Taxi Cab Aggregation

Services

A Strategic Business Plan

Soumya P. DharBangalore, March 2012

Agenda

The Product

The Market Opportunity

Target Segments

Competition and pricing

Dipstick Survey & results

Action Agenda and Sales Plan

The Product:

Taxi cab aggregator services form a component of what is termed Demand Responsive Transport or Transit (DRT) or Demand Responsive Service aka Dial-a-Ride.

The business idea is to bring unorganized sector taxi cab inventory online and provide a platform for booking, billing & service delivery.

The Market Opportunity:

The car rental market in India - Rs.12,500 crores - approx

Growing at 15% - approx.

Expected to be around Rs.15,000 crores in 2013.

Segments by Trip Type:

Inter city point to point – the traditional 8 hrs/80 kms or 4 hrs 40/kms.

Intra city – daily usage.

Airport drop.

Segment by User Type:

Corporate Business Travel – nearly 70% of the business.

Individual personal leisure travel – (retail)

Travel Agencies

OTA – online travel aggregators

Players & Pricing:Site: Company: No. of locations: Pricing:

Pay Now to book: Extras:

http://www.taxiforsure.com/

Serendipity Infolabs Pvt. Ltd.

(7) Bangalore;Chennai; Delhi; Hyderabad; Kolkata; Mumbai; Pune

Delhi 8 hrs 80 - Indica Rs. 1000 Rs. 100 (or 10%)

Hour Rs. 100, KM Rs. 15

http://www.getmecab.com/

Unicus Infolabs Pvt. Ltd

(11) Delhi Bangalore Mumbai Hyderabad Jaipur Pune Chennai Gurgaon Noida Faridabad Ghaziabad

Delhi 8 hrs 80 - Indica Rs. 900

Rs. 300 (or 33%)

Hour Rs. 50, KM Rs. 9

http://www.olacabs.com/

ANI Technologies Pvt. Ltd.

(3) Mumbai, delhi, they say Bangalore but not launched

Delhi 8 hrs 80 - Indica Rs. 900 Rs. 180 (20%)

Hour Rs. 50, KM Rs. 8

http://www.savaari.com

  (+56)Delhi 8 hrs 80 - Indica Rs. 1000 Rs. 1000 (100%)

Hour Rs. 50, KM Rs. 9.75

http://www.taxiguide.in/

Archaea Mobility Services Pvt Ltd. (+76)

Delhi 8 hrs 80 - Indica Rs. 978 Rs. 190 (19.4%)

Hour Rs. 60, KM Rs. 8

http://www.yourcabs.co

m/Your Cabs

The services are currently active only in Bangalore and allows for the usual airport commuting, local travel and outstation travel.

Bangalore 8 Hrs 80 km Rs. 935 Rs. 235 (25%)

Hour Rs. 50, KM Rs. 8

Most companies have operations in New Delhi & the cheapest 8 Hrs 80 kms has been taken for comparison – one player does not have services in New Delhi and for that Bangalore

has been taken

Research Findings:What are corporate customers looking for?

A dipstick study on phone with company users and in person with individual users was conducted.

The objective is to find what are the factors the various kinds of customers look for.

This is a dipstick study and the methodology adopted and survey base is enclosed.

Sample sizes are too small to be statistically significant and is meant only as a dipstick

Survey Respondents - Corporate

Company Name:

Contact Person:

Industry Designation Job Role City

Tata Elxsi GK

High Tech, Information

Technology & Services

Manager - travel

Travel Management

Bangalore

SRIT BM

High Tech, Information

Technology & Services

Head - travelTravel

ManagementBangalore

Sonata SW AM

High Tech, Information

Technology & Services

Head - administration

Administration Bangalore

Titan Industries

SMHeavy

Machinery & Manufacturing

Head - administration

Administration Bangalore

Himalaya Drug MHPharmaceutica

lsManager - HR

HR Management

Bangalore

What does the corporate car hirer look for (top of the mind):

Punctuality

Pricing

Ease of use and ordering

Courteous, presentable & knowledgeable staff

All India service – single point contact

Clean well maintained cars

Corporate references

What Should be in Place The Agenda:

Marketing: Site optimization for SEO SEM – ad words, Facebook, Twitter ads Mobile ads Main stream media – print, radio, TV (most expensive and last

option)

Technical: Server location to India – faster UX (approx Rs. 60 – 70 k PA) Apps – for ease of ordering/payment and targeting retail individual Toll free number/SMS

Sales: Team in key locations – Mumbai, Delhi, Bangalore, Chennai,

Hyderabad in a phased manner. Increase coverage and inventory available.

Regional Sales Team Suggested:

1 sales manager (6 – 8 years experience from travel & hospitality)

2 sales executives (2 – 4 years experience from travel & hospitality) One looks after corporate Other is for channel development In the early phase both these roles combined

into one

Supporting:

Following are screen shots from the actual ordering process for prices and fare break ups.

Olacabs.com

Fare Breakup:

YourCabs.Com

Fare Breakup:

Package Details Package Chosen: 8.0 hours/80.0kms.

Package Price: Rs. 900 Original Package Price Garage Distance: less than 1 km.

Garage to Pickup point Extra km. rate: Rs. 7/km

If kms. exceed 80.0 Extra hours rate: Rs. 50/hour If hours exceed 8.0 Extra hours rate: Rs. 50/hour If hours exceed 8.0

Service Tax: Rs. 37 Tax Amount at 4.12% Estimate: Rs. 935 Total Amount

Initial Deposit: Rs. 235 Initial Deposit to be paid

Please Note: → For night travel between 10pm and 6am, an additional driver allowance of Rs.

200 will be charged. → The distance will also include kilometres from garage to pickup point, and dropoff

point to garage, as per industry standards. Please choose a vendor close to your pickup point.

→ If the trip exceeds the package limit, it will be charged extra as per the rates above. Example: If the trip exceeds the package limit by 10kms. and 1 hour, both excesses will be charged.

→ Service tax of 4.2% will be collected on all trips on the basic amount (excluding toll, parking etc.), which is included in the estimate above

Taxiguide.in

Fare Breakup:

Cost Estimates: Vehicle Type Tata Indica A/C

Includes Taxes, Driver B.A/T.A 978 Rs Total Advance Amount (Pay Now) 217.95  Rs

Trip Advance      -       190.00  Rs  

Service Tax 10.3 %   -      19.57  Rs

Online Tx charge @4%  -      8.38  Rs  

Vendor Name: GT Delhi

Fare per extra Hour 60  Rs Fare per extra KM 8.00  Rs

Taxiforsure.com

Savaari.com

Fare Breakup

Booking Cost : Rs. 960

Service Tax : Rs. 40

Total Cost : Rs. 1000

Usage : Local (8hrs/80kms each day)

Days : 1

Amount to pay now : Rs. 1000

Amount to pay to driver : Rs. 0

Extra Charges

Rate per extra hour : Rs. 50

Rate per extra km : Rs. 9.75

Toll and Parking : As Applicable

Fare Break Up

Package chosen 8 Hours 80 Kms

Any additional usage beyond what is specified in the package would be charged at the below mentioned rates:

Rate per extra hour Rs. 100

Rate per extra km Rs. 15.0

The km and time reading would start and end at the customer pick up location.

If the drop-off location is not the same as pick up location then the distance from drop off location to pick up location would be added to the total distance travelled.

Getmecab.com

Fare Breakup

Fixed cost: Rs. 900

Per km charge after 80Km Rs. 9 per km.

Per hour charge after 8 hr Rs. 50 per hour

Toll taxes and parking charges as applicable

Night charge of Rs 200/- if driver drives from 10PM to 5AM

Notes:Distance and time is calculated from garage to garage.

If the package time and km limits exceeds, extra charge for both need to be paid.

The Details: Sl. No.: Site: Company:

No. of locations:

Key people:

Phone no.:

Location: Apps: Chat:

Alexa Rank: Daily Traffic Trend:

Hosting Details:

1 http://www.taxiforsure.com/

Serendipity Infolabs Pvt. Ltd.

(7) Bangalore | Chennai | Delhi | Hyderabad | Kolkata | Mumbai | Pune

Aprameya Radhakrishna; Raghunandan G;Ashok Raavi

080 60601010 (Bangalore, not Toll Free)

JP Nagar Bangalore

No No

Global: 359,214 IN:40,785 Reputation: 245

 

Hosting: Hetzner Online AG host the domain taxiforsure.com IP Address: 176.9.25.48 Name Servers: ns57.domaincontrol.com, ns58.domaincontrol.com

2http://www.getmecab.com/

Unicus Infolabs Pvt. Ltd

(11) Delhi Bangalore Mumbai Hyderabad Jaipur Pune Chennai Gurgaon Noida Faridabad Ghaziabad

Udai Singh Meena, Founder & Director; Amit Lakhotia, Co-Founder & Director. (ex makemytrip.com)

9312241121 (relicance CDMA - not toll free)

Gurgaon. New Delhi

no/mobile site

yes

Global: 129099 IN:11137 Reputation: 79

 

Hosting: Amazon.com host the domain getmecab.com IP Address: 175.41.135.176 Name Servers: ns11.dnsmadeeasy.com, ns12.dnsmadeeasy.com, ns13.dnsmadeeasy.com, ns14.dnsmadeeasy.com, ns15.dnsmadeeasy.com, ns10.dnsmadeeasy.com