Talk:15.390 Project

A really long post! I finally read really thoroughly through all the emails we've sent so far. I will put here a summary of all the points we had to differentiate the Genetic Facebook and Female Cabs ideas. While I was writing these I thought that our end product for both will end up to be really different from what already exists. Its basically all of your ideas just summarized in one place but I hope it will help us decide whether it is feasible to proceed with either of them or not. We can discuss these at our next meeting. Any thoughts and corrections are welcome!

DNA – GENETIC TESTING WEBSITE etc! What our competitors do: www.dnaheritage.com [Surname/Paternity/Maternity tests] sends DNA test kit for free –customer pays when he/she sends it back.(15days – 3.5weeks for results) www.ybase.org [Surnames/Haplotypes tests – Big existing database] www.ancestry.com [Historical/Surname records, Family trees, DNA/Paternal/Maternal testing] None of them does this: “no definite conclusions on propensity towards disease or other medical conditions can be identified”

What we can do: Concentrate on the local/family website Quoting Adrian: ‘Create a social/family website like facebook to connect people not as friends but as children, parents, siblings, cousins.’ Relations by marriage can also be shown and people from different families brought into contact. Collaborate with ybase.org to gain access to a wide existing database. Tools: Related people can be brought in contact and allowed access to each others information. Access to genetic fingerprinting for people with similar background found on website. Collect our own genetic material through tests but also cooperate with ybase.org to have a wide existing database. Possibly pay commission every time we request information from them. Delivery innovation (local 24-7 in drug stores, test kits) for easier collection of genetic material. Family tree application Advanced DNA research on request on propensity towards diseases inside families (other websites don’t offer it) Flights for family reunions/weddings/(funerals?) –Visits to countries of origin Oldest/Youngest/Closest relative application

How to charge: Access to website/different applications will be available at a fee

FEMALE CABS/SUBSCRIPTION CAB SERVICE What we offer: Secure service (Female drivers for ladies service from lets say 10pm to 4am and they can call for this specific service at an 0800 number) Cab tracking (on txts / online) Subscription (eg. Monthly) (eg. Use the cab on the same time each day for the same destination at a reduced rate) 0800 or reverse call charges for subscribers Store keys of subscribers (in case you lose/forget them) – security issues Online tracking of when you have used it and where it takes you so with access to a website people who have access to it will know where you are at a certain time. (parents track kids or used by adults for security) Extra food services ie. Breakfast, coffee ordered online from before

So this will mainly be a subscribers service. However it certainly cannot be marketed successfully in cities with good mass transport systems! We can compete on security, no time delays and convenience since it will pick you up from your house.. but we also need to be able to compete on price. Other Boston websites eg. www.617taxi.com have online ordering but not subscription services. We can base our company on female cabs security and reduced prices for long term users – subscription members. And as Ian said we can have different levels of services and price bands to target a range of consumers. Coorporate execs/ Teenagers (tracking used by parents)/ Female cabs for security of single women.

Defensibility issues: Technological twist: Journey tracker and Online booking? Its difficult for large established firms to change their structure and replicate us if we enter the market quickly .. but this is mostly based on luck and us establishing brand loyalty before others enter the market.. Maybe if we get a large security company (cant think of one right now!) to advertise on our cabs will gain peoples trust??just an idea..

Low profit margin: However we are talking about a subscription service which means we will have a guaranteed customer base rather than picking up people from the streets We might be able to adjust prices according to demand for our product… help on this issue!

STUDY AIDS I don’t have time to research this idea! It could work. We have already talked briefly about it I think long ago and the main issue there was copyrights..

Anyway these were my long random thoughts. I hope it helps to select or exclude some of the ideas. All have drawbacks and we cannot find the perfect one.. at least lets choose the most differentiated one!