“MapTheCab” was a startup/project founded in 2012, which was the Uber/Ola equivalent of that time for India. It helped find and share cabs at low prices. The product never went beyond the prototype stage though!

1. Eureka Business Plan Competition, 2012
mapTheCab
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IIT Bombay

2. Content
Business Opportunity
Business Concept
Market and Customer Analysis
Marketing and Sales Strategy
Strategy and Implementation
Operational timeline
Revenue Model
Financial Projections
Summary
2

3. Business Opportunity
No
instantaneous
cab booking
facility
Frequent delay
on calls
Call multiple
providers if cab
is not available
Uncertainty in
the arrival of a
booked cab
• The radio cab market is in a nascent stage with a
huge demand-supply gap
Presence of a huge
market
• With the current booking mechanism, user faces a
long wait queue on the phone
Dissatisfaction with
the current model
• More people are willing to trade a few extra bucks
in return for comfort and quick, good servicePrice sensitivity
• An aggregated solution for prior-booking of cabs of
major operators
Centralization of the
cab booking system 3
Present Scenario

4. mapTheCab
Instantaneous
Cab-Booking
Centralized
Booking Portal
Cab Sharing
Business Concept
A one-stop solution for Radio Cab booking which makes the process
convenient and truly on-demand.
4

5. Product Description
User’s
position and
available
cabs
User selects
his destination
Chooses from
a list of free
and shared
cabs
Gets
confirmation
from cab
driver
Deal
confirmed!
5

6. Our Product – How it works
• The end-user application
which commuters install on
their phones
Mobile
App
• The application for the cab
driver to confirm a booking
with the commuters
Cab Device
Application
• To facilitate communication
between the mobile and the
cab device
Server
Script
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7. Market and Customer Analysis
Radio Cab Market
• 20,000 cabs in India presently and fleet is expected to triple by the end of 2013
• 4 million passengers a month, HUGE DEMAND SUPPLY GAP!
• Growth depends on IT infrastructure for fleet optimization
Smartphone Market
• There are over 222 million smartphones in India
• Y-o-Y growth rate of over 100%
• 72% of the time is spent on a smartphone is on internet based apps
Mobile Ad Market
• India is the biggest mobile advertising space in Asia Pacific
• Over 5.8 billion mobile impressions are recorded monthly
• Mobile impressions increased by 22% in the last quarter of 2010
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Sources - Nielson, Researchonindia.com, Cyber Media Research, RTO

8. Target Segment
• 65% radio cab
commuters own
smartphones
• 39,000 radio cab
trips by smartphone
users each day
• By 2013, 80% radio
cab will own
smartphones
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35%
65%
Potential Market
Without
Smartphones
With
Smartphones
Tier I cities
Radio Cab
Users
Smartphone
Users

9. Competitive Landscape
There are no existing mobile-app based instantaneous cab booking services, we can only
face indirect competition through internet-based booking portals and cab-operators.
Current Players
Providing Cab
Booking Services
• Your Cabs and Taxi Guide,
run on a long-distance
travel booking model using
website and phone
services
• Primarily, target a different
set of commuters.
Private Cab Operators
• B2C marketing
methodology - Rapidly
solidify our position as a
one stop solution for Cab
Booking services.
Future Competition
• No established companies
operating in our vertical.
• Entry barrier for
duplication on account of
our first mover advantage
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10. Marketing & Sales Strategy
• Major operators - Meru Cabs, Easy Cabs, Mega Cabs,
Wings Cabs, Gold Cabs.
• Their combined market share is approximately 70%
of the entire Radio Cab market.
B2B - Cab Operators
• Phased marketing approach
• Creative, low-cost and highly targeted marketing
strategies.
• Focus on customer retention through reward points
B2C – App Users
Our sales and marketing strategy consists of both B2B and B2C models. B2B model
consists of acquiring Radio Cab clients who will provide us with their server access
and integrate with our model.
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11. Cab Operator Pitch
Profit Sharing
• Yearly subscription fee
according to the fleet
size and market share
• Gaining traction and
retention of clients
Fleet Optimization
• Usage of free time of
cabs
• Gives our clients a
competitive edge over
others
Incentives for
Drivers
• Additional trips add to
their revenue
• Free fuel-refills based
on trips made using
mapTheCab
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12. Customer focused Marketing Strategy
Online PR
• Website and
Social Networking
Pages
• Daily events to
engage youth
interest.
Tie Ups with Cab
Operators
• Publicity on Cabs
• Mailers/SMSs to
their database
• Banners on their
Website
AppStore
• Advertising on
similar location
based apps
• Advertising on
convenience
apps like
bookmyshow
Paid Publicity
• Using Google ad
words on all radio
cabs related pages
• Outdoor publicity
– hoardings,
banners etc.
Complimentary vouchers for frequent users to encourage customer loyalty
12

13. mapTheCab
App
Development Customers
Server Side
Operations
Software
Installation
Client and
Server End
Clients
MarketingBeta Launch
Customer End
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STRATEGY &
IMPLEMENTATION

14. Operational Timeline
Deve.
Phase
•Jan - Mar (Development of App, Setting of Server and first client acquisition)
Beta
Launch
•Apr - Jun (Beta Launch of the app with one client, 100 cabs and only targeted customers)
Year I
•July-Dec (Public Launch of the product, Intense Marketing in Mumbai, No convenience charge, Focus on
setting up a brand and acquiring leads
•Jan-Jun ( Convenience charge applicable, LBS client acquisition, expansion in Mumbai and marketing in 2
other cities )
Year II
•July-Dec ( Expansion to Bangalore and Delhi, increasing market share in Mumbai)
•Jan-July ( Expansion to Hyderabad, increasing market share in Delhi, Bangalore and Mumbai)
Year III
•Expansion to tier II cities and Revenues based on higher market share
Year IV
onward
•Expansion to other Tier II cities and conversion of non-radio cabs into radio cabs
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15. Revenue Model
App based Revenue
Convenience Charges
Revenue through Downloads:
We will be having a Freemium model
Revenue through Advertisements :
We will be using Google ad-sense for ads
• Has been set at Rs. 5
• Approx. 1.5 -2% of the fare of an avg. trip
• Priced keeping in mind
• a) instantaneous, hassle free booking b) call free booking c) high-end customer
base
LBS Revenue
Try new
pizzas in
Pizza hut.
Powai
New deals in
Croma,
Mulund
• Map-integrated Ads for Location Based Services.
• Using GPS based tracking and user profiling - Location
based advertising.
• Growing and highly penetrative form of advertising
• Clients ranging from Pizza Hut, Subway to Croma etc.
0
5
10
15
20
25
30
Millions
Revenue Distribution
convenience
Charge
Advertisemen
t Charges
Download
Charges
LBS Service
15

16. Financial Projections
MapTheCab
Cab
Companies
Operational
Costs
Fixed Costs
Drivers
Incentive
LBS Revenue
Revenue
Through App
Convenience
Charge
Product
Develop
ment
Beta
Launch
Year 1 Year 2 Year 3
Jan-
March
Apr-Jun
Total
Revenue
0 0 4,263,500 30,677,350 69,024,500
Total Costs 3,00,000 3,00,000 2,670,000 11,430,000 21,970,000
Driver Fuel
Vouchers
0 0 283,500 1,960,875 4,567,500
Clients
incentive
0 0 1,500,000 8,000,000 13,000,000
Net Profit
Before Taxes
-3,00,000 -3,00,000 -190,000 9,286,475 29,487,000
Profit and Loss Statement Cash Flows
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17. Break-even Analysis
-Rs. 5
Rs. 0
Rs. 5
Rs. 10
Rs. 15
Rs. 20
Millions
Net Profit Before Taxes
Net Profit Before Taxes
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
Years
Break-even Analysis
Costs
Revenue
1.75yrs
Break-even point
17

18. Capital Requirements
6 lacs
25 lacs
50 lacs
for initial app. development
and beta launch
For client acquisition, brand
establishment in Mumbai
Expansion to other cities,
extensive marketing
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19. Team Organization
Rohit Shroff
•A keen startup enthusiast and has won Ideaz, PAN -IIT B-Plan competition
• Core group member of Mood Indigo and interned as a strategy analyst at Motilal Oswal
Naman Sarawagi
• Head of Product Development for startups like Freecharge.in and ZipDial
• A renowned author for Pluggd.in with extensive insight into the e-commerce industry
Kovid Kapoor
• Final year CSE student at IIT Bombay with an experience in developing mobile apps
• Interned at Intuit Inc, working on company’s premier mobile app
Aashimi Bhatia
• Final year student of Physics with a CSE minor; internship at Morgan Stanley
• Has a knack for solving algorithmic puzzles and loves programming
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20. Team Organization (cont.)
Prateek Chauhan
• Currently working with Clinton Foundation In the HIV Aids Initiative>
• Valuable insights into the financial operations with intern in UBS and Berkshire
Amit Desai
• Working for Teach For India’s Fundraising team, gaining insights into market strategies
• Interned at Barclays Capital, dealing with client across various verticals
Aditi Jain
• Extensive experience in business analysis and development
• Has worked with Teach For India, TechCrew (an IT service startup) and as
Head for Marketing for Mood Indigo
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21. Our Pitch
Innovative
Business Idea
Huge Market
potential
No Direct
Competition
Low Investment
Model with
High Returns in
a Short Term
Talented
Management
Team
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22. Thank You!
Questions Please
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