Analysis of Ingogo's Business Model in the Online Taxi Booking Industry of Australia

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

1MANAGEMENT
Table of Contents
Business Model:.........................................................................................................................3
Key Partners:..........................................................................................................................3
Key Resources:.......................................................................................................................3
Key activities:.........................................................................................................................4
Customer Segments:...............................................................................................................4
Channels:................................................................................................................................5
Value Proposition:..................................................................................................................5
Customer Relationships:........................................................................................................5
Cost Structure:........................................................................................................................5
Revenue Streams:...................................................................................................................6
Inter-relationships:.....................................................................................................................6
Critical Success Factors:............................................................................................................6
Important Factors:......................................................................................................................7
Changes:.....................................................................................................................................7
References:.................................................................................................................................9
Appendix:.................................................................................................................................11
Business Model:...................................................................................................................11

2MANAGEMENT
The paper analyses the business model of a chosen business organization named as
Ingogo. The mentioned organization operates in the online taxi booking industry of Australia.
With the significant rise in the Australian online taxi industry, the organizations are observed
to conduct a significantly profitable business in the mentioned industry (Witt, Suzor &
Wikström, 2015). The mentioned organization provides the facility of booking cabs through
their website and offers them a safe ride to their destinations. The paper describes the various
aspects of the business model such as value proposition, customers relationships, channels,
key activities, key partners, customer segments, revenue streams, key resources along with
cost structures of the organization. Adding to that, the paper describes the relationship
between the above mentioned blocks along with the effective identification of the factors that
are affecting the success of the organization. In addition to this, the paper recommends some
crucial changes that are much required for the organization in order to generate larger amount
of revenue.
Business Model:
Key Partners:
The founder and chief executive officer of the organization, Hamish Petrie is seen to
collect significant amount of fund from various Australian investors. The Australian Federal
Government is one of the key partner of the organization for granting funds for the mentioned
organization (Australia.gov.au, 2019). In addition to this, MYOB co-founder Brad Shofer
was one of the key investor for the chosen organization (Myob.com, 2019). Apart from this,
the Australian Taxi Industry Association is seen to be regulatory authority for the effective
management of the operations of the organization (Atia.com.au, 2019).

3MANAGEMENT
Key Resources:
The major resources of the chosen organization is the considerable number of taxi that
the company owns and uses for providing quality and uninterrupted services to the customers
of the organization. In addition to this, the required technological infrastructure for booking
the taxi through the company website and for the achievement of the payments is considered
to be important resources for the organization. Apart from that, the considerable number of
skilful employees for the effective management of the booking and the receiving of the
payments along with the drivers for driving the taxis are crucial resources for the success of
the organization.
Key activities:
The chosen organization is seen to serve the customers by providing them a safe and
secure option for transport. In addition to this, the company offers a comparatively low
pricing for their services.
Customer Segments:
With a precise focus on the profitable market of Australia, the targeted segment of the
customers is mentioned below:
Ingogo Customers (Australia)
Age 20-55 Years.
.
Sex Male and Female both.
Income Customers with income level of A$10000 or
more on monthly basis (Ingogo.com.au,
2019)
Other Characteristics Credit and Debit Card Users, Online