Welcome On Board

1. Welcome On Board Presented by Hazel Sia

2. Pink Taxi Part 1: Introduction – What & Why Part 2: The Concept - How will the service be delivered? Part 3: The Plan - How do we start? Part 4: The Numbers - Making it profitable and sustainable Part 5: What is Next?

3. Part 1: What is Pink Taxi? Why Pink Taxi? To be renamed later

4. Pink Taxi: By women, for women

5. Iran – private company head by a male Dubai – government initiative Turkey – fleet of BMWs only for richer women Tunisia South Africa Thailand (Bangkok) UK – “Pink Taxi”, private Moscow – a few “women-only” taxi companies Japan – “Grace taxi”, subsidiary of corporation, also for bed-ridden seniors Alternatives – “women-only” buses in Mexico, trains in Japan References

8. Taxi Industry • Taxi is an essential part of public transportation • Taxi also reflects a city’s reputation • Some cities boast of the best Taxi services: New York, London, Hong Kong & Singapore • Sep, 2008 AFP carried an article that rated our taxis as the worst among 23 countries surveyed.

9. Quick View

11. 3 Reasons why we need an alternative: • Lack of reliable, convenient public transport network • Current taxis are a challenge for female passengers • Owning a car is no better – where money, time and safety are concern

12. 1. Existing Public Transport • Less than 18% Malaysians take public transport (bus/taxi/LRT)– so many have to drive even when they could not quite afford it • Inconvenient, lack of integration, congestion • Not cost-effective nor time-efficient • Impractical for multiple destinations

13. 2. Current Taxis • No taxi when you need it • Many taxis but refuse to go where you want to go • Over-charging, not using meter • Uneasy with some conversations • Safety – especially when travelling alone or at night

14. 3. Car Ownership MONEY : car hire purchase, road tax, insurance, maintenance, expenses for petrol, toll, parking, even traffic summons. (yet car is used <20% of the time) TIME: lost productivity due to traffic jams, searching for car parks, rushing for multiple errands .. All adding stress to a woman’s life SAFETY: lack of sense of security on the road, highways, car parks, petrol station ..etc.

15. Stakeholders/ Beneficiaries: • Women: • As Passengers: • A needed service • Safer commute • As Drivers/staff: • Employment • Empowerment • Government: • Supplement • public transport • Employment for • people • Benchmark new • standards for taxi • industry • Less congestion in • city • Men: • Taking care of • women they care • (mothers, wives, • daughters..etc) • Better use of • family resources – • time, space, money

16. Stakeholders/ Beneficiaries: Kids/ Teens/ College students: Alternative to school bus Safe commute with Flexibility of time • Seniors/ • Handicap: • Regular hospital • check-up is easy • Routine dialysis • Pre-defined • destination reduces • stress of travel • Tourists/ • Biz Executives • Travel with peace- • of-mind • Esp. for lone • female travelers

17. Blue Ocean?We are not talking about competition with taxi • Pink Taxi is a “private hire” … that gives women another alternative to travel SAFELY, CONVENIENTLY & COMFORTABLY • Driven by women, for women, children and seniors only (may be some female tourists) • Serves only registered members • Premium charges and pre-paid

18. Opportunities for other supporting businesses

19. Part 2: The Concept – How will the service be delivered?

20. 3 2 Concept 1 Safe Reliable & Comfortable Commute for women, children & seniors

21. 1. Safe • Every driver & every member is registered (no unknown persons) • Use of technologies to ensure all journeys are recorded • GPS/ Panic Button/ Tracking • Cars are fixed with special alarm, siren • No/ minimal cash to discourage robbery

22. 2. Reliable • Available 24/7, anytime, anyday and anywhere within Klang Valley • Pre-booked – by call, SMS or online • Clear pricing – no surprises • Pre-paid – no hassle • Always clean, neat and in excellent working condition • “Car rental with driver included”

23. 3. Comfortable • “Wings on Wheels” • Relax while travelling (sleep, read, chat) • Amenities (umbrella, sewing kit, personal toiletries, multi-chargers, plug point) • Stress-free “Door-to-door” commute (no need to look for parking)

24. Critical Success Factors

25. Customized for • comfort & • convenience: • Mobile work space • Pillows/ blankets • Reading lights + • plug points • Mirror/ cupholder • LED Screen for • Advertising income • Optimal Road • Worthiness: • Pre-Ride Checks • First Aid • Safety Features • Panic Call • Siren/ Strobe? • Smart Use of • Technology • (MDT): • GPS/ Tracking • Cashless Payment • Taxi meter • Communications • Membership • Loyalty • Program 1. The Vehicle

26. Screened for • Safety: • Registered • Trained • Clean background • Mature, confident • Full Time • Flexi Time • Technical • Skills: • Driving skills • Route • Familiarization • Defensive • Driving • Basic Safety & Fire-fighting • Soft Skills: • Customer Service • Well-groomed • Uniformed • Bilingual • Provide guidance/ • Advice when • necessary 2. The Driver/ Captain Competent. Committed. Caring.

27. … Your personal “captain”…

28. Categories: • Working Executives • College Students • Shoppers • Seniors • Handicap • Kids/ teens • Tourists • Nite Life Women • Safety: • Registered with • Annual Fees • I/C, next-of-kin, • address, • caller ID • Members Card • Prepaid Fares • M/ Statement, • if needed • Loyalty • Program: • Mileage • Special privileges, • discounts…etc 3. The Passengers

29. Step 1: • Call • SMS • Online • Step 2: • Show • Members • Card (MDT) • Step 3: • Deduct Fare • on arrival • (MDT) 4. The SERVICE Register as Member + Pre-paid Card

30. Special Touches • Safety: • Pax to wait in • safe place, • captain will call • upon arrival; • Pax will be • dropped off • Only in bright • Safe area; • Convenience: • Multiple-trips • “Outsource • errands” • Pre-booked for • daily commute • to work/ regular • trips • Comfort: • Pax to rest/relax • Extra time to • work/read • Beauty sleep in • traffic jams

31. … Value Add: When resources are available, eg when advertising revenues allow, may set up a “Members Lounge” – for members to wait safely, in comfort and maximize waiting time, when “pink taxi” are held up or temporary all hired out. Exclusive. Privilege.

32. When resources are available, may set up a “Members Lounge” – for members to wait safely, in comfort and maximize waiting time, when “pink taxi” are held up or temporary all hired out.

34. What next? Integrate with other taxis Expand to other cities PINK TAXI Evolve Car Sharing “Being Space”

35. Part 3: How do we start?

36. The Plans

37. Vision To build an innovative and profitable transport company, to enable women to commute safely, conveniently and comfortably, while providing rewarding, flexible work for other women.

38. Resources Needed • Core Management Teams – operations and marketing tasks • Investors – funding & loans • Regulators – grants and licenses • Technology providers • Associates – workshops, car dealers • Press – to get new members

39. Authorities • To give green light/ licenses; • To provide grants/ loans • Look for women who need work – single mothers, unemployed graduates, handicapped ..etc • Some privileges – open space, lanes use, road tax

40. Investors • Public/ Private/ Organizations/ Venture capitalists • Provide start-up funds; • IPO Planning – Exit strategy

41. Associates • Car manufacturers • Bankers • Insurance brokers • Lawyers • Workshop – full range • Car wash

42. Individuals • Leaders – core management team • Trainers – technical/ soft skills • Lawyers/ Accountants • Call Centre agents • Captains! • Marketing genius

43. EXIT Plan • Business model – “taxi rental” or transport company? • Government-owned, private or JV? • Sell to bigger transport corporations

44. Thank You! Presented by Hazel Sia 012-2148178 hazel@mycomsolutions.com October 2008