Hi Guys & Totorro,
I'd like to respond to the comments in this thread about why Raileasy uses a premium rate number for its call centre and charges a booking fee but for commercial reasons I cannot divulge actual Raileasy figures. I'd also like to thank the guys who have a deeper awareness of the "market forces" for their posts in this discussion.
So to progress this debate let's pretend that a group of individuals on this forum got together and decided they wanted to start selling tickets under the domain
www.railforumretailer.com for instance.
Why bother (I can imagine a lot of people thinking) when TOC web sites (i.e Trainline/ATOS as you all know) are so good? Well someone might say surely there's a market for something more user friendly for online customers who can only too easily buy 2 x advance tickets that are (far) more expensive than a return fare on both those and by definition TOC sites eg London - Edinburgh for a Friday pm/Monday am journey. Don't forget the ORR research last year about 41% of travellers subsequently believe they could have travelled on a cheaper fare. From the guys I've met on this forum there's also a stack of knowledge about how to help customers get the best deal which Raileasy would love to be able to offer its customers.
OK founder members of railforumretailer.com, I hope you don't mind me offering you some pointers for your business plan.
1. You can find the prevailing commission rate on the ATOC site and I'd like to share with you our average transaction value which is around £58 so you can work out what you will earn per booking.
2. Something which I don't think is generally available is that under the terms of your license you will be obliged to spend £1 million per annum on "promotion". This can be split between £650K on marketing and the rest on development.
3. For the purposes of your first year business plan why not have a target of 650,000 transactions or about £38 million worth of ticket sales? That seems a reasonable sized small business for a bunch of entrepreneurs funding everything out of their own pockets to try to build. Of course it's nothing like what TTL sells but you've got to start somewhere!
4. If that seems like a reasonable target, the first thing to note is that £1m (license) stipulated spend is going to cost £1.54p per transaction (i.e £1m divided by 650K). But you're going to have to spend money on advertising to generate awareness for your new site and build the business.
Now I don't want to derail

your plans at such an early stage but there are other costs/charges that you need to factor in which unfortunately are levied if you want to retail UK rail but, it should be noted, there are no equivalent costs applied for selling Eurotunnel, Eurostar, ferries or even (boo hiss) flights.
5. These additional costs/charges include:
access to live/test NRS
access to the CTR database and cost of inserting a CTR
cost of inserting a TOD record in Lennon
cost of timetable and fare data/licenses
dedicated data lines for connecting to these back end rail systems
charges for TOD issue
credit card authorisation
debit card authorisation
ATOC account management
6. Now for the bad news I'm afraid. With the cost/charges outlined in 4/5 you are likely to make a loss of about £0.25p per transaction if the customer uses a credit card but a profit of about £0.30p if the customer uses a debit card.
7. Sorry to pile on the bad news but unfortunately the above doesn't include any costs for hosting your site and, to bring this back to the subject of this thread, a call centre or any staff for that matter.
8. "What about the ORR's plans to "open up" access to data?" Certainly every bit helps and no charge for timetable and fare data/licenses would be good but I think they're looking at real time data charges.
8. "But RSH manage perfectly OK someone posted, how do they do it?" Yeah but railforumretailer.com are a bunch of guys who believe you can do things differently/better than TTL/ATOS, not a large supplier to the rail industry who can "offset" costs/losses.
9. "What about Takethetrain?" The good news is they're not really interested in the consumer market, their business/focus is in the TMC/corporate sector and IMO they "give away" rail retailing to keep or attract flight business. I'd just like to say Raileasy, as illustrated by Tripadvisor using our API to include rail in flight searches, tries to get people onto trains instead of flying so there's a planet left for the young guys I've met from this forum and their and our children.
10. But now for some good news my budding retailer buddies, you can have free access to the Raileasy API to build the "new mobile apps and search engines" the Govt hopes will result from opening up access to rail data. This will save you all the costs/charges outlined above, all you have to do is build your site! It'll even save you the £1K per day you'll be charged for accreditation by RSP. Raileasy is accredited and part of the accreditation process for its API enables Raileasy to self accredit API users.
Interested, confused or think these figures are incorrect or just want to discuss this further, please PM me or post, we'll be interested in your comments.