UNIVERSITY OF ECONOMICS IN BRATISLAVA CNAS Idea Presentation December 2014 Raphael B., Michaela T., Laura V.
UNIVERSITY OF ECONOMICS IN BRATISLAVACNAS
Idea Presentation
December 2014
Raphael B., Michaela T., Laura V.
Product / Service Introduction
Project Plan Following Value ChainComplaintcollection/frustration
Technology(analysis/design/
development)
Benefits for partners: abili ty to track thenumber of sold tickets; improved
communication to customer (information ontime); increased customer retention
Benefits forcustomers: abili ty
to charge/booktickets online;abili ty to track
how many seatsare avai lable;
discounts;information of
delays
Customer Segmentation
Target audience:• Young/middle aged adults (25-54 years
old)• Students (20-25 years old)• School children (10-19 years old)Total: 62.4% - 3,376,464
BBeehhaavviioouurr aanndd ttrreennddss ooff
ccuussttoommeerrss• PPeeooppllee aarree llaazzyy (( eeaassyy wwaayy ooff bbooookk iinngg aanndd ppaayy iinngg ttiicckkeett oonnlliinnee//
vviiaa aapppp))
• LL ooyyaallttyy bbeenneeffiittss aanndd bboonnuusseess (( mmaakkee ppeeooppllee uussee tthhee ssaammeettrraannssppoorrttaattiioonn ccoommppaannyy aanndd gg eett ddiissccoouunnttss))
• SSaattiissffiieedd ccuussttoommeerrss (( hhaappppyy ccuussttoommeerrss wwiillll lleett ootthheerrss ttoo kknnoowwaabboouutt yyoouu))
• PPeeooppllee ddoonn’’tt hhaavvee ttiimmee (( ssoo bbooookkeedd ttiicckkeett iiss bbeenneeffiitt ––yyoouu ddoonn’’tt hhaavvee ttoo wwaaiitt ffoorr bbuuss))
Potential Substitutes
Description
ISIC ( forcustomers
<26)
ISIC is a substitute because they also offer discount for students <26,but does not have an integrated system for purchase of tickets, just forcharges of a certain period for use of public transportation. Charge canbe performed online
Bus Cards
Bus cards are substitutes however in order to charge them / use, itrequires personal attendance to the bus station or a terminal where youcan charge. Does not offer online option service. Does not offer benefits.
T icketsTickets directly from companies are an alternative because they can bepurchased online. People can rather print them or bring in mobile.Tickets are also provided via SMS.
•STRENGHTS
Focused on a big variety of population; A number of discounts included;Ability to charge/book tick ers online/via mobile app; Easy topurchase/use; Relatively low price; High quality of information for partners
•WEAKNESSES
Lack of experience; High dependence on partnershiprelations; Low brand and service awareness
•OPPORTUNITIES
Consumers moving to online ordering; Improved use oftransportation facilities; Expansion to other countries; Newbusiness partnerships; Introduction of new services online•THREATS
Existing online services of competitors/partners; Slovak government’simplementation of free train trips for students; Decreased customerattraction and retention; I ntroduction of similar services by partners; Notcompatible tick ets’check ing devices used by partners
SWOT
PPoowweerr ooff nneettwwoorrkkiinngg
• SSuucccceessssffuull ssttaarrtt-- uupp ccaann bbee sseeeenn aass vvaalluuaabbllee ppaarrttnneerr ffoorr ootthheerrccoommppaanniieess (( bbaannkkss ––ssppeecciiaall ppaayymmeenntt ssyysstteemmss ssuucchh aass VViiaammoo,,QQRR ccooddeess,, ssttuuddeenntt ppoorrttaallss,, ttrraavveell aagg eenncciieess,, ……))
• BBuuiillddiinngg ooff rreeccoogg nniittiioonn ooff tthhiiss sseerrvviiccee aammoonngg ootthheerrss
• SSeerrvviiccee qquuaalliittyy aawwaarreenneessss aammoonngg bbuussiinneessss aanndd aammoonnggccuussttoommeerrss
CCoonnnneeccttiivviittyy ttoo eexxtteerrnnaallssttaakkeehhoollddeerrss
• EExxtteerr nnaall pprr oogg rr aammmmiinngg ccoommppaannyy (( ccrreeaattiioonn ooff oonnlliinneeppllaattffoorrmm ffoorr llooyyaallttyy pprroogg rraammmmee ––mmoobbiillee aapppplliiccaattiioonn))
• CC oommppaanniieess wwhhiicchh pprr oovv iiddee ttrr aavveell sseerr vv iicceess aanndd wwaanntt ttooiimmpprroovvee sseerrvviiccee ddeelliivveerryy ttoo ccoonnssuummeerrss bbaasseedd oonn oonnlliinneeppllaattffoorrmm (( EEuurroolliinneess,, SSlloovvaakk lliinneess,, ZZ sssskk))
• CC uussttoommeerr ss wwhhoo wwoouulldd lliikkee ttoo hhaavvee eeaassyy aanndd ccoommffoorrttaabblleeaacccceessss ttoo ttiicckkeettss oonnlliinnee
CCoommppeettiittiivvee ssuurrvveeyy
• II nn BBrraattiissllaavvaa rreegg iioonn tthhee mmaaiinn ccoommppeettiittiivvee pprroogg rraammmmee iissBBrraattiissllaavvaa''ss iinntteegg rraatteedd ttrraannssppoorrtt wwhhiicchh ooffffeerr ccoommbbiinnaattiioonn ooffttrraannssppoorrtt ccoommppaanniieess aanndd pprree-- ppaaiidd sseerrvviicceess
• MMaaiinn ccoommppeettiittoorrss :: SSlloovvaakk lliinneess,, TTuurraannccaarr,, EEuurroolliinneess,, AArrrr iivvaa,, iinntthhee nneeaarr ffuuttuurree RR eegg iiooJJeett,, aanndd llooccaall ppuubblliicc ttrraannssppoorrtt pprroovviiddeerrss))
Market stage and competitors
I ntroduction Growth Maturity SaturationPossible
development
Audience Innovators Early adaptors Early majority Late majority Laggard
Mark et Small Expanding High Peaked Contracting
Price Medium Medium Medium-High Medium Low
Sales - Expanding High Flattening Moderate
Competition Medium Increasing Moderate High Moderate
Overall marketdevelopment
Dot represent the stage of the competitors on the market
Costs
• Development of Mobile App: 10.000 EUR
• Development of Company website: 5.000 EUR
• Development of integrated payment system withtransport partners and banking institutions: 5.000 EUR
• Marketing Costs: 2.000 EUR
• Total Costs for implementation: 22.000 EUR
Marketing Channels
Description PublicTarget market Schools Workplace Social Media
Marketing Channels
Teenagers• Mid-income teenagers or students
financed by their family, from 15-19years
ü ü ü
Middle- agedAdults
• Mid-income adults between 20-54years old, seeking for a healthylifestyle
û ü üü
û
Children• Mid-income teenagers or students
financed by their family, from 10-14years
ü ü üû
University
û
ü
ü
Marketing Overview
Customersegments
•Children
•Teenagers
•Middle-ageAdults
•Mid-Income
Key activities
• Aggressivemarketing
• ClientMembership
• Efficient useof $$ fromfees
Key partners
• Schools
• Newspaperspublishers
• TelecomCompanies
• BankingInstitutions
• Transportation companies
• Externalprogrammingcompany
Valueproposition
•Individualapproach
•Personal card,security
•Fast andconvenientservice
•Easy of access
Customerrelationship
•Close
•Online services
•Membership
Channels
• Public
• Schools
• Newspapers
• Social Media
• Workplace
Cost structure
• Business Operations + Marketing + Staff +Mobile App Development
Revenue streams
• Membership fees (5 EUR)
• % over partner sales
Changes Necessaryü
Key sources
• MobileApplication
• Customers
Feedback for Ideas
• Focus on bus services providers –no ability to book ticketsonline
• Start on Bratislava region –town public transport –checkpoint for acceptance of service