whichway.hr

Maciej Pawlik

1. INTRODUCTION

1.1. Essay Scope and Purpose

The main purpose of this essay is to present an e-business model. I will try to present the main

concept of this service, potential users, the strategic background, marketing and financial

aspects. The main purpose is to inform potential investors and convince them to choose this

specific, innovative service as a good investment.

1.2. Data Sources and Collection Methods

As the nature of this project is strictly virtual, internet will be the tool to collect all the

necessary data but not only one. I will use strategic partnership with public transport providers

to be sure about keeping up to date transport schedules and routes.

1.3. Essay Content and Structure

The essay issplit in a few parts- I will introduce the reader to all the aspects of this innovative

business model. Firstly, strategic background, after that there will be detailed description of

the model. After that, further parts will consistinnovations, finances, clients and partners,

associates and competitions, then the technical aspects and marketing. At the end, I will

describe the web and mobile technologies, show the SWOT analysis, estimated starting costs

and website prototype.

1.4. E-business Model – Short Description

whichway.hr is a tool for planning travel within the main cities of Croatia from point to point

using public transport. Service answers the question posed in its title- how to reach the

indicated address. It will provide users complete information about schedule of buses, route,

time, costs and obstacles.

2. STRATEGIC BACKGROUND

2.1. Mission

Our mission is to provide users full and accurate information about how to arrive at some

point in the city mostly for free or for additional charge if they require full support.

2.2. Vision

In the next 5 year this website and application will be the common and popular tool to

checkway from point to point in Croatia.

2.3. Project Goals

The main goals of whichway.hr is to enter into the use of tools that already exist in modern

cities in the western countries. Modern country like Croatia should letits citizens access to a

quick information that will make their everyday life easier - how to get to the place they want

in the most convenient way. In the twenty first century, it is crucial to combine information

which can be found via different tools in one, specific service. whichway.hr is the first step to

the better usage of public transport. Our short-term goal for first 6 month is to gain 1000 daily

users of our service. It will help us to achieve our long-term goal which is specified as having

50 000 users daily in 2 years from the start of the project.

3. Business Model

3.1. E-business Model – Detailed Description

whichway.hr is a tool for planning travel within the cities of Croatia from point to point by

using trams and buses.

It will show us the closest stop, way to and from the tram to finish point and estimate time

needed. The service is designed to allow you to plan a trip from any point A to any point

B.Provided information is fully useful it means consist names of stops, alternative ways of

arriving, time needed and actual distance. Service will be available by website and mobile

application.

Users are given an opportunity to pick one of 3 styles of transport- fast, which takes under

consideration the fastest way of arriving to the spot but may include some more of walking

episodes and lot of changes of trams and buses. “Comfortable mode” looks for the way with

as little changes as possible and with small amount of walking. Normal mode is in between of

these two mentioned above.

The service will be available in two languages- Croatian and English.

At the moment whichway.hr operates in biggest cities of Croatia as Zagreb, Split, Rijeka,

Osijek and Zadar.

3.2. E-business Model Values

This kind of business activity provides the thing most important in modern world-

information. The easy accessible information about public transport, that helps people in

Croatian to find themselves in their country whenever they will need it. For now it is hard to

understand and easily find the road to the place we want to be but in will change soon.

Secondly, encouraging people to use of public transport will limit air pollution and traffic

jams. We would like to give best solutions for a people considered as a help. The idea of

helping people with managing their time is one of the strongest values it this project. The only

way to do that is to search for improvements and chase perfection.

3.3. Project Organization

Most important issue to solve is being always up to date with time schedules and routs of

public transport. It is required to make special agreements with public transport companies

about informing us about any changes. Those companies will be public transport providers in

Zagreb, Split, Rijeka, Zadar. All information will be later input by 2 informatics who will be

core part of the business. It is required that our informatics has good knowledge of html to be

able to moderate our website and mobile applications in case of some technical problems.

Accounting will be conducted on outsourcing basis by one of outsourcing center in Krakow.

4. INNOVATIONS

4.1. Innovation List

- Intelligent way finder

- Ticket expense calculator

- Possibility to add ways to favourite

- GPS finder

- Voice typing the route

4.2. Project Innovations – Detailed Description

4.2.1. Innovation 1- intelligent way finder

Finder will compute best way according to user preferences. User just need to type from

where he wants to start and where he wants to go. It will also check whether there are some

obstacles on the road and in that case it will recalculate the most suitable way for changed

situation.

4.2.2. Innovation 2- ticket expense calculator

System will calculate whole road. On basis of this information it will be able to estimate the

ticket price advice user the most beneficial solution.

4.2.3. Innovation 3- Possibility to add ways to favourite

As some of our ways from point to point repeat on daily basis there will be functionality that

will let users who has registered themselves on the webpage to save their common road plans.

Due to this fact person does not need to input data again. If he click one of selected routes

system will calculate it for current time.

4.2.4 Innovation 4- GPS finder

When our users will download application for Smartphone’s they will be found by our app so

they will not have to type their current location.

4.2.5 Innovation 4- Voice typing route

Users will have opportunity to simply say where they want to go and our app for mobiles will

recognize the voice and will find the location.

5. REVENUE MODELS

5.1. Revenue Model List

- subscription for the service

- income from advertisements on the web page

- CPC advertising on site

- Affiliate revenue

-Sponsorship of Website sections of content types

5.2. Revenue Models – Detailed Description

5.2.1. Revenue Model 1- SUBSRIPTION

Main source of income from this project is subscription fee. If user decide to have additional

functionality like- two-way planner or whichway.hr route real-time assistant it will be

necessary to buy monthly pack that will also remove advertisements from website and mobile

application.

5.2.2. Revenue Model 2- ADVERTISEMENTS

Second way to provide financial benefits will be advertisements - the free access to the web

page is related with the necessity of add’s existence. It will be a very attractive web page for

promotion as it will be used for a big amount of citizens of the country.

5.2.3. Revenue Model 3-

Third source of the funds for our website is CPC model. We will be given some fees from

clicks of our users on ads which will move them to other sites.

5.2.4. Revenue Model 4- Affiliate revenue

We will have deals with e-shops and we will earn some certain percentage from their sales

made with help of our website.

5.2.5 Revenue Model 5- Sponsorship of Website sections of content types

Companies can pay to advertise a site channel or section of our website. We will make deals

with firms that would be interested on promoting themselves through sponsored section. It

will be more important source of money in later phase of our project.

6. CLIENTS

6.1. Main Clients

- school pupils

- working class people

- people who do not use public communication on daily basis

- Foreigner

- Croatian tourists

6.2. Main Clients – Detailed Description

6.2.1. Client 1- school pupils

Young people who need to find their way to school, check the closest bus or tram. They know

which route they need to go but they need info about departure of the tram or bus.

6.2.2. Client 2- working class people

People who need to arrive at work and similar as pupil they need to know what is the fastest

way to go to work and at what time they need to leave the house to catch the bus or tram.

6.2.3. Client 3- people who do not use public communication on daily basis

Citizens who do not use public transport. Normally they have cars, bikes, other ways to find

themselves in the city. But due to special circumstances they are forced to use public

transport. For them our application and website will be very useful- they are not aware of

routes and time schedules so it will be much easier to rely on our services.

6.2.4. Client 4- Foreigners

Foreigners do not speak Croatian or are not familiar with the city. They need to rely on some

website or application that is held in English to be able to use it comfortably. For them routes

and map support will be crucial.

6.2.5. Client 5- Croatian tourists

Similar group to one mentioned right above. The only difference is they speak Croatian and

are little bit more independent in finding the way.

6.3. Markets and Website Language

The service will be available in English and Croatian to cover as many users as possible right

from a start.

6.4. Client Registration

Registration is not required but for people who will register on website, there will be available

“favourite route” feature.

6.5. Registered Client Benefits OR Direct and Indirect Benefits of Free Content

Subscribers will be given “road assistant” which in real time will help them during the road.

Secondly- as they pay for subscription there is not further need to keep advertisements.

7. PARTNERS

7.1. Main Suppliers and Associates

Main suppliers will be public transport companies which provide services for local

communities. They will inform our website about schedules, ticket prices and current routes

for busses.

7.2. Supplier and Associate Description

7.2.1. Supplier and Associate 1- ZET

ZET is a company which provides public transport services in Zagreb. It will support our

website with all necessary data that are bonded with public transport in Zagreb.

7.2.2. Supplier and Associate 2- Autotrolej

Autotrolejis a company which provides public transport services in Rijeka. It will support our

website with all necessary data that are bonded with public transport in Rijeka.

7.2.3. Supplier and Associate 3- Gradskiprijevozputnika

Gradskiprijevozputnika is a company which provides public transport services in Osijek. It

will support our website with all necessary data that are bonded with public transport in

Osijek.

7.2.4. Supplier and Associate 4- Promet

Promet is a company which provides public transport services in Split. It will support our

website with all necessary data that are bonded with public transport in Split.

7.2.5. Supplier and Associate 4- GRADSKI PRIJEVOZ U DUBROVNIKU

Gradski Prijevoz is a company which provides public transport services in Dubrovnik. It will

support our website with all necessary data that are bonded with public transport in

Dubrovnik. City is not big, but large number of tourists makes it important location of our

services.

8. COMPETITION

8.1. Main Competitors

Our company comes with a blue ocean strategy. It means that we create new value

unavailable to buy or get in any other current existing market. Time-table can be found on

webpages of transport providers but they are far from modern functional applications. But we

can say about potential competitors

8.1.1. Main competitor 1-ZET

If ZET will decide to create their own system on website and launch mobile application they

will be also our competitor on local market of services in city of Zagreb. Main threat is that

their website is first one to visit when you want to check public transport in the city.

8.1.2. Main competitor 2-Autotrolej

If Autotrolej will decide to create their own system on website and launch mobile application

they will be also our competitor on local market of services in city of Rijeka. Main threat is

that their website is first one to visit when you want to check public transport in the city.

8.1.3. Main competitor 3-Gradski prijevoz putnika

If Gradski prijevoz putnika will decide to create their own system on website and launch

mobile application they will be also our competitor on local market of services in city of

Osijek. Main threat is that their website is first one to visit when you want to check public

transport in the city.

8.1.4. Main competitor 4-Promet

If Promet will decide to create their own system on website and launch mobile application

they will be also our competitor on local market of services in city of Split. Main threat is that

their website is first one to visit when you want to check public transport in the city.

8.1.5. Main competitor 5-Foreign website owner

It could be company similat to jakdojade.pl from Poland or fahrinfo-berlin.de/ from Germany.

These companies have know-how and experience with providing services about public

transport. It is not probable that in near future they will come to Croatian market.

8.2. Similarities and Differences with Existing Projects in the Market

In current situation, there is not any similar project like our website in Balkan region. If we

will look globally there are potential threats that already existing companies which are doing

the business in western part of Europe will decide to come into Croatian market and become

our competitors. Potential competitors can come from England, Poland, Austria, France and

other countries which already have know-how and infrastructure to offer such service.

8.3. Project Competitive Advantage

The biggest advantage of the project is mentioned above blue ocean strategy. We are first who

want to do that and we will do that with best quality possible concentrating our efforts on

exceptional client service. Strong points of our project are innovations. At this moment non of

our potential competitors does not use GPS finder to locate position of user. It is not fast and

easy accessible to obtain information about ticket prices- especially for non-croatian speakers.

Feature as intelligent way finder and favourite ways will be earning on our competitive

advantage.

9. WEB HOSTING AND DOMAIN

9.1. Project Web Hosting

Our website will be visited thousand times per day. That requires a great efficiency to keep

site available and without any technical problems. Free domains do not offer features that will

let our website work with good results and provide comfort to our clients. In that case we

decided to buy web hosting which will fit to our needs. We based on rankings of best website

providers and in every ranking one of the top positions was occupied by ipage.com. It offers

unlimited disc space, transfer, domains allowed and MySQL database. Furthermore it offers

also Web Hosting Panel, 24x7 network monitoring and visitors and traffic statistics.

9.2. Project Web Domain

To ensure good marketing and PR it is necessary to have local .hr domain. To obtain that goal

we have researched a few authorised domain registry and we checked whether name of our

domain is available to use.

10. CONTENT MANAGEMENT SYSTEM

10.1. Possible CMS for Project

1. Joomla

is considered to be a more advanced system, but it can be handled after a short training. The

model is a little bit similar to working in Microsoft Word. System is still being developed and

fully free.

2.MODx like TYPO3

the system not suitable for novice webmasters. Its operation requires an extensive knowledge

of programming. The system allows free editing if you have the experience.

3. Drupal

is an interesting hybrid, including it is also extended by a system of blogs, forums, newsletters

and photo gallery. Although valued for its functionality, is also criticized by expert

webmasters for having too poor functionality, and for beginners- too difficult. Also, this

system is free and is still being developed.

10.2. Best CMS for Project - Description

Biggest challenge at starting phase will be to create the webpage. After installation of all

functionalities and mentioned above innovations, pure maintenance with website will be

much easier. Main issue of daily routine will be focused on checking and updating data of

timetables, routes and ticket prices. We decided to choose joomla- it is easy tool to use

(allows to post any kind of data) and does not requires well-developed programming skills. It

will help us with cost reduction as it is free to use and employee can be somebody with

moderate qualifications.

11. MARKETING PLAN

11.1. Project Marketing Plan

whichway.hr will be used only by those who have access to internet but we will definitely

concentrate on promotion in classic media as well. It is a big opportunity for our company that

we are working in cooperation with all most important transport providers and the Mayor

because on a few big webpages (public transport providers in cities with our services and

www.zagreb.hr there will be information and link to our page). Furthermore, our website will

be advertised on Facebook by making a fanpage where people will give us likes and share our

idea with their friends- it is modern way of mouth to mouth communication. Later on we will

buy a special advertising package offered by facebook. We will open a twitter portal where

we will post info about obstacles or changes in time schedules in different cities.

11.2. Project Key words

whichway is the name of web page which also includes the key words. The others are: public

communication, trams, buses, Zagreb, Split, Rijeka, Zadar, where, how, arrive, public

transport, route planner, fast, easy, which bus, which tram, city transport, traffic, traffic jam,

bus stop, tram stop, main station.

11.3. Social Networks Advertising

We will actively use facebook’s fan page to promote our web page. It means that we will

create fan page where users of our services will have opportunity to share their positive

experience or send us ideas how we can improve our project. Secondly we will have a twitter

profile where we will “twitt” about obstacles, changes or technical problems with public

transport.

11.4. Marketing Plan Table

01.08.2014 – start of marketing campaign: filling facebook profile and twitter with info about

our project

01.09.2014 - information on public transport providers and zagreb.hr about introducing the

whichway.hr on the beginning of October

01.10.2014 - start of whichway.hr, informations Facebook, articles about webpage on news in

all the portals and newspapers that have connection to the City Hall

01.11.2014 - forcing our users to share our profile with their friends by facebook and twitter

1.01.2015 – after first earnings we will buy a few billboards in central places in cities where

our services are available.

13. WEB 2.0 TECHNOLOGIES

13.1. Project Facebook Profile

13.2. Project Author LinkedIn Profile

13.3. Project Tweeter Profile

14. PROJECT SWOT ANALYSIS

15. PROJECT STARTING COSTS

Cost structure at the initial stage of project

Lp Name Costs (€)

1 creating of the website 2500

2 marketing costs 250

3 salaries 600

4 overheads 2000

TOTAL 5350

16. WEBSITE PROTOTYPE

16.1. WEBSITE LINK

https://sites.google.com/a/net.efzg.hr/whichway-hr/

16.2. SITEMAP

Main Page

Zagreb

o Route planner

o Obstacles

o News

o Contact

Split

o Route planner

o Obstacles

o News

o Contact

Osijek

o Route planner

o Obstacles

o News

o Contact

Rijeka

o Route planner

o Obstacles

o News

o Contact

Dubrovnik

o Route planner

o Obstacles

o News

o Contact

Zadar

o Route planner

o Obstacles

o News

o Contact

Order form for mobile application

About us

Registration form

Sitemap

Product presentation

16.3 Website screenshots

17. Mobile application prototype

When user runs our application for mobile devices, at first screen he will have opportunity to

pick one city he wants to check schedule of public transport. After click on the one of the

cities he will move to next screen.

In this screen user will be automatically given his starting location. He will still have editing

option- so in case he want to change starting point he still have this possibility. Then, he needs

to pick location where he wants to arrive. After hitting Search button, application will check

via internet connection most appropriate route.

Next step is choice- which way we want to pick at what time. There will be three available

options. Three closest connections will be shown on the screen. When user click in one option

he will be given every stop from point A to point B.

Here will be no option to change anything. It is mostly informational and available to browse.

From this level user can also check the map to have a clear view of the way he needs to go.

In some cases, people don’t need to check the road they are interested only in having a time

schedule from tram stop/ bus stop he wants. This application gives him this opportunity and

fulfils demand for that kind of services.

18. CONCLUSION

This project fills the gap in modern public transport communication between service provider

and customer.

The complex information we will provide to our users is value added that cannot be refused.

As the fact it is first initiative in Balkan region to offer services like this based on newest

technologies. The project proved his necessity in various parts of Europe, there is no threat

that it will not work in Croatia. As innovative tool for vast groups of people it will find

important place in every browser and mobile utility.

There is big probability that this product will be successful and will help a lot of people

manage better their time and time is the only thing that we can only measure. We cannot stop

it, put it backward or forward that’s why it is so important to control it.

CURRICULUM VITAE

Personal Data

Name: Maciej Pawlik

Adress: ul. Piaski 12c, 32- 626 Jawiszowice

Phone number: 0 501 258 961

E-mail: mcjpawlik@gmail.com

Birth date: 13.07.1991

Education

10.2013 Cracow University of Economics

Finance and accounting (Master’s degree)

10.2010/06.2013 Cracow University of Economics

Finance and accounting (Bachelor’s degree)

Specialty: Finance of enterprises

-Scholarship for best students 2011/2012

-Scholarship for best students 2012/2013

2007/2010 High school nr. 1 in Oświęcim

Experience

10.2013-01.2014 Inters as Assistant in Ernst& Young

- performing walkthroughs

- conducting test of controls

- executing hard close procedures

10.2012/ 02.2013 International exchange in University of Rijeka, Croatia

- studies conducted in English

07.2012/ 09.2012 Intern as Fund Accountant in State Street Services Poland:

- settlement income due to bonds’ interests

- settlement income due to dividends

- control over correctness data in system

- verification of flexible interest rates

- funds’ pricing

01.2012/ 03.2012 Project Manager in „Manage-in wiosna 2012” in Niezależne

Zrzeszenie Studentów Uniwersytetu Ekonomicznego w

Krakowie:

- task delegation among team members

- control of ordered tasks

- planning

- team management

Foreign languages

English: B2/C1

Croatian: A2/B1

German: A1

Courses and trainings

"Fundamentals of stock market" (BDM)

”Modern salesman” (Centrum kształcenia zawodowego w Kętach)

"Strategic Negotiations" (Procter & Gamble)

"Recognizing of personality" (Mindset)

"Efficient communication in negotiations" (Quest Change Managers)

“International Finance Reporting Standards” (Academy of Business)

Hobby

Financial markets

Economy

Negotiations

Politics

Dog’s behavior

Volleyball

Football