2. Long Medium Short
, Megabus
Commercial Air Flight
Ridesharing
Public Transport
(trains, buses)
Tech-Enabled Pedestrians
(Scooters, Shoes, Skateboards)
Transport Landscape
3. Autonomous Ridesharing(ARS) estimated a $7 trillion dollar industry by 2050*
Rather than competing to build the best autonomous technology, Lyft is
prioritizing building the best ridesharing network possible.
Lyft has a Netflix-like Strategy of leveraging their RS model to serve as the
foundation for the much more lucrative ARS industry.
Lyft’s appeal to younger generations will help them capture more of the ARS
industry as power-consumers age into the available technology.
Study : https://newsroom.intel.com/newsroom/wp-content/uploads/sites/11/2017/05/passenger-economy.pdf?cid=em-elq-26916&utm_source=elq&utm_medium=email&utm_campaign=26916&elq_cid=1494219
Long-Term Strategy (5-10 Years)
4. innovative, yet familiar.
Best selling author, Derek Thompson* says: product-adoption is between a spectrum of
not familiarfamiliar
familiarity can be evoked through friendly branding that feels closer to the user and not so out-of-the-blue
New products are more accepted when familiar/nostalgic
(why sequels do better, why we prefer nostalgic elements to music)
2018 Study by AAA found 63% of U.S. drivers are afraid to ride in a fully self-
driving vehicle and 9% unsure*
https://newsroom.aaa.com/2018/01/americans-willing-ride-fully-self-driving-cars/
Author of Hitmakers: The Science of Popularity in an Age of Distraction
’s brand REVERBERATES friendliness&integrity
As long as new Self-Driving Products are friendly and fully-communicative, riders feel more in-
control and comfortable.
5. Alphabet recently made a $1 Billion investment into Lyft, signaling willingness to a
future partnership. Google’s AV Tech and voice tech bring together a powerful self-
driving entity.
Lyft has leverage with their driver/rider network with operations in major cities.
Giving the value proposition of the combined offerings synergy and strong chance
at capturing a large portion of the ARS market.
Even if Google should not partner, due to Lyft’s proximity to the end consumer,
they will always have suitors to license the technology from.
Because different cities present their unique challenges, Lyft’s taking an open-
system approach and can insert several self-driving partners into their network at
any given time without needing to establish exclusivity.
Partnership with …?
6. Phoenix, Arizona, one of the most receptive cities for AV’s, recently restricted Uber
from testing. This gives Lyft a window to gain competitive ground. Which goes to
show maintaining good relationships with cities is pivotal.
Some ways Lyft can continue developing relations with cities:
Deployment Strategy and City Support
Lyft already piloted 30 Aptiv AV’s in Las Vegas and few in Boston. By confining
testing to a small area with fixed routes, the deployment was smooth and had
minimal error. Lyft needs to further target demographics with cooperative
municipalities and high civilian trust.
Working w/ cities
provide infrastructure
for bikes/scooters.
Ensure priority on
safety to elicit trust.
Be respectful/swift to
regulations/PR mishaps.
7. Lyft has a silent responsibility to make choices that have a long term
positive benefit to our world. John Zimmer of Lyft said car owners utilize
their vehicles 4% of the time on avg.
As ridesharing fleets add to congested roadways, solutions to churn/recycle
vehicles will accelerate the transition into more autonomous and less
congested roads.
Perhaps trade programs by car manufacturers or full-launch of Lyft’s
subscription credit-trade initiative can really do a lot alleviate this problem.
Car Ownership and Road Congestion Initiatives
8. By widening product categories and revenue streams, Lyft can
improve pricing thus vastly increase rideshare vehicle miles while
widening the value proposition of its platform.
Short Term(2-4 Year) Possible Products
9. In-car vending machine
https://drivecargo.com/
Pros:Powerful distribution at
scale, extra revenue source
and convenience for rider.
Cons: Consumer experience
dependent on quality of
vendor partnerships, drivers
tempted to sell things other
than inventory.
Window-Targeted Ads
https://grabb.io/
Pros: exta revenue
source; good
targeting=useful ads
Cons: Unless targeting
tech is mature= pollute
experience; also
possibly distracting
Wrap Advertisements
http://www.wrapify.com/
Pros: Low cost to entry,
extra revenue
Cons: non-dynamic ad
campaigns, can be seen
as eccentric/silly
Short Term(2-4 Year) Possible Products
10. Elon’s idea: using cars as
touchpoint for game companies
Pros: More features to make ride
more interactive
Cons: May deter socializing in RS
Passenger Entertainment
Experiences
https://govugo.com/
Pros: More features to make car
more interactive
Cons: May deter socializing in RS
Short Term(2-4 Year) Possible Products
Some users describe AV rides as ‘boring’; solution:
11. Vendors:
Generate impressions,
market insights, (digital
demos,content,marketing)
Driver:
More earnings w/
minimal hassle via digital
integrations&payment
Rider:
Convenience.
Seeing physical
products. Free stuff?
This product is most immediately implementable
and is creative use of the space inside the car to
improve the ridesharing platform to be more useful
Value for Key Players
Analyzing: the in-car vending machine
12. Long-term Vision/Capability
Can possibly become an
eccommerce channel. As more
shopping is digital only, physical
retail becomes more valuable. Can
put products in front of people to
demo
KPI’s
• Customer Satisfaction Score
• Inventory Sales/Reorders
• Driver Satisfaction Score
• Increase in driver onboarding or
retention
Experimental/Measurable Variables
• Which products rated highest for in-
car settings? Consumables?
Giftable-Goods?
• Optimal pricing and margins
• How to measure inventory/
demographic fit?
• Will it result in Longer/Shorter shift
times(increased wages= more or
less hours?)
Launch Strategy
• Create partnerships with select
vendors based on focus groups/
user interviews on inventory riders
desire.
• Segment key cities and sample
driver population to opt-in to a pilot
of product.
• Assemble containers and ship
product to partners
• Record data and determine whether
to launch in more locations
Analyzing: the in-car vending machine
