a new idea in UK

1. Presented By: Ebonwu Nomso Remon Hanna Rufei Huang Sabir Doski Yinuo Gao 3-16-2009

5. Road accidents by DUI’S in UK www. Source: www.dft.gov.uk/pgr/statistics

14. The Marketing Mix

16. 1- Age? 17-25 22% 26-40 42% 41-60 24% 60 + 12% 2- Gender? M 58% F 42% 3- Do you drive? Yes 94% No 6% 4- Do you drink alcohol? Yes 98% No 2% 5- When you go out, and will be drinking do you usually? Walk 14% Drive 16% public transport 8% Take a taxi 62% 6- Do you sometimes drink more than the legal limit driving, and have to leave your car to get home? Never 26% Occasionally 54% Often 20% 7- Do you sometimes drive when you know you have gone over the legal limit? Yes 2% No 98% 8- In that situation would you like a phone-up service to get someone to drive your car home for you? Yes 48% No 52% 9- Would you be prepared to pay more than a taxi rate for there service? Yes 66% No 34% Survey and results

23. Strategy clock Low price Hybrid differentiation Focused differentiation Strategies destined for Ultimate failure No frills Adapted from Henry (2007) corporate strategy Bowman’s strategy clock

24. main Competitors - In the same transport industry (Buses-Taxi-Train) -In the same business

25. Insurance £ 2400 Per year Norwich Union Licensing: Full UK driving licence Safety safe lives and decrease accidents Registration Inland Revenue first 3 month Taxation qualified for small business relief Place Harehills

26. Prices Items Price Di Blasi "EXPRESS" Folding Motorbike Colours : Red, Black, Blue, and Yellow £1500 Heavy Duty Carrying Bag £ 100 Rear Luggage Rack £70 Tote Bag with Seat Harness £50

27. -Product exclusivity/new business advantage since a scooter taxi is a new business in Leeds, therefore it is less competitive. - Reducing traffic accidents. -Low-cost value added leads to leadership in the market -Increase alcohol consumption due to the convenience of our service. -Limited human resource at start of business. -Building trust with clients will be slow. -Market expansion in the future by opening new branches covering additional areas, e.g. Harrogate, York. -Developments in larger scope of services and activities -Potential safety issues due to the character of this business venture. -Current economic situation as the recession may have a negative effect on our business, e.g. people tend to stay in rather than go out. -Influences by seasonal reasons, such as rains or snow. -New entrants might be attracted.

28. Bibliography MINTEL (2004) Car Market - The Consumer's View -UK - Car Ownership and Usage Available from: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125936 [Accessed 16 Feb, 2009] MINTEL (2002) Is Britain a Nation of Drinkers? - UK - Drinking In and Out of Home Available from: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=2008 [Accessed 16 Feb, 2009] http://www.dft.gov.uk/pgr/statistics/datatablespublications/accidents/casualtiesgbar/roadcasualtiesgreatbritain20071 [Accessed 18 Feb, 2009] Transport Statistics, www.collectacarleeds.co.uk , 25 September 2008 , [ Accessed 17 Feb,2009] Folding motor bike images available from:- http://www.foldingmotorbike.com [ Accessed 15,17 25, Feb,2009] Blackwell, Edward (2004) How to prepare a Business plan , 5 TH Edition, London:Kogan Page Finch,Brian (2006) How to write a business plan , 2 nd Edition, London:Kogan Henry A,( 2008) understanding Strategic management oxford Drink driving accidents increase Avaliable from http://news.bbc.co.uk/1/hi/england/4085019.stm [ Accessed 15 Feb,2009]