Mustafa Degerli - 2017 - Technology Entrepreneurship and Lean Startups - ULAŞ'I'M - V.2 • ULAŞ’I’M - Why, What, and How • Major Changes • Main Issues Addressed • Customers and Customers Spoken to • Customer Workflow • Customer Archetype • Channels • Costs • Business Model Canvas - Refined • Customers Segments • Value Propositions • Channels • Customer Relationships • Revenue Streams • Key Resources • Key Activities • Key Partners • Cost Structure • What’s next?

1. ULAŞ’I’M V.2
Mustafa DEĞERLİ

2. Outline
• ULAŞ’I’M - Why, What, and How
• Major Changes
• Main Issues Addressed
• Customers and Customers Spoken to
• Customer Workflow
• Customer Archetype
• Channels
• Costs

3. Outline
• Business Model Canvas - Refined
• Customers Segments
• Value Propositions
• Channels
• Customer Relationships
• Revenue Streams
• Key Resources
• Key Activities
• Key Partners
• Cost Structure
• What’s next?

7. ULAŞ’I’M - Why
• Many people use local public transportation
facilities (Metro and AnkaRay)
• Need to pay for transportation
• Have an advantageous and convenient way to pay
• Have mostly beneficial information related with
local transportation
• The very first and each of 10th journey is free

8. ULAŞ’I’M - How
• Passengers use their mobile devices with ULAŞ’I’M
app to pay (enough credits should be available in
the app, and credits can be loaded via credit cards
or carrier loadings)
• Mobile devices with ULAŞ’I’M app and transaction
units at the stations seamlessly communicate
• Passengers confirm the operation
• Transaction completed! Have a nice journey…

9. ULAŞ’I’M - What
• Mainly a payment system
• An application (for both iOS and Android) for
passengers
• A system (transaction unit) at the stations

10. Major Changes
• Scale was “fine-tuned!”
• I will think big, but start small
• For the beginning, I will only aim to serve in Metro and
AnkaRay, in Ankara
• Only three stations (ODTÜ, Hacettepe, and Kızılay stations)
• For the beginning, we will mostly concentrate on university
students
• ULAŞ’I’M app will be free

11. Main Issues Addressed
• Three stations (ODTÜ, Hacettepe, and Kızılay stations)
were tested for coverage of main carriers (TURKCELL,
VODAFONE, and Türk Telekom) at the tollgates points, and
sufficient coverage is ensured.
• No coverage problem at the tollgates points
• Alternatives for hardware part were searched and it is
estimated that the unit costs will vary between TRY 900
and TRY 1500.
• For the beginning for units (one at ODTÜ, one at
Hacettepe and two at Kızılay) will be utilized.

12. Customers
• People using local public transportation facilities
(Metro and AnkaRay) (CC1)
• AMM (Ankara Metropolitan Municipality) (CC2)
• Advertising bodies (CC3)

13. Customers Spoken to
• 6 + 15 (students) from CC1
• 1 individual from CC2 (to be)
• 2 from C33 (to be)

14. Customer Workflow
Passenger
ULAŞ’I’M
Metro /AnkaRay Local
Transportation
AnkaraKart

15. Customer Archetype
Customer
Archetype
Mostly university
students
Sensitive to reductions
and/or promotions
Uses Metro / AnkaRay
frequently (like once a day)
Uses mobile devices
actively
Have no fear with
mobile payment
Looks for beneficial info
related with local
transformation

16. Channels
CustomersULAŞ’I’M
- Fliers available in
stations
- Mobile adds
- App Stote & Google
Play
- SMSs
- Billboard advertising
- Phone calls
- Face to face meetings
E-mails
For end
users
For AMM
and ad
bodies

17. Costs
• Estimated values
• Customer acquisition cost: TRY 3.5
• Customer lifetime value: Not determined yet
• Demand creation for the beginning: TRY 13.000

18. Business Model Canvas -
Refined
https://bmfiddle.com/f/#/V47z5

20. Customers Segments
• People using local public/private transportation
facilities (bus, minibus, Metro and AnkaRay taxi,
and etc.) (CC1)
• AMM (Ankara Metropolitan Municipality) (CC2)
• Owners/operators of transportation facilities (bus,
minibus, metro, taxi, and etc.) and related
governance organizations (C3)
• Advertising bodies (CC3)

21. Value Propositions
• Paying transportation fees easily and conveniently. Having
beneficial information (routes, locations, warnings, etc.)
regarding transportation. Getting discounts and/or bonuses per
transportation. (for CC1)
• Alternative and cost-effective way for payments. Creating more
satisfied people and providing differentiating services. (for CC2)
• Providing an easy and convenient paying method for
customers. (for C3)
• Gaining valuable information (location, demographics, etc.) and
advertising/marketing opportunities/media. (for CC3)

22. Channels
• Fliers available in stations. Mobile adds. SMSs.
Billboard advertising. App store and Google Play. (for
CC1)
• Phone calls, face-to-face meetings, e-mails. (for CC2)
• Phone calls, face-to-face meetings, e-mails. (With
Related Governance Organizations) (For C3)
• Phone calls, face-to-face meetings, e-mails. (for CC3)

23. Customer Relationships
• Self-service, dedicated personal assistance, and
automated services. (for CC1)
• Co-creation and dedicated personal assistance.
(for CC2).
• Co-creation and dedicated personal assistance.
(For C3).
• Co-creation and dedicated personal assistance.
(for CC3).

24. Revenue Streams
• Application download fee. Only transportation fee.
(CC1)
• System and hardware sales. (CC2)
• System and hardware sales. (C3)
• Valuable customer data and communication grant.
(CC3)

25. Key Resources
• ULAŞ'I'M App
• Management team
• Engineering team
• Support personnel
• Payment service
• Outsourced hardware

26. Key Activities
• App development and maintenance
• Supplier management (payment service)
• Outsourcing (hardware)
• Marketing
• Selling
• Customer relations

27. Key Partners
• AMM (Ankara Metropolitan Municipality)
• Owners and operators of transportation facilities
and related governance organizations
• Advertising bodies
• Suppliers
• Outsourced organizations

28. Cost Structure
• Staff, office, and management
• App development and maintenance
• Hardware part
• Payment service
• Marketing
• Systems installation
• Systems maintenance

29. What’s next?
• Refine business model IAW class’ comments
• Conduct future interviews
• Mature and finalise the business model

30. Mustafa DEĞERLİ
MD@mustafadegerli.com