Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

CALL AUTO SERVICE: PROCESS OPTIMIZATION FOR SERVING CUSTOMERS, RICKSHAW DRIVERS AND

COMMUNITY

Project Overview

• AutoRaja, winner of the EMBARQ “Rickshaw Rising Challenge”, is a Chennai-based start-up focused on enhancing the experience for auto drivers and their customer, while improving the standard of living for auto drivers and the efficiency of public transportation

• The FedEx team is here to support the growing business by reviewing the current Business Operations & Marketing Plans

• The goal is to provide a set of recommendations that will enable AutoRaja to build a sustainable business model and tools that can be leveraged as the company expands

2Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Key Learnings

3

Tough Market• Tight Regulations• Competitive

Market• Manage costs

Plan IT • Have long term

vision• Match business

need to IT solutions

• Don’t overbuild• Buy Vs. Build

Driver Engagement• Segment drivers• Partner in

ownership• Simplify

Documentation• Optimize their

operation

Target Customers• Focus on niche

customer• Match need with

value prop• Chose the right

channel• Implement

promotions that resonate

Additional Revenue Streams• Use asset wisely• Think outside the

rickshaw• Network and

Collaborate• Use social

infrastructure

Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Making Profits is Hard

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Auto fares are regulated, and leave little room to share the margins for call auto services

The competition is aggressive, which includes Pricing and Product Features

Getting to profitability will likely require significant daily call volumes

Companies should closely monitor and align costs with customer expectations

Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Be smart with IT investments

5

If you don’t have a

technology platform in place, plan

ahead – you have options

Technologies can help with

tracking, dispatching

or both – use them only

when it makes sense

Different business/

technology models work

better at different call

volumes

A labor heavy

process may work well in low volume situations

Consider your

company’s core

competency as you

deliberate buy vs. lease

vs. build options

Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Driver Value PropositionDrivers have differing motivations; determining which drivers best match with a specific business model improves acquisition and retentionDriver Segmentation Model

Motivations Wage Expectation Fit With Model

The Family Man • Minimize radius of activity

• Limit number of rides

• End to end trips

Rs 800/day • Good• More inclined to use

meter• Rely on centralized

dispatching

The Hustler • Maximize fares• Gain more

opportunity• End to end trips

Rs 1,200 /day • Poor• Less inclined to use

meter• Rogue

Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Driver Engagement is Critical to Operational Success

Help with paperwork

Assistance in purchase or joint ownership of rickshaw

Loyalty Program

Routing Efficiencies and income assurance

• Forms needed to get license• Bank loans• Government grants• Background Verification

• Base income assurance• Ensure minimum rides a month• Round trip optimization• Kilometer-based pledge

• Reward loyal drivers• Competition based on loyalty / points banked• Access to special programs

• Underwrite bank loans• Joint Ownership• Down Payment assistance

7Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Focus on Key Niche Segments

8Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Think outside the Rickshaw

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In-rickshaw Advertising

Same Day City Couriers

Social Grants

Corporate Partnerships

Government Alliance

Use Rickshaw and driver uniform to generate additional advertisement revenue from local businesses

Use downtime and off-peak hours for transporting packages from prequalified senders and recipients.

Pursue social grants from government and agencies for driver engagement programs and carbon footprint management

Seek Corporate partnerships for employee reward programs and their CSR initiatives

Work with government agencies to provide last mile transportation solution for government modes especially during peak hours of transit.

Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Corporate Alliances

10Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

Questions

11

Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate