bus loyalty card innovation management class 2014
TRANSCRIPT
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