Final Pitch of PickUsUp

1. Drink & Drive, but responsibly:
use PickUsUp!

2. Agenda – PickUsUp Journey
*based on interviews
1. Problem – A Business Opportunity
2. Solution – What we offer
3. Market – Where we offer our service
4. Clients – Our Target Segments
5. Technology – How we implement it
6. Competition – Who we fight against
7. Traction – Proof for the need
8. Marketing & Growth Strategy
9. The Team – Better Together
10. Calendar – Successful Timing
11. Financials

3. Problem – A Business Opportunity
*based on interviews
Unplanned excess alcohol consumption
Reported by 60% of the young target segment
No willingness to be designated
driver
Reported by 75% of young target segment
Alcohol as standard beverage for
shared dinners
Reported by 81% of older target segment
*based on interviews

4. Drink & Drive, but responsibly:use PickUsUp!
Solution – What we offer
1.
2.
3.
4.
Business Process:
1. Client requests service via phone
or PickUsUp app
2. PickUsUp driver is dispatched and
meets client at location of car
3. Client is taken to his home in his
car
4. Price is calculated based on
distance, measured with taximeter
5. PickUsUp driver returns to base/
to next service drive
Price Discrimination:
Normal Fare: 1,70€/km
Student Fare: 1,53€/km
Minimum Fare: 5€
(discrimination based on interview responses)

5. Market – Where we offer our service
Target Industry:
Individual
Transportation /
Mobility Services
Market Size in
Lisbon:
Target Customers:
Car owners with
heavy car usage
patterns
(no interest in
forgoing car usage)
Industry Trends:
New competitors
(Uber) entering
market space
Initial target market: Lisbon Area
Scalability of approach to other cities & countries
Inhabitants owning car and consuming alcohol
Year 1 Year 2 Year 3
175.360 296.320 551.680

6. Older Segment
25-65
Shared dinner with
friends & family
Strong need for car due
to work
Young Segment
18-24
Go out with friends for
partying
Car as status symbol and
mean of convenience
Clients – Our Target Segments

7. Foldable
electric scooter
PickUsUp App
 GPS
 Photos of drivers
 Rating system
Phone line
Technology – How we implement it

8. Technology – The PickUsUp App
GPS function
 To locate the client
 Future function: request driver to a
different location than the current one
Driver selection
 Client can select preferred driver
 “Non availability”-function for drivers
currently on service drive
 Calculation of needed pick-up time

9. Technology – The PickUsUp App
Verification Code
 Client receives confirmation of
request if waiting time is accepted
 Verification code to certify the
identity of the driver (compared at
pick up-location)
Driver Rating
 Client can rate driver
 Ratings visible for other users
 Enhance marketing potential of app
by referring to Facebook and Twitter

10. Technology – The Scooter
DiBlasi Scooter
 Foldable electric scooter
 Max. speed 40km/h
 Reach of ≈60km
 Carrying case to protect client’s car
(based on worried interview responses)

11. Public
Transport
Taxis
Uber
Private
Drivers
Competition – Who we fight against
Competitive Advantage of PickUsUp
 Having the car at home
 Competitive pricing
 Advantage of rating system

12. Competition – Who we fight against
Strengths of competitors and PickUsUp’s reaction
 Public Transports: affordability  PickUsUp offers competitive pricing &
convenience of having car at home
 Taxis: availability  PickUsUp aims at continuously expanding its reach and
increasing the number of drivers & scooters
 Uber: novelty of the concept  PickUsUp also offers this novelty of the
concept
 Private Drivers: comfort  PickUsUp offers comfort of being driven in own car
for a lower price

13. Competition – Insights
Public Transports Users
Individuals use Public Transports in Lisbon40%
http://observador.pt/2014/10/21/mais-de-metade-dos-habitantes-da-grande-lisboa-nao-usa-transportes-publicos/
Young People are the heavy users of Public Transports
Availability of Taxis
http://www.imtt.pt/sites/IMTT/Portugues/Observatorio/Estatisticas/Passageiros/Documents/TAXI-EVOLUCAO_2000-2010.pdf

14. Consumed alcohol
without planning to
do so
61%
Interested in using
our service
Willing to pay an
extra amount
compared to taxi
prices
85%
86%
Traction – Proof for the need
Interview Results
Likes within a few
days on Facebook
276
Potential
partnerships
2

15. Marketing & Growth Strategy
AWARENESS GROWTH
 Guerilla Marketing
 Flyers & Brochures
 Membership Card
 Drip Marketing
 WOM
 Direct Contact
RETENTION

16. Detailed Marketing Plan for each stage
Persuade target customers to:
-Enter homepage & sign up for
newsletter
-Like Facebook page
-Follow on Twitter
-Download app
Persuade target customers to:
Sign up for app
Channels:
Facebook, Twitter, flyers, flags on
scooters, SEO
Channels:
General e-mail, CTA on Facebook
Persuade target customers to:
Explore app and get used to its
features and the features of the
service
Persuade target customers to:
Use service for the first time
Channels:
Direct e-mail
Channels:
Direct e-mail, SMS
Relationship Marketing
How to GET our customers

17. Detailed Marketing Plan for each stage
Relationship Marketing
How to KEEP our customers
Communicate with customers:
-Thank for usage
-Ask for feedback
Communicate with customers:
Keep them updated about
development of company
Channels:
Direct e-mail, in-app messages,
SMS, Facebook
Channels:
Social media, mail newsletter, direct
e-mail, SMS for special events
Communicate with customers:
Establish direct contact to specific
users:
-Ask for weekend plans
-Recommend usage of service
Channels:
Direct e-mail, SMS
DRIP MARKETING
Adjust the specific messages the users receive
based on their behavior and preferences!

18. Detailed Marketing Plan for each stage
Relationship Marketing
How to GROW our customers
Persuade clients to:
Use our service again
Persuade clients to:
Use our service more often
= become a regular client
Channels:
Direct e-mail, SMS
Channels:
Maintain awareness by using
preferred communication channel,
introduce discount card for regular
users
Less relevant at the moment
Persuade clients to:
Recommend our service to family &
friends
Find a famous brand ambassador
after usage of service
Channels:
Direct e-mail, Facebook

19. The Team – Better Together
The power of our team is based on
 Various nationalities
 Different educational background
 Diverse strengths and skills
+ team builder
+ strategic
thinking
+ good
with numbers
+ detail
oriented
+ creative

20. 2015
Company
Development
Inner Lisbon
1200 Potential users
10 DiBlasi Scooters
2016
2017
2018
Loures, Odivelas,
Amadora, Almada
4400 Potential users
20 Scooters, 10 Motorbikes
Calendar – Successful Timing
Oeiras, Cascais
2200 Potential users
15 Scooters, 5 Motorbikes

21. 2015
Company
Development
Calendar – Successful Timing
What the PickUsUp team has been working on:
 Development of marketing plan to create awareness and retain clients
 Contacting Portuguese government to establish a potential partnership
 Development of pricing approach & discrimination
 Selection of scooters
 Determination of target area
 Conduction of interviews and focus group with potential clients to gain traction
 Conduction of survey to determine highly valued service attributes

22. 60.000€ 188.000€ 528.000€
Y1 REVENUES Y3
Financials – Company Development
1200 2200 4400
Y1 USER GROWTH Y3
159.000€ 223.000€ 403.000€
Y1 EXPENSES Y3
-99.000€ -35.000€ 125.000€
Y1 EBITDA Y3
*assumptions based on calculations of the PickUsUp team, more details provided on next slide

23. STEP 1: Calculation of potential user numbers
 Based on population in target areas, car usage and alcohol usage
 Potential number of users in Y1: 17.500
 Assumed customer conversion rate: 7%  1200 potential users in Y1
 Expected growth of conversion rate: 7%
STEP 2: Combination of user numbers with usage details for revenue
 Increase in average number of uses per year (4-6)
 Increase in average distance per trip (8-13) due to higher reach of service
 Considering share of normal tariff and student tariff
 Calculating revenue based on price per km
STEP 3: Calculation of main cost drivers
 Rent for scooters
 Payments to drivers (employed as freelancers to reduce fix costs)
 High marketing expenditure (30.000€/year)
Most critical assumptions:
- Conversion rate and growth of conversion rate
- Rent for scooters and driver payment
Financials – Crunching the numbers

24. Financials – Revenue Calculation

25. Financials – Expense Calculation

26. 60.000€ 188.000€ 528.000€
Y1 REVENUES Y3
Valuation (DCF): 147.000€
Investment Request:
58.800€ for 40% of company stock
Marketing Expenditures
(43%)
App Development &
Phone-Line (57%)
Financials – Crunching the numbers
EBITDA: 124.000€

27. Marketing Expenditures:
 Different marketing approaches for two target segment
 Young Segment: Guerilla & Online Marketing
 Stamps at parties
 Stickers & posters
 Surprise visits with scooters at events
 Older Segment: More traditional approach
 Flyers in restaurants and bars
 Radio reports
 Coverage in (city) magazines
App Development & Phone-Line set-up
 Conduct further research on preferences for the PickUsUp App
 Transfer current prototype into real application
 Continuous review and improvement
Financials – Usage of Proceeds
Marketing Expenditures
(43%)
App Development & Phone-Line
(57%)
Two-fold usage of proceeds from pitch

28. Financials – Balance Sheet

29. Financials – Income Statement

30. Financials – Cash Flow Statement

31. Our Team
Beatriz Carreira
The Designer
152114018
João Malpique
The Visionary
152114138
Carolin Scharnagl
The Hacker
152114095
Filipe Orvalho
The Hustler
152114055
Romane Soulié
The Hustler
159114629