Católica Lisbon School of Business and EconomicsLean Entrepreneurship

18.05.2015

Presentation IV

Agenda

Key Activities

http://pickusupstartup.wix.com/home#!pickusup/mainPage

Homepage & Blog

Key Partners

Key Resources

From Last Class: Competitor Analysis, Minimum Viable Product

Cost Structure

Process Diagram

Additional Information

Competitor Analysis Public Transportation Taxi Uber Private Drivers

Overview

Public transportation agencies primarily operate with regional passenger transportation systems, with regular routes and fixed schedules

A type of public transports with characteristics between private vehicles and public buses, without a regular route.

Uber recognized a growing frustration that many customers have with the cab industry and realized the technical incompetence, or cognitive gap, of incumbent firms. Uber understood the growing market of consumers that use smartphones. Uber offers several types of services, availability of which varies by city

Full service luxury chauffeured transportation mean.

Target Customer

People that do not like driving Families Travellers and urbanites with smartphones Business People

People that would like to see less congestion Individuals Seniors

Are keen to walk more and least likely to start driving Travelers (individual and business) Families

Highest number of retired people Business people The least-educated group

Strength

It provides all the surrounded population the opportunity to be mobilized. Seamless, Secure Travel Throughout Multiple Transportation Networks

Well-trained employees. Prizes customer satisfaction and customer referrals

Uber users can see driver rankings and make decisions about different drivers for their commute.

Flexibility, Safe driving, Good customer care skills

Value Proposition

Pre-established routes Fixed schedules Public rates Affordable for all citizens

Convenience: Having the transportation ready to pick up the traveler | Reliability | Professionalism: The targeted customers have a high expectation for customer service.

Convenience | Professionalism | Cleanliness

Convenience | Productivity | Time savings | Driving safety

Costs

1 TripMetro: 1,25€Bus: 1,25€ or 1,80€CP: from 1,25€ to 3,40€*0,50€ per card

From Baixa to anywhere, inside the city, less than 10€ total

About 1.5 times the cost of a cab. From 7€ to 18€ (Santos - Campo Pequeno)

Variable (though very high compared to the other competitors)

Convenience

Comfort

AffordabilityReliability & Credibility

Availability

Competitors Radar

Public TransportsTaxisUberPrivate Drivers

Competitor AnalysisCompetitors Radar Chart

Minimum Viable Product

• MVP = app + offering the basic service of picking up customers• without having the scooters• without having the entire back-office

processes set up • access to our app via

https://marvelapp.com/bed6ch

Creating an app prototype with basic service component

service request

driver goes to indicated location(usage of other means of transport than scooter)

driver returns to base (e.g. by metro)

Key ActivitiesDecide on optimization, automization and outsourcing

Mindset matching PickUsUp approach

Previous driving experience Monitoring based on feedback

DRIVER SELECTION & MONITORING

APP DEVELOPMENT & MAINTENANCE

ANALYSIS OF PRICING & COST STRUCTURE

MARKETING

Additional functionsBasic development Monitoring AppStore reviews

Determine improvement potential for own cost structure

Analyze prices of competitors Calculate pricing acceptable for customer

Incentivize WOMDevelop an engaging marketing approach

Secure marketing & promotion partners

BASE

D O

N C

UST

OM

ER F

EED

BACK

OPTIMIZATIONAUTOMIZATIONOUTSOURCING

SERVICE OFFERING

Guaranteeing satisfying serviceMatching customer requests with drivers

Promote repeated usage

Process Diagram

Process Diagram

Process Diagram

CEO

Marketing and Sales Manager

Financial and Accounting Manager

Operations Manager

Human Resources Manager

Key Resources

Resources: CEOPosition CEO

Main Goals Provide overall leadership to the start-up by establishing direction and functioningBe the company's primary representative

Strategic Tasks Set the direct in which the company should move and determine the specific service offeredDefine differentiating aspectsDevelop, review and refine the company business strategy and visionCreate the company culture and build the senior management team

Tactical Tasks Work with the management team to satisfy consumer needs with the company’s strategyBuild relationships with outside investors to provide necessary resourcesDevelop performance measurements and ensure these metrics are achieved

Guides Detailed information about investor meetings and preferences of different investorsDatabase of friends/ colleagues/ mentors

Resources: Mkt & Sales ManagerPosition Marketing & Sales Manager

Main Goals Promote the service amongst potential customers in hopes of creating a recognized brandIncreasing company revenue by a minimum of 10% per month

Strategic Tasks Identify and implement new engaging marketing strategies to stand out from the competitionBuild strong relationships with the customersIdentify target segments and their changing needs

Tactical Tasks Promote the brand in restaurants, hotels, universities and bars Give presentations and demos and negotiating contractsCreate business brochures and manage the website

Guides Database of E-Mail addresses, leads and proposalsOnline Sources about modern marketing strategies

Resources: Fin. &Acc. ManagerPosition Finance & Accounting Manager

Main Goals Report the performance, financial position and cash flow of the business

Strategic Tasks Report the revenues generatedPrepare internal financial statementsCreate reports for all financial topics relevant for the organization

Tactical Tasks Use graphs and text narratives to complement the reported numbersInterpret the impact of the accounting results on all aspects of company operationsOffers feedback and advice to senior management, particularly about cash flow sufficiency and revenue/expense issues

Guides Financial Program of the companyApplied Reporting Standards

Resources: Operations ManagerPosition Operations Manager

Main Goals Implement and guarantee smooth conduction of the service offered by the start-upIncrease the customer satisfaction by 20% in the next year

Strategic Tasks Improve effectiveness of the company through headcount management, cost & productivity and change initiativesIn charge of duties and responsibilities of the employees and how their performance results in the success or failure of the service

Tactical Tasks Develop work processesIdentify opportunities and new approaches by providing support services (Fleet, Maintenance and Security)Identify and debate best practicesDevelop and implement training policies and programs

Guides Process Flow ChartsOverview of company’s HR resources

Resources: HR ManagerPosition HR Manager

Main Goals Have the best employees possible in the company (primarily the best drivers)

Strategic Tasks Ensure that the performance of employees within the start-up are aligned with the organization’s missionHelp employees to satisfy their needsDetermines way to improve working conditions and increase motivation

Tactical Tasks Recruitment of employees, employee training and the retention of valuable employeesDetermining salaries and wages and establishing employee performance objectivesImplementing HR improvement plans

Guides Database with company’s employees’ dataBest Practice Guidelines for HR

Key Partners

What is provided: Provision of mobility devices for the drivers

Areas of responsibility: The company provides the scooters that are the mean of transportation of the drivers from the head-office to the client. Additionally, the company grants support for activities like periodic check-ups and other central responsibilities.

Scooter Company

What is provided: Insurance for the drivers not only when they are on the scooter, but also when they are driving with the client’s car

Areas of responsibility: The insurance company provides a certification that ensures our clients that all damages caused while the PickUsUp driver is inside the car, executing his job, are going to be covered by PickUsUp. Additionally, the insurance company also prepares a plan for all personal and scooter-related issues that are possible to occur while the driver is on the way to pick up the customer.

Insurance Company

Key Partners

What is provided: Acquisition of resources and promotional tools

Areas of responsibility: The Government and PickUsUp have one main area of their missions in common, the safety of drivers. Since the Government is aware of the stats related with this topic, it is in its interest to act upon it. It is expected that the Government becomes a powerful promotional and advertising tool since our service will be able to raise more awareness and reduce the number of incidents caused by drunk driving issues.

Portuguese Government

Cost Structure

Cost Structure

Additional Information• Update our page

• New landing page with video

• Write Lessons Learned

• Write the description of our meeting

• Update our business model (3.0)

• Update our Facebook & Twitter

• Daily posts about each team member

• Inspiration post about the dangerous issues of driving drunk

• Interviews’ update

• SEO and KPI’s

Additional InformationLanding Page with a video

Additional InformationBusiness Model 3.0

Young Segment 19 / 20

Older Segment 15 / 20

Major Problems of the Young Segment I don’t like to leave my car at an unattended place None of my friends wants to be designated driver for a night out I find taxis expensive Many times I end up drinking alcohol without planning it

Major Problems of the Older Segment It is a big problem for me not to have my car at my home in the morning I believe most of the times, despite consuming some alcohol, I am able to drive I would value to have a trustable driver to drive me and my family home after

dinner with alcohol consumption

Additional InformationInterviews update

Additional InformationSEO and KPIs

Trade-off of SEO:• Specialized search terms experience less competition• Specialized search terms experience lower popularity

• Usage of word combinations: car drive home, avoid car fine, prevent accident

• Usage of competitor key words: cheap transportatin, Uber, private driver, public transportation, taxi

Stages To Do/ Relevant KPIs

1. Stage:Brand Awareness

Reach the masses and create interest in our target segment• High Absolute Unique Visitor• Medium Average Time Spent• Low Bounce Rate• High New Visit Rate• Traffic Source

2. Stage:Retention

Create a personal relationship with consumers• High Returning Rate/ High Returning Visitors• Medium Time on site• High Visit Loyalty

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