Cheapo London aims to empower London commuters to save money and time through delivering commuting advice on their blog, building assistive technology solutions, and campaigning for commuter rights. They have begun building their blog and laying the foundations for a commuting app. Their team consists of students with technical skills and years of commuting experience in London who see an opportunity to fill the gap as no organized independent platform currently exists to serve London commuters across all transportation modes. Their marketing strategy in the first year will focus on social media and low-cost tactics to build awareness while they work on developing their technical offerings and campaigning for commuter issues.

1. 1
CHEAPOLONDON
Commute Smarter, Live Easier
Name: Taher Khan, Timothy Lam
Title: Independent Advisory Blog on Cheaper Commuting
Company Name: Cheapo London
Mailing address: London South Bank University, 103 Borough Road, London, SE1 0AA
Email address: cheapolondon@gmail.com
Direct dial number: 020 7815 7815
Website: www.cheapolondon.co.uk

2. 2
Executive Summary
We empower every commuter to actively save money and time through
 Delivering well researched commuting advice on our blog
 Build quality travel assistive technical solutions
 Campaigning for commuter rights in London and raise concerns to the right people.
We are everyday commuters as well as technical enthusiasts with proven experience in
development and a combined 50 years of commuting in London, our technical ability mixed with
our commuting experience and desire to help fellow commuters puts us in prime position to
further this project and make it the go-to money saving site for commuting.
We have the committed team members, expert advisors already in place, technically we have
started building our blog and have laid down the foundation of our commuting assistive mobile
app, we have completed all the paperwork’s and are a highly organised team.

3. 3
Problem/Opportunity
Commuting in London is fast becoming expensive and time consuming, unexpected delays,
cancellations and strikes. every Londoner wants solutions. This project is aimed at anyone who
is commuting in London, to produce a well-researched platform in the form of a blog to advise
commuters on money and time saving tips. We will hire the best in the industry to advise
commuters and find the best deals for them, we will also endeavour to create ground breaking
technology to that provide real solutions to London commuting problem and campaign on behalf
of commuters. Currently no organised independent pro bono platform exists to serve Londoners
and we are filling this gap.
Many different commuting modes exist in London such as car driving, car hire, Zipcar, car share,
limo hire, chauffeur, bus, train, tram, mini cab, uber, cycle, cycle hire, boat, airline, walking,
coach, scooter and hover boards. We want to be a platform where advice is given about all
types of commuting modes in London, currently this doesn’t exist and commuting companies are
biased as they want to increase revenue.
Currently there is biased advertisement campaigns from commuting companies, we want to
advertise services which are of real benefit to commuters, For example, many train users do not
know that they are able to get a refund for late trains and buses, likewise many car users do no
know how to challenge unfair parking tickets in the right way and therefore increases their
commuting costs.
Unfair Advantage
Our team consists of students with a technical background with experience in development,
usability, marketing and years of commuting experience. In addition, our team has knowledge of
project management. We are by no means commuting or travel experts however we are in prime
position to make this start-up successful.
So, in summary, why us?
● Knowledge of research and project management
● Technical skills in development of web and mobile applications
● Access to knowledge and guidance through university teachers and entrepreneurs
programme.
● Initial access to technical tools to build our project
● Space to work and collaborate effectively at the university.
● Ability to conduct focus groups and questionnaires.

4. 4
Sales and Marketing (Target Markets)
Marketing
Our primary target are Londoners who live London and those who are visiting London, we have
developed a strategy to target different core groups of commuters from students, employees,
parents, the unemployed, teenagers, recreational commuting and tourists.
We will take our service to the market by using low cost marketing techniques, the following
methods will be used
1. Social Media – We have access to advisors who are social media experts, we have also
setup accounts on Facebook, twitter, Pinterest, Instagram and are already making
effective use of these platforms.
2. Branding – We are using our technical skills to create a brand for cheapo London.
3. Posters & Flyers – We have designed posters and flyers which will be circulated online
and through print media to initially get the word out.
4. Writing in the LSBU newsletter – As students at this university we are vying to use the
universities marketing tools to get access to fellow students.
Sales
Reviewing assistive travel technology – we want our technical side to flourish for this cause and
will be making videos
Ticket sales – by the third year we hope to become ticket resellers for the tfl and other rail
companies, we will sell based in line with our objective to provide cheaper travel and time saving
ticket purchase through our app.
Competition
As mentioned before we will primarily start off as a online platform to bring about change and aid
commuters through different mediums such as technology. Our competitors are 3 different types,
rights campaigners, web based companies and mobile based companies who provide
commuters travel assistive technology.
Competitor Abilities Inabilities
Moovit Provides a good interface
Highly usable and reliable app
to save time navigating through
London.
Doesn’t address problems faced
by commuters in London.

5. 5
Trainline Good interface, sells tickets at
good prices.
Doesn’t address problems faced
by commuters in London
TFL Londons Primer travel network, We aim to work with the TFL in
the following ways
 using their API
 liasing to campaign about
commuter concerns
 Be a medium for
commuters to talk to tfl
Google Trusted platform
Excellent reliable maps app
which makes commuting faster.
Doesn’t address commuter
concerns
Lonely Planet A good website for international
travel
Broke Londoner Good initiative Not regularly updated
Content is old
Budget London Good initiative Not regularly updated
A life of More Good initiative Not regularly updated
London Travel Watch Reports on commuter issues
Trusted and funded by the
government
Maybe seen as impartial during
stressful periods such as strikes
Citizens advice bureau Deals with commuter concerns Low online presences
London Cyclist Advises cyclists in London
Advices usage on assistive
technology
Poor online platform
Limited to one mode of travel
only.
Business Model
YEAR 1
October 16 – Sep 17
YEAR 2
Oct 17 – Sep 18
YEAR 3
Oct 17 – Sep 18

6. 6
INTAKE FUNDING
We will look to get funding
Different organisations.
Currently we are looking to
get
Funding from the jack petchy
Foundation and the princes
trust.
We are mainly looking to
build trust
With commuters during the
First year.
LOCATION BASED ADS
We hope to release our
app
The second year and
start making money
through location based
ads. Example a
person commuting thorugh
Liverpool street for the first
time, the app will show
ads
For local places to eat.
DATA
We want to collect
data
of our users on their
Travel habits and
sell data to
corporate
companies who
maybe
have an interest in
the data.
Forecast
Year 1 Year 2 Year 3
Revenue Funding - £3000
Video reviews – not
forecasted yet
Location based ads -
£5,000
Location based ads
£8,000
Data sales £5,000
Tickets sales – not
forecasted yet
Outgoings Web hosting £10.00 Web hosting £29.00 Web hosting £29.00

7. 7
Team
Our team are all computing students and can work on the technical aspects of this project
ourselves, therefore saving money and using the money to campaign for commuter rights and
concerns. We are not commuter experts; however, we can reach out to others to help us with
our initiative, in some ways we see ourselves as the facilitators of this initiative. We also aim to
hire speakers who are working in the travel industry to deliver webinars. We aim to call others to
support us by writing for our blog, taking part in the development and to help us campaign for
commuter rights.

8. 8
Status and Milestones
we have 3 distinct goals for our blog as mentioned in the executive summary and we are
working hard to fulfil all three. Below are some achievements so far.
Web Platform – Has been setup and nearly finished.
App – we have laid the foundations of a ground breaking money saving app to be launched
exclusively for London’s commuters.
Branding – Branding is being done and be ready by November 30th.
Blogs – Currently we writing three blog pieces a week
Marketing strategy – we are in talks with some travel experts to deliver webinars through our
platform.
Appendix
BusinessPlan DocumentFormat
We have used Guy Kawasaki’s business template to go along with the presentation
theme, we have answered all 23 of the questions in the coursework within the text
of our business plan.