Project -

CabWala
Made By :
Gaurav Aggarwal
Overview

01 Introduction
02 Research

Problem Statement; Factors Influencing; Impact

Objective; Assumptions and Problem Prioritization

03 Solutions
04 Validation

HEART Analysis; Value

MVP; Long Term Solution
Proposition
Problem Statement
A prominent ride share company based in a major metropolitan city is seeing that
the number of riders to the city’s airport far exceeds the number of riders looking
for a ride back home from the airport.
Let the company called as CabWala.

Objectives Assumptions
● To find problem and influencing ● For ease of solving I am considering
factors. Chennai Airport.

● Demand/Supply and Price Issues.
● To build MVP and Long Term
solution and success metrics for the
same.
● Since Drop offs > Pickups it's safe to
assume that cab availability around
airport (Supply) is not a issue during
normal timing.
 Research
Breaking Down the problem
Finding influencing factors & their impact
Supply/Demand/Price issues
Hypothesis for less Pickups
Problem Factors Affecting
the problem
Availability of Cheaper Options
Why people don’t book
cabs for airports (pickups) Friends & Family come to
Pickup
Cab Pick Up Point
Waiting & Booking Time
How easily are the cabs
available? Surge Pricing (During Peak
hours)
Driver side Cancellation
Explanation
Like Shuttles, Auto, Metro, etc
- less demand.
Whether it is prominent or not /
Distance from Arrival gate
Might because of Supply Issue
(Demand ↑, Price ↑ &
vice-versa)
(Supply ↑ Price ↓ & vice-versa)
If he gets Too Long / Too Short
ride
Impact On
(Rider/Driver/CabWala)
Business and Driver suffer due to
Bad experience for riders and also
result in cancellations.
Bad experience for riders and can
also result in cancellations.
More option availability and high
prices can lead to less bookings
numbers.
Bad experience for rider, putting him
back to step 1 of booking.
 Hypothesis for less Pickups

Problem Factors Affecting the Explanation Impact On

problem (Rider/Driver/CabWala)
Local Transport Union Might cause problem for our Cab Drivers are not able to get
cab drivers to get rides. pickups despite having the demand.
What might other
Competitors doing?
Aggressive Marketing, Better Better brand awareness CabWala might not be on top of
Services & Pricings head of people during pickups.

Network Connectivity Airport might have bad
coverage
Miscellaneous
Airport Regulations & Charges Contract, Waiting & Parking
Charges
Rider are not able to book a cab
during pickups.
Drivers have to pay extra charges
leading to Price Hike for riders.

References:
Why Does Airport Pickup Cost More? - Freakonomics Freakonomics; These are the Cheapest Days of the Week to Fly (2021) | Airfarewatchdog Blog

Why are airport taxis' cost so high in Bangalore? - Quora; How Much Do Airport Fees Add To Your Uber or Taxi Ride? (parkshuttlefly.com);

Commercial passenger air traffic remains stagnant - The Hindu

Problem Prioritization
H - High; M - Medium; L - Low

Problem Impact on Driver Impact on Rider Impact on Business Priority

Locating Pickup Point H H H 1

Airport regulation & H H H 2

Charges

Driver Cancellation L H H 3

Waiting / Booking Time M H M 4

Surge Pricing L H L 5

Alternative Modes H L H 6

Marketing M L H 7

Friends and Family M L M 8

Pickup
 Solutions
Focused to optimise the Supply Demand
Building the MVP
Long Term Solution
Success Metrics
MVP (Short Term Solution)
1. Walkout and get Picked
○ During the peak hours in order to avoid surge pricing, less cabs on airport and airport
charges - we can give option to users to walk out of the airport and get picked on main road.
○ Things to be done internally
■ Cabwala will have to decide pickup point.
■ The cab search range need to be increased a bit only during airport peak hours to
match drivers and riders efficiently.
○ Benefit of feature:
■ No problem from local cab unions at airport.
■ Reduced price due to no airport fees involved.
■ Demand optimization inside airport - as some users will move out.
■ New cab drivers plan to get rides.
2. Forecasting Peak Hours
○ CabWala can use airport data to forecast the demand as per the numbers of flights landing
during a particular time frame.
○ According to the demand, supply of cabs can be pushed
■ By Incentivising drivers around airport to reach airport around peak hours.
■ By notifying the drivers (dropping at airport) to stay back.
MVP (Short Term Solution)

3. Better Pickup Point visibility

○ On App Changes
■ Better Guide path to reach pickup point.
■ Offline Zoom Map option for the same.
○ Physical Changes
■ Better location (Less distance from Arrival gate)
■ More Visible Landmarks (Like Flags, Light Logo, etc)

Success Metrics to optimize MVPs and improve results

Request Ratio = % Pickups / % People Checking Expected price {compared to any non airport location}
Market Share = #people using cabwala / total people arriving at airport {Daily, Weekly, Monthly}
Cancellation Ratio = % before pickup / % successful booking
Overall Metric = #pickups - #dropoffs {Daily, Weekly, Monthly}
 PreBook with PNR (Long Term Solution)

How it works for a user travelling (Delhi to Chennai)

1 During Drop Off ride at Delhi

- User chooses CabWala for booking a cab to reach Delhi Airport. It is safe to assume that he will
also require a cab on his arrival at Chennai airport.
- Hence as soon as he starts the cab to Delhi Airport, app will send him a push notification to avail
the option of PreBooking a ride from Chennai Airport at a discount after providing flight PNR.
PreBook with PNR (Long Term Solution)

2 What happens at Backend

While user is travelling, CabWala can get his flight status (if delay or not) from his
PNR, accordingly can forecast the demand and can arrange his cab at right time
without user facing surge pricing.

3 During Pickup at Chennai

As soon as user phone gets connected to network, app will send a notification &
check the status updated by user (in lobby, luggage collection, etc) and can get his
cab ready. User will receive the cashback or discount once the ride starts.

Note:
Only this step can
be used as a MVP
to this feature
Validation
HEART Analysis
Value Proposition
HEART Analysis
GOALS SIGNALS METRICS
- User providing feedback.
User finds feature helpful - Ride Ratings.
Happiness and easy to use.
- Providing 5-star ride
- NPS.
rating.

User opens the notification - Avg app session

Engagement during drop off ride.
- Spends more time on app.
- Notification CTR

- Using a new feature. - # PreBook Completion

Adoption User enters PNR number - Conversion of 1st time - # PNR Entered/Total
user to regular user. notifications sent

- Time spent on the

User opens the app after
- Staying active on app. feature.
Retention landing to check the cab
- Updates the status - User Status Update/
booking
Prebooking

- Completing task
Task Success User reaches his destination. efficiently and receives - #pickups - #dropoff
cashback
Value Proposition by solutions

For CabWala

- Increase in pickups from airport.

- Better Demand and Supply management as Cabwala will be able to forecast incoming
demand from passengers and can arrange supply at destination airports.
- Way to overcome Airport Fees and run operations
- Better Brand visibility

For Rider: For Driver:

- Less waiting/booking time. - Opportunity to get more Incentives during peak hours.
- Better pricing and extra discounts. - Better chances to get a ride once coming to drop at airport.
- Hustle free travel experience. - Less friction from local airport unions.
THANKS
Do you have any questions?

Gaurav Aggarwal
gauravaggarwal_manu@srmuniv.edu.in
9805569686
Linkedin