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Final Project Report. Blink Traffic: Stevia Angesty Ian Christopher Michael Feng Richard Kidarsa. Stanford University ENGR 245: The Lean Launchpad Winter 2011. Initial Product Idea. Mobile application providing crowd-sourced real time traffic map in developing countries. Lahore.

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Presentation Transcript
slide1

Final Project Report

  • Blink Traffic: Stevia Angesty
  • Ian Christopher
  • Michael Feng Richard Kidarsa

Stanford University

ENGR 245: The Lean Launchpad

Winter 2011

initial product idea
Initial Product Idea
  • Mobile application providing crowd-sourced real time traffic map in developing countries

Lahore

Shanghai

Jakarta

Bangkok

slide3

Meet the Team

Michael Feng

Background: Investment Banking and Private Equity in Asia

Expertise: Finance, Marketing

Role: Financials, Strategy

Stevia Angesty

Background: Engineering, Business

Expertise: Indonesian connections, logistics experience

Role: Liaising with customers and partners, market research

Ian Christopher

Background: Computer Science

Expertise: Programming

Role: Technical framework, server-side development

Richard Kidarsa

Background: Engineering

Expertise: Programming, Indonesian connections

Role: Client application development, website

what we did part 1
What we did (part 1)
  • Interviewed market leader in traffic information services
  • Interviewed 8 corporate customers in Indonesia
inrix interview
Inrix Interview

Public Sector

Automotive

Media

Mobile

Market Leader in Traffic Data Services

Customer Segments:

customer segment corporate
Customer Segment: Corporate

Interviewed 8 potential business sector customers:

“We have our own proprietary traffic system”

“Traffic is driver’s responsibility. We will evaluate the fuel usage”

“We only give out limited number of corporate Blackberries to employees”

“Tardiness is tolerable. We use motorcycles if it is too late”

T

c

c

customer segment corporate1
Customer Segment: Corporate

The Dispatchers:

Sounds cool. It’d be more efficient than relying on drivers.

Customer Archetypes

Users

customer segment corporate2
Customer Segment: Corporate

The Managers:

We’d love to have the app if it works

Customer Archetypes

Users

Influencers

and

Recommenders

customer segment corporate3
Customer Segment: Corporate

The Procurement Dept:

Our drivers know the the traffic better than you!

Customer Archetypes

Users

Economic Buyers,

Decision Makers

Influencers

and

Recommenders

customer segment corporate4
Customer Segment: Corporate

The Drivers:

Are you questioning our expertise?

Archetypes

Users

International, local, large, and small companies

Economic Buyers,

Decision Makers

Saboteurs

Influencers

and

Recommenders

customer segment corporate5
Customer Segment: Corporate

Good Drivers

+

Fuel Usage Tracking

High Acquisition Cost

Huge Penetration Barrier

Corporates are not our initial target market

what we did part 2
What we did (part 2)
  • Interviewed market leader in consumer traffic applications (Waze)
  • Interviewed 2 Indonesian web startups
  • Surveyed 98 Indonesian commuters
waze interview
Waze Interview

100% crowdsourced traffic targeting consumers

Recently raised $25 million Series B round

  • How did they grow?
  • What markets are they focusing on?
  • What are the key challenges?
  • How do they make money?

Social and gaming features

North America

Data costs, cultural differences

They don’t…yet

jagoan interview
Jagoan Interview

User friendly interface while looks savvy

User

Loyalty

SLOW

connection

* Indonesian Social App

* Partnered with Retail Companies

disdus interview
Disdus Interview

Troublesome

payment

method

Hard to monetize before critical mass

* Indonesian Groupon

* Potential partnership for advertising

b2c customer feedback
B2C Customer Feedback
  • 1h

spent in heavy traffic (<6mph) per day

  • $8

on gasoline per day

98

web and phone surveys in Indonesia

  • 2½h

spent in car per day

b2c customer feedback1
B2C Customer Feedback

20% of reduction in heavy traffic would save a person1:

50h

saved per year

$42

gasoline costs per year2

Blink Subscription:

$1

1. Assumes 5 working days per week and 50 workweeks per year

2. Assumes gasoline usage is 30% of normal usage during heavy traffic

/month

b2c customer feedback2
B2C Customer Feedback
  • Plenty of time to use mobile devices while commuting

120

web and phone surveys in Indonesia

46%

CARPOOL

52%

USE DRIVERS

  • Motivated by 3-person HOV lanes
  • Alternative: pay “carpool jockeys” $2.50 per trip
b2c customer feedback 1
B2C Customer feedback1

Conclusion:

Focus on Blackberry first and iPhone/Pad second

1. Data obtained from web and phone surveys of 120 potential customers

Blackberry leads usage but iPhone/iPadsimportant

b2c customer feedback 11
B2C Customer feedback1

Community and game mechanics are critical to driving usage and virality

1. Data obtained from web and phone surveys of 120 potential customers

what we did part 3
What we did (part 3)
  • Assessed market size
  • Tested demand creation via website
how big is the market
How Big is the Market?

China:Beijing, Shanghai, Shenzhen

Total cities: 24

Total mobile users: 203.7 million

North Asia ex-China: Taipei, Hong Kong, Seoul

Mediterranean: Istanbul

Latin America: Mexico City

Africa: Cairo, Lagos

SE Asia: Jakarta, Surabaya, Bangkok, Singapore, Kuala Lumpur, Manila

South Asia: Mumbai, Delhi, Kolkata

South America: Rio de Janeiro, Sao Paulo, Bella Horizonte, Lima, Santiago. Buenos Aires

  • Located outside the U.S., Western Europe, and Australia
  • Mobile penetration rate * population >= 4 million
  • Population density >= 2500 per sqkm
  • GDP growth rate >= 5%
market growth plan
Market Growth Plan

Detailed income statement and assumptions in Appendix

success depends on virality churn
Success Depends on Virality > Churn

Ratio of early stage viralityrate to churn rate = 2.00x

success depends on virality churn1
Success Depends on Virality > Churn

Ratio of early stage viralityrate to churn rate = 1.50x

success depends on virality churn2
Success Depends on Virality > Churn

Ratio of early stage viralityrate to churn rate = 1.0x

demand creation via website
Demand creation via website

2

1

3

Doesn’t show the product

“Not a landing page”

No Indonesian version

demand creation via website results
Demand creation via website - results

People need to use the product

for us to maximize learning

what we did part 4
What we did (part 4)
  • Developed server backbone integrated with OSM and Hadoop
  • Built a working Blackberry application
  • Iterated based on user feedback
  • Talked to potential partners
slide36

Server Backbone with OSM and Hadoop

BLINK DATA

OSM DATA

MAP MANAGER

TRAFFIC DATA

USER/EVENT MANAGER

Front End

AGGREGATION

Client

slide37

Blackberry application testing

  • Iterate through different versions

Ver1

Ver2

Ver3

first release issues
First release issues

Device cannot connect to internet

Different provider setting for Indonesia

Downloading problems

Fix website,

Provide instructions

People don’t want to leave feedback

Pop up window

to force people

to give feedback

slide39

Second release issues

Bad GPS

signal

Use data-assisted GPS

Users dislike Pop-ups

Show instructions and pop-up once

Users have old Blackberry OS

Support older OS

slide40

Second release feedback result

User wants to see their friends

Want traffic data

So far 50 downloads

slide41

Third release

Implemented chatting

User can locate others on map

20 downloads since release 3 days ago

5 new users introduced via sharing

Feedback on 3rd release:

Privacy

Battery life

Implement privacy toggle

Adjust server ping rate

key partners
Key Partners

AGM

Large companies are hard to negotiate. Blink will focus more on partnering with other Startups

epilogue what we learned
Epilogue: What we learned
  • MVP has to include virality, not just traffic
  • Legal-ese is difficult to handle. It took us a long time to understand this
  • Users need to test the product in order to maximize learning
  • We need to assume that users are technically illiterate
    • Simplicity is everything from the user’s perspective
  • Users who like our idea are not the same as early adopters / promoters
  • Need to balance tech planning and implementation
    • Difficult learning curve to master technologies like EC2 and Apache
    • Blackberry is not developer-friendly and it spreads to the server
    • Getting user feedback is a lot harder than we originally thought
  • Difficult to approach customers large and small the second time around
  • From mindsets to trends to technical literacy, the tech landscape is different in parts of the world.
    • We cannot spend too much time thinking off / writing an elegant solution, but you also cannot write garbage
    • Code organization really starts to become more and more important as you LOC grows. By 5,000 LOC it will be crucial to have a well organized code base.
  • User mindsets and technological environment differ tremendously from market to market
  • MVP has to include virality, not just traffic
  • Legal-ese is difficult to handle. It took us a long time to understand this
  • Users need to test the product in order to maximize learning
  • We need to assume that users are technically illiterate
    • Simplicity is everything from the user’s perspective
  • Users who like our idea are not the same as early adopters / promoters
  • Need to balance tech planning and implementation
    • Difficult learning curve to master technologies like EC2 and Apache
    • Blackberry is not developer-friendly and it spreads to the server
    • Getting user feedback is a lot harder than we originally thought
  • Difficult to approach customers large and small the second time around
  • From mindsets to trends to technical literacy, the tech landscape is different in parts of the world.
    • We cannot spend too much time thinking off / writing an elegant solution, but you also cannot write garbage
    • Code organization really starts to become more and more important as you LOC grows. By 5,000 LOC it will be crucial to have a well organized code base.
  • User mindsets and technological environment differ tremendously from market to market
epilogue
Epilogue:

“You gotta be in front of the wave to catch it”

  • Is this a viable business?
    • Potential to solve a hair-on-fire problem for a huge and growing market
    • Small capital investment needed to validate business model
    • High ROI
  • Will we pursue it after the class?
    • YES!
appendix markets
Appendix: Markets

Total mobile users: 203.7 million

appendix blink customer archetypes
Appendix: Blink Customer Archetypes

Commuters in large developing market cities:

  • Working professionals with cars
  • Working professionals using public transport
  • Students
  • Stay-at-home partners (Tai-Tai’s)