ULAŞ’I’M V.2Mustafa DEĞERLİ

Outline• ULAŞ’I’M - Why, What, and How

• Major Changes

• Main Issues Addressed

• Customers and Customers Spoken to

• Customer Workflow

• Customer Archetype

• Channels

• Costs

Outline• Business Model Canvas - Refined

• Customers Segments • Value Propositions • Channels • Customer Relationships • Revenue Streams • Key Resources • Key Activities • Key Partners • Cost Structure

• What’s next?

ULAŞ’I’M - Why• Many people use local public transportation

facilities (Metro and AnkaRay)

• Need to pay for transportation

• Have an advantageous and convenient way to pay

• Have mostly beneficial information related with local transportation

• The very first and each of 10th journey is free

ULAŞ’I’M - How• Passengers use their mobile devices with ULAŞ’I’M

app to pay (enough credits should be available in the app, and credits can be loaded via credit cards or carrier loadings)

• Mobile devices with ULAŞ’I’M app and transaction units at the stations seamlessly communicate

• Passengers confirm the operation

• Transaction completed! Have a nice journey…

ULAŞ’I’M - What

• Mainly a payment system

• An application (for both iOS and Android) for passengers

• A system (transaction unit) at the stations

Major Changes• Scale was “fine-tuned!”

• I will think big, but start small

• For the beginning, I will only aim to serve in Metro and AnkaRay, in Ankara

• Only three stations (ODTÜ, Hacettepe, and Kızılay stations)

• For the beginning, we will mostly concentrate on university students

• ULAŞ’I’M app will be free

Main Issues Addressed• Three stations (ODTÜ, Hacettepe, and Kızılay stations)

were tested for coverage of main carriers (TURKCELL, VODAFONE, and Türk Telekom) at the tollgates points, and sufficient coverage is ensured.

• No coverage problem at the tollgates points

• Alternatives for hardware part were searched and it is estimated that the unit costs will vary between TRY 900 and TRY 1500.

• For the beginning for units (one at ODTÜ, one at Hacettepe and two at Kızılay) will be utilized.

Customers

• People using local public transportation facilities (Metro and AnkaRay) (CC1)

• AMM (Ankara Metropolitan Municipality) (CC2)

• Advertising bodies (CC3)

Customers Spoken to

• 6 + 15 (students) from CC1

• 1 individual from CC2 (to be)

• 2 from C33 (to be)

Customer Workflow

Passenger

ULAŞ’I’M

Metro/AnkaRay LocalTransportation

AnkaraKart

Customer Archetype

CustomerArchetype

Mostlyuniversitystudents

Sensitivetoreductionsand/orpromotions

UsesMetro/AnkaRayfrequently(likeonceaday)

Usesmobiledevicesactively

Havenofearwithmobilepayment

Looksforbeneficialinforelatedwithlocaltransformation

Channels

CustomersULAŞ’I’M

-Fliersavailableinstations

-Mobileadds

-AppStote&GooglePlay

-SMSs

-Billboardadvertising

-Phonecalls

-Facetofacemeetings

E-mails

Forendusers

ForAMMandadbodies

Costs

• Estimated values

• Customer acquisition cost: TRY 3.5

• Customer lifetime value: Not determined yet

• Demand creation for the beginning: TRY 13.000

Business Model Canvas - Refined

https://bmfiddle.com/f/#/V47z5

Customers Segments• People using local public/private transportation

facilities (bus, minibus, Metro and AnkaRay taxi, and etc.) (CC1)

• AMM (Ankara Metropolitan Municipality) (CC2)

• Owners/operators of transportation facilities (bus, minibus, metro, taxi, and etc.) and related governance organizations (C3)

• Advertising bodies (CC3)

Value Propositions• Paying transportation fees easily and conveniently. Having

beneficial information (routes, locations, warnings, etc.) regarding transportation. Getting discounts and/or bonuses per transportation. (for CC1)

• Alternative and cost-effective way for payments. Creating more satisfied people and providing differentiating services. (for CC2)

• Providing an easy and convenient paying method for customers. (for C3)

• Gaining valuable information (location, demographics, etc.) and advertising/marketing opportunities/media. (for CC3)

Channels• Fliers available in stations. Mobile adds. SMSs.

Billboard advertising. App store and Google Play. (for CC1)

• Phone calls, face-to-face meetings, e-mails. (for CC2)

• Phone calls, face-to-face meetings, e-mails. (With Related Governance Organizations) (For C3)

• Phone calls, face-to-face meetings, e-mails. (for CC3)

Customer Relationships• Self-service, dedicated personal assistance, and

automated services. (for CC1)

• Co-creation and dedicated personal assistance. (for CC2).

• Co-creation and dedicated personal assistance. (For C3).

• Co-creation and dedicated personal assistance. (for CC3).

Revenue Streams• Application download fee. Only transportation fee.

(CC1)

• System and hardware sales. (CC2)

• System and hardware sales. (C3)

• Valuable customer data and communication grant. (CC3)

Key Resources• ULAŞ'I'M App

• Management team

• Engineering team

• Support personnel

• Payment service

• Outsourced hardware

Key Activities• App development and maintenance

• Supplier management (payment service)

• Outsourcing (hardware)

• Marketing

• Selling

• Customer relations

Key Partners• AMM (Ankara Metropolitan Municipality)

• Owners and operators of transportation facilities and related governance organizations

• Advertising bodies

• Suppliers

• Outsourced organizations

Cost Structure• Staff, office, and management

• App development and maintenance

• Hardware part

• Payment service

• Marketing

• Systems installation

• Systems maintenance

What’s next?

• Refine business model IAW class’ comments

• Conduct future interviews

• Mature and finalise the business model

Mustafa DEĞERLİ MD@mustafadegerli.com