Sample of Technical and Strategic Projects

Objective

As part of my Executive MBA at Ivey Business School, I developed a go-to-market (GTM) strategy for launching and scaling an on-demand transit service in Canada. The project focused on increasing public transit adoption, optimizing operational efficiencies, and addressing transit accessibility gaps in suburban and underserved regions.

Problem Statement

Public transit in Canada faces severe funding constraints, declining ridership post-pandemic, and growing urban sprawl, which has increased car dependency. Traditional fixed-route transit services are inflexible and often fail to meet real-time commuter demands, particularly in suburban and rural areas. On-demand transit presents a viable solution but requires a clear strategy for implementation, stakeholder buy-in, and sustainable funding models.

Market Opportunity

• High Demand for Transit Alternatives: Over 50% of residents in Canada's largest cities are at risk of transit poverty.
• Cost Pressures on Existing Systems: High transit infrastructure costs (e.g., Toronto’s Ontario Line: $1 billion/km) make expansion financially unfeasible.
• Successful Global Precedents: On-demand transit has proven effective in cities like Belleville (Canada) and Sault Ste. Marie, reducing operational costs while maintaining ridership.
• Government Policy Support: Investments in dynamic, multimodal solutions like on-demand transit are increasing.

Solution: A Flexible, Tech-Enabled Transit Model

The proposed On-Demand Transit (ODT) Model leverages cloud-based dispatching, AI-powered route optimization, and real-time demand matching to provide an affordable, efficient, and sustainable transit option.

Key Features:

1. Dynamic Routing – Adjusts routes based on real-time demand.
2. Rider Aggregation – Pooling commuters to optimize vehicle utilization.
3. Integrated Fare System – Seamless connectivity with existing transit networks (e.g., integrating with Presto in Ontario).
4. Hybrid Public-Private Partnership Model – Collaboration between transit agencies and mobility tech providers.