Analysis of Success Factors in the Russian Carsharing Market

The paper aims to identify the factors that affect success of car sharing companies. At present, Russian car sharing market is highly competitive and companies must invest a lot in factors that will ensure their development and growth. Moreover, there are not so many studies about Russian car sharing, which makes the topic relevant and creates the need for studies that take into account the specifics of business in Russia. Based on the analysis of the experience of other countries presented in foreign literature and the analysis of the industry in Russia, two main hypotheses are being put forward: the number of clients will be affected by 1) the availability of the service and 2) the "price-quality" ratio. The conducted econometric analysis allowed to partially confirm each of the hypotheses. It turned out that the number of cars available for rent, the presence of the service in Moscow and St. Petersburg at the same time, as well as the number of airports in the service area, had a positive effect on the number of customers, while the price increase had a negative impact. To make recommendations, in the paper was evaluated the project for opening a parking lot at Pulkovo Airport. With the help of the Monte Carlo method, simulation was carried out for three different possible arrangements with the airport for parking: at full cost, at a discount and free of charge. With the most likely option, parking payment at a discount, the NPV of the project will be positive in 72.9% of cases. This result allowed to conclude that the inclusion of the airport in the service zone of operation does not only increase the number of customers, but also it is a financially profitable project. Thus, to achieve success, the companies must include places of interest in their zone of operation, work on increasing the number of cars and expansion into the major cities, and should not overstate the cost.