2012 05-18 - gas blitzer oap presentation

E145 – Stanford Technologic Ventures

GasBli'er – We mean automobility Visit h.p://gasbli'er.wordpress.com

GasBli'er Opportunity Assessment Project (OAP)

The Munich VentureLab Team: Franz Haslbeck, Daniel Koller, Ivan Dolancic, Philipp Bauer



Outline •  GasBlitzer – the idea

o  GasBlitzer in a nutshell o  The features

•  Gasblitzer – a reality check o  Needs fitting the market o  On revenues

•  Project features and planing outcomes



Smart(?)phones and drivers these days •  Apps exist for helping

drivers for all purposes…: o  Navigation o  Speed enforcement zones o  Gas prices applications o  Traffic monitoring systems

•  … But none really useful while driving: o  Too complex: tapping and

concentrating on directions given by a screen is often while driving is too complex => the main focus of the driver is the road, not the phone!

o  Too many devices in the car, often not interoperable: between the sound system, the navigation system, the phones, the DVD player and the rest of the car, too many knobs and screens in the car => The car is not (yet) a fighter-plane !

o  Too much out-dated information: traffic warning information often poorly done, same for many other information => No comprehensive fast-paced information available!



The solution: GasBli'er! •  An integrated platform:

A smartphone app & A community site

•  On your phone: All drive-enhancing information available in one: o  Traffic, construction works, o  Radar, and speed-enforcing zones, o  Gas prices on stations,

•  On your community site: learn from your performance: o  Monitor your drive performance, your

mileage, your travels, o  Get insights about your driving

performance o  Keep track of the gas price at gas

stations

•  Social by nature: connect with other drivers o  Crowd-sourced traffic information by

smartphone data exploitation o  Interface to Facebook, Foursquare

and other media, o  Share on dedicated community

forums.

•  Enhancing loyalty & benefits: contribute and get rewards: o  Take a picture of gas price signs, the

software takes care of the rest, o  Signal radar controls and trafic jams, o  … get rewarded by contributing:

unlock features, get coupons



Target market facts •  Development strategy:

o  Focus on Germany first (Austria & Switzerland to follow) o  At a second stage, expansion to other countries

•  German market: o  TAM: German drivers: more than 20 million people o  SAM: German drivers using an app for car-related matters

•  2 – 4 million people (According to the app stores downloads) •  Same growth rate than the smartphone equipment rate

o  SOM: Target market : 100 – 200 kusers sought market •  Allows healthy margins on the exploitation costs •  Allows relevant data gathering from user database exploitation



Customer-‐‑gained insights •  On the data:

o  2-stage survey: 26 people after 3 days, expanded by 30 since then o  Completion rate: 60%

•  Profiling the user: o  Typical user: Male (63%), Android-user (60%), with technical background o  Driven kilometers: mean distance is at 5000 km / year, but wide spread

•  Much small-distance and intermediate inner city drivers (48%) •  A significant amount (more than 25%) of long-distance drivers: 20000 km and

more •  Over all categories, the weigthed average use of the app is of 3,86 hours /

week o  Most appreciated features:

•  „situation awareness radar“ (ie. Giving the state of the road without navigation incl. Gas prices, traffic jams, &C.) is much appreciated (since most of the drivers know where they are going when the distance is short)

•  Profile & history-sharing platforms is also a much-appreciated feature: the possibilty to get information about various aspects of driving after driving is also a key feature

•  Usability plays a significant role: the app shall „take care of itself“ without much interaction.

•  Sorcing prices by picture is key to user involvement!



Development costs & Revenue models •  Development & operation costing:

o  Dev phase: 300 - 400 kEUR, 1 year development time o  Operations: 550 kEUR exploitation costs / year

•  Various sources of revenue o  Ad-posting revenues: to be tapped first! o  Profile exploitation revevenues: to be tapped in expansion phase o  Expansion of the platform with parent services (tailored car insurances,

&c.) possible!



Ad-‐‑generated revenues & break-‐‑even points •  Ad-related facts of GasBlitzer

o  More than 3,46 hours / user / week ad exposition: but more to o  Very targetted customers – good focus & target group o  But few clicks, since the user drives while the app is running

=> when stabilized, the user base of the App will be a highly focused long-using group, making it a pofitable source of primary income.

•  Ads and exploitation costs o  All calculations have been made around Ad-generated incomes o  Assessing conservatively the revenue streams from ads:

•  Operational costs are entirely covered from 32,5 kUsers / week •  Development costs fully amortized in 2,5 years with 44,2 kUsers / week

Given the potential, the figures seems largely feasible



OAP: Conclusions •  GasBlitzer targets specific needs of drivers

o  Ergonomy o  Real-time fusion of datas from various sources o  Really enhances driving

•  GasBlitzer bears specific constraints & challenges o  Few interactions during driving, o  Autonomy, battery life of the phone. o  Involvement of customers in the usabiliy

=> to be percesed in the OEP phase

•  So, is it worth pursuing? Yes, definitively!



Thank you for your aNention! •  Questions?

2012 05-18 - gas blitzer oap presentation

Technology