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Trip Adler
Founder and CEO
 
  ONtheGO.com
 
The Idea
• ONtheGO.com is a website that coordinates car
rides among previously validated drivers and
passengers by means of internet-accessing cell
phones
• Money is transferred from passenger to driver, so
it basically enables “pay on the fly hitchhiking”
• This system is efficient because it takes
advantage of the value of empty car seats
   
Three Key Features
• The use of cell phones makes this system 
especially convenient and efficient
• To lessen worries about safety, all 
transactions will be logged and all users 
will be registered with online profiles
• Electronic money transfers using standard 
rates will simplify transactions

   
How the System Works
10) Takes money

• The flow diagram shows 
9)  Confirm completion, rate

8)  Confirm beginning

6)  Accepts profile the steps of a typical 
5)  Sends profile

1)  Sends objective
transaction

Passenger

2)  Finds match
Central Computer

Driver

• Profit will be obtained 
by charging 10¢ per 
1)  Sends objective

3)  Sends profiles

4)  Accepts profile
transaction and through 
online advertisements
7) Gives directions

8) Confir m beginning

9) Confir m completion, rate


   
10) Transmits money
How to Implement such an Ambitious Idea?

• Initially target daily commuters

   
Why It will Be Easier to Target Commuters

• Primary use during rush hours increases the 
likelihood of reaching critical mass
• Regular travel routes eliminates the inconvenience 
of entering an origin and destination every time
• Commuters will often drive with the same people, 
which will eliminate an initial fear of driving with 
strangers
• It will be easy and inexpensive to market the idea 
to commuters through employers
• The possibility of “viral marketing”
   
Why Commuters with Established Carpooling 
Groups will Want to Use this Service

• The current problem:  Right now carpoolers 
are locked into rigid schedules and are 
forced to rely on their carpool partners
• ONtheGO.com’s solution:  Each user has a 
network of perhaps 20 friends to carpool 
with, and he/she can ride with the 
individuals who happen to be leaving at the 
same time
   
The Team

• Trip Adler – Founder and CEO
• Mark Kaganovich – Chief Technology Officer
• John Adler, Jr. – Chairman of the Board

   
The Four Main Steps
• Step 1:  File patent and design website
• Step 2:  Test service on Harvard campus
• Step 3:  Implement Phase I:  Target commuters
– Market ONtheGO.com to employers
– Expand in the following order:  Harvard employees ­­> 
employees of other universities and businesses in Boston 
area ­­> all commuters in the state of Massachusetts ­­>  
commuters across the country
• Step 4:  Implement Phase II:  Target broader market
– Start by targeting college students and lower to middle 
class citizens in areas without good public transportation
– Eventually expand internationally
   
Start­Up Costs
• To enter Phase I, the following are estimates of the 
necessary costs:
– Network Space $5,000
– Network Security $5,000
– Patent $10,000
– General Legal and Insurance Expenses
$40,000?
– Marketing $40,000
– Total $100,000
• It is more difficult to predict costs for entering 
Phase II, but with the basic infrastructure in place, 
  the costs should be low, being primarily directed 
 
Potential Market and Revenue in 
Massachusetts

• The above chart shows breakdown for 3 million commuters 
in the state of Massachusetts
• Number of users in Massachusetts:
– 75% of 270,000 current carpoolers = 200,000
– 25% of 2.2 million who drive alone     = 550,000
– 10% of 500,000 remaining commuters = 50,000
– Total = 800,000
• If the typical user uses the system 5 times/week, and 
$0.10/transaction/person is charged, the expected revenue = 
(800,000)(5)($0.10) = $400,000/week
•   This would quickly pay off the start­up costs of $100,000 
 
Potential Market and Revenue (Cont.)

• If just 20% of the 100 million commuters in the 
U.S. use ONtheGO.com, this could lead to $10 
million/week
• If the service spreads to the broader or 
international Phase II market, and if there are 
online advertisements, the revenue could be orders 
of magnitude higher
• Demand is most likely to increase over the next 
decade as gas prices rise, mobile devices get more 
high­tech, and awareness of global warming 
increases
   
The Benefits of this Service that Go Far 
Beyond Profit

• Besides a new system of transportation….

   
Reduced Road Traffic

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Decreased Air Pollution

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Conservation of Gasoline

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And perhaps even a new form of safe social 
interaction between previous strangers

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Thanks for your attention

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