The document summarizes the evolution of a shuttle service called Yaygo over 12 weeks. In the early weeks, Yaygo focused on serving partiers and event-goers but pivoted to target commuters after learning commuters had significant pain with their current transportation options. Over time, Yaygo refined its customer segments, revenue streams, partnerships, and activities to focus on serving employers and commuters through monthly subscriptions and partnerships with shuttle providers and tech companies.

1. COMFORTABLE COMMUTES
Final
Presentation
April 10, 2013
11 Interviews of 124 total
1
Michael Vladimer | Ignacio Garcia | Mariana Torres | Brian Murphy

2. 2
The LLP Team
Michael Vladimer Ignacio Garcia
 Haas School of Business, MBA „13  Haas School of Business, MBA „13
Mariana Torres Brian Murphy
 City & Regional Planning, MCP „13  School of Information, MIMS ‟14

3. 3
The idea
 Affordable, reliable rides using shared
shuttles with on-demand ride request and
dynamic routing.

4. 4
? ? ?

5. 5
We Eliminated 5 of 7 Potential
Customer Segments Quickly
Segment Interviews Result
Partiers 7 FAIL “I‟d totally use this once a month!”
“It‟s been pretty easy to get
Tourists 6 FAIL around…”
Event “I like Uber – cost isn’t really an
5 FAIL
Goers issue for events like this.”
Students 5 FAIL “I usually just walk around school.”
“We already work with lots of
Hotels 4 FAIL
transportation companies…”

6. 6
But With
Commuters, We
Found PAIN!
“Like being a sardine!”
“It sucks. A lot.”

7. 7
50 Interviews, Two Archetypes
MARK PETER
Marketing Mgr Product Manager
Usage Fee Yield Management
(Monthly) (Daily)
GAIN: GAIN:
alternative to long, occasional solution
complex Muni when he needs to
commute commute

8. 8
As We Tested Channels,
Another Customer Emerged
OLGA
Office Manager
Monthly subsidy
per employee
GAIN:
New employee
perk for recruiting

9. 9
Canvas Evolution:
Customer Segment
Week 1 Week 4 Week 12
Customer Segment Customer Segment Customer Segment
Hotels Hotels *Shuttle Cos.
Companies *Employers *Tech Employer
Commuters *SF Commuters Perk Managers
Event-Goers Event-Goers *Tech Co.
Employees
Partiers Partiers
Students Students
Tourists Tourists

10. 10
? ?

11. 11
We Tested Subscription Interest
Reached out
to 200+ Firms

12. 12
We Tested Subscription Interest
Reached out 12
to 200+ Firms Responded

13. 13
We Tested Subscription Interest
Reached out 12 8
to 200+ Firms Responded Signed Up

14. 14
Getting Interested Employees
To Ride Was a Challenge
GOOD: Enthusiasm BAD: Conversion
“I'm just tired of 63 Riders
having to stand on Interested
the bus every day. I
want a seat!”
18 Sign Ups
“Muni continues to
get worse &
driving is too 5 Riders
expensive” (Free April 1 Test)

15. 15
Needed Lower Upfront Costs
PRICE/HR REASON
Week 1 $100 Rack Rate
Week 6 $95 Intrigued
Week 10 $50 Rev Share!

16. 16
Our Economics Clarified $ in
$ out
OLGA MARK PETER
$50/hr +
Office Manager Marketing Mgr Product Manager 20% REV
(for Mark) (monthly) (daily)
$200/mo $50/mo $90/mo
(20 rides) (25 rides: 20 co. (6 rides)
rides + 5 out of
pocket rides)
Pricing per Ride: Monthly subscription: $10; Daily: $15

17. 17
Canvas Evolution:
Revenue Streams
Week 1 Week 6 Week 12
Revenue Streams Customer Segment Customer Segment
Per-Ride Fee Per-Ride Fee Per-Ride Fee
Hub Sales *Hub Sales Subscriptions
*Subscriptions *Company subsidy
for employees

18. 18
Canvas Evolution:
Cost Structure
Week 1 Week 8 Week 12
Cost Structure Cost Structure Cost Structure
Shuttle rental Shuttle rental *Shuttle rental
(high, upfront) (high, upfront) (low, upfront)
Fixed costs *Shuttle rental *Revenue share
(medium, upfront) with supplier (low,
Fixed costs post-service)
Fixed costs

19. 19
?

20. 20
Many Regulatory
Concerns
 On-demand
Rideshare
 Multiple, Paid
“Yaygo is not
Pick-ups viable. You
should pivot.”
 Stops/Zoning - Cliff, Weeks 1-4
 Union, Industry
and Gov
Resistance

21. 21
But Regulations Are In Flux
We Interviewed: They Told Us:
CA & SF Public Re-writing policy due to
Utilities Commission consumer outcry
Open to rideshare solutions,
with caveats
Encouraging rideshare and
transit innovation
Approved to operate…for
now

22. 22
We Found Allies & Momentum
“Position yourself as
getting people out of
cars – that’s a big
deal.” “We’ve spoken to the
- Ratna Amin, SPUR CA PUC to make sure
what Ridepal is doing is
legal, and so far it is.”
- Nathalie Criou, Ridepal CEO
“Potrero Hill is asking
for a Shuttle.”
- Carly Paine, SF MTA

23. 23
Canvas Evolution:
Key Partners
Week 1 Week 5 Week 12
Key Partners Key Partners Key Partners
Shuttle Companies *Shuttle Providers Shuttle Providers
Advocacy Groups Advocacy Groups Advocacy Groups
Bars, Clubs, Rest. Bars, Clubs, Rest. Employers
Employers Employers Transit Agencies
Stadiums, Conv. Stadiums, Conv. *Government
Universities,Schools Universities,Schools Agencies
Hotels, Museums Hotels, Museums
*Transit Agencies

24. 24

25. April 1st Free Trial
8:00 – 9:00 am 9:00 – 10:00 am

26. April 1 Test Results
 People want to ride Yaygo
 No legality issues during test
5 riders  Validated $10/ride; $250/month
 Google Maps work for Beta Trials
1 subscriber
 Happy riders!

27. 27
Video

28. 28
Will Yaygo Go On?
 Maybe.
 Commuters have real pain
 But…economics and regulation make
transportation tricky
 So for now…

29. 29
The Testing Continues…
YAY! GO!

30. 30
Appendix

31. 31
Week 1

32. 32
Week 2
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le co mp a n ie s » Dyn a mic sh u t t le  GAIN : Efficie n t , Se lf-cu st o mize d rid e r Pa rt ie rs »
ro u t in g » e n jo y a b le co m m u t e p ro file »
 Sh u t t le IGNORE Co mmu t e rs
»
Pro vid e r s »  D y n a m ic p r icin g  Rid e ch e ck -in (p la ce h o ld e r u n t il we
»  GAIN : Re lia b le t h r o u g h Fa ce b o o k re -a sso cia t e wit h n e w
 N GO s /Ad vo ca cy
p ick u p t im e » » co mmu t e r se g me n t s)
g ro u p s s u p p o r t in g  Qu a lit y co n t r o l
»
m o b ilit y s o lu t io n s » s h u t t le s /d r ive r s /r id e r s GAIN: Sa fe
» t ra n sp o rt a t io n » Eve n t -g o e rs »
 Ba rs , clu b s a n d
KEY RESOURCES CHANNELS
re st a ura nt s »  D e le t e »  Te e n a g e r s »
 Em p lo y e r s »  GAIN : Tr a ve l in To u rist s »
 PH YSICAL: Ba y We b sit e , co mmu n it y
groups > 4 »
 St a d iu m s , Ar e a Sh u t t le s , g ro u p s & b lo g s »
co n ve n t io n ce n t e r s St o p p in g Z o n e s »  Ga in :
» Cu s t o m iz e d , fu n
 O u r s e r vice is
r id e (m u s ic, e t c. ) »
 U n ive r s it ie s , n o t cle a r ly ille g a l »
s ch o o ls »  M VP: p u b cr a w l »
Clo u d /se rve r »
 H o t e ls ,  Fe a t u r e s : Ap p &
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
 Fixe d co s t : In s u r a n ce , IT, le g a l, co r p o r a t e »  H u b s a le s »
 Su b s cr ip t io n s »

33. 33
Week 3
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le co mp a n ie s » Dyn a mic sh u t t le GAIN: Efficie n t , Se lf-cu st o mize d rid e r Pa rt ie rs »
ro u t in g » e n jo ya b le co mmu t e » p ro file »
Sh u t t le Pro vid e rs » IGNORE Co mmu t e rs
Dyn a mic p ricin g » GAIN: Re lia b le p icku p Rid e ch e ck-in t h ro u g h (p la ce h o ld e r u n t il we
NGOs/Ad vo ca cy
t ime » Fa ce b o o k » re -a sso cia t e wit h n e w
g ro u p s su p p o rt in g Qu a lit y co n t ro l
co mmu t e r se g me n t s)
mo b ilit y so lu t io n s » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe  GET: Lo ca l
»
» t ra n sp o rt a t io n » O r g a n iz a t io n s , B2 B
Ba rs, clu b s a n d r e fe r r a ls » Eve n t -g o e rs »
re st a u ra n t s »  Pa y b y p h o n e via
KEY RESOURCES CHANNELS
cr e d it ca r d » Te e n a g e rs »
Emp lo ye rs »
De le t e » To u rist s »
St a d iu ms, co n ve n t io n PHYSICAL: Ba y Are a We b sit e , co mmu n it y
ce n t e rs » Sh u t t le s, St o p p in g GAIN: Tra ve l in g ro u p s g ro u p s & b lo g s »
Zones » >4 »
Un ive rsit ie s, sch o o ls »
Ou r se rvice is n o t Ga in : Cu st o mize d , fu n
Ho t e ls, mu se u ms a n d cle a rly ille g a l » rid e (mu sic, e t c.) »
p o in t s o f in t e re st »
Clo u d /se rve r » MVP: p u b cra wl »
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Hu b sa le s »
Su b scrip t io n s »

34. 34
Week 4
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le co mp a n ie s » Dyn a mic sh u t t le GAIN: Efficie n t , Se lf-cu st o mize d rid e r Pa rt ie rs »
ro u t in g » e n jo ya b le co mmu t e » p ro file »
Sh u t t le Pro vid e rs » IGNORE Co mmu t e rs
Dyn a mic p ricin g » GAIN: Re lia b le p icku p Rid e ch e ck-in t h ro u g h (p la ce h o ld e r u n t il we
NGOs/Ad vo ca cy
t ime » Fa ce b o o k » re -a sso cia t e wit h n e w
g ro u p s su p p o rt in g Qu a lit y co n t ro l
co mmu t e r se g me n t s)
mo b ilit y so lu t io n s » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe GET: Lo ca l
»
» t ra n sp o rt a t io n » Org a n iza t io n s, B2 B
Ba rs, clu b s a n d re fe rra ls » Eve n t -g o e rs »
re st a u ra n t s » Pa y b y p h o n e via
KEY RESOURCES CHANNELS
cre d it ca rd » Te e n a g e rs »
Emp lo ye rs »
De le t e »  Sh u t t le
St a d iu ms, co n ve n t io n PHYSICAL: Ba y Are a We b sit e , co mmu n it y
Pr o vid e r s »
ce n t e rs » Sh u t t le s, St o p p in g GAIN: Tra ve l in g ro u p s g ro u p s & b lo g s »
Zones » >4 »  Te ch co m p a n y
Un ive rsit ie s, sch o o ls »  M o b ile Ap p »
e m p lo y e e s (SF-o n ly
Ou r se rvice is n o t Ga in : Cu st o mize d , fu n co m m u t e ) »
Ho t e ls, mu se u ms a n d cle a rly ille g a l » rid e (mu sic, e t c.) »
p o in t s o f in t e re st »  In t r a cit y SF
Clo u d /se rve r » MVP: p u b cra wl » Co m m u t e r s : Re t a il
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Hu b sa le s »
Su b scrip t io n s »

35. 35
Week 5
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le co mp a n ie s » Dyn a mic sh u t t le GAIN: Efficie n t , Se lf-cu st o mize d rid e r Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » p ro file »
Sh u t t le Pro vid e rs » Te ch co mp a n y
Dyn a mic p ricin g » GAIN: Re lia b le p icku p GET: Lo ca l e mp lo ye e s (SF-o n ly
NGOs/Ad vo ca cy
t ime » Org a n iza t io n s, B2 B co mmu t e ) »
g ro u p s su p p o rt in g Qu a lit y co n t ro l
re fe rra ls »
mo b ilit y so lu t io n s » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe In t ra cit y SF
» t ra n sp o rt a t io n » KEEP: Lo ya lt y Co mmu t e rs: Re t a il
Ba rs, clu b s a n d Pro g ra m, Lo n g -t e rm Wo rke rs »
re st a u ra n t s » GAIN: Tra ve l in g ro u p s
KEY RESOURCES CHANNELS
>4 »  B2 B: Te ch
Emp lo ye rs » co m p a n ie s »
PAIN: Pe a k in t ra cit y
St a d iu ms, co n ve n t io n PHYSICAL: Ba y Are a  O ffice m a n a g e r s
co mmu t e s a re  Te ch co m p a n y
ce n t e rs » Sh u t t le s, St o p p in g (p e r k g a t e
o ve rcro wd e d , e m p lo y e e s
Zones » ke e p e rs) »
u n p le a sa n t » (Fir s t /La s t M ile in
Un ive rsit ie s, sch o o ls »
Ou r se rvice is n o t Mo b ile Ap p » SF) »
GAIN: Qu ick a n d e a sy
Ho t e ls, mu se u ms a n d cle a rly ille g a l »
t o b o o k a rid e »
p o in t s o f in t e re st »
Clo u d /se rve r »
GAIN: Imp ro ve d
 Tr a n s it Ag e n cie s
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Hu b sa le s »
Su b scrip t io n s »

36. 36
Week 6
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B
NGOs/Ad vo ca cy Te ch co mp a n y
re fe rra ls »
g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly
mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) »
Qu a lit y co n t ro l
Pro g ra m, Lo n g -t e rm
Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s
Co n t ra ct s »
» t ra n sp o rt a t io n » »
Tra n sit Ag e n cie s » GROW: Re fe rra l
PAIN: Pe a k in t ra cit y Te ch co mp a n y
KEY RESOURCES CHANNELS
co mmu t e s a re e mp lo ye e s (First /La st
o ve rcro wd e d , Mile in SF) »
PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk
Sh u t t le s, St o p p in g g a t e ke e p e rs) »
GAIN: Qu ick a n d e a sy
Zones »
t o b o o k a rid e » Mo b ile Ap p »
Ou r se rvice is n o t
GAIN: Imp ro ve d  W e b s it e »
cle a rly ille g a l »
sh u t t le u t iliza t io n a n d
Clo u d /se rve r » re cu rrin g d e ma n d »
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s »
Hu b sa le s »
 Co m p a n y s u b s id y fo r e m p lo y e e s (fla t -r a t e p e r m o n t h ,
ch a r g e p e r -r id e ) »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se

37. 37
Week 7
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B
NGOs/Ad vo ca cy Te ch co mp a n y
re fe rra ls »
g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly
mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) »
Qu a lit y co n t ro l
Pro g ra m, Lo n g -t e rm
Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s
Co n t ra ct s »
» t ra n sp o rt a t io n » »
Tra n sit Ag e n cie s » GROW: Re fe rra l
PAIN: Pe a k in t ra cit y Te ch co mp a n y
KEY RESOURCES CHANNELS
co mmu t e s a re e mp lo ye e s (First /La st
o ve rcro wd e d , Mile in SF) »
PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk
Sh u t t le s, St o p p in g g a t e ke e p e rs) »
GAIN: Qu ick a n d e a sy
Zones »
t o b o o k a rid e » Mo b ile Ap p »
Ou r se rvice is n o t
GAIN: Imp ro ve d We b sit e »
cle a rly ille g a l »
sh u t t le u t iliza t io n a n d
re cu rrin g d e ma n d »  D ir e ct Sa le s »
Clo u d /se rve r »
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s »
Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r-
rid e ) »

38. 38
Week 8
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B
NGOs/Ad vo ca cy Te ch co mp a n y
re fe rra ls »
g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly
mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) »
Qu a lit y co n t ro l
Pro g ra m, Lo n g -t e rm
Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s
Co n t ra ct s »
» t ra n sp o rt a t io n » »
Tra n sit Ag e n cie s » GROW: Re fe rra l
PAIN: Pe a k in t ra cit y Te ch co mp a n y
KEY RESOURCES CHANNELS
co mmu t e s a re e mp lo ye e s (First /La st
o ve rcro wd e d , Mile in SF) »
PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk
Sh u t t le s, St o p p in g g a t e ke e p e rs) »
GAIN: Qu ick a n d e a sy
Zones »
t o b o o k a rid e » Mo b ile Ap p »
Ou r se rvice is n o t
GAIN: Imp ro ve d We b sit e »
cle a rly ille g a l »
sh u t t le u t iliza t io n a n d
re cu rrin g d e ma n d » Dire ct Sa le s »
Clo u d /se rve r »
COST STRUCTURE REVENUE STREAMS
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s »
Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r-
rid e ) »

39. 39
Week 9
LaunchPad Cent ral
KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS
RELATIO N SH IPS
Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B
NGOs/Ad vo ca cy Te ch co mp a n y
re fe rra ls »
g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly
mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) »
Qu a lit y co n t ro l
Pro g ra m, Lo n g -t e rm
Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s
Co n t ra ct s »
» t ra n sp o rt a t io n » »
Tra n sit Ag e n cie s » GROW: Re fe rra l
PAIN: Pe a k in t ra cit y Te ch co mp a n y
KEY RESO U RCES CHAN N ELS
co mmu t e s a re e mp lo ye e s (First /La st
o ve rcro wd e d , Mile in SF) »
PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk
Sh u t t le s, St o p p in g g a t e ke e p e rs) »
GAIN: Qu ick a n d e a sy
Zones »
t o b o o k a rid e » Mo b ile Ap p »
FINANCIAL: Se e d
GAIN: Imp ro ve d We b sit e »
ca p it a l, g ra n t s, re v-
sh u t t le u t iliza t io n a n d
sh a re wit h sh u t t le s »
re cu rrin g d e ma n d » Dire ct Sa le s »
HUMAN:
CO ST STRU CTU RE REVEN U E STREAM S
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s »
Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r-
rid e ) »

40. 40
Week 10
LaunchPad Cent ral
KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS
RELATIO N SH IPS
Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B
NGOs/Ad vo ca cy Te ch co mp a n y
re fe rra ls »
g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly
mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) »
Qu a lit y co n t ro l
Pro g ra m, Lo n g -t e rm
Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s
Co n t ra ct s »
» t ra n sp o rt a t io n » »
Tra n sit Ag e n cie s » GROW: Re fe rra l
PAIN: Pe a k in t ra cit y Te ch co mp a n y
KEY RESO U RCES CHAN N ELS
co mmu t e s a re e mp lo ye e s (First /La st
o ve rcro wd e d , Mile in SF) »
PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk
Sh u t t le s, St o p p in g g a t e ke e p e rs) »
GAIN: Qu ick a n d e a sy
Zones »
t o b o o k a rid e » Mo b ile Ap p »
FINANCIAL: Se e d
GAIN: Imp ro ve d We b sit e »
ca p it a l, g ra n t s, re v-
sh u t t le u t iliza t io n a n d
sh a re wit h sh u t t le s »
re cu rrin g d e ma n d » Dire ct Sa le s »
HUMAN:
CO ST STRU CTU RE REVEN U E STREAM S
Va ria b le co st : sh u t t le re n t a l » Pe r-rid e fe e »
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Su b scrip t io n s »
Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r-
rid e ) »

41. 41
Week 12
LaunchPad Cent ral
KEY PARTNERS KEY ACTI VI TI ES VALUE PROPOSI TI ONS CUSTOM RELATI ONSHI PS
ER CUSTOM SEG ENTS
ER M
Sh u t t le Pro vid e rs » Dyn a mic sh u t t le GAIN: Efficie n t , GET: Lo ca l Sh u t t le Pro vid e rs »
ro u t in g » e n jo ya b le co mmu t e » Org a n iza t io n s, B2 B
NGOs/Ad vo ca cy Te ch co mp a n y
re fe rra ls »
g ro u p s su p p o rt in g Dyn a mic p ricin g » GAIN: Re lia b le p icku p e mp lo ye e s (SF-o n ly
mo b ilit y so lu t io n s » t ime » KEEP: Lo ya lt y co mmu t e ) »
Qu a lit y co n t ro l
Pro g ra m, Lo n g -t e rm
Emp lo ye rs » sh u t t le s/d rive rs/rid e rs GAIN: Sa fe B2 B: Te ch co mp a n ie s
Co n t ra ct s »
» t ra n sp o rt a t io n » »
Tra n sit Ag e n cie s » GROW: Re fe rra l
PAIN: Pe a k in t ra cit y Te ch co mp a n y
 Go ve r n m e n t KEY RESOURCES CHANNELS
co mmu t e s a re e mp lo ye e s (First /La st
Ag e n cie s » o ve rcro wd e d , Mile in SF) »
PHYSICAL: Ba y Are a u n p le a sa n t » Office ma n a g e rs (p e rk
Sh u t t le s, St o p p in g g a t e ke e p e rs) »
GAIN: Qu ick a n d e a sy
Zones »
t o b o o k a rid e » Mo b ile Ap p »
FINANCIAL: Se e d
GAIN: Imp ro ve d We b sit e »
ca p it a l, g ra n t s, re v-
sh u t t le u t iliza t io n a n d
sh a re wit h sh u t t le s »
re cu rrin g d e ma n d » Dire ct Sa le s »
HUMAN:
COST STRUCTURE REVENUE STREAMS
Fixe d co st : In su ra n ce , IT, le g a l, co rp o ra t e » Pe r-rid e fe e »
 Sh u t t le Re n t a l (lo w , u p fr o n t co s t ) » Su b scrip t io n s »
 Re v-s h a r e w it h Sh u t t le Su p p lie r (lo w , p o s t -s e rvice co s t ) Co mp a n y su b sid y fo r e mp lo ye e s (fla t -ra t e p e r mo n t h , ch a rg e p e r-
» rid e ) »

42. Size of the Opportunity
SF-SF Commuters:
≈334,000 (2011)
Smartphone
Yaygo Enabled: ≈ 120,000 Yaygo
captures 5%: captures 20%:
3 12
million trips / yr. million trips / yr.
@ $3/ trip: $36 million /
@ $3/ trip: $9 million / yr. yr.
@ $8 / trip: $24 million / @ $8 / trip: $96 million
yr. / yr.