Table of Contents

DEDICATION:...........................................................................................................................................3
ACKNOWLEDGEMENT:..........................................................................................................................4
sEXECUTIVE SUMMARY:.......................................................................................................................5
BUSINESS IDEA .......................................................................................................................................7
MISSION STATEMENT:...........................................................................................................................8
BUSINESS OBJECTIVES:.........................................................................................................................8
PRODUCT DESCRIPTION:.......................................................................................................................8
Features:..................................................................................................................................................8
Brand (name, symbol, design or combination):.......................................................................................8
Quality:....................................................................................................................................................9
Product Support Service:.........................................................................................................................9
SEGMENTATION AND TARGET MARKET:.........................................................................................9
MARKET ANALYSIS:............................................................................................................................10
PObSITIONING:.......................................................................................................................................10
DISTRIBUTION:......................................................................................................................................11
PLACEMENT:..........................................................................................................................................11
PRICING:..................................................................................................................................................12
Discounts:..............................................................................................................................................12
Additions:..............................................................................................................................................12
Titans Class:..........................................................................................................................................13
Commercial Class:.................................................................................................................................13
PROMOTION MIX:.................................................................................................................................13
Advertising:...........................................................................................................................................13
Sales Promotion:....................................................................................................................................14
OPERATING SYSTEM:...........................................................................................................................14
ACKNOWLEDGEMENT:
We commence with the name of Almighty Allah who enabled us to complete this project .The
success and final outcome of this project required a lot of guidance and assistance from many
people. We would like to express our special thanks to our teacher Sir Asad Shah who gave us
the golden opportunity to do this project. We should also thanks to our parents who helped us in
every path of our life and provide support to us.

Date 5-4-2019
EXECUTIVE SUMMARY:
Our group was assigned this project which is carried out in different phases.

The first phase was to generate ideas for new businesses. New business idea was to be based on
any one of the following factors:

• Business with completely new product or service in the market

• Business with new production process or

• Existing product with a USP (Unique Selling Point).

After generating new business ideas, we reached the next stage of project in which we short
listed 3 main and useful business ideas.

In the final phase, we have selected our best idea and have worked out on it by designing its 7 Ps
and establishment strategies by keeping in view the economic conditions of Pakistan. Therefore,
we have completed the project in three whole phases.
COMPANY PROFILE

Introduction:
It is a ride-sharing application which aims to conveniently and efficiently connect female drivers
and riders. It is a gender-specified App-powered transportation service established while keeping
in view the national conditions and conveyance issues to ladies. We being an entrepreneur
started a new business which has no as such history. The main background of the idea is that we
group members gathered and realized the opportunity gap and we jumped in and rolled our idea
into the reality for serving the customer and our nation.

Mission Statement:
“It’s all just about keeping women

Safe and empowering them.”

Vision Statement:
“Life is good: spreading the power of SafeHer journey”

Business Objectives:
The prime objectives for the establishment of safeHer are:
 1. To provide support to females in Pakistan, suffering from convenience issues on daily
basis

2. To take a step towards Women Empowerment and Gender Equality in this society

3. To use our entrepreneur skills to start a business venture, which will not only help to
reduce unemployment from the country, but will also ensure the utilization of country’s
female workforce

4. To use our Unique Selling Point to gain competitive power over established competitors
and gain maximum Share of Market.

5. To provide our customers timely services.

New services development:

SERVICES DESPRICSTION

Features:
We tend to target female riders all across the country where there is access to internet. For the
comfort of female drivers as well as keeping in view the society of Pakistan, we will hire female
licensed drivers ONLY. Hence, our business activity starts from ladies, and evolve around ladies
but we aim not to end it up at all.

As mentioned before, we will connect female drivers with the female riders through a ride-
sharing application. This is a completely customer-oriented application providing all details
about company, our policies, estimated fares etc. to enhance interactions between riders and
drivers.

We aim to use an application with overall roads maps which will provide traffic information to
the drivers to help them select appropriate routes at times.

Brand (name, symbol, design or combination):

The name safeHer, its logo and slogan clearly shows our mission of instant drop-off of riders at
their respective destinations.

Quality:
In this perspective, our Quality will be to pick up riders at the earliest and drop them at their
destination in a safeHer using the shortest routes possible, especially those to which riders are
familiar.

Product Support Service:

1. We will undertake the practice of sending Interrogative message to riders to learn about
their experience and comfort levels, at the end of each ride.

2. We will establish a complete system to account customer complaints regarding driver’s

attitude, ride fares or other issues.

3. We will use the policy of letting riders rate the drivers according to their satisfaction
levels, to give them the feeling of empowerment.

SERVICE MODAL
SWOT ANALYSIS:

Marketing mix:
Services are very different from products. So the marketing concepts need to be revisited while
marketing a service. Services can range from financial services provided by the banks,
technology services provided by the IT Company, food and ambiance as a service provided by
restaurants or even a blog where an author provides a service (information presentation,
interesting reading etc.) to his audience. Services marketing are dominated by the 7 Ps of
marketing namely Product, Price, Place, Promotion, People, Process and Physical evidence. The
7 P framework is one of the most popular framework for deciding a marketing strategy, right
from strategy formulation to actual implementation.

The following form the marketing mix for services marketing, the first 4 P’s being the core and
the next 3 P’s being the extended marketing mix.
Product is your core offering. This is “the thing” that will fulfill the needs of your customer. If
your product is faulty, everything else fails. The attributes of the product, vis-a-vis the attributes
offered by competing products and substitutes, are important in estimating the competitive
scenario for the marketing strategy formulation.

Price has a lot of impact on the service buyer’s satisfaction level. Often, paying a higher price
makes a customer more satisfied. Price is often considered a proxy for quality and vice-versa.
What is important to note that services being all the more intangible, the price becomes an
important factor for the actual service consumption to happen, after service awareness and
service acknowledgement?

Place often offers a different side of value (utility) to the customer. Who would want to travel
10 miles to have a regular dinner, even if that is priced very competitively and has a super
quality? Services are often chosen for their place utility. Closer to the customer means higher
probability of purchase. Place utility is important to evaluate, for strategizing on the other 6 Ps.

SEGMENTATION AND TARGET MARKET

DEMOGRAPHIC SEGMENTATION:
Our segmentation has been
repetitively mentioned till now. We
have used Demographic
Segmentation and choose to target
female riders all around Pakistan.

According to the Population and

Housing 2017 released by Pakistan
Bureau of Statistics, women
comprise of 48.76% of the total
population in the country.

Furthermore, the estimated internet

users in Pakistan in 2016 were
34,342,400, which are increasing on the rate of 13%. This means internet users in 2018 within
the country will be 38,806,912 approximately. Taking a 48.76% of this estimation will lead us to
anticipated females with internet access and the answer is 18,922,251.

Hence, our target market is 18,922,251 females from the total population of the country.

Market Analysis:
Changing lifestyle, global
warming, volatility in oil prices,
exchange rate, government
regulations, political instability,
illiteracy are some of the factors
affecting the industry in which
safeher will operate in some or
other way. 

A majority of the potential

customers of safeher are the
working professional and students,
who look for the convenience of
booking, believe in standard
procedures and pre-defined rates
for commuting.

This figure illustrates the core market segmentation for Ride-sharing industry. This indicates
higher stream of customers from 25 to34 Age Group. This means most of our target market will
comprise of middle-aged ladies, usually working ladies, followed by University students.

Promotion plays a role in the perception the possible target audience may have about your
service. There has to be a fit between the promotion and the positioning. Promotion leads to
service (brand) recognition and further establishes a proxy to evaluate quality of services based
by potential customers. Many different promotional tools are often used like internet
advertisement, special events, endorsements which happen out of the store or in-store
merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital
signage.

People are crucial in service delivery. The best food may not seem equally palatable if the
waitress is in a sour mood. A smile always helps. Intensive training for your human resources on
how to handle customers and how to deal with contingencies, is crucial for your success.

Processes are important to deliver a quality service. Services being intangible, processes become
all the more crucial to ensure standards are met with. Process mapping ensures that your service
is perceived as being dependable by your target segment.

Physical evidence affects the customer’s satisfaction. Often, services being intangible,
customers depend on other cues to judge the offering. This is where physical evidence plays a
part. Would you like eating at a joint where the table is greasy or the waitresses and cooks look
untidy and wear a stained apron? Surely you would evaluate the quality of your experience
through proxies such as these.
Services marketing is that elusive concept which stays incomplete without a thorough
understanding of 7 Ps. These form the critical success factors for any service as evaluated by a
possible customer.

POSITIONING:
We have created differentiation by using females to target females in Pakistan and established it
as our Unique Selling Point over the existing competitors, Careem and UBER.

Our slogan will be the prime factor to position our business positively in minds of our customers.

The second gadget will be the mission of our business i.e. women empowerment to create great
image in the eyes of people living in Pakistan. As Pakistan is in the initial phase of women
empowerment and eliminating gender differences, our business idea is likely to be supported by
most of the civilians.

Distribution:
Keeping in view the nature of the business, direct channel will be most appropriate to be used.
We will need no intermediary as rides requested by riders will be directly sent to the drivers.

However, we will need to contact to an IT specialist company for the development of our ride-
sharing application. In this regard, we have selected PASBAN IT Group and hopefully our
dealings with the company will take place soon in the future.

Placement:
We will set our headquarters in the commercial area and our choice is the Canal Road and D-
Ground. At our base, main functions carried out will include:

1. Managing application and the process of sharing rides

 2. Setting up our complete management which will be able to keep in contact with riders
24/7 to answer and resolve their complaints

3. Initial test-driving of each female driver will be held here before their final hiring and
registration in safeher.

Pricing

Penetration Pricing:
Our basic pricing strategy will be Penetration Pricing, chosen by keeping in view market and
economic conditions. Penetration pricing is a pricing strategy where the price of a product is
initially set low to rapidly reach a wide fraction of the market and initiate word of mouth.
The strategy works on the expectation that customers will switch to the new brand, like ours,
because of the lower price.

Reasons to adopt this pricing strategy are as follows:

 To ensure good business start-up and survival in competitive market

 To win over customers to gain larger market share

 To suit the pockets of ladies due to weak economic conditions of the country. Moreover,
most ladies or girls survive on pocket-money rather than their own jobs. So charging
them more will be a big mistake!

Apart from this, we are also introducing our special Discount offers for customers’ relief as well
as certain additions to prices in specific conditions.

Discount:
These will include both, reductions and exemptions.

Prices will be reduced:

 On special cultural events, like Eid, Shab-e-Barat, offering 15% off at each ride starting a
week before the respective event

 In other favorable conditions.

Prices will be forgone to a certain amount of RS 300 in following situations:

 On Mothers’ Day

 On Women’s Day
  On Independence Day i.e. 14th August

One thing which should remain unambiguous is that riders will receive credit of RS 300 in their
safeher ID Account valid only for the respective days. This credit, if unused, will be cleared from
their accounts after 24 hours.

Addition:
Prices will be increased by certain percentages in specific conditions.

 10 to 25% increase during rain

 70% increase during strikes or related dangerous situations

 100% increase on Labors Day, if the female drivers will be online and working despite
the official holiday.

Price Discrimination
We will introduce two categories being as following:

Titans Class:
This category will target well-off lady riders who prefer luxurious ride to their destination. Not
only the fares of this category will be higher by 45%, but also the car models will be the
enhanced and massive one including:

 Toyota-Corolla (2008 onwards models)

 Honda City(2008 onwards models)

 Honda Civic(2008 onwards models)

Commercial class:
This is the vice versa of Titan Class with the following classified cars:

 Nissan (2008 onwards models)

 Suzuki Mehran
 Suzuki Caltus
 Suzuki Bolan
 Suzuki Alto
 Suzuki Swift
 Wagon R
 Daihatsu Cuore
  Hyundai Santro
Adverting:
The advertising media we have decided to use at our launch are:
 Television; in order to reach mass market of ladies
 Radio; as it is still popular among many females and tuned in by them
 Internet; as we are targeting ladies with access to internet in Pakistan, it will be smart to
market and introduce our company to them via Internet in games or in popular
websites/pages.
Sales Promotion

SafeHer fusion:
Safeher Fusion is a concept of merged rides for riders. It will allow driver to pick up another
rider while dropping off one. This offer will be implied only in the busiest weeks in a year, for
instance before Eid, during elections or some international event like PSL. This offer will also
provide our riders the benefit of 35% off. However, this offer not ensures the first one in to be
the first one out as driver will drop the rider with nearest destination first from the two.
Expo Deal:
This deal is an attempt to encourage the initial riders to send free rides to friends and relatives, to
earn credit themselves. This referral policy will aid us as new lady riders will be our potential
customers who, if amused by their experience with safeher, can become our loyal customers.
Hence this test drive of our riders will be quite essential for the business.
Operating system:
Available as a smart phone application, the safeher app will allow users to book a ride from their
desired pickup location to the required destination, with the utilization of a couple of basic
prerequisites – their location and an internet connection. Course-plotting technologies will then
determine the most suitable ride for them based on proximity and route, and the driver will use
GPS and other such trackers to reach the client and deliver them to their destination. The
payment to be made by the client will be systematized which will take into consideration the
factors of time taken, distance travelled and fuel used.
Business Model:
In the case of safeher business model, the service is related to ride sharing. Safeher will not own
any cars. Instead, associates will be organized and collected, to use and drive their own vehicles.
Safeher will not term its drivers as employees; they will be given the status of partners. Even in
our Business Idea, it is quite clear that we aim to connect Lady Drivers with Lady Riders.
What safeher will do is just trade the deal under our brand name. Safeher will have to provide a
uniform service, after all, despite the diversity in its associates. For this, all these partners will
sign a contract with safeher agreeing to the terms and conditions of the ridesharing services over
quality and price.
How will SafeHer make money?
Safeher will collaborate with vehicle owners and drivers and together we will set up a minimum
charge at which the partners will operate. Safeher will supply them riders through online
bookings from our single application and will charge some amount of commission from
them. The commission charged by the safeher will range from 20% – 25% of the total amount
charged from the customer.
Competitors:

Future prospects:
We assume that safeher will soon become a huge attraction to bigger brands who are looking
for partnerships as a part of their marketing strategies. Being a ride-sharing application provider,
we are likely to have huge user base. Besides revenue as commissions from drivers, safeher
business model will soon also include revenue generated through promotional partnerships. 

Quotation by our group about NEW PRODUCT DEVELOPMENT

Designing a product is designing

A relationship with customer :)