Cruiser Business Plan v1.2

8/3/2019 Cruiser Business Plan v1.2

1/23

The CruiserBusiness Plan

-The Gipsy Cafe


2/23

Mission Statement

Create a new foray in digital media development throughcreation of digital solutions consisting of:

mobile products with high utility, and

Web analytics based on these products which facilitatecreation of a global database fulfilling needs for On-ground Below the Line Activities and Corporate SocialResponsibility solutions.


3/23

Market Summary

The past: The mobile and online space was the domainof the hardware manufacturers i.e. Apple, IBM, HP,Motorola, Nokia and Samsung.

The present: Google has just boughtMotorola Mobility,

showing the growth of a company with strong focus onfree software and use of strong analytics for the lionsshare of online advertising.

The future: The mobile device supersedes the laptop,the desktop, to be the only device any person will use

for any and all utilities. As costs fall and bandwidthsincrease, the dependency of these devices on theinternet, are only going to increase.


4/23

Target User Group Profile

Today's individual is well travelled, usually more on theirvehicle than by air.

They are buying more and more expensivevehicles(cruiser motorbikes like Harley Davidson and

SUVs like the Mitsubishi Pajero), without the roads todrive them on.

The current need of the hour, is the ability to travel longdistances without actually encountering deep potholeswhich create a strain on the vehicle, and the vehicle's

owner.

In places like Mumbai, the need is for a way to cutthrough traffic, and reach their destination faster.


5/23

Target Customer Group Profile

Brands and therefore companies, are looking for ways toreach out to the consumer, by projecting themselves asmore socially responsible.

They are trying to seek avenues whereby consumers

look at these brands as individuals trying to make adifference.

One example is the interest to use traffic flowinformation to direct vehicle movement.


6/23

Opportunities

Problems: Due to more rural penetration and increasedmobility, more users are travelling by road, with aweekly travel of almost 2000 kilometres. This createsvery large health issues, due to constant exposure toairconditioning and bad road conditions.

Road Conditions:

Pot holes

Ditches

Full road cuts for pipe laying

Manholes

Bad traffic due to processions, morchas or DahiHandis


7/23

Business Concept


8/23

Business Concept

Creation of a mobile application (The Cruiser) whichdetects potholes and marks them using location co-ordinates (GPS).

When the user approaches the pothole again, the

Cruiser (which is running and constantly monitoringlocation) starts to give a beeping sound to warn the userthat a pothole is nearby. The display will also show thedistance from the pothole in metres.

If the user wants to see other potholes detected, he

connects the application to the internet, where potholesdetected by other users is also stored in the application.


9/23

Competition

Preliminary study, shows no real world implementationof the Cruiser.

With regards to collection of traffic information,Navteq(A fully owned subsidiary of Nokia) claims full

traffic coverage with www.traffic.com

Navteq have a Traffic.com Pro application being sold for$3 for non-Nokia platforms.

Google Maps has recently launched traffic information

for 13 European countries in addition to existingcoverage in Australia, America, France, Britain, Australiaand Canada.


10/23

Competition

Traditionally, traffic information is collected from thepolice. Hence usual traffic updates on radio networks, isprovided via links to police systems and policefrequencies.

In U.S.A. , Metro networks is a leading provider of localand regional news and traffic. They have been boughtover by Clear Channel for $119.25 million. Clear Channelalso owns Total Traffic Networks(the only competitor toMetro networks), giving it a monopoly in this space.

In India, most radio stations provide traffic information,but there is no clear leader in this regard.


11/23

Competition

With extensive online and mobile experience, we aresuitably placed to deploy the Cruiser, and create astrong analytical web engine which will use theinformation on-ground to provide:

Traffic information

Information on average driving speeds for specificlocations, so drivers new to an area, can getinformation regarding suspected accident pronezones.


12/23

User Acquisition strategy

The way we acquire more users, is by offering theCruiser application free, across mobile platforms acrossthe world.

By keeping the user interface icon based, and free of

language, we keep the application language dependent.

The application by being freely shared, will achieve ahigh critical mass in a short period of time.


13/23

Goals and Objectives

The Five-year objective is to be the worlds numberinformation source on traffic patterns.

Phase 1: Launch of the Cruiser for iPhone, Android andNokia phones.

Phase 2: Development of the web engine, to assimilatedata collected from applications.

Phase 3: Sell information to brands for use in CorporateSocial Responsibility.

Phase 4: Develop reports based on informationcollected, for related geographies.

Phase 5: Share user information regarding trafficpatterns, anonymously with other users, so that they cansee high traffic routes.


14/23


Currently Navteq is the market leader with amonopoly on traffic information.

This traffic information is only freely available on OviMaps which is provided by Nokia.

Our aim is to provide this information to the iPhoneand Android platform, where such information isnon-existent.

This will later be provided as plugin components for

in-dash car systems and personal navigation devices(PND).


15/23


Using Traffic information as the main driver, we arelooking of revenues of INR 1 Crore in the first year.

With regards to profitability, the aim is to break evenwithin a year of launch of the Cruiser application.


16/23

Financial Plan

Costs

The Cruiser will involve a timeline of 2 months tobuild.

Estimated cost of phase 1 development of theapplication is INR 1,00,000 per platform.

The web engine will take 3 months to build.

Estimated cost of the web engine is around INR8,00,000 setup cost.

Running costs are estimated at INR 7,00,000 perannum.

Product Prices

Traffic Reporting will involve a digital map with arice of INR 2,00,000.


17/23

Financial Plan

Annual sales for the first year: INR 1 Crore

Profits for first year: INR 25,00,000

Annual sales for the second year: INR 10 Crore

Profits for second year: INR 2.5 Crore

Annual sales for third year: INR 100 Crore

Profits for third year: INR 25 Crore


18/23

Team Profile

P.R. and Content development

P.R. Expert: Farrel De Souza has immenseexpertise in analysing data and conversion ofdata as per client needs.

Technology

Mobile Application Expert: Sudhanshu Raheja hasimmense expertise in developing software for theiPhone platform, having worked with bands such

asM

etallica and Phish, and developed platformssuch as Generatrix and MBAKarma.

Web Application Expert: Rina Gosar has immenseexperience in developing web platforms for avariety of brands in India and abroad. She has

worked in this regard, for companies such asMa m India and BCWebwise.


19/23


20/23

Team Profile

Services

Werner Egipsy Souza has worked in variousindustries such as mobile software, online andmobile advertising, location data solutioning and

consumer device selling, home automation andeducation.


21/23

Risks and Rewards

Risks are:

Development of a similar application with better usabilityand pricing

Rewards are:

Creation of the worlds largest traffic database.


22/23

Key Issues

Near term

Creation of the mobile application at a cost of INR3,00,000 for Android, Nokia and iPhone.

Possibility of a competitor taking away the firstmover advantage.

Long term

Development of a strong web analytical engine at acost of INR 6,00,000 per year .

Possibility of a competitor taking away the firstmover advantage.


23/23

Thank you!-Werner Egipsy Souza

Cruiser Business Plan v1.2

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