Business model review CAPE TOWN December 2-7, 2018

Taxi cabs are expensive Cannot pay with a credit card PROBLEM Your top 3 problems Taxi cabs are expensive Cannot pay with a credit card Don’t know the driver SOLUTION Possible solution for each problem Door-to-door Known driver info Pay fair in app UNIQUE VALUE PROPOSITION Single, compelling message stating why you are different UNFAIR ADVANTAGE Something that cannot be bought or copied CUSTOMER SEGMENTS List your target customers and users Internet savvy Frequent trips SECONDARY 25-44 year-olds There are several options for performing this exercise The Business Model Canvas – Strategic implementations and helpful for big business that have ample resources The Lean Canvas is helpful for early stage companies that are looking to launch The lean canvas helps you distill your idea down and communicate it to other people You identify problems and the solutions for those problems You help determine what are your key metrics and your unfair advantages The goal of this exercise is to test your assumptions before you launch, rather than going back to the drawing board KEY METRICS What numbers will give you insight Trips book Revenue per trip Users referred CHANNELS Paths to finding users Referrals Advertising ALTERNATIVES How are problems solved today Public transportation Biking Own car HIGH-LEVEL CONCEPT X of Y analogy EARLY ADOPTERS List attributes of ideal customers COST STRUCTURE Fixed and variable costs Backend infrastructure Driver recruitment Management staff REVENUE STREAMS Sources of revenue Canceled rides

Difficult to find a cab when you need one Taxi cabs are expensive PROBLEM Difficult to find a cab when you need one Taxi cabs are expensive Cannot pay with a credit card Don’t know the driver SOLUTION Guaranteed pickup Door-to-door Known driver info Pay fare in app UNIQUE VALUE PROPOSITION Allows users to get from point A to B in a comfortable, safe, and reasonably priced ride with 1-click in an app that handles payment UNFAIR ADVANTAGE General dislike of taxis and public transit First mover advantage Untapped market of workers CUSTOMER SEGMENTS PRIMARY 18-24 year-olds Internet savvy Frequent trips SECONDARY 25-44 year-olds KEY METRICS App installs Account Trips book Revenue per trip Users referred CHANNELS Press/media buzz Referrals Advertising ALTERNATIVES Taxis Public transportation Biking Own car HIGH-LEVEL CONCEPT Like a taxi but cheaper, easier, faster and safer EARLY ADOPTERS Online shopper High disposable cash Social media user COST STRUCTURE App development Backend infrastructure Driver recruitment Management staff REVENUE STREAMS % of base fare and idle time Canceled rides

Taxi cabs are expensive Cannot pay with a credit card PROBLEM Your top 3 problems Taxi cabs are expensive Cannot pay with a credit card Don’t know the driver SOLUTION Possible solution for each problem Door-to-door Known driver info Pay fair in app UNIQUE VALUE PROPOSITION Single, compelling message stating why you are different UNFAIR ADVANTAGE Something that cannot be bought or copied CUSTOMER SEGMENTS List your target customers and users Internet savvy Frequent trips SECONDARY 25-44 year-olds There are several options for performing this exercise The Business Model Canvas – Strategic implementations and helpful for big business that have ample resources The Lean Canvas is helpful for early stage companies that are looking to launch The lean canvas helps you distill your idea down and communicate it to other people You identify problems and the solutions for those problems You help determine what are your key metrics and your unfair advantages The goal of this exercise is to test your assumptions before you launch, rather than going back to the drawing board KEY METRICS What numbers will give you insight Trips book Revenue per trip Users referred CHANNELS Paths to finding users Referrals Advertising ALTERNATIVES How are problems solved today Public transportation Biking Own car HIGH-LEVEL CONCEPT X of Y analogy EARLY ADOPTERS List attributes of ideal customers COST STRUCTURE Fixed and variable costs Backend infrastructure Driver recruitment Management staff REVENUE STREAMS Sources of revenue Canceled rides