U2Vehicle_Business Project_Report_v0.1.docx

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Business Project
Report
EMBA 22-24
Group 6
André Ferreira
Hugo Faria
Hugo Oliveira
Ioana Tofan
Pedro Martins
Pedro Rijo

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Table of Contents
Executive summary...........................................................................................................2
Business description (HUGO O) .........................................................................................2
Business environment analysis (PEDRO R & HUGO F) ........................................................4
Situation Analysis..........................................................................................................................................4
Industry background (PEDRO R & HUGO F) .......................................................................6
Context..........................................................................................................................................................6
Assess Market Size and Growth....................................................................................................................7
Industry Trends .............................................................................................................................................7
Competitive analysis (PEDRO R, HUGO F)..........................................................................9
Competitor Identification: ............................................................................................................................9
Competitor Analysis:...................................................................................... Error! Bookmark not defined.
Competitive Advantage:..............................................................................................................................12
Market analysis..............................................................................................................12
Market Research (already under way) (HUGO O, IONA).............................................................................12
Secondary Research (PEDRO M, ANDRE)....................................................................................................15
B2C STP analysis (HUGO O).........................................................................................................................16
Marketing plan (IOANA)..............................................................................................................................23
Operations plan..............................................................................................................26
Management summary ..................................................................................................26
Financial plan (HUGO F)..................................................................................................26
Attachments and milestones ..........................................................................................27

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Executive summary
TO BE DONE
Business description (HUGO O)
The current state of car maintenance and repair can be very difficult for drivers and independent car
shops. On the driver's side, people overlook serious car issues because they lack the mechanical know-
how to interpret warning signs and are struggling with time to find a good car shop that can solve the
issue in proper time and efficiently.
The daunting question arises: which workshop should you choose? Can you trust them? How much will
it cost? Postponing maintenance or repairs is all also too common which sometimes creates even more
serious issues and more expensive car repairs.
In the Car Shops domain, they struggle to attract more customers because of the strong competition
from big franchises and manage repair times efficiently with the lack of available mechanics.
Our product called “U2vehicle” a new B2BC platform will address this gap by:
1. Empowering Drivers:
o Real-Time Insights: U2vehicle provides drivers with clear diagnostics of their car issues. By
understanding the exact problem, drivers can make informed decisions.
o Trusted Recommendations: Our platform recommends reliable car shops based on
expertise, reputation, and proximity. No more guesswork—choose with confidence.
o Efficient Scheduling: U2vehicle offers time-frame scheduling for repairs, ensuring minimal
disruption to daily routines.
2. Benefits for Car Owners:
o Peace of Mind: Drivers no longer overlook serious issues. U2vehicle bridges the gap
between technical complexity and driver knowledge.
o Cost-Effective: By addressing problems promptly, drivers avoid costly repairs down the
road.
o Time Savings: Finding a trustworthy workshop becomes hassle-free, saving valuable time.
3. Car Shops’ Advantage:
o Wider Customer Reach: Car shops on U2vehicle gain access to a broader customer base
beyond their local reach.
o Data-Driven Insights: Leverage received car data for targeted marketing and personalized
services.
o Efficient Operations: Manage repair times better, even with limited mechanics.
4. Overall Impact:
o Trust and Efficiency: U2vehicle builds trust between drivers and car shops, fostering long-
term relationships.

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o Scalability: Car shops can expand their business efficiently, attracting skilled mechanics and
new partnerships across the U2vehicle ecosystem
We believe that this platform will bring trust to car shops and car shops will be able to increase revenues
and margins by being more efficient in the allocation of mechanics’ time.
Where we will play
U2vehicle occupies a strategic position within the automotive maintenance industry, creating an
innovative ecosystem that seamlessly connects drivers, cars, and car shop partners.
Will act as a bridge, fostering collaboration between drivers seeking reliable car services and car shops
eager to serve them and by integrating data capabilities, U2vehicle transforms fragmented interactions
into a cohesive ecosystem.
During the initial phase of our project, U2vehicle will be targeting drivers who own cars with expired
warranties or without maintenance contracts. These cars are typically more than 3 years old (Error!
Reference source not found.) and may include leased vehicles. Our target market for car shops will be
independent multi-brand workshops (Exhibit 2). To reach out to these car shops, we are considering
collaborating with associations such as ANECRA, ACAP, ARAN, and APDCA.
How we will win
U2vehicle’s success lies in its ability to create synergy within the automotive ecosystem. By empowering
drivers and car shops alike, by driving efficiency, trust, and growth and by fostering a vibrant community
where drivers and car shop vendors converge. By scaling this network, a powerful ecosystem will be
created.
Drivers gain access to trusted car shops with recommendations based on expertise and reliability and
Car shops will Leverage from application data, userbase, and optimized scheduling, ensuring timely
repairs by reducing considerable their costs.
How it works
Solution High Level
U2vehicle is an innovative platform that is revolutionizing the way drivers manage their car
maintenance in the Portuguese market. It provides a comprehensive mobile application that
establishes a transformative ecosystem, seamlessly connecting drivers, their cars, and trusted car shop
partners.

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When a driver needs to get their vehicle repaired, they can use our platform to make a reservation at
a workshop. By doing so, they are entitled to a discount, either in the form of a fixed amount or a
percentage. After the repair is done, the workshop confirms that the service has been completed and
uploads the reason for the breakdown and the procedure used for repair. The workshop also pays the
fee to U2vehicle.
At the same time, the customer confirms that the service has been completed to their satisfaction,
checks that the discount has been applied correctly, rates the service, and writes a review. If the
workshop fails to follow this procedure, they are alerted to the situation and given an opportunity to
correct it. However, if they continue to neglect the process, their reservations will be blocked, and the
workshop will be marked on the platform as "not recommended," visible to everyone. If they wish to
be reinstated, they must pay a fine of 100 times the unpaid fee.
Business environment analysis (PEDRO R & HUGO F)
Situation Analysis
For a complete analysis, a 5C’s methodology will be employed. The main goal is to define the
baseline onto which this marketing plan will be anchored.
 Company:
“U2Vehicle” is a company founded in 2024 by 6 seasoned professionals as part of an
Entrepreneurship Project in The Lisbon MBA. It has the mission to reshape the mobility
Intelligent
Diagnosis
Price
Comparison
Automotive
Scheduler
Workshop
Locator
Car Repair
Log
Car Data
Access
Intelligent
Repair
Planning
Mechanic
Training
Customers
Automatic
Schedule
Payment
Gateway
Integration
Car Services
Drivers
insights from your car's parameters using a ODB
data plug directly connected to the car and mobile
device by Bluetooth, the app suggests potential
issues with your vehicle based on a historical data
from other drivers and car shops.
Once the app identifies potential problems, it
displays the prices offered by all its partners for
fixing those specific issues. This transparency
ensures you get the best deal available.
Goes the extra mile by presenting a list of nearby
partners, complete with user ratings and
corresponding prices. This feature simplifies the
decision-making process when choosing a
workshop.
Keeping track of your vehicle's history is a breeze
with U2vehicle. From maintenance invoices and
periodic inspection records to insurance
documentation, the app stores all your vehicle-
related paperwork in one secure place, eliminating
the need for physical copies.
Functions as your car's scheduler, sending
reminders for upcoming revisions, maintenance
tasks, periodic inspections, and insurance renewals.
It even provides an estimated annual cost overview,
ensuring you stay on top of your car's needs and
budget.
Empower car shops with real-time insights into
customers’ car health. Access diagnostics data,
identify issues, and recommend personalized
repair plans. Enhance efficiency and build trust.
Boost business by reaching more customers.
Utilize marketing strategies to attract new clients,
retain existing ones, and promote car shop
services effectively. From social media to direct
mail, tailored to each car shop approach.
Streamline repair processes using smart planning
based on the diagnosis data. Optimize scheduling,
allocate resources efficiently, and prioritize urgent
repairs. Improve responsiveness and minimize
downtime for better customer service
Seamlessly accept online payments. Integrate a
secure payment gateway into car shops billing
systems. Enable customers to pay using credit
cards, digital wallets, or bank transfers. Enhance
checkout efficiency and build trust.
Invest in skill development for your mechanics.
Provide ongoing training to keep them updated on
industry trends, repair techniques, and safety
protocols. Skilled mechanics contribute to better
service quality.

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industry by bringing the drivers and repair shops to a growing ecosystem, capable of
addressing everyone’s concerns in scheduling, repairing or providing maintenance. The
company developed an integrated cross-platform App that provides engaging real-time
contact between busy drivers and their repair shops, in an easy, safe and convenient mobile
app.
The company is a start-up, in the technology sector, currently developing the cross-platform
APP and preparing to present a MVP to the Industry.
The SWOT Analysis is as following.
Strengths Weaknesses
- Founders
- Second movers in Portuguese Market;
- Market penetration through ANECRA/
Jornal da Oficina;
- Knowledge of the Industry;
- NOVA Brand;
- Main Competitor is an established
company
- Need to raise capital for APP Dev
- Need to establish company
- ANECRA and Jornal da Oficina
leverage
- No data to start development
Threats Opportunities
- Unfavourable Interest rates
- Unfavourable founding conditions
- Competitors aggressive pricing and
marketing
- Competitors deals with ANECRA
- Development of the APP – Built-in
Features;
- Increasing average age of cars
- NOVA Brand
- Entrepreneurship Incubator
 Customers: Customers are at the heart of any marketing strategy. This involves understanding
the needs, wants, preferences, and behaviors of the target market. Analyzing customer
demographics, psychographics, purchasing behavior, and trends helps marketers tailor their
products, services, and messaging to better meet customer needs.
 Competitors:
PLUX app – Plux is a brand owned by Mobility24,
a Portuguese Start-up founded in 2017,
commercialized by the name Toolto. A IT
provider, specialized in providing real time
tracking, centralized costumer interactions and
mobile application support. It integrates various
technologies to streamline operations and enhance the customer experience though their
digital platform.

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Automotive Branded Apps – Several automotive Companies have their own digital platforms
that help manage the maintenance, security and other key elements of the car. Although this
is not probably our target segment of customers, these apps shrink the available total
costumers, as it orientates these potential customers to Brand-authorized repair Shops.
These apps are commonly available to cars up to 5 years old.
Norauto/Midas
Competitors analysis involves assessing the strengths and weaknesses of rival firms operating
in the same industry or market segment. Understanding competitor strategies, market
positioning, product offerings, pricing strategies, and marketing tactics helps marketers
identify opportunities and threats and formulate effective competitive strategies.
 Collaborators:
Our collaborators could be devided in 2 categories, as they provide equally important service
for the ecosystem to work.
 Auto repair Shops:
 Service Providers(Cloud, security, etc).
Collaborators refer to the various stakeholders, partners, suppliers, distributors, and other
third parties that can impact the company's marketing efforts. Building and managing strong
relationships with collaborators are essential for ensuring smooth operations, distribution, and
marketing support.
Industry background (PEDRO R & HUGO F)
Context
The mobility industry is undergoing significant transformation, driven by a range of technological
innovations and evolving consumer expectations. Key trends shaping the sector include the integration
of autonomous driving, the expansion of Mobility-as-a-Service (MaaS), advancements in micromobility,
the utilization of artificial intelligence (AI), the development of smart infrastructure, the growing
importance of big data, and the innovative applications of 3D printing.
Moreover, the development of apps that enhance customer experience is central to these trends.
These apps not only facilitate seamless travel planning and payments but also integrate various
transportation services, offer real-time data, and personalize the user experience. They are a critical
component of the MaaS ecosystem, enabling users to effortlessly navigate the expanding landscape of
urban mobility options.
Small auto repair shops, that represent 60% of the total providers in Portugal, will need to adapt to
thrive in the evolving mobility industry.

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Nowadays, car owners and drivers have a mobility landscape that is rapidly evolving to a more
technological and connected ecosystem, where availability of reliable and on-time customer support is
a main concern.
Assess Market Size and Growth
Channel Market value (m€) # of car shops Average yearly revenue (k€)
Official car shop 480 750 640
Independent multi-brand 880 5020 175
Generalists’ network 585 1300 450
Tire specialists 425 1635 260
Bodyshop specialists 270 820 330
Glass specialists 90 300 300
Total light vehicles 2730 9825 280
Heavy vehicles 270 245 1100
Total 3000 10070
Market Size of the Auto maintenance and repair is approximately around €2.730 million (2022), with
almost 10.000 shops across country, with Independent Multi-Brand representing more than 50% of
total number of shops and 32.2% of revenues.
Excluding Year 2020 because of the impact of COVID, the industry has been experiencing a growth of
2.9% CAGR since 2014, and a growth of 5% and 12% in 2021 and 2022 respectively.
This trend can be explained by the combination of the impact of inflation in 2022 and the increasing of
the average age of cars in Portugal, that imply higher costs in repair and maintenance annually.
Determine the size of the market and its growth trajectory. Analyze historical data and projections to
understand past performance and future trends. Look for factors driving market growth, such as
changing consumer preferences, technological advancements, or economic factors.
Industry Trends
Government Policies
EU is undergoing significant changes in how it regulates older vehicles, due to stricter emissions
regulations and environmental concerns. The aim is to move towards cleaner and more sustainable
transport limiting the use of older, more polluting vehicles and increasing standards for new ones.
Portugal is addressing EU regulations and directives and is implementing measures to address these
issues. As example, recently was under discussion the return of the tax incentive programme for end-
of -life vehicles and Portugal has an incentive programme in place to buy new electric cars.

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In the future, authorities are likely to keep introducing new rules to try to replace the oldest vehicles
in an effort to meet EU emissions targets. For instance, two proposals that sparked a lot of discussion
recently were: the Portuguese government proposal to raise sharply the vehicle circulation tax for
older vehicles; and an EU proposal to limit repairs to end-of-life vehicles.
Trade Agreements
Higher used car supply in other EU countries usually makes used car cheaper than in Portugal. This,
together with Eu free trade policies makes a compelling cases to import used cars. The number of
imported used cars to Portugal has been increasing over the last year. This plays against government
efforts, and contributes to the increase of number of vehicles in Portugal
Tax Policies
Car shops, mainly independent ones, were usually known for evading taxes. To try to counteract this,
Portuguese authorities created a programme that rewarded tax payers who asked for receipt in car
shops.
Regarding car taxes, Portugal belongs to the group of EU countries with heavy taxation on new
vehicles. In 2023, taxes over new cars and related products (fuel, tolls, etc) represented 18% of the
total country tax income (ACAP).
Consumer preferences
The auto parc in Portugal and in Europe is becoming older every year. In 2023, Portuguese drivers
imported around 100.000 used cars (~50% of of the number of new cars sold in Portugal during the
year).
On the new cars side, the electric and plug-in hybrid segment represented the highest increase over
2022 (specially 100% electric). The sale of electrified vehicles increased 60%, jumping to a total
market share of 40%.
Drivers are driving fewer miles since 2000. This trend is expected to continue, due to the increase of
e-commerce, remote work and other new technologies.
Another important dimension is the increase in the number of vehicles controlled / owned by fleet
companies. These usually have large contracts with authorized car shops because they favor their
expertise in specific vehicles, ensuring that the vehicle remains with a good a traceable maintenance
record, increasing its resale value, and because the large available networks. However, in case
independent carshops address those concerns, they may prove to be a viable and cheaper option for
these operators.
Technological
Cars are currently facing a period of technological transformation that will affect the carshops market.
Vehicles are becoming increasingly complex, and the cost of repairs is rising accordingly. Parts are
more expensive, repairs are more complex and require specialized man power, which in turn drives
up labor costs.
Electrification of vehicles means new cars will tend to have few replacement parts and require less
maintenance. Battery powered cars require less 20% aftermarket parts than their ICE counterparts.

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Vehicle connectivity will also create considerable disruptions in the current maintenance processes.
Connectivity will enable the development of new offerings by automakers and carshops. Such as
preventive maintenance packages, remote diagnostics and other non-maintenance related
monetization offerings.
At last, the increase in safety technologies usage and advanced driver assistance systems is expected
to lead to a decrease in collision rate, with the collateral effect of leading to a reduction in the
demand of parts and accident related maintenance services.
Legal
In 2010, the competitive landscape for independent car shops changed considerably with the
European Union’s 2010 Motor Vehicle Block Exemption Regulation, or MVBER. This regulation
allowed automakers to contractually bind car dealers to a single brand, but in exchange it prohibited
OEMs from forcing customers to use official carshops during warranty periods. This means that,
currently, customers no longer fear the threat of having the warranty voided is they choose to service
in an independent carshop.
This regulation also allowed tier 1 suppliers to sell spare parts directly via the independent channels
and enforced car makers to make technical information widely available, enabling servicing in the
independent car shops.
The MVBER was set to expire in 2023 but was prolonged to 2028. This limited prolongation will allow
EU to study and address possible market changes, such as those resulting from vehicle digitalisation,
electrification and new mobility patterns.
A critical area of potential regulation in the revised version of MVBER is around the rules for access
and use in-car data. Exclusive access and use of these data be auto manufacturers creates an
imbalance in the market and may hinder competition. Access to these data will enable automakers to
create deliver a differentiated service, namely offering packages of preventive maintenance and
remote diagnostics. In the USA, the National Highway Traffic Safety Administration and the
Massachusetts state have already created regulations to enable the access by independent carshops.
Competitive analysis (PEDRO R, HUGO F)
The aftermarket value chain
Aftermarket players can be divided into two major groups: the authorized channel (or OEM network)
and the independent channel. Within each major group we can further divide into 5 interconnected
groups: parts manufacturers, wholesalers, workshops, intermediaries and end customers.

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The independent channel is made of players without any contractual ties to automakers. They supply
parts and deliver services to multiple or to any auto brand. Suppliers in this group depend on the
wholesale distributors to deliver parts to repair shops downstream. Wholesalers also provide
marketing and training support to repair shops. Most of distributors are pat of organizations that
work mainly as buying groups, also referred to as international trading groups (ITGs). They allow
distributions to group together to negotiate volume purchasing discounts from suppliers.
Intermediaries have an increasing presence in the aftermarket, linking players along the value chain
by routing business. These include service aggregators that use online contact and other means to
direct customers to autoshops. A growing number of customers reach repair shops using this channel,
including individual car owners, business fleets and leasing companies.
Both channels sell goods from six product categories:
 Wear and tear parts – such as brake pads, filters and spark plugs
 Tires
 Collision replacement parts - such as body panels, bumpers, glass and headlights
 Powertrains parts - such as parts of the engine, transmission, and suspension
 Electronics – such as batteries, sensors and actuators
 Accessories and consumables – such as navigation units, entertainment units and auxiliary
heating
Competitor Identification & analysis
1. Direct competitors
1.1. Routing portals in the Portuguese market
The Portuguese market is already served by two routing portals: Plux and Portal do Automóvel.

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Portal do Automóvel is a venture of 3 companies: izmoEurope BVBA (circa 6k€ rev in 2022, web
development company specialized in websites for autodealers), 4Fleet, SA (337k€ rev in 2022,
company focused on automotive market intelligence) and SERVINECRA Lda. (815k€ rev in 2022,
professional services company). The access is made through a website, that has around 5000 visitors
per month. Despite these visits, the website is outdated and not maintained frequently. It enables
users to search for car shops, book, review and request quotations.
Plux is an app (no website version). It belongs to Mobility 24, a portuguese company with 2,5m€ in
revenues in 2022. As of March 2024, it has 1000+ downloads in android app store. It enables users to
search carshops and book. The number or car shops listed is considerably lower than in Portal do
Automóvel (less than 100).
1.2. European routing portals still not established in the Portuguese market
The European market has several start-ups launching aftermarket routing portals. These portals have
different features among them. However, all of them provide the same basic service: book, ask for
quotations and review car shops.
Some, such as Autobutler, have received funding from car manufacturers groups (Stellantis).
Despite not being competitors still, since they do not operate in Portugal, the rapid expansion plans of
these platforms turn them a threat to U2Vehicle, since they would directly compete with our
prospective customers. Available data on these platforms is scarce, thus is not possible to estimate
their market share or number of customers. As an indicator, Autobutler UK has around 150k visitors
each month.
Below is a non-exhaustive list of these platforms:
 Autobutler (UK, Germany, Denmark, Sweden, France)
 Drivelog (Germany)
 Fairgarage (Germany)
 idGarages (France)
 WhoCanFixMyCar (UK)
 Caroobi (Germany)
2. Indirect competitors
2.1. Independent repairers
As seen before, excluding specialized ones, independent repairers fall under either on the generalists’
network category or independent multi-brand.
Both are potential competitors and potential B2B clients at the same time. A successful strategy from
U2Vehicles would turn all these potential competitors into clients.
Car chops belonging to a generalist network might have more resistance to move to our platform,
since most is already well known and, most likely, has already a dedicated online reservation
platform. As such, the ones under this category are more likely to be competitors.
Most of these networks belong to players upstream of the value chain (automakers, wholesalers or
parts manufacturers). Examples of these networks are:
 Bosch car service
 Eurorepar
 Tec for car
 A oficina
 Topcar
 CGA Car Service

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 M Force
 Auto check center
 Check star
 Red service
 Motrio
 Rino
 Roady
 Norauto
 Recoficial service
 SPG Oficinas
 Mooving
 Feuvert
 Go carmat
2.2. Authorized repairers
Authorized repairers, or official (single brand) car shops appeal to the less price sensitive customers.
In the future, this segment could have a competitive advantage if they have exclusive access to car
telematics data. However, as seen in the trends sections, it is unlikely that the EU does not follow the
steps of USA federal government. It is expected that, by 2028, EU issues new regulation to turn this
data available to independent players.
What sets us apart
From our research, the direct competitors existing in Portugal as of today are not “real” competitors
since they appear to lack the resources or the capacity to develop into a real routing platform.
As such, we should focus on the difference between using our platform to book a repair and
contacting the repairer directly. Our main advantages are:
 Enable drivers to find a trustable carshop nearby – addresses the lack of trust issue between
customer and car shop
 Ability to book and ask for a quotation beforehand
 Ability to compare different car shops, increasing price transparency
 No need to go always to the same car shop in order to keep the maintenance history
After reaching our critical mass, we should be able to develop and sustain our competitive advantage:
being the first mover. This isolating mechanism, specially relevant for platform products, will create a
considerable entry barrier for new entrants.
Market analysis
Market Research (already under way) (HUGO O, IONA)
Qualitative Research

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Qualitative market research interviews are a type of interview used to gain in-depth understanding of
consumers' thoughts, feelings, and motivations. Unlike quantitative research which focuses on
numbers and statistics, qualitative interviews aim to uncover the "why" behind consumer behavior
B2C - Drivers
For the drivers qualitive research we have used a IN DEPTH and PROJECTIVE approach to get the data
we needed for the project. We have validated that this was the most efficient way to get the
information we needed without creating an heavy interview for the drivers.
Some of the insights we already got:
Drivers:
 Age: The age of the individuals ranges from 20 and 75 years old, with an average age of 43 years
old. Most individuals (60%) are between 40 and 55 years old.
 Gender: The balance between men (85%) and women (15%).
 Location: Most of the drivers interviewed lives on Urban space
 Education/Occupation: Average of the interviewers were Qualified / Skilled Workers and
undergrad programs.
 Income: The household income average is around 40k-50k euros year
Experience with issues in their vehicle
 Dealing with situation: The drivers’ majority when they detected an issue on their vehicle, they
always feel Frustrated, Upset, and even Preoccupied with what would happen next with the
unknown regarding money and time they would spend.
 Identifying vehicle issues: Most of the drivers when they are called to identify their vehicle issues
normally, they ask support for a specialized mechanic or a family/friend. Sometimes the issues
were wrongly identified by drivers requiring.
 Looking for professionals: Drivers always look for professional expertise to solve their vehicle
problems or even to maintenance. They don’t want to risk it.
 Trust: Drives beside they know that the repair shops they will find the professionals that could
solve their problem in average the trust are medium since at least once they felt they were
cheated.
Frequency and Expenses
Usually, drivers go occasionally to car shops in average twice a year mostly for maintenance, tires
change and for urgent issues. The average spends is 500 euros per year.
Why to use Online Repair Shop Scheduler
Many drivers when want to book any partner or repair shop services near their localization or by service
type they usually search online to find it. Then the most used channel to book a service is usually the
Telephone.
The main reasons that would use an online listing and booking application for partner and repair shops
would be:

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- Easy and quick to book.
- Guarantee to get service executed on the desired timelines.
- Price comparison
What would be expected functionality for this Automotive Application?
In overall all drivers interviewed were very keen to have a “Drivers” application that allow them not
only to schedule repairs when they have car issues but other functionality to use more frequently the
application:
 Repair Shops:
o Repair shops listing with reviews, rating, and core services pricing.
o Automatic scheduling on repair shops based on issue found on car.
o Price Comparison
o Get immediate budget for custom repair.
o Repair History
o Tracking the repair process (notification messaging for status)
o Able to do payments on the application for the services.
o Be able to diagnose the problem for problem triage before book repair shop.
 One-Shop Stop:
o Regarding the interviewers feedback we have identified that drivers are looking for an app
that can help them on the full driving journey and have the possibility to find in a one-shop-
stop the possibility to have multiple services, such as:
o Concierge Service – Service to pick up car and delivery after repair.
o Temporary Car (Renting) – The possibility to rent a car during repair.
o Fuel/Energy stations – The possibility to find Energy or Fuel stations with price comparison.
o Discounts for partner services – Win discounts per usage of the application and services
 Other Brands:
For existing brands that provide the capability to use a online booking repair shops the major brands
were categorized by:
o Vehicle Brand Shops –Identified that normally the car brands already provide these services
but since the cars they have already expired the guarantee they try to avoid because of
pricing
o Franchise Shops – There is a focus to find repair shops that have supports multi-brand
vehicle repairs.
o Associations/Vehicle Inspections – We have identified that drivers have a heavy usage also
for online scheduling through existing drivers’ associations (ACP) and Vehicle Inspections
that are required with some frequency to be used.
Persona

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Information for building personas comes from qualitative research methods like interviews, focus
groups, and observations. These methods provide rich details about people's thoughts, feelings, and
experiences. Our interviewers help us shaping the Persona that would be willing to use a U2Vehicle
application:
Alex Pereira
Ocupation: Content Manager
Location: Vila Nova de Gaia
Age: 35 years
“Wired for Tomorrow: Where
Tech Meets Action!
Personality Traits:
 Open-Minded:
 Innovative
 Doer
 Busy Bee:
 Connected Lifestyle
Motivations and Goals:
 Stay Ahead
 Solve Real Problems
 Efficiency
 Explore New Horizons
Needs:
 Efficient Booking Process:
 Transparency
 Service Quality Assurance
 Notified by vehicle repair status
 Community Insights
 Smart Recommendations:
Challenges:
 Lack of knowledge about driving vehicles
 Time Constraints
 Choosing the Right Repair Shop:
 Avoiding Overwhelm when a facing
vehicle issues.
 Efficient repair shop Booking Process
B2B Repair Shops
Quantitative Research
Secondary Research (PEDRO M, ANDRE)
Given the economic challenges and low salaries in Portugal, the car fleet is not being renewed, and car
owners continue to maintain their older vehicles and sometimes to find trusted car shops that offer
competitive prices and efficient repair services remains a priority for drivers.

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In 2023, the average age of light passenger vehicles on Portuguese roads increased to 13.6 years,
compared to 13.4 years in 2022. The situation is even more critical for light commercial and heavy
vehicles, which have an average age of 15 years.
Despite a 26% rise in the number of newly registered cars in Portugal since 2022, the overall age of the
national automotive fleet continues to rise. Over just two decades, the average age of the national
automotive fleet has nearly doubled.
Out of the 5.6 million cars in circulation, 63% are over 10 years old (based on 2021 data). Notably,
around 1.5 million cars on the road are over 20 years old, constituting 26% of the total circulating fleet
(a 25-percentage-point increase compared to the figures recorded in the year 2000) (Error! Reference
source not found.).
In Portugal, there are approximately 10,000 car shops, with two-thirds dedicated to car maintenance
and repairs, representing a total industry market value of €3 billion in Portugal. The average billing for
the 5020 independent workshops is €175,000 (Exhibit 2).
The car shop industry is currently undergoing significant changes, facing important strategic challenges
such as digitization, combating climate change, high fuel prices, and shifts in mobility preferences.
Consequently, these shops are struggling to meet customer demand while striving for operational
efficiency.
Typically, to evaluate your business opportunity, you will need to define your TAM, SAM, and
SOM: Total Available Market, Serviceable Available Market, and Serviceable Obtainable Market.
B2C STP analysis (HUGO O)
STP analysis is a strategic marketing framework used to analyze and develop a company's marketing
strategy by focusing on Segmentation, Targeting, and Positioning.
Segmentation Targeting Positioning

17
 Demographic Segmentation:
o Drivers by age
o Gender
 Psychographic Segmentation:
o Lifestyle and Interests
o Values and Attitudes
 Behavioral Segmentation:
o Purchase Behavior
o Car Type
 Geographic Segmentation:
o Urban areas
o Suburban areas
o Rural areas
 Usage Occasion Segmentation:
o Occasional
o Regular Users
o Seasonal
 Job Segmentation
o Company Size
o Industry
 By Generations
o Young Drivers: Advanced App
Features and Real-Time Updates.
Cost-Effective Services and
Discounts
o Middle-Aged Drivers: Time-Saving
Features like Home Pickup/Drop-Off
Services
o Older Drivers (50+): Clear
Instructions and Transparent
Pricing, Personalized Assistance,
Safety Features and Emergency
Assistance
 By Lifestyles and Interests:
o Active Persons
o Time Management
o Social-Driven
o Security-Conscious
o Environmental Sustainability:
o Ambitious for Best Deals
 By purchase behavior
o Occasionally purchases
o Frequently purchases
o Subscription Purchase
 By Car Type
o Everyday Vehicles (Sedans, SUVs)
o Luxury Car
o Electric Vehicles (EVs)
o Classical Cars
 By Localization
o Urban Areas.
o Suburban Areas
o Rural Areas
 Empowering Drivers and Car Shops:
o U2vehicle will empowers drivers by
providing them with transparent
information, personalized
experiences, and efficient services.
 Efficiency, Trust, and Growth:
o Efficiency: U2vehicle streamlines
processes, from car listings to repair
planning. It optimizes resource
allocation, minimizes downtime,
and enhances overall efficiency.
o Trust: Transparent pricing,
customer reviews, and reliable
services build trust between drivers
and car shops. Trust is the bedrock
of sustainable growth.
o Growth: By connecting more drivers
with quality services, U2vehicle
catalyzes business growth for car
shops. It’s a win-win scenario.
 A Vibrant Community of Convergence:
o U2vehicle isn’t just a platform; it’s a
thriving community. Drivers and car
shop vendors converge here,
sharing insights, experiences, and
expertise. It’s where knowledge
meets passion, creating a dynamic
ecosystem.
 Scaling for Impact:
o U2vehicle’s network isn’t static; it’s
scalable. As more participants
join—whether drivers, mechanics,
or other service providers—the
ecosystem amplifies. This scalability
fuels innovation, resilience, and
impact.
Segmentation
The goal is to group similar customers together, considering factors such as demographics, behavior,
needs, and preferences. Segmentation helps tailor marketing efforts to specific audience subsets.
The goal here is understand the various segmentation values for the drivers:
1. Demographic Segmentation:
o Drivers by age: We have identified for existing drivers interviewed:
 Young drivers (18-29): Tech-savvy, budget-conscious
 Middle-aged drivers (30-50): Busy schedules, value convenience
 Older drivers (50+): May need more guidance and trust building.
o Drivers Gender:
 Male – Male gender is most of the target segment.
 Female – Not the same size target as Male gender but is fast growing segment,
especially customers tech savvy.
2. Psychographic Segmentation:
o Lifestyle and Interests:
 Very active persons

18
 Want to manage time the best they can.
 Busy with family and work
 Very social driven
 Care about their security and others
o Values and Attitudes:
 Some: Focus on the environmental sustainability.
 Some: More individual person
 Many: Ambitious to get the best deals
3. Behavioral Segmentation:
o Purchase Behavior:
 Purchases related with Car Shop Services
1. Frequency: Occasionally (Twice a year)
2. Average amounts spend (p/year): 350 euros.
 Purchases related with Partners Services
1. Frequency: Frequently (Twice a Month)
2. Average amounts spend (p/year): 1200 euros.
 Purchases based on U2Vehicle Subscription
1. Frequency: Occasionally (1 a Month)
2. Average amounts spend (p/month): 15 euros
o Car Type
 Everyday vehicles (sedans, SUVs)
 Luxury cars
 Electric vehicles (EVs) - Special service requirements
 Classical Cars
4. Geographic Segmentation:
o Urban areas: Reliant on public transport or ride-sharing, car maintenance needs might
differ. More focus on Partner Services
o Suburban areas: More car-dependent, likely value proximity and appointment availability
and partner services
o Rural areas: Fewer repair options, might prioritize trusted local shops and partner services
5. Usage Occasion Segmentation:
o Occasional: are willing to use the U2Vehicle app for Car Shop services for specific
emergencies with their vehicles
o Regular Users: are willing to use the U2Vehicle app not only for Car Shop Services but to
leverage Discounts, Other Partner Services, Loyalty Programs
o Seasonal Segmentation: Holiday drivers that need to find specific automotive services
quickly for an emergency.
6. Business Segmentation (if applicable):
o Company Size: users are mainly distributed for different segment by company size (small
businesses, mid-sized enterprises, large corporations).
o Industry: The majority of the users will be distributed in the following industries:
 Technology Sector
 Government sector
 Services Sector
 Healthcare

19
Targeting
The focus shifts to selecting the most valuable segments to target. Targeting involves deciding which
customer groups to prioritize based on business goals and resources.
Targeting Approach generations
o Young Drivers (18-29):
 Highlight advanced app features, seamless navigation, and real-time updates
 Promote cost-effective services, discounts, and affordable maintenance options.
o Middle-Aged Drivers (30-50):
 Emphasize time-saving features (e.g., quick booking, efficient service)
 Offer home pickup/drop-off services and flexible appointment slots.
o Older Drivers (50+):
 Provide clear instructions, transparent pricing, and personalized assistance.
 Highlight safety features, emergency assistance, and reliable service.
2. Targeting Approach for Lifestyles and Interests:
 Very Active Persons: Promote services that fit their active lifestyle (e.g., quick oil
changes, tire rotations).
 Time Management: Offer efficient solutions (e.g., express check-in, same-day
service).
 Social-Driven: Encourage referrals and social sharing.
 Security-Conscious: Highlight safety features and secure payment options.
 Environmental Sustainability: Promote eco-friendly practices (e.g., EV
maintenance, recycling).
 Individualism: Customize service recommendations based on individual needs.
 Ambitious for Best Deals: Offer loyalty programs, discounts, and bundled
services.
3. Targeting by Purchase Habits:
 Car Shop Services: For Occasionally purchases send seasonal reminders (e.g., tire
change, summer checkup).
 Partners Services: For Frequently purchases collaborate with partners (e.g., car
wash, insurance) and offer bundled discounts.
 U2Vehicle Subscription: Promote subscription benefits (e.g., exclusive offers,
priority service).
4. Targeting by Car Type:

20
o Everyday Vehicles (Sedans, SUVs): Focus on routine maintenance, fuel efficiency, and
reliability.
o Luxury Cars: Offer premium services (e.g., concierge pickup, high-end detailing).
o Electric Vehicles (EVs): Specialize in EV maintenance, charging station locator, and battery
health checks.
o Classical Cars: Cater to restoration, preservation, and vintage car enthusiasts.
5. Targeting by Localization:
o Urban Areas: Highlight partner services (e.g., car-sharing, ride-hailing) due to reliance on
public transport.
o Suburban Areas: Emphasize proximity, appointment availability, and convenience.
o Rural Areas: Prioritize trusted local shops and partner services due to limited repair
options.
Positioning
The positioning focus on how a product or service is perceived in the minds of consumers relative to
competitors. Detailed product positioning strategies are developed for each selected segment. Is also
complemented by the marketing mix (product, price, place, promotion) based the understanding of
each segment.
U2Vehicle will position on a market
1. What does our platform offer?
Features Description
Intelligent
Diagnosis
Insights from your car’s parameters using an OBD data plug directly connected to
the car and mobile device by Bluetooth, the app suggests potential issues with
your vehicle based on historical data from other drivers and cars.
Price
Comparison
Once the app identifies potential problems, it displays the prices offered by all its
partners for fixing those specific issues. This transparency ensures you get the
best deal available.
Workshop
Locator
Goes the extra mile by presenting a list of nearby partners, complete with user
ratings and corresponding prices. This feature simplifies the decision-making
process when choosing the workshop.

21
Features Description
Car Repair
Log
Keeping track of your vehicle’s history is a breeze with U2VEHICLE. From
maintenance invoices and detailed inspection records to insurance
documentation, the app stores all your vehicle-related paperwork in one secure
place, eliminating fuss, confusion, and frustration.
Automotive
Scheduler
The platform offers you a scheduler sending reminders for upcoming revisions,
maintenance tasks, periodic inspections, and annual contract renewals, ensuring
you stay on top of your car’s needs and budget.
2. Type of Service:
o U2vehicle is an innovative platform that is revolutionizing the way drivers manage their
car maintenance in the Portuguese market. It provides a comprehensive mobile
application that establishes a transformative ecosystem, seamlessly connecting
drivers, their cars, and trusted car shop partners.
3. Customer Experience:
o User-Friendly Interface: U2vehicle will have an intuitive design, making it easy for
users to navigate, search for car shops and other services, and access information
quickly and secure.
o Personalization: Users can create profiles, save favorite listings, and receive
personalized recommendations based on their preferences.
o Transparent Information: Detailed car shops descriptions, repair reports, pricing and
customer reviews will empower users to make confident decisions.
o Efficient Communication: Quick response times, clear communication channels, and
proactive notifications will enhance the overall experience.
4. Cost for Customers:
o Freeware: Our platform will be free for car drivers to use the basic services. They can
explore listings, read reviews, and connect with car shops without any charges.
o Subscription: For specific premium services such as loyalty program, partners
services, yearly maintenance packages
5. Differentiation from Others:
o Integration with Partner Services: By offering any automotive partner service in a one
stop shop, for example renting, car wash, or services, we go beyond traditional car
shops listings.
o Customer-Centric Approach: Transparent ratings, personalized experiences, and
responsive support will set us apart.
o Automatic Diagnostics: Provide the capability to drivers easily identify the errors.
o History Repair log: Allow drivers to store the repair history for different car shops and
this way secure the transparency of their vehicles.

23
Marketing plan (IOANA)
Marketing Mix
Product Promotion Price Place People Process Physical
Evidence
Core features:
 Diagnostic Tool:
 Repair Shop Database:
 User Reviews and Value-
Added Services:
 Price estimation
 Appointment Scheduling:
 Warranty and Quality
 Intuitive Interface
 Mobile Optimization
 Customer Support
 User Profiles
 Tailored
Recommendations
Accessibility:
 Multilingual Support
 Accessibility Features
After-Sale Service:
 Follow-Up
 Service Partnerships
Promotion: Awareness and
interest generation options:
 Digital Advertising:
Online channels such as Google
Ads, social media ads
(Facebook, Instagram,
LinkedIn), networks through
which we will target car owners
based on their search behavior,
interests, and demographics.
 Traditional Advertising:
Radio, billboards
Inspection centers, the auto
newspaper
 Content Marketing:
Articles on car maintenance,
repair tips, and industry news
to drive organic traffic and
establish the platform as a
thought leader
 Videos and Tutorials- to
engage users and improve
SEO

Price Model
 Annual Subscription Model
with monthly cancellation
option- with subscription
plans for repair shops with
different tiers of service
(basic plan for car owners could
include a set number of bookings
per month, with premium plans
they can have unlimited)
Competitive Pricing
 Prices will be competitive but
also reflect the value provided
by the platform, such as
convenience, quality service
providers, and additional
features (tracking, service
history, advanced analytics)
Loyalty Program
Place
Platform accessibility:
U2Vehicle booking platform is
easily accessible through a user-
friendly website and mobile app.
Both are optimized for a
seamless user experience.
The platform is compatible with
various devices, including
desktops, laptops, tablets, and
smartphones.
We are offering support through
multiple channels: phone, email,
live chat, and social media
Third-Party Integrations:
Integrate with popular
automotive websites, forums, or
marketplaces to extend the
reach of the platform
Mobile Optimization:
We will have a dedicated mobile
app to provide an even more
convenient booking experience
for users on the go
People
Own resources for marketing
and sales while also partnering
with 3rd
party companies and
associations, environmental
bodies& specialized magazines
Resources for platform
development: developers+
maintenance engineers
Customer support:
Chat bots and specialized
technical people
Processes

24
Product:
Core features:
 Diagnostic Tool: Integrated with an intelligent diagnostic tool that helps users identify car issues based
on symptoms, warning lights, and performance issues
 Repair Shop Database: Maintaining a comprehensive and trusted list of repair shops with detailed
profiles, including services offered, certifications, specialties (e.g., electric vehicles), and operating
hours.
 User Reviews and Ratings: Implementing a system for users to rate and review repair shops based on
their experiences, which will help others make informed decisions.
 Value-Added Services:
o Price estimation: Providing users with price estimates for repairs based on the diagnosed issue
and local pricing data, helping them budget for repairs.
o Appointment Scheduling: Enabling users to schedule appointments directly through the
platform for convenience and time savings.
o Warranty and Quality Assurance: Offering a warranty or guarantee for services booked
through the platform to build trust and ensure quality.
 User Experience:
o Intuitive Interface: Design of the platform is user-friendly, with easy navigation and clear
instructions to assist users of all tech-savvy levels.
o Mobile Optimization: The platform is fully optimized for mobile devices, allowing users to
access services on the go.
o Customer Support: Providing accessible customer support through multiple channels like live
chat, phone, and email to assist users with any questions or issues.
 Personalization:
o User Profiles: Allow users to create profiles to track their repair history, set reminders for
regular maintenance, and receive personalized recommendations.

25
o Tailored Recommendations: Use data analytics to offer personalized repair shop
recommendations based on user preferences, past behavior, and vehicle type
Technological Advancements:
 Virtual Diagnostics: Explore the possibility of integrating virtual or augmented reality to help users
better understand car problems and what repairs might entail.
 Artificial Intelligence (AI): Use AI to improve diagnostic accuracy, predict maintenance issues, and
personalize user experiences.
Accessibility:
 Multilingual Support: Offer the platform in multiple languages to cater to a diverse user base,
especially in areas with significant linguistic diversity.
 Accessibility Features: Ensure the platform is accessible to users with disabilities by following web
content accessibility guidelines.
After-Sale Service:
 Follow-Up: Implement a system to follow up with users after their repair experience to collect
feedback and ensure satisfaction.
 Loyalty Program: Consider creating a loyalty program that rewards repeat users with discounts or
perks.
 Partnerships and Integrations:
o Service Partnerships: Partner with service providers for complementary services, such as
towing companies or rental car agencies.
o Telematics Integration: Integrate with vehicle telematics systems for real-time diagnostics
and proactive maintenance alerts.
Price:
Pricing Models:
 Commission-Based Model (for the repair shops): We are charging a commission fee to repair
shops for each booking made through the platform. The fee could be a flat rate or a percentage
of the repair cost. S
 Subscription Model (for the users): A subscription service will be available for users that want access
to extra benefits like discounted repairs, priority booking, or additional warranties.
Competitive Pricing:
 Market Penetration: Initially we set lower prices to attract users and repair shops to the platform,
with the intention of increasing prices gradually once a market presence is established.
Place:

26
Place, or distribution, refers to the channels and methods used to make the product or service available
to customers. This includes decisions related to distribution channels, logistics, inventory management,
transportation, and location of sales outlets.
Promotion:
Promotion involves the communication and promotion of the product or service to target customers. It
includes various marketing activities aimed at creating awareness, generating interest, stimulating
demand, and persuading customers to make a purchase.
People:
People refer to the personnel involved in delivering the product or service and interacting with
customers. This includes frontline employees, sales representatives, customer service staff, and any
other individuals who directly impact the customer experience. People play a crucial role in delivering
quality service and building customer relationships.
Process:
Process refers to the procedures, systems, and workflows involved in delivering the product or service to
customers. It encompasses all the steps and activities that customers go through when purchasing and
using the product or service. An efficient and well-designed process enhances customer satisfaction and
improves the overall customer experience.
Physical Evidence:
Physical evidence includes tangible elements that customers can see, touch, or experience as part of
the service encounter. This may include the physical environment, facilities, equipment, signage,
packaging, and any other tangible cues that convey the quality and value of the service. Physical
evidence helps to reassure customers and build trust in the service provider.
Operations plan
This section details how the business will operate on a day-to-day basis. It covers aspects such as
production processes, inventory management, suppliers, logistics, quality control, facilities, and
technology requirements. The operations plan ensures that the business can deliver its products or
services efficiently and effectively.
Management summary
Here, the key members of the management team are introduced, along with their roles,
responsibilities, and qualifications. It highlights the experience, expertise, and skills of the
management team, demonstrating their ability to lead and execute the business plan successfully.
Financial plan (HUGO F)
1st
Phase – Financial Feasibility Study
This Financial Feasibility Study is organized as follows:

27
1. Assumptions
o This section lays the groundwork for our financial model, outlining the basis for the
revenue forecasts, cost estimates, and any other financial projections. It includes
macroeconomic assumptions, market growth rates, and specific assumptions related to
your business model.
2. Analysis of Similar Business – Benchmarking
o This involves comparing our projected financial metrics with those of existing businesses
in the same industry or similar. It can offer insights into market trends, average profit
margins and cost structures.
3. Start-up Cash Needed
o Details the initial capital requirement to launch the business, including expenses for
equipment, Storage and Server capacity, legal fees, marketing, and any other pre-
operational costs.
4. Revenue Forecast
o Projects our business income over a specific period, based on factors like market size,
pricing strategy, sales channels, and growth assumptions.
5. Operating Costs
o Outlines ongoing expenses required to run the business, such as salaries, rent, utilities,
marketing, and development costs for the features that will be part of the Online
Platform and mobile app final version.
6. Financing Activities
o Covers the strategies for raising the initial capital and any additional funding needed to
sustain the business until it becomes profitable. This will include equity financing, debt
financing and personal investment.
7. Financial Management
o In this last part, we plan to show relevant ratios and metrics like Return on Equity,
Internal Rate of Return and payback period, to clearly show the financial health of the
company and the overall attractiveness of U2Vehicle Project to investors.
Attachments and milestones

U2Vehicle_Business Project_Report_v0.1.docx

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