DACSEE

Online transportation apps such as Uber, Grab, and Go-Jek have disrupted traditional taxies and ojeks.
But recently a new entrant has attempted to disrupt the disrupters. Dacsee-short for Decentralized Alternative
Cabs Serving & Empowering Everyone, started in Thailand at the end of 2017 and it planned to launch in
Malaysia in April 2018. Indonesia is a next possible destination. Dacsee uses community models such as
blockchain and multi-level marketing to manage and control the drivers and thus promises better safety for
passengers. Details about the company can be browsed online.

If you were the CEO of Dacsee and in the process of entering Indonesia market:
(1) How is the business landscape of online transportation app in Indonesia? Please use the 4C
models for your analysis.

4C Models (Change, Customer, Competitor, Company) can use TOWS (Threats, Opportunity, Weakness,
Strength) Analysis to analize business landscape comprehensively.
TOWS Analysis
Threats Opportunity Weakness Strenght
▪ Revolt from ▪ Social culture ▪ Trial System / New ▪ Mobile and desktop
Conventional-Driver ▪ Digitalization Era ▪ No Safety Guarantee Platform / Practical
▪ Local Government ▪ Customers prefer to ▪ Have no strong laws ▪ Easy Payment
Policy be practical ▪ Big Invest value ▪ Lower Price
▪ Internet Trouble ▪ Almost all people ▪ Transportation ▪ Transparancy Tarrif
▪ Tax System have mobile platform Subsidies ▪ Easily to use (user
▪ Unexplore Business interface)
segmentation ▪ Independent
▪ High Consumtion Company /
Market Organization
▪ Empowering People

Based on TOWS Analysis, then combined on 4C Diamond Models below

Change :
1. Social culture on Indonesian are support and acceptable service that can make them more practical and easy
to use, with a high consumtion capacity even almost every people has used smartphone in their daily activity,
it can make indonesian socio cultural compatible with the service of online transportation apps offer’s.

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2. Market in Indonesia is variative and change so fast, in this era, people prefer to be practical in every service
and product, it can make online transportation apps has so many chance to offer unexplore service to the
market.
3. Politic-Legal became one of factors affecting bussines in Indonesia, all bussines work must be related on the
regional politic legal. If policy changes, the product and service in bussines has to changes too.
4. Technology always grow and change, in digitalization era people compete with others to product a new
technology, technology always being important factor in bussines. By technology, people can get what they
want in one application.
Customer :
Customer demand is variative, some people looking for value, some people looking for luxury, and the other people
looking for safety, we have to know about customer demand then we can target what kind of service we offer to
customer. Online Trasnportation App offer the service related with custumer demand now, in future, if customer
demand change, online transportation app have to develop new service to keep their existence.
Competitor :
Traditional (conventional) Driver will become a competitor to online driver, all customer needs (Practical, Easy to
use, Low Price, Transparancy Tariff) make the online driver keep in strong position.
Company :
Change, Customer, and Competitor Should be Threat, and Opportunity, it has effect to Company’s Position, we
have to manage all factor to strengh company’s position, or make the opportunity reduce the weakness. For
example : to reduce government policy issue, we can offer to the government to make a new regulation of online
transportation, cause online transportation give more benefit to the driver and customer even online transportation
Company give many people a job (help reduce economic issue).
In this case, opportunity and strong’s factor has higher value than threat and weakness.

(2) Create a conceptual market segmentation of online transportation in Indonesia and decide which
segment(s) you would like to target

Market Segmentation of Online Transportation in Indonesia will devide on some of the following Approaches:

Demographic Geographic Psychographic Behavioral

• Variative Age • Urban Region (for • Looking for Safety • Practical
first Launching) • Digitalization lifestyle • Transparancy
• Economic Demand Tariff
• Easy to use
• Chance to make
own profit
• Car driver / Taxi

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 • Community and
Group
Based on table that shown, i’ll focus on Psychographic and Behavioral wich is the key of the bussiness.

Psychographic
Market Segmentation of Online Transportation
Lifestyle and Economic
Application Looking for Safety
Demand
Practical Customer with the other benefit
(lower price, easy payment, easy to use vv v
Behavioral app)
Community / Group that want a Chance to
v vv
make own profit and Business
Customer segment targetting has limit to 2 point, there are :

1. Practical customer that use online transportation need to safety guarantee;

2. Customer want to make profit cause of economic demand Like Taxi Community

To know about Value Proposition, then use a business model canvas

Customer Job 1. Looking and find Transportation

2. Choose Transportation
3. Smartphone Oriented
4. Pay for service
5. Driving Car
6. Drop Off Passenger
Pains 1. Hard to find Transportation
2. Takes a lot of time
3. Worry about strange driver
4. Low quality services
5. Services legality
6. For driver, have Concern about Customer
Loyality
7. Target Chase system (for Driver)
Gains 1. Easy Payment
2. Can choose Driver and Transportation
3. Safety and Secure Guarantee
4. Fix Tariff
5. More discount

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 1. Saldo Account, can use virtual payment (1)
2. It is Possible to choose driver again (driver
that Customer used before) by search it in
hystorical data (2,3)
3. All Transaction will monitor by minimum 5
other driver in the same range area (3)
4. Tarif will show up after customer choose a
service (4)
5. Driver and Customer will get lower price if
Gain Creators they do frequently drive (5)
6. Comission is not only come from driving,
driver can help Dacsee management to
verify and monitoring other drivers (7)
7. Chance to make own bussines for Driver to
create their own community, and get the
commision by recruit other driver to their
community (7)
8. Low price sharing between Dacsee with
Driver
1. Customer has privilage acces to choose
driver that they know or choose by
Hystorical Transaction or by driver services,
it can be Easier and faster to find
Pain Relievers transportation (1,2,3,4)
2. Transportation Online will get support by
government (5)
3. The Driver can accept and share thier
Customer to their community (6)
Products and Services Online Transportation Application :
Dacsee

By Analize Bussiness Canvas, then the Cutomer Segment, Value Proposition and targeting are :

“Our Apps Service Helps Customer who want to get transportation (for Passenger) or customer (for driver) easier
and safety by reducing Customer Concern about Loyality, Service Issue, Safety, Legal Issue and Enabling more
functional benefit service to customer and driver like : privillage access, create own community, get commision”

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(3) What is the ideal positioning for Dacsee in Indonesia and how would it attract customers away
from existing players?

To Analize the ideal positioning in Indonisia, will use STV Triangle : Positioning – Differentiation – Brand (PDB).

1. Positioning (Strategy)
Online Transportion application in Indonesia has big market share, if Dacsee will Try to give product and
serve with the same market segment like current Competitor, it will hard to get the customer. With the same
system (online Transportation), Dacsee has to find another market. That’s why Dacsee Should Focus on :
a. Taxi Company, Rent Car Group, Car Travel
b. Only Car Transportation (Primary)
c. Other Community / Group Transportation
d. Traditional Car Community (Bajaj, Ankot, etc) – (Optional for long term)
e. Motorcycle, Like Ojek Pangkalan, They Should has own community (for next Customer)

Current condition, traditional driver (all transportation does’nt use online app) is become a Low competitor
to online driver. Dacsee come and offer the Application and system that possible and compatible with
traditional Driver.

2. Differentiation (Tactic)
Dacsee has the same system with current competitor, it based on online transportation and use
application. But Dacsee has differentiation with other like :
a. Blockchain system
b. Can build own Community
c. Build own Regular Customer Base
d. Lower sharing price compared with current competitor
3. Brand (Execute)
Positioning and Differentiation as the strategy and tactic to make Brand on the Strength Position, to make
it perfect, Dacsee should define it by giving best service performance that customer expected (like in Gain
Canvas Analysis)

Dacsee does’nt need to war price to get customer, Dacsee should has to bring a new system (Differentiation) and
get new market position (Positioning) on indonesia, Customer (passenger) will grow up day by day when the
community of driver has bigger, even driver and Customer in Current Competitor will use Dacsee sevices when
Dacsee has a strong Brand Image.

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