Beruflich Dokumente
Kultur Dokumente
Journey
Be
a
parent,
not
a
chauffeur
Ritu Narayan, GSB Maayan Yavne, GSB Yang Zi Dong, MS&E Eric Lam, CS
Child Transportation
Busy Parents
Initial Hypothesis
d Transportation is the #1 reason why parents have to scale down their car
beginning
Busy Parents Children Drivers
Meet Ben
“Text info was very helpful”
“An inefficient route from Pinewood to Home”
“My only concern was how a change might impact
you”
Windows of opportunity are correlated with breakdown of current solu6on
Parents
value
our
service
against
their
exis6ng
op6ons
on
a
cost-‐basis
-‐
they
do
not
calculate
opportunity
costs
Doub6ng
our
ini6al
value
proposi6on
Need
to
find
segments
for
whom
our
serv
holds
the
highest
value
Transportation Cooking
Independent Drivers
Schools
Corporations
Activity Centers
HR (Recruitment) HR (Benefits)
Independent
Drivers
Sc
Corporations
HR (Recruitment) HR (Benefits)
Facebook advertising
20 Pilot Signups
Drivers
-‐
Value
advanced
scheduling
-‐
Value
addi;onal
leads
spira;onal-‐Value
and
safety
valida;on
charge
by
hour,
no
Uber
pricing
for
Liked
personalized
experience
of
car,
Enjoyed
Service,
Convenienc
advanced
scheduling
chat,
and
music
in
car
Flexibility
Uber
only
to
fill
in
on
demand
down
Price
per
ride
expecta6on
belo
Influenced
parents
to
provide
high
NPS
6me
even
Cost ($50 per hour) > Price per ride ($20 for ½ hour carpool)
nts
are
great
referrals,
LTV
can
Needs
valid
license
and
insurance
Kids
can
be
delighted
b
be
high
$800
coverage
paying
aUen6on
to
the
preferences
ing
needs
to
work
for
ongoing
Should
think
repeat
use
Advance
scheduling
=
Lower
cost
Schedule
a
ride
h
tracks
Jenny’s
ride
ney Video
ndix
arket Sizing Estimate (High Performance
dividuals)
umber of Full time Working Women in the 43,200,000 TAM: $18.1 B
S
d Activities/week 2
TM: $1.11 B
eeks per year 50
Lifetime 50% of our overall families estimated to be under $800 per family
Value subscription plan given repeat and predictable nature
of school and activity rides. This gives us a high LTV
per user
Price per Fixed price + Mileage + Time $22 per ride per kid (Assumption)
ride Average distance = 5 miles, Average time = 30 minutes
Cost per Driver pay (assuming driver has own vehicle, is $17 per ride per kid (Assumption, still
ride licensed and insured, is paying for gas) validating driver fit vs. cost)
Margin per We expect people to pay comparable price of Uber X 20% over driver cost per ride
ride and additional 15-20% premium for trust and safety for
kids.
Customer Referral, online, and direct sales to grow customer $20- 50 per user (online vs. offline
Acquisition base sales)
Cost
cs
that
maXer
Metrics What it means for us Value
Number of Referrals from existing families will reduce marketing 2 referrals per current family
Referrals cost and increase loyal base per year
Number of new Grow customer base - same city area, expand to 10 new family per week
family sign ups new cities
Operational We will have an ongoing cost of insurance for driver, Insurance - around $2000
Cost background checks, direct sales, customer support, per year per driver
and R&D Background check - $30 per
driver, Direct Sales - $
50,000 per year, Customer
Support - $10 per call, R&D -
500k