| Project Name | Pickia — On-Demand Transport Platform |
| Parent Company | Analytics Nest Pvt. Ltd. |
| Product Manager | Syed Nizam Uddin |
| Project Start Date | June 4, 2026 |
| Development Start (Target) | July 14, 2026 (after 6-week pre-development) |
| Phase 1 Launch Target | December 2026 (Karachi Pilot) |
| Seed Investment Approved | Yes — Sir Saleem approved |
| Classification | Confidential — Internal Use Only |
Pickia is Pakistan's first on-demand mobile platform combining three services in one application: Goods Transport (on-demand suzukis, pickups, and trucks for moving furniture, appliances, and goods), Family & Group Transport (instant and pre-bookable Hiroof, Hiace, and Coaster vehicles for weddings, picnics, and group travel), and Parcel Delivery (instant motorcycle riders for documents and packages under 10kg). Pickia solves a daily problem faced by millions of Pakistanis who have no organized, app-based solution for these services.
| # | Objective | Target | Timeline |
|---|---|---|---|
| 1 | Complete all pre-development documentation | 77 documents across 8 categories | June 4 – July 13, 2026 |
| 2 | Begin app development (Sprint 0) | Development team onboarded | July 14, 2026 |
| 3 | Launch Karachi pilot with drivers & riders | 500 registered drivers/riders, 200 bookings/day | December 2026 |
| 4 | Expand to Lahore | 200+ Lahore drivers/riders | March 2027 |
| 5 | Achieve break-even | Monthly revenue covers expenses | Month 27 (September 2028) |
| 6 | Raise Series A | PKR 100M+ Series A round | Year 2 (2027–2028) |
| In Scope — Phase 1 | Out of Scope — Phase 1 |
|---|---|
| Customer Android app (Goods + Family Transport + Parcel Delivery) | iOS app (Phase 2) |
| Driver Android app (bookings + earnings for truck drivers & riders) | Inter-city long-haul bookings (Phase 2) |
| Admin web panel (management dashboard) | B2B Portal for business accounts (Phase 2) |
| Real-time GPS tracking | International expansion — Qatar/UAE (Phase 3) |
| JazzCash + Easypaisa + Cash payment | Daraz/OLX API integration (Phase 3) |
| CNIC driver/rider verification (manual) | Cold chain / refrigerated trucks (Phase 3) |
| Rating and review system | Driver financing program (Phase 3) |
| Role | Name | Responsibility |
|---|---|---|
| Product Manager (PM) | Syed Nizam Uddin | All pre-development documents, sprint planning, team coordination |
| CEO | ___________________ | Business decisions, investor relations, legal approval |
| CTO | ___________________ | All technical architecture, development leadership |
| COO | ___________________ | Operations, driver onboarding, field team management |
| Sir Saleem | PhD Professor / Investor | Funding, strategic advice, milestone review |
| UX Designer | ___________________ | All wireframes, prototypes, and UI design |
| Legal Advisor | ___________________ | Terms & Conditions, Privacy Policy, PECA compliance |
| Task / Document | PM | CEO | CTO | COO | UX | Legal |
|---|---|---|---|---|---|---|
| Project Charter | A/R | A | I | I | I | - |
| RACI Matrix | A/R | C | C | C | - | - |
| Problem Statement | A/R | C | I | C | I | - |
| Market Research Report | R | A | I | R | I | - |
| User Personas | A/R | I | C | C | R | - |
| Business Requirements (BRD) | R | A | C | C | - | - |
| Product Requirements (PRD) | A/R | C | C | I | C | - |
| Functional Requirements (FRS) | R | I | A/R | I | C | - |
| Technical Architecture | I | I | A/R | I | - | - |
| UX Wireframes & Designs | C | I | C | I | A/R | - |
| Driver Terms & Conditions | C | A | I | C | - | R |
| Privacy Policy (PECA) | C | A | C | I | - | R |
| Driver Onboarding Guide | C | I | I | A/R | C | - |
| Sprint Planning | A/R | I | R | I | C | - |
| Risk Register | A/R | C | C | C | - | - |
| Sir Saleem Reporting | R | A/R | I | I | - | - |
| Activity | PM | CEO | CTO | COO | UX | Dev Team |
|---|---|---|---|---|---|---|
| Sprint Planning Sessions | A/R | I | R | I | C | R |
| Daily Standup | A/R | I | R | I | R | R |
| Feature Development | C | I | A | I | C | R |
| QA Testing | C | I | A | I | C | R |
| Driver App Onboarding (Field) | I | I | I | A/R | - | - |
| Weekly Updates to Sir Saleem | R | A/R | C | C | - | - |
| Problem in one sentence | Millions of Pakistanis have no fast, organized, app-based way to book a truck for goods transport, a group vehicle for family events, or a motorcycle rider for instant parcel delivery — forcing them to waste hours negotiating with unknown drivers/riders at no fixed price. |
| Who has this problem | Urban Pakistani families, shoppers at electronics and furniture markets, event organizers (weddings, baraats), office groups planning outings, and individuals or businesses needing to send documents or small packages — across Karachi, Lahore, Islamabad, and all major cities. |
| How often does it occur | Every single day — millions of goods are purchased from markets daily, and thousands of group transport and parcel delivery needs arise every week across Pakistan. |
| Current solution (if any) | Phone calls to unknown drivers, standing at market entrances asking around, word-of-mouth referrals, or using fragmented motorcycle delivery apps with unverified riders. |
| Why current solution fails | No price transparency, no tracking, no accountability, no driver/rider verification, no pre-booking, no floor delivery option, and high cancellation rates — the entire process is fragmented, slow, and unreliable. |
| Research Activity | Finding |
|---|---|
| 40+ drivers/riders interviewed | Saddar, Tariq Road, Hall Road (Karachi) — all confirmed sitting idle for hours daily with no steady work |
| 30+ customers interviewed | All confirmed the transport problems — wasting 2+ hours every time they buy a heavy item or try to dispatch a parcel |
| Driver/Rider interest in Pickia | 100% of drivers and riders expressed strong interest in joining an app-based platform for steady bookings |
| Customer interest in Pickia | 100% confirmed they would download and use Pickia if it solved the price and trust problems across all three services |
| Top customer quote | "Main ne fridge kharidi lekin ghar pohanchana bahut time waste aur tension hai" |
| Top driver quote | "Ghanton baithna parta hai market mein — app se kaam milega toh bahut acha hoga" |
| ID | Risk Description | Category | Prob. | Impact | Score | Mitigation Plan | Owner |
|---|---|---|---|---|---|---|---|
| R-01 | Driver onboarding slower than planned — fewer than 100 drivers in Month 1 | Operations | 3 | 5 | 15 | Field team at markets from Day 1; PKR 500 joining bonus per driver; WhatsApp referral program | COO |
| R-02 | JazzCash / Easypaisa merchant API approval takes longer than 4 weeks | Technical | 3 | 4 | 12 | Apply for merchant account in Week 1 of pre-development; cash-only fallback ready for launch | CTO + COO |
| R-03 | Drivers bypass app and deal directly with customers offline | Business | 4 | 4 | 16 | In-app payment incentives; loyalty rewards for on-platform bookings; rating system benefits | PM + COO |
| R-04 | Development timeline exceeds 6 months — launch delayed | Project | 3 | 5 | 15 | Strict MoSCoW prioritization; MVP-first approach; no scope creep without co-founder unanimous approval | PM |
| R-05 | Google Maps API cost exceeds budget at scale | Technical | 2 | 3 | 6 | Use OpenStreetMap as backup; negotiate Google Maps startup credit; set API call limits in code | CTO |
| R-06 | Government introduces ride-hailing regulations that affect Pickia | Legal | 2 | 5 | 10 | Legal advisor engaged; monitor PTA/Ministry of Transport announcements; PECA compliance built from Day 1 | Legal + CEO |
| R-07 | InDrive or Yango launches a goods transport feature in Pakistan | Competition | 2 | 5 | 10 | First-mover speed; build driver network loyalty before competitor enters; differentiate on labour integration | CEO + PM |
| R-08 | Customer trust issue — reluctance to share location with unknown driver | Product | 3 | 3 | 9 | CNIC verification highlighted in app; customer ratings visible; "customer rides along" model built in | PM + UX |
| R-09 | Firebase push notifications fail on low-end Android devices | Technical | 2 | 4 | 8 | Test on Android 8.0+ devices; SMS fallback for critical notifications; QA testing on low-end devices | CTO |
| R-10 | Seed funding runs out before break-even | Financial | 2 | 5 | 10 | Monthly burn rate tracking; Series A preparation begins Month 10; cost controls enforced by CEO | CEO |
| R-11 | Driver app too complex for low-literacy drivers | Operations | 4 | 3 | 12 | Urdu UI for driver app; simple 3-button interface; in-person training at driver onboarding; WhatsApp support line | COO + UX |
| R-12 | AWS server outage causing platform downtime during peak hours | Technical | 1 | 5 | 5 | 99.5% uptime SLA required; multi-region backup; 30-second auto-failover configured; incident response plan | CTO |
| R-13 | Rider theft or loss of valuable parcel items | Operations | 2 | 5 | 10 | Mandatory CNIC verification; photo proof of parcel at pickup and drop-off; real-time tracking shared with recipient; standard insurance cover up to PKR 5,000 | COO + PM |
| Name (fictional) | Ahmed Khan |
| Age | 28–45 years |
| Location | Urban Pakistan — Karachi, Lahore, Islamabad |
| Occupation | Office worker, business owner, or shopkeeper |
| Device | Mid-range Android smartphone (Samsung A-series, Xiaomi) |
| Apps Used Daily | WhatsApp, JazzCash, YouTube, Daraz |
| Income | PKR 50,000–200,000/month |
| Goals | Get purchased goods home quickly, safely, and at a fair and transparent price |
| Pain Points | Wastes 2+ hours finding a truck, gets overcharged regularly, no one is accountable if goods are damaged |
| Typical Scenario | Buys a refrigerator at an electronics market on a weekend — needs a truck to deliver it home with floor delivery to the 3rd floor |
| Key Quote | "Main ne fridge kharidi lekin ghar pohanchana bahut time waste aur tension hai" |
| Name (fictional) | Fatima Malik |
| Age | 30–55 years |
| Role | Housewife, family event organizer, or office coordinator |
| Device | Mid-range Android smartphone |
| Goals | Book a reliable, right-sized group vehicle for family events with zero last-minute stress |
| Pain Points | Cannot pre-book, no app exists, driver cancels at last minute, wrong vehicle sent |
| Key Occasions | Weddings, baraats, valimas, family picnics, Eid outings, school trips |
| Key Quote | "Baraat ke liye Coaster phone pe dhundna parta hai ghanton — koi app nahi hai" |
| Name (fictional) | Ghulam Rasool |
| Age | 25–50 years |
| Vehicle | Suzuki Pickup (Shehzore) — his own vehicle |
| Location | Karachi — parks near Saddar and Tariq Road markets |
| Device | Basic Android smartphone (Tecno or Infinix) |
| Tech Comfort | Uses WhatsApp daily, basic smartphone functions — limited app experience |
| Income | PKR 30,000–80,000/month (highly inconsistent, idle time is a major problem) |
| Goals | Get steady work, earn more per day, waste less idle time waiting at market |
| Pain Points | Sits idle for hours with no customers, no steady income, all bargaining is exhausting |
| Key Quote | "Ghanton baithna parta hai — koi nahi aata. App se kaam milega toh bahut acha hoga" |
| Name (fictional) | Zara Siddiqui |
| Role | Pickia Operations Manager |
| Location | Pickia Operations Office, Karachi |
| Device | Laptop / Desktop — Admin Web Panel |
| Goals | Monitor platform health, approve new drivers quickly, resolve customer complaints fast |
| Daily Tasks | Driver approvals, booking monitoring, revenue reporting, dispute resolution, driver suspension management |
| Pain Points | High volume of complaints if manual; needs real-time visibility across all active bookings and drivers |
| # | Objective | Target | Timeline |
|---|---|---|---|
| 1 | Launch Karachi pilot with registered drivers & riders | 500 registered drivers/riders | December 2026 |
| 2 | Achieve daily booking target — Karachi | 200 bookings/day | Month 6 |
| 3 | Expand to Lahore | 200+ Lahore drivers/riders onboarded | March 2027 |
| 4 | Reach 500 bookings/day (all cities) | 500 daily bookings | Month 12 |
| 5 | Achieve operational break-even | Monthly revenue exceeds operational expenses | Month 27 |
| 6 | Raise Series A investment | PKR 100 Million+ | Year 2 (2028) |
| KPI Metric | Month 6 | Month 12 | Month 24 |
|---|---|---|---|
| Daily Bookings | 200 | 500 | 1,000+ |
| Registered Drivers/Riders | 200 | 500 | 1,500+ |
| Customer App Rating (Play Store) | 4.0+ | 4.2+ | 4.5+ |
| Driver/Rider Retention Rate | 70% | 80% | 85%+ |
| Avg Booking Value (PKR) | 400 | 500 | 600 |
| Monthly Platform Revenue (PKR) | 2.4 Lakh | 7.5 Lakh | 18 Lakh |
| Cities Active | 1 (Karachi) | 2 (KHI + LHR) | 3+ (KHI, LHR, ISB) |
| # | Constraint | Impact | Mitigation |
|---|---|---|---|
| 1 | Total budget: PKR 45 Million over 2 years | Strict scope control required | MoSCoW prioritization enforced at all sprints |
| 2 | Android only — Phase 1 | Misses iOS users initially | iOS planned for Phase 2 (Month 13+) |
| 3 | Cash-heavy market — 60%+ prefer cash | Commission collection is harder | Weekly settlement system for cash commission from drivers/riders |
| 4 | Driver/rider literacy — basic smartphone users | App adoption may be slower | Simple Urdu UI + WhatsApp onboarding + in-person training |
| 5 | PECA 2016 compliance (Pakistan) | Data must be stored in Pakistan | AWS Pakistan/Bahrain region; legal review before launch |
| Component | Rate | Example — PKR 1,000 Trip |
|---|---|---|
| Total Customer Fare | 100% | PKR 1,000 |
| Pickia Platform Commission | 10% | PKR 100 |
| Driver Earnings (per trip) | 90% | PKR 900 |
| Method | Driver Receives | Commission Collection |
|---|---|---|
| JazzCash / Easypaisa | 90% transferred to driver wallet instantly after trip | 10% automatically held by platform |
| Cash | Driver collects full fare from customer | Driver owes 10% — paid via weekly settlement |
| Booking Type | Customer Pays | Pickia (10%) | Driver/Rider Earns |
|---|---|---|---|
| Short goods trip — 3 km, Chingchi | PKR 400 | PKR 40 | PKR 360 |
| Home shifting — 8 km, Suzuki | PKR 1,200 | PKR 120 | PKR 1,080 |
| Full truck — warehouse, 15 km | PKR 8,000 | PKR 800 | PKR 7,200 |
| Hiroof — family picnic, half day | PKR 4,000 | PKR 400 | PKR 3,600 |
| Hiace — office outing, full day | PKR 10,000 | PKR 1,000 | PKR 9,000 |
| Coaster — wedding baraat | PKR 15,000 | PKR 1,500 | PKR 13,500 |
| Motorcycle Parcel — 5 km delivery | PKR 155 | PKR 15.5 | PKR 139.5 |
| Scenario | Trips/Day | Avg Fare | Driver Daily Earnings |
|---|---|---|---|
| Conservative (slow day) | 2 trips | PKR 800 | PKR 1,440 |
| Average day | 4 trips | PKR 900 | PKR 3,240 |
| Busy day | 6 trips | PKR 1,000 | PKR 5,400 |
| Single Coaster wedding | 1 trip | PKR 15,000 | PKR 13,500 |
| Scenario | Trips/Day | Avg Fare | Rider Daily Earnings |
|---|---|---|---|
| Conservative (slow day) | 6 trips | PKR 150 | PKR 810 |
| Average day | 12 trips | PKR 160 | PKR 1,728 |
| Busy day | 18 trips | PKR 180 | PKR 2,916 |
| Factor | Customer App Needs | Driver (Captain) App Needs |
|---|---|---|
| User Interface (UX) | Aesthetic, search-focused, booking-oriented, multi-step checkout. | Simple, high-contrast, map-heavy, large buttons (for safe operation while driving). |
| Background Location | Only active when booking/tracking a ride. Low battery consumption. | Continuous, high-frequency background GPS pinging to update system coordinates. |
| App Size (Payload) | Should be small & fast to download for consumers (under 35MB). | Includes map caching, camera scanner for CNIC, and complex offline support. |
| Security & Compliance | PCI-compliant payment fields, phone verification. | Driver document verification, bank details, biometric validation. |
The Driver (Captain) App will serve as a single, unified portal for both truck drivers (Goods/Family) and motorcycle riders (Parcel Delivery). The application will dynamically detect the registered vehicle type upon login, toggling specific features (e.g. floor delivery helpers for trucks, parcel verification camera for riders) and adjusting the local navigation/dispatch queue logic accordingly.
| Doc ID | Document Name | Date Completed | Priority | Status |
|---|---|---|---|---|
| DOC-60 | Project Charter | June 5, 2026 | P1 | ✅ Done |
| DOC-61 | RACI Matrix | June 5, 2026 | P1 | ✅ Done |
| DOC-63 | Risk Register | June 5, 2026 | P1 | ✅ Done |
| DOC-01 | Problem Statement | June 10, 2026 | P1 | ✅ Done |
| DOC-03 | User Personas (4 personas) | June 11, 2026 | P1 | ✅ Done |
| DOC-04 | Jobs To Be Done (JTBD) | June 11, 2026 | P1 | ✅ Done |
| DOC-05 | Empathy Map | June 12, 2026 | P2 | ✅ Done |
| DOC-06 | Customer Journey Map | June 12, 2026 | P1 | ✅ Done |
| DOC-07 | Pain Points & Opportunity Map | June 13, 2026 | P2 | ✅ Done |
| DOC-08 | Value Proposition Canvas & Naming | June 13, 2026 | P2 | ✅ Done |
| DOC-09 | Business Requirements Document (BRD) | June 13, 2026 | P1 | ✅ Done |
| DOC-N-A | Driver Earnings Model ⭐ NEW | June 13, 2026 | P1 | ✅ Done |
| DOC-N-E | App Architecture Split Decision ⭐ NEW | June 13, 2026 | P1 | ✅ Done |
| Doc ID | Document Name | Owner | Priority |
|---|---|---|---|
| DOC-02 | Market Research Report | PM + COO | P1 |
| DOC-10 | Product Requirements Document (PRD) | PM | P1 |
| DOC-11 | Functional Requirements Spec (FRS) | PM + CTO | P1 |
| DOC-12 | Non-Functional Requirements (NFR) | CTO | P1 |
| DOC-13 | Feature Priority Matrix (MoSCoW) | PM | P1 |
| DOC-14 | Scope Document | PM | P1 |
| DOC-15 | Assumptions & Constraints Log | PM | P2 |
| DOC-16 | Glossary of Terms | PM | P2 |
| DOC-17 | Information Architecture (IA) | UX + CTO | P1 |
| DOC-18 | User Flow Diagrams | UX + PM | P1 |
| DOC-N-B | Pricing Calculator Logic ⭐ NEW | CEO + PM + CTO | P1 |