Driving Forward for Uber South Africa

Transcription

1 Driving Forward for Uber South Africa Signal Consulting Kate Boland Nick Lane Greg Piercey Stephanie Daley Memorial University

2 Agenda Main Challenge Key Issues Objectives Recommendation Analysis Alternatives Implementation Risks and Mitigation Questions Kate Nick Greg Steph Kate

3 Main Challenge What business strategy should Uber adopt to address the South African market place?

4 Key Issues Passenger & Driver Safety Payment Perceptions affecting rider traffic Safety Undercutting Nationalism Aggressive Competition

5 Objectives Improve passenger and driver safety Improve local perception of Uber Increase ridership and profitability

6 Recommendation Adopt a tailor made strategy to address safety and local perception of Uber in South Africa

7 Analysis

8 South Africa One of the most economically developed country in Africa Economic conditions push people to public transit Also provides entrepreneurial opportunities High levels of crime High levels of unemployment

9 Target customer An alternative to: Owning-transportation Public transportation Main target market for Uber: 1 Taxi passengers 2 Bus riders

10 Uber market by income Highest taxi and bus usage amongst lower income Penetration of "taxi" and "bus" transit by income level 85.8% 83.5% 77.3% 66.1% 34.1% Quartile 1 Quartile 2 Quartile 3 Quartile 4 Quartile 5 However, 2/3 of Quartile 4 are still in the target market

11 Size of the market Mode of transportation Taxi Bus Total market size 7.1M customers 2.5M customers 2% share 5% share 10% share 192,000 users 480,000 users 960,000 users

12 What cold this be worth? 192,000 users 480,000 users 960,000 users Low-end Moderate High-end Revenue to Uber $1.1M $5.8M $11.5M Revenue to drivers $20.7M $51.9M $103.7M

13 Alternatives

14 Alternative Strategies Status Quo Withdraw from South Africa Modify strategy to address local challenges

15 Why is Status Quo not an option? Media attention is causing a negative perception and will affect ridership Competitors are capitalizing on Uber s challenges Market has high potential Status quo will limit ridership and ultimately affect revenue potential

16 Why is Withdrawing not an option? Large country population High taxi usage in country (>50%) Johannesburg is first city in South Africa The South African market is to big to ignore

17 Recommendation Adopt a tailor made strategy to address safety and local perception of Uber in South Africa

18 Implementation

19 Uber Jozi Introduces Prepaid Cards Leeker for You Leeker for Local

20 For Immediate Release: Uber to Eliminate Cash Payments Uber is committed to providing South Africans with affordable and safe transportation, while providing new employment opportunities. We consistently evaluate our business strategy and will no longer be accepting cash payment. We will however offer prepaid cards through corner stores to offer customers a convenient way to continue to Uber around Johannesburg.

21 Implementation Short Term (1 Month) Announce no cash & use of cards Medium Term (6 Months) Launch cards & free card promotion Local messaging Long Term (12 Months) Additional card promotion if required Evaluate Uber in Cape Town

22 Prepaid Cards Similar to cards used for long distance calls $20 & $50 options Wide availability - Corner Stores Store receives 5%

23 Free Card Promotion $100,000 investment 5,000 cards Drive awareness of cards Trial of Uber

24 Local Messaging UBER Jozi Leeker for You Leeker for Local $20 Your Driver: Trever Noah Proudly From Cape Town

25 Budget Card Promotion $100,000 Card Distrbution $100,000 App Update 10,000 TOTAL $210,000 Assumptions: 5,000 cards Team of 5 to distribute cards

26 What does great look like? Successfully launch pre-paid cards Eliminate cash handling without financial impact 80% of free cards utilized for trial Robbery attempts lowered Improved local perception Marketing campaign successfully executed Ridership increased to between 5% share of taxi and bus market Revenue to Uber of $5.8M

27 Risks and Mitigations

28 Risks and Mitigations Risks Probability Mitigation Regulation Medium Use Uber approach Competition Medium Increase marketing

29 Conclusion Improve passenger and driver safety Improve local perception of Uber Increase ridership and profitability Prepaid cards Eliminate cash handling Local messaging Marketing campaign Expand operations

30 Questions