MyTaxi / eTaxi by Daniel Pinkney

mytaxi.uk.net

Draft Proposal MyTaxi (UK) Ltd T/A mytaxi.uk.net

mytaxi.uk.net Brief Introduction MyTaxi.uk.net is a website based business model that allows any registered customers to book any independent licenced taxi driver throughout the UK in realtime. This negates the need for a call centre as the website system links customer to driver directly. We also have the advantage of being able to roll this out on a national basis with ease as it involves no modification to the system. As such we will be competing with very few taxi firms on a national basis and can recruit far greater numbers than local taxi firms and fewer staff to oversee business operations. With the increasing takeup of GPS enabled smartphones such as the iPhone, Blackberry Curve, Google Phone etc we can utilise these devices so that the website can record the customers current location and therefore can source the closest taxi drivers to them. They can subsequently book them with the minimum of fuss. No need to search for local taxi firms and call them and therefore no call charges incurred as well. Initially customers can use the mobile browsers on their mobile platforms but the plan is to develop dedicated applications for these platforms when it becomes necessary (and financially attractive) to do so. How the technology works By utilising an SMS/GPS printer as detailed on www.smsprinter.co.uk and www.sms2printer.co.uk. These devices cost £279.99 at the moment but in talking with the supplier (as we are using the same system for the Boro Takeaways site) we have been informed that these will come down to around the £140 mark in July as the manufacturing of the units will be taken overseas. These mobile printers can be installed in the taxis (or carried by the driver) and can be switched on to accept orders or switched off when the driver is not available. Whichever status the system is in, a message is instantaneously sent to the website so that it records the status of the driver in realtime. This is how the website/system knows if a driver is online or unavailable for pickup. How does the site make money? By charging the independent taxi driver a weekly/monthly subscription to the service to become an accredited member. We will charge the taxi drivers a fixed fee of just £10 pw. Just to compare the major local taxi firm (Boro Taxis) in Middlesbrough charges its hackney drivers £65 per week to be on their system whilst Private hire firms charge £90pw. To give an idea of the possible income to the business from our ‘value’ subscriptions we have the following: Number of Members (Drivers) 50 100 250 500 1000 5000

Monthly income @ £10 per week £2,167 £4,333 £10,833 £21,667 £43,333 £216,667

Annual income @ £7.50 per week £26,000 £52,000 £130,000 £260,000 £520,000 £2,600,000

Cost of SMS Printers* £7,000 £14,000 £35,000 £70,000 £140,000 £700,000

Gross profit £19,000 £38,000 £95,000 £190,000 £380,000 £1,900,000

*Based on £140 purchase price. Note that the Gross profit amount will increase as the cost of the SMS machines are covered in year one.

There is also the option for charging for advertising space on the site or within our email newsletter as there is a core market (taxi drivers) that many advertisers may want to target directly - such companies could be taxi vehicle suppliers, GPS navigation, insurance, motoring based products etc. This will only be viable as visits/ hits to the site increase to a good and consistent level and we have a decent number of signer up drivers.

mytaxi.uk.net With the prospect of a job board on the site (for contract work such as councils, school runs, airport work, corporate accounts) we can subsequently charge those wishing to post any available positions. The ensuing Apple app (done by us or a third party) could be charged for download at a nominal rate (£0.59) and when costs for the development are reimbursed we can release it as a free app. This approach could be mirrored for other smartphone application development. When the site does take off there may even be Apps developed independently for our site thus meaning we don’t need to invest capital/time in developing one ourselves. What does the driver get as a member of MyTaxi? 1. SMS/GPRS mobile printer provided throughout the duration of their contract 2. Branded business cards - 500 to start off with and then replenished upon demand 3. Vehicle signage to brand the vehicles thereby promoting service to customers and other drivers 4. Driver Login to the website enabling them to access their email (for offline enquiries) - ie yourname@ mytaxi.uk.net, billings, history of online transactions (so they can gauge effectiveness of the service). Their control panel will also enable them to edit their details - such as picture upload, mobile numbers, address, services offered etc. 5. Online forum for the members which enables them to discuss MyTaxi, Taxis in general, put ideas forward and also contact the admins to the site. This may be invaluable as it gets us communicating with taxi drivers and therefore gives us the ammunition to build up the site and it’s offerings. The forum will also be a private one for drivers and website admin so the information cannot be broadcast to potential competitors. 6. Possible commission income or other incentive for recommending other drivers to the MyTaxi service 7. Monthly newsletters detailing planned improvements to the MyTaxi service and independent advertising 8. A branded, modern and professional image whilst retaining their independent status. This is a similar approach utilised by Premier Stores, Costcutter - i.e a fascia brand for independent convenience stores which increases recognition, image and sales whilst allowing the owner to retain independent status. Advantages to Drivers • Builds up a loyalty via the ability for customers to add drivers to their ‘Favourites’ • Also build up loyalty and through the provision of branded business cards • Free advertising material - business cards, and vinyl signage throughout duration of contract. • Ability to receive online orders via printer and offline orders via email • Login and CMS to access MyTaxi email and change their details • Early signup ensures some form of exclusivity in their respective areas • Benefit from continued independent promotion and advertising of the MyTaxi service • Keeps them one step ahead of their competitors and also utilises future technology • Access to online private forum to discuss topics with other registered drivers and key company personnel • Regular monthly updates via forum and email newsletter sent straight to their online email account • MyTaxi allows the drivers to continue work for their local Taxi firm

mytaxi.uk.net Advantages to Registered Customers • Allows them to book online or via text (and eventually through smartphone optimised site/apps) • Add drivers to favourites so book the same driver/s if they are online (safety, familiarity, security) • Using GPS enabled phones book a local independent licenced taxi driver at touch of a button • No searching/browsing taxi firms and no call charges (utilising WiFi or GPS Data) • One website URL to remember or one app to utilise (no need to recall telephone numbers) Advantages to Us • Enables us to build up a national service and utilise independent drivers from throughout the UK* • Large catchment audience so prospect of lucrative income whilst offering value service to taxi drivers • Utilising technology that could form the basis for how Taxis could be booked in the future • Spin offs using technology in public places, and stores via touchscreen WiFi terminals • Increased website traffic enabling us to utilise paid advertising on the site, so additional income *There are over 22,000 independent taxi drivers in Central London alone.

Market Opportunity With 22,000 taxi drivers in Central London (and over 14,000 taxi firms registered on yell.com) there must be a vast market of independent licenced drivers when taking into account full coverage of the UK. The drink culture of the UK, coupled with increasing costs associated with car ownership are testament to the large taxi population and therefore the market will always be there. With the advent of new technologies and trends towards website integration in recent years an online system built with GPS mobile phones functionality will be a system that could capture the imagination of UK consumers. Business Objectives To build an online taxi service system that can utilise current technologies and provide a platform for future growth within the private vehicle hire trade. Possible other systems or pages to build into the website • The ability for taxi drivers to sign up online, setup recurring payments by credit/debit card (or print out Direct Debit form to complete and return) • Testimonial page from customers and taxi drivers (can be quotes taken from forums perhaps) • Job board section where councils and organisations can post contract jobs for taxi drivers to pitch for • Regular Email newsletter for taxi drivers informing them of new planned services etc. The email newletter can also have inbuilt links on each article allowing drivers to post the article on the forums along with a comment for discussion. • Ability for drivers to order resupplies of business cards and promotional leaflets • Touchscreen terminals in pubs, clubs, shopping centres, public places - basically this will show a list of online drivers in the immediate vicinity (updated constantly) which can be selected for immediate pickup from the location where the terminal is based. Initial Competition/Research http://www.taxi-driver.co.uk/ http://www.taxisoncall.co.uk/ http://www.taxiregister.com

mytaxi.uk.net Regional Promotion of the Service Local promotion of the service will begin by bringing onboard Daniel’s brother-in-law, Peter Binns. An already established (4 years) hackney driver in Middlesbrough, Peter has persuaded several other members of the family to enter the trade and has build up a solid network of taxi driver friends and colleagues in the local area. Having worked with the Boro Taxis system for a year or two he has recently become frustrated with the demands that they have put on him (and other drivers) and he has decided to go alone and drum up his own business and loyal following. After approaching Daniel to design some promotional leaflets for this, Daniel came up with the MyTaxi idea - basically a ‘vehicle’ to help Taxi drivers promote and advertisise their own services but under the banner of an established company. This company will be structured around a web based system which can send fares direct to their cabs from internet enquiries and various mobile platforms. In effect it adopts the same systems and technology as borotakeaways.com With Peter continuing his day to day role as a Taxi driver he will have constant contact not only with customers but also with his fellow drivers (as they quite often operate in ranks). As such utilising word of mouth, the interest and sign up rate should be fairly impressive. Peter already believes he can get 30 of his colleagues participating in a 30 day trial of the system (and pay a £150/200 refundable security deposit). Subsequently if a success they will sign up for a 12 month contract. With a £10pw cost then just 1-2 fares a week will cover the cost of the service and as such should make it a very attractive proposition. With 30 drivers on the road for a month advertising MyTaxi to both drivers and members of the public then the word will spread prompting further interest in the service. We will also run cross promotional advertising with Boro Takeaways in the form of online (cross links) and offline media (leaflets, advertising, PR etc) as well as utilising social media (Facebook/Twitter) as a way of spreading the word throughout Teesside. We have also sourced a few local sites that have good coverage and traffic such as GazettelLive.co.uk and JournalLive.co.uk where we can place banner adverts and may look to try Google Advertising in conjunction with Boro Takeaways. Local community publications such as OnYourDoorstep (http://www. cpublications.co.uk/) provide excellent coverage and have very cost effective advertising rates. National Promotion of the Service As far as national promotional this will be done initially via online subjects so by searching for other taxi oriented sites and forums and also make full use of social media sites such as Facebook, Twitter, Digg, MySpace etc to raise awareness of the service. We might look to advertise in relevant sections of these online sites (such as the newsletter produced by the Licenced Taxi Drivers Association) and in the taxi section of yell.com and other notable online directory sites. Cross Promotional Strategy With a complementary service in borotakeaways.com we can do combined advertising and promotional strategies and links between the sites. Another service that local taxi drivers could offer if they so desire could be takeaway deliveries. Something that we can promote to restaurants and takeaways that don’t currently deliver. Exit Strategy With over 14,000 taxi firms registered in England and many associated private vehicle hire services (holiday hire, chauffeur, corporate transport, weddings, parties etc) such a unique system and website with a high volume of traffic and advertising income could be an acquisition for a major business player or UK/International taxi firm.

Customer Sign In | Register

Book your local licenced taxi driver online or by text

mytaxi.uk.net

Enter Pick up Point (Postcode or Town) to start

Submit

Homepage - customer types in their location (Town, Postcode) and hits Submit

Your local taxi drivers...

mytaxi.uk.net Peter Binns

Daniel Pinkney

Taxis & Private Hire Vehicles

Tel: 07863 556143 | 25 Littondale, Hemlington, Middlesbrough

• Disabled Access Taxi ‘s • Up To 8 Seaters Available • All Airport Connections

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service

Currently Online

BOOK NOW

Currently Online

BOOK NOW

Send email enquiry | Send SMS enquiry | Add to Favourites

Stephen Ashworth

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service

Tony Gosling

Taxis & Private Hire Vehicles

Tel: 07863 556143 | 25 Littondale, Hemlington, Middlesbrough

• Disabled Access Taxi ‘s • Up To 8 Seaters Available • All Airport Connections

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service

Currently Offline - Available for Enquiries only Send email enquiry | Send SMS enquiry | Add to Favourites

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service

Currently Offline - Available for Enquiries only Send email enquiry | Send SMS enquiry | Add to Favourites

They are then shown a listing of all the taxi drivers within their catchment area (up to 3-5 miles). If they are highlighted green they are online and available for pickup, if in red they are offline but they can still accept email enquiries for bookings past 24 hours. There will be an option to turn this facility (online enquiry) off if they are away for an extended period or on holiday.

mytaxi.uk.net Not Registered?

Customer Sign In Username

Click here

Note: You need to register in order to use the mytaxi online and text service.

Password

Peter Binns

Taxis & Private Hire Vehicles

Tel: 07863 556143 | 25 Littondale, Hemlington, Middlesbrough • Disabled Access Taxi ‘s • Up To 8 Seaters Available • All Airport Connections

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service

Send email enquiry | Send SMS enquiry

Once the customer has selected the driver of choice they are prompted to sign in or register. We only accept bookings from registered users as this is an additional security measure. The map will zoom into their current location (as specified on the home page)

Customer Registration

mytaxi.uk.net Register with mytaxi

Terms and Conditionsails

First Name

Landline Number

Last Name

Mobile Number

First Line of Address

Email Address

Town/City

Tick this box if you wish to receive offers and correspondence from us

Postcode

Tick this box to accept our terms and conditions (see right)

Submit Registration Details

1-Click is a registered service mark of Amazon.com, Inc., used under license. 1-Click is a convenient feature that allows you to purchase or rent (as applicable) from the iTunes Store with a single click of your mouse or other input device. When accessing the iTunes Store on your computer, 1-Click purchasing or renting (as applicable) may be activated for all your transactions by selecting the “Don’t ask me about buying ... again” check box in the “Are you sure you want to buy and download ... ?” dialog box that appears when a “Buy” button is clicked. (You may reset this selection at any time by clicking “Reset Warnings” in your Account.) When accessing the iTunes Store on your iPod or iPhone using Wi-Fi, 1-Click is activated for each transaction by pressing the button showing the price of the product, which reveals the “Buy” button. When 1-Click is activated, clicking the “Buy” button will start the download immediately and complete your transaction without any further steps. Transactions using 1-Click are subject to these Terms of Sale, including the Refund Policy set forth herein. When accessing the iTunes Store on your computer, you may turn off 1-Click and instead purchase (or rent) using a Shopping Cart by selecting “Buy using a Shopping Cart” under the “Store” tab in your preferences menu within the iTunes application. Using a Shopping Cart allows you to review and change

Print Terms & Conditions

Customer registration page

Send Booking request...

mytaxi.uk.net Booking Details Full name

Date (Drop down menu)

Pickup Point (autofill menu)

Time (Drop down menu)

Destination (autofill menu)

Additional Notes

SUBMIT

No. of People

Peter Binns

Taxis & Private Hire Vehicles

Tel: 07863 556143 | 25 Littondale, Hemlington, Middlesbrough • Disabled Access Taxi ‘s • Up To 8 Seaters Available • All Airport Connections

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service 1.83 miles @ £2.50 per mile. Estimated Cost: £5.00*

Send email enquiry | Send SMS enquiry

Journey Time: 10 mins *Guide price only. Subject to variation

Once signed in or registered the customer is taken to the booking screen. As they are registered and already specified their location then the pick up point and their full name will be autofilled. Once they input their destination, the map draws the route (as per the aa/rac sites) and also calculates the distance and average fare cost (based upon the drivers rate per mile). They can then complete the form and submit. As soon as they click the booking is sent direct to the driver to fulfill.

mytaxi.uk.net Trading Address: 10 Blackthorn, Coulby Newham, Middlesbrough Cleveland TS8 0XD Telephone: 0844 357 7674 Email: admin@mytaxi.uk.net

Webform Contact First Name

Your Enquiry

Last Name First Line of Address Town/City Postcode

Landline Number Mobile Number Email Address

Submit Enquiry

Basic contact enquiry form for taxi drivers or customers

Are you a licenced taxi driver? Would you like to receive fares direct to your taxi from the web and via text?

mytaxi.uk.net By registering with us, you will have the ability to accept fares in real time and have customers book in advance for your services. We do this by providing you with an SMS/GPRS printer - this is effectively a mobile printer which prints out full details of your fare (ie customer, address, time of pickup, mobile number and destination).

he SMS Printer is a small, portable, standalone device

When you switch the printer on, the website recognises that you are online and ready to accept a fare and therefore you are available for selection by local customers. Even when you are offline, registered customers can still send you SMS or email enquiries for future bookings or contracts.

to receive instructions on new pickups. .

Upon registering we will provide you with business cards, leaflets with your unique web address (ie www. mytaxi.uk.net/yourname) and vehicle graphics so that your can build up a regular customer base and therefore secure repeat custom. You will also be provided with your own ‘mytaxi’ login enabling you to update and edit your details and access your mytaxi webmail account (yourname@mytaxi.uk.net).

Our SMS/GPRS Mobile Printer

We will be promoting and advertising the ‘MyTaxi’ service this service initially within the Cleveland and Teesside area and as awareness builds be spreading further afield.

Stay one step ahead of your local competitors with mytaxi. I’m interested, but how much does it cost?

Information for Licenced Taxi Drivers page introducing the MyTaxi service

‘How much would you pay for offering your services online, having fares sent direct to your cab, to secure regular repeat custom, and have business cards, vehicle signage and leaflets to promote your new service?

mytaxi.uk.net

How does £10 a week sound? Package 2 > Enquire further <

One single package, one price.

mytaxi.uk.net iPhone App

mytaxi.uk.net

Username “MyTaxi” would like to use your current location

Password ✔ Remember my details

Don’t Allow

Find My Taxi

This is a quick example of how the iPhone could utilise the service in the near future. This could be developed by ourselves or and independent third party (they recoup their costs for charging for the App)

mytaxi.uk.net Your local online drivers: Peter Binns • Disabled Access • Airport Runs • Courier Service • Safe Service

BOOK NOW

Send email enquiry | Send SMS enquiry | Add to Favourites

Daniel Pinkney • Disabled Access • Airport Runs • Courier Service • Safe Service

BOOK NOW

Send email enquiry | Send SMS enquiry | Add to Favourites My Favourites

mytaxi.uk.net Example Business Card for the Drivers

mytaxi.uk.net Book your local licenced taxi driver online or by text

mytaxi.uk.net Peter Binns, Licenced Taxi Driver Mobile: 07863 556143 Website: mytaxi.uk.net/peterbinns Email: peterbinns@mytaxi.uk.net

• Disabled Access Taxi • Up To 4 People • All Airport Connections

• Pick Up & Delivery Service • Courier Service Available • Friendly Safe Service