1. Presented by Hazel Sia Welcome On Board

2. Pink Taxi Part 1: Introduction – What & Why Part 2: The Concept - How will the service be delivered? Part 3: The Plan - How do we start? Part 4: The Numbers - Making it profitable and sustainable Part 5: What is Next?

3. Part 1: What is Pink Taxi? Why Pink Taxi? To be renamed later

4. Pink Taxi: By women, for women

5. References Iran – private company head by a male Dubai – government initiative Turkey – fleet of BMWs only for richer women Tunisia South Africa Thailand (Bangkok) UK – “Pink Taxi”, private Moscow – a few “women-only” taxi companies Japan – “Grace taxi”, subsidiary of corporation, also for bed-ridden seniors Alternatives – “women- only” buses in Mexico, trains in Japan

8. Taxi Industry Taxi is an essential part of public transportation Taxi also reflects a city’s reputation Some cities boast of the best Taxi services: New York, London, Hong Kong & Singapore Sep, 2008 AFP carried an article that rated our taxis as the worst among 23 countries surveyed.

9. Quick View PopulationNo. of TaxiTrips/day NYC8.4 mil10,000 LON7.5 mil 20,000 (excluding private hire) HKG7 mil18,000 1.2 mil (50 trips/ taxi) SIN4.5 mil24,000 960,000 (40 trips/ taxi) KUL6.5 mil

11. 3 Reasons why we need an alternative: 1.Lack of reliable, convenient public transport network 2.Current taxis are a challenge for female passengers 3.Owning a car is no better – where money, time and safety are concern

12. 1. Existing Public Transport Less than 18% Malaysians take public transport (bus/taxi/LRT)– so many have to drive even when they could not quite afford it Inconvenient, lack of integration, congestion Not cost-effective nor time-efficient Impractical for multiple destinations

13. 2. Current Taxis No taxi when you need it Many taxis but refuse to go where you want to go Over-charging, not using meter Uneasy with some conversations Safety – especially when travelling alone or at night

14. 3. Car Ownership MONEY : car hire purchase, road tax, insurance, maintenance, expenses for petrol, toll, parking, even traffic summons. (yet car is used <20% of the time) TIME: lost productivity due to traffic jams, searching for car parks, rushing for multiple errands.. All adding stress to a woman’s life SAFETY: lack of sense of security on the road, highways, car parks, petrol station..etc.

15. Stakeholders/ Beneficiaries: Women: As Passengers: A needed service Safer commute As Drivers/staff: Employment Empowerment Government: Supplement public transport Employment for people Benchmark new standards for taxi industry Less congestion in city Men: Taking care of women they care (mothers, wives, daughters..etc) Better use of family resources – time, space, money

16. Stakeholders/ Beneficiaries: Kids/ Teens/ College students: Alternative to school bus Safe commute with Flexibility of time Seniors/ Handicap: Regular hospital check-up is easy Routine dialysis Pre-defined destination reduces stress of travel Tourists/ Biz Executives Travel with peace- of-mind Esp. for lone female travelers

17. Blue Ocean? We are not talking about competition with taxi Pink Taxi is a “private hire” … that gives women another alternative to travel SAFELY, CONVENIENTLY & COMFORTABLY Driven by women, for women, children and seniors only (may be some female tourists) Serves only registered members Premium charges and pre-paid

18. Opportunities for other supporting businesses PINK TAXI WORKSHOPCAR WASHTRAININGINSURANCE TECHNOLOGY PROVIDER

19. Part 2: The Concept – How will the service be delivered?

20. Concept Safe Reliable & Comfortable Commute for women, children & seniors 1 3 2

21. 1. Safe Every driver & every member is registered (no unknown persons) Use of technologies to ensure all journeys are recorded GPS/ Panic Button/ Tracking Cars are fixed with special alarm, siren No/ minimal cash to discourage robbery

22. 2. Reliable Available 24/7, anytime, anyday and anywhere within Klang Valley Pre-booked – by call, SMS or online Clear pricing – no surprises Pre-paid – no hassle Always clean, neat and in excellent working condition “Car rental with driver included”

23. 3. Comfortable “Wings on Wheels” Relax while travelling (sleep, read, chat) Amenities (umbrella, sewing kit, personal toiletries, multi- chargers, plug point) Stress-free “Door-to-door” commute (no need to look for parking)

24. Critical Success Factors PINK TAXI The Vehicle The Driver The Passengers Service

25. 1. The Vehicle Smart Use of Technology (MDT): GPS/ Tracking Cashless Payment Taxi meter Communications Membership Loyalty Program Optimal Road Worthiness: Pre-Ride Checks First Aid Safety Features Panic Call Siren/ Strobe? Customized for comfort & convenience: Mobile work space Pillows/ blankets Reading lights + plug points Mirror/ cupholder LED Screen for Advertising income

26. 2. The Driver/ Captain Soft Skills: Customer Service Well-groomed Uniformed Bilingual Provide guidance/ Advice when necessary Technical Skills: Driving skills Route Familiarization Defensive Driving Basic Safety & Fire-fighting Screened for Safety: Registered Trained Clean background Mature, confident Full Time Flexi Time Competent. Committed. Caring.

27. … Your personal “ captain ”…

28. 3. The Passengers Loyalty Program: Mileage Special privileges, discounts…etc Safety: Registered with Annual Fees I/C, next-of-kin, address, caller ID Members Card Prepaid Fares M/ Statement, if needed Categories: Working Executives College Students Shoppers Seniors Handicap Kids/ teens Tourists Nite Life Women

29. 4. The SERVICE Step 3: Deduct Fare on arrival (MDT) Step 2: Show Members Card (MDT) Step 1: Call SMS Online Register as Member + Pre-paid Card

30. Special Touches Safety: Pax to wait in safe place, captain will call upon arrival; Pax will be dropped off Only in bright Safe area; Convenience: Multiple-trips “Outsource errands” Pre-booked for daily commute to work/ regular trips Comfort: Pax to rest/relax Extra time to work/read Beauty sleep in traffic jams

31. … Value Add: When resources are available, eg when advertising revenues allow, may set up a “Members Lounge” – for members to wait safely, in comfort and maximize waiting time, when “pink taxi” are held up or temporary all hired out. Exclusive. Privilege.

32. When resources are available, may set up a “Members Lounge” – for members to wait safely, in comfort and maximize waiting time, when “pink taxi” are held up or temporary all hired out.

34. What next? Evolve Car Sharing Expand to other cities Integrate with other taxis “Being Space” PINK TAXI

35. Part 3: How do we start?

36. The Plans BUSINESS PLAN MARKETING PLAN EXECUTION PLAN

37. Vision To build an innovative and profitable transport company, to enable women to commute safely, conveniently and comfortably, while providing rewarding, flexible work for other women.

38. Resources Needed Core Management Teams – operations and marketing tasks Investors – funding & loans Regulators – grants and licenses Technology providers Associates – workshops, car dealers Press – to get new members

39. Authorities To give green light/ licenses; To provide grants/ loans Look for women who need work – single mothers, unemployed graduates, handicapped..etc Some privileges – open space, lanes use, road tax

40. Investors Public/ Private/ Organizations/ Venture capitalists Provide start-up funds; IPO Planning – Exit strategy

41. Associates Car manufacturers Bankers Insurance brokers Lawyers Workshop – full range Car wash

42. Individuals Leaders – core management team Trainers – technical/ soft skills Lawyers/ Accountants Call Centre agents Captains! Marketing genius

43. EXIT Plan 1.Business model – “taxi rental” or transport company? 2.Government-owned, private or JV? 3.Sell to bigger transport corporations

44. Thank You! Presented by Hazel Sia 012-2148178 hazel@mycomsolutions.com October 2008