SIMPLE -‐ Executive Summary In response to our interest in developing a better understanding of the requirements of good project management, we took on a project brief asking us to pitch to a potential client how we would spend our time and money if were hired by them to develop a service able to compete with Uber and Hailo. !
In the aim of securing the job, we developed a proposition for an app that had a attractive, novel feature in addition to features that had led to the success of other apps in the online taxi hailing market.
SIMPLE -‐ Executive Summary In addition to having an attractive product proposition we also sought to prepare a pitch that would impress the client. A successful pitch would show that core project management concerns such as time and budget planning had been properly considered. The client would also have to feel that we were making attractive but realistic propositions related to these components. In light of this, we are going to show them just how we intend to secure them a highly profitable share of the target market. !
We adopted the Agile project management methodology because, for a software development project, Agile would enable us to be flexible and responsive to user feedback and changing project requirements. It would also allow us to develop only those features that would deliver business value for our client.
“...innovation can be based on modifying existing ideas” Degree of Product Innovation Improvement and revision of existing products Existing products that are targeted to new markets
source : Goffin, K. and Mitchell, K. (2010) Innovation Management 2nd edn. England: Palgrave Macmillan
Iteration plans
Every weeks inform Having meeting every 2 weeks
Iteration plans
Every weeks inform Having meeting every 2 weeks
Iteration plans Setting weekly meeting before every Sprint 15mins per day meeting
Every weeks inform Having meeting every 2 weeks
Iteration plans Setting weekly meeting before every Sprint 15mins per day meeting
Every weeks inform Having meeting every 2 weeks
Iteration plans Setting weekly meeting before every Sprint 15mins per day meeting
Every weeks inform Having meeting every 2 weeks
Delivering value - action plan
Delivering value Stakeholders
S
Stakeholder Map
S
Stakeholder Map
S
Stakeholder Map
S
Stakeholder Map
S
Stakeholder Map
S
Stakeholder Map
RACI matrix
Risk Assessment
Core Service
Market Share Percentage of reasons why people are not taking taxi
%
18-‐29
* Londoners hail 450,000 cabs a day — almost one for every 20 of us. Overall, the sector is worth £3 billion a year.
Market Share Average time of a day of different age groups using taxi during a week
18-‐29
* Londoners hail 450,000 cabs a day — almost one for every 20 of us. Overall, the sector is worth £3 billion a year.
Competitors Highlight
Reference : https://www.hailocab.com/london https://www.uber.com/cities/london http://www.standard.co.uk/lifestyle/esmagazine/fare-‐fight-‐its-‐uber-‐v-‐hailo-‐v-‐addison-‐lee-‐in-‐the-‐londons-‐taxi-‐wars-‐9064289.html
Our Vision Sharing price, Sharing journey Taxi hailing application
Customer Journey Standard Service
Using app to find nearest taxi
Customer
App connect to taxi driver
Pick-‐up customer
Delivery customer
Arrived!
Customer Journey New Feature -‐ Multiple drop-‐off -‐ Cab Now -‐
Using app to find nearest taxi
App connect to taxi driver Third customer arrived
Group of customer
Pick-‐up customers
Deliver first customer
Second customer arrived
Customer Journey New Feature -‐ Multiple pick-‐up -‐ Cab Later -‐ Using app to make a reservation
Group of customer wants to share a cab
Taxi driver comes on a specific date Pick-‐up customers at different locations
All customers arrived at the same location
Proposal Plan
Proposal Plan
Epics (big components)
Proposal Plan
User Stories
Proposal Plan
Sprint 1
Prototype Â
Prototype
Corporate Identity
Prototype  Application
Prototype  Website
KPI
KPI
KPI
KPI
Time Planning & Budget
Time Planning
Budget
THANK YOU
APPENDIX.
Action Plan
Used https://www.adhc.nsw.gov.au/__data/assets/file/0011/262991/ADHC_KPI_guide_web.pdf
Action Plan
Used https://www.adhc.nsw.gov.au/__data/assets/file/0011/262991/ADHC_KPI_guide_web.pdf
Action Plan
Used https://www.adhc.nsw.gov.au/__data/assets/file/0011/262991/ADHC_KPI_guide_web.pdf
Project Charter Shared vision: Sharing price, Sharing journey Providing a resonable shared price for passengers who have tight budget.
Current Situation:
Success criteria:
- Competitors: uber/Hailo/Kabee/Addison Lee - Context: tube closes at midnight, strikes, airport transport. - People need taxi’s in London but don’t want to wait/ pay too much. - Smartphone’s now enable convenient life
- Q1 = 500 / Q2 = 1,200 / Q3 = 2,500 / Q4 = 3,000
Why:
Stakeholders:
- Young generation (18-30) have a tight budget - Other similar app do not have the the ‘sharing’ service without an app. - reduces complexity and disagreements - ‘green’, environmentally friendly.
safe, loyal, promoting/sharing - stakeholders: making more money (through more users/ better value per user) - attractive and user friendly app
- Taxi companies - Taxi drivers - Customers - Platform providers - GPS/Ordnance survey company
Assumptions:
- Number of customers that would be interested/comfortable sharing taxi’s - Number of rides where sharing a taxi would be worthwhile - Number of taxi companies/drivers that would want to partake - Desirability of app if main unique feature is not desired or used - User friendly - Cost reducing - Number of customers that would be comfortable sharing their address with other riders. - Able to maintain stable popularity - Taxi drivers able competent to use app journeys and split costs. - Taxi drivers happy to give small %
Risks: - Many destinations/pickups per ride. limit number? - Increased journey time for some passengers must be compensated by money saved. - Issue increasing journey costs as result - Cost splitting problems - Behaviour of customers/driver personality
Constraints:
- £100,000 - 6 months - Competitors develop their apps - Technology - Safety
Proposal Plan
Epics (big components)
Prioritisation
Proposal Plan