March 31, 2020

Professor Gardecki
English 202D
Spring 2020

Campus Compass

Market Research Portfolio

Team Members:
Tim Fischer
Michael Juliano
Eli Lieberman
Julia Vandergast
 TABLE OF CONTENTS
Topic
Survey
Company Profiles
Annotated Bibliography
Wrap Up
Market Research Conclusion
Key Takeaways
Appendix

What is Campus Compass?

Have you ever been lost on the way to class? Do ever wish you knew the quickest way
to get to travel around campus whether to class or that performance you need to see for
class? Have you ever been trying to study and weren’t able to find somewhere to post
up? That’s where we come in.

As of now, college students everywhere have to learn the layout of their respective
campuses through experience and help from older students. You always have to guess
when the library or your favorite study spot will be open or when the line for your favorite
dining option on campus will have the shortest line. What if there was a way to create a
crowdsourcing app in which students submit real time data to provide a more effective
way to travel around campus and make sure you are never waiting in a long line again.

Campus Compass is a unique college navigation app that provides real time student
submitted information on wait times while also incorporating the most effective way to
get around a college campus. By using pre-existing mapping information Campus
Compass will be able to create the most effective route to travel around a college
campus via walking, driving, biking, or using campus transportation.

In order to test out this idea we created a survey that would be used to assess interest
and collect data based on the services our app would provide. We wanted to figure out
where students study, eat their meals, how they get around campus, and if they would
be willing to submit real time data to ensure the success of our company. This
information was collected from students at Penn State- University Park which will be our
initial launch point.

We wanted to assess models of companies similar to ours as well as read articles about
this industry to have a better understanding of what companies need to do to be
successful in this type of market.

Survey Predictions
While we knew our main target market was made up of students from large colleges
and universities, we wanted to find out what types of students should be focused on
most. We divided our survey questions into two categories. Some questions were
directed towards the demographics of those taking our survey, and some questions
were directed towards experiences of individuals and features of the app that we were
considering.

Our questions that focused on demographics included the year of the student, living
situation, preferred method of transportation, and study habits. We predicted that most
students taking our survey would live off-campus, walk to class, and study somewhere
on campus. We predicted this because most of the students we would survey fell into
these categories, and walking and studying on campus is common for most students.

Our questions focused on experiences and features of the app included students’
willingness to provide capacity/traffic information, whether or not they would find the
information useful, and whether or not they have had difficulties navigating campus in
the past. We predicted that while not all students would be willing to provide information,
most would find the information useful. We also knew that efficiency is important to
students, and that it is common to waste time or have difficulties getting around
campus. We felt that these types of questions would deliver us the best results and
responses because they were directly related to the Campus Compass app and it’s
possible features and uses.

Survey Method
We used Google Forms to create our survey. Through Google Forms we created a ten-
question survey that helped us gage our overall market and if our idea would be useful
to them. We sent our survey to a diverse group of Penn State students which yielded
103 responses with a variety of viewpoints.

After receiving over one hundred responses we used the data we collected to interpret
and present our feedback.

What We Found
Question 1: What year are you currently in at Penn State?
We found that about forty-seven of our respondents were sophomores, around twenty-
five were juniors, about seventeen percent were freshman and the remaining twelve
percent were seniors.

What We Found
Question 2: What is your current living situation?
This question was targeted to find where our respondents live at Penn State. From this
we found that fifty-eight percent of them are currently living in an apartment, about
twenty-two percent live on campus and nineteen percent live in a house.

What We Found
What We Found
 Company Profiles

Here Technologies
Author: Tim Fischer

Introduction
Here Technologies is a company that provides mapping and location data and services
to individuals and companies. The company began in 1985 with the goal to digitize
mapping and pioneer in-car navigation, and was known as Navteq. Navteq was
acquired by Nokia in 2007, and the two companies combined to become what it is
today. It has been majority owned by a variety of German automotive companies, such
as Audi, BMW, and Daimler since 2015 when they purchased it for $3.0 billion. In 2016,
the company had more than 6,500 employees and is headquartered in Amsterdam,
Netherlands.
Here Technologies uses most of its resources to develop location-based content,
platforms, and applications. Their business is done by mapping the physical world,
including roads and points of interest. Nokia phone user data is collected for this
purpose, and the data is also sent to partners that license the company products
including, AOL, Audi, Bing Maps, Chrysler, Kia Motors, Yahoo, Volkswagen, Oracle,
and Toyota Motor Corporation. Their services are split into two categories: automotive
and consumer. Automotive entails drive guidance and mapping technology in which the
company began with. Consumer focuses on mapping applications such as HereWeGo
that works on smartphones and web browsers.This app features turn-by-turn walking
navigation, 3D landmarks, offline availability, and indoor venue mapping.
According to IBISWorld, Here Technologies is the largest company in the Real-Time
Traffic Information Industry, making up 10.5% of the market share. They have maps of
nearly 200 countries, offering voice navigation in 94 of them. They also provide live
traffic information in 33 countries and have indoor maps available for about 49,000
unique buildings in 45 countries. Recently, they have been focusing on utilizing their
data and resources to integrate into self-driving technology. More than one-third of their
revenue is generated in North America, with most of the income coming from the United
States. However, over the past five years Here Technology’s work in the United States
has declined as the company has put more emphasis on growth in emerging markets.
In-Depth Look:
Here Technology is at the top of their industry, and have set themselves apart from their
competitors in many ways. One way they have done this is with their efficient smart
indoor mapping, and their user-friendly interactive services. They have become so
successful because the platforms their maps are contained on are able to be
personalized to the needs of the building owner. Indoor routing can be made easy with
point-to-point routing across campuses, buildings, and more. I believe that our company
can build off of Here Technology’s ideas, to make navigation for students easier by
creating maps of individual buildings across campus that are commonly used. This
would not only be helpful for students, but for organizations and people that are visiting
for things such as career fairs and tours as well. Penn state could personalize them as
needed, and this is important because the campus is always changing and new
buildings are being built. There are also many new restaurants and cafes popping up
and Here Technologies has found a way to accommodate this in their work. In 2014
they acquired Medio Systems, an analytics company that is expected to make their
maps more responsive to changing situations.
Another business strategy that Here Technology uses that could be useful with our
company is the tracking of phone data. Similar to how they track data from Nokia
phones, I think we could use this to track the movements of people and the capacities of
buildings in a safe way while respecting individuals privacy. I think this would go well
with our app because students want to know if a place is crowded before they decide to
go there, and they want to know the best ways to get to a place. By tracking phones and
uploading the data onto maps would be the best way to do this, and Here Technologies
is a good example to follow.
HereWeGo, Here Technology’s navigation app has many features that could be useful
with our service. The turn-by-turn navigation would be useful because walking is the
most common way students get to class. 3D Landmarks would also be useful within the
app for new students who aren’t as familiar with campus yet. The app also has a
favorites list with reviews of the most popular places in an area. I think this would be
great to include in our service because it would allow students to share their ideas and
give input for other students.

Take-aways:
● Being user-friendly is an important quality in the industry.
● It is important to manage changes and dynamic attributes of an environment.
● Respecting privacy is important if you are going to be tracking data using cell
phones.
● Mapping the inside of buildings is something that is useful for many people.
● Allowing building owners to personalize the service they’re given is key.
● Knowing your target market is important.
● Finding emerging markets, such as college campuses can expand business.
● Allowing users to submit information and give input is helpful.

Uber Technologies, Inc.

Author: Michael Juliano

Introduction:

Travis Kalanick and Garrett Camp first came up with the

idea for Uber when they couldn’t secure a ride one night in
Paris, France. From that initial idea, the two entrepreneurs
moved on to launch the world’s first ridesharing app in 2009 in San Francisco, California.
Undergoing rapid expansion, Uber saw opportunities beyond just the peer-to-peer ridesharing
business model and continued to move into markets like food delivery, micro-mobility systems
like scooters and bikes, and even freight transportation. Jumping into a firm position as a
leading company in Big-Tech, the company now operates in over 80 countries and 600 cities
internationally.

Business Model:

Uber Technologies, Inc’s primary business remains in its peer-to-peer ridesharing

service. Through this service, Uber matches willing drivers to passengers in need of
rides. Uber utilizes a dynamic pricing model that formulates its prices for riders by
examining the supply and demand for rides in each area, typically a metropolitan city.
Although pricing is largely dynamic, the average cost of taking an Uber for business
travelers is $25.19. This ridesharing service is available in multiple product offerings that
are differentiated depending on the level of quality or number of passengers that the
customer desires. Some of these different products include:

· UberX (basic product offering, 1-4 riders)

· UberXL (larger vehicle that can fit 6 riders)

· Uber BLACK (provides a black luxury vehicle)

· Uber POOL (carpooling service for parties going in the same general direction)

Aside from their basic peer-to-peer ridesharing service, Uber provides additional
services like Uber Eats. Similar to matching drivers to passengers that need rides, Uber
Eats does the same but for food delivery, allowing the company to partner with
restaurants across many of the cities it already operates in. Another business for the
company matches freight shippers with truckers in the form of Uber Freight.

Customer Demographics:

In total, Uber’s customer base makes up about 75 million passengers and is served by
nearly 4 million drivers. The company’s largest market is in the United States, which
makes up about 41 million passengers. As far as gender, Uber’s users are split closely
down the middle between male and females. Age is their key customer differentiator,
with 37% of users being between the age of 16-24 and 28% of users being between the
age of 25-34 in the United States.

In-Depth Look:

Uber has found so much success because it took an existing business model (the taxi
industry) and simplified it to the point where users receive unmatched accessibility and
convenience from a service that was previously troublesome. By standardizing the
process for catching a ride, Uber has been able to capitalize on its product’s ease of
use, usefulness, and contemporary look compared to a traditional taxi service. Through
its online platform, Uber can connect millions of users every day.

Not only does Uber perform with unmatched quality, but the company’s diversification
and commitment to innovation has solidified its spot as a leader in technology today.
Uber has been sure to diversify its product so that it operates as a peer-to-peer,
business-to-consumer, and business-to-business service. As revolutionary in some of
the newest technologies we see today, Uber has been able to expand beyond its
primary market of simply providing rides. With this level diversification, Uber can count
on staying a strong competitor in many different industries.

Takeaways:

· Although concentrated under one app, the app should be diversified in the services it
provides.

· Consider providing business to business services, not just services for regular
customers.

· Our customer demographics will likely be similar to Uber’s because it is providing a

navigational type service.

· Consider different price points for different levels of service.

· Explore the use of peer-to-peer interaction within the app. This allows for a more
personalized and marketable experience.

Author: Eli Lieberman

What is Apple and more specifically Apple Maps?

Founded in 1976 by Steve Jobs, Steve Wozniak, and

Ronald Wayne, Apple Inc. has been headquartered in
Cupertino, California from the beginning. After the
passing of Steve Jobs in 2011, Tim Cook became the
CEO. Apple is classified as a multinational technology
company that designs, develops, and sells consumer
electronics, computer software, and online services.
Apple’s products range from $39-$53,799. One of
these services Apple provides is Apple Maps. Apple
Maps is a fully immersive navigation platform
providing individuals with a more detailed map that is
easily accessible and allows you to make the most of any type of commute. Apple Maps
was released in 2012 after being developed by Apple Inc.
Apple has created a platform in which certain highly sought after services such as
iMessage, FaceTime, and Apple Music are only available by purchasing an Apple
product. Apple’s appeal comes not only from their advanced products but also from the
services you can only acquire by using an Apple product. Apple Maps being one of
those products is a service Apple consumers use and tend to enjoy.

In-depth look:

Apple has been able to create a name for themselves ever since their launch. With a
Net Promoter Score (NPS) of 72 in 2017, Apple has the highest score out of all
technology companies. NPS is linked to growth and customer retention levels. Apple
has created a consumer base that keeps coming back to buy their new products and
continue to be loyal to Apple and only Apple.

Apple has been able to continue to grow by introducing new products all linked together
in some manner. Apple’s services and products are all connected through the same iOS
processing. This makes it so information can easily be converted from your iPhone to
your iPad and then to your iMac extremely efficiently and without much hassle. Apple
users love the versatility of all the products Apple has to offer.

Apple Maps, is a service only available on Macs, iOS devices, and Apple Watches
which happen to be a large portion of Apple’s total sales. Apple Maps is an extremely
detailed map with an immersive 3D experience that offers the quickest and most viable
traveling options. Apple Maps has a ton of different components that make it such a
successful subsect of Apple.

Lane guidance, sharing your ETA, offering a variety of travel options, interacting with
the destination before you get there, and being able to search for specific destinations
with yelp reviews are all services built into Apple Maps. Lane guidance makes sure you
are in the right lane while driving to ensure the quickest route in which you can text your
friends your ETA through Apple Maps if you are planning on meeting someone at your
final destination. Not only does Apple Maps give directions via car and walking, it also
offers biking, transit, and rideshare apps. Interacting with your destination using the
bird’s eye view of major metro areas allows you to see your destination before you even
get there.

Trying to find a popular restaurant nearby? Apple Maps has integrated Yelp into the
service so you can find the most popular restaurants in your area. Apple Maps also
respects your privacy by not having you login to use the service, but allows you to store
your “home” or “work” if you deem it appropriate.
When using the service, you are able to see how long it will take to get to a specific
place, however how long you will have to wait at any specific place is non-existent. That
is where Campus Compass comes into play. Apple Maps is too wide spread to be able
to have information about wait times for specific venues because it is used all around
the world Campus Compass will be used specifically for campus, so less data will need
to be acquired making it possible to display wait times in the app.

Key Takeaways:
● Don’t make anyone have to login
● Incorporate travel times for different methods of traveling
● Make it free
● Create an in app messaging system or a way to text your friends via the app
● Have all necessary information in the app itself
● Build consumer base through loyalty
● Allow a search option within the app for nearby points of interest

Annotated Bibliographies
1.
Citation:
Deirker, Benjamin. “How This GPS App Uses Incentives To Overcome The Bystander
Effect” Foundation for Economic Education. October 3, 2019.
https://fee.org/articles/how-this-gps-app-uses-incentives-to-overcome-the-bystan
der-effect/
Summary:
The bystander effect is people disinterest in helping someone in a difficult situation
while holding the mentality that someone else will help them instead. The more people
present the less likely a singular individual steps us and helps the person in need. Waze
is an app that counts on individuals reporting information to help others with travel time
and finding the most effective route to get from destination to destination. In order to
bypass the bystander effect, Waze uses self-interest as a way to overcome it when
communicating with others. Drivers are thinking about themselves when they input data
into Waze hoping others will abide by the golden rule- treat others the way you want to
be treated. People add information with the hopes information will be there for them
when they need it.
Take-away:
When marking Campus Compass, we need to create a large social network with people
willing to act in their own self interest with the hoping of getting the favor returned in the
future. This could be a marketing strategy for our company. Want to make sure you
have a place to study during finals? Help others now, recieve help later.
2.
Citation:
Guan, D. (2016, November 11). Five industries that should take a cue from Netflix and
crowdsource parts of its tech. Retrieved April 3, 2020, from
https://techcrunch.com/2016/11/10/5-industries-that-should-take-a-cue-from-netflix-and-
crowdsource-parts-of-its-tech/?guccounter=1
Summary:
Devin Guan writes about how Netflix first began crowdsourcing and how it impacted
their business. Crowdsourcing is a commonly used term in the navigation industry, and
it is the practice of obtaining information by enlisting the service of people typically via
the internet. Netflix first did this by taking user-submitted data to predict which movies a
user may or may not enjoy. This led to personalized recommendation lists for each
user. Guan then goes on to list industries that could benefit from following Netflix’s lead.
These industries include security, advertising and marketing, health and pharmacology,
and traffic and transit. The traffic and transit section mentions GPS, speed monitoring
zones, and license plate information that can be used to track traffic patterns.
Take-away:
Our company would be in the navigation industry and goes hand-in-hand with traffic and
transit. I think that if crowdsourcing would work in that industry, it would work for
Campus Compass. By crowdsourcing from students we would get an inside look at the
routes and buildings they frequent, allowing the app to track patterns. User-submitted
data can also be used to create personalized lists for recommendations for restaurants,
gyms, and study areas similar to what Netflix did.
3.
Citation:
Gust-Kazakos, P. (2020, February 28). Airport management: Pedestrian simulations
improve passengers’ journey. Retrieved April 3, 2020, from
https://blog.ptvgroup.com/en/city-and-mobility/airport-management-pedestrian-
simulations/
Summary:
Petra Gust-Kazakos writes about how traffic simulation software has helped enhance
airport operations- to the benefit of both passengers and airport staff. This software
simulated flight times, people passing through their gates, security, and check-in
counters. This allowed the airports to assign the right number of employees to certain
areas of the facility. After this, passengers were able to reach their flights on time and
had a smooth journey through the airport.
Take-away:
Students are not the only ones who could benefit from Campus Compass. Universities
would be able to use the data within the app to help things run more smoothly around
campus. By simulating student traffic on campus and inside buildings, wait times could
be made shorter.
4.

Citation:

Simperl, E., 2015. How to Use Crowdsourcing Effectively: Guidelines and Examples.
LIBER Quarterly, 25(1), pp.18–39. DOI: http://doi.org/10.18352/lq.9948
Summary:

In today’s age with the increased use of smartphones, the internet, and technology
crowdsourcing- previous tasks of employees becomone outsourced to a crowd of
people- has created an environment in which it has become extremely easy to partake
in this type of data collection. Crowdsoursing allows companies to collect immense data
at little to more cost saving money for the business to spend on other important aspects
of the company such as employees with skills that humans are exceptionally good at. A
key component of crowdsourcing would be to provide incentives for the users. You need
to make sure they are willing to give your company the information it needs. There are
intrinsic, extrinsic and financial incentives. All of which are effective when trying to
effectively crowdsource.

Take-away:

In order to effectively create a crowdsourcing platform within Campus Compass it is

going to be important to use the money we save by collecting our data through
crowdsourcing. This money needs to be used to hire a skilled task force able to develop
an app, sort and display data within the app, and create an incentivize base within the
app to keep users occupied and engaged within the crowdsourcing community.
5.

Citation:

Davant, J. (2019, November 19). Colorado Springs launches new GoCOS! app.
Colorado Springs Business Journal (CO). Available from NewsBank: Access World
News: https://infoweb-newsbank-com.ezaccess.libraries.psu.edu/apps/news/document-
view?p=AWNB&docref=news/1775E21E9E0201C0.

Summary:

The city of Colorado Springs recently launched a mobile app that allows its residents to
actively interact with things going on around town, mainly public works and services.
Residents can report on things like potholes, vandalism, traffic signal outages, and
many other problems that occur across town. After these reports are submitted through
the GoCOS! app, residents can track the status of these reported problems, and this
information can be viewed to all that have the app downloaded. The navigation
elements of the app can also be catered to incorporate real-time events going on
around Colorado Springs, making the app especially interactive and useful to users.

Takeaway:

The information provided in this article is important to analyze for our business because
it describes several similar functions that our navigational app, Campus Compass,
utilizes. For example, GoCOS! actively connects its users with each other and public
service workers in an efficient peer-to-peer business model that keeps everyone using
the app actively updated about important information going on around town. We could
transfer many of these same concepts that they use around Colorado Springs, to users
of our app around campuses around the country.

6.

Citation:

He, A. (n.d.). Maps and Navigation Apps Are Still Essential to Smartphone Experience,
and User Penetration Continues to Grow. Retrieved from https://content-
na1.emarketer.com/people-continue-to-rely-on-maps-and-navigational-apps-emarketer-
forecasts-show

Summary:
This article describes the prominence of maps and navigational apps among
smartphone users today. Smartphone users find these types of apps as essential tools
for their everyday lives, with a projected 68% of smartphone users accessing them
monthly. Top companies like Google and Apple regularly update their own navigational
and map type apps because they know the importance and usefulness that these apps
provide to their users. Navigational and map apps will continue to be an important
business for a growing smartphone user customer base.

Takeaway:

An important takeaway from this article is that the market for our Campus Compass app
will continue to grow alongside other types of navigational and map type services. Users
of these types of apps find them as essential tools, which means that we have a
definitive and proven business market for our intended users.

Appendix