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UNIVERSITY OF ECONOMICS IN BRATISLAVA 
CNAS 
Idea Presentation 
Raphael B., Michaela T., Laura V. 
December 2014
Product / Service Introduction
Project Plan Following Value Chain 
Complaint 
collection/ 
frustration 
Technology 
(analysis/design/ 
development) 
Bene...
Customer Segmentation 
Target audience: 
• Young/middle aged adults (25-54 years 
old) 
• Students (20-25 years old) 
• Sc...
Behaviour and trends of 
customers 
• Peeopllee aarree llaazzyy (( eeaassyy waayy off bookkiingg aand paayyiingg ttiicckke...
Potential Substitutes 
Description 
ISIC ( for 
customers 
<26) 
ISIC is a substitute because they also offer discount for...
SWOT 
•STRENGHTS 
Focused on a big variety of population; A number of discounts included; 
Ability to charge/book tickers ...
Power of networking 
• SSucccceessssffull ssttaarrtt-- up ccaan bee sseeeen aass vvaalluaabllee paarrttneerr fforr ottheer...
Connectivity to external 
stakeholders 
• EExxtteerrnaall prrogg rr aammiingg ccompaanyy (( ccrreeaattiion off onlliinee 
...
Competitive survey 
• IIn Brraattiissllaavvaa rreegg iion tthee maaiin ccompeettiittiivvee prrogg rraammee iiss 
Brraattii...
Market stage and competitors 
Dot represent the stage of the competitors on the market 
Introduction Growth Maturity Satur...
Costs 
• Development of Mobile App: 10.000 EUR 
• Development of Company website: 5.000 EUR 
• Development of integrated p...
Marketing Channels 
Marketing Channels 
University 
û 
Target market Description Public Schools Workplace SocialMedia 
Tee...
Marketing Overview 
üChanges Necessary 
Customer 
segments 
•Children 
•Teenagers 
•Middle-age 
Adults 
•Mid-Income 
Key a...
Feedback for Ideas 
• Focus on bus services providers –no ability to book tickets 
online 
• Start on Bratislava region –t...
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Bus loyalty card Innovation Management Class 2014

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Bus Loyalty card App to enable, easier ticket purchase, travel management and discount card.

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Bus loyalty card Innovation Management Class 2014

  1. 1. UNIVERSITY OF ECONOMICS IN BRATISLAVA CNAS Idea Presentation Raphael B., Michaela T., Laura V. December 2014
  2. 2. Product / Service Introduction
  3. 3. Project Plan Following Value Chain Complaint collection/ frustration Technology (analysis/design/ development) Benefits for partners: ability to track the number of sold tickets; improved communication to customer (information on time); increased customer retention Benefits for customers: ability to charge/book tickets online; ability to track how many seats are available; discounts; information of delays
  4. 4. 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
  5. 5. Behaviour and trends of customers • Peeopllee aarree llaazzyy (( eeaassyy waayy off bookkiingg aand paayyiingg ttiicckkeett onlliinee// vviiaa aapp)) • LL oyyaallttyy beeneeffiittss aand bonusseess (( maakkee peeopllee ussee tthee ssaamee ttrraanssporrttaattiion ccompaanyy aand ggeett diissccounttss)) • SSaattiissffiieed ccussttomeerrss (( haappyy ccussttomeerrss wiillll lleett ottheerrss tto kknow aaboutt yyou)) • Peeopllee don’’tt haavvee ttiimee (( sso bookkeed ttiicckkeett iiss beeneeffiitt ––yyou don’’ tt haavvee tto waaiitt fforr buss))
  6. 6. Potential Substitutes Description ISIC ( for customers <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 for charges of a certain period for use of public transportation. Charge can be performed online Bus Cards Bus cards are substitutes however in order to charge them / use, it requires personal attendance to the bus station or a terminal where you can charge. Does not offer online option service. Does not offer benefits. Tickets Tickets directly from companies are an alternative because they can be purchased online. People can rather print them or bring in mobile. Tickets are also provided via SMS.
  7. 7. SWOT •STRENGHTS Focused on a big variety of population; A number of discounts included; Ability to charge/book tickers online/via mobile app; Easy to purchase/use; Relatively low price; High quality of information for partners •WEAKNESSES Lack of experience; High dependence on partnership relations; Low brand and service awareness •OPPORTUNITIES Consumers moving to online ordering; Improved use of transportation facilities; Expansion to other countries; New business partnerships; Introduction of new services online •THREATS Existing online services of competitors/partners; Slovak government’s implementation of free train trips for students; Decreased customer attraction and retention; Introduction of similar services by partners; Not compatible tickets’check ing devices used by partners
  8. 8. Power of networking • SSucccceessssffull ssttaarrtt-- up ccaan bee sseeeen aass vvaalluaabllee paarrttneerr fforr ottheerr ccompaaniieess (( baankkss ––sspeecciiaall paayymeentt ssyysstteemss ssucch aass Viiaamo,, QR ccodeess,, ssttudeentt porrttaallss,, ttrraavveell aaggeencciieess,, ……)) • Buiilldiingg off rreeccoggniittiion off tthiiss sseerrvviiccee aamongg ottheerrss • SSeerrvviiccee quaalliittyy aawaarreeneessss aamongg bussiineessss aand aamongg ccussttomeerrss
  9. 9. Connectivity to external stakeholders • EExxtteerrnaall prrogg rr aammiingg ccompaanyy (( ccrreeaattiion off onlliinee pllaattfforrm fforr lloyyaallttyy prrogg rraammee ––mobiillee aapplliiccaattiion)) • Compaaniieess whiicch prrovviidee ttrr aavveell sseerr vviicceess aand waantt tto iimprrovvee sseerrvviiccee deelliivveerryy tto cconssumeerrss baasseed on onlliinee pllaattfforrm (( EEurrolliineess,, SSllovvaakklliineess,, ZZ sssskk)) • Cuss ttomeerr ss who woulld lliikkee tto haavvee eeaassyy aand ccomfforrttaabllee aacccceessss tto ttiicckkeettss onlliinee
  10. 10. Competitive survey • IIn Brraattiissllaavvaa rreegg iion tthee maaiin ccompeettiittiivvee prrogg rraammee iiss Brraattiissllaavvaa''ss iintteegg rraatteed ttrraanssporrtt whiicch offffeerr ccombiinaattiion off ttrraanssporrtt ccompaaniieess aand prree-- paaiid sseerrvviicceess • Maaiin ccompeettiittorrss :: SSllovvaakklliineess,, TTurraanccaarr,, EEurrolliineess,, Arrrriivvaa,, iin tthee neeaarr ffutturree Reegg iioJJeett,, aand lloccaall publliicc ttrraanssporrtt prrovviideerrss))
  11. 11. Market stage and competitors Dot represent the stage of the competitors on the market Introduction Growth Maturity Saturation Overallmarket development Possible development Audience Innovators Early adaptors Early majority Late majority Laggard Market Small Expanding High Peaked Contracting Price Medium Medium Medium-High Medium Low Sales - Expanding High Flattening Moderate Competition Medium Increasing Moderate High Moderate
  12. 12. Costs • Development of Mobile App: 10.000 EUR • Development of Company website: 5.000 EUR • Development of integrated payment system with transport partners and banking institutions: 5.000 EUR • Marketing Costs: 2.000 EUR • Total Costs for implementation: 22.000 EUR
  13. 13. Marketing Channels Marketing Channels University û Target market Description Public Schools Workplace SocialMedia Teenagers • Mid-income teenagers or students financed by their family, from 15-19 years ü ü ü Middle- aged Adults • Mid-income adults between 20-54 years old, seeking for a healthy lifestyle û ü û ü ü Children • Mid-income teenagers or students financed by their family, from 10-14 years ü ü û ü ü ü
  14. 14. Marketing Overview üChanges Necessary Customer segments •Children •Teenagers •Middle-age Adults •Mid-Income Key activities • Aggressive marketing • Client Membership • Efficient use of $$ from fees Key partners • Schools • Newspapers publishers • Telecom Companies • Banking Institutions • Transportatio n companies • External programming company Value proposition •Individual approach •Personal card, security •Fast and convenient service •Easy of access Customer relationship •Close •Online services •Membership Channels • Public • Schools • Newspapers • SocialMedia • Workplace Cost structure • Business Operations + Marketing + Staff + Mobile App Development Revenue streams • Membership fees (5 EUR) • % over partner sales Key sources • Mobile Application • Customers
  15. 15. Feedback for Ideas • Focus on bus services providers –no ability to book tickets online • Start on Bratislava region –town public transport –check point for acceptance of service

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