Assignment from http://venture-lab.org/

1. taxi driver
Get$you$from$A$to$B.$
Stanford$Venture$Lab$
Technology$Entrepreneurship$Autumn$2012$
Alfredo,$Christoph,$Daniel,$Gustavo,$KonstanFn,$Xavi$$

2. The$pain$of$travel$planning.$
A simple travel plan:
! Car from Stanford to SFO
! Park car at SFO
! airline from SFO to LAX.
! Pick up a taxi from LAX
! Arrive at Malibu.
! Spend a weekend.
! Take a bus shuttle to LAX.
! Fly from LAX to SFO.
! Pick the car and drive home

3. Tired$of$finding$a$free$parking$lot.$
Image:$hLp://www.makingthishome.com/2009/04/17/howRtoRmakeRmallRvisitsRgreener/$

4. Your$are$in$the$middle$of$nowhere.$
Next$taxi,$please?$
Image:$hLp://ellefrostegard.blogspot.de/2010/12/lonliestRpradaRstoreRinRworldRifRyoure.html$

5. Introducing"
taxi driver
Travel made easy."
Wherever you are."
7 days. 24h."

6. Pick$your$Smartphone$ Select$route.$ Done.$
Travel$made$easy$

7. We$combine$travel$opFons$

8. Idea$
• Customer$books$from$A$to$B.$$
• We$book$all$transportaFon$services$in$the$
middle.$$
• Our$mobile$app$is$used$to$adapt$to$delays$
automaFcally.$$
• Booked$taxi$drivers$are$informed.$It$will$be$a$
connected$drive$experience.$

9. How$it$works$on$our$side$
Travel$opFons:$ So]ware:$
• professional$drivers$ • Combine$different$travel$opFons$
• hobby$drivers$$ • One$booking$for$the$customer$
• autonomous$cars$ • Customer$pays$to$us,$we$pay$all$
• car$sharing$(selfRdriving)$ service$providers.$$
• rental$car$(selfRdriving)$ • We$also$automaFcally$detect$delay$
• train$services$ in$transportaFon$via$customer$
mobile$phone.$$
• airplane$services$
• In$case$of$a$delay$we$inform$
• bus$services$
customer$and$all$booked$services$
• bikes$ providers$on$the$road.$$

10. Market$
• We$will$focus$on$US$travel$market$(in$US$$Million)$
Travel' 2001' Share' 2004' Share' %Change'
Sectors'
Leisure$ $117,650$ 56,3%$ $130,050$ 57,4%$ +10,5%$
Corporate$ $91,450$ 43,7%$ $96,450$ 42,6%$ +5,5%$
Total$ $209,100$ 100%$ $226,500$ 100%$ +8,3%$
Source:$hLp://govinfo.library.unt.edu/ncecic/hearings/PCWITravelMarketAnalysis.pdf$

12. Prototyping$$
Results$
hLp://www.solarnavigator.net/inventors/inventor_images/Alec_Issigonis_Mini_car_prototype_sketch.jpg$

13. 3$Step$Approach$
We$did$the$assignment$in$3$steps$
1. Group$adapFon:$Refine$model$within$team$
2. Build$prototype$
3. Face$2$Face$Interviews$
4. Group$adapFon:$Refine$model$within$team$

14. Group$AdapFons$$
• Renamed$group$name$from$“car$sharing$with$
autonomous$cars”$to$“autonomous$taxi”$to$“taxi$
driver”$
• A$more$precise$name$integrated$two$different$
business$models$
• Used$the$various$backgrounds$to$clear$out$main$
issues$before$customer$feedback$
• Started$building$a$clickRprototype$
• Result$of$prototype$and$F2F$interviews$formed$
our$current$business$model$

15. Prototype$
available$at$hLp://goo.gl/TNlwP$
Open$our$app$ Select$Menu$ Select$route$ Select$Fme$ Confirm$&$Pickup$

16. The$QuesFons$for$F2F$MeeFngs$
1.$Age$group$(<18,$18R65,$>65)$
2.$Sex$
3.$Do$you$think$car$sharing$will$play$an$important$role$in$the$future$mobility$market?$
4.$Give$our$"autonomous$taxi$sharing"$service$a$grade$(between$0$and$5)$with$respect$to:$
$$$$R$Newness$
$$$$R$Performance$
$$$$R$CustomizaFon$
$$$$R$Brand/status$
$$$$R$Price$
$$$$R$Cost$reducFon$
$$$$R$Risk$reducFon$
$$$$R$Accessibility$
$$$$R$Convenience/usability$
5.$What$is$your$value$preposiFon$taken$into$consideraFon$your$customer$needs?$
6.$Do$you$see$any$strong$network$effects$when$using$our$service?$
7.$Are$you$saFsfied$with$our$service$–$please$grade$us$on$a$scale$from$0$to$5?$
8.$Are$subsFtute$products/services$available$you$have$already$used?$If$yes,$which$one?$
9.$Are$our$compeFtors$threading$to$offer$beLer$price$or$value?$
10.$Which$addiFonal$customer$needs$could$we$saFsfy?$
11.$What$complements/extensions$of$the$value$preposiFon$are$possible?$
12.$Why$do$you$think$this$is$a$great$idea?$

17. FaceRtoRFace$Interviews$Results$
with$7$colleagues$R$4$female$and$3$male,$all$of$them$30$to$45$years$old$and$with$technical$or$business$background$
1. Future$relevance$of$car$sharing$services$is$high$due$to$posiFve$environmental$impacts,$fix$costs$reducFon$for$car$
owners$as$well$as$limited$parking$space$in$the$ciFes.$Car$sharing$is$also$very$useful$for$people$which$don't$own$a$
car.$However$for$owners$of$luxury$class$cars$is$car$sharing$not$aLracFve$at$all.$
2. Our$idea$is$not$very$innovaFve,$because$there$are$many$quite$similar$services.$That$means$we$have$to$focus$on$
the$newness$of$our$business$model$
3. The$performance$was$graded$from$0$to$5$R$here$is$important$to$offer$a$flexible$app,$e.g.$customer$selecFon$of$
what$informaFon$has$to$be$shown$etc.$
4. Cost$reducFon$was$graded$for$3$to$5$due$to$the$high$potenFal.$
5. Important$value$preposiFon$was$defined$as$follows:$reliability,$availability,$price$(compared$to$taxi,$official$
transportaFon$etc.),$safety$(e.g.$for$women)$as$well$as$short$waiFng$Fme.$These$are$at$the$same$Fme$the$
addiFonal$customer$needs$to$be$saFsfied.$
6. All$persons$agreed$on$the$high$potenFal$of$social$networks$effects$like$favorite$"taxi$driver"$etc.$
7. AddiFonal$aspects$to$be$considered$are:$weekend$use$of$the$service,$focus$on$a$specific$customer$segment$at$
least$at$the$beginning,$conservaFon$of$the$"taxi$drivers"$as$next$possible$customer$group,$consideraFon$of$
traffic$jam,$focus$on$regions$with$bad$quality$of$official$transportaFon,$offer$addiFonal$informaFon$like$possible$
route,$price,$car$details$etc.$when$order$a$taxi.$

18. Support$us$with$your$feedback$
hLps://docs.google.com/spreadsheet/
viewform?
formkey=dHBXaElFTzVpLWpHX2RPUTk5RWpQZ
EE6MQ#gid=0$$

19. Next$Milestones$
• create$more$detailed$prototype$
• prototype$booking$of$mulFple$services$
• prototype$social$network$effect$
• find$sweet$spot$to$compete$against$current$
car$sharing$/$taxi$services$