Better Place Change Management

Communicating change
Communicating Change
Carmen Neghina & AlinaOprea – BiCom 2006

Better Place

Context Analysis

Change Dynamic
SHOULD BE +
IS +

6 partners
Implementation running well
World-wide interest
Investment willingness
Change the market
Electrical car market share of 20% by 2020
Use the green revolution to our advantage
Make the best of new technology
Fear of failure
Fear of emerging competition
Market creation is difficult
Risk of over-expanding
Financial crisis
Experimental project model
Evolution of markets & society
Dependability on partners

IS -
SHOULD BE -

Better Place
Better Place HQ in California, USA
Outer
Inner

Behavior
Opinion Leaders
Lobbying
Education
300,000
Outer
Inner
Conferences
Media
2011

Skills/Resources
The world’s 100 most influential
Heroes of the Environment 2008
100 Most Creative People in Business
2009 Scientific American 10
Creative, innovative,
thinks outside the box
Outer
Inner
Over $ 400 million
Expert skills: green living – green company
High-tech company
SAP Support
Highly motivated
Innovative
Creative
Want to make a change
Technology savvy
Enthusiasm

Beliefs and Convictions
% purchase for each recommendation
We can make a difference
High performance – raise
Outer
Working together for a better future
Inner
We are changing the world
Employees act as opinion leaders

Values
Goal: have 100,000 cars on the road by 2011
Efficiency and sustainability
High-quality service
Customer satisfaction
Green living
Sustainability
Outer
Inner
Environmentally friendly
Awareness
Unity

Identity
Our mission is to break the world's oil addiction
Outer
Inner
Our mission is to transform personal mobility

Belonging
Vision: change the way people drive
Automobile industry
Better Place is part of the emerging electric car market
Outer
Inner

All Four Quadrants Model

CEO: open mentality, takes risks, motivational speaker, highly experienced, visionary
International backgrounds
Family connections
Specialized knowledge in the field
Special trainings in sustainability
Highly trained individuals
International background

UL
UR

Business Model
Goal
Locations
Market Trends – going green
Vision, purpose, mission
Desired culture: environmentally friendly company that changes the world

LL
LR

Change Dynamic
Org Structure, Processes, Technology
Project Management
Technical
Transition
Current
(A = IS -)
Future
(B = SHOULD +)
People
Change Management
Job Roles, People

Overview
Technology
Job Roles
Environment
CHANGE MANAGEMENT
Processes
Project Management

Project Management

Initiating
Planning
Executing

TO DO:
- Monitoring and Controlling
- Closing

Change Management

Planning for change
Managing change

TO DO:

Reinforcing change

Differences - Change Factors
Technology
Environment

Differences – Actors involved in managing change

Better Place

Solutions & Ideas

Communications
External investments – funding
Coaching
Education

Clearly define the business case
Work breakdown structure
Assigning clear, achievable goals
Budget estimations
Resource allocation
Project tracking
Risk identification and mitigation
Reports on performance
Change Management
Project Management