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Suggestions for Divvyto Increase Revenue
Canada Goose (Gregory Choi, Bowen Nie, Jack Taffe)
AgendaInsights from the Data
Travel Route analysis
Suggestions for Divvy to increase revenue
Insights from the dataSome Summary Statistics:
Average duration: 17 minutes
Average age of the user: 36
Average # of trip per day: 8722
Insights from the data
The heavy users are people from 24 to 40.
Insights from the data
People are much more like to use Divvy in warm season than in cold season.
Insights from the data
Strong correlation between temperature and usage, R-Square: 0.92, p<0.0001
Insights from the dataThe two peaks are around 8 am, morning work commute, and around 5pm, when people leave work.
Insights from the data
Male users are almost 3 times
of the female users.
Insights from the data
2/3 of the users are subscriber and
1/3 of them are customer (=Visitors).
Insights from the data
Top 40 start stations and top 40 destination stations.
Insights from the dataPeople use Divvy in business hours
are elder than those use Divvy in
off hours.
Top 50 Travel routes in 2015 in Chicago
Navy Pier
Museum Campus
UnionStation
McCormickPlace
* The darker, the more users ride Divvy in that route.
Top 50 Female Travel routes in 2015 in Chicago
Navy Pier
MuseumCampus
South
Navy Pier
Lincoln Park
North
* The darker, the more users ride Divvy in that route.
Top 50 Visitors Travel Routes in 2015 in Chicago
UnionStation
NavyPier
MuseumCampus
LincolnPark
* The darker, the more users ride Divvy in that route.
Several takeaways from Travel Route AnalysisHeavy users ride Divvy in downtown area
Females in downtown don’t use Divvy as much as malesIt could be attributed to choice in clothes (skirt, heels)
Men’s reckless behavior; riding a bicycle in the middle of Chicago traffic with taxis
The female usage pattern is focused on the residential area, like Lincoln Park
Visitors ride Divvy along with Michigan lake roadTake advantage of the bike trail
Still need to attract visitors into the Chicago loop area
Suggestion (1)Advertising
Breakfast , Fast food, and other goods for young and middle-age people
Business PartnerSports, health and wellness partners
Local business and service providers
Dynamic pricing based upon time, gender, age, or locationOffer a discount during non-peak hours
Offer a discount to the areas which are not frequently used
Or offer a discount along the Michigan lakeshore on Saturday or Sunday for promotion.
Suggestion (2)Increase safety - Taxi and other drivers are can cause dangerous
conditionsBike Lanes
Helmets
Promote group activityDifferent scenic routes
Improve winter revenueDiscount during low volume times
Heated handlebars and seats, recharges at station
Windshield to protect
Wheels with improved handling in snow and ice
Hat, gloves, and scarves sponsored by other company
Q&A