PBSN Case Comp Slide Deck
17
DIVE INTO DIVV Angela, Helen, Rosie, Sherry
Transcript of PBSN Case Comp Slide Deck
DIVE INTO DIVV
Angela, Helen, Rosie, Sherry
Divv should primarily target university students to maximize growth in Ontario before working on
nationwide expansion through Vancouver
RECOMMENDATION
1. Situation Analysis2. Target Market3. Phase Implementation4. Financial Forecast5. Conclusion
AGENDA
Divv’s niche is its share accessibility and enhanced security
Opportunity for security and safety brand image
Compatability of two methods of transportation brought to one location
0
1
2
3Supplier Power
Buyer Power
Threat of Substitution
Threat of New Entry
Taxi-Sharing Ride-Sharing
Focus on breaking into the taxi and ride-sharing industries should be equal
Uber and Facebook rideshare groups are the strongest competitors
PRIMARY TARGET MARKET: UNIVERSITY STUDENTS
PHASE 1:WESTERN UNIVERSITY STUDENTS
Dylan’s Day
9:30 amChecks social
media
10:30 amOn-campus advertising 1:00 pm
Free rides available!
5:00 pmDivv to dinner
date
8:00 pmDylan puts up a
ride share
9:00 pmDylan Divvs
home
The schedule of events for Phase 1 begins in January 2016
ACTIVITY DATE RANGE – 2016Meet with Western administration January – March“Dive into Divv” – Campus ambassadors contest
September
O-Week with Divv September 9-15Homecoming with Divv September 23Divvy Up the Swag! Program October – AprilDivv’s Thanksgiving October 5 – 6Halloween with Divv October12 Days of Divv DecemberPrepare for Phase 2 – Partnerships with other Ontario universities
February
PHASE 2:ONTARIO UNIVERSITY STUDENTS
PHASE 3:BC/NATIONWIDE EXPANSION
Revenue 100,000Cost of Sale 40,000
Gross Profit 60,000
ExpensesMarketing 7,000Ambassador Wages 10,000Utilities 2,400Rides 10,000
Total Expenses 29,400
Net Income 30,600
Hats28%
Touchscreen Gloves 29%
Sunglasses13%
Free Rides29%
Other 1%Marketing Expense
Projected net income after the first year of release is $30,600
CONCLUSION
Appendix 1: London serves as a better indicator for Ontario-wide expansion
VANCOUVER
• City-wide commitment to sustainability• Over 50% of residents do not commute
by cars• Growth could be inflated by users with an
environmental conscience as opposed to directly targeting university students
LONDON
• Easy to track growth through university students
• Primary focus on Ontario expansion• Most knowledge about London
