ULAŞ’I’MMustafa Değerli

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

• About Market

• Competitors

• Targets per Years

• Customers

• Customers Spoken to

Outline• Business Model Canvas

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

• What’s next?

ULAŞ’I’M - Why

• Each of us use local public/private transportation facilities (bus, minibus, metro, taxi, and etc.)

• We need to pay for transportation

• Have an easy and convenient way to pay and also have mostly beneficial information related with local transportation

ULAŞ’I’M - What• Mainly a payment system

• An application for iOS and Android

• A hardware system (transaction unit)

• Easy and convenient way to pay fees of local public/private transportation facilities

• Bus, minibus, metro, taxi, and etc.

ULAŞ’I’M - How• Passengers use their mobile devices to create QR

codes as per required amount to pay

• Generated QR code is screened by related hardware available in bus, minibus, metro, taxi, and etc.

• Passengers confirm the operation

• Transaction completed!

About Market• Total Population: ~5.270.575 (2015)

• Number of People between 15-49 years: ~2.922.172 (2015)

• # Number of Passengers used Metro & Ankaray: ~75.353.726 (Jan-Sept 2016)

• # Number of Passengers used transportation facilities provided by AMM (Ankara Metropolitan Municipality): ~208.544.943 (2015)

About Market

• Number of Private Buses/Minibuses: ~750 (2016)

• Number of Public Buses/Minibuses: ~1604 (2016)

• Number of Taxis: ~10000 (2016)

Competitors

• None yet…

Targets per Years• 5%, First Year

• 9%, Second Year,

• 13%, Third Year

• Ankara, First Year

• Ankara and Istanbul, Second Year

• Ankara, Istanbul, and Izmir, Third Year

Customers• People using local public/private transportation

facilities (bus, minibus, metro, taxi, and etc.) (C1)

• AMM (Ankara Metropolitan Municipality) (C2)

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

• Advertising bodies (C4)

Customers Spoken to• 6 were spoken to so far (3 male and 3 female) from

C1 category

• 15 more will be spoken to from C1

• 1 individual from C2 (to be)

• 5 from C3 (to be)

• 2 from C4 (to be)

Business Model Canvas

https://bmfiddle.com/f/#/c2Y39

Customers Segments• People using local public/private transportation

facilities (bus, minibus, metro, taxi, and etc.) (C1)

• AMM (Ankara Metropolitan Municipality) (C2)

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

• Advertising bodies (C4)

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 C1)

• Creating more satisfied people and providing differentiating services. (for C2)

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

• Gaining valuable information (location, demographics, etc.) and advertising/marketing opportunities/media. (for C4)

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

Billboard advertising. (for C1)

• Phone calls, face-to-face meetings, e-mails. (For C2)

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

• Phone calls, face-to-face meetings, e-mails. (For C4)

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

automated services. (For C1)

• Co-creation and dedicated personal assistance. (For C2).

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

• Co-creation and dedicated personal assistance. (For C4).

Revenue Streams

• Application download fee. (C1)

• System and hardware sales. (C2)

• System and hardware sales. (C3)

• Valuable customer data and communication grant. (C4)

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 as per class’ comments

• Conduct future interviews

• Refine business model as per interviews

Mustafa Değerli MD@mustafadegerli.com