City Taxi is a San Francisco-based company. Their mission is to provide safe, reliable and timely taxi services. The company will expand its market presence by purchasing Mighty Cab, an established taxi cab association that was founded 12 years ago.

City Taxi provides complete taxi cab services that use the most recent equipment and technology to make it easy for individuals to travel in the San Francisco area. City Taxi’s products show that we are innovative and forward-thinking business that is able to respond to constantly changing customer requirements. City Taxi has a philosophy that values service and realizes the importance of effective communication. Company also recognizes the importance of professionalism and flexibility in a highly competitive market.

The drivers and staff are polite, knowledgeable, and courteous. Drivers and passengers are both protected by City Taxi cabs fitted with Global Positioning Systems, which allow them to be tracked and found in an emergency. All City taxi cabs will have regular inspections to ensure safety, comfort, and cleanliness.

Our strategy is to establish our business as an alternative to taxi cab services by building reputation and market share. The company’s long-term goal is to launch an aggressive marketing campaign, and then penetrate at least 65% market share. The company’s long-term goal is be the top rated ground transportation company in San Francisco.

The company’s main focus is on the taxi industry, including dispatch, mobile data and credit/debit markets. As of March 1999, these markets were estimated to have potential sales of over $119 million. City Taxi will be focusing on the most lucrative credit card/debit-card segment in these markets. While this segment has been introduced slowly to certain areas, it has experienced a rapid increase in popularity over the three years. It has increased by 20 percent in Maryland and Virginia each year, and 25-35% in New York each.

City Taxi competes against Transportation, Inc., Capital Cab, Yellow Cab, Diamond Cab, as well as other companies. Their weaknesses include the inability to accept credit/debit cards and the fact that some still use the radio dispatch system. Our technology is unique in the taxi industry of San Francisco and gives us a competitive edge. By using GPS, the company will be able to provide timely service and give an estimated time-of-arrival (ETA). Customers will enjoy privacy and convenience during transactions with credit/debit cards.

Reliable communications are critical in this field. As such, City Taxi will use the KDT 5000 system. KDT 5000 system design ensures communications will remain reliable under all conditions. Rockwell International will set up a state of art call centre for the company.

The company is looking for $2.5million of financing to finance Mighty Cab Association’s acquisition and initial operations. This funding will cover the purchase of Mighty Cab, marketing, purchase of extra vehicles, software, and hardware. Proposed revenues for 1999 and 2001 are $200,000; $1.5million; and $2.2million.

1.1 Objectives

The company’s goal is to launch an aggressive marketing campaign over the next year and then penetrate at least 65% of the market. The company’s goal over the next 2-5 years is to be the highest rated ground transportation company within the San Francisco Metro Area. They will monitor, evaluate, and follow up on customer call ins.

These are the key components of City Taxi’#8217’s initial strategy.

Establishing a Relationship with Rockwell International Rockwell International is currently establishing and developing a working relationship. City Taxi will have access to many of their services, including:

• Managerial

• Call center and customer service efficiency

• Management consulting

• Technology consulting

• Product management

• Continuous improvement

1.2 Mission

City Taxi’s goal is to provide reliable, efficient, and safe cab services. It does this by offering in-car credit/debit, as well as computer-aided dispatch.

Highlights

Highlights of City Taxi

• 
  Technology
  
  . City Taxi has a unique Global Positioning System (GPS) that pinpoints the nearest driver, thus allowing the driver to give an accurate ETA.

• 
  Credit/debit card system
  
  . This system is the first of its kind in San Francisco and is convenient for both the passenger and driver because approval is given instantly. The machine can be found in the back of the seat. This gives the passenger privacy.

• 
  Trademarks
  
  . The company is currently registering Patriot as a trademark.

• 
  Advertising
  
  . City Taxi is in advanced negotiations with TCI Media Services to provide market research and advertising services.

• 
  Seasoned management
  
  . The management team is highly skilled and qualified, with extensive industry experience.

• 
  Strategic relationships
  
  . City Taxi has established and will continue to build relationships with organizations that will help professional growth. City Taxi finds these alliances valuable because they give us access to technology updates, additional tech support, and a strong presence on the market.

• Only rights to software. City Taxi holds all rights to the latest taxicab software in San Francisco.