This document presents an idea for an online platform that allows customers to book and pay for public transportation tickets online or through a mobile app. It discusses the value proposition, target customer segments, potential partners, costs, marketing strategy, and feedback received on the idea. The summary is: [1] The idea is for an online platform and mobile app that would allow users to book and pay for public transportation tickets, track availability, and receive loyalty benefits through partnerships with transportation companies. [2] The target customer segments are identified as young and middle-aged adults, students, and school children, totaling over 3 million people in Slovakia. [3] Feedback received on the idea suggested initially focusing on

1. UNIVERSITY OF ECONOMICS IN BRATISLAVA
CNAS
Idea Presentation
Raphael B., Michaela T., Laura V.
December 2014

2. Product / Service Introduction

3. Project Plan Following Value Chain
Complaint
collection/
frustration
Technology
(analysis/design/
development)
Benefits for partners: ability to track the
number of sold tickets; improved
communication to customer (information on
time); increased customer retention
Benefits for
customers: ability
to charge/book
tickets online;
ability to track
how many seats
are available;
discounts;
information of
delays

4. Customer Segmentation
Target audience:
• Young/middle aged adults (25-54 years
old)
• Students (20-25 years old)
• School children (10-19 years old)
Total: 62.4% - 3,376,464

5. Behaviour and trends of
customers
• Peeopllee aarree llaazzyy (( eeaassyy waayy off bookkiingg aand paayyiingg ttiicckkeett onlliinee//
vviiaa aapp))
• LL oyyaallttyy beeneeffiittss aand bonusseess (( maakkee peeopllee ussee tthee ssaamee
ttrraanssporrttaattiion ccompaanyy aand ggeett diissccounttss))
• SSaattiissffiieed ccussttomeerrss (( haappyy ccussttomeerrss wiillll lleett ottheerrss tto kknow
aaboutt yyou))
• Peeopllee don’’tt haavvee ttiimee (( sso bookkeed ttiicckkeett iiss beeneeffiitt ––yyou don’’
tt haavvee tto waaiitt fforr buss))

6. Potential Substitutes
Description
ISIC ( for
customers
<26)
ISIC is a substitute because they also offer discount for students <26,
but does not have an integrated system for purchase of tickets, just for
charges of a certain period for use of public transportation. Charge can
be performed online
Bus Cards
Bus cards are substitutes however in order to charge them / use, it
requires personal attendance to the bus station or a terminal where you
can charge. Does not offer online option service. Does not offer benefits.
Tickets
Tickets directly from companies are an alternative because they can be
purchased online. People can rather print them or bring in mobile.
Tickets are also provided via SMS.

7. SWOT
•STRENGHTS
Focused on a big variety of population; A number of discounts included;
Ability to charge/book tickers online/via mobile app; Easy to
purchase/use; Relatively low price; High quality of information for partners
•WEAKNESSES
Lack of experience; High dependence on partnership
relations; Low brand and service awareness
•OPPORTUNITIES
Consumers moving to online ordering; Improved use of
transportation facilities; Expansion to other countries; New
business partnerships; Introduction of new services online
•THREATS
Existing online services of competitors/partners; Slovak government’s
implementation of free train trips for students; Decreased customer
attraction and retention; Introduction of similar services by partners; Not
compatible tickets’check ing devices used by partners

8. Power of networking
• SSucccceessssffull ssttaarrtt-- up ccaan bee sseeeen aass vvaalluaabllee paarrttneerr fforr ottheerr
ccompaaniieess (( baankkss ––sspeecciiaall paayymeentt ssyysstteemss ssucch aass Viiaamo,,
QR ccodeess,, ssttudeentt porrttaallss,, ttrraavveell aaggeencciieess,, ……))
• Buiilldiingg off rreeccoggniittiion off tthiiss sseerrvviiccee aamongg ottheerrss
• SSeerrvviiccee quaalliittyy aawaarreeneessss aamongg bussiineessss aand aamongg
ccussttomeerrss

9. Connectivity to external
stakeholders
• EExxtteerrnaall prrogg rr aammiingg ccompaanyy (( ccrreeaattiion off onlliinee
pllaattfforrm fforr lloyyaallttyy prrogg rraammee ––mobiillee aapplliiccaattiion))
• Compaaniieess whiicch prrovviidee ttrr aavveell sseerr vviicceess aand waantt tto
iimprrovvee sseerrvviiccee deelliivveerryy tto cconssumeerrss baasseed on onlliinee
pllaattfforrm (( EEurrolliineess,, SSllovvaakklliineess,, ZZ sssskk))
• Cuss ttomeerr ss who woulld lliikkee tto haavvee eeaassyy aand ccomfforrttaabllee
aacccceessss tto ttiicckkeettss onlliinee

10. Competitive survey
• IIn Brraattiissllaavvaa rreegg iion tthee maaiin ccompeettiittiivvee prrogg rraammee iiss
Brraattiissllaavvaa''ss iintteegg rraatteed ttrraanssporrtt whiicch offffeerr ccombiinaattiion off
ttrraanssporrtt ccompaaniieess aand prree-- paaiid sseerrvviicceess
• Maaiin ccompeettiittorrss :: SSllovvaakklliineess,, TTurraanccaarr,, EEurrolliineess,, Arrrriivvaa,, iin
tthee neeaarr ffutturree Reegg iioJJeett,, aand lloccaall publliicc ttrraanssporrtt prrovviideerrss))

11. Market stage and competitors
Dot represent the stage of the competitors on the market
Introduction Growth Maturity Saturation
Overallmarket
development
Possible
development
Audience Innovators Early adaptors Early majority Late majority Laggard
Market Small Expanding High Peaked Contracting
Price Medium Medium Medium-High Medium Low
Sales - Expanding High Flattening Moderate
Competition Medium Increasing Moderate High Moderate

12. Costs
• Development of Mobile App: 10.000 EUR
• Development of Company website: 5.000 EUR
• Development of integrated payment system with
transport partners and banking institutions: 5.000 EUR
• Marketing Costs: 2.000 EUR
• Total Costs for implementation: 22.000 EUR

13. Marketing Channels
Marketing Channels
University
û
Target market Description Public Schools Workplace SocialMedia
Teenagers
• Mid-income teenagers or students
financed by their family, from 15-19
years ü ü ü
Middle- aged
Adults
• Mid-income adults between 20-54
years old, seeking for a healthy
lifestyle
û
ü û ü ü
Children
• Mid-income teenagers or students
financed by their family, from 10-14
years
ü ü û ü
ü
ü

14. Marketing Overview
üChanges Necessary
Customer
segments
•Children
•Teenagers
•Middle-age
Adults
•Mid-Income
Key activities
• Aggressive
marketing
• Client
Membership
• Efficient use
of $$ from
fees
Key partners
• Schools
• Newspapers
publishers
• Telecom
Companies
• Banking
Institutions
• Transportatio
n companies
• External
programming
company
Value
proposition
•Individual
approach
•Personal card,
security
•Fast and
convenient
service
•Easy of access
Customer
relationship
•Close
•Online services
•Membership
Channels
• Public
• Schools
• Newspapers
• SocialMedia
• Workplace
Cost structure
• Business Operations + Marketing + Staff +
Mobile App Development
Revenue streams
• Membership fees (5 EUR)
• % over partner sales
Key sources
• Mobile
Application
• Customers

15. Feedback for Ideas
• Focus on bus services providers –no ability to book tickets
online
• Start on Bratislava region –town public transport –check
point for acceptance of service