Leading the Way with Love

Small and Medium Sized Business

Remember: Problems lead to solutions
 Acknowledgement

● We would like to express Our sincere gratitude to Our Entrepreneurship & introduction to
SMEs Management professor, Prof. Amr Sukkar for his guidance and support throughout
our Entrepreneurship & Intoduction to SME’s Management course in the MBA program.
● Prof. Amr Sukkar passion for SMEs and his commitment to excellence were evident in
every class. He challenged us to think critically about the complex issues facing
Entrepreneurship & SME management today, he provided us with the tools and knowledge
we need to succeed in Our careers.
Problem & Solution: Difficulty finding reliable rides. offers
● on-demand transportation
We would also with
like to thank ourtransparent
classmatesfares.
for their insights and support. We learned a lot
Competition: Taxis, ride-sharing services (potential for saturation).
from each other, and we grateful for the opportunity to have shared this experience with such
Market Trend: Growing demand for convenient transportation options
a dedicated and intelligent group of people.
● We are confident that the skills and knowledge gained in this program will be invaluable in
our future careers. we look forward to using our education to positively impact the world of
entrepreneurship & SME’s Projects.
 Team Members

Ahmed Adel Abdelbari Maged Ibrahim Mahmoud Amira Mohamed Mina Edward Wilson
Ahmed Samir Hammoud Asmaa Youssef Atia
Nasser AbdElMagied

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 What Is MOM’s CAR?
​MOM’s CAR aims to Here at MOM CAR, we
MOM’s Car provide safe bridge the gap in MOM’s CAR provides want women and our
transport and economic transport inequality, an an opportunity for kids to focus on where
freedom to women and obstacle preventing women to generate they need to go
Kids across the country women from reaching their income on their without apprehension
their full potential.. schedule. about how they'll get
there safely.
 01 Introduction

02 Objective

03 Idea assessment

MOM CAR 04 Feasibility Analysis

 Situation Analysis
Table Of Contents PESTEL
PORTER’S FIVE FORCES
 Service Feasibility Analysis
 Financial Feasibility Analysis
 Entrepreneur Feasibility Assessment

05 Business Model Canvas

06 Conclusion

07 Q&A
 Introduction
How frequently do both parents in
families work extended hours without On how many occasions have
any breaks, thereby allowing no time parents thought of a reliable
for their personal family needs? female driver for their children
but failed to find one?

How often do parents need to ask or

request their supervisors to pick up
their children from school?
How many females avoid to have uber How often do parents need to
as a mean of transportation because ask or request their
of the unsafety feeling? supervisors to pick up their
children from school?
 Objective
We questioned whether there is a better way to
provide transportation for females and children and The primary objective of MuM's Car is to offer a
concluded that having a female driver will offer a secure and reliable transportation service specifically
greater sense of safety to this segment. Therefore, designed for females and children between the ages
all our drivers are female, challenging the traditional of 4 and under 16.
notion that drivers are always male (innovation new perception
and no one right)

This service not only ensures safety through GPS Additionally, MuM’s Car seeks to create meaningful
tracking and in-car cameras but also challenges employment opportunities for mothers who are
traditional gender roles by employing females skilled in handling children, thereby contributing to
“mothers” drivers. females’ empowerment and economic participation
PEST

Political and regulatory changes

01 Egypt has passed a new law (2180/ 2019 ) requiring ride-sharing apps to requires ride-hailing companies to
keep data on all rides for six months and provide it to the Ministry of Transport when asked

MoM Car is an Economic Forces

application offering 02
skilled trusted females
to drive your beloved
family members safely 03
and comfortably
Nowadays after the very high prices of cars, it became a challenge to buy a car
Provide extra source of income to females
Social forces
Both parents are working for long hours which they are unable to drive their children where they want to
go
Due to the recent accidents, parents are worried about their daughters having their ride with a stranger

Technological advantages
04 Nowadays mobiles became a substitute for many things. Using an application on the mobile became the
most easiest thing. With the advanced technology to be connected and monitoring your beloved ones
through their drive was not something easy in the past but now it became an easy thing to do

Who are the people involved in
starting this venture
Ahmed Adel HR Employment interviews
Ahmed Samir Finance
Asmaa Youssef Marketing
Amira Mohamed SW support
Maged SW development
Mina Quality control
Ahmed Adel make sure our captains
are skilled and accountable
Ahmed Samir Provide finance resources
Asmaa Youssef Using the 4Ps for better
positioning of MoM Car
Amira Mohamed Solving different
issues in the application
Maged Continues developing
improvements in the application
Mina Receiving feedback from
customer to solve any small issues to
avoid negative word of mouth
What relevant experience and
knowledge do they bring to the table ?
Do you have any core
differentiation competencies such
as technology or science?
Idea Sketch Pad
Who is the user or How does the user use your
beneficiary ? offering ?
Customer Consumer: Females + Book the drive through the
application for a single drive or
People children under 10 years old
Buyer: Females, Parents, can be upgraded to be monthly
Family (Brother, Husband) for the concurrent rides of
schools, trainings
P C
Females, Parents, Family 2 different buyers
member (Brother,
Husband)
VP Who is the economic buyer How many buyers are there ?
or decision maker ?
CC
O Value Proposition
Have a drive feeling as if your Have your family member reach safely
Core Competence mum/sister is driving you to where and comfortably where you are unable
you need to go. to drive. Well tracked on the application
Going safely and comfortable where and visually through the cameras.
MuM’s Car offering our female you need to go Feeling confident that your beloved can
skilled captains which guarantee go alone in a ride where you can share
a safe comfortable drive to the Why is the offering important
waving and words with them during the
precious family members with a to the user ? ride
full monitoring to the route and Offering
viewing the passenger through Why is the offering important to the
buyer ?
our cameras using cars with Service Mum's Car is an
Service
standards of conditions and application that we provide a safe
neatness and comfortable well tracked drive
What kind of through our female captains,
commodity ? targeting females and children
between 4 –16 years old.
Guarantee a safe ride for the
captains and the passengers Sketch it or help others to visualize it
Name and describe it
 P
Political
E
Economic
S
Sociological
T
Technological
LLegal
E
Environmental
Regulations on  Economic  Long Working Hours: The target  Mobile Application  Data Sharing:  Climate Change: Impact on
Ride-hailing Growth: segment's lifestyle of long work became a substitute for Companies operational sustainability and
Economic hours creates a need for convenient many things. Using an must retain promotion of eco-friendly
Services: Existing application on the mobile initiatives.
regulations (Law conditions in transportation solutions. This customer ride
became the easiest. data for six
No. 2180/2019) Egypt affect presents an opportunity for ride-  Electrification: Companies can
the demand for sharing services to cater to busy  Electronic word of months and offer financial incentives for drivers
regarding licensing, mouth has a great effect
ride-sharing schedules. provide it to the to switch to EVs.
vehicle standards,  CSR initiative for women's with the electronic Ministry of
services.
driver requirements, communication channels Transport upon  Hybrid Options: As a stepping
Empowerment.
and data sharing  Exchange stone, promoting hybrid vehicles
The willingness
apply to Female
of customers
Rates: to use taxis for transporting children
 Safety Concerns: Recent Uber canAdoption
 Innovation: vary ofbased on several factors: request.
can also reduce emissions
accidents have led to increased safety new technologies to
Fluctuations in  Labor Laws: compared to traditional gasoline-
Drivers. concerns, especially for women and enhance service
the Egyptian Legal status powered cars.
 Government children. This is a significant threat efficiency with
pound affect significant investment in and benefits for
Support for as it can deter potential customers.  Sustainability: Efforts towards
Mum’s Car’s cybersecurity measures drivers like
Women's  Security Concerns: A sense of reducing carbon footprint and
pricing and and policies. social security
Empowerment: insecurity exists when riding with a promoting green practices in Egypt.
revenue.  Technology under Egyptian o Carbon Footprint Tracking:
stranger, particularly for female
Initiatives • Inflation Development: labor law.
passengers and children. Integrate a feature that calculates
promoting female impact : on the Integrating advanced the estimated carbon footprint
 Preference for Familiarity:  Consumer
entrepreneurship and rising cost of tech like digital saved by choosing a ride-sharing
Families often prefer well known and Protection:
workforce cars causing a payments and GPS trip compared to driving alone.
trusted drivers, especially for Regulations to
tracking. o Route Optimization: Using
participation could challenge for vulnerable family members. This ensure quality
 Leverage AI: in routing technology to optimize ride-
benefit Female buying a new presents a challenge for ride-sharing and reliability
optimization solutions matching and route planning
Drivers. car services that rely on a pool of of services.
and customer service reduces overall distance traveled
unknown drivers.
assistant. and idling time, leading to lower
emissions
. .
 SWOT ANALYSIS

Strengths
• Unique application in Egypt that is
providing female drivers- 2 business
models (monthly subscription and on
demand ride)
• Every team member is well experienced in
his/her field
• Employment of females helps in the CSR
Opportunities
• ·CSR initiative for women's Empowerment.
• ·Leveraging urbanization and economic growth for a
larger customer base.
• ·Technological and sustainable innovations to improve
service delivery and brand reputation.

S O
• 2 different business models

The willingness of customers to use taxis for transporting children can vary based onThreat
several factors:
• Regulatory and political instability disrupting
Weaknesses
W T
operations.
• Cultural resistance for female driving.
• New to the market as we are startups • Economic fluctuations impacting acceptance and
• Need ventures and incubators to demand.
support us • Legal and environmental compliance increasing
• Start in small geographic locations operational costs.
might cause lost opportunities • The struggle to maintain cybersecurity as new threats
• 60% of new businesses fail within 5 emerge and software updates are required.
years and 75% of new businesses fail • Law number 2180/ 2019 is putting restrictions on ride-
within 10 years shares
• cash out in $ while cash in is in EGP
• High car prices makes It harder for captains to buy cars
Porter’s 5 Force Model
01
New Entry
While ride-sharing services exist,
establishing a trusted brand for families
necessitates significant investment in
building a reputation for safety and reliability.
This, coupled with potential regulatory
hurdles regarding licensing and data
security, creates barriers to entry for new
competitors.
Threat of new entrants that provide similar
application.
02
Buyers
Price sensitivity is a factor; however, families
seeking a safe transportation solution for
children and women might be willing to pay
a premium.
03
Substitutes
Traditional MuM’s Cars offer a cheaper alternative
but lack the safety features and female drivers
MuM’s Car provides. Public transportation, while
affordable, is less convenient and may have safety
concerns. Carpooling is a free/cheaper option but
relies on personal connections and might not be
readily available.
04
Suppliers
The availability of female drivers willing to
work with children could be a constraint.
05
Competitive Rivalry
Existing ride-sharing services like MuM’s Car
and Careem might offer similar services. New
entrants catering specifically to families could
also emerge.
 Service Feasibility
Analysis
Are customers willing to purchase our service?
The willingness of customers to use taxis for transporting children can vary based on several factors:

The willingness of customers to use taxis for transporting children can vary based on several factors:
ervice Feasibility Analysis
To cater to customers who need to use taxis for children, taxi companies or drivers can consider
implementing the following features and services:

The willingness of customers to use taxis for transporting children can vary based on several factors:
Child Safety Seats Driver Training

Communication
ervice Feasibility Analysis

The Parents’ Demand came based on several Factors

The willingness of customers to use taxis for transporting children can vary based on several factors:

Work Commitments Physical Disabilities & Health Issues Transportation Limitations

Safety Concerns Financial Constraints Distance

ervice Feasibility Analysis
Secondary Data:

 Number of Schools in New Cairo = 53 Schools

 Expected Population of New Cairo = 4.9 M

 Expected Children Population in New Cairo around = 19% = 930 K

The willingness of customers to use taxis for transporting children can vary based on several factors:
ervice Feasibility Analysis

Madinaty
4 to 16 Years Old

Boys & Girls

El Rehab City
The willingness of customers to use taxis for transporting children can vary based on several factors:

A class (with income 70 K)

New Cairo
B+ Class (with income 30 – 40K )
ervice Feasibility Analysis
Madinaty
4 to 16 Years Old

Boys & Girls

El Rehab City
The willingness of customers to use taxis for transporting children can vary based on several factors:

A class (with income 70 K)

New Cairo
B+ Class (with income 30 – 40K )
ervice Feasibility Analysis
Secondary Data:

 Number of Schools in New Cairo = 53 Schools

 Expected Population of New Cairo = 4.9 M

 Expected Children Population in New Cairo around = 19% = 930 K

The willingness of customers to use taxis for transporting children can vary based on several factors:
Finance Feasibility Assessment
2025 2026 2027 2028 2029
Revenues
Ride/day 10 50 55 60.5 66.55
# of Subscriptions / year 25 28 30 33 37
On Demand EGP 300,000 EGP 1,500,000 EGP 1,650,000 EGP 1,815,000 EGP 1,996,500
Subscription EGP 375,000 EGP 412,500 EGP 453,750 EGP 499,125 EGP 549,038
Total EGP 675,000 EGP 1,912,500 EGP 2,103,750 EGP 2,314,125 EGP 2,545,538
Mom's share EGP 202,500.0 EGP 573,750.0 EGP 631,125.0 EGP 694,237.5 EGP 763,661.3
Mum's share (USD) $ 4,132.65 $ 11,709.18 $ 9,709.62 $ 10,680.58 $ 11,748.63

Considered no. of captains 5.00 10.00 20.00 25.00 30.00

Capital investment
SW price & Maintenance $ 10,000 $ 2,000.0 $ 1,600.0 $ 1,600.0 $ 1,600.0
HW Hosting platform $ 24 $ 24 $ 24 $ 24 $ 24
Marketing expenses $ 600.00 $ 660.00 $ 726.00 $ 798.60 $ 878.46
Cameras and data pkgs $ 153.06 $ 336.73 $ 673.47 $ 841.84 $ 1,010.20

Total Expenses $ 10,777 $ 3,021 $ 3,023 $ 3,264 $ 3,513

Gross profit $ (6,644.41) $ 8,688.45 $ 6,686.15 $ 7,416.14 $ 8,235.97

Capital $ 13,000.0
Break Even 1.5 years
ROI 15%
inance Feasibility Assessment
trepreneur Feasibility Assessment

 Strong communication and interpersonal skills.  Knowledge of the ridesharing industry and business
 Problem-solving and analytical skills. model.

Kn
 Ability to work independently and as part of a team  Knowledge of relevant company tools and

ow
(varies by role). technologies (varies by role).

(S)

le d
 Ability to prioritize tasks and manage time  Knowledge of specific domain areas (e.g., marketing,

ills
effectively. finance, engineering).

ge
Sk

(K
)
Abilities (A)

 Ability to learn new things quickly.

 Ability to adapt to change.
 Ability to work in a fast-paced environment.
.
trepreneur Feasibility Assessment

It helps us see if our idea has potential to succeed by looking at:

 Problem & Solution: Difficulty finding reliable rides. offers on-demand transportation with transparent fares.

 Competition: Taxis, ride-sharing services (potential for saturation).

 Market Trend: Growing demand for convenient transportation options

Market
Problem & Solution: Difficulty finding reliable rides. offers on-demand transportation with transparent fares.
Competition: Taxis, ride-sharing services (potential for saturation).
Market Trend: Growing demand for convenient transportation options
 Value Proposition: Convenience, affordability, and real-time ride tracking.
 Revenue Stream: Commission on each ride.
Business Model
 Cost Structure: App development & maintenance, marketing, driver payouts, and insurance.

Overall Assessment
 Strong concept, but competition is fierce. Success relies on a large driver network, efficient pricing
algorithms, and differentiation in a crowded market.
Canvas Business
Model

Partners Activities Values Relationships Customers

• Recruitment and training of • Personalized customer • Females and kids between
• Safe and Elite
drivers. support. 4 -16 years old.
transportation for women
• App development and and children.
maintenance. • Trust-building through • Women seeking safe
• Women’s organizations. transparency and safety transportation.
• Employment opportunities
• Marketing and customer features.
for mothers.
• App development firms. acquisition. • Late arrivals/departures
for commutes (Females
• High standards of safety
• Vehicle maintenance /Kids) travelers
services.
Resources and reliability. Channels
• Skilled female drivers.
• Mobile app.
• Reliable and safe
vehicles. • Online marketing and social
media.
• Robust technology
platform. • Partnerships with schools and
family organizations.

Cost Structure • Technology development and maintenance. Revenue streams • Ride fares.

• Driver revenue share and benefits. • Subscription services.

• Marketing and operational costs. • Corporate partnerships and sponsorships

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