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Need a car occasionally?

Need a car occasionally?. Have trouble with parking space in the city?. Need to repair your car?. Need to drive in one direction?. Need a second car sometimes?. Want to save the planet?. Do not want the hassle of owning a car?.

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Need a car occasionally?

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  1. Need a car occasionally? Have trouble with parking space in the city? Need to repair your car? Need to drive in one direction? Need a second car sometimes? Want to save the planet? Do not want the hassle of owning a car? You are not a frequent driver and need a cheaper alternative? Want to access it for 7/24 ? In a hurry? Or miss the bus? Do not want to deal with paperwork everytime?

  2. Our Mission To provide a simple,flexible and affordable alternativeto private car ownership that enhances the environmental, economic, and social well-being of our stakeholders and planet.

  3. Value Proposition • Cost efficient driving experience for 7/24 • Easily accessible parking spots in city centre • Free of return choice • No insurance, fuel, maintenance expenses... • No fixed payments • Pay as much as you drive!

  4. Industry analysis • Rising population in Istanbul • Increasing number of car ownership • Improving public transportation system but: Is it enough ?? • Economic factors • Environmental problems • Rising traffic congestion and scarcity of parking space

  5. Market Analysis

  6. Target Customer • Occasional drivers • Capable of using the technology • Do not own and/or cannot afford owning a car • Need a second car for some times • Have trouble in finding parking space in city centre • Need to drive in one direction only • Environmentally concious

  7. Distribution Channels • One main office • Website • Telephone line • Temporary kiosks

  8. Salesprocess & strategy • Sales goal 1:20 • On-site • Off-site

  9. Marketing strategy • Target market • Marketing way • Influencing customers

  10. Why is mycarrightforyou? You would rather be alone in the car Bus & train are fine, door-door is quicker You would like to have your car, but as student it’s too expensive You would like to lease a car near your home You only need a small car for short journeys Convenient for carrying around shopping bags

  11. Customerrelationshipmanagement • Customer profile • Call Center • FAQs

  12. MarketIng plans • Enhanced &constantly updated web page • Providing press releases& key articles • Direct mail marketing • Internet advertising • High quality brochures • Celebrity endorsement

  13. CelebrIty endorsement Deniz Akkaya da artik “MyCar” kullaniyor! Alkollu olarak araba kullandigi icin basi surekli derde giren Deniz Akkaya cozumu artik Istanbul’da iyice yayginlasan MyCar arabalarinda bulmus. Kullanis acisindan cok kolay olan ve oldukca ekonmik olan bu arabalar Avrupa ve Amerika’dan sonra artik Turkiye’de de kullaniliyor. Daha fazla bilgi icin www. mycar.com.tr’yi ziyaret etmenizi oneririm.

  14. Partners • Government municipalities Parking space • Restaurants, cinemas, clubs... Discounts for MyCar members

  15. Cost analysIS

  16. WE OFFER YOU A PROFITABLE BUSINESS... • Break–Even point achieved in the 2nd month of the 3rd year • Fixed Costs being spread over years • After tax profit of 563,319TL at the end of Year 3 • ROE = 38% • Low costs leading to low prices, therefore to satisfied customers

  17. PRICING STRATEGY • We offer the CHEAPEST prices to customers but get the HIGHEST revenue.

  18. PRICING STRATEGY

  19. Revenue drIvers • Pricing base; Minutely fee ; 0.25 TL per minute Application deposit(refundable); 500 TL Membership fee ; 100 TL per month Penalty fees

  20. PRICING STRATEGY • Pricing below all our competitors with regarding our costs • Differential pricing; the more usage more discount. • Low prices → high # of customers → high revenues.

  21. operatIons

  22. Long term strategIes • Growth • Extending the business scale • Evolution of vehicle offerings • Rate Adjustments • Application & per hour fees • Membership penalties • Launch in a new city

  23. Risks&Possible Problems • Necessity for large fleet • Attracting new customers: Expensive & Takes time • Issuing the right amount of membership fee and penalties • Difficult marketing • Underperforming vehicles • Hybrid car legistation

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