商業計畫：共乘運輸服務在台灣

Abstract

In this Master Thesis, we created a detailed business plan about a demand responsive shared taxi start-up in Taiwan. The concept is that our vehicle space should be utilized and passengers, ride-hailing us and going into similar directions be matched, so they can share the ride (pooling). This keeps fares affordable, efficiency high and congestions lower. We target business people primarily and give them an option and great chance to casually social network. This creates value and removes the awkwardness when sharing the ride with a stranger. Further, being an environmentally friendly transportation option, using fully electric premium-class vehicles and offering a luxurious experience with our exceptionally trained and instructed chauffeurs, is another selling point. We intend to offer our service initially in Taipei City and will extend the fleet size and locations across Taiwan. In the future, we hope that a central Mobility as a Service system emerges in which we will be an essential part for demand responsive first-/last-/short-mile transportation for example. In the beginning, we will utilize Software as a Service for our digital needs such as the customer’s mobile application and operate independently on short- to mid-range distances. After elaborating our concept, we undertook a survey and did a thorough market research as well as a market and business analysis. We looked at the industry structure and used the PESTLE, Porter’s Five Forces and SWOT frameworks to get a better understanding of the transportation sector, regulations, trends, developments, customer needs, our competitors, about ourselves and more. Chapter four describes the business model in detail. We shaped ourselves by defining our Vision, Mission and Goals and defined the customer profile. The value proposition model makes sure our product and customer needs are being met and with the business model canvas we illuminated major aspects of our business. A sharp marketing strategy was being designed via STP and characteristic branding strategy. The AIDA and PPPP models will ensure that our product is being found and used by our customers. Detailed pricing and service considerations in our pricing strategy chapter support our marketing and financial plan. Our operational plan chapter makes sure the business can run smoothly and all fits together by defining operating hours, location, vehicle, software, human resources, customer service, channels and legal considerations. An implementation and operation schedule clarifies important and intended jobs to be done on a timeline. The most important part of a business, the financial plan has been done extensively and offers a sales forecast, start-up and operational costs detailed overview, balance sheet and a profit and loss forecast. Also the expected cash flow and a break even analysis for several scenarios is provided. Financial forecasts expand over 5 years to show the business’ expected performance when it is in a steady state. An extension and exit strategy chapter has plenty of ideas for additional growth opportunities or for rescues in a yield scenario. Further supplementary chapters and information affiliating to the main content of this business plan can be found in the appendix.