UBER

T H E N E X T G E N E R AT I O N C A R
S E RV I C E
 TA B L E O F C O N T E N T S

01 Cabs in2008
07 UberCab.com
13 Technology
19 SmartPhones,Aug20
08

02 The Medallion
System 08 Use Cases
14 Demand Forcasting
20 Future Optimizations

03 Uber Cab Concept

09 User Benefit
15 Overall Market
21 Marketing Ideas

04 1-Click Car service

10 Environmental
Benefit 16 Composition of
Market 22 Location-Based
Service

05 Operating Principles
11 Uber Cab Fleet
17 Target Cities
23 Progress to Date

06 Uber Cab Apps

12 Initial Service Area
18 Potential Outcomes
24 End
CABS IN 2008

Most use aging & inefficient technology

• Radio dispatch, no 2-way communication
• Most common car, Ford Crown Victoria = 14mpg

Hailing is done by hand or phone –

• No GPS coordination between client/driver
• Significant fareseeking or “dead-time”
THE MEDALLION
SYSTEM
Taxi-monopolies reduce quality of service
• Medallions are expensive, and drivers underpaid.
• Medallions cost ~$500k, drivers make 31k
• No incentive/accountability for drivers/clients

Digital Hail can now make street hail

unnecessary
UBERCAB CONCEPT

• A fast & efficient on-demand car service

• Market: Professionals in American cities
• Convenience of a cab in NYC + experience of a
• professional chauffeur. But in SF and NYC
• Latest consumer web & device technology
⚬ Automate dispatch to reduce wait-time
• Optimized fleets and incented drivers
• The “NetJets of car services”
1-CLICK CAR
SERVICE
Must be a member to use the service
• Professional and trustworthly clientele
Not hailed from street
• So no medallion licenses are required, since clients
are service members & use digital-hail
Guaranteed Pick-up (unlike a Yellowcab)
• Mobile app will match client & driver – See photos of
each other
KEY
D I F F E R E N T I AT O R S
• Members Only - Respectable clientele
• 1-click hailing – “Pickup here in 5 mins”
• Fast Response time – easier than calling
• Luxury automobiles – Mercedes Sedans
• Great drivers – “Rate your trip” feature
• High-tech solution: Geo-aware auto-dispatch
• Optimized fleet – Logistical LBS software
O P E R AT I N G
PRINCIPLES
• Luxury service on-demand
• Modern and fuel-efficient fleet
• Customer-focused, computer-coordinated
• The best end-user experience possible
• Statistically optimized response time
• Pre-paid, cashless billing system
• Profitable by design
UBERCAB APPS
1-Click request from Geo-aware devices
SMS from any phone: “pickup @work in 5”
UBERCAB.COM
Book Trips, show Fleet status, trip history
Pre-specify locations with labels + coordinates
• To enable easy texting of pickup locations
Google Maps integration
• Lat/long for “home”, “bob-work”, “alice-apt”
USE-CASES

• Trips to/from restaurants, bars & shows

• Fast local transport where parking isn’t easy
• Airport pickup/dropoff (pre-scheduled)
• Working while commuting (wifi in cars)
⚬ 3 person rideshare to a South-Bay campus
• Dropping off Kids at School
• Elderly transport
USER BENEFITS
• Cabs don’t guarantee pickup, can take 45
mins
• Cab aren’t as safe or clean as limos
• Car services require 1-3 hours notice
• Car services transfers average over $60 + tax

• UberCab would be faster & cheaper than a

limo, but nicer & safer than a taxicab
E N V I R O N M E N TA
L BENEFITS

Better Utilization of Vehicle Resources

• In NYC, 35% of time is spend looking for fares
• In less dense cities, can be over half “dead-time”
• As swarm size increases, efficiency will improve

Hybrid vehicles (2x efficiency of a cab)

• Mercedes S400 BlueHybrid, Lexus GS-450h
• Reduce carbon footprint, better use of time in
car

Ridesharing/Carpooling incentives – lower rates

• Trip to SFO, or Ballpark to Marina after a game
UBERCAB FLEET

• Premium – S550 for SF Beta clients • Standard – Lexus GS450h or e320– 23mpg
• 30mpg with S400 BlueHybrid (in 2010) • Existing cab/towncar fleets get 14-16 mpg
INITIAL Central SF to Start, Manhattan soon after

SERVICE AREA
TECHNOLOGY

• Mobile phones + intelligent scheduling

⚬ Applications for iphone, blackberry, symbian
⚬ Operations research for route optimization
• Payment/utilization/reputation tracking
• Patent-pending system design
DEMAND
FORECASTING
Cars hover in statistically optimized positions
• minimize expected pickup time given hour of
week & weather/traffic conditions
OVERALL MARKET
• $4.2B annually and growing
• Top 4 players combined only 22% of revenues
COMPOSITION OF MARKET
• Focus on Urban service on-demand
• 2007 Market
TA R G E T C I T I E S
• Focus on SF/NYC to begin
• Expand to LA, Chicago, Houston, PA, Dallas
⚬ This covers 50% of entire US market
POTENTIAL
OUTCOMES
• Best-Case Scenario
⚬ Becomes market leader, $1B+ in yearly
revenue
• Realistic Success Scenario
⚬ Gets 5% of the top 5 US Cities
⚬ Generates 20-30M+ per year profit
• Worst-Case Scenario
⚬ Remains a 10 car, 100 client service in SF
⚬ Time-saver for San-Francisco based
executives
S MA RT P H O N ES ,
AUG2008
FUTURE
O P T I M I Z AT I O N S
• Cheaper cars by buying used
• Less expensive hybrid vehicles (prius)
• More accurate GPS technology
• Discounted rates for Sun-Tues multi-hour bookings
• Pay premium for on-demand service
• “get here now” costs more than “tomorrow at 5pm
MARKETING IDEAS
• YellowCab is the only recognizable brand
⚬ Become the ubiquitous “premium” cab
service
• Invite Only, referred from an existing member
• Possible slogan: The One-click cab
• The NetJets of Limos
• Cabs2.0
L O C AT I O N - B A S E D
SERVICE

• Extend infrastructure to other LBS applications –

Delivery, non-critical medical/governmental use
• Growing to a $3.5B industry by 2010
P R O G R E SS T O D AT E
• Ubercab.com reserved + “ubercab” SMS code
• California LLC + trademark filed
• Iphone dev license applied for Nov28,08
• Bank Account + Paypal account created
• 5 advisors & 15 clients now recruited
• Provisional patent filed
NEXT: buy 3 cars, develop app, Feb1st demo –
Raise a few million, small-office + GM in SF
C O N TA C T U S

E-mail [email protected]

Website UberCab.com

Phone +123-456-7890

Address 123 Anywhere St., Any City, ST 12345