iDrive Presentationx - Emory Goizueta Business School Intranet

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21 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Electric vehicles


the vehicles of tomorrow with the technology of today. A vehicle of change, a
radical new culture, a vision for our children’s children.


iDrive EV…do you drive gas
-
free?


Presentation Overview

Presented by:
Andy Barrenechea, Suzanne Clary, Melissa McCoy, Priya Nakra, and Kate Wharton

Target
Market

Proposed
Solutions
Addressing:


Cost


Convenience


Education


Electricity
Capacity

E
-
Corporation

Marketing

Strategy

Vision

T
ARGET

EV C
ONSUMERS


Who: Young professionals, 20s and 30s


Income: Upper middle
-
class/upper class

L
IFESTYLE
:
“Live, work and play in the same place.”


Couples


no children


Practical


Healthy


Social


Balanced


Convenience
-
driven

L
OCATION


Urban, but over time move to suburbs


Proximity to work


Near businesses


Atlanta


1 million target EV
consumers


61% surge in residents aged
25
-
34 who have at least a 4
-
year degree*


4
th

city with most Fortune
500 companies


*See
http://www.ajc.com/news/atlanta/young
-
professionals
-
lead
-
surge
-
907440.html


Target EV Consumers


Offer no sales tax on car purchase


Offer low or no
-
interest loans to buy an EV


Offer corporate tax breaks to companies that buy
EVs


Perform a study showing increased safety and
performance of EVs so that insurance companies
offer lower premiums to EV users*


Implement BuyBack program for EVs in Atlanta


Offer lower electricity prices for EV charging


*
Many insurance companies already offer a discounted
premium for EV owners. See
http://www.netquote.com/auto
-
insurance/electric
-
car
-
insurance.aspx#ixzz1UBxmuuz7

Proposed Solutions Addressing
Cost

One of the primary deterrents to purchasing an EV is
COST
.
According to a 2010 Deloitte study,
most US consumers surveyed would not be willing to pay more for an EV than for a conventional
vehicle.

L
OW

OR

N
O
-
I
NTEREST

L
OANS

TO

B
UY

AN

EV


These

loans

could

also

be

given

at

low

or

no
-
interest

such

as

with

student

loans
.

EV

adoption

is

guaranteed

because

of

the

stipulation

for

the

loan

that

the

vehicle

be

an

EV
.


I
MPLEMENT

B
UY
B
ACK

P
ROGRAM

OF

EV
S
*
IN

A
TLANTA


A primary bottleneck for the purchase of EVs is
consumer hesitance, as many consumers do not want
to purchase an EV knowing that the technology will
be more advanced in the near future. To combat this
obstacle, we will introduce a buy
-
back program,
similar to those types of programs that many
electronics stores have established. The initial
committed adopters of EVs will have the opportunity
to return older models of EVs or EV accessories, and
earn back money to purchase more advanced
vehicles and accessories. The value of their buy
-
back
credit will be dependent upon what new
technologies are available.


*See Blade Electric Vehicle’s current buyback program
in Australia: http://bev.com.au/buyback/guaranteed
-
buyback/

Proposed Solutions Addressing
Convenience

Another deterrent to purchasing an EV is the
CONVENIENCE

OF

RECHARGING
.
R
ANGE

ANXIETY

is a
serious concern if charging station infrastructure is lacking.


Offer tax incentives to charging
station builders or entrepreneurs


Offer low
-
interest loans or seed
funds to charging station
builders or entrepreneurs



Offer tax breaks to retailers and
employers that build charging
stations at shops/offices



Install public charging stations in
park
-
and
-
ride lots, sports
stadium parking lots, airport
parking lots, Atlantic Station, etc.



L
OW
-
INTEREST

L
OANS

OR

S
EED

F
UNDS

TO

C
HARGING

S
TATION

B
UILDERS

OR

E
NTREPRENEURS



According

to

the

California

Small

Business

Bureau,

offering

seed

funding

to

entrepreneurs

significantly

increases

small

business

growth
.

This

principle

could

be

applied

to

Georgia

and

the

Atlanta

area

and

specifically

be

focused

on

entrepreneurs

looking

to

start

initiatives

that

offer

convenience

or

other

benefits

to

EV

users
.


T
AX

B
REAKS

TO

RETAILERS

AND

EMPLOYERS

THAT

BUILD

CHARGING

STATIONS

AT

SHOPS
/
OFFICES



The availability of charging stations at work places and retail
stores is a major need when assuring EV users that they will
have adequate convenience in powering their vehicles. By
offering added business income tax breaks, these entities
will have added incentive to build such infrastructure as
well as the additional benefit of positive public relations.

Proposed Solutions Addressing
Education

Mass adoption of EVs is hindered by a lack of
EDUCATION

about the technology and its benefits.


Educate about EV benefits and current
i
ncentive
p
rograms


Educate about the environmental benefits of
EVs


Educate about EV technology, how batteries
work


Direct education toward the adult public
through EV expos and large public events


Educate about the EV
“why
” through
commercials, billboards, and other public
media
channels


Direct education toward the youth (future
consumers) by engaging with elementary,
middle, and high schools in Atlanta



EV B
ENEFITS


The

total

cost

of

an

EV

will

be

less

over

the

long
-
run

because

the

electric

mile

becomes

cheaper

over

time,

while

the

petroleum

mile

will

only

increase

in

price
.

The

consumer

must

understand

the

tax

incentives

associated

with

the

purchase

of

an

EV
.

In

Atlanta,

EVs

could

have

special

privileges,

such

as

HOV

lane

usage

and

designated

parking

spaces
.

Consumers

can

expect

lower

insurance

rates

because

they

own

“green”

vehicles
.


EV “W
HY



The

motivation

of

the

EV

movement

is

independence

from

foreign

oil

and

environmental

sustainability

for

our

planet
.

EVs

could

one

day

be

run

completely

on

renewable

energy,

a

phenomenon

not

achievable

with

internal

combustion

engines
.

EV

culture

is

about

changing

the

world

one

car

at

a

time

and

understanding

that

the

EV

concept

brings

us

one

step

closer

to

a

better

planet

and

a

more

efficient

future
.


Proposed Solutions Addressing
Capacity

Questions relating to the
ELECTRICITY

CAPACITY

of the grid hinder the adoption of EVs.

S
MART

CHARGERS

F
OR

N
OW


Smart chargers and their corresponding controllers help automatically recharge EVs during times of least cost to the consumer

and lower demand for power. As Pacific Northwest National Laboratory (PNNL) engineer Michael
Kintner
-
Meyer explains, “If a
million owners plug in their vehicles to recharge after work, it could cause a major strain on the grid. The Smart Charger
Controller could prevent those peaks in demand from plug
-
in vehicles and
enable our existing grid to be used more evenly
.”
(Read more at: http://www.pnl.gov/news/release.aspx?id=365). The Smart Charger Controller developed at PNNL would also
save consumers up to $150 /year.


More widespread implementation of smart chargers (applicable for any demographic) will help the development of a city smart
grid for the future.

S
MART

GRID

F
OR

THE

F
UTURE


The advantages of a fully
-
functioning city smart grid are clear and concise. By helping to facilitate the
power connection
throughout an entire city

and provide consumers with advanced information, the smart grid takes into account important
factors like seasonality, land, and population demographics.

It provides
two
-
way communication, self
-
monitoring, and digital
control
. For more information on
s
mart
g
rid, see www.smartplanet.com.

C
HARGING

S
CHEDULES


In order to optimize the efficiency of energy used in EV charging, it is recommended that all EV drivers, regardless of land
demographic,
charge their EVs overnight
. This is the time period of maximum available energy. Other charging patterns are
dependent upon other factors (i.e. seasonality, land demographic), and are variable from consumer to consumer. Public chargin
g
stations could be
shut off during peak hours

to conserve energy and reduce strain on the grid.




E
-
Corporation

Integrating solutions and forging partnerships to drive EV adoption in Atlanta.

T
HE

E
-
C
ORPORATION
* B
USINESS

P
LAN


The E
-
Corporation business plan is an EV implementation strategy that integrates multiple
private sector business initiatives and public incentives. The foundation of this business plan
is the E
-
Corporation Network, which businesses may become a part of upon achieving
certain EV
-
friendly standards. The network gives companies access to an EV idea
-
sharing
system, numerous partnership options, and the E
-
Corporation Marketing Center.





*To see how this idea has worked to promote social business, see http://www.bcorporation.net




Membership in E
-
Corporation

N
ON
-
V
EHICLE

B
USINESSES

Companies that are not a part of the
automotive industry and important to
EV growth. They have the private
capital to implement infrastructure, the
ability to offer rewards for employees
who drive EVs, and the resources to
educate their employees and
customers. In order to join the EV
network, these
NON
-
VEHICLE

BUSINESSES

must:

Implement a
minimum of 5 EV
chargers for every 100
employees

Pay a yearly
membership fee to
the network, based on
the company’s size

A
UTOMOBILE

M
ANUFACTURERS

The automobile industry is central
as the producer of
EVs
. With
research, innovation, and creative
marketing strategies, they have
the skills to establish and meet the
demand of the growing EV market.
In order to join the EV network,
AUTOMOBILE

MANUFACTURERS

must:

Ensure that 10% of all
automobile sales in
Atlanta are electric

Pay a yearly
membership fee to
the network based on
the company’s size

C
AR

R
ENTAL

AND

L
EASING

A
GENCIES

Rental and car leasing agencies are
essential middlemen as
EVs

expand into
the market. They have the resources to
maintain EV fleets available for lease and
rent as consumers seek to trial EV
ownership. Further, they create initial
interest in EVs by making them a rental
option. In order to join the EV network,
CAR

RENTAL

AND

LEASING

AGENCIES

must:

Establish
EVs

as 10%
of their vehicle fleets
in Atlanta

Pay a yearly
membership fee to
the network based on
the company’s size

E
-
Corporation Benefits

The E
-
Corp Advantage


Knowledge Network


E
-
Corp
b
usinesses will have access to an
idea sharing network
of companies with similar values but unique
perspective and experiences. Network summits will allow for focused innovation for the EV movement benefiting
private companies.

Bargaining Power


A staple of the E
-
Corp is the availability of
bargaining power
through

partnerships with other companies that have
similar goals of producing, purchasing, utilizing and implementing EV technology.


E
-
Corp
Service Partnerships
will be formed with companies that produce and implement EV technology to offer
special deals to member companies.

Marketing Center


An E
-
Corp Marketing Center will maintain a professional, dedicated
marketing and public relations strategy
that
continues to evolve across various mediums of exposure throughout the EV movement. The marketing center will
be a key resource as E
-
Corp businesses partner to strengthen their own marketing campaigns.


The EV Competitive Edge:
Marketing Strategies

To better understand the importance and challenges of a strong marketing strategy, our team
created a trial marketing campaign that took place over the course of three days.

R
EASONING


Lack of education about EVs and
benefits are a consistent
bottleneck contributing to lack
of consumer interest.


Given our target market’s
affinity for digital interaction
and new media, a well
-
planned
marketing strategy is the most
efficient way to improve the EV
reputation.

A
PPROACH


Professional, dedicated, and
integrated across platforms.


Public relations, media
relations, social media,
events.


Timeline with specific phases
that outline education activities
and predicted metrics.


Facebook


A
verage impressions: 236.7


Highest
-
viewed status: 547 impressions


Number of followers: 50


334 monthly active users

twitter.com/
idriveatl

idriveatl.tumblr.com

iDrive Comprehensive Strategy

The
R
ace to 50,000 EVs

The iDrive Comprehensive Strategy is focused on the upcoming three and a half years,
in
alignment with the national EV vision
. January 1
st
, 2015 is a challenging but
achievable goal for Atlanta to be the first city with 50,000 EVs on the road.

The iDrive Comprehensive Strategy is an overarching timeline that addresses each EV opportunity
presented thus far. Organized into three main focus areas, it is clear, concise and easy to follow:

E
-
C
ORPORATION

will engage
corporate entities to drive
infrastructure and
convenience advancement.

C
ONSUMER
-
D
RIVEN

E
DUCATION

will support the results of
the iDrive marketing
campaign to create a
unified EV education
strategy in Atlanta.

C
OST

REDUCTION

will include
additional mechanisms to
lower prices for EVs.

Q4 2011: The First Steps

E
-
Corporation

Consumer
-
Driven
Education

Cost Reduction


Create fully fleshed
-
out business plan


Identify target companies suitable for
membership in E
-
Corp


Develop marketing strategy


Utilize existing platforms to gauge
consumer interest


Perform study showing increased safety
and performance of EVs in order to
encourage insurance companies to offer
lower premiums to EV drivers


Identify relevant legislation in other states
that incentivizes EV purchases

2012: 5,000 EVs on the Road

E
-
Corporation

Consumer
-
Driven
Education

Cost Reduction


Select E
-
Corp Advisory Board
to oversee
and guide E
-
Corp development


Review business plan with the Board of
Advisors and revise as necessary


Launch E
-
Corp marketing to companies
to advertise membership


Create standardized, properly branded
accounts across media platforms that establish
the mission and vision of the EV movement


Focus on generating initial consumer interest
through market research


Initial penetration of “
iDrive

EV


do you?”
marketing slogan across relevant advertising
mediums


Launch BuyBack Program for first 5,000 EVs
in Atlanta


Offer low or no
-
interest loans to buy an EV


Offer corporate tax breaks to companies
that buy EVs, particularly Taxi and Car Rental
Agencies


Offer sales tax exemption for EV purchase

2013: 20,000 EVs on the Road

E
-
Corporation

Consumer
-
Driven
Education

Cost Reduction


Introduce Service Partners that provide bargaining
power to E
-
Corp Member Companies


E
-
Corp members organize an Expo for the City of
Atlanta featuring advancements in EV technology
and sponsored by corporations represented on E
-
Corp Board


Partnerships with the most prevalent and popular social and
educational organizations within the Atlanta community (i.e.
Scoutmob/Groupon
, features on Creative Loafing)


Beginning of launch events


awareness events around the
Atlanta community with EV education materials and EV test
drives


Use market research to enhance quality of focus group
marketing (i.e. evolving target marketing)


Upon next wave of EV technology, initiate BuyBack
Program


Forge public
-
private partnerships to reduce
electricity costs for the consumer

2014: 50,000 EVs on the Road

E
-
Corporation

Consumer
-
Driven
Education

Cost Reduction


Pass legislation to empower and protect E
-
Corporations


Publicly recognize and praise E
-
Corporation
designation


Capitalize on corporate and celebrity partnerships
(i.e. celebrity spokesperson, product give
-
aways
)


Featured booths/areas at popular festivals and
concerts around the Atlanta community


Marketing and campus
-
representatives to help
facilitate events across college campuses


Require all newly implemented EV chargers to
be smart chargers for energy
-
cost savings


Evaluate success of public and private
incentives to lower costs, in preparation for
mass adoption of EVs

Vision


E
-
Corp expands throughout all of Georgia
and the United
States


Every
person in the US recognizes EV
technology as safe, convenient, and
cost
-
efficient


Any
person can afford an
EV

Electric vehicles


a dream that will become a
reality
if we all make it our dream, our
true passion
. A community, a city, a nation and a world that lives on electricity


0%
hurt to our world
and
100% care for our future
. Join the movement, live the
dream, and adopt the vision. iDrive EV, do you?