issues:
 Less operation
 Low customer service
 Low technology
 Fleecing – Taking long routes/ High charge
 Non availability of services
 Long waiting (snail pace)
 Delayed process
OLA cabs identified these issues and used technology
for overcoming these issues.

5. EXISTING CAB MARKET -CONTD
 Indian market:
 12 passenger/1000 people
 Peak cab drivers/business in Mumbai and kolkatta
 Indian market worth = 6 Billion US dollars
 Overall only 5% is organized sectors

6. OLA STRATEGY
Aggregator Model:
 More attractive for drivers as well as customers.
Internet
company
Online
Payment
Smart
Phone

7. BUSINESS MODELS
1. Booking
1. Call customer care
2. Visit website
3. App booking
2. Cab delivery
3. Payment: Cards, Internet banking, OLA money
Cust
Request Idle cabs
Only pickup
location to
cabs
Acceptance
Further
details

8. DRIVER ENTREPRENEURSHIP
 Asset Light model:
 Not owning the cabs hence there is no cost involved.
 Adding operators to the cab
Drivers has to give 10 to 20% commission to OLA and has
to take maintenance and tax operation costs.
Drivers are considered to be the main asset hence more
education and relationship is maintained.

9. OPERATION
 Fleet Optimization
 Customer allotment
 Operation of customer waiting time
 Surcharge
 Dynamic Pricing (Based on time)
 Peak Hours: 2X,3X or Increase of 50Rs
 AMEYO Software solutions
 CIM : CRM+SMS+Cust query
 Technology and Analytics
 Complete back end operation on technology.
 Analytics to manage demand and supply
 Traffic, road condition and utilizing idle time

10. BRANDING AND PROMOTION
 More promotions are made and the brand image is
created.
 Learning is made from the Cust feedbacks
 SERVQUAL is maintained by quality audits.
 40% Promotions are made from the Voice of share.
(Referrals)

11. OLA CABS 2.0
 Uber Issue on Delhi : Driver assaulted a female
 Transformation of Meru, TFS.
 OLA’s transformation Ideas.
 Existing Pressure and Fear of OLA.
 Competitors
 Meru, Easy cabs, Mega, TFS, Uber, Fast Track and
Ride sharing.
 Future of OLA
 Cab Drivers
 OLA
 Customers