TNC enabled sightseeing transportation opportunities.

1. On
September
19,
2013,
the
California
Public
U<li<es
Commission
established
the
Transporta<on
Network
Company,
allowing
LyF,
Uber,
and
SideCar
to
operate
legally
in
California.
We
asked
the
ques<on:
“Can
this
change
in
legisla<on
spawn
the
birth
of
a
local-­‐powered
transporta<on
service
for
tourists?”
h"p://docs.cpuc.ca.gov/PublishedDocs/Published/G000/M077/
K132/77132276.PDF

2. The
Market
50M+
Visitors
to
NYC
in
2012
spending
$6.8B
on
transportaGon
and
$100M
on
Hop
On
Hop
Off
Ø Hot
spot
bound:
going
to/from
10-­‐20
places
around
the
city
Ø Travel
in
groups
of
~2-­‐3
Ø Willing
to
pay
fixed
price
per
person
Visitor
counts
for
2012
SF:
16M+
NYC:
50M+
Chicago:
46M+
DC:
18.5M+
*NYC
stats
from
NYC
&
Company
h"p://www.nycandcompany.org
*SF
stats
from
h"p://www.sanfrancisco.travel/research/
*NYC
Hop
On
Hop
Off
revenue
h"p://bit.ly/1fJAK9e

3.
Current
Transporta<on
Op<ons
Ø
Ø
Ø
Ø
Ø
Ø
Hop
On
Hop
Off
Buses
Public
Transit
Lya,
Uber,
SideCar
Cabs
Walking
Other
(Trolley
cars,
tour
vehicles…)
We
introduced
a
solu<on
that:
① Focused
on
transportaGon
between
a"racGons
② In
a
car
owned
and
driven
by
a
knowledgeable
local
③ Allowed
the
visitor
to
alight
the
car
at
any
a"racGon
and
text
15
minutes
before
they
wanted
to
be
picked
up

4. Tested
Channels
1.
Outside
sales
at
Union
Square
and
Pier
39.
Learning:
The
near
zero
variable
costs
of
compeGng
bus
services
allowed
them
to
price
drop
up
to
75%.
We
sold
the
service
to
four
customers
for
a
total
income
of
~$340.
2.
20+
Hotel
concierge
Learning:
IncenGvizing
concierge
to
acGvely
sell
the
service
is
difficult.
This
could
be
a
great
complimentary
channel,
but
not
the
first.
3.
Online
through
Google
Search
Learning:
14
potenGal
customers
clicked,
one
completed
the
survey.
A
strong
online
presence
is
needed
to
make
this
work.

5.
Conclusions
Ø Tourism
transportaGon,
given
the
creaGon
of
Lya,
SideCar,
and
UberX,
are
prime
for
disrupGon.
Ø Incumbents
such
as
Hop
On
Hop
Off
buses
have
a
low
variable
cost,
giving
them
pricing
power
and
margin
dollars
to
adverGse
aggressively.
Ø A
strong
online
presence,
coupled
with
a
devout
community
of
city-­‐savvy
drivers,
are
required
to
acquire
customers.
@shaunbjohnson,
@brbayat