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coTransit pitch

coTransit pitch

Presentation pitch for the coTransit initiative

Miguel Laginha

June 03, 2015
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  1. coTransit idea pitch
    (long version)
    Miguel Laginha * 2015
    1

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  2. who am I?
    • Miguel Laginha (.com)
    • Project manager & tech lead
    • Open Web|data|source advocate
    • One.Stop.Transport mastermind (ost.pt)
    2

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  3. how did I get here
    • Took the OST challenge in 2011
    • Acquired expertise in the mobility / smart
    cities domain
    • Nurtured a network of open data
    practitioners, mobility players and smart
    city experts
    3

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  4. why is this important?
    • The OST is the starting point of a new
    journey
    • Open data is cool, but it doesn’t sell
    easily
    • It (only) builds the foundation to create
    value
    4

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  5. – Andrew Chen Miguel Laginha
    “The internet Data wants to be free, but
    you need to get paid”
    5

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  6. co_transit
    Customer service platform for mass transit agencies
    6

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  7. the elevator pitch
    7

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  8. the elevator pitch
    1. Engage citizens to provide feedback
    2. Sell analytics to agencies ≈ information
    they don’t yet have
    3. Profit!
    8

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  9. the eloquent pitch
    • coTransit aims to bridge the gap between
    agencies and citizens
    • For citizens to participate
    • For agencies to learn
    • For cities to become “human smart”
    9

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  10. The problem
    10

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  11. the problem
    • Are you happy with public transportation?
    • Is the service well planned?
    • Does the service suit your needs? why?
    11

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  12. The solution
    12

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  13. the solution
    • Using technology to bring customers closer
    to service providers
    • Let customers help shape the product
    • Let the product better suit the needs of
    its customers
    • Let agencies be more sustainable
    13

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  14. Market
    14

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  15. market
    • Size of market ≥ no. cities worldwide
    • Every city has at least one mass transit
    system
    • Plus inter-urban transportation
    • Size matters (..)
    15

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  16. The business model
    16

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  17. the business model
    • [Subscription] Sell analytics to agencies
    based on user feedback
    • Web dashboard for daily use
    • Paper print for sporadic use (monthly)
    • Free mobile app for users
    17

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  18. Which analytics?
    • New information that allows for better planning and help
    identify and reduce operational issues, towards higher customer
    satisfaction ≈ sustainability
    • Contextualised user feedback (time / spatial patterns,
    demographics, etc.)
    • Sentiment analysis
    • Origin/Destination maps based on user (real) needs
    • User feedback correlation to churn rate / retention
    • Forecasting and predictive measures
    18

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  19. Technology
    19

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  20. technology
    • Big data analytics
    • Sentiment analysis
    • Data contextualisation & visualisation
    • Open data (GTFS, GTFS-RT)
    • Real-time engine (user engagement)
    20

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  21. Competitors
    21

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  22. current competitors
    • No one currently doing it right
    • Can be either a good thing or a bad thing
    • Some agencies doing it wrong: e-mail,
    online forms, phone, letters
    • Changing “the way things are” is huge
    competition
    22

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  23. 23

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  24. 24

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  25. potential competitors
    • Generic customer service platforms
    • Open data companies & services
    • Transportation companies
    25

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  26. 26

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  27. Marketing plan
    27

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  28. marketing plan
    • [Users] Promotion channels:
    • Agencies interested in product-market fit
    • Social media, ads
    • App stores
    • [Agencies] Promotion channels:
    • Business development
    • Agency networks & websites
    • International forums, workshops & events
    28

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  29. Team
    29

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  30. Milestones
    30

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  31. milestones
    1. First round of validation + PREtotyping
    2. Pilot feedback campaign (in order to run
    some analytics + sales)
    3. Feedback on realtime data
    31

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  32. validation
    • “I know a guy”
    • Feedback, feedback, feedback
    • Pretotyping < minimum desirable product
    • Example metrics and paper report
    • Mobile app prototype (for users)
    32

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  33. – Steve Jobs, 1996 Miguel Laginha, 2015
    «So the Web CoTransit completes the
    computing loop by providing businesses
    transit agencies with a new way to
    interact with their customers.»
    33
    Respect!

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  34. Stage
    34

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  35. Ideation phase
    • All I have so far is the idea plus:
    • Proven technical feasibility
    • Very (very) early product validation
    • Open data to test on
    35

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  36. Thanks.
    @brecke | miguellaginha.com
    36

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  37. $_ backup slides
    37

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  38. where is data?
    • The OST platform
    • Similar open data platforms around the
    world: Transport API, GTFS-Exchange, etc.
    • Some agency websites
    38

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  39. User feedback
    • GTFS concepts
    • Routes
    • Trips
    • Calendar
    • Stops
    • Stoptimes
    39

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  40. User feedback
    • GTFS concepts (examples)
    • Routes: new route suggestion
    • Trips: too crowded report
    • Calendar: ask for specific planning
    • Stops: accessibility issues
    • Stoptimes: Inadequate arrival times
    40

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  41. User feedback
    • Other concepts
    • Multimodality
    • Driver
    • Vehicle
    • Service alerts
    • Trip updates
    41

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  42. User feedback
    • Other concepts (examples)
    • Multimodality: suggestions to make it work
    • Driver: good/bad driving report
    • Vehicle: hygiene complaint
    • Service alerts: complaint about a strike
    • Trip updates: complaint about a delay
    42

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  43. Early validation
    • Good feedback from SMTUC planning director
    • New EU SUMP directives strongly focus civic
    participation
    • SMTUC (Coimbra) are active in listening to
    customer needs and suggestions.. by e-mail
    • Bonus ideas: gamification, anti-fraud
    mechanisms, etc.
    43

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  44. numbers to run
    • Reports & suggestions in context of
    inhabitants, users, tickets and trips made
    • Current expenditure with customer satisfaction
    • How much money is being lost by low customer
    satisfaction levels? churn rate?
    • How much money can be saved by addressing
    customer satisfaction properly?
    44

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