New venture pitch build in 24 hours for the Leading Futures 2016 competition

1. ENDESA: Sustainable solutions and applications
for the sale of electric vehicles
10 April 2018 Leading Futures 2016 | Endesa Case 1
Ryan DREHER
Canada | MBA co2018 | Energy
Genevieve DUMORNE
Haiti/USA | MBA co2018 | Technology
Karol KALEJTA
Canada/Poland | MBA co2018 | Financial Services
Adrien STERN
USA/Switzerland | MBA co2018 | Financial Services
Leading Futures Case Competition
The Fly Futures

2. Endesa’s role in growing the Electric Vehicles market in Spain
10 April 2018 Leading Futures 2016 | Endesa Case 2
Market Target: electric vehicle sales reach 20% of Spanish new car sales by 2020
Context:
• Spanish government supports electric vehicle
expansion through MOVEA Plan, but fund has
been depleted.
• Spain signed COP 21 agreement, to reduce
CO2 emission by 2020
• European goal to reduce emissions to a
maximum of 95g of CO2/Km
• 37.4% of Spaniards are in favor of electric
vehicles
• Percentage of new cars registered has risen
from 1.3% in 2011 to 2.5% in 2016 for electric
vehicles
• Experts and Investment Funds expect 20% of
market to be electric vehicles
The Challenge for Endesa:
To develop a business model that supports
sales of electric vehicles in Spain as well as
the infrastructure necessary to support a
growing market of electric vehicles
Key Action to be taken by Endesa
1. Providing mobility as a subscription
service
2. Creating and ecosystem for EV users
3. Drive electrification of demand

3. 10 April 2018 Leading Futures 2016 | Endesa Case 3
Our Solution: Mobility as a Service
1.
Rental of EV
2.
Electric Service Bundle
Lock-in through subscription
3.
Bundle:
- EV Rental
- Charging Station
- Distance per Month
- Maintenance
- Solar Panel
A platform to educate and grow EV usage through a subscription base model

4. Creating an Ecosystem:
10 April 2018 Leading Futures 2016 | Endesa Case 4
Ecosystem of
Partners
Car
Manufacturers
EV
Infrastructure
Shared Value
• More Electric Cars on the road;
Governments will reach their COP 21
targets
• Expanding Network for Car Charging
Infrastructure Providers
Electrification of Demand for new
Markets!

5. Implementation: Making the New Business a Reality
10 April 2018 Leading Futures 2016 | Endesa Case 5
Market Target: electric vehicle sales reach 20% of Spanish new car sales by 2020
Selecting
Partners
- Automakers
- Maintenance
- Technology
- Government
- EV infrastructure
Targeting
Firms
- Seek out firms
who have existing
fleet of cars.
- Provide clear
incentive through
cheaper prices.
Focusing on
Individual
- Building on user
base to rollout B2C
mobility platform.
- Develop a
multitude plans for
individual according
to use.
- Digital platform
for energy as a
service.
- Users can choose
how much to
allocate
(“Energize”) to
different activities
Energy as a
Service

6. Endesa Business Model Evolution
Hub of Electric Mobility
Future: Expanding Value
Mobility as a Service
2020: Energy Services
Energy Company
2016: Energy Company
10 April 2018 Leading Futures 2016 | Endesa Case 6

7. Expansion of Infrastructure:
10 April 2018 Leading Futures 2016 | Endesa Case 7
Strategic Parnterships
Infrastructure Design Know How
Capital liquidity
Long Term Relationship Vision
Shared value with Exclusivity contracts
Shared Value
Increase sales points for infrastructure companies
Increase in distribution network for supply capacity
New revenue streams
Sustainable catalyst to boost creation of charging stations
Value
Proposition:
Joint Venture
for
Infrastructur
e Expansion
with Shared
Value for
Electric
distributors.

8. Incentives to boost electric vehicles sales
10 April 2018 Leading Futures 2016 | Endesa Case 8
For Companies
Running an electric fleet can be expensive - to incentivise companies to
run them at a lower cost, Endesa may offer price reductions through the
partnership or through special contract.
For Individuals
Variable pricing to customers at charging stations– a discount of 15%
One Luz 15% fixed price discount across all Endesa services
Target discount: 15%
Value
Proposition:
Reduce
operational
cost of owning
electric vehicle

9. Key Risks and Mitigation Strategies
10 April 2018 Leading Futures 2016 | Endesa Case 9
Risks
Profitability Firm capability
Translation into
more cars
Approval from
government
Providing incentives for
partners and
consumers my
decrease current
revenues.
Introduce auxiliary
revenue sources to
capture new value
being created for
consumers.
New challenges will
arise from
charging/usage
patterns of EVs and
new pricing.
Utilize software to
manage when cars are
charged minimizing strain
and cost for consumers.
It may be possible that
even though stations
are in place people do
not buy EVs.
Work with auto
industry and
government to
encourage sales
through marketing.
It is necessary to work
with gov’t to ensure
adequate space/guide
lines are provided for
stations.
During partnership
discussions involve
environmentally
concerned gov’t
stakeholders.

10. 10 April 2018 Leading Futures 2016 | Endesa Case 10
Thank You