DIVE INTO DIVV

Angela, Helen, Rosie, Sherry

Divv should primarily target university students to maximize growth in Ontario before working on

nationwide expansion through Vancouver

RECOMMENDATION

1. Situation Analysis2. Target Market3. Phase Implementation4. Financial Forecast5. Conclusion

AGENDA

Divv’s niche is its share accessibility and enhanced security

Opportunity for security and safety brand image

Compatability of two methods of transportation brought to one location

0

1

2

3Supplier Power

Buyer Power

Threat of Substitution

Threat of New Entry

Taxi-Sharing Ride-Sharing

Focus on breaking into the taxi and ride-sharing industries should be equal

Uber and Facebook rideshare groups are the strongest competitors

PRIMARY TARGET MARKET: UNIVERSITY STUDENTS

PHASE 1:WESTERN UNIVERSITY STUDENTS

Dylan’s Day

9:30 amChecks social

media

10:30 amOn-campus advertising 1:00 pm

Free rides available!

5:00 pmDivv to dinner

date

8:00 pmDylan puts up a

ride share

9:00 pmDylan Divvs

home

The schedule of events for Phase 1 begins in January 2016

ACTIVITY DATE RANGE – 2016Meet with Western administration January – March“Dive into Divv” – Campus ambassadors contest

September

O-Week with Divv September 9-15Homecoming with Divv September 23Divvy Up the Swag! Program October – AprilDivv’s Thanksgiving October 5 – 6Halloween with Divv October12 Days of Divv DecemberPrepare for Phase 2 – Partnerships with other Ontario universities

February

PHASE 2:ONTARIO UNIVERSITY STUDENTS

PHASE 3:BC/NATIONWIDE EXPANSION

Revenue 100,000Cost of Sale 40,000

Gross Profit 60,000

ExpensesMarketing 7,000Ambassador Wages 10,000Utilities 2,400Rides 10,000

Total Expenses 29,400

Net Income 30,600

Hats28%

Touchscreen Gloves 29%

Sunglasses13%

Free Rides29%

Other 1%Marketing Expense

Projected net income after the first year of release is $30,600

CONCLUSION

Appendix 1: London serves as a better indicator for Ontario-wide expansion

VANCOUVER

• City-wide commitment to sustainability• Over 50% of residents do not commute

by cars• Growth could be inflated by users with an

environmental conscience as opposed to directly targeting university students

LONDON

• Easy to track growth through university students

• Primary focus on Ontario expansion• Most knowledge about London