1. Business model review
CAPE TOWN
December 2-7, 2018

2. Lean canvas model

3. Taxi cabs are expensive Cannot pay with a credit card
PROBLEM
Your top 3 problems
Taxi cabs are expensive
Cannot pay with a credit card
Don’t know the driver
SOLUTION
Possible solution for each problem
Door-to-door
Known driver info
Pay fair in app
UNIQUE VALUE PROPOSITION
Single, compelling message stating why you are different
UNFAIR ADVANTAGE
Something that cannot be bought or copied
CUSTOMER SEGMENTS
List your target customers and users
Internet savvy
Frequent trips
SECONDARY
25-44 year-olds
CHANNELS
List paths to users
Referrals
Advertising
KEY METRICS
What numbers will give you insight
Trips book
Revenue per trip
Users referred
ALTERNATIVES
How are problems solved today
Public transportation
Biking
Own car
HIGH-LEVEL CONCEPT
Your X of Y analogy
EARLY ADOPTERS
List attributes of ideal customers
COST STRUCTURE
Fixed and variable costs
Backend infrastructure
Driver recruitment
Management staff
REVENUE STREAMS
Sources of revenue
Canceled rides

4. Difficult to find a cab when you need one Taxi cabs are expensive
PROBLEM
Difficult to find a cab when you need one
Taxi cabs are expensive
Cannot pay with a credit card
Don’t know the driver
SOLUTION
Guaranteed pickup
Door-to-door
Known driver info
Pay fare in app
UNIQUE VALUE PROPOSITION
Allows users to get from point A to B in a comfortable, safe, and reasonably priced ride with 1-click in an app that handles payment
UNFAIR ADVANTAGE
General dislike of taxis and public transit
First mover advantage
Untapped market of workers
CUSTOMER SEGMENTS
PRIMARY
18-24 year-olds
Internet savvy
Frequent trips
SECONDARY
25-44 year-olds
KEY METRICS
App installs
Account
Trips book
Revenue per trip
Users referred
CHANNELS
Press/media buzz
Referrals
Advertising
ALTERNATIVES
Taxis
Public transportation
Biking
Own car
HIGH-LEVEL CONCEPT
Like a taxi but cheaper, easier, faster and safer
EARLY ADOPTERS
High disposable cash
COST STRUCTURE
App development
Backend infrastructure
Driver recruitment
Management staff
REVENUE STREAMS
% of base fare and idle time
Canceled rides

5. PROBLEM It is difficult to find a cab when you need one
Taxi cabs are expensive for short fares
You cannot pay for fare using a credit card
You don’t know the driver and no way to contact
ALTERNATIVES
Taxis
Public transportation
Biking
Own car

6. solution Guaranteed pickup with a set time and location
Door-to-door trip and saves the need to hunt for a cab
Driver’s information, license plate number, photo and phone number
Able to pay for the ride using your credit card

7. Key metrics Number of app installs and growth metrics
Accounts created and active per month
Number of trips booked and trips completed
Revenue per trip and segmentation of riders
Number of users referred by other users

8. Unique value proposition
Allows users to get from point A to B in a comfortable, safe, and reasonably priced ride with 1-click in an app that handles payment
HIGH-LEVEL CONCEPT
Like a taxi but cheaper, easier, faster and safer

9. Unfair advantage
General population is unhappy and dissatisfied with the current offering from taxis
First mover advantage, first company putting forth this idea
Large population of available gig workers

10. channels Earned media features from launching new services
Press releases covering success and launching in new cities
Referrals of existing users to friends
Paid advertising

11. Customer segments 18-44 year-olds who live in developed, urban areas
Internet savvy and use more than connected devices a day
Travel to more than 3 destinations per day
EARLY ADOPTERS
Frequent online shoppers
Purchases a new phone yearly
Uses social media multiple times per day

12. COST STRUCTURE App development – salaries, patents, office
Backend infrastructure – systems, servers, customer support
Driver recruitment – location based staff, signing bonuses
Management staff – recruitment, expenses, salaries

13. Revenue streams
Revenue split: % of the base fare and idle time will be kept by the company
Canceled rides: to recover the cost of driver’s time spent driving, a $ fee will be charged

14. Workshop & questions