3. Executive Summary
• A ride sharing app, that can be used not for sharing car and bike, but
also Autorickshaw and other modes of transport.
• Currently the apps concentrate only on personal ride sharing
• There is huge potential for sharing other modes of transports which
this app will try to focus on.
• Also, currently payment mechanism has some issues which will be
addressed by integrating wallets.
4. Situational Analysis
Strength
Payment gateway
integration
Confirm ride sharing
Weakness
New entrant in the
market
Availability of funds
Opportunity
Emerging economy and
changing consumer
dynamics
Increase in disposable
income
Climate awareness and
traffic problem
Threats
Government regulations
Problems like theft and
misbehaviour etc.
5. Situational Analysis
• Competitors- BlaBla Car, sRide
• Current revenue is USD 371 million and is expected to grow at CAGr
of 19.6%
• Current User penetration is 2.5% and is expected to be around 3.9%
by 2022
• Average revenue per user is around USD 11 per user
6. Goal
• Topridesharingappforallkindsofrides
• 10,000+ Downloadsinfirst6monthsoflaunch
• Target conversion rate (about 3-5%)
• Revenuetarget ofRs.2cr. in year one to Rs.20 cr. in 5 years
• Establish brand identity by positioning as onestopsolutiontosavemoney
forallkindsofridesharing
7. Strategy
• Launch the app in phases
• Target tier 1 cities in phase 1
• The app would be launched in the metro cities first
• The target consumer in first stage would be all the middle level
salaried people who travel daily
• Making them share their rides like Autos, Cars and Bikes by providing
some incentives
• Conducting seminars in offices to educate people about benefits of
ride sharing
8. Strategy
• These seminars would include financial savings that people would
have after sharing rides
• It would also include positioning the app as safe and secure because
security is the major issue
9. Strategy- STP
• Segmentation will be based on behavior and people who are price-
conscious will be targeted. Another factor would be Demographic
where we would target people based on income level.
• Positioning of the app would be based on the points of differentiation
listed in next slide
10. Strategy- Positioning
Points of Parity-
• Sharing of Rides with verified members only
• Sharing rides within and outside city
• App with security feature for emergency
• Payment wallets integrated for online payments
• Rate your rides and give feedback
Points of Differentiation-
• Predetermined fares for rides to avoid surge pricing
• Sharing of Auto-Rickshaw and other transport modes included
• Share rides within your Corporate and College groups
11. Strategy – Marketing Objective
• Increase consumer awareness about the brand using Social Media
and Mobile advertisements
• Increase subscribers to the app to generate revenue
• Position brand in the minds using value communication
12. Strategy- 4 P’s
Product
Free Features-
• Sharing and booking rides
• Security feature
• Rate Rides and give feedback
Premium features:
• List your rides for sharing with assured ride sharing and cost saving
• Auto-fare calculation and route optimization
• Telephone based registration for Members
• Online Payment via wallets like Paytm, Freecharge etc.
• Chat features and track your ride feature enabled
13. Strategy- 4 P’s
Price
$2 in order to sustain the operations cost initially for the technology
and customer support. We'll recover rest of the cost from commission
charges per ride basis from the ride sharer.
14. Strategy- 4 P’s
Promotion
Tie-up with corporate and educational institutions to promote on their
premises via personal network.
Using Social media platforms like Whatsapp, Facebook by sharing
exciting content to attract and engage audience as well as writing
relevant blogs to attract audience.
17. Created by Manish Bhatia, SBM NMIMS Mumbai
during the Marketing Management internship
under Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur, IIM LucknowManish Bhatia, SBM, NMIMS Mumbai
