presentation 3 v7
TRANSCRIPT
Católica Lisbon School of Business and EconomicsLean Entrepreneurship
11.05.2015
Presentation III
Agenda
From Last Class
http://pickusupstartup.wix.com/home#!pickusup/mainPage
Homepage & Blog
Marketing Channels, Marketing Funnel & Customer Relationship
Value Proposition
Additional Information
Revenue Streams & Price Calculation
Progress on Validation
From last classCustomer Segments
From last classCustomer Segments
Progress on ValidationInterviews, Focus Group & Creativity• Conducted interviews
• with younger target group: 13• with older target group: 12
• Focus group to get additional input and feedback• problems of scooter as only means of transport for PickUsUp driver• need of good reviews discount for first-time usage• cars getting dirty by scooter
• Facebook voting on images describing pricing strategy
25 5
Value PropositionValue curve developed during class
Pers
onal
Saf
ety
Conv
enie
nce
(car
at ho
me)
Price
Frie
ndlin
ess
Availa
bilit
y
Trus
t & C
redi
bilit
y
Ease
of U
se
Expe
rien
ce0
1
2
3
4
5
6
7
8
PickUsUpTaxi
Value PropositionImprovement through conducted survey
Please rate the following 15 attributes based on their importance for the service offered by PickUsUp.
Personal safety 2. Friendliness
Experience Convenience 3.
Helpfulness 7. Price 5.
Different from other services Availability/ coverage 4.
Trust & Credibility 1. Innovative
Ease of use 6. Demonstrating Responsibility 9.
Speed of being picked up 8. Dress code of drivers
Exciting
Based on 149 completed surveys.
Value PropositionAdjusted value curve
• Value curve adjusted based on preferences of potential future customers• “Helpfulness” mentioned as important attribute: implied by service offering• Results will help us to focus on the most important aspects: trust & crediblity, availability/ coverage
Trus
t & C
redi
bilit
y
Pers
onal
Saf
ety
Conv
enie
nce
(car
at ho
me)
Availa
bilit
y
Price
Ease
of U
se
Spee
d of
bei
ng p
icke
d up
Dem
onst
rating
Res
pons
ibili
ty0
1
2
3
4
5
6
7
8
PickUsUpTaxi
Channels to be usedWhat marketing channels could be used in which ways?
Free Marketing Channels
Type Action Progress
Website Updates about our general business model ✔
Email Marketing Informing people who signed up about changes & news concerning the serviceOffering a weekly newsletter to keep people updatedUsage of direct mail to persuade signed up but inactive users
✔
Blog Document our weekly progress ✔
Social Media(FB, Twitter)
Raising awareness, spreading the idea and communicating our progressPossibility of using it for feedback creative validation
✔
✔
SEO Improve our ranking in search engines, enhance being found online ✔
Viral Marketing Make our idea known by spreading it through our video
Communities Create a community of PickUsUp users, e.g. through a user/ membership card later on
PR Publish our idea/ service in Portuguese TV/ newspaper later on
WOM Encourage users to spread our idea further, e.g. through getting 20% off their next drive if they recommend us ✔
Channels to be usedWhat marketing channels could be used in which ways?
Paid Marketing Channels
Type Action
PPC Usage on Google to increase awareness for service
Facebook Advertisement
Raise Awareness with target groups for our service
Press Coverage Ads in relevant magazines, like TimeOut Lisboa
Parties/ Events Presence in relevant parties/ at night clubs with our scooters to raise awareness for our service
Stickers Offer car stickers to give people the opportunity to show the usage of PickUsUp on their car
Flyers Print flyers to distribute at events, night clubs, restaurants, universities
SMS Persuade signed up, inactive users to use service
Sales Channels to be usedHow will we sell our service?
SALES = Individuals using our service First steep needed for sales:sign up for our service on app
AWARENESS needed-Through PPC & Facebook ads
-Work on blog & Facebook-WOM
-Promoters-Presence at events
Hypothesis: CH01
The Marketing FunnelAppropriate actions for different stages
The Marketing FunnelRaising Customers’ Awareness
The Marketing FunnelRaising Customers’ Awareness
Relationship MarketingHow to GET our customersPersuade target customers to:
-Enter homepage & sign up for newsletter-Like Facebook page-Follow on Twitter-Download app
Persuade target customers to:Sign up for app
Channels:Facebook, Twitter, flyers, flags on
scooters, SEO
Channels:General e-mail, CTA on Facebook
Persuade target customers to:Explore app and get used to its features and the features of the
service
Persuade target customers to:Use service for the first time
Channels:Direct e-mail
Channels:Direct e-mail, SMS
Relationship MarketingHow to GET our customers
Relationship MarketingHow to GET our customers
Relationship MarketingHow to KEEP our customersCommunicate with customers:
-Thank for usage-Ask for feedback
Communicate with customers:Keep them updated about development of company
Channels:Direct e-mail, in-app messages,
SMS, Facebook
Channels:Social media, mail newsletter, direct
e-mail, SMS for special events
Communicate with customers:Establish direct contact to specific
users:-Ask for weekend plans
-Recommend usage of service
Channels:Direct e-mail, SMS
DRIP MARKETINGAdjust the specific messages the users receive
based on their behavior and preferences!
Relationship MarketingHow to KEEP our customers
Relationship MarketingHow to KEEP our customers
Relationship MarketingHow to GROW our customers
Persuade clients to:Use our service again
Persuade clients to:Use our service more often = become a regular client
Channels:Direct e-mail, SMS
Channels:Maintain awareness by using
preferred communication channel, introduce discount card for regular
users
Less relevant at the moment
Persuade clients to:Recommend our service to family &
friendsFind a famous brand ambassador
after usage of service
Channels:Direct e-mail, facebook
Relationship MarketingHow to GROW our customers
Relationship MarketingHow to GROW our customers
Revenue StreamsSources, WTP and Pricing
Source of Revenue:Customer pays per trip:
basic service fee + variable fee based on trip
WTP:Determine the price customers are
willing to pay for the service
Pricing:Determine preferred pricing model
ZONE MODEL vs.DISTANCE & TIME MODEL
Possibility of advertising
revenues in the long run
RS01 RS02
Revenue StreamsPricing Models: Zone Model
• Basic service fee for the usage of our service
• Variable fee based on the number of zones passed through during trip
• Short distance: price of one zone will be charged
x = number of customers
Revenue Streams
• Basic service fee for the usage of our service
• Variable fee based on the distance of the trip combined with time needed
Pricing Models: Distance & Time Model
x = number of customers
Price Calculation
• Higher wage for drivers during night hours
Using a tariff model
• T1 is the discount tariff – coefficient of 0.9• T2 is the basic tariff – coefficient of 1
• Changes in demand depending on hour/ day
Example calculation (Distance & Time Model):Santos – Saldanha (8.5 km), Saturday 11pm
1.75€/ km 8.5*1,75€ = 14,88€;considering tariff T3: 14.88€*1.1 = 16.37€
• T3 is the intermediate tariff – coefficient of 1.1• T4 is the premium tariff – coefficient of 1.2
Distance & Time Model:• basic fee of 5€• for distance up to 5 km: 2€ per kilometer• from 5-10km: 1.75€ per kilometer • more than 10 km: 1.5€ per kilometer
Additional Information• From the contacted suppliers: main difference is charging time
needed
• Update our website/ blog
• Change the description of Our Service
• Write Lessons Learned
• Write the description of our meeting/ blog post
• Create a pop-up on lading page as CTA to fill in the survey
about Value Proposition
• Add the two buttons for social media
• Create a pop-up feature to like our page on Facebook
• Finish the promotional/explanatory video of PickUsUp
The PickUsUp Team thanks you for your attention!
Beatriz Carreira
The Designer152114018
João Malpique
The Visionary152114138
Carolin Scharnagl
The Hacker152114095
Filipe Orvalho
The Hustler152114055
Romane Soulié
The Hustler159114629