Blink Traffic: Stevia Angesty Ian Christopher Michael Feng Richard Kidarsa

1. Final Project Report • Blink Traffic: Stevia Angesty • Ian Christopher • Michael Feng Richard Kidarsa Stanford University ENGR 245: The Lean Launchpad Winter 2011

2. Initial Product Idea • Mobile application providing crowd-sourced real time traffic map in developing countries Lahore Shanghai Jakarta Bangkok

3. Meet the Team Michael Feng Background: Investment Banking and Private Equity in Asia Expertise: Finance, Marketing Role: Financials, Strategy Stevia Angesty Background: Engineering, Business Expertise: Indonesian connections, logistics experience Role: Liaising with customers and partners, market research Ian Christopher Background: Computer Science Expertise: Programming Role: Technical framework, server-side development Richard Kidarsa Background: Engineering Expertise: Programming, Indonesian connections Role: Client application development, website

4. Business Canvas 1

5. What we did (part 1) • Interviewed market leader in traffic information services • Interviewed 8 corporate customers in Indonesia

6. Inrix Interview Public Sector Automotive Media Mobile Market Leader in Traffic Data Services Customer Segments:

7. Pass/Fail

8. Customer Segment: Corporate Interviewed 8 potential business sector customers: “We have our own proprietary traffic system” “Traffic is driver’s responsibility. We will evaluate the fuel usage” “We only give out limited number of corporate Blackberries to employees” “Tardiness is tolerable. We use motorcycles if it is too late” T c c

9. Customer Segment: Corporate The Dispatchers: Sounds cool. It’d be more efficient than relying on drivers. Customer Archetypes Users

10. Customer Segment: Corporate The Managers: We’d love to have the app if it works Customer Archetypes Users Influencers and Recommenders

11. Customer Segment: Corporate The Procurement Dept: Our drivers know the the traffic better than you! Customer Archetypes Users Economic Buyers, Decision Makers Influencers and Recommenders

12. Customer Segment: Corporate The Drivers: Are you questioning our expertise? Archetypes Users International, local, large, and small companies Economic Buyers, Decision Makers Saboteurs Influencers and Recommenders

13. Pass/Fail FAIL

14. Customer Segment: Corporate Good Drivers + Fuel Usage Tracking High Acquisition Cost Huge Penetration Barrier Corporates are not our initial target market

15. Business Canvas 2

16. What we did (part 2) • Interviewed market leader in consumer traffic applications (Waze) • Interviewed 2 Indonesian web startups • Surveyed 98 Indonesian commuters

17. Waze Interview 100% crowdsourced traffic targeting consumers Recently raised $25 million Series B round • How did they grow? • What markets are they focusing on? • What are the key challenges? • How do they make money? Social and gaming features North America Data costs, cultural differences They don’t…yet

18. Jagoan Interview User friendly interface while looks savvy User Loyalty SLOW connection * Indonesian Social App * Partnered with Retail Companies

19. Disdus Interview Troublesome payment method Hard to monetize before critical mass * Indonesian Groupon * Potential partnership for advertising

20. B2C Customer Feedback • 1h spent in heavy traffic (<6mph) per day • $8 on gasoline per day 98 web and phone surveys in Indonesia • 2½h spent in car per day

21. B2C Customer Feedback 20% of reduction in heavy traffic would save a person1: 50h saved per year $42 gasoline costs per year2 Blink Subscription: $1 1. Assumes 5 working days per week and 50 workweeks per year 2. Assumes gasoline usage is 30% of normal usage during heavy traffic /month

22. B2C Customer Feedback • Plenty of time to use mobile devices while commuting 120 web and phone surveys in Indonesia 46% CARPOOL 52% USE DRIVERS • Motivated by 3-person HOV lanes • Alternative: pay “carpool jockeys” $2.50 per trip

23. B2C Customer feedback1 Conclusion: Focus on Blackberry first and iPhone/Pad second 1. Data obtained from web and phone surveys of 120 potential customers Blackberry leads usage but iPhone/iPadsimportant

24. B2C Customer feedback1 Community and game mechanics are critical to driving usage and virality 1. Data obtained from web and phone surveys of 120 potential customers

25. Business Canvas 3

26. What we did (part 3) • Assessed market size • Tested demand creation via website

27. How Big is the Market? China:Beijing, Shanghai, Shenzhen Total cities: 24 Total mobile users: 203.7 million North Asia ex-China: Taipei, Hong Kong, Seoul Mediterranean: Istanbul Latin America: Mexico City Africa: Cairo, Lagos SE Asia: Jakarta, Surabaya, Bangkok, Singapore, Kuala Lumpur, Manila South Asia: Mumbai, Delhi, Kolkata South America: Rio de Janeiro, Sao Paulo, Bella Horizonte, Lima, Santiago. Buenos Aires • Located outside the U.S., Western Europe, and Australia • Mobile penetration rate * population >= 4 million • Population density >= 2500 per sqkm • GDP growth rate >= 5%

28. Market Growth Plan Detailed income statement and assumptions in Appendix

29. Success Depends on Virality > Churn Ratio of early stage viralityrate to churn rate = 2.00x

30. Success Depends on Virality > Churn Ratio of early stage viralityrate to churn rate = 1.50x

31. Success Depends on Virality > Churn Ratio of early stage viralityrate to churn rate = 1.0x

32. Demand creation via website 2 1 3 Doesn’t show the product “Not a landing page” No Indonesian version

33. Demand creation via website - results People need to use the product for us to maximize learning

34. Business Canvas 4

35. What we did (part 4) • Developed server backbone integrated with OSM and Hadoop • Built a working Blackberry application • Iterated based on user feedback • Talked to potential partners

36. Server Backbone with OSM and Hadoop BLINK DATA OSM DATA MAP MANAGER TRAFFIC DATA USER/EVENT MANAGER Front End AGGREGATION Client

37. Blackberry application testing • Iterate through different versions Ver1 Ver2 Ver3

38. First release issues Device cannot connect to internet Different provider setting for Indonesia Downloading problems Fix website, Provide instructions People don’t want to leave feedback Pop up window to force people to give feedback

39. Second release issues Bad GPS signal Use data-assisted GPS Users dislike Pop-ups Show instructions and pop-up once Users have old Blackberry OS Support older OS

40. Second release feedback result User wants to see their friends Want traffic data So far 50 downloads

41. Third release Implemented chatting User can locate others on map 20 downloads since release 3 days ago 5 new users introduced via sharing Feedback on 3rd release: Privacy Battery life Implement privacy toggle Adjust server ping rate

42. Key Partners AGM Large companies are hard to negotiate. Blink will focus more on partnering with other Startups

43. Final Business Canvas

44. Epilogue: What we learned • MVP has to include virality, not just traffic • Legal-ese is difficult to handle. It took us a long time to understand this • Users need to test the product in order to maximize learning • We need to assume that users are technically illiterate • Simplicity is everything from the user’s perspective • Users who like our idea are not the same as early adopters / promoters • Need to balance tech planning and implementation • Difficult learning curve to master technologies like EC2 and Apache • Blackberry is not developer-friendly and it spreads to the server • Getting user feedback is a lot harder than we originally thought • Difficult to approach customers large and small the second time around • From mindsets to trends to technical literacy, the tech landscape is different in parts of the world. • We cannot spend too much time thinking off / writing an elegant solution, but you also cannot write garbage • Code organization really starts to become more and more important as you LOC grows. By 5,000 LOC it will be crucial to have a well organized code base. • User mindsets and technological environment differ tremendously from market to market • MVP has to include virality, not just traffic • Legal-ese is difficult to handle. It took us a long time to understand this • Users need to test the product in order to maximize learning • We need to assume that users are technically illiterate • Simplicity is everything from the user’s perspective • Users who like our idea are not the same as early adopters / promoters • Need to balance tech planning and implementation • Difficult learning curve to master technologies like EC2 and Apache • Blackberry is not developer-friendly and it spreads to the server • Getting user feedback is a lot harder than we originally thought • Difficult to approach customers large and small the second time around • From mindsets to trends to technical literacy, the tech landscape is different in parts of the world. • We cannot spend too much time thinking off / writing an elegant solution, but you also cannot write garbage • Code organization really starts to become more and more important as you LOC grows. By 5,000 LOC it will be crucial to have a well organized code base. • User mindsets and technological environment differ tremendously from market to market

45. Epilogue: “You gotta be in front of the wave to catch it” • Is this a viable business? • Potential to solve a hair-on-fire problem for a huge and growing market • Small capital investment needed to validate business model • High ROI • Will we pursue it after the class? • YES!

46. Business Canvas Change Progress 1

47. Business Canvas Change Progress 2

48. Business Canvas Change Progress 3

49. Business Canvas Change Progress 4

50. Business Canvas Change Progress 5