Executive Summary

The aim is to design a convenient transportation solution for the urban dwellings of Dhaka city.
Dhaka is known for one the most densely populated and polluted mega cities in the world.
Hosing more than 400 million people, the city is already become unable for living. Moreover,
providing public transport facility for this huge bunch of people is challenging. Our aim was to
develop a simple & low investment transportation solution for urban passenger while
maintaining safety and comfort of passengers. The solution will provide the passengers various
amenities along with enjoyable journey. Our goal is to target the customers who frequently uses
taxi, rideshare and personal cars & bikes. By capturing them, we can certainly reduce the number
of vehicles on road which is major cause of traffic congestion. Also, the service ensures safety
during this Pandemic situation and how we took steps to ensure best services in this time and we
also make abuse free environment for women passengers. By leveraging technology and
network, the solution will provide utmost services over existing competitive service. The
solution can be offered for both middle and higher income class people. Overall, it will add
another dimension over the existing services and simply will make ride hassle-free.
 DIGIBUS
Digibus is a new informative platform that makes easier for Bus ridding to city people. Now the
question may arise, what is DIGIBUS? How it works? What is the special specifications? We are
now introducing a total new Application that has been never used in our country. If we see our
Mega city Dhaka around 4 core people are living and most of them use Local bus for riding to
here and there. Bus riding cost is so cheaper than other transport. Around 7/10 lakh people
regular riding local bus to this mega city.If we see our busiest Bus stoppage point in city we will
found huge difference and mismanagement there. Digibus works here for Bus riding Mobile
App.Its not like an application; it’s a total Ride sharing Management where customer gets assure
two things. Like SAFE & SECURE journey and FAST RIDING service.

DigiBus, a mobile application where any customer can login by putting their valuable
information and that information keeps safely. Anyone can book their Ticket on online and not
only that they can see what is on riding bus, next bus, seat booking, Bus arrival time, Bus
stoppage update, Information Corner etc.We elaborate our application with new specifications.
Our Digi bus service is always concern for customer satisfaction. Current Covid-19 situation
Digi bus took various steps for making safety to all their valuable customers.

Our Product:

Digibus is a intercity bus service for the passengers of Dhaka city to catch best service possible
in the present context of Dhaka city. Our service will be delivered through a tech based platform
where possible passengers can easily access through our services. Digibus will offer its services
through its optimized application program that will provide on time information about:

1. Locations of Buses,
2. Available vacant seats
3. Probable arriving and destination time
4. Advance seat booking system
5. Ticket Cancelling System
6. Balance Point Service
7. Covid -19 Safety.
8. Government Rules and Regulation
1. Locations of Buses:

Though our app system, Our passenger can easily check the position of our buses, So
that, our passenger easily check the bus position then can wait for the next bus or, use
other services. Not only that we also introduce for our customer RED ALARM. This
alarm will help them to alert the upcoming bus within their preferable range and this
alarm will snooze them 3 times for get alert. By getting the bus position, usually in rainy
or cold season they can come out for bus knowing the buses are avail at that particular
time.

2. Available vacant seats:

Digibus will introduce its own network connection though seat weighting sensor. These
sensors will calculate weight of the seat and signal the main control system about the
vacancy of seats in particular buses. The main control system updates application
information system about the availability vacant seats in particular buses. So, if there is
no chance of getting seats, the passenger don’t have to wait so long rather than they can
switch to other services

3. Probable arriving and reaching time:

There will be a central AI based information update system that will optimize with
Google Traffic. This system will update on time traffic congestions of the particular
route and will automatically calculate probable arriving and reaching time frame. Our All
buses are interconnected with GPS Tracker to our network systems. This information is
processed on central control system and on time representation on our dedicated
application. Moreover, Red Alarm service will also work for notification.
 4. Advance booking system:

Our Digibus will provide the advance booking of seats that will require additional fair at
the time of booking. That will allow passenger to book their seat previously so that they
can ensure their seat. Also by that we can track their destination and identify vacant seats.

Our Digibus will also offer some additional service over existing bus services. These services are
introduced for the comfort and convenience of passengers. These are:

 Additional drinks and snacks Corner

 Newspaper and Magazine Corner
 Wifi Corner

Additional drinks and snacks Corner:

There will be ATM based snacks racks system that will be installed in every bus. These
automatic rack systems will have some snacks and drinks item those will be paid through in built
app system or QR code payment system.

Newspaper and Magazine Corner:

Apparently with the food corner, there will be a dedicated corner for different newspapers and
magazines. These will also be managed by ATM style rack system. People can buy these
products using their app based payment system or QR code based payment system.

These additional services will be provided in every bus in a automatic rack system where all the
payments will be done through in built payment system that is optimized through our application
program “Digibus App”.
Wifi Corner:

Only Digibus App user will get a special services of free wifi access to their buses.When they
arrive in their buses then application automatically will connect the bus wifi management. It may
cost few money but fastest wifi services will be given every digi bus customers.

5. Balance Point Service :

The most salient feature of our unique bus service is the app based payment solution. It is a
hassle-free payment process that will ease bus fare both for passenger and our company,

 Easy and non-cash transaction of fare through application program

 Convenient recharge policy through Bkash, Rocket and Nagad.
 Easy to use for both on net and off net phone.
 Balance Point Services.

We will introduce Balance Point Services where their recharge amount will be stored and more
they will use they will get point and after a certain usage of time, they can use this point for Free
riding. our payment will also include Barcode system. There will be payment system optimized
both on net and off net phone. The app system will be very easy and handy for any class of users
both educated or non-educated, young or grown-up and man or women.

 Easy and non-cash transaction of fare through application program:

The first opening of the app will display an individual QR code, Account balance and info. of
last trips or purchases. The people who don’t know to operate the app, s/he simply can only open
the app by scanning the QR code, the fare will be deducted accordingly. By the QR code, s/he
can recharge from any Bkash, Rocket and Nagad agent point. For implementing payment system,
we have to collaborate with mobile banking platform such as Bkash, Rocket and Nagad. Our
passengers can easily recharge and refill their balances through these platforms.
There are ample number agents of these service-providers around the city. So, the registered
passengers should not have any difficulties availing these services.
  Additional Technological Inclusion:

The implementation of Digibus requires inclusion of some completely new technology based
systems those includes software, network and hardware. These whole technological setup require

a) Minimum possible investment

b) Ease of implementation through our human resources
c) Responsive maintenance team.

Our service will set apart from the rest of the competitions. For gaining these advantages, the
main tech setups those will have to be implemented:

1) Air pollutant free air conditioning system in buses

2) User friendly app that will optimized user experience
3) Seat weighting sensors for detecting available vacant seats

6. Covid -19 Safety.

Today’s current world situation, Safety is first.Covid -19 situation is so alarming for local
transport. We check every alarming situation for our customer safety .So we took various steps
to ensure our customers health concern and these are:

 Ensuring Thermal scanner to check all customers’ body temperature.

 Seat booking systems will be classified this way if anyone books one seat than
automatically book his/her beside seat. So application will show two seat
booking.
 Automatic Disinfection Spray Corner.
 Not allowing Standing Customers
 Maintaining Social Distance in Bus and stoppage.
 Giving Hand notes or posters about govt.Safety instructions.
 7. Government Rules and Regulation :

We conduct our business according to our government rules and regulations and we also prepare
for all documentation process under the local authority to access this app. We maintain
customers well being and gives best services according the rules like special seat allocation for
Disables persons, Women, Pregnant woman, Aged Person. Less fee for Freedom Fighter,
Students,Poor People etc. We check all driving license copies of bus and Bus drivers.

 Features of buses:

Digibus service will be provided through eco-friendly, fuel efficient and hybrid bus. Our bus will
be fully air conditioned and sensor based. These features set apart from other service provider
having exclusive service.

i. It would be a hassle free journey experience for passengers

ii. Air-conditioned environment & less noise engine for peaceful and serene environment.
iii. Can have refreshment and dailies to enjoy the journey.
iv. Operated with professional drivers and supervisors.
v. All Driving License and Bus fitting copies are checked Up to Date.

PESTLE(C) Analysis:

Business operating in a context or environment is significantly influenced by its external factors.

To measure the effect of external factor of an environment or context, PESTLE(C) analysis is the
widely used tools. PESTLE(C) helps to give a idea of external factors in general for the industry.
Here, the overall economical, political, societal, legal, technological and environmental factor is
analyzed. The transport industry is mainly affected by various external issues rather than its
internal challenges. So, external factor analysis is important for implementing this transportation
solution in a mega city like Dhaka.

Political Factors:
The political factors encompass the political stability and the government policy toward the
transport industry. Currently the political situation in Bangladesh is stable.

There is a strong alliance between the government and Public Transport Owners and Labors
Union. The union has substantial impact over government policies. Government policies favor
the interest of the union.

Government policies in the transport industry include employment laws imposing special
requirements on drivers and conductors, environmental regulations banning use of polluting old
engines or encouraging eco friendly modes of transport, taxation regulation on vehicles, parts or
fuel, trade restrictions or reforms influencing the import of the vehicles and spares and safety
requirements for the vehicles etc.

Government has strict policy for drivers to have minimum qualification to pass class 8. We
recruit the drivers as per the policy require.

We comply with the government regulation by introducing eco-friendly and fuel efficient bus.
The bus will have less carbon footprints by introducing new technology.

The import duties and taxes are high on the imported vehicles and parts.

According to government policy, every public transport should be fit for plying on the roads. Our
buses are fit to run on the road and also have the safety precaution like emergency exit and fire
extinguisher.

Economic Factors:

The per capita GDP is increasing in Bangladesh and the propensity of people to spend is also
increasing. So, the service we are offering people will eagerly accept our services at that price
because of some additional benefits. The unemployment rate is high in Bangladesh which
shifting people from other professions to transport industry. Our service requires engineers for
maintaining the central control to operate the application based system.

Social Factor:
Demography, income level, education, social responsibility and various cultural aspects along
with perception of health and safety by the community comprise the social factors of PESTEL
analysis which directly impacts the transport industry. Per capita income of the people of
Bangladesh is increasing and the people are leaning towards getting education at every level of
the society which in terms increases social responsibility. Since our service is of the kind, which
provide some extra services and eco-friendly, people will accept the service we offer. On the
other hand, due to the technological advancement the lifestyles of people are changing. People
are using ride sharing application to go to their desired places comfortably. Our services provide
comfortable travel combining with the application based system. Women safety in the roads of
Bangladesh has become a major concern in Bangladesh. The women are being harassed in the
public buses. Our service has been developed by taking this issue seriously. The concern about
safety is also ensured by emergency exit and fire extinguisher in all of our buses.

Legal Factors: Regulatory bodies in Bangladesh are strictly monitoring the operation and the
compliances with other legal factors like recruitment of drivers and conductors, physical
condition of the vehicles, safety requirements by the regulatory bodies, taxation issues in
importing vehicles and parts. Currently government has implemented the Road Transport Act
2018 which includes substantial amount of fines along with imprisonment if any violation
occurs. Our service fully complies with the regulation set out by the regulatory bodies.

Technological Factors:

Technology plays a vital role for transport industry as many of these modes evolved owing to the
affordability and availability of technologies. Change in fuel technology can heavily influence
the availability of modes of transport by introducing new modes or making existing modes
obsolete. Application based ride sharing services via using technology have become popular in
Bangladesh. Easy bikes are emerging due to battery and charging technology. Our buses are
made of using hybrid technology which in terms save 50 percent fuel consumption. Our service
is provided by using the popular ride sharing service. Wifi and many other connectivity options
are also included in our buses.

Environmental Factors:
The environmental factors include concerns about energy security and environmental pollution-
particularly air pollution due to emission and noise pollution. The government is encouraging the
uses of vehicles which is fuel efficient by providing subsidy on the import taxes which in terms
protecting the environment. Saving of fuel consumption through using hybrid technology our
digibus service will add value to the environment friendly transportation system.

Competitive Factors:

The competitive factors can be analyzes through Porter’s five competitive model.

Potential entry of new competitors:

Our service will maintain the quality of the service and geographical location of the bus
simultaneously with the help of high tech technology that need high investment as well as
maintaining high level of efficiency. By giving safety to the women, and other customers we will
try to create brand loyalty. For this reason we can say that level of potential of new entry of our
product is high. But we always try to give unique service that means the service which we will
provide it doesn’t comparable to other bus service in present time.

Bargaining power of suppliers:

In our service we don’t have any particular supplier rather than we do have some collaboration
with some mobile banking service and software solution service. Mobile banking companies are
already competing among them to use their service. So, we haven’t any problem with the mobile
banking services for recharge and refill of balances for customers. We also have a collaboration
with soft-tech solution (leading software solution firm) will assist us to maintain our rigorous and
robust IT based service system with our maintenance wing. We will design the system according
to our decision as a result supplier doesn’t have much power in this situation.

Bargaining power of customers:

There are many transport provide their service in which we are going to launch our buses. But no
one give such kind of facilities. Our passenger will get best service possible in an affordable
price. Because of our unique and user-friendly services, our passengers will be benefitted and
ready to receive this service even it is more pricy than our competitors. As, most of passengers
prefer cheap service, then they can use cheap services. Also, the time of waiting for our bus can
be a choice for passenger. Overall, our service will remain competitive over our competitors.

Threat of substitute product:

There is a chance of commissioning substitute service like Digibus service. Though Bangladesh
is a growing economy, the rate internet users and IT based customers are increasing. Because of
the rapid footprint on internet, new service can easily enter like Uber, Pathao, Shohoz and
OBHAI started their services.

Rivalry amongst existing competitors:

Digibus service is designed for particular segment of passengers who has smart phone and
particular app. From that point of view, we directly have no competition in the particular sector.
But, transport business itself is a competition in this country. The rivalry our service will face
from existing bus service provider. The conventional bus service owners have political
influences and exposure over law enforcing agencies.

Opportunity:

1. Per capita GDP is increasing

2. The people’s propensity to spend is increasing rapidly

2. Increased number of smart phone users

3. Ride safety concern for women passengers

5. Import tax rebate on the import of hybrid bus.

6. Environment protection law and awareness are introduced

7. People are leaning towards comfortable and hassle-free services.

Threat:

1. There is a threat of public movement aggression over public bus

2. Strong alliance between existing bus service provider and labor union
3. Current traffic situation is a challenge for operating the high-end buses

4. Unavailability of spare parts for hybrid bus

5. Control system can be compromised through cyber attack

6. Several mega projects of government like MRT and BRT can reduce it users.

Competitive Advantages:

Our service is the exclusive and unique service amongst all other existing bus service provider.
Digibus already will have distinctive advantages by leveraging IT in public bus service of Dhaka
city. For competitive advantage:

 Digibus will introduce eco-friendly and low-emission bus for the first time in Dhaka city.
This will substantially reduce air pollution and environmental hazards than existing bus
operators.
 As we are commissioning hybrid bus in our fleet, this will exactly reduce 50% fuel
consumption making our buses fuel efficient. So, our buses will run more kilometers with
air conditioning compared to existing bus services.
 As we will introduce pre-booking service, this will confirm the full occupancy of the
buses in most cases. This will give us advantage over other buses that sometimes wait or
compete to get passengers.
 Moreover, our service will include snacks, drinks, newspapers and magazines selling
ATM style rack. It will be the additional source of revenue in line with our main service.
It will create an advantage over our competitors.
 All of the buses in the particular route where we are commissioning are all non A/C
buses. But, we will cater with fully air-conditioned buses. It also have a competitive
advantages over bus service provider at that particular route.