pbsn case comp slide deck
TRANSCRIPT
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DIVE INTO DIVV
Angela, Helen, Rosie, Sherry
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Divv should primarily target university students to maximize growth in Ontario before working on
nationwide expansion through Vancouver
RECOMMENDATION
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1. Situation Analysis2. Target Market3. Phase Implementation4. Financial Forecast5. Conclusion
AGENDA
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Divv’s niche is its share accessibility and enhanced security
Opportunity for security and safety brand image
Compatability of two methods of transportation brought to one location
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0
1
2
3Supplier Power
Buyer Power
Threat of Substitution
Threat of New Entry
Taxi-Sharing Ride-Sharing
Focus on breaking into the taxi and ride-sharing industries should be equal
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Uber and Facebook rideshare groups are the strongest competitors
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PRIMARY TARGET MARKET: UNIVERSITY STUDENTS
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PHASE 1:WESTERN UNIVERSITY STUDENTS
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Dylan’s Day
9:30 amChecks social
media
10:30 amOn-campus advertising 1:00 pm
Free rides available!
5:00 pmDivv to dinner
date
8:00 pmDylan puts up a
ride share
9:00 pmDylan Divvs
home
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The schedule of events for Phase 1 begins in January 2016
ACTIVITY DATE RANGE – 2016Meet with Western administration January – March“Dive into Divv” – Campus ambassadors contest
September
O-Week with Divv September 9-15Homecoming with Divv September 23Divvy Up the Swag! Program October – AprilDivv’s Thanksgiving October 5 – 6Halloween with Divv October12 Days of Divv DecemberPrepare for Phase 2 – Partnerships with other Ontario universities
February
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PHASE 2:ONTARIO UNIVERSITY STUDENTS
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PHASE 3:BC/NATIONWIDE EXPANSION
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Revenue 100,000Cost of Sale 40,000
Gross Profit 60,000
ExpensesMarketing 7,000Ambassador Wages 10,000Utilities 2,400Rides 10,000
Total Expenses 29,400
Net Income 30,600
Hats28%
Touchscreen Gloves 29%
Sunglasses13%
Free Rides29%
Other 1%Marketing Expense
Projected net income after the first year of release is $30,600
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CONCLUSION
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Appendix 1: London serves as a better indicator for Ontario-wide expansion
VANCOUVER
• City-wide commitment to sustainability• Over 50% of residents do not commute
by cars• Growth could be inflated by users with an
environmental conscience as opposed to directly targeting university students
LONDON
• Easy to track growth through university students
• Primary focus on Ontario expansion• Most knowledge about London