Mils

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Information about Mils
Technology

Published on March 12, 2014

Author: alexanderderekrein

Source: slideshare.net

Description

In an interdisciplinary project study at TUM Ferdinand Ehrhardt and I were challenged to investigate the process of launching an app.

Prior to working on Mils Ferdinand and I carried out work on our idea Train Claim, a smartphone app that facilitates the process of claiming refunds in the case of train delays.
The idea was based on the EU Directive on Passengers Rights that obliges railway companies to refund certain amounts of the ticket price in the case of delays.
Although we liked the idea a lot we dumped it for the reasons outlined in the presentation.

While working on Train Claim we discovered the necessity for an easy to use, pay-as-you go snail mail app that allows you to add your handwritten signature to your letters.

That's exactly what Mils is. Have fun with the presentation. As always, feedback is appreciated ;)

Mils Project Study

Agenda Initial Idea Train Claim Planning Mils Implementing Mils Taking Mils to the Next Level

Agenda Initial Idea Train Claim Planning Mils Implementing Mils Taking Mils to the Next Level

Claim Refunds via Smartphone Initial Idea Train Claim Idea Based on EU Directive Intelligent, Quick & Easy Process Take a Picture of the Ticket as Proof of Delay Sign via Touchscreen Submit & get the Refund Payment via In-App Purchase

Claim Refunds via Smartphone Initial Idea Train Claim Idea Based on EU Directive Intelligent, Quick & Easy Process Take a Picture of the Ticket as Proof of Delay Sign via Touchscreen Submit & get the Refund Payment via In-App Purchase

Claim Refunds via Smartphone Initial Idea Train Claim Idea Based on EU Directive Intelligent, Quick & Easy Process Take a Picture of the Ticket as Proof of Delay Sign via Touchscreen Submit & get the Refund Payment via In-App Purchase

Market: Who and Why? Initial Idea Train Claim Target Group USP Frequent Train Travellers Dissatisfied DB Customers Digital Natives Smartphone Users User-Friendly On the Way & Fast Only Smartphone Required Competitors Refund.me Traditional Refund System Flightright

Unrealized Turnover Turnover Potential Initial Idea Train Claim Total Market vs. Maximum Turnover High Implementation Cost Limit Turnover and Margins 0.90 € 0.33 € 0.63 € 0.23 € - € 0.50 € 1.00 € 1.50 € 2.00 € Profit per Claim In-App Purchase Print Postage Cost Structure

Why did we Bail? Initial Idea Train Claim Validity of Touchscreen Signature Quagmire: High Dependence on Deutsche Bahn Terms Photos of Tickets Might be Illegible and Therefore Void Only Postal Service Accepted Third Party Liability Issues European Rollout Hardly Possible Legal Issues General Issues Bad Ratings Demands for Refund Cost for Non-Refundable Claims This Results in a High Financial Risk Risks

Agenda Initial Idea: Train Claim Planning Mils Implementing Mils Taking Mils to the Next Level

Market: Competitive Landscape Planning Mils Medium Cost Difficult to Find the Right Partner for Individual Destination User Unfriendly Interfaces Time Consuming Low Cost Time Consuming Equipment Necessary Exclusively Domestic „Postident“ Required Distribution Partners Traditional Postal Services E-Post (Germany)

Market: Who and Why? Planning Mils Target Group USP Digital Natives Expatriates Globally Connected Tech-Savvy Medium to High Income User-Friendly Integrated Signature Possible Worldwide Distribution Fast Delivery Available on Mac OSX & Windows

1.00 € 2.00 € 3.00 € 4.00 € IAP Legal & Feasibility: Payment Planning Mils „Economies of Price“ VAT Applies Common Means of Payment Efficient at Lower Price end VAT Does not Apply Feasibility Issues Only Fixed Prices Possible CREDIT Price IAP Price Credit Card Credit Card In-App Purchase

Legal & Feasibility: VAT Planning Mils EU Non-EU Consumer Business Germany 19% VAT 19% VAT 0% VAT VAT Refundable 0% VAT if VAT-ID Provided & Valid 19% VAT Otherwise 0% VAT Higher Margin with Non-EU Customers

Forecast Planning Mils Download Curve Similiar to Track My Life Based on Platform User Numbers Active User Rate Similiar Between Utility Apps Experience Based Scenarios Optimistic Realisitc Pessimistic Model Assumptions Realistic Case 0 5000 10000 15000 20000 25000 0 50000 100000 150000 200000 250000 300000 Total Monthly Downloads Total Cumulative Downloads

Financial Model Planning Mils Based on Forecast Surveyed Spending Behaviour Included Two Extreme Cases: Case 1: Germans Send a Letter to a German Recipient (Unfavourable) Case 2: People Outside of the USA Send a Letter to the USA (Favourable) 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 0.9 € 1.5 € 2.1 € 2.7 € Case 1 Case 2 Spending Behaviour ComparedAssumptions

Financial Model Planning Mils Costs Based on Cases VAT & Credit Card Costs Included Optimum Margin at 0.35 € Forecasts of Monthly Returns Assumptions Results Average Monthly Returns 383 € 1100 € 2489 € 0 € 200 € 400 € 600 € 800 € 1000 € 1200 € 1400 € 1600 € 1800 € 2000 € 2200 € 2400 € 2600 € 2800 € Pessimistic Base Optimistic

Agenda Initial Idea: Train Claim Planning Mils Implementing Mils Taking Mils to the Next Level

Spain Portugal Germany UK France Czech Republic Partnering: Distribution Network Implementing Mils Europe

Marketing Implementing Mils Own Webpage Blog Features Articles on Webpages Joint Press Releases Contributions to Competitions Open Source References Guerrilla Marketing Video Ideally Viral Spread Pitches to Tech Journalists App Store Features High Ratings Download Rankings Cross-App Advertising

Multi-Language Support Implementing Mils Portuguese: 3.08% Italian: 0.90% German: 1.39% French: 1.12% English: 5.52% Spanish: 5.85% Benefits Increased Customer Base Enhanced Trustworthiness Substantially Elevated Community Recognition and Augmented App Store Featuring Probability 17.86% Native Language Coverage Drawbacks Time and Cost Intensive Increasing Complexity for Updates

Economic Review Implementing Mils Pessimistic IRR: - 37.08% Base IRR: +10.93% Optimistic IRR: +77.14% 2 Year IRR Scenarios

Agenda Initial Idea: Train Claim Planning Mils Implementing Mils Taking Mils to the Next Level

Future Developments Taking Mils to the Next Level Easy Implementation for Mass Mailings Include Discount for Key Customers Premium Services (i.e. Customized Envelopes) Economies of Scale Smartphone Expansion Extend Distribution Network Verticals: Offer Other Print Products B2B B2C

Lessons Learned Taking Mils to the Next Level Train Claim Mils The More Complex the Service, the Higher the Chance of Legal Problems Cost Structure Matters Big Time High Risk Requires High Return Consumers are very cost sensitive When Depending on Partners Planning Thoroughly is Crucial Prepare for Eventualities, Especially When Dealing With Third Parties Don´t Mistake Launching a Product with Creating a Product

Thank You!

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