UBER in the construction industry

The Russian market in General and rent in particular can be described as developing. To General trends in the rental industry include the following:Emerging markets• Focus on products, not customers;• Limited Park / number of / selection;• Low credit opportunities;• a well-established internal processes;• Simplified IT systems or their absence;• Absence of industry standards;• Weak support of the product/ outdated equipment;• Lack of understanding of clients why it makes sense to use the rent.Developed markets• High competition;• Network business;• Complex IT-systems;• Streamlined business processes;• More favorable conditions for the acquisition of equipment;• Continuous investment analysis;• Affordable credits;• Formed the market sale of second hand equipment;• Developed “brand” of the lease.Over the past 15 years, according to the center "Rosental", the rental market shows steady growth from year to year, with the exception of 2008-9 years, the Russian market has huge potential, however I want to highlight a number of limiting factors:9• High cost of capital and short term financing;• the Strong dependence of the construction industry from national projects and major contractors (private capital market critically small);• poor payment discipline of customers – high % of bad debts in accounts receivable;• Shortage of skilled operators;• Poor macroeconomic performance of the economy;• No special terms from manufacturers;• Exchange rate fluctuations (the main technique imported).We also want to highlight the driving forces of the sector:• Low level of competition in comparison with developed markets;• the growing popularity of leases among clients;• strong market potential of Siberia and the Far East;• High market potential construction industries;• Federal infrastructure projects;• Insufficient number of universal rental companies;• High rate of return in comparison with developed markets;• the Unmet demand for individual groups of equipment;• increases profitability by optimizing business processes, implementing IT solutions, scaling.Regional rental market looks in such a way that the North-West, Central, Volga Federal districts and Ural occupy 80% of the rental market of the Russian Federation.In Russia there are more than 3,000 companies mainly Aquage include leasing of equipment, as in recent years, an increasing number of construction companies who are trying to pass the hardware is idle. In addition, countless individual entrepreneurs and physical persons on the market. Even the existing rental Association RusRental is not able to provide accurate estimates to offer on the rental market. The last few years was characterized by a consistent withdrawal from the market of the largest компаний10(tekhstroykontrakt( Hitachi), Tsepelin Rusland (Catarpillar), the Company (Volvo) and the merger of giants Ramirent and Cramo).The current situation is as follows: by itself, the rental market shows growth, despite the fall in the construction industry, this trend is mainly due to a sharp rise in the cost of machinery and equipment due to currency fluctuations, and gradually coming to the understanding of management of construction companies about the benefits of the lease. The investment in equipment for rental does not look attractive as the current market rental rates, % for credits, the average payback period is 5-7 years depending on the type of equipment and the performance does not look attractive. The coming years will be to address the lack of equipment, obsolescence of the Park, leaving many companies in the market, to the point before it will adjust the necessary indicators for the attractiveness of the industry.The analysis of the competitive environment of the platform MARSHAL CONNECTOME revealed the following:the Analysis was conducted by examining the results of search engines Yandex and Google, with validation of the retrospective visibility of Internet resources on six months ago (through analysis megaindex.ru) and on the basis of research of mobile application stores Google Play and Apple Appstore.The analysis was conducted according to the criteria:1. The volume of attendance;2. The visibility and find-ability in search results of leading search engines Yandex and Google for targeted queries;3. Service type (Bulletin Board / public tender, dispatch service, auction);4. Scheme monetization;5. Activity advertising presence site.On the basis of the analysis revealed the following which stably occupies leading positions in the portals lease of machinery at the Federal level and coverage:• f-a-p.ru (Federal rental portal);• onpolygon.ru;• perevozka24.EN.11Две of them f-a-p.ru and perevozka24.ru are present with their mobile apps in leading app stores for both platforms – Android and iOS. These portals are the main competitors of the platform MARSHAL CONNECTION.Platform f-a-p.yprince remoteplatform made in the form of mobile applications for the lessee and the lessor acts as the auction proposals. To accommodate the equipment by the lessor compulsory registration on the web portal.Moneyshareforum provides a complete interception of all financial flows and workflow between the customer and the contractor within the service (assuming the service margin included in the pricing for the customer).To clarify the process of profit requires a deeper analysis of pricing in mobile applications (process of transformation of the bid price from the lessor to the lessee). You want to install both mobile application and how the landlord is to sell a service to the lessee and to identify change. Such testing is impossible in a pure form (without participation of foreign landlords).As reklamonositeley source of traffic – natural search results is constantly being redeemed and the amount of banner and display ads on relevant portals. Large-scale advertising campaigns using contextual and other popular types of advertising portal is not seen.Poseschaemosti site is relatively small (approximately 5,000 per month) in connection with his presentation and the utilitarian function (registration of landlords).In the market of mobile applications is a leader in the number of installs (there are no exact figures, the estimated figures), since the main functionality of the platform is enclosed in them.12Платформа onpolygon.yprince работыOnline-platform dispatch service for lease of machinery.Monetization the location of the equipment lessors to the database system monthly tariffs for the deployment of technology in the personal Cabinet. Dispatching services for tenants.As reklamonositeley advertising campaign in Google Adwords. Attracting visitors from search engines. Very little number of media placements.Poseshaemosti the moment the attendance is weak (around 1200 per month), in spite of an extensive database of equipment, in view of the weak implementation of the directory and ignore the advertising channel of the system Yandex Direct as the main for the Russian market.Platform perevozka24.yprince roboticsupdate structured Bulletin Board across regions and types of equipment with the functions of searching for a tenant.Monetization advertising for landlords.As reklamiruyut advertising campaign in Yandex Direct and Google Adwords. Attracting attendance from search systems for low-frequency queries. A small number of media placements.Implemented mobile app for renters to search for equipment. Is purely advertising function as another channel.13ПосещаемостьОдна of the most visited of profile boards. The average number of visitors of about 400,000 a month. However, the rental section is one of several (including transportation services), the exact percentage of the traffic on the lease to allocate is not possible.All three sites are implementing additional paid services, banner advertising, selection (recovery, etc.) ad landlords. The income for these sites is indirect (unlike others studied).General vyvody the Internet there are a large number of large portals construction machinery rental services that implement the service of placing ads for tenants and landlords. To promote the new platform, according to our estimates, will require significant investment in attracting the target audience.Closest to the platform MARSHAL KONNEKT in terms of operation and monetization of the process is the portal of FAP (f-a-p.ru). Assume that it is the main direct competitor in Russia for the platform MARSHAL CONNECTION. All other resources one way or another uses the principle of message boards, that is for certain money by placing items they dock it with the buyer more in the process do not participate (principle of "Getting money").On the basis of this analysis identified the following channels to attract the target audience to the services of this kind:1. SEO promotion (only possible if there is an open for search engines base equipment) while, in our case, the base technology is open only to managers MARSHAL KONNEKT;2. Contextual advertising in Yandex Direct and Google Adwords on a large number of low-frequency queries (only possible if there is an open for search engines base equipment) while, in our case, the base technology is open only to managers MARSHAL KONNEKT;3. Banner advertising platform as a service (possible even with the closed base equipment);144. Conducting PR activities on the Internet. There are different methods of PR-activity, from the publication of expert articles, announcements and interviews before launching viral content as advertising;5. Offline advertising of the service to relevant publications;6. The creation of pyramid schemes attract new members (Herbalife);7. Outdoor advertising services in the form of stickers on the machinery according to the principle of Uber and a Taxi Yandex.

After the analysis I would like to highlight the key success factors for the company:1. The presence of financial leverage, allowing to expand market share;2. Effective software systems to complete 100% of customer requests with high level quality;3. High professionalism of employees, regular training;4. An effective scoring model for assessing the solvency of the client;5. PR company and website promotion company.

1.The monthly fee of the participant of the project

2.Discounting payment of the contractor

depending on the urgency of withdrawal for services rendered

3. Margin of the system