Yaygo final 2013 berkeley
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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.
Yaygo final 2013 berkeley
- 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.