Deliverable for the Ask phase

A clear statement of the business task

It can be well understood that the annual membership is much more profitable than the casual rides and full-day passes from the business analyst's statements. So converting the casual rides and full time passes to memberships needs to be taken as the goal and analysed. This is the business goal of the case study as well.

As analyses and insights are conducted on the casual riders and full-day passes, the study will give a clear picture of how casual riders and full-day pass riders are not making use of the benefits of annual memberships. This will be based on the question what is the significance of becoming an annual member? This question will be addressed.