Hop On Marketing Plan

Do you?

Hate to wait for

long durations

for the bus to come.

Do you?

Don’t know the bus for the

Route.

Do you?

Have

No Change to give for the

ticket.

Well,Solution Is Here.

Hop On Is Here.

Put the entire network of buses on the map.

Allow people to find a bus for a particular route.

Enable more people to easily access the current location of bus they want to avail.

Let people have the option of paying the bus fare

through a mobile wallet system.

Android Application

Function

Bangalore BMTC Info

Gives the details of the BMTC Bus numbers route details like route length and the number of trips

Moovit Moovit constantly updates as transit operators change schedules or alter service.

OneBusAway OneBusAway serves up fresh, real-time transit information in Seattle,Atlanta.

NextBus Gives information about routes of buses of different agencies.

myBus online Find bus schedules and last position data based on gps.

Ola,Uber Provides cabs for travelling within city bounds.

Competitors

Their Drawbacks

• Information mainly restricted to static information

about the general schedule of buses.

• Apps which provide dynamic data about current

position of bus are absent in large scale cities in

Asia specially India.

• Apps depend on installation of GPS on the buses

to provide data about position of bus. This is not

possible to install GPS on thousands of buses in

large cities.

• Apps like Bangalore BMTC providing even static

information about buses in India restrict themselves

to private AC buses and not local ones.

Target Market

Daily Commuters. to whom time is precious.

• Students • Office Goers

Target Market

Tourists & Visitors who seek a guide for buses for a route

• Foreign tourists. • Regional tourists. • People from a different part of the city.

Market Survey Starting with Kolkata for first trial.

57.88% of the population of the city i.e 11.4 million people use local bus services for commuting across the city.

Introducing Hop On Gives current position on signing up.

5 coins

Provides static information about Buses Plying on a particular route requested by the user.

Position of the Required Bus shown on the map

But how does the app manage to? • no GPS in local buses in Indian Cities

It is a

Give & Take System that helps Hop On to maintain

track of buses

3 month survey to come up with an intitial database

Featuring all possible bus routes.

Providing a rough estimate of expected time arrival

Of the bus at different stops.

As we grow bigger and people contribute by

“Checking In” , our tentative database will only become more

accurate and help to serve people better.

Getting the Database Right

Checking In.

When an user gets up on a desired bus, he

checks in through the application.

The application switches on the location of

the smartphone of the user with prior

permission and through the user, our server

accesses the location of the bus he avails.

Now, when another users wants to know

the information of the same bus, our

server uses the previous information to

access the location of the bus for him.

Bus Position Determined.

• Thus, the user is contributing to make the already preloaded database in our server more accurate.

• Applications sends a location request every 30 seconds.

• Often an user may forget to check out. In that case , our server checks out automatically when it detects a diversion from the predicted path.

• As an incentive and to make up for the loss due to mobile data , the application rewards 5 coins per hour to the user while he keeps his phone checked in.

Collaborations

• MOBILE PHONE MANUFACTURERS

• TELE-COMMUNICATION SERVICE PROVIDERS

• STATE GOVERNMENTS & BUS ASSOCIATIONS.

THREATS

• Growing declination in use of Bus Services in larger cities.

• Lack of SmartPhone availability among bus commuters.

• Large drop in battery charge while switching GPS on may

discourage users from doing so.

Pricing Strategy

PREMIUM FREE

PLANS

Pricing Strategy

• Every user will get 100 Coins to start with.

• Bus Schedules for every route will be available for free.

• 5 Coins (valued at ₹1) will be charged for every request for the location of the desired bus.

• The application rewards 5 coins per hour to the user while he keeps his phone checked in.

• Every user will have a mobile wallet system connected to the app which will allow him to pay the bus fare (₹1 extra) through that.

FREE

Pricing Strategy

• The user will have to pay a monthly subscription of $9 (₹599).

• Bus Schedules for every route will be available for free.

• The user can request for the position of the bus as many times as he wants for free.

• The application rewards 5 coins per hour to the user while he keeps his phone checked in. • Every user will have a mobile wallet system connected to the

app which will allow him to pay the bus fare. ( No EXTRA payment)

PREMIUM

Tactics

INCENTIVES • For every bus, the first person to check in will be rewarded

with five extra coins.

• Refer & Earn – Extra Coins by referring to friends with unique referral code.

• First 300 users will be using the app for free for the first month as a part of Beta Testing.

Economic Model

.

Stage I – 1st month

Budget for advertisement would vary according to investment.

Factors Expenses

Advertisement (Total)

1. Online

2. Bus & Taxi Panel

3. Roadside Hoarding

1-3,00,000

10,000

2,00,000

1,00,000

Cost of Server(500GB-1TB) 24000

Maintenance(Server) 50,000

4000

14000

24000

34000

User Number

Q1

Q2

Q3

The net investment would be in 3 stages

Economic Model The net investment would be in 3 stages

Stage 2 (Next two months)

Expenses

Income

Factors Cost

Advertisement 1-

2,00,000

Maintenance 50,000

Cost due to incentive to

update

50,000

Salary 1,00,000

Factors Earning

s

Advertisement 36,000

Application 3,20,000

0

1,00,000

2,00,000

3,00,000

4,00,000

Category1

Income

Profit

Expenses

Stage 3 (3 months) Expenses

Income

Factors Costs

Advertisements 50,000

Maintenance 15,000

Cost due to

incentive to update

1,27,500

Salary 2,00,000

Factors Earnings

Advertisements 61,200

Applications 8,20,000

0

2,00,000

4,00,000

6,00,000

8,00,000

10,00,000

Category 1

Income

Profit

Expenses

Economic Model The net investment would be in 3 stages

Promotion & Advertising

FOCUS

• Quality & Accuracy of the service.

• How time can be effectively utilised with the knowledge of the arrival time of the bus.

• Need for use of Public Transport.

• Convenience in using Public Buses owing to Hop On.

Promotion & Advertising

Modes • TV Commercials

• Posters on Publ ic Buses & Autos

• Hoardings on Roads ide

• Endorsements

Promotion & Advertising

Content • showing how Office-Goers & students save on time by

effectively locating Buses using Hop-On. • Use of public buses decreases road traffic and

air pollution.

• Convenience in paying the bus fare through the mobile app thereby putting an end to the trouble of giving ₹6-7 change.

Implementation Strategy

Start with a region in Kolkata

Give first 3 months free service for beta testing.

Full fledged campaigns & advertising.

Expand services throughout the entire city.

Gradually expand to other cities.

Goals

• 1 l a k h c u s t o m e r s

• A c t i v e D a t a b a s e p r o v i d i n g l o c a t i o n o f 7 5 % o f b u s e s p l a y i n g o n t h e s t r e e t s o f K o l k a t a .

• I n c r e a s e i n p e o p l e u s i n g b u s e s o w i n g t o c o n v e n i e n c e p r o v i d e d b y H o p O n .

• 2 0 % o f c o m m u t e r s p a y i n g t h r o u g h m o b i l e w a l l e t .

In 6 months

So Now

Use

Hop On

And

Say NO

to

• waiting for long durations

for the bus to come.

• Not knowing the bus for the

Route.

• No Change to give for the

ticket.

Context

Boost Publ ic Transport

Save on T ime

Save Environment

Disclaimer

This presentation has been made by

Rajit Bhattacharya of Jadavpur University

during an internship under

Professor Sameer Mathur of IIM-Lucknow.