ULAŞ’I’M V.3Mustafa DEĞERLİ

Outline• ULAŞ’I’M

• Customers and Customers Spoken to

• MVP

• Revenue Model Strategy

• Pricing Tactics

• Payment Flows

• Metrics that Matter

• Partners

• Key Resources and Costs

Outline• Business Model Canvas - Re-Refined

• Customers Segments • Value Propositions • Channels • Customer Relationships • Revenue Streams • Key Resources • Key Activities • Key Partners • Cost Structure

• Conclusions

• What’s next?

ULAŞ’I’M

• Mainly a mobile payment service system for paying transportation fees of Metro and AnkaRay in Ankara, Turkey

• An application (for both iOS and Android) for passengers

• A system (transaction unit) at the stations

Customers & Customers Spoken to

• People using local public transportation facilities (Metro and AnkaRay)

• 6 + 15 (students) + 10 Students + 5 Regular

• 36 in total!

MVPULAŞ’I’M

Öde

KrediYönetimi

HaritaYararlıBilgiler

MüşteriHizmetleri

Geçmiş

Ayarlar

ULAŞ’I’M

Öde

ULAŞ’I’M

KalanBakiye

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KalanÜcretsizBinişHakları

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KrediileÖde

BonusileÖde

MVPGeşmiş

ULAŞ’I’M

İşlemTarihçesi

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KrediYönetimi

ULAŞ’I’M

Bakiye

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ÜcretsizBinişHakları

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KrediKartıileYükle

OperatörileYükle

MVPYararlıBilgiler

ULAŞ’I’M

MetroSaatleri

AnkaRaySaatleri

OtobüsSaatleri

TaksiÇağır

MetroGüzergah

AnkaRayGüzergay

OtobüsGüzergah

HavaDurumu

GününSözü

Harita

ULAŞ’I’M

HARİTA

YolTarifi Neredeyim?

EnYakınUlaşımAracı

MVPAyarlar

ULAŞ’I’M

KrediKartıEşleme

OperatörAyarları

ArkadaşınaKrediGönder

KonumAyarları

Dil

Reklamİzinleri

Push

***

MüşteriHizmetleri

ULAŞ’I’M

Ara

MesajGönder

SohbetEt

HataBildir

Pricing Tactics• Normal: TRY 2.35

• Discounted: TRY 1.75

• Normal transfer: TRY 0.80

• Discounted transfer: TRY 0.20

• Each of 10th pass will be free with ULAŞIM for normal passengers

• Each of 10th transfer pass will be free with ULAŞIM for normal transfer passengers

• Each of 7th pass will be free with ULAŞIM for discounted passengers

• Each of 5th transfer pass will be free with ULAŞIM for discounted passengers

Payment Flows

Metrics that Matter• # of Customers using the ULAŞIM (Daily and Weekly)

• # of Students using the ULAŞIM (Daily and Weekly)

• # of Total transactions via the ULAŞIM (Daily and Weekly)

• Total money amount of total transactions via the ULAŞIM (Daily and Weekly)

• % of Customers interacting with ads using the ULAŞIM (Daily and Weekly)

• % of Students interacting with ads using the ULAŞIM (Daily and Weekly)

• # of people downloaded the ULAŞIM app (Daily and Weekly)

• % of people who downloaded the ULAŞIM app but never used it (Daily and Weekly)

• % of people using the ULAŞIM at least once in a day for passes (Daily and Weekly)

Partners

• AMM (Ankara Metropolitan Municipality)

• Why: Alternative and cost-effective way for payments. Creating more satisfied people and providing differentiating services

• Risk: They may create their very own solution

Partners

• Advertising bodies

• Why: Gaining valuable information (location, demographics, etc.) and advertising/marketing opportunities/media.

• Risk: May not create that expected monetisation

Partners

• Banks & Carriers

• Why: Alternative means for money making and improving portfolio

• Risk: They may create their very own solution

Key Resources & Costs

Business Model Canvas - Re-Refined

https://bmfiddle.com/f/#/b5j86

Customers Segments

• People using local public/transportation facilities (Metro and AnkaRay) (CC1)

• AMM (Ankara Metropolitan Municipality) (CC2)

• Advertising bodies (CC3)

Value Propositions• Paying transportation fees easily and conveniently.

Having beneficial information (routes, locations, warnings, etc.) regarding transportation. Getting discounts and/or bonuses per transportation. (for CC1)

• Alternative and cost-effective way for payments. Creating more satisfied people and providing differentiating services. (for CC2)

• Gaining valuable information (location, demographics, etc.) and advertising/marketing opportunities/media. (for CC3)

Channels• Fliers available in stations. Mobile adds. SMSs.

Billboard advertising. App store and Google Play. (for CC1)

• Phone calls, face-to-face meetings, e-mails. (for CC2)

• Phone calls, face-to-face meetings, e-mails. (for CC3)

Customer Relationships

• Self-service, dedicated personal assistance, and automated services. (for CC1)

• Co-creation and dedicated personal assistance. (for CC2).

• Co-creation and dedicated personal assistance. (for CC3).

Revenue Streams• Generating advertising revenue

• Generating leads

• Inserting affiliate links

• Only transportation fee.(CC1)

• System and hardware sales. (CC2)

• Valuable customer data and communication grant. (CC3)

Key Resources• ULAŞ'I'M App

• Management team

• Engineering team

• Support personnel

• Payment service

• Outsourced hardware

Key Activities• App development and maintenance

• Supplier management (payment service)

• Outsourcing (hardware)

• Marketing

• Selling

• Customer relations

Key Partners• AMM (Ankara Metropolitan Municipality)

• Banks (İşBank and Halk Bankası)

• Carriers (TRCELL, VDFONE, TT)

• Advertising bodies

• Suppliers

• Outsourced organizations

Cost Structure• Staff, office, and management

• App development and maintenance

• Hardware part

• Payment service

• Marketing

• Systems installation

• Systems maintenance

Conclusions• I learned that lean start-up methodology and business

model canvas are reasonably beneficial and usable

• They both ensure continuous inventions and innovations

• It is all about customers

• ULAŞIM is a quite viable business but further efforts are needed to go on

• For now, I don't have a plan to apply to the relevant incentive programs; may be later…

What’s next?• If I have enough time and energy to devote to this

work; I plan to

• Re-refine and mature the model

• Talk to and collaborate with partners

• Find someone(s) to collaborate to make this project happen

• Or at least, disseminate all these efforts to the public to let someone realise this project!

Mustafa DEĞERLİ MD@mustafadegerli.com