Инновационные транспортные системы

T he parties want to launch a pilot project in Moscow, which results will effect further scale of the project to other cities in Russia. Pilot project for bike rental services was realized in Moscow in 2013 with efforts from Transport department of Moscow and Bank of Moscow. F rom 64 000 of users during the first year, project has grown 7 times by 2015. F urther planned investments in development of bikes infrastructure in Moscow — 35 mln.

rub. till 2020. F irst bike rental services with parkings near metro stations and other crowdy places appeared in St. P etersburg in July 2014.

C urrently there are approximately 100 rental service stations, 200 thousands of rides are completed yearly. Bikesharing model, identical to convenient carsharing is planned to start working this year in St. P etersburg.

U nlike existing rental service stations model, bikesharing model will allow users to take and to leave bike in any comfortable place in the city. A ll bikes will be equipped with navigations system sensors, with service provided via mobile application. 4. P rerequisites estimationWithin the framework of the Nautilus project several types of vehicles will be offered: electric cars, mopeds (motorbikes), bicycles; scooters andgyroscooters.

A ll categories of vehicles will vary in cost of use. T he client himself will be able to select the appropriate price segment and choose the appropriate mode of transport. B.

esides this transport packages will be available, that is, the use of vehicles in a combined order of two, three or four modes of transport. The choice of transport, as well as service-kits, will depend not only on the cost of rent. A significant influence will be provided by the distance to which the user should move, from where and where to he moves, as well as the configuration of streets and the need to move through pedestrian areas or even inside the premises. I n the latter case, only scooters and gyroscoters are suitable. Let us describe in detail the positioning of the types of vehicles offered by the service (they are given in increasing order of rent).Scooters — for moving to short distances along pedestrian areas, within walking distance, in areas with good roads cover and also in large shopping centers and public places. Gyroscooters are more expensive but convenient analogue of the scooter for moving to the same distances and under the same conditions. M.

ust be equipped with everything necessary to quickly recharge from an ordinary electrical outlet. Bicycles — for fast moving to medium distances, including pedestrian areas and specially designated bicycle pathways, but not inside the premises. Moped — allows the user of the service to move over medium distances without spending their own energy for it, but only on public roads excluding pedestrian areas. Cars (electric cars) — moving to a long distance, including driving outside the city with maximum comfort. An important factor will be the weather conditions. B ecause of the climatic conditions in St. P etersburg, the project will have a pronounced seasonality. I n summer, demand will be much higher for scooters, gyroscooters, bicycles and mopeds. I.

n winter, the demand for these types of transport will be reduced to a minimum. C ars are the only transport that will not be subject to seasonal demand. The approximate size of the target audience of Nautilus project in St. P etersburg, which should be taken into account at the start of the project, can be determined based on the client’s portrait. A ccording to the earlier analysis, it can be assumed that the main users of the new service will be working people aged 18 to 34, medium-income, using public transport, in particular the metro, for moving over significant distances inside the city. Based on the results of the last census conducted in 2010 [1], it can be assumed that approximately 700,000 people fall into this segment.

T his figure takes into account the fact that according to the results of the polls, about half of the population of large cities is not ready to fully abandon their cars, and that since the last census the population of St. P etersburg has increased and according to Rosstat it is 5,351,935 in 2018. The target audience includes tourists. I n 2017, nearly 7 million people visited St. P.

etersburg, of whom 2.9 million were foreigners. [ 2] The flow of tourists in 2018 will significantly increase due to the World Cup. The choice of the main nodes for locating the transport is based on the specifics of its application, discussed above. T.

he project will require the creation of a significant number of specialized parking spaces, which will allow renting the transport, replenish the accounts, charge the transport batteries with electric motors (gyroscope, electric cars).Parking for transport intended for moving to small and medium distances should be located at metro stations and nodal railway stations in order to allow users to quickly reach places far from major urban transport hubs. B asically, these are the central districts of St. P.

etersburg. I n addition, parking spaces for scooters and gyro pacemakers are expedient for marking in large shopping centers. The landing points for motorbikes and cars should be located in the sleeping areas of the city, as well as in places that are far from major public transport nodes. M ainly these are the areas located on the periphery of St. P etersburg. Such a placement will allow users to build a convenient transportation sequences while moving around the city.

F or example, in order to get there in the morning from a house located in the north of St. P etersburg to work located in the central part of the city, it is enough to get on a bicycle, go to the metro station (2−4 km), take the metro to the center and rent a gyroscooter, not to be late to the office, which is located 1.5 km from the metrostaton. T.

he corresponding package will be available for subscription. In the future, the network of parking lots will be expanded and optimized depending on demand in different areas. An important factor for success is the organization of mobile service units, which will carry out maintenance in every district of the city, as well as provide prompt repair or replacement of equipment that has failed. The main office of the project should be located in an industrial area, providing good transport accessibility and logistics. T he location combines office space, a warehouse and a workshop. Payment for the use of the service will be made by subscription or by the actual time of use of the chosen type of transport. P.

ayment is possible as a bank transfer, through an application on a smartphone, through numerous automatic payment points, the network of which already exists in the city, as well as in cash terminals at parking lots. To launch the project, it is planned to attract additional funding from the budget of the municipality of St. P etersburg. I n this regard, it is necessary to conduct negotiations and coordination with the city administration. T.

he main argument and USP will be the development of environmental individual transport in the city and traffic optimization by reducing the use of personally owned cars. It would be also beneficial to agree on the possibility of using travel passes for public transport to pay for using individual transport. Also, the city administration must issue a permit for renting premises in public places to create the necessary infrastructure (parking, charging stations, etc.)With the owners and managers of the trading and entertainment complexes it is necessary to agree on the placing of storage and delivery kiosks for scooters and gyro locations. T he benefit for them would be increasing influx of visitors who can quickly and easily reach the store. Due to the fact that there are already companies on the market that offer carsharing service (DeliMobil), the entry into this segment will be the most difficult. The uniqueness of Nautilus project is the use of environmentally friendly electric vehicles in conjunction with other means of transportation.

5. Description of business modelThe entrance to the public transportation market of the Nautilus project is free, as there is no competition in this area. When entering the market, the Nautilus project has only an administrative barrier in the form of issuance of permits for this type of activity, registration of land plots for parking spaces for transport. The following types of transport are used for this project: — Electric vehicles;

— mopeds;

— Scooters;

— Bicycles. Tariffs for the use of vehicles under the Nautilus project will vary depending on the type of vehicle. Table 4.1 shows packages of services for the Nautilus project and form tariffs on them. Table 4.1 — Batch service and tariff scale, rub.№Name of the package of servicesTariff 1 day1 week1 month1 quarterhalf-yearThe use only one vehicle1. Electric cars50030001140032000600002. Mopeds15090034009600170003. Scooters704001600450070004. Bicycles1006002300650012000Use of two vehicles5. electric car + moped62037101410039500732006. electric car + scooter54032301240034700637007. electric car + bicycle57034201300036600684008. moped + scooter2101240480013400228009. moped + bicycle24014305400153002760010. scooter + bicycle16095037001050018100The use of three vehicles11. electric car + moped + scooter660390014900418007620012. Electric car + moped + bicycle680409015600437008090013. electric car + scooter + bicycle610364014000391007190014. moped + scooter + bicycle29017506700189003310015. The use of all four types of vehicles7204280163004590083800Let's recalculate the main indicators for the implementation of the Nautilus project. The main conditions for the implementation of the Nautilus project: — purchase of electric vehicles in the amount of 100 units worth 550 thousand rubles. each;

— purchase of mopeds in the amount of 150 units worth 100 thousand rubles;

— purchase of bicycles in the amount of 150 units worth 35 thousand rubles;

— purchase of scooters in the amount of 150 units worth 15 thousand rubles;

— creation of a responsible structural unit and recruiting employees in the number of 3 people with a monthly salary of 60 thousand rubles;Given the availability of a target audience of 700,000 people and taking into account the periodic need for leased vehicles, seasonality factors, ease of use on congested streets during rush hours and in winter and established habits, it can be assumed that the demand in the first years of Nautilus project operation will be at least 2% of the number of people in the target audience, i.e. will be at the level of 13 000−14 000 people per year, which corresponds to 6500−7000 people for the first half of the year. Based on these prerequisites, the structure of consumption of the proposed products of the Nautilus project was developed, resulting in the number of 6,657 different services for the half year. Based on this structure, the projected revenue and profit indicators of this project are calculated — see Table 4.

2.Table 4.2- Projected indicators of revenue and profit of the Nautilus projectProjected indicatorsUnit1 day1 week1 month1 quarter1 half-year.Planned sales volume of servicesUnit. 9 640 915 782 367 406 0807Electric carUnit .50 047 542 738 4345MopedsUnit .60 057 051 346 1414ScootersUnit .100 095 085 576 9692BicycleUnit .1 500 142 512 821 153 0247Use of two vehiclesUnit .3 090 293 526 392 372 2242electric car + mopedUnit .50 047 542 738 4345electric car + scooterUnit .60 057 051 346 1414electric car + bicycleUnit .100 095 085 576 9692moped + scooterUnit .1 009 585 7668moped + bicycleUnit .35 033 229 826 8241scooter + bicycleUnit .54 051 346 141 4372Use of three vehiclesUnit .2 650 251 722 642 036 2240electric car + moped + scooterUnit .55 052 246 942 2379electric car + moped + bicycleUnit .60 057 051 346 1414electric car + scooter + bicycleUnit .50 047 542 738 4345moped + scooter + bicycleUnit .100 095 085 576 9692Use of all four types of vehiclesЕд.30 028 525 623 0207Total profitthousand rubles3 537 40 020 083 66 069 018 600 174 335 300 286 349 500Expenses including: thousand rubles1 420 3759 942 62 539 770 500 119 311 500 238 623 000Electricity costs for 10 electric vehicles (from zero to full charge) thousand rubles100 700 0002 800 0008 400 16 800 000Amortization of transportthousand rubles1 092 0007 644 30 576 91 728 183 456 000Maintenance of transportthousand rubles48 375 338 6251 354 5004 063 5008 127 000Salaries of employeesthousand rubles180 0001 260 0005 040 15 120 30 240 000Project incomethousand rubles.2 117 2 510 141 3 529 248 10 055 023 80 047 726 500Based on the submitted data on the planned indicators of costs (cost price) and revenues for the Nautilus project, let’s conduct a short financial analysis: calculate the profitability of this project. The formula for calculation: R = P/C (1)where, R — coefficient of profitability P — profit C — cost — expenses of the projectR = 47 726 500/238623000 = 0,20The profitability of the project is 20%.

6. Launch and promotionAll activities related to the promotion of the NAUTILUS project should be reflected in the communication plan, indicating the time, costs and persons responsible for its implementation. T he main message and the basis for communication reflects interests and moods of today’s urban youth, which will be the main users of Nautilus: «Our service is a modern and fashionable way of quickly moving around the city that does not harm the environment.» The advertising campaign is framed in a dynamic, urban style. T he main slogan is «Moving in the rhythm of a big city» .Active communication with the target audience should be carried out in 3 stages. 3 months before the official start of the project, a pre-launch campaign begins, which should create interest from potential users and prepare an information field.

T his faze involves the placement of outdoor advertising and banners in the city and public transport, which will gradually «warm up» interest, but not reveal all the nuances of the service. Simultaneously with the pre-launch campaign, the equipment will be installed at the transportation points, which will serve as a good background. A month before the launch, all media must contain information about the date from which the service will become available for use. The second stage — the launch, starts on the day when the service officially becomes available for use. I t should be marked by information publications on the Internet and publications in newspapers distributed free of charge in the metro («METRO»). In addition, the service is actively advertised through outdoor adz on public transport (stickers on buses, advertising in the subway, etc.). This will allow in a short time to cover the maximum audience in St. P etersburg. After one month from the date of the launch of the Nautilus service, the advertising company is subjected to a thorough analysis of the effectiveness of the promotion channels.

C orresponding adjustments are made to the communication plan, the third stage of the campaign begins. Content-marketing and user involvement is the basis of the last stage and all subsequent promotion. T he site of the project and social networks publish stories, telling how convenient it is to move around the city using our service. F.

or example, the story of how a young man in the rush hour bypasses traffic jams and got from work to the restaurant, using a gyroscope, and was not late for a date with his girlfriend. O r how a young entrepreneur sold his car and invested the money in his start-up, without losing too much in convenience and speed of travel, because actively he uses carsharing service. M oreover, it goes much cheaper than the maintenance of his own car. This approach allows not only to improve the brand awareness, but also involves the target audience in the discussion, encourages comments and feedbacks on their own experience of using Nautilus. T ogether with a well-organized interaction with opinion leaders and targeted advertising, this will create a snowball effect. In addition, to increase the popularity of the concept itself, it is possible to hold action-competitions: those who get from one point of the city to another faster using NAUTILUS, will receive a discount for the use of the service within a month. The design of NAUTILUS vehicles should serve two goals. I.

t should be recognizable and fully fit into the concept of transport, which accelerates the movement through the narrow and congested streets of St. P etersburg. The first task is complete by the unity of colors in the design of vehicles and the places of its rent (charging stations). T he colors should be bright enough to make NAUTILUS stand out and recognizable, but not to catchy, as not to scare off older clients. The second task should be solved in close cooperation with the vehicle manufacturers. A good example of such a design is the Huashi Project in China. T.

he issue of congestion plagues almost every major city especially in Asia. W ith the majority of the world’s population, innovative solutions are needed to address the need to reduce congestion. O ne of the most innovative of these designs is one that takes up the least amount of road space and moves the largest amount of people, supplies and containers with a very small carbon footprint. A company in the southern Chinese town of Shenzhen has done just that.

T o address the country’s problem with traffic and air quality, Shenzhen Huashi Future Parking Equipment has developed a decidedly odd, wide-bodied and very innovative vehicle that can carry more than 1200 passengers. Called the straddling bus, Huashi’s invention resembles a training or bring thought of London’s double decker bussed but much bigger and much more dynamic. T he passenger compartment spans the width of two traffic lanes and sits high above the road surface on a par of titanium-framed stilts that leave the road clear for ordinary cars to pass safely underneath. I t runs along a fixed route. The Huashi Future Parking outside invention is about six meters (20 feet) wide and is powered by a combination of municipal electricity and solar power derived from panels mounted on the roof of the vehicles and at numerous bus stops. T.

his innovative design allow for the ability to move larger amounts of people, which China has made great strides in, while being environmentally clean. A pilot project for the vehicle is in the works in Beijing and several other Chinese cities. T he vehicle travels at or around 40 Kilometers per hour, or about 25 miles per hour and could reduce traffic rates and jams by 25 to 30 percent on main routes. T his implementation could work in any major city where traffic is a struggle. T.

he standing bus could replace up to 40 conventional buses, 860 tons of fuel that could be consumed by those 40 buses thus preventing 2,600 tons of carbon emissions. A n important element of NAUTILUS’s success is the convenience of the service itself, which includes a website and an application for smartphones, as well as a good technical condition of the proposed transport. The convenience of the service directly depends on the interface of the client application and its functionality. T he application, available for Android and iOS smartphones, should allow the user not only to determine the nearest available transport, but also to lay routes from point A to point B using all available modes of transport. I n this case, the user must see how long the trip would take, and what budget each option demands. N.

aturally, the application should allow users to pay for services and subscription, leave feedback and suggestions, and send messages to each other. Service and maintenance of the equipment is provided by mobile teams of technicians who will be able to solve emerging problems on the ground. A ccording to our estimation, one team of 2−3 people with a service car for every district of the city (up to 18 units) will suffice. T he technicians are trained by manufacturers of equipment used by NAUTILUS and annual certification. U sers should be able to signal for breakdowns from the application and by phone and receive prompt support and assistance.

A ccordingly, it will be necessary to organize a remote helpdesk, whose employees will be able to advise users on-line.After the successful start of NAUTILUS in St. P etersburg and the evaluation of the results, it is possible to continue its development and use the accumulated experience and skills to launch similar projects in other major cities such as Moscow and Sochi. According to the forecast of the president of the Mobility division in Ford Motor Company Marci Klevorn, according to the speech at the «Global Automotive Conference» Barclays 2017 in New York, the development of the transportation network for renting modes of transport is increasingly taking over the world." There are cities that can ban cars altogether, or allow only cars used under conditions of ridesharing, or make personal cars too expensive. T herefore, it is important for us to engage in all modes of transport, so for us it is important to have a ridesharing" , — the top manager of the Ford Company said." But I do not think that this will lead to the disappearance of personal ownership of the car. T.

he part of our global vision is the freedom of movement of a person, and this can mean different things for people, depending on the environment in which they live. In remote places of the Earth, freedom of movement can mean owning your own car, «.

— Klevorn emphasized. In the press service of Ford Motor Co. it was noted that in the coming years the profits from software and services can make up a significant part of the company’s revenues, and possibly — exceed the revenues from the production and sale of cars. In the division headed by Klevorn, 14−15 thousand people are currently engaged in «Clever mobility» .

— this structure includes including IT departments. T his amounts to 7% of the total number of Ford Motor Company employees (about 200,000 people worldwide).Thus, the main development trend of such a project as the Nautilus is that the development of a smart transport system or other leasing a variety of modes of transport will increase its presence in the transport system of the Russian Federation. T.

his contributes to the ousting of private taxis from the transport market and the reduction of personal ownership of cars in major cities of the country. It is also worth noting that the application that is used by customers will become a source of a large amount of useful information. T he information can be used not only to improve the NAUTILUS service or monitor the transport situation in the city. B.

ased on the analysis of data transmitted by users during registration and data on their movement, it will be possible to draw conclusions about the different preferences of users and the relationship between their place of residence, work, hobbies and places where they make purchases etc. M oreover, this opens up prospects for the development of business models not directly related to the NAUTILUS service. F or example, this data can be used for targeted advertising in transport locations and on vehicles themselves. I n addition, these data can be sold sell to other companies and organizations, for example, marketing and statistics agencies (Big Data). T.

here is a huge potential for the development of the project in the usage of the data generated. Bibliography1. Pwc study on the cost of owning a car,.

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