The document describes a proposed taxi sharing service called "taxi driver" that would allow customers to book all transportation for a trip from A to B through a single mobile app. The service would combine options like professional drivers, car sharing, rental cars, trains, planes, buses, and bikes. It would automatically adapt to delays using customer mobile data. The prototype was tested through interviews that provided feedback on improvements needed like a more flexible app and focusing on core customer values of reliability, availability, price, safety, and short wait times. Next steps include refining the prototype and finding a competitive advantage versus existing transportation services.

1. taxi driver
Get$you$from$A$to$B.$
Stanford$Venture$Lab$
Technology$Entrepreneurship$Autumn$2012$
Alfredo,$Christoph,$Daniel,$Gustavo,$KonstanFn,$Xavi$$

2. The$pain$of$travel$planning.$
A simple travel plan:
! Car from Stanford to SFO
! Park car at SFO
! airline from SFO to LAX.
! Pick up a taxi from LAX
! Arrive at Malibu.
! Spend a weekend.
! Take a bus shuttle to LAX.
! Fly from LAX to SFO.
! Pick the car and drive home

3. Tired$of$finding$a$free$parking$lot.$
Image:$hLp://www.makingthishome.com/2009/04/17/howRtoRmakeRmallRvisitsRgreener/$

4. Your$are$in$the$middle$of$nowhere.$
Next$taxi,$please?$
Image:$hLp://ellefrostegard.blogspot.de/2010/12/lonliestRpradaRstoreRinRworldRifRyoure.html$

5. Introducing"
taxi driver
Travel made easy."
Wherever you are."
7 days. 24h."

6. Pick$your$Smartphone$ Select$route.$ Done.$
Travel$made$easy$

7. We$combine$travel$opFons$

8. Idea$
• Customer$books$from$A$to$B.$$
• We$book$all$transportaFon$services$in$the$
middle.$$
• Our$mobile$app$is$used$to$adapt$to$delays$
automaFcally.$$
• Booked$taxi$drivers$are$informed.$It$will$be$a$
connected$drive$experience.$

9. How$it$works$on$our$side$
Travel$opFons:$ So]ware:$
• professional$drivers$ • Combine$different$travel$opFons$
• hobby$drivers$$ • One$booking$for$the$customer$
• autonomous$cars$ • Customer$pays$to$us,$we$pay$all$
• car$sharing$(selfRdriving)$ service$providers.$$
• rental$car$(selfRdriving)$ • We$also$automaFcally$detect$delay$
• train$services$ in$transportaFon$via$customer$
mobile$phone.$$
• airplane$services$
• In$case$of$a$delay$we$inform$
• bus$services$
customer$and$all$booked$services$
• bikes$ providers$on$the$road.$$

10. Market$
• We$will$focus$on$US$travel$market$(in$US$$Million)$
Travel' 2001' Share' 2004' Share' %Change'
Sectors'
Leisure$ $117,650$ 56,3%$ $130,050$ 57,4%$ +10,5%$
Corporate$ $91,450$ 43,7%$ $96,450$ 42,6%$ +5,5%$
Total$ $209,100$ 100%$ $226,500$ 100%$ +8,3%$
Source:$hLp://govinfo.library.unt.edu/ncecic/hearings/PCWITravelMarketAnalysis.pdf$

12. Prototyping$$
Results$
hLp://www.solarnavigator.net/inventors/inventor_images/Alec_Issigonis_Mini_car_prototype_sketch.jpg$

13. 3$Step$Approach$
We$did$the$assignment$in$3$steps$
1. Group$adapFon:$Refine$model$within$team$
2. Build$prototype$
3. Face$2$Face$Interviews$
4. Group$adapFon:$Refine$model$within$team$

14. Group$AdapFons$$
• Renamed$group$name$from$“car$sharing$with$
autonomous$cars”$to$“autonomous$taxi”$to$“taxi$
driver”$
• A$more$precise$name$integrated$two$different$
business$models$
• Used$the$various$backgrounds$to$clear$out$main$
issues$before$customer$feedback$
• Started$building$a$clickRprototype$
• Result$of$prototype$and$F2F$interviews$formed$
our$current$business$model$

15. Prototype$
available$at$hLp://goo.gl/TNlwP$
Open$our$app$ Select$Menu$ Select$route$ Select$Fme$ Confirm$&$Pickup$

16. The$QuesFons$for$F2F$MeeFngs$
1.$Age$group$(<18,$18R65,$>65)$
2.$Sex$
3.$Do$you$think$car$sharing$will$play$an$important$role$in$the$future$mobility$market?$
4.$Give$our$"autonomous$taxi$sharing"$service$a$grade$(between$0$and$5)$with$respect$to:$
$$$$R$Newness$
$$$$R$Performance$
$$$$R$CustomizaFon$
$$$$R$Brand/status$
$$$$R$Price$
$$$$R$Cost$reducFon$
$$$$R$Risk$reducFon$
$$$$R$Accessibility$
$$$$R$Convenience/usability$
5.$What$is$your$value$preposiFon$taken$into$consideraFon$your$customer$needs?$
6.$Do$you$see$any$strong$network$effects$when$using$our$service?$
7.$Are$you$saFsfied$with$our$service$–$please$grade$us$on$a$scale$from$0$to$5?$
8.$Are$subsFtute$products/services$available$you$have$already$used?$If$yes,$which$one?$
9.$Are$our$compeFtors$threading$to$offer$beLer$price$or$value?$
10.$Which$addiFonal$customer$needs$could$we$saFsfy?$
11.$What$complements/extensions$of$the$value$preposiFon$are$possible?$
12.$Why$do$you$think$this$is$a$great$idea?$

17. FaceRtoRFace$Interviews$Results$
with$7$colleagues$R$4$female$and$3$male,$all$of$them$30$to$45$years$old$and$with$technical$or$business$background$
1. Future$relevance$of$car$sharing$services$is$high$due$to$posiFve$environmental$impacts,$fix$costs$reducFon$for$car$
owners$as$well$as$limited$parking$space$in$the$ciFes.$Car$sharing$is$also$very$useful$for$people$which$don't$own$a$
car.$However$for$owners$of$luxury$class$cars$is$car$sharing$not$aLracFve$at$all.$
2. Our$idea$is$not$very$innovaFve,$because$there$are$many$quite$similar$services.$That$means$we$have$to$focus$on$
the$newness$of$our$business$model$
3. The$performance$was$graded$from$0$to$5$R$here$is$important$to$offer$a$flexible$app,$e.g.$customer$selecFon$of$
what$informaFon$has$to$be$shown$etc.$
4. Cost$reducFon$was$graded$for$3$to$5$due$to$the$high$potenFal.$
5. Important$value$preposiFon$was$defined$as$follows:$reliability,$availability,$price$(compared$to$taxi,$official$
transportaFon$etc.),$safety$(e.g.$for$women)$as$well$as$short$waiFng$Fme.$These$are$at$the$same$Fme$the$
addiFonal$customer$needs$to$be$saFsfied.$
6. All$persons$agreed$on$the$high$potenFal$of$social$networks$effects$like$favorite$"taxi$driver"$etc.$
7. AddiFonal$aspects$to$be$considered$are:$weekend$use$of$the$service,$focus$on$a$specific$customer$segment$at$
least$at$the$beginning,$conservaFon$of$the$"taxi$drivers"$as$next$possible$customer$group,$consideraFon$of$
traffic$jam,$focus$on$regions$with$bad$quality$of$official$transportaFon,$offer$addiFonal$informaFon$like$possible$
route,$price,$car$details$etc.$when$order$a$taxi.$

18. Support$us$with$your$feedback$
hLps://docs.google.com/spreadsheet/
viewform?
formkey=dHBXaElFTzVpLWpHX2RPUTk5RWpQZ
EE6MQ#gid=0$$

19. Next$Milestones$
• create$more$detailed$prototype$
• prototype$booking$of$mulFple$services$
• prototype$social$network$effect$
• find$sweet$spot$to$compete$against$current$
car$sharing$/$taxi$services$