1.
CabCollective is a one stop taxi sharing service which connects
people travelling in the same direction
More profitable routes for taxi companies with reduced risk of fare
evasion
Cheaper fares and safety in numbers
Hail, share and pay in a few easy steps
So the question remains, would you rather take your chances on
the night bus or share the fare?

2.
Pre-Planned Journeys

3.
Pre-Planned Journeys
Anytime Anywhere

4.
1.8 million
Londoners choose
taxi journeys each
week
£2.6 billion per annum

5.
Strengths
Weaknesses
• Environment friendly way of travelling / Green
• Establishing the model as a trusted alternative means
of transport to consumers
• Safety concerns – sharing with unknown passengers
• Integration of the technology and passenger
geographical locations
• Payment methods
• Cost of set up
travel / CO2 reduction
• Disruptive technology and forward thinking
• Socially engaging – community oriented
• Low set up / management costs once established
• Consumer value and savings over traditional
modes of transport
• Competitive advantage over traditional mini cab
transport
Opportunities
Threats
• The UK is a world leader in mobile adoption and
mobile advertising.
• Market Opportunity - Mobile Apps & Cab booking
systems are a tested model worldwide. Our model is
based upon sharing
• Each day in London alone almost 400k cabs/taxi rides
are taken carrying almost 600k passengers
• Geographical scalability
• New partnerships with mini cab companies
• Employment laws, licensing, regulations, taxes and
pricing
• Fuel levies / increases
• IT developments
• Competitor reaction
• Seasonal trends
• App integration with mini cab companies

6.
Build Network - a two pronged approach
–
–
Network of reliable licensed drivers to be built - partner with Black Cabs and highly rated minicab
companies
Network of consumers - to be built through social marketing and WOM strategies focusing on places
where we queue
Safety
–
–
By opting into the service and being required to provide address and payment details the system is less
open to abuse
Option for females to select “female only” cab share option
Payment:
–
–
–
System relies on consumer having adopted their mobile phones as a method of convenient payment.
Contactless payment is already in use through the TFL Oyster Card system and Visa Paywave, which
allows cardholders to make purchases below a nominal amount (e.g. £15).
Mobile app to mimic this ease of use for payment method
How to Share the Fare:
–
There will need to be algorithms that automatically calculate the optimised journey for a particular group
of people and send this data to the taxi/consumer in advance of the pick-up. This will ensure the „deal‟ is
optimal for all three parties concerned (Both parties sharing and the taxi)

7.
Filling the gap
between individual
taxi order services
and public car share
services

8.
Taxi Booking Services
Enables cheaper cab journeys as
the fare is shared
Sharing service can be used for
any trip not exclusively airport trips
like competitors
Access to a larger pool of cabbies
compared to calling individual firms
Car Share Services
Similar to car sharing but with
the added assurance of using a
registered taxi
Comparatively safer as we don‟t
rely on strangers to drive
No pre-planning required as
sharing a cab can be done
instantaneously or in advance
using app.

9.
Smartphone users…
62%
80%-91%
of UK population
aged 18-44 years are core target
… who live in urban areas and cannot or do not want
to rely on public transport
Source: Ourmobileplanet.comç

10.
The taxi-queue system
at Kings Cross is so
ineptly & appallingly
designed, I suspect it
might have been a task
on „The Apprentice‟
I think
@HailoLondon is
possibly the best
thing ever invented.
Just skipped a 30
person taxi queue &
got picked up in 3
mins
The taxi queue
outside indiabulls is
moblike and fairly
scary. Really wish
they‟d clear them
out.

11.
App
awareness
generation
Increasing
market
share
Brand
awareness
Network
of users
Social &
WoM
recommendations

12.
CabCollective Rewards will….
….offer virtual currency as reward
AND access to exclusive offers
in order to build customer loyalty

13.
PRICE
• Cheaper door-to-door
passenger fares
• Higher fare for drivers
• Free app
• 10% fee taken on all
journeys
PRODUCT
• “One stop taxi shop”
• Swift pre-payment through
app
• Customer rewards
• Excellent customer service
• No waiting or
time wasting
Time conscious
passengers looking
for cheaper, safe &
green taxis
PLACE
• Mobile app
• Always
available
• Real time & pre booked
• Places we queue
• Airports
• Stations
• Events
PROMOTION
• Social media
• Event sponsorship
• Partnership with taxi firms
• Search marketing
• Retargeting
• Taxi ambassadors

14.
Social
buzz
•
•
•
•
Facebook
Twitter
Foursquare
Ambassadors
Time &
place
•
•
•
•
Heavily populated locations
Airport, station, shopping centre
Events collaboration
Available 24/7
Online
•
•
•
•
Mobile app
Search & display targeting (based on interests)
eCRM
Informational website

15.
Partnerships
Demand Generation
Loyalty Building
• Businesses in key locations
• Promotion in focus areas
• Online community
• Travel operators
• Build micro communities
• Taxi firms
• Organic social growth
• Incentivise happy customers
to spread the word
• Event sponsorships
• Partner offers
• Virtual currency rewards e.g.
when inviting friends as new
customers
• eCRM

16.
Cost Structure Explained
£0.40p flat rate each
for every journey
Download and use of the App remains free to
encourage adoption of CabCollective
Allows users to Top-Up like Oyster Pay-as-yougo and „Tap in‟ when journey starts
App calculates fare (including fee) using geo
data
COST STRUCTURE EXPLAINED
Only 2 people required
on each journey to
return financial value
Each journey back
and forth with 2
passengers and a
taxi = £2.40
Set-up auto top-up (minimum £10 balance
required)
CabCollective takes a flat £0.40p fee from
every traveller in the journey regardless of final
fare
Taxi Drivers pay referral fee of £0.40p to
CabCollective for each journey
Flat fee structure creates transparent costing, is
simpler to understand and encourages
participation
For every 1000
users only 6 Taxis
required in
Collective
A B
C D
EF
G H
I J
1 2
£1.20p revenue
for 1 journey (x2
travellers+1 Taxi)
1 2
1 2
1 2
1 2
A B
C D
E F
G H
IJ
Each traveler (A & B) makes x2 journeys (1 &
2), at £0.40p each.
In each trip and a Taxi makes x2 journeys too
at £0.40p each.
Therefore 10 users making x2 journeys each,
have collectively made 10 journeys.
Only 0.5% monthly
growth of App usage
required
Revenue: £12.00

17.
Each App User Makes 2
Journeys Per Week
Each Taxi Makes 25
Journeys Per Day
Based On Only 2 App Users
Sharing Each Journeys
18 Month Projected Revenue and Growth
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
1,000
3,500
6,000
8,500
11,000
13,500
16,000
18,500
21,000
23,500
26,000
28,500
31,000
33,500
36,000
38,500
41,000
43,500
6
21
36
51
66
81
96
111
126
141
156
171
186
201
216
231
246
261
2,000
31,500
54,000
76,500
99,000
121,500
144,000
166,500
189,000
211,500
234,000
256,500
279,000
301,500
324,000
346,500
369,000
391,500
750
750
750
750
750
750
750
750
750
750
750
750
750
750
750
750
750
750
Number of Collective Journeys
Taken
1,000
15,750
27,000
38,250
49,500
60,750
72,000
83,250
94,500
105,750
117,000
128,250
139,500
150,750
162,000
173,250
184,500
195,750
Revenue from Users
£800
£12,600
£21,600
£30,600
£39,600
£48,600
£57,600
£66,600
£75,600
£84,600
£93,600
£102,600
£111,600
£120,600
£129,600
£138,600
£147,600
£156,600
Revenue from Taxis
£400
£6,300
£10,800
£15,300
£19,800
£24,300
£28,800
£33,300
£37,800
£42,300
£46,800
£51,300
£55,800
£60,300
£64,800
£69,300
£73,800
£78,300
£1,200
£18,900
£32,400
£45,900
£59,400
£72,900
£86,400
£99,900
£113,400
£126,900
£140,400
£153,900
£167,400
£180,900
£194,400
£207,900
£221,400
£234,900
Number of App Users
Number of Taxis in Collective
Monthly Number of Journeys
By All App Users
By Each Taxi
Total Revenue
NB: *Table shows projected revenue based on 2 people sharing each journey made using CabCollective App. Does not show costs such as App development/Management Wages/Capital
Equipment Costs
Future Growth from Ad
Revenue
Targeted Ads (using location data collected during 18-20M period) will be incorporated in
App once the number of adopters increases beyond 50K (M21)

18.
Assumptions
Simpler model than
paying different fees
2 Person journey is
the CabCollective
base
Flat fee far
profitable when
scaled to more
travellers
No matter the total
fare CabCollective
takes a flat fee. x2
Travellers + 1 Taxi Cab
@ £0.40 each
Population Size (London)
Working Age (20-64)
Target Market Size (20-29)
Target Market as % of Population
Growth of Adoption (Monthly)
LONDON
1 & 2 MILES OF CHARRING CROSS
# of CabCollective Journeys Individual takes (Monthly)
# of Travellers Per Journey
Charge per Journey
Each Traveller
Each Taxi
Number of Taxis to 1000 Users
1 MILE
2 MILES
8,000,000
65%
5,160,000
500,000
6%
0.5%
2,500
9
2
£0.40
£0.40
6
Average Taxi Fares (TFL London)
Distance
1 mile
2 miles
4 miles
6 miles
Heathrow to C.London
Journey Time Mon-Fri 6am- Mon-Fri 8pm- Sat-Sun 6am(mins)
8pm
22pm
10pm
9.5
£7.20
£7.20
£7.20
15
£11.20
£11.40
£11.40
23
£18.50
£19.00
£19.00
34
£26.00
£29.50
£29.50
45
£65.00
£65.00
£65.00
Night Rate
10pm-6am
£7.90
£12.50
£22.50
£30.50
£65.00
Average
Fares
£7
£12
£20
£29
£65
Charges Structure (% vs Flat Fee)
2 Customer Journey
Distance
1 mile
2 miles
4 miles
6 miles
Average Revenue
Fee per Customer
% Fee
Flat Rate Fee
7.0%
£0.40
% Cost Per Journey
Flat Rate Fee
£0.52
£1.20
£0.81
£1.20
£1.38
£1.20
£2.02
£1.20
£1.18
£1.20
Price Difference
£0.68
£0.39
-£0.18
-£0.82
£0.02
4 Customer Journey
Distance
1 mile
2 miles
4 miles
6 miles
Average Revenue
Fee per Customer
% Fee
Flat Rate Fee
7.0%
£0.40
% Cost Per Journey
Flat Rate Fee
£0.52
£2.00
£0.81
£2.00
£1.38
£2.00
£2.02
£2.00
£1.18
£2.00
Price Difference
£1.48
£1.19
£0.62
-£0.02
£0.82

19.
Large market with scope for additional revenue streams
Increasing preference for mobile commerce
Younger generation shaping consumer trends
Established Taxi apps showing substantial uptake and
growth as well as attracting big investment
It‟s an environmentally friendly solution to an everyday
problem
Provides both tangible and intangible benefits to the
Consumer