Presented by Hazel Sia Welcome On Board. Pink Taxi Part 1: Introduction – What & Why Part 2: The Concept - How will the service be delivered? Part 3:

Presented by Hazel Sia

Welcome On BoardWelcome On Board

Pink TaxiPink Taxi

Part 1: Introduction – What & Why

Part 2: The Concept - How will the service be delivered?

Part 3: The Plan - How do we start?

Part 4: The Numbers - Making it profitable and sustainable

Part 5: What is Next?

Part 1:Part 1:

What is Pink Taxi?Why Pink Taxi?

To be renamed later

Pink Taxi: By women, for Pink Taxi: By women, for womenwomen

ReferencesReferences

• Iran – private company head by a male

• Dubai – government initiative

• Turkey – fleet of BMWs only for richer women

• Tunisia• South Africa• Thailand (Bangkok)

• UK – “Pink Taxi”, private

• Moscow – a few “women-only” taxi companies

• Japan – “Grace taxi”, subsidiary of corporation, also for bed-ridden seniors

• Alternatives – “women-only” buses in Mexico, trains in Japan

Taxi IndustryTaxi Industry

• Taxi is an essential part of public transportation

• Taxi also reflects a city’s reputation• Some cities boast of the best Taxi

services: New York, London, Hong Kong & Singapore

• Sep, 2008 AFP carried an article that rated our taxis as the worst among 23 countries surveyed.

Quick ViewQuick View

  Population No. of Taxi Trips/day

NYC 8.4 mil 10,000  

LON 7.5 mil20,000

(excluding private hire)

HKG 7 mil 18,000 1.2 mil (50 trips/ taxi)

SIN 4.5 mil 24,000 960,000(40 trips/ taxi)

KUL 6.5 mil    

3 Reasons 3 Reasons why we need an alternative:why we need an alternative:1. Lack of reliable, convenient public

transport network2. Current taxis are a challenge for

female passengers3. Owning a car is no better – where

money, time and safety are concern

1. Existing Public 1. Existing Public TransportTransport

• Less than 18% Malaysians take public transport (bus/taxi/LRT)– so many have to drive even when they could not quite afford it

• Inconvenient, lack of integration, congestion

• Not cost-effective nor time-efficient• Impractical for multiple destinations

2. Current Taxis2. Current Taxis

• No taxi when you need it• Many taxis but refuse to go where

you want to go• Over-charging, not using meter• Uneasy with some conversations• Safety – especially when travelling

alone or at night

3. Car Ownership3. Car Ownership

MONEY : car hire purchase, road tax, insurance, maintenance, expenses for petrol, toll, parking, even traffic summons. (yet car is used <20% of the time)

TIME: lost productivity due to traffic jams, searching for car parks, rushing for multiple errands .. All adding stress to a woman’s life

SAFETY: lack of sense of security on the road, highways, car parks, petrol station ..etc.

Stakeholders/ BeneficiariesStakeholders/ Beneficiaries::

Women:

As Passengers:•A needed service•Safer commute

As Drivers/staff:•Employment•Empowerment

Government:

•Supplement public transport•Employment for people•Benchmark new standards for taxi industry•Less congestion in city

Men:

•Taking care of women they care (mothers, wives, daughters..etc)•Better use of family resources – time, space, money

Stakeholders/ BeneficiariesStakeholders/ Beneficiaries::

Kids/ Teens/College students:

Alternative to school bus

Safe commute withFlexibility of time

Seniors/Handicap:

•Regular hospital check-up is easy•Routine dialysis•Pre-defined destination reduces stress of travel

Tourists/ Biz Executives

•Travel with peace- of-mind•Esp. for lone female travelers

Blue Ocean?Blue Ocean? We are not talking We are not talking

about competition with taxiabout competition with taxi

• Pink Taxi is a “private hire” … that gives women another alternative to travel SAFELY, CONVENIENTLY & COMFORTABLY

• Driven by women, for women, children and seniors only (may be some female tourists)

• Serves only registered members • Premium charges and pre-paid

Opportunities for other Opportunities for other supporting businessessupporting businesses

TECHNOLOGYPROVIDER

INSURANCE TRAINING

CAR WASH

WORKSHOP

PINK TAXI

Part 2:Part 2:

The Concept – How will the service

be delivered?

ConceptConcept

SafeReliable &

Comfortable

Commute for women, children & seniors

1

3

2

1. Safe1. Safe

• Every driver & every member is registered (no unknown persons)

• Use of technologies to ensure all journeys are recorded

• GPS/ Panic Button/ Tracking• Cars are fixed with special alarm,

siren• No/ minimal cash to discourage

robbery

2. Reliable2. Reliable

• Available 24/7, anytime, anyday and anywhere within Klang Valley

• Pre-booked – by call, SMS or online• Clear pricing – no surprises• Pre-paid – no hassle• Always clean, neat and in excellent

working condition• “Car rental with driver included”

3. Comfortable3. Comfortable

• “Wings on Wheels” • Relax while travelling

(sleep, read, chat)

• Amenities (umbrella, sewing kit, personal toiletries, multi-chargers, plug point)

• Stress-free “Door-to-door” commute (no need to look for parking)

Critical Success FactorsCritical Success Factors

PINK TAXI

The Vehicle

The Passengers ServiceThe

Driver

1. The VehicleSmart Use of Technology(MDT):

•GPS/ Tracking•Cashless Payment•Taxi meter•Communications

•Membership Loyalty Program

Optimal Road Worthiness:

•Pre-Ride Checks•First Aid•Safety Features•Panic Call•Siren/ Strobe?

Customized for comfort & convenience:

•Mobile work space•Pillows/ blankets•Reading lights + plug points•Mirror/ cupholder

LED Screen for Advertising income

2. The Driver/ CaptainSoft Skills:

•Customer Service•Well-groomed•Uniformed•Bilingual•Provide guidance/ Advice when necessary

TechnicalSkills:

•Driving skills•Route Familiarization•Defensive Driving•Basic Safety & Fire-fighting

Screened for Safety:

•Registered•Trained•Clean background•Mature, confident

Full TimeFlexi Time

Competent. Committed. Caring.

… … Your personal “Your personal “captaincaptain”…”…

3. The PassengersLoyalty Program:

•Mileage•Special privileges, discounts…etc

Safety:

•Registered with Annual Fees•I/C, next-of-kin, address, caller ID•Members Card •Prepaid Fares•M/ Statement, if needed

Categories:

•Working Executives•College Students•Shoppers•Seniors•Handicap•Kids/ teens•Tourists•Nite Life Women

4. The SERVICE

Step 3:

Deduct Fare on arrival (MDT)

Step 2:

ShowMembersCard (MDT)

Step 1:

•Call•SMS•Online

Register as Member + Pre-paid Card

Special TouchesSpecial Touches

Safety:

•Pax to wait in safe place, captain will call upon arrival;

•Pax will be dropped offOnly in bright Safe area;

Convenience:

•Multiple-trips•“Outsource errands”•Pre-booked for daily commute to work/ regular trips

Comfort:

•Pax to rest/relax•Extra time to work/read•Beauty sleep in traffic jams

… … Value Add:Value Add:

When resources are available, eg when advertising revenues allow, may set up a

“Members Lounge” – for members to wait safely, in comfort and maximize waiting time, when “pink taxi” are held up or temporary all hired out.

Exclusive. Privilege.

When resources are available, may set up a

“Members Lounge” – for members to wait safely, in comfort and maximize waiting time, when “pink taxi” are held up or temporary all hired out.

What next? What next?

EvolveEvolve Car Sharing

Expand to other cities

Integrate with other taxis

“Being Space”

PINK TAXI

Part 3:Part 3:

How do we start?

The PlansThe Plans

BUSINESS PLAN

MARKETING PLAN

EXECUTIONPLAN

VisionVision

To build an innovative and profitable transport company, to enable women to commute

safely, conveniently and comfortably, while providing rewarding,

flexible work for other women.

Resources NeededResources Needed

• Core Management Teams – operations and marketing tasks

• Investors – funding & loans• Regulators – grants and licenses• Technology providers • Associates – workshops, car dealers• Press – to get new members

AuthoritiesAuthorities

• To give green light/ licenses;• To provide grants/ loans• Look for women who need

work – single mothers, unemployed graduates, handicapped ..etc

• Some privileges – open space, lanes use, road tax

InvestorsInvestors• Public/ Private/

Organizations/ Venture capitalists

• Provide start-up funds;• IPO Planning – Exit

strategy

AssociatesAssociates• Car manufacturers• Bankers• Insurance brokers• Lawyers• Workshop – full range• Car wash

IndividualsIndividuals• Leaders – core

management team• Trainers – technical/

soft skills• Lawyers/ Accountants• Call Centre agents• Captains!• Marketing genius

EXIT PlanEXIT Plan

1. Business model – “taxi rental” or transport company?

2. Government-owned, private or JV?3. Sell to bigger transport

corporations

Thank You!Thank You!

Presented by Hazel Sia012-2148178

[email protected] 2008