5. Situation Analysis
• Market Overview:
For travelling, customers have a choice of public
transport vehicles like buses and autos, private
vehicles, cab booking services like OLA.
• Target Customers:
Customers who prefer eco friendly transport over
short distances while avoiding traffic.
6. Stratergy
• Customers:
Primary targets will be students who are well
educated and need to save cost while travelling.
This service also gives them the freedom to travel
where other services cannot take them.
8. Stratergy
• Competitors:
• OLA and CAB Services: Expensive, not eco friendly and
less freedom of travel.
• Public Transport: not eco friendly, crowded, very less
freedom of travel.
• Private vehicles: expensive, less freedom of travel,
added responsibility.
9. Strategy
• Value Proposition
• Customer Value: cheap, freedom of travel, no crowd.
• Collaborator Value: eco friendly
• Company Value: eco friendly, customer satisfaction
10. Tactics
• Product: Easy to use app based service for
customers to book a bicycle at their nearest stop.
13. Tactics
• Price:
Category for bicycles. Cheap bicycles to be available
at around Rs. 50 per hour while sports bicycles to
be available around Rs. 100 per hour.
Cheaper option for 1 day booking.
15. Implementation
• Infrastructure:
2nd hand bicycles from hostel students, refurbished
cycles from bicycle brands to be used.
Bicycle stands to be set up near bus stops or metro
stations in cities.
16. Implementation
• Process:
First step will be gathering of bicycles and
distribution to respective pickup points.
After the app is launched, a constant demand-
supply chain of bicycles must be maintained.
17. Implementation
• Schedule:
1st month: establishment of pickup points,
collection of cycles, data analysis of requirement.
Next 3 months: Beta version of app to be launched,
analysis of service over a test area.
Next 1 year: Expansion to entire city. Seek for initial
round of funding.
• Following years: Expansion to other cities and
improvement of services.
18. THIS PRESENTATION IS CREATED BY RYAN PAL(IIT KANPUR)
DURING A MARKETING INTERNSHIP UNDER PROF. SAMEER
MATHUR (IIM LUCKNOW).
