Ola business model

1. BUSINESS MODEL
Presented by Anirban Mondal

2. KEY PARTNERS
• PRIVATE TAXI OWNERS
• CAR DISTRIBUTORS AND CAR COMPANIES
• MOBILE WALLET COMPANIES LIKE MOBIKWIK AND PAYTM
• BRANDED CELL PHONES & ISP COMPANIES
• CAR SERVICING COMPANIES,GRARAGE AND MECHANICS
• EVENT ORGANISERS,HOTELS,LARGE ORGANISATIONS FOR BULK
CUSTOMER BASE.
• MOTOR TRAINING,DRIVING SCHOOLS FOR PROPER TRAINING TO THE
TAXI DRIVERS

3. KEY STRATEGIES
• ATL,BTL,TTL ACTIVITIES IN ORDER TO SPREAD ACROSS THE ENTIRE
COUNTRY
• With loads of coupons ,referral programs out the company aims at
capturing the Indian web app based taxi market.
• online ‘Marketing on Facebook’ platform that helps companies meet
specific business goals.
• Highly targeted video ads and photo ads featuring content from its
#ChaloNiklo campaign that encouraged people to download Ola’s
mobile app.
• Raise funds and manage investors relationship, business goals.
• Planned & Surprise audits from time to time to make sure that the
service is delivered as per companies expectations.

4. VALUE PROPOSITION OF OLA
• Standardized customer experience & Price transparency
• Free coupons enabled customers to enjoy free rides.
• For cab drivers assured bookings instantly and give the opportunity to
earn more.
• Company take care about the servicing and maintenance of the cars
so drivers are worry free from this headache.

5. SWOT ANALYSIS
STRENGHTS
1.FIRST MOVERS ADVANTAGE AS TAXI AGGREGATOR OF INDIA
2.ACQUISITION OF TAXI FOR SURE MADE THEM MORE
STRONG IN TERMS OF NETWORK AND SPREAD ACROSS THE
ENTIRE COUNTRY
3.AGGRESSIVE MARKETING VIA TV NEWSPAPERS AND ONLINE
4.MULTIPLE ROUNDS OF VC INVESTMENTS HAVE MADE THE
BRAND FINANCIALLY STRONG
5.RAPID EXPNAISIONS AND ONLINE APPLICATION.
WEAKNESS
1.PENETRATION IN MAXIMUM STATES ARE LOW
2.AWARENESS OF USING ONLINE TAXI SERVICES TO A LIMITED
GROUP OF PEOPLE.
3.DRIVERS CONTACT DIRECTLY WITH CUSTOMERS ARE MORE
WHOSE MISBEHAVIOR EFFECT ON THE BRAND IMAGE
4.HUGE AMOUNT OF CASH IS BURNING IN TERMS OF
MARKETING AND OTHER ACTIVITIES MONETIRIZING IS
DIFFICULT
OPPORTUNITY
1.PENETRATION VIA ONLINE AND INCREASING NUMBERS OF
SMART PHONE USERS
2.LOTS OF SMALL TAXI DRIVERS AND TRAVEL DRIVERS ARE
MOVING TO OLA
3.SHIFTING OF CONSUMERS TO CONVINIENCE CREATES HUGE
DEMAND.
4.ATTACHING WITH OLA IS EASIER THAT’S WHY MANY CAR
OWNERS AND PVT TAXI OWNERS ARE ALSO DEALING WITH
OLA.
5.UNORGANIZED MARKET IS HUGE SO THERE IS ALSO A HUGE
POTENTIALITY TO GROW IN THIS MARKET
THREAT
1.UBER HAS A DEEP REACH & HENCE CAN BURN CASH HEAVILY
2.NEW ENTRANCES IN THIS SECTOR ARE MORE IN NUMBERS
3.ABSENCE OF CLEAR GOVERNMENT REGULATIONS IN
DEVELOPING COUNTRIES
4.FUTURE IS UNCLEAR DUE TO THE LACK OF REGULATIONS
AND CUSTOMERS LOYALTY IN THIS INDUSTRY

6. S.T.P
SEGMENTATION
• Regular commuters who needs to travel on daily basis from/to
specific locations
• Families travel together in holidays to a specific place.
• Business people who don't want to drive & save time for working
while travelling
• Corporates​ offering pickup/drop facility to employees

7. TARGETING & POSITIONING
• Targeted the smart phone users.
• Customers who are in need of cabs instantly
• Acquiring more and more consumers by providing discount coupons.
• Positioning to become the daily need of commuters and replace other
transportation medium.
• Using technology to bring the higher efficiency and customer
experience.

8. Cost structure
• Marketing, branding, promotional deals
• Staff salaries,commissions,utilities and other regular expenses
• Technical and non technical infrastructure ,assets,cell phones etc
• Legal cost, government legislation.
• Office space, office resources

9. Revenue stream
• Sales commission i.e ride based commission
• More commission on peak time & season time
• Small fee to taxi drivers to access technology platform
• Corporate trainer Tie-ups
• Commssions for deliverables like groceries and courier etc
• In car advertiserments

10. Ola auto Rickshaw services
• Ola has bid to tap into the unorganised three wheeler market.
• Huawei handsets were used to track and opening of the bank a/c for drivers
• Ola wallet attempts to leverage technology and attract more users.
• The charges for the auto services is reasonable which avoids customers to avail
the services without hectic negotiation with drivers
• Very much effective for some tier 1 cities like Mumbai and Chennai, Pune and tier
2 cities like Siliguri.
• Proper training on etiquettes are also being served by the company to their
drivers
• A lucrative salary to the auto drivers along with mobile charges will definitely
grab the attention to the other auto drivers
• Some of the services like cashless travel, pay by meter and door step pickups will
catch hold the mass with in short period of time.

11. OLA’s premium car service
• Will be specialized for business transportation
• providing first class Sedan transportation like Mercedes and Jaguar to
executive and business personnel.
• Working with event planners and to provide comprehensive
transportation services for business parties and corporate meetings
• From airport pick ups for and events or meetings for out of town
associates.
• Clients will directly register their names in our app and finalize the
date along with the pickup details.
• Our key partners can be car distributers and car companies.