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