need a car occasionally?

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