3. ✤ Brief Overview of the situation:
In India, people have seen some revolutionary changes in the Cab system.
However, the discounts that were provided before helped them to garner a huge
user database. In order to earn revenue, the service providers have recently
increased the prices. So we have come up with an idea of VERY cheap cab service,
a considerable revenue of the same would be obtained through branding.
✤ About the App
Through the app, users will be able to book a cab using the traditional GPS
service, but the fares will be much less than the competitors, depending on the
branding amount that is being received by the cab.
4. ✤ Proposed course of action:
The ﬁrst task would be to attract a user base through ﬁrst use bonuses and app
referrals. Advertising through billboards, sponsorships, brand integration could
also prove to be effective. Corporate ﬁrms who want to advertise will be contacted
with the proposed plan so that we can estimate the amount from pilot branding.
Taxi drivers who have their own cars will be the key partners.
✤ Company’s Goal:
The primary goal would be to become the best taxi aggregator in India.
Uber & Ola must face serious competition from this new player in the market.
6. ✤ Company Overview:
The company’s ﬁrst product is "Hola Cabs”.
✤ Market Overview:
The app will be available for Android users in India. Here are some of the statistics of
the android users in India-
120 Million!Android Users in India
7. ✤ Target Consumers:
- Anyone who wants to travel within city limits with comfort.
- Ofﬁce Going People.
- Families who travel together at some place for some time.
- Regular Commuters(Can use the shuttle service)
9. ✤ Short term goal includes improving the rental cabs
system in India.
✤ Use technology to reach more and more consumers in
tier II and tier III cities of India.
✤ Build strong relationships with companies who
advertise a lot in order to garner more funds through
✤ Provide employment opportunities to people in India.
11. TARGET MARKET
➤ Private Taxi Owners
➤ Car Companies
➤ Corporate Firms looking for branding their products/services
➤ Driving Schools that could provide proper training
➤ Radium Stickers company that could make personalized
➤ Mobile Wallet Companies to promote digital transactions
12. TARGET MARKET
➤ Uber & Ola are the two main players in the segment and they
occupy the maximum market share.
➤ In India, other competitors like Meru Cabs & Taxi for sure
have also made their mark in the industry.
13. TARGET MARKETS
➤ The company would be divided into various sections. Some of
1. Branding section(Responsible for contacting companies for
2. Technical section(Responsible for creating the app and
maintaining the database of users)
3. Operations department( Responsible for contacting taxi
drivers to join the service and operational work)
14. VALUE PROPOSITION
➤ People will be able to book a cab within city limits with equipped facilities like
free Wiﬁ, AC at cheap and aﬀordable prices by just clicking some buttons.
➤ The Taxi drivers will earn more since our app will help them to give service to
more and more customers. They will get a ﬁxed amount of $1, $2 or $3 extra
from the company(apart from the amount collected from the consumer) that
will be based on the amount of distance travelled by the customer.
➤ The companies which approach us for branding will be benefited since the
exposure of their brand to the consumers will increase & ultimately will help them
to build brand equity.
16. PRODUCT & SERVICES
➤ The app would be available for free.
➤ Options like Ride Estimate & comparison among diﬀerent cab
services would be provided in the App.
➤ There would be an option of emergency buzzer that would
inform the emergency contacts of the passenger in case of any
➤ After the app gets a considerable user base, it will start
services like food delivery in branded cabs of the food
➤ Using billboards and sponsoring various local events can help
the company in order to gain more and more customers.
➤ Using Social media like Facebook, twitter can also help in
➤ The companies which are branding themselves through our
cabs must post the branded taxi pictures through their social
➤ The product will be distributed through Google Play Store.
➤ There are also other apps like GetJar, SlideMe, Opera &
Amazon App store where the product can be put for download
which can ultimately increase the total downloads by 200%.
➤ After the users download the app, the ﬁrst ﬁve rides would be
free for them & they will earn free rides if they refer the app to
➤ As more and more users download the app, through
consumer feedback, more functionalities would be added by
the technical team.
➤ Collaborators like Taxi Drivers would get a separate app
through which they can counter rides and get their pay outs
➤ As a part of collaborator relationships, the companies which
are branding the taxis will be sent a branding proof every
month in order to show them that the money they spent was
21. KEY ACTIVITIES
➤ Veriﬁcation of drivers
➤ Online & Oﬄine Marketing
➤ Ensuring that the rides were hassle free & comfortable
➤ Giving incentives to drivers on a timely basis
➤ Raise funds from investors and accordingly reach the required
consumers base on time
➤ Ensure that the branding of the companies is being done
FIRST ACQUIRE A CONSIDERABLE USER BASE BY GIVING FREE RIDES
AND REFERRAL CODES FOR THE FIRST SIX MONTHS. ALSO, TAKE NO
COMMISSION ON FARES FROM THE TAXI DRIVERS IN ORDER TO
ENCOURAGE THEM TO BE LOYAL TO THEIR PLATFORM.
AFTER ACQUIRING A CONSIDERABLE USER BASE, START TAKING
COMMISSION FROM THE TAXI DRIVERS & ALSO BRING OUT
IMPROVEMENTS IN THE APP THROUGH CONSUMER FEEDBACK
23. THANK YOU!
These slides were created by
Shail Daswani, UG Student,
IIT Kharagpur, as a part of a
summer internship under
Prof. Sameer Mathur, IIM