need a car occasionally?
Post on 07-Jan-2016
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MYCAR
REALIZING A BUSINESS IDEA
Need a car occasionally?Need a car occasionally?
Need to drive in one direction?
Do not want the hassle of owning a car?Want to save the planet?
Need to repair your car?
Need a second car sometimes?
Have trouble with parking space in the city?
In a hurry? Or miss the bus? Want to access it for 7/24 ?
Do not want to deal with paperwork everytime?
You are You are not a frequent driver not a frequent driver and need a cheaper alternative?and need a cheaper alternative?
To provide a simple,flexible and affordable alternative to private car ownership that enhances the environmental, economic, and social well-being of our stakeholders and planet.
Cost efficient driving experience for 7/24 Easily accessible parking spots in city centre Free of return choice No insurance, fuel, maintenance expenses... No fixed payments Pay as much as you drive!
Rising population in Istanbul Increasing number of car ownership Improving public transportation system but:
Is it enough ??Is it enough ?? Economic factors Environmental problems Rising traffic congestion and scarcity of parking
space
Market Analysis
1= most optimal 5= least optimal COST ENVIRONMENTAL
CONCIOUSNESSCONVENIENCE(easy access, hassleness, availability)
CAR SHARING 2 2 2
CAR OWNERSHIP 4 5 3
CAR RENTAL 3 3 4
PUBLIC TRANSPORT 1 1 5
TAXI 5 4 1
Occasional drivers Capable of using the technology Do not own and/or cannot afford owning a
car Need a second car for some times Have trouble in finding parking space in city
centre Need to drive in one direction only Environmentally concious
One main office Website Telephone line Temporary kiosks
Sales goal 1:20 On-site Off-site
Target market Marketing way Influencing customers
You would rather be
alone in the car
You would like to lease a car
near your homeYou only need
a small car for short journeys
You would like to have your
car, but as student it’s too
expensive
Bus & train are fine, door-door is
quicker
Convenient for carrying
around shopping
bags
Customer profile Call Center FAQs
Enhanced &constantly updated web page Providing press releases& key articles Direct mail marketing Internet advertising High quality brochures Celebrity endorsement
Deniz Akkaya da artik “MyCar” kullaniyor!Alkollu olarak araba kullandigi icinbasi surekli derde giren Deniz Akkaya cozumu artik Istanbul’daiyice yayginlasan MyCar arabalarindabulmus. Kullanis acisindancok kolay olan ve oldukca ekonmikolan bu arabalar Avrupa ve Amerika’dan sonra artik Turkiye’de de kullaniliyor.Daha fazla bilgi icin www. mycar.com.tr’yiziyaret etmenizi oneririm.
Government municipalities Parking space
Restaurants, cinemas, clubs... Discounts for MyCar members
Revenues year 1 year2 year3
Application deposit 375.000 125.000 250.000
Membership Fee (annual) 75.000 100.000 150.000
Per min charge 903.375 1.204.500 1.806.750
TOTAL REVENUE 1.353.375 1.429.500 2.206.750
Costs year 1 year2 year3
Fuel 1.320 1.769 2.653
Fleet rent 976.800 976.800 976.800
Parking cost 201.600 201.600 201.600
Salary&insurance 150.000 150.000 150.000
Office rent 20.400 20.400 20.400
Marketing cost 30.000 20.000 20.000
IT implementtaion cost 80.000 0 0
IT maintanence 10.000 10.000 10.000
Call Center 4.415 1.915 1.915
Administrative expenses 20.000 11.000 11.000
Total Fixed Costs 1.494.535 1.393.484 1.391.715
Total Variable Cost 1.320 1.769 2.653
TOTAL COSTS 1.495.855 1.395.253 1.394.368
Gross Profit -142.480 34.247 812.382
Cumulative Profit -108.233 704.149
Tax(20%) 140.830
Net Profit 563.319
ROE 0,38
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
year 1 year2 year3
Total Variable Cost
Total Fixed Costs
TOTAL COSTS
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
Application deposit Membership Fee(annual)
Per min charge TOTAL REVENUEyear 1
year2
year3
Break–Even point achieved in the 2nd month of the 3rd year
Fixed Costs being spread over years After tax profit of 563,319TL at the end of Year 3 ROE = 38% Low costs leading to low prices, therefore to
satisfied customers
We offer the CHEAPEST prices to customers but get the HIGHEST revenue.
MyCar Taxis Car Rentals Owning Car
Per minute 0.25 TL 0.88 TL - 0.56 TL
Per hour Max 12 TL - - -
Per day Max 60TL - 70 TL -
0
50
100
150
200
250
300
350
1/2 hour usage 1 hour usage 1 day usage
car sharing
rent a car
taxis
owning a car
Pricing base; Minutely fee ; 0.25 TL per minute
Application deposit(refundable); 500 TLMembership fee ; 100 TL per monthPenalty fees
Pricing below all our competitors with regarding our costs
Differential pricing;the more usage more discount.
Low prices → high # of customers → high revenues.
Growth Extending the business scale Evolution of vehicle offerings
Rate Adjustments Application & per hour fees Membership penalties
Launch in a new city
Necessity for large fleet Attracting new customers: Expensive & Takes time Issuing the right amount of membership fee and
penalties Difficult marketing Underperforming vehicles Hybrid car legistation
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