This document discusses Moovel's plans to enter the urban transportation market. It evaluates 13 major cities in the US and Canada based on population, millennials, and transportation modes. The top 3 cities identified are New York, Boston, and Washington D.C. The document outlines Moovel's competitors, budget for an advertising campaign, and revenue projections based on a 0.005% increase in ridership across transit systems in the top cities. It recommends Moovel enter the top 3 cities initially while offering various transportation options and an ongoing advertising campaign.
25. EVALUATION
KPIs:
•500,000 Downloads of the Moovel Mobile App.
•25 Million Trips routed through the Moovel App.
ONLINE ADVERTISING:
•500 Million Ad Impressions through Banner and Facebook Ads
•2 Million Unique Visitors to the Website
•800,000 Facebook Likes on the Moovel Page
•50,000 Twitter Followers of @Moovelen
27. REVENUE PROJECTION
Transit
New York City
Boston
Washington, D.C.
Acela express (D.C./NY/BOS)
Annual Ridership
1,640,000,000
400,185,000
343,969,630
3,379,000
8,200,000
2,000,925
1,719,848
16,895
Increase ridership by 0.005%
Total
Average ticket price
MTA ($2.5)
20,500,000
MBTA ($2.5)
5,002,312
WMATA ($3)
5,159,544
Amtrak ($60)
Flat fee 2%
1,013,700
410,000
100,046
103,190
20,274
633,610
28. FINAL RECOMMENDATION
•
Enter New York City, Boston, and Washington, D.C.
•
Amtrak, Public Transportation, Car Sharing, Hailo Cab, Bike Sharing
•
Ongoing, Continuous Campaign
FUTURE
•
Incorporate Carbon Emissions
•
Integrate into navigation systems
•
Expand to Vancouver, Montreal, and Seattle
•
Look to partnering with small business freight
