Project: You Drink We Drive
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I created this presentation for a final project my Digital Strategy class taught by Prof. Sinan Aral. Our team was pitching an idea for a technology-enabled startup providing designated drivers on-demand for people who drive to bars or clubs and consume alcohol. These drivers could be ordered to chauffeur the customer back home in their own cars.
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Project: You Drink We Drive
- 2. what do Atlanta, GA, Richmond,VA, Greenville, SC, and Birmingham,AL all have in common?
- 3. they are just 4 of the dozens of cities across America with public transportation that serves less than 35% the city’s population.
- 4. sprawling cities, dense suburbs need to get home, won’t leave cars behind, reject the idea of taxis, get behind the wheel people drive to social events people often drink in excess of the legal limit
- 5. every day in America, another 27 people die as a result of drunk driving crashes.1 drunk driving costs the United States $132 billion a year.2 1 National HighwayTraffic Safety Administration FARS data, 2012. 2 National HighwayTraffic Safety Administration FARS data, 2010
- 6. 40% of traffic deaths in 2006 in US were alcohol related.
- 7. the problem
- 8. you are... ...out to dinner with a few friends and finishing off your third glass of wine ...at to a birthday party in the suburbs and have had a little too much to drink ..at a bar downtown after a night of drinking beers and watching football
- 9. how do you [ + your car] get home? call a cab return to bar next morning to retrieve car make a [poor] judgment call take a chance and drive car home after a few drinks
- 10. We need an alternative to drunk driving in markets where public transportation is not readily available.
- 11. the solution
- 13. is a unique product product that will utilize technology to provide a solution to this dangerous problem for millions of Americans.
- 15. is a mobile-enabled designated driving service that allows users to order, in real time, a driver to chauffeur them home in their own car.
- 17. designated driver picks up at current location drop at destination YDWD picks up driver for next job based on GPS Fee based on time and distance
- 18. technology GPS location tracking users + drivers track data to analyze usage patterns minimize distances, wait times traffic variability high usage locations integrate with social media check-in user checks in gets option to reserve driver in advance
- 19. the market
- 20. Adults drove drunk 112 million times in 2010 * Centers for Disease Control and Prevention, October 2011. how big is the market? ~300,000 incidents of drunk driving each day.*
- 21. ♂ more likely to drive under influence than ♀ * * Substance Abuse and Mental Health Services Administration.“Results from the 2010 National Survey on Drug Use and Health: Summary of National Findings.” September 2011. demographics 7.9% 15.1% ♂ ♀
- 22. fatal crashes highest for ages 21 to 24* * National HighwayTraffic Safety Administration.“Traffic Safety Facts 2010:Alcohol Impaired Driving”Washington DC:National HighwayTraffic Safety Administration, 2011 demographics 21-24 25-34 35-44 29% 30% 34%
- 23. 0 75 50 25 Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware D.C. Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada NewHampshire NewJersey NewMexico NewYork NorthCarolina NorthDakota Ohio Oklahoma Oregon Pennsylvania RhodeIsland SouthCarolina SouthDakota Tennessee Texas Utah Vermont Virginia Washington WestVirginia Wisconsin Wyoming 39 196 91 156 224 18 54 1,213 257 32 314 25 407 97 220 316 64 366 315 105 193 27 70 46 80 258 149 109 255 114 162 23 226 172 107 82 208 279 5044 277 716 8 41 92 161 774 155 215 20 259 dispersion of drunk driving fatalities* * http://www.centurycouncil.org/sites/default/files/materials/SODDFIA.pdf highlighted states represent population centers where drunk driving fatalities are prominent these areas will be considered for our initial launch
- 24. Based on the locus of drunk driving fatalities we have identified these metropolitan areas as strong potential markets Metropolitan Area Est. Population 2012 Los Angeles-Long Beach-Anaheim, CA Dallas-Fort Worth-Arlington,TX Houston-The Woodlands-Sugar Land,TX Miami-Fort Lauderdale-West Palm Beach, FL San Francisco-Oakland-Hayward, CA Riverside-San Bernardino-Ontario, CA San Diego-Carlsbad, CA Tampa-St. Petersburg-Clearwater, FL San Antonio-New Braunfels,TX Orlando-Kissimmee-Sanford, FL Sacramento--Roseville--Arden-Arcade, CA San Jose-Sunnyvale-Santa Clara, CA Austin-Round Rock,TX Jacksonville, FL 13,052,921 6,700,991 6,177,035 5,762,717 4,455,560 4,350,096 3,177,063 2,842,878 2,234,003 2,223,674 2,196,482 1,894,388 1,834,303 1,377,850
- 25. 172 * “InternetTrends @ Stanford Bases Kickoff”, Mary Meeker, Dec 2012. demographics m i l l i o n smartphone users in USA Q4 2012*
- 26. potential for future expansion to other countries with similar issues around drunk-driving future options for growth license technology for optimization to other businesses (e.g., taxi and limousine services)
- 29. competition taxi + limousine services other companies providing designated driver services few are tech enabled focused on larger markets
- 30. insurance + liability is protected through user waivers insured drivers umbrella policies
- 31. monetization
- 32. dual stream ride fares display ads $$$ 6.5 miles sale 50% off x
- 33. a/b testing market a market b rate 1 rate 2 optimize pricing willingness to pay costs/revenues
- 34. pricing scheme 1 $40 pick-up fee $2.50/mile scheme 2 $25 pick-up fee $2.50/mile waiting fees e.g. $15 for each 30 minutes after the reservation the driver has to wait additional stop e.g., $5/stop
- 35. scaling can expand to new markets in the U.S. and potentially other countries. .
- 36. funding needs
- 37. initial funding request $100,000 phase 1 3 months design + development costs $44,800 operational expenses $6,000 phase 2 3 months design + development costs $25,400 operational expenses $23,800
- 38. team
- 39. c e o f o c tc o omc Adam Salvitti-GucwaWith a diverse background ranging from 5 years experience as a senior accountant to a more creative position as Product Lead for a design and development studio in NYC,Adam's breadth of experience allows for meaningful strategic insights and organizational management. Rich FulopRich has a diverse background in sports and financial services spanning the last 7 years. He has held roles in sales, trading, asset management and most recently managing budgets and salary caps with Major League Soccer. Given his wide breadth of finance experience, Rich will be responsible all things finance and budget related. osc GauravVenkateswarGaurav has 10 years of experience in information technology as a consultant. He has designed, developed, and deployed numerous systems to meet clients’ business and technology needs. He will be responsible for directing the technical development of our solution. Michael GrantMike spent three years managing outreach and communications in the non-profit space, building relationships with funders, businesses, and community leaders.After his non-profit experience, Mike joined marketing and IT research firm Forrester Research as an advisor to customer intelligence professionals. Given this background, Mike will build outYDWD’s marketing function. Andrew DolanAndrew spent two years inViacom’s Ad Sales Finance department, where he was responsible for financial reporting forViacom’s $4 Billion Ad Sales business and for creating budget models for the sales organization. In his role in strategy atViacom,Andrew performed strategic industry analysis and provided support on M&A transactions. He will be responsible for developing the company’s sales planning and strategy.