3 Stages of Product Management

The Problem

South Africans pay an average rate of $23.08 per Mbps, as compared to the global median rate of $5.36 per Mbps.

The Solution

Product/Market Fit

• Business Model Canvas

• Value Proposition Canvas

Business Model Canvas

Customer Segments

• Low income Commuters who use smartphones and fall under LMS 6 (Living Standard Measure 6:No car in household )

• Brands who want to reach to the customers to sell their product/services.

• Taxi Operators/Drivers

Value Propositions -I

For Taxi Travellers:• Free internet while connecting to Moovah wi-fi.• Option to freely download or stream digital content on the app at very high speeds(at around 100 Mbps).• Geo-located benefits (e.g, deals, discounts etc)• Customer can save both data and money.• Support available on all blackberry/Android phones

Value Propositions-II

For Brands:• Publish digital content• Reward commuters• sponsor a taxi• Brand awareness in the taxi/app.• Content Publication• Get commuter insights.• Offer deals

Value Propositions-III

For Taxi Operators/Drivers:• Additional revenue stream from monthly

payment for deploying device.• Preferred provider for commuters, increasing

their revenue streams.• Earn revenue as a media outlet for

organizations using Moovah to promote their products

Key Activities

• Connect with more taxis to be part of SA Taxi Finance

• Connect with brands for deals and discounts• Solidify internet infrastructure to handle peak

hours• Regular device maintainance and content

updation activities.• Interim bux fixes

Key Partners

Key Resources

• Product Manager• UX designers• Marketing & Sales• HR• Intellectual Property

Channels

• Smartphone (Blackberry/Android) app/website

• Blog, medium etc• Social media tools e.g. Linkedin, Facebook, Twitter, Google +

Customer Relationships

• Customer support (email, sms, phone)• Push notifications

Cost Structure

• Device Fees• Salary for employees• Office rent• Cloud cost• App maintenance charges• Advertisement cost

Revenue Streams

• Subscription methods• Analytics• Fees brands pay for advertisements

Value Proposition Canvas

High internet cost

Access to customers

Vehicle/fuel cost

Free Wi-fi in Taxi

Brand Presence

Extra Income

Sponsor taxiCommuter insight,rewards

Provides fast internet and deals in the route

Faster download, discount offers

Scale

39 millions public transport commuters

25 million taxi commuters

12.5 million taxi commuters assuming 50% market share

• Currently being piloted in 75 taxis in Gauteng and the Western Cape area.

• To cover the market, we need to roll out the device in all taxis.

• Taxi fleet is 250000 odd in SA and assuming 7000 roll outs happen in a month:

• First Year Vision:84000 roll outs• Second Year Vision:168000 roll outs• Third year vision:250000 (or remaining) roll

outs

References

• http://www.techsmart.co.za/news/Onroot-brings-free-Wi-Fi-to-taxis-with-Moovah-app.html

• http://www.news24.com/Archives/City-Press/Moovah-gets-SA-taxi-commuters-surfing-the-net-20150430