Christy Marks Taxi Better -

| KPI | Target | Frequency | |-----|--------|-----------| | Avg pickup time | <9 min | Daily | | App utilization rate | >70% of bookings | Weekly | | Customer rating (1–5) | >4.6 stars | Daily | | Driver retention | 90% annually | Monthly | | Cost per ride (fuel + maint) | <$5.50 | Weekly | | Marks Miles redemptions | 15% of points issued | Monthly |

| Strengths | Weaknesses | |---------------|----------------| | Established local reputation | No mobile app or online booking | | Experienced, courteous drivers | Inconsistent vehicle cleanliness | | Competitive base fares | No driver performance metrics | | Strong owner-driver relationship | Manual dispatch (slow) |

| Opportunities | Threats | |------------------|--------------| | Corporate account contracts | Surge pricing by apps | | Airport & event partnerships | Rising fuel costs | | Eco-friendly vehicle tax credits | Driver shortage in peak hours | | Subscription ride plans | Negative online reviews (unmanaged) | christy marks taxi better

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Days 121–180: