MoveInSync Assignment

The pooling of Private vehicles and making commute easy

PROBLEM STATEMENT
Traffic on Indian roads is getting worse every passing day. As per a study done by
MoveInSync, the traffic speed in Bangalore in 2018 was 17 km/hr vs 23 km/hr a year
ago. This can be attributed to an increase in vehicle ownership and a lot many people
traveling to their offices in private vehicles alone. Here lies an opportunity to fill the
unused seats in these vehicles with the demand for these seats.

ISSUE

The management of traffic in big and small cities is becoming an increasingly serious
and critical problem. It emerges that the environmental and social costs of car driving
urgently necessitate limits on vehicle use, especially when considering the worldwide
increase in car ownership and low-occupancy transport modes.

CURRENT SCENARIO
Indians spend more time in daily office commute than people in most countries in the
world, with more than 2 hours on the road every day.

CURRENT MODE OF COMMUTE

1. Public Transport ( Metro, Buses, Trains)

2. Office Commute services ( Office Cabs, Office Buses)
3. Private Transport ( Bike, Car)
4. Ride-Hailing (Ola, Uber, Rapido)
5. Ride-Sharing or Pooling ( Quickride, sride, rpool, Bla Bla)
The usage of Private vehicles is high, making this a more effective mode of commute
would reduce the traffic and will be economical.

PROBLEMS IDENTIFIED
India is developing and the people of the country are moving more than ever before. In
January 2019 alone, a mind-boggling 1.6 million-plus new vehicles were registered with
various regional transport departments across India, averaging close to 51,000 per day.
The national daily average in 2018 was close to 55,000. Congestion happens when
everyone takes out their vehicles around the same time towards the same destination.
Major problems in this segment are:
1. Private vehicles around the same time towards the same destination
2. Cost of individual transportation is high
3. Congestion and Increased travel time
4. The wastage of Fuel
5. Pollution and​ increasing rate of CO​2​ emission

SOLUTION APPROACH
To arrive at the solution, first, the scope of the solution is outlined. This is followed by
arriving at assumptions, prerequisites and critical inputs for the supply shortage
algorithm in order for the end to end solution from the backend to frontend to integrate
seamlessly and be computationally robust, feature-rich and easy-to-comprehend
visually. Then, insights gathered from existing and upcoming related solutions are
critiqued in an effort to arrive at key takeaways for the most optimized solution. Lastly,
the key takeaways are summarized and KPIs and validation metrics are discussed.

SOLUTION
Based on the problems specified above, the solution for this type of scenario is the
pooling of private vehicles. Ride-pooling can be defined as “a group of people who
travel together, especially to work, usually in a different or same member’s private
vehicle each day". Ride-pooling can contribute to getting multitudes of private vehicles
off the road during peak hours by simply reducing duplication. It is environmentally
conscious, socially relevant and economically sustainable.

PROS

1. Save money. Share the costs of driving with other riders.

2. Reduce stress. Read, listen to music, or relax when you’re not driving.
3. Save time. As a carpool, you can drive in the HOV (high occupancy vehicle) lane.
4. Help the environment. Carpooling creates cleaner air and safer communities.
5. Prolong the life of your vehicle. Shared driving puts fewer miles on your own car.
It reduces traffic. When three people carpool, there are two fewer cars on the
road.
6. Less wastage of Fuel
7. Socializing and Networking

CONS

1. Schedule Conflicts
2. Safety Issues
3. If one or two people quit, then the carpool may become difficult to work and you
might have to look for other options.
4. It might be difficult to adjust with people in the car, in case they have peculiar
habits such as smoking or latecomers, etc.
5. Running errands is not possible
6. Delay made my one passengers will affect others aswell
MARKET SIZE
NOTE: ​Our primary target audience is Office commuters
Based on the Census India, the Total population of India is 1.3 Billion people​. 
1. As our target audience is from Urban cities, Which is 30% of 1.3 Billion, gives 390 
Million People 
2. The average age gap for this office commuters is between 20 years old to 60 years 
old. According to the census India report, 60% of the population comes under this 
age gap. The total working population in urban areas is 216 Million People 
3. Based on the Survey, 60% of the urban working population is Office Commuters, 
Which is, 129.6 Million People 
4. Considering based on the current scenario, 40% of people use private vehicles for 
the office commute. Which is 51.84 Million Commuters. 
5. Assuming out of which 60% of private vehicle commuters start using Ride pooling, 
Which is 31.1 Million Commuters 
6. Due to the reduced cost and efficient commute, If 30% of Public Transport start 
using Ride pooling, then, 23.3 Million Commuters 
7. Total Ride Pooling Commuters will be 54.4 Million Commuters 
8. A person can use a ride pooling on average 2 times a day, and the average number 
of annual working days is 250 days. The total number of Office rides per user per 
year is 500.  
9. Considering a person using Ride pooling for 70% of his/her rides, which is 350 Ride 
Pooling rides/user/year 
10. The average cost for the ride pooling is between Rs 30 to 40. Considering lower 
bound, 30 *350 rides are Rs. 10500/ per user/ per year. In dollars, $147.88 
11. The total market size is 54.4 Million daily Commuters * $ 147.88, which is $ 8 Billion  
12. Consider the commuter using the application for intercity travel, The average cost for 
the intercity travel is Rs. 350, which is $5. Considering 60% of our daily commuters 
using the application for at least 4 times in a year. Which will be 32.64 Million users. 
13. The total market size for intercity travel is 3.64 million * $20, which is $652.8 Million. 
14. The total market size of the Ride pooling market in India is approximately $8.65 
Billion.
COMPETITIVE ANALYSIS

COMPETITIVE ANALYSIS

NOTE: ​BlaBlaCar is not an Indian application. So, based on only Indian users
QuickRide will be the market leader.
USER PERSONA

USER JOURNEY MAP

USE CASE PRIORITIZATION
After working on the Journey Map, I reviewed the data and shortlisted some potential features
that could be incorporated into the App. However, I felt that there might be too many features
and I don’t want to overwhelm the users with features that don’t deliver much value as it may
lead to bad user experience. I decided to conduct a feature prioritization process by utilizing the
2x2 matrix that helped me quickly determine the relative user value created vs the effort
required to deliver the feature.
WIREFRAMES
PRODUCT DIFFERENTIATION: SAFETY FEATURES
Usually, travel is made using public transport, cab-hailing services or in private vehicles
with known family/friends. Ride sharing is sharing the same vehicles by known/
unknown individuals traveling in the same direction at the same time. Traveling with a
random individual over the internet gives a major safety concern. To avoid these safety
concerns there are few features added to the application like:

1. Share Ride details: ​The list of emergency contact must be added by the user, to
which each ride details will be sent to your contacts.
2. Share live location: ​If the user feels uncomfortable about the journey, the User
can enable the feature “Share Live Location” with which the live location of the
user will be shared continuously to the emergency contact till the end of the
journey.
3. Wrong direction Alert: ​The user will receive an alert in his/her application if the
driver is going in the wrong route. Based on the scenario the user can use the
SOS option the app.
4. SOS button: ​Once the SOS button is clicked, An alert will be sent to the nearest
GetToWork user for the help(If available) and a call to the 24*7 Executive to give
immediate support such as informing the police, ambulance, etc.
5. Report the Driver or Co-Rider: ​ If the behavior of the driver or the co-rider is
bad. The user can report on the same about the incident.
6. Gender-specific ridesharing: ​A user can request for the gender-specific ride,
with which the same gender drivers will be suggested to the user.

GROWTH STRATEGY

TARGET AUDIENCE

Our major target audience is the day to day office commuters. Currently, their mode of
transport is Public transport (like Bus, metro, local train), Office cabs/bus, Third-party
cab( like Ola, Uber), private vehicles.
MARKETING STRATEGIES

The success rate of the product depends on the availability of the riders and the drivers
in the application. We need to have recurring users like the office goes to offer rides and
take rides. The list of a few initial growth strategies are

1. Go-green Awareness campaign in tech parks

2. Influencer marketing
3. Referral Program
4. Running Ads
5. Focus on SEO
6. Answer Quora Questions

MONETIZATION STRATEGY
Based on our product, the best suitable business model would be a Commission based
Business model. Our major expenses to run this platform will be Cloud storage, maps,
Infrastructure, Employee salaries, etc.

Based on the competitive pricing, which is a 6% commission on the receipt. Considering

the same commission rate for calculation of our ROI.

Based on our market size assumption, If we are having 10% of the market share of
$8.65 Billion, with a 6% commission, revenue will be around $51.9 Million per year

ROI = Earnings - Initial Investment

------------------------------------
Initial Investment

Considering our Initial Investment of $1 Million ( $350k Human Resource cost, $300k Marketing
cost, $350k Server and technology cost)

Based on average user expenses on the platform is $147(Based on the market size), on which
6% the commission, which is $8.82 per user per year.

Considering the traction of 100k users in a year, Out of which 60% is the active users, Which
are 60k users.

Earnings = $8.82 * 60,000, Which is 529,200

ROI = 529299 - 1000000
-------------------------
1000000

We have made 52.9% in 12 months. Based on the growth rate our ROI will be between 18
months to 24 months.