This presentation has been made during the marketing internship under Professor Samur Mathur

1. Hop On
Marketing Plan

2. Do you?
Hate to wait for
long durations
for the bus
to come.

3. Do you?
Don’t know
the bus for the
Route.

4. Do you?
Have
No Change
to give for the
ticket.

5. Well,Solution Is Here.
Hop On Is Here.
 Put the entire network of buses on the map.
 Allow people to find a bus for a particular route.
 Enable more people to easily access the current
location of bus they want to avail.
 Let people have the option of paying the bus fare
through a mobile wallet system.

6. Android
Application
Function
Bangalore
BMTC Info
Gives the details of the BMTC Bus numbers route
details like route length and the number of trips
Moovit Moovit constantly updates as transit operators
change schedules or alter service.
OneBusAway OneBusAway serves up fresh, real-time transit
information in Seattle,Atlanta.
NextBus Gives information about routes of buses of different
agencies.
myBus online Find bus schedules and last position data based on
gps.
Ola,Uber Provides cabs for travelling within city bounds.
Competitors

7. Their Drawbacks
• Information mainly restricted to static information
about the general schedule of buses.
• Apps which provide dynamic data about current
position of bus are absent in large scale cities in
Asia specially India.
• Apps depend on installation of GPS on the buses
to provide data about position of bus. This is not
possible to install GPS on thousands of buses in
large cities.
• Apps like Bangalore BMTC providing even static
information about buses in India restrict themselves
to private AC buses and not local ones.

8. Target Market
Daily Commuters.
to whom time is precious.
• Students
• Office Goers

9. Target Market
Tourists & Visitors
who seek a guide for buses for a route
• Foreign tourists.
• Regional tourists.
• People from a different part of the city.

10. Market Survey
Starting with Kolkata for first trial.
57.88% of the population of the city i.e 11.4 million people
use local bus services for commuting across the city.

11. Introducing Hop On
Gives current position on signing up.

12. 5 coins
Provides static information about Buses
Plying on a particular route requested by the user.

13. Position of the Required Bus
shown on the map
But how does the app manage to?
• no GPS in local buses in Indian Cities
It is a
Give & Take System
that helps Hop On to maintain
track of buses

14. 3 month survey to come up with an intitial database
Featuring all possible bus routes.
Providing a rough estimate of expected time arrival
Of the bus at different stops.
As we grow bigger and people contribute by
“Checking In” ,
our tentative database will only become more
accurate and help to serve people better.
Getting the Database Right

15. Checking In.
When an user gets up on a desired bus, he
checks in through the application.
The application switches on the location of
the smartphone of the user with prior
permission and through the user, our server
accesses the location of the bus he avails.
Now, when another users wants to know
the information of the same bus, our
server uses the previous information to
access the location of the bus for him.

16. Bus Position Determined.
• Thus, the user is contributing to make
the already preloaded database in our
server more accurate.
• Applications sends a location request
every 30 seconds.
• Often an user may forget to check out. In
that case , our server checks out
automatically when it detects a diversion
from the predicted path.
• As an incentive and to make up for the
loss due to mobile data , the application
rewards 5 coins per hour to the user
while he keeps his phone checked in.

17. Collaborations
• MOBILE PHONE MANUFACTURERS
• TELE-COMMUNICATION SERVICE PROVIDERS
• STATE GOVERNMENTS & BUS ASSOCIATIONS.

18. THREATS
• Growing declination in use of Bus Services in larger cities.
• Lack of SmartPhone availability among bus commuters.
• Large drop in battery charge while switching GPS on may
discourage users from doing so.

19. Pricing Strategy
PREMIUMFREE
PLANS

20. Pricing Strategy
• Every user will get 100 Coins to start with.
• Bus Schedules for every route will be available for free.
• 5 Coins (valued at ₹1) will be charged for every request for
the location of the desired bus.
• The application rewards 5 coins per hour to the user while
he keeps his phone checked in.
• Every user will have a mobile wallet system connected to
the app which will allow him to pay the bus fare (₹1 extra)
through that.
FREE

21. Pricing Strategy
• The user will have to pay a monthly subscription of $9 (₹599).
• Bus Schedules for every route will be available for free.
• The user can request for the position of the bus as many times
as he wants for free.
• The application rewards 5 coins per hour to the user while he
keeps his phone checked in.
• Every user will have a mobile wallet system connected to the
app which will allow him to pay the bus fare.
( No EXTRA payment)
PREMIUM

22. Tactics
INCENTIVES
• For every bus, the first person to check in will be rewarded
with five extra coins.
• Refer & Earn – Extra Coins by referring to friends with
unique referral code.
• First 300 users will be using the app for free for
the first month as a part of Beta Testing.

23. Economic Model
.
Stage I – 1st month
Budget for advertisement would vary according to investment.
Factors Expenses
Advertisement (Total)
1. Online
2. Bus & Taxi Panel
3. Roadside Hoarding
1-3,00,000
10,000
2,00,000
1,00,000
Cost of Server(500GB-1TB) 24000
Maintenance(Server) 50,000
4000
14000
24000
34000
User Number
Q1
Q2
Q3
The net investment would be in 3 stages

24. Economic Model
The net investment would be in 3 stages
Stage 2 (Next two months)
Expenses
Income
Factors Cost
Advertisement 1-
2,00,000
Maintenance 50,000
Cost due to incentive to
update
50,000
Salary 1,00,000
Factors Earning
s
Advertisement 36,000
Application 3,20,000
0
1,00,000
2,00,000
3,00,000
4,00,000
Category
1
Income
Profit
Expenses

25. Stage 3 (3 months) Expenses
Income
Factors Costs
Advertisements 50,000
Maintenance 15,000
Cost due to
incentive to update
1,27,500
Salary 2,00,000
Factors Earnings
Advertisements 61,200
Applications 8,20,000
0
2,00,000
4,00,000
6,00,000
8,00,000
10,00,000
Category 1
Income
Profit
Expenses
Economic Model
The net investment would be in 3 stages

26. Promotion & Advertising
FOCUS
• Quality & Accuracy of the service.
• How time can be effectively utilised with the
knowledge of the arrival time of the bus.
• Need for use of Public Transport.
• Convenience in using Public Buses
owing to Hop On.

27. Promotion & Advertising
Modes
• TV Commercials
• Posters on Public Buses & Autos
• Hoardings on Roadside
• Endorsements

28. Promotion & Advertising
Content
• showing how Office-Goers & students save on time by
effectively locating Buses using Hop-On.
• Use of public buses decreases road traffic and
air pollution.
• Convenience in paying the bus fare through the mobile
app thereby putting an end to the trouble of
giving ₹6-7 change.

29. Implementation Strategy
Start with a region in Kolkata
Give first 3 months free service for beta testing.
Full fledged campaigns & advertising.
Expand services throughout the entire city.
Gradually expand to other cities.

30. Goals
• 1 l a k h c u s t o m e r s
• A c t i v e D a t a b a s e p r ov i d i n g
l o c a t i o n o f 7 5 % o f b u s e s
p l a y i n g o n t h e s t r e e t s o f
Ko l k a t a .
• I n c r e a s e i n p e o p l e u s i n g b u s e s
ow i n g t o c o n v e n i e n c e p r ov i d e d
by H o p O n .
• 2 0 % o f c o m m u t e r s p a y i n g
t h r o u g h m o b i l e w a l l e t .
In 6 months

31. So Now
Use
Hop On

32. And
Say NO
to

33. • waiting for long durations
for the bus to come.
• Not knowing the bus for the
Route.
• No Change to give for the
ticket.

34. Context
Boost Public Transport
Save on Time
Save Environment

35. Disclaimer
This presentation has been made by
Rajit Bhattacharya of Jadavpur University
during an internship under
Professor Sameer Mathur of IIM-Lucknow.