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COMFORTABLE COMMUTES




 Final
 Presentation
 April 10, 2013

 11 Interviews of 124 total

1
Michael Vladimer | Ignacio Garcia | Mariana Torres | Brian Murphy
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




The idea
 Affordable, reliable rides using shared
 shuttles with on-demand ride request and
 dynamic routing.
4




?   ?       ?
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




    But With
    Commuters, We
    Found PAIN!
    “Like being a sardine!”

    “It sucks. A lot.”
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




 As We Tested Channels,
 Another Customer Emerged


     OLGA
Office Manager

 Monthly subsidy
 per employee

      GAIN:
 New employee
perk for recruiting
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




?        ?
11




 We Tested Subscription Interest
Reached out
to 200+ Firms
12




 We Tested Subscription Interest
Reached out         12
to 200+ Firms   Responded
13




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




Needed Lower Upfront Costs

           PRICE/HR     REASON

 Week 1      $100       Rack Rate




 Week 6      $95        Intrigued



Week 10      $50        Rev Share!
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




 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




 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




     ?
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




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




 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




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




Video
28




Will Yaygo Go On?

 Maybe.


 Commuters   have real pain

 But…economics    and regulation make
 transportation tricky

 So   for now…
29




The Testing Continues…
        YAY! GO!
30




Appendix
31




Week 1
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




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




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




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




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




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




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




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




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




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 ) »
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.

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