yaygo final 2013 berkeley
TRANSCRIPT
COMFORTABLE COMMUTES
Final
Presentation
April 10, 2013
11 Interviews of 124 total
Michael Vladimer | Ignacio Garcia | Mariana Torres | Brian Murphy 1
The LLP Team
Michael Vladimer Haas School of Business, MBA „13
Ignacio Garcia Haas School of Business, MBA „13
Mariana Torres City & Regional Planning, MCP „13
Brian Murphy School of Information, MIMS ‟14
2
The idea
Affordable, reliable rides using shared
shuttles with on-demand ride request and
dynamic routing.
3
We Eliminated 5 of 7 Potential
Customer Segments Quickly
Segment Interviews Result
Partiers 7 FAIL
Tourists 6 FAIL
Event
Goers5 FAIL
Students 5 FAIL
Hotels 4 FAIL
“I‟d totally use this once a month!”
“It‟s been pretty easy to get
around…”
“I like Uber – cost isn’t really an
issue for events like this.”
“I usually just walk around school.”
“We already work with lots of
transportation companies…”
5
50 Interviews, Two Archetypes
MARK
Marketing Mgr
Usage Fee
(Monthly)
GAIN:alternative to long,
complex Muni
commute
PETER
Product Manager
Yield Management
(Daily)
GAIN:occasional solution when he needs to
commute
7
As We Tested Channels,
Another Customer Emerged
OLGA
Office Manager
Monthly subsidy
per employee
GAIN:New employee
perk for recruiting
8
Canvas Evolution:
Customer Segment
Customer Segment
Hotels
Companies
Commuters
Event-Goers
Partiers
Students
Tourists
Customer Segment
Hotels
*Employers
*SF Commuters
Event-Goers
Partiers
Students
Tourists
Customer Segment
*Shuttle Cos.
*Tech Employer
Perk Managers
*Tech Co.
Employees
Week 12Week 1 Week 4
9
Getting Interested Employees
To Ride Was a Challenge
“I'm just tired of
having to stand on
the bus every day. I want a seat!”
“Muni continues to
get worse & driving is too
expensive”
63 Riders Interested
18 Sign Ups
5 Riders
(Free April 1 Test)
GOOD: Enthusiasm BAD: Conversion
14
Needed Lower Upfront Costs
Week 1
Week 6
Week 10
PRICE/HR REASON
$100
$95
$50
Rack Rate
Intrigued
Rev Share!
15
Our Economics Clarified
OLGAOffice Manager
(for Mark)
MARKMarketing Mgr
(monthly)
PETERProduct Manager
(daily)
$200/mo(20 rides)
$50/mo(25 rides: 20 co.
rides + 5 out of pocket rides)
$50/hr +
20% REV
Pricing per Ride: Monthly subscription: $10; Daily: $15
$90/mo(6 rides)
16
$ in
$ out
Canvas Evolution:
Revenue Streams
Revenue Streams
Per-Ride Fee
Hub Sales
Customer Segment
Per-Ride Fee
*Hub Sales
*Subscriptions
Customer Segment
Per-Ride Fee
Subscriptions
*Company subsidy
for employees
Week 12Week 1 Week 6
17
Canvas Evolution:
Cost Structure
Cost Structure
Shuttle rental
(high, upfront)
Fixed costs
Cost Structure
Shuttle rental
(high, upfront)
*Shuttle rental
(medium, upfront)
Fixed costs
Cost Structure
*Shuttle rental
(low, upfront)
*Revenue share
with supplier (low,
post-service)
Fixed costs
Week 12Week 1 Week 8
18
Many Regulatory Concerns
On-demand Rideshare
Multiple, PaidPick-ups
Stops/Zoning
Union, Industry and GovResistance
“Yaygo is not
viable. You
should pivot.”- Cliff, Weeks 1-4
20
But Regulations Are In Flux
We Interviewed: They Told Us:
Open to rideshare solutions,
with caveats
Encouraging rideshare and
transit innovation
Approved to operate…for
now
Re-writing policy due to
consumer outcryCA & SF Public
Utilities Commission
21
We Found Allies & Momentum
“Position yourself as
getting people out of
cars – that’s a big
deal.”- Ratna Amin, SPUR
“We’ve spoken to the
CA PUC to make sure
what Ridepal is doing is
legal, and so far it is.”- Nathalie Criou, Ridepal CEO
“Potrero Hill is asking for a Shuttle.”
- Carly Paine, SF MTA
22
Key Partners
*Shuttle Providers
Advocacy Groups
Bars, Clubs, Rest.
Employers
Stadiums, Conv.
Universities,Schools
Hotels, Museums
*Transit Agencies
Canvas Evolution:
Key Partners
Key Partners
Shuttle Companies
Advocacy Groups
Bars, Clubs, Rest.
Employers
Stadiums, Conv.
Universities,Schools
Hotels, Museums
Key Partners
Shuttle Providers
Advocacy Groups
Employers
Transit Agencies
*Government
Agencies
Week 12Week 1 Week 5
23
April 1 Test Results
1 subscriber
5 riders
People want to ride Yaygo
No legality issues during test
Validated $10/ride; $250/month
Google Maps work for Beta Trials
Happy riders!
Will Yaygo Go On?
Maybe.
Commuters have real pain
But…economics and regulation make
transportation tricky
So for now…
28
Week 2
32
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t lecompanies»
Sh ut t le
Provid e rs»
NGOs/Ad vo ca cy
g rou pssup port in g
mo b ilit yso lu t ions»
Ba rs, clu bsa n d
re st a ura nt s»
Emp loye rs»
St a d iums,
con ve nt ionce n t e rs
»
Unive rsit ie s ,
scho o ls»
Hot e ls,
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dyn a micpr icin g
»
Qu a lit yco nt ro l
shu t t le s/d r ive rs/r ide rs
»
VALUEPROPOSI TI ONS
GAIN:Efficie n t ,
e n jo ya b le co mmut e
»
GAIN:Re lia b le
p ickupt ime »
GAIN:Safe
t ransport a t ion»
De le t e »
GAIN:Tra ve lin
groups> 4»
Ga in :
Cust omiz e d ,fu n
rid e (music, e t c. )»
M VP:p ubcra w l»
Fe a t ure s:Ap p&
CUSTOMERRELATI ONSHI PS
Self-customizedrider
pro file»
Ride che ck-in
t h roug hFa ce b ook
»
CUSTOMERSEGMENTS
Part iers»
IGNORECommut ers
(p laceholderunt ilwe
re-associatewithnew
commut ersegments)
»
Event -goers»
Te e n a ge rs»
Tourist s»
KEYRESOURCES
PHYSICAL:Ba y
Are a Shut t le s,
St opp ingZ one s»
O urse rvice is
no t cle a rlyille g a l»
Cloud/server»
CHANNELS
Websit e ,communit y
groups& blogs»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixe d co st :Insura nce , IT,le ga l,corpora t e »
REVENUESTREAMS
Per-r idefee»
Hu bsa le s»
Sub scrip t ions»
Week 3
33
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t lecompanies»
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Bars,clubsand
rest aurant s»
Employers»
St adiums,convent ion
cente rs»
Universit ies,schools»
Hote ls,museumsand
point sofinterest»
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
Pa ybyp hon e via
cre d it ca rd»
Delete»
GAIN:Trave lingroups
> 4»
Gain:Customized,fun
ride(music,et c.)»
MVP:pubcrawl»
CUSTOMERRELATI ONSHI PS
Self-customizedrider
pro file»
Ridecheck-int hrough
Facebook»
GET:Loca l
Orga n iz a t io ns,B2B
re fe rra ls»
CUSTOMERSEGMENTS
Part iers»
IGNORECommut ers
(p laceholderunt ilwe
re-associatewithnew
commut ersegments)
»
Event -goers»
Teenagers»
Tourist s»
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
Ourserviceisnot
clearlyillegal»
Cloud/server»
CHANNELS
Websit e ,communit y
groups& blogs»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAMS
Per-r idefee»
Hubsales»
Subscrip t ions»
Week 4
34
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t lecompanies»
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Bars,clubsand
rest aurant s»
Employers»
St adiums,convent ion
cente rs»
Universit ies,schools»
Hote ls,museumsand
point sofinterest»
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
Paybyphonevia
creditcard»
Delete»
GAIN:Trave lingroups
> 4»
Gain:Customized,fun
ride(music,et c.)»
MVP:pubcrawl»
CUSTOMERRELATI ONSHI PS
Self-customizedrider
pro file»
Ridecheck-int hrough
Facebook»
GET:Local
Organizat ions,B2B
referra ls»
CUSTOMERSEGMENTS
Part iers»
IGNORECommut ers
(p laceholderunt ilwe
re-associatewithnew
commut ersegments)
»
Event -goers»
Teenagers»
Shu t t le
Provide rs»
Te chcomp a ny
e mp loye e s(SF-o n ly
commut e )»
Int ra cit ySF
Co mmut e rs:Re t a il
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
Ourserviceisnot
clearlyillegal»
Cloud/server»
CHANNELS
Websit e ,communit y
groups& blogs»
M o bile Ap p»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAMS
Per-r idefee»
Hubsales»
Subscrip t ions»
Week 5
35
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t lecompanies»
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Bars,clubsand
rest aurant s»
Employers»
St adiums,convent ion
cente rs»
Universit ies,schools»
Hote ls,museumsand
point sofinterest»
Tra nsit Age ncie s
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
GAIN:Trave lingroups
> 4»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
CUSTOMERRELATI ONSHI PS
Self-customizedrider
pro file»
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
CUSTOMERSEGMENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
In t racit ySF
Commuters:Reta il
Workers»
B2B:Te ch
compa nie s»
Te chcomp a ny
e mp loye e s
(First /La st M ile in
SF)»
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
Ourserviceisnot
clearlyillegal»
Cloud/server»
CHANNELS
O ffice ma na ge rs
(pe rkga t e
ke e pe rs)»
MobileApp»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAMS
Per-r idefee»
Hubsales»
Subscrip t ions»
Week 6
36
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Employers»
TransitAgencies»
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
shut t leut ilizat ionand
recurringdemand»
CUSTOMERRELATI ONSHI PS
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
Cont racts»
GROW:Referra l
CUSTOMERSEGMENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
B2B:Techcompanies
»
Techcompany
employees(First /Last
MileinSF)»
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
Ourserviceisnot
clearlyillegal»
Cloud/server»
CHANNELS
Officemanagers(perk
gat ekeepers)»
MobileApp»
W e bsit e »
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAMS
Per-r idefee»
Subscrip t ions»
Hubsales»
Comp a nysu bsidyfore mploye e s(fla t -ra t e p e rmo nt h ,
cha rge pe r-r id e )»
Week 7
37
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Employers»
TransitAgencies»
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
shut t leut ilizat ionand
recurringdemand»
CUSTOMERRELATI ONSHI PS
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
Cont racts»
GROW:Referra l
CUSTOMERSEGMENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
B2B:Techcompanies
»
Techcompany
employees(First /Last
MileinSF)»
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
Ourserviceisnot
clearlyillegal»
Cloud/server»
CHANNELS
Officemanagers(perk
gat ekeepers)»
MobileApp»
Websit e»
Dire ct Sa le s»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAMS
Per-r idefee»
Subscrip t ions»
Companysubsidyfo remployees(fla t -ra t epermonth,chargeper-
ride)»
Week 8
38
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Employers»
TransitAgencies»
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
shut t leut ilizat ionand
recurringdemand»
CUSTOMERRELATI ONSHI PS
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
Cont racts»
GROW:Referra l
CUSTOMERSEGMENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
B2B:Techcompanies
»
Techcompany
employees(First /Last
MileinSF)»
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
Ourserviceisnot
clearlyillegal»
Cloud/server»
CHANNELS
Officemanagers(perk
gat ekeepers)»
MobileApp»
Websit e»
DirectSales»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAMS
Per-r idefee»
Subscrip t ions»
Companysubsidyfo remployees(fla t -ra t epermonth,chargeper-
ride)»
Week 9
39
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Employers»
TransitAgencies»
KEYACTIVITIES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPO SITIO NS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
shut t leut ilizat ionand
recurringdemand»
CUSTOM ER
RELATIO NSHIPS
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
Cont racts»
GROW:Referra l
CUSTOM ERSEGM ENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
B2B:Techcompanies
»
Techcompany
employees(First /Last
MileinSF)»
KEYRESO URCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
FINANCIAL:Seed
capit a l,grants,rev-
sharewit hshut t les»
HUMAN:
CHANNELS
Officemanagers(perk
gat ekeepers)»
MobileApp»
Websit e»
DirectSales»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAM S
Per-r idefee»
Subscrip t ions»
Companysubsidyfo remployees(fla t -ra t epermonth,chargeper-
ride)»
Week 10
40
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Employers»
TransitAgencies»
KEYACTIVITIES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPO SITIO NS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
shut t leut ilizat ionand
recurringdemand»
CUSTOM ER
RELATIO NSHIPS
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
Cont racts»
GROW:Referra l
CUSTOM ERSEGM ENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
B2B:Techcompanies
»
Techcompany
employees(First /Last
MileinSF)»
KEYRESO URCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
FINANCIAL:Seed
capit a l,grants,rev-
sharewit hshut t les»
HUMAN:
CHANNELS
Officemanagers(perk
gat ekeepers)»
MobileApp»
Websit e»
DirectSales»
COSTSTRUCTURE
Variab lecost :shut t lerenta l»
Fixedcost :Insurance,IT,legal,corporate»
REVENUESTREAM S
Per-r idefee»
Subscrip t ions»
Companysubsidyfo remployees(fla t -ra t epermonth,chargeper-
ride)»
Week 12
41
LaunchPadCent ral
Lic ensedfrom businessm ode lgenerat ion .c om underaCrea t iveCom m onsAt t r ibut ion-ShareAl ike3.0Unpor t edLic ense
KEYPARTNERS
Shut t leProviders»
NGOs/Advocacy
groupssupport ing
mobilit ysolut ions»
Employers»
TransitAgencies»
Gove rnme nt
Age n cie s»
KEYACTI VI TI ES
Dynamicshut t le
rout ing»
Dynamicpricing»
Qualit ycont ro l
shut t les/drivers/riders
»
VALUEPROPOSI TI ONS
GAIN:Efficien t ,
en joyablecommut e»
GAIN:Reliab lepickup
t ime»
GAIN:Safe
t ransport a t ion»
PAIN:Peakin t racit y
commutesare
overcrowded,
unpleasant »
GAIN:Quickandeasy
tobookaride»
GAIN:Improved
shut t leut ilizat ionand
recurringdemand»
CUSTOMERRELATI ONSHI PS
GET:Local
Organizat ions,B2B
referra ls»
KEEP:Loyalt y
Program,Long-t erm
Cont racts»
GROW:Referra l
CUSTOMERSEGMENTS
Shut t leProviders»
Techcompany
employees(SF-only
commut e)»
B2B:Techcompanies
»
Techcompany
employees(First /Last
MileinSF)»
KEYRESOURCES
PHYSICAL:BayArea
Shut t les,St opping
Zones»
FINANCIAL:Seed
capit a l,grants,rev-
sharewit hshut t les»
HUMAN:
CHANNELS
Officemanagers(perk
gat ekeepers)»
MobileApp»
Websit e»
DirectSales»
COSTSTRUCTURE
Fixedcost :Insurance,IT,legal,corporate»
Sh ut t le Re nt a l(lo w ,up fro nt cost )»
Re v-sha re w it hSh ut t le Supp lie r(low ,po st -se rvice cost )
»
REVENUESTREAMS
Per-r idefee»
Subscrip t ions»
Companysubsidyfo remployees(fla t -ra t epermonth,chargeper-
ride)»