In this interactive session, the team from the FedEx presented key recommendations, following which an open discussion was facilitated. The presentation and discussions highlighted some of the current challenges in the call Auto space, practicality of using affordable technology for maximizing efficiencies and marketing strategies that could help create awareness, call volume and driver engagement. The webinar recording can be seen here - https://www2.gotomeeting.com/register/882478978 Related Research - http://embarqindiahub.org/presentations/assessing-impact-auto-rickshaw-fare-reforms-chennai

1. Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate
CALL AUTO SERVICE: PROCESS OPTIMIZATION FOR SERVING CUSTOMERS, RICKSHAW DRIVERS AND COMMUNITY

2. Project Overview
•
AutoRaja, winner of the EMBARQ “Rickshaw Rising Challenge”, is a Chennai-based start-up focused on enhancing the experience for auto drivers and their customer, while improving the standard of living for auto drivers and the efficiency of public transportation
•
The FedEx team is here to support the growing business by reviewing the current Business Operations & Marketing Plans
•
The goal is to provide a set of recommendations that will enable AutoRaja to build a sustainable business model and tools that can be leveraged as the company expands
2
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

3. Key Learnings
3
Tough Market
•Tight Regulations
•Competitive Market
•Manage costs
Plan IT
•Have long term vision
•Match business need to IT solutions
•Don’t overbuild
•Buy Vs. Build
Driver Engagement
•Segment drivers
•Partner in ownership
•Simplify Documentation
•Optimize their operation
Target Customers
•Focus on niche customer
•Match need with value prop
•Chose the right channel
•Implement promotions that resonate
Additional Revenue Streams
•Use asset wisely
•Think outside the rickshaw
•Network and Collaborate
•Use social infrastructure
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

4. Making Profits is Hard
4
Auto fares are regulated, and leave little room to share the margins for call auto services
The competition is aggressive, which includes Pricing and Product Features
Getting to profitability will likely require significant daily call volumes
Companies should closely monitor and align costs with customer expectations
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

5. Be smart with IT investments
5
If you don’t have a technology platform in place, plan ahead –you have options
Technologies can help with tracking, dispatching or both –use them only when it makes sense
Different business/ technology models work better at different call volumes
A labor heavy process may work well in low volume situations
Consider your company’s core competency as you deliberate buy vs. lease vs. build options
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

6. Driver Value Proposition
Drivers have differing motivations; determining which drivers best match with a specific business model improves acquisition and retention
Driver Segmentation Model
Motivations
Wage Expectation
FitWith Model
The Family Man
•
Minimize radius of activity
•
Limit numberof rides
•
End to end trips
Rs800/day
•
Good
•
More inclined to use meter
•
Rely on centralized dispatching
The Hustler
•
Maximize fares
•
Gain more opportunity
•
End to end trips
Rs1,200 /day
•
Poor
•
Less inclined to use meter
•
Rogue
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

7. Driver Engagement is Critical to Operational Success
Help with paperwork
Assistance in purchase or joint ownership of rickshaw
Loyalty Program
Routing Efficiencies and income assurance
•
Forms needed to get license
•
Bank loans
•
Government grants
•
Background Verification
•
Base income assurance
•
Ensure minimum rides a month
•
Round trip optimization
•
Kilometer-based pledge
•
Reward loyal drivers
•
Competition based on loyalty / points banked
•
Access to special programs
•
Underwrite bank loans
•
Joint Ownership
•
Down Payment assistance
7
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

8. Focus on Key Niche Segments
8
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

9. Think outside the Rickshaw
9
In-rickshaw Advertising
Same Day City Couriers
Social Grants
Corporate Partnerships
Government Alliance
Use Rickshaw and driver uniform to generate additional advertisement revenue from local businesses
Use downtime and off-peak hours for transporting packages from prequalified senders and recipients.
Pursue social grants from government and agencies for driver engagement programs and carbon footprint management
Seek Corporate partnerships for employee reward programs and their CSR initiatives
Work with government agencies to provide last mile transportation solution for government modes especially during peak hours of transit.
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

10. Corporate Alliances
10
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate

11. Questions
11
Client: EMBARQ, INDIA GLC Team: Duncan Castellino, Munnawar Versey & Stephen Woodgate