UNIKIK

Miles Solomon Jonas Sota

Katy

Jennine Nwoko
Do

Kevin Chow Leo Chan Takato Ishida

The Problem
2

50%1 of students said

it takes too long to get
around campus
80%2 of students get
around campus by
walking
50%3 of students say that alternatives to
walking are either inconvenient, too
expensive, or both
1-3

Results from survey conducted by UNIKIK on UCLA

campus, Winter 2014

UNIKIK

The Solution
3

Fast: twice as fast as

walking
Convenient: carry-free,
no maintenance
Inexpensive: studentfriendly prices
UNIKIK

Market
5

TAM

SAM
8,500,000 users
$600 Million

*See references in Appendix

TM

5,000,000 users

1,400 users

$350
million

$100,000

UNIKIK

Competition
6
Speed

User
Friendly

Convenien
ce

Inexpensiv
e

Scooter
Sharing

Bicycling

Scootering

Skateboar
-ding

Walking

Cost/unit
Bicycle
Up to
Sharin
$5500/unit
g
Scoote
r
Sharin
g

$600/unit

UNIKIK

User Experience
7

1.
REGISTE
R

2.
TAKE

3.
RIDE

4.
RETURN

UNIKIK

Business Operation
8

Xootr

E-Lock Tech

In-House

Scooter fleet
Replacement
parts

Docks
Dock
maintenance
Payment
software
System
management
software

Scooter
redistribution
Scooter
maintenance

UNIKIK

Marketing Strategy
9
Awareness
2 week campaign in Fall
Bruinwalk
Flyering
Daily Bruin
Facebook page/ads
Promotional videos

Purchase/ Repurchase
2 Sided Incentive
Word of Mouth

Obtaining Leads
Competitive
membership slots
Raffle for prizes

UNIKIK

Revenue Model
10

Ownership Model

Consulting
Model

UNIKIK

Financials
11

Year 1

Year 2

Year 3

Year 4

Year 5

Revenue

$0

$50,146.84

$102,215.1
8

$144,565.7
9

$177,479.6
6

Expenses

($2,714.5)

($14,161.62
)

($24,060.13
)

($30,985.97
)

($33,142.62
)

EBITDA

($2,714.5)

$35,985.22

$78,155.05

$113,579.82

$144,337.0
4

UNIKIK

Status & Timeline

12

Talking with UCLA Admins

Current Sign a Deal by August, 2014
Status

Ad Campaign, Recruit Beta Users

Fall-Spring Design Beta Network
14-15
Summ
er
2015
Fall
2015

Install & Test Beta @ UCLA

Launch Beta @ UCLA

UNIKIK

Status & Timeline

13

Expand Beta
Winter Begin talks w/ admins at nearby
2016
unis.
Expand Beta
Spring Design Networks @ UCLA, CSUN &
2016
USC
Implement Network Expansion
Summ Install Beta @ CSUN & USC
er 2016
Fall
2016

Full Rollout
Start Beta @ CSUN & USC
UNIKIK

The Ask
14

$130,000

Equipment
Expenses:
$98000

Marketing
Expenses:
$3000

Personnel
Expenses:
$22,000

UNIKIK

Index
15

5. Market

8.
Business
Operation

11.
Financials

15. The
Ask

3.
Solution

6.
Competiti
on

9.
Marketing
Strategy

12.
Timeline

Appendix

4. Map

7. User
Experienc
e

10.
Revenue
Model

13.
Timeline

Appendix
II

2.
Problem

UNIKIK

Appendix
16

Financials

Competitio
n

Market
Sizing

Liability

Beta Map

Marketing
Strategy

Configurat
ions

Reference
s

UNIKIK

Beta
Progra
m

Market Sizing
18

Summary

TAM/SAM

TM

UNIKIK

Sizing the Market (1)

19

Enrolled Students (surveyed)

Enrolled Students (national total)

TAM
TSM
TM

Survey
279,671
163,695
1,400

666,934
20,428,000
Extrapolation
8,566,228
5,013,932
-

Value
$ 578,220,417
$ 338,440,383
$
94,500.00

Avg. Value per Customer

% of tot users value per quarter
Casual
Users
Quarterly
Subscribers

50%
50%

$
$

avg. value avg. value

per quarter per year

20.00
25.00

$
22.50

$
67.50

Sizing the Market (2)

20

TAM
Students w/ The Problem
large enough campus (~100 acres+)
% of tot. survey
Extrapolation
Value

279,671

42%
$

8,566,228
578,220,417

TSM

163,695
Students w/ The Problem & at a campus with a
sufficiently large market & good weather
% of tot. survey
Extrapolation
Value

25%
$

5,013,932
338,440,383

Sizing the Market (3)

21

TM
Students w/ The Problem @ UCLA Campus
Students who said they would use scooter
sharing
our expectation (5% of tot. undergrads)
Value

14,000
7,000

1,400
94,500.00

UNIKIK

Liability
22

Medical/Injury Liability
Unikik

will not be responsible for any personal

injury during the usage of our service
Before finalizing their payments online users will
be ask to sign a liability form agreeing that they
are liable for their own safety
The Liability Form will be written by a hired lawyer

UNIKIK

Competition
23

Costs per Bicycle

Growth in Bicycle
Sharing

UNIKIK

Costs per Bicycle

24

Operator
Capital Bikeshare
Alta Bikes (Portland)
B-cycle (Denver)
Nice Ride Minnesota (Minneapolis)
MWCOG
Average
1. Pope, Michael Lee. "Bikeshare Under
Consideration." Alexandria Gazette Packet
[Alexandria, VA] 12 May 2011: n. pag. Online
2. Andersen, Michael. "10 key details from Portlands
bike share proposal and
contract." BikePortland.org. PedalTown Media Inc.,
n.d. Web. 3 June 2014. bikeportland.org
3. "Measure Bike Share (T19)." 2012. Digital file.

Cost per Bicycle

$
4,5211
$
4,5552
$
3,3333
$
3,2003
$
3,7003
$
3,862

Back to Competition
Menu

UNIKIK

Growth In Bicycle Sharing

25

Back to Competition
Menu

UNIKIK

Marketing Strategy
26

current

Future

UNIKIK

Current Marketing Strategy Pilot

Program
B2B Strategy:
27

Build relationships with administrators and

develop excitement/need for our product

Back to Marketing
strategy menu

UNIKIK

Future Marketing and Sales

Strategy Expanding to Nearby Campuses:
28

Take Improved Methods & Strategies used at UCLA to Nearby Campuses

Undergrad
Enrollment

Campus Size
(acre)

Campus Density
(student/acre)

Projected Annual
Profit

28,000

280

100

$100,000

CS Northridge

33,800

350

97

$100,000

CS Long Beach

35,600

320

111

$110,000

UC San Diego

22,700

250

91

$70,000

CS Los Angeles
UC Santa
Barbara

21,750

175

124

$70,000

19,000

280

68

$60,000

USC

18,300

230

80

$60,000

University
UC Los
Angeles

Back to Marketing
strategy menu

UNIKIK

Configurations
29

Locker-1sided

Locker-Wedge

Locker-2sided

Scooter
maintenance
schedule

UNIKIK

Lockers One Sided

30

Back to Configuration
Menu

UNIKIK

Lockers Two Sided

31

Back to Configuration
Menu

UNIKIK

Lockers Wedge
32

Back to Configuration
Menu

UNIKIK

Scooter Maintenance Schedule

33

Unit
Rear Brake Pad
Front Brake Pad
Rear Wheel
Front Wheel

Back to Configuration
Menu

$
$
$
$

Price
11.21
11.21
24.71
22.46

Replacement Cycle
1 year
1 year
3-5 years
3-5 years

UNIKIK

Financials
34
Expansio
n
expenses

Start-up
Cost
Assumptio
ns

Projected
Cash
Flows

The Ask
Pricing
Model
Investmen
t Required

Balance
Sheet
Projected
Income
Statement

Key
Drivers

Operating
Expense

UNIKIK

Pricing Model
Daily Casual
Quarter Membership

Collectible Late Return Fees: 30 mins

Collectible Late Return Fees: 60 mins
Collectible Late Return Fees: 120 mins
Collectible Late Return Fees: 180 mins
Collectible Late Return Fees: After 180 mins
Lost and Damaged Penalty
Back to Financial
Menu

$
2.00
$
$
1.50
$
3.00
$
6.00
$
$
$

30.00

10.00
20.00
200.00

UNIKIK

Startup Costs for UNIKIK System

(3 Phases of Expansion)
Item

QTY

Unit Cost

Total Cost

Intelligent Locker
System

300

$200

$60,000

Scooters

150

$200

$30,000

Utility Cart

$4000

$8,000

Operating
Expense

N/A

N/A

$41,000

TOTAL

Back to Financial
Menu

$139,000

UNIKIK

The Ask
37

Back to Financial
Menu

UNIKIK

Investment Required

Back to Financial
Menu

UNIKIK

Key Drivers
1.

2.

3.
4.
5.

Customers: Frequency of Purchase, Types of

Purchase
Assets Acquisition Cost: Locker System and
Scooters
Scooter Utilization Rate
Enrollment Rate
Customer Attrition Rate (Customer Lost Upon
Graduation)

Back to Financial
Menu

UNIKIK

Assumptions
Estimated Customer Composition
Daily Casual

50%

Quarter Membership

50%

Proportion of Rides Incurred Late Fees

Collectible Late Return Fees: 30 mins

5.0%

Collectible Late Return Fees: 60 mins

2.5%

Collectible Late Return Fees: 120 mins

1.5%

Collectible Late Return Fees: 180 mins

1.0%

Collectible Late Return Fees: After 180 mins

0.3%

Lost and Damaged Penalty

0.1%

Annual Customer Growth Rate

Annual Customer Attrition Rate

Back to Financial
Menu

25~40%
25%

UNIKIK

Projected Income Statement

41

Summary

2017

2015

2018

2016

2019

Back to Financial
Menu

UNIKIK

Projected Income Statement

Summary

Back to Income Statement

Menu

UNIKIK

2015 Projected Income

Statement

Back to Income Statement

Menu

UNIKIK

2016 Projected Income

Statement

Back to Income Statement

Menu

UNIKIK

2017 Projected Income

Statement

Back to Income Statement

Menu

UNIKIK

2018 Projected Income

Statement

Back to Income Statement

Menu

UNIKIK

2019 Projected Income

Statement

Back to Income Statement

Menu

UNIKIK

48

Financial Summary:
Operation Expansion to 3
Universities

Back to Financial
Menu

UNIKIK

Projected Cash Flow Statement

Back to Financial
Menu

UNIKIK

UNIKIK Balance Sheet

Back to Financial
Menu

UNIKIK

Operating Expenses
51

Operating
Expense

Back to Financial
Menu

Marketing
Expense

UNIKIK

Calculations for Operating

Expense

Back to Operating
Expense Menu

UNIKIK

Marketing Expense

Back to Operating
Expense Menu

UNIKIK

References
54

1. U.S. Census Bueau, Statistical Abstract

of the United States. "Table 278. Higher
Education - Institutions and Enrollment
1980 to 2009." 2012. Digital file.
2. https://batchgeo.com/map/us-citiesrainy-days-per-year

3. nces.ed.gov
UNIKIK