FROM THE PAST...

1800s

1983

1990s
TO THE PRESENT...
NEW TRENDS
TRENDS
WHO IS MOOVEL?
WHERE WE STARTED...

•
•
•
•
•
•

Transportation systems

Market fit (Mindset)
Market size
Regulations and State’s policy ...
ESTABLISH WHERE...
Modes

Cities
Subway/Metro
Train

Ground

Trolly/tram
Taxi
Bus
Amtrak

Air

Airport
Ferry

Water

Cruis...
Top 3 Cities

Total
Population

% of
millennials

Modes of
Transit

New York

8,244,910

32

8

Boston

4,628,910

36.46

...
AMTRAK - ACELA EXPRESS
COMPETITORS
MILLENNIALS

Stanley
REVOLUTIONIZING URBAN
MOBILITY
EVALUATION
KPIs:

•500,000 Downloads of the Moovel Mobile App.
•25 Million Trips routed through the Moovel App.
ONLINE ADV...
BUDGET
ITEM
Production cost

TOTAL
128,419

Media cost:

Online advertising

1,872,500

Social media advertising

1,171,65...
REVENUE PROJECTION

Transit

New York City

Boston

Washington, D.C.

Acela express (D.C./NY/BOS)

Annual Ridership

1,640...
FINAL RECOMMENDATION
•

Enter New York City, Boston, and Washington, D.C.

•

Amtrak, Public Transportation, Car Sharing, ...
“Revolutionizing Urban Mobility”
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
Graduate Capstone Project: Moovel
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Graduate Capstone Project: Moovel

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Proposing a marketing communications plan for Daimler to enter the digital application market in the USA.

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Graduate Capstone Project: Moovel

  1. 1. FROM THE PAST... 1800s 1983 1990s
  2. 2. TO THE PRESENT...
  3. 3. NEW TRENDS
  4. 4. TRENDS
  5. 5. WHO IS MOOVEL?
  6. 6. WHERE WE STARTED... • • • • • • Transportation systems Market fit (Mindset) Market size Regulations and State’s policy related to transportation Technology compatibility Competition
  7. 7. ESTABLISH WHERE... Modes Cities Subway/Metro Train Ground Trolly/tram Taxi Bus Amtrak Air Airport Ferry Water Cruise Water Taxi Bicycle Alternatives Scooter Skateboard Walk Zip car Car2Go KEY: 13 Cities evaluated Transit Modes Amtrak: Acela Express NYC San Fran Boston DC Philadelphia Chicago Seattle Baltimore Portland Alberta Vancouver Toronto Montreal
  8. 8. Top 3 Cities Total Population % of millennials Modes of Transit New York 8,244,910 32 8 Boston 4,628,910 36.46 8 Washington D.C. 5,700,000 37 11
  9. 9. AMTRAK - ACELA EXPRESS
  10. 10. COMPETITORS
  11. 11. MILLENNIALS Stanley
  12. 12. REVOLUTIONIZING URBAN MOBILITY
  13. 13. EVALUATION KPIs: •500,000 Downloads of the Moovel Mobile App. •25 Million Trips routed through the Moovel App. ONLINE ADVERTISING: •500 Million Ad Impressions through Banner and Facebook Ads •2 Million Unique Visitors to the Website •800,000 Facebook Likes on the Moovel Page •50,000 Twitter Followers of @Moovelen
  14. 14. BUDGET ITEM Production cost TOTAL 128,419 Media cost: Online advertising 1,872,500 Social media advertising 1,171,650 OOH 882,750 3,926,900 Net total 4,055,319 Tax 7% 283,872 Total 4,339,191
  15. 15. REVENUE PROJECTION Transit New York City Boston Washington, D.C. Acela express (D.C./NY/BOS) Annual Ridership 1,640,000,000 400,185,000 343,969,630 3,379,000 8,200,000 2,000,925 1,719,848 16,895 Increase ridership by 0.005% Total Average ticket price MTA ($2.5) 20,500,000 MBTA ($2.5) 5,002,312 WMATA ($3) 5,159,544 Amtrak ($60) Flat fee 2% 1,013,700 410,000 100,046 103,190 20,274 633,610
  16. 16. FINAL RECOMMENDATION • Enter New York City, Boston, and Washington, D.C. • Amtrak, Public Transportation, Car Sharing, Hailo Cab, Bike Sharing • Ongoing, Continuous Campaign FUTURE • Incorporate Carbon Emissions • Integrate into navigation systems • Expand to Vancouver, Montreal, and Seattle • Look to partnering with small business freight
  17. 17. “Revolutionizing Urban Mobility”

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