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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

10) Takes money

How the System Works
9)  Confirm completion, rate 8)  Confirm beginning 6)  Accepts profile 5)  Sends profile 1)  Sends objective

• The flow diagram shows  the steps of a typical  transaction

Pass enger

Cen Compu tral ter

2)  Finds match


1)  Sends objective 3)  Sends profiles 4)  Accepts profile 7) Gives directions 8) Confir m beg inning

• Profit will be obtained  by charging 10¢ per  transaction and through  online advertisements


9) Confir m completion, rate 10) Trans mits 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

• 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

– 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


Start­Up Costs
• To enter Phase I, the following are estimates of the  necessary costs:
Network Space Network Security Patent General Legal and Insurance Expenses $40,000? – Marketing – Total – – – – $5,000 $5,000 $10,000

$40,000 $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 25% of 2.2 million who drive alone     10% of 500,000 remaining commuters Total = 200,000 = 550,000 = 50,000 = 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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