ASSESING THE MARKET

In the case of EasytoGo:

Who are going to be our customers? Target Market?

Our product will focus on international and national tourists who have interest in knowing the city Lima by using public transportation. These will be people who are between 15 and 45 years old. They don’t have cars and are people that love adventures and like to travel a lot. Also, they are more likely to have a smartphone and are knowledgeable of how to use a mobile application.

Who are EasyToGo competitors?Our competitors are companies that have developed mobile applications in order to help people to travel around our city. Some of these companies are:

COMPANY 1: COMBI ROUTE It was created by Devos, a company that was born six years ago with support from the Center for Innovation and Entrepreneurship of PUCP. 'Combi Route' (still in beta) seeks to put in the pocket of the users (with Android smartphones) a guide for choosing the routes of public transportation vehicles, for example: combis, custers or buses to get to a certain destination.

PRO: Displays the start and end stops, and the path of various transportation routes. CONS: They tried to detect the user's location by GPS and see what lines can be taken to reach a destination from where their customers are. That option did not work. they couldn´t get all theroutes. To download Combi's Route one needs to type Devos Inc on Google Play.

COMPANY 2: QUIERO IR!

It is the equivalent of Combi Route, but in a PC version. Created by the team OTA (Otakus Anonymous Twitter users), this application has its origins in December 2011, when they won the Peruvian edition of the event Developing Latin America, which was carried out simultaneously for six countries in South America. In two days they created the first version of the service. The application will look further interaction with the user. PRO: It's a fairly accurate application. Not only displays the route on the map, but says in what corner you should turn right or left (literally), and the average travel time.CONS: In smartphones you can only use the web version (not app stores). They don't have knowledge of all the possible routes.

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COMPANY 3: THE METROPOLITANIt was created by a software engineer Diego Velasquez. It has information about the full paths, stations, schedules, etc. PROS: customers can see the closest access routes and their costs.CONS: sometimes the application shows data is not up to date.

Market trends in Lima:

There are a number of factors that play on the mind of your customer, beyond the utility of the product. Sometimes, while the product may be useful for your customer, there may be other factors that are preventing your potential customer from buying the product. Maybe your potential customer thinks that because of social, political or economic considerations, it may not be a good time to buy the product. We have identified some trends that could benefit EasyToGo.

Economic Trends: People living in our country have been increasing their purchasing power more and more. This is mainly due to the growth of our country and the increase of the number of people in the middle and upper class sectors. There are now more chances for Peruvians to acquire products that didn´t consider before but can now because they are earning a higher salary. This is why EasyToGo believes that we can benefit from the improvement of our country in order to sell our application more easily to users.

Environmental and transportation Trends: We will take advantage of the environmental trend, that is, people want fast and timely information through technological means and that is precisely what we offer. Our product also solves a problem which is the one related to the transportation of tourists around Lima. Our product will make clients feel comfortable when traveling around our city.

Social Trends: Nowadays young people around the world love the idea of being able to visit many countries and immerse themselves in what cities have to offer them. So in order to make this happen, it is important to have the tools to be able to easily move in one city, for example: Lima. These young people are more likely to download our mobile application and enjoy the superiority in information that they will have in comparison to other people that want to know Lima. Young people love the idea of having the best products.

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COMPETITOR ANALYSIS:

EasyToGo will face different types of competitors.

Direct Competitors: these are businesses that offer products similar to the mobile application of EasyToGo. In this case, we have been able to identify three main competitors: Combi Route, Quiero ir! And Metropolitano.

Indirect competitors: These competitors offer close substitutes to what EasyToGo has to offer. For example, Google maps application offers the ability to know how to go to a place anywhere in the world, however it is not so specific as our company because they don’t give you the names of the public transportation that one should take.

Future competitors: These are companies that are not yet direct or indirect competitors but could move into one of this roles at any time. Our company doesn’t have knowledge of companies that will try to enter our market in the future. All of our competitors are peruvian companies that know very well how our public transportation works.. It would be hard for outside companies to obtain this knowledge or information.

EasyToGo did an investigation of our direct and indirect competitors and made a table with an analysis of these companies.

COMPETITIVE ANALYSIS GRID FOR EASYTOGO

Name EasyToGo Combi route Quiero ir! Metropolitano Google Maps

Features or attributes

Advantage Even Advantage Even Advantage

Usability(easiness to use)

Advantage Disadvantage Even Avantage Advantage

Price Advantage Advantage Even Advantage Advantage

Customer Service Advantage Even Disadvantage Advantage Even

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