THE GEORGE WASHINGTON UNIVERSITY
EMSE 6035 Marketing of
Technology
Free n Fast Electric Charging Station
Abhishek Thakur &...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
1
Table of Contents
1.0 Executive Summary:...........
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
2
1.0 Executive Summary:
AS! Electricals is a priv...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
3
Electric Vehicles. Once our product has achieved...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
4
2.0 Organization Analysis
We would like to intro...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
5
BusinessLine: This is our upgraded version where...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
6
Features: HouseLine Business Level PublicLine
20...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
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4.0 Market
The need for Electric Charging Statio...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
8
Source: http://ecomento.com/201three/10/29/explo...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
9
5.0 Marketing Strategy
We are entering the marke...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
10
of installation and maintenance will be free fo...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
11
Since, we have entered a partnership with BMW w...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
12
5.1.2 Place:
The products will be available for...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
13
5.2 Competition:
In the EVSE(Electric Vehicle S...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
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5.2.1 Competitor analysis:
We will analyze our ...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
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5.2.2 SWOT analysis
Strength Weakness
We have p...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
16
5.3 Marketing Expense Budget
Our objective is t...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
17
How BMW will benefit from this?
We will be prom...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
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7.3 Sales objectives
We plan to sell 3000+ unit...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
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8.0 Outsourcing:
Outsourcing is beneficial when...
Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology
20
References
http://www.plugincars.com/need-elect...
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Mrketing plan recharging technology abhishek thakur,sourabh kulkarni

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Mrketing plan recharging technology abhishek thakur,sourabh kulkarni

  1. 1. THE GEORGE WASHINGTON UNIVERSITY EMSE 6035 Marketing of Technology Free n Fast Electric Charging Station Abhishek Thakur & Sourabh Kulkarni 11/27/2013
  2. 2. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 1 Table of Contents 1.0 Executive Summary:................................................................................................................................2 2.0 Organization Analysis..............................................................................................................................4 3.0 Product....................................................................................................................................................4 3.1 Value Proposition................................................................................................................................6 4.0 Market.....................................................................................................................................................7 4.1 Market Segment .................................................................................................................................8 5.0 Marketing Strategy .................................................................................................................................9 5.0.1 Innovators:...................................................................................................................................9 5.0.2 Early Adopters:.............................................................................................................................9 5.0.3 Early Majority:............................................................................................................................10 5.0.4 Late Majority:.............................................................................................................................11 5.1 3 P’s of Marketing.............................................................................................................................11 5.1.1 Price: ..........................................................................................................................................11 5.1.2 Place:..........................................................................................................................................12 5.1.3Promotion:..................................................................................................................................12 5.2 Competition: .....................................................................................................................................13 5.2.1 Competitor analysis: ..................................................................................................................14 5.2.2 SWOT analysis............................................................................................................................15 5.2.3 Competitive Trends....................................................................................................................15 5.3 Marketing Expense Budget...............................................................................................................16 6.0 Partnerships..........................................................................................................................................16 7.0 Objectives..............................................................................................................................................17 7.2 Business objectives ...........................................................................................................................17 7.3 Sales objectives.................................................................................................................................18 7.4 Other objectives................................................................................................................................18 8.0 Outsourcing:..........................................................................................................................................19 References ..................................................................................................................................................20
  3. 3. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 2 1.0 Executive Summary: AS! Electricals is a privately owned firm which provides Electric Charging Stations to make it convenient for the Electric Vehicle (EV) owners to recharge their Vehicle batteries. We have createda range of products to provide our services for EV owners. We will offer our services to all household, employees of various technical and Government organizations and to owners of Electric vehicles through our public outlets. Our product “Free n Fast”provides better charging facilities to all types of Electric Vehicles. We have createdthree different products according to three different segments of the market. The different types of products are- HouseLine, BusinessLineand PublicLine. We have defined our scope of themarket to Electric Vehicle users in California State. The main reason to give the services in California State is because it has themost number of Electric Vehicle users compared to other states in US. These products will be easily accessible to the public through different charging units at various locations all over California. Allof the location is separated by less than 15 miles. These units will be installed at common locations like- Food outlets, malls, and retail shops. We provide better services at a cheaper cost than our competitors. Our Innovators are the members of Electric Vehicle Entrepreneurs of Silicon Valley(EVESE) which is a non-profit organization of environmentalists who promote the use of Electric Vehicles (EV). We will be targeting all the technical and Government offices which will be our Early Adopters. We have California State government as our beachhead in order to enter the mainstream market and attract the Early Majority. California government has signed a contract which will make it mandatory for residencies in California to have at least 1 Electric Charging units. After capturing this niche market,we will enter the mainstream market by providing our services to private companies like FedEx, UPS and shuttle services which has alarge number of
  4. 4. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 3 Electric Vehicles. Once our product has achieved mass market adoption and the growth of our market stabilizes we hope to attract the general public through main service using the PublicLine product There is a lot of competitors in the market who provides Electric Charging stations for recharging the batteries of Electric Vehicles.. The best feature of our product is it is possible to recharge the batteries 20 times faster. No other competitors charge Electric Vehicle batteries at this speed. We are providing this service to all kind of Electric Vehicles and the hybrid Vehicles. The cost which we offer is less than the one provided by our competitors. In order to make it a seamless driving experience for the drivers/users of the Electric Vehicles,we will be partnering with BMW. This will be a revolutionary partnership since BMW is launching i3 which will be released next year. The benefit of entering in a partnership with BMW is that BMW has a brand name. This will helps us to achieve recognition and also help us to establish our self in the market in a more efficient way. We will be contracting with 2 of the Asian Giant companies in China and India. All the production of the Electric Charging Station will be manufactured from China. We have partnered with these outsourcing firms to roll out more Electric Charging Stations in less amount of time. This will also keep the production costs down. We will integrate all the manufactured parts and assemble them at our assembly unit in CA. Outsourcing will be the most helpful when it comes to inventory.
  5. 5. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 4 2.0 Organization Analysis We would like to introduce you to AS! Electricals. We are the industry leader in the field of electronic recycling, disposal and parts harvesting. We are introducing a new line of product which is “Free n Fast” charging stations for Electric Vehicles (EV). We have been in business for over 20 years now with a successful track record in E-recycling business. We have offices in 20 different locations around United States withheadquarter in Sacramento, California. We offer a wide range of electronic recycling products with totalannual revenue of $200 million. We have a large workforce of 450 employees spread across our 20 offices. We have aninnovative culture in our organization where we promote new ideas from our employees. We have a successful track record of becoming one of the market leaders in the product segments we venture into. We have partnered with several state governments around United States for better implementation of our environmental friendly products. We hope to become a Fortune 500 company within the next 5 years. 3.0 Product Electric Charging Station is the charging place for Electric Vehicles to recharge their batteries. All the attributes are designed in such a way to make it convenient for users to use our services.The different features make the product a full experience for the users. These features add value to the product and help us to compete with our competitors in a better way since many of the features are far more advanced than the ones provided by our competitors. We have three different types of products that are being developed which will be targeted to three different segments of the market. Following are three kinds of products we offer: HouseLine:HouseLine is our primary product which is created in order to provide services for people charging their Electric Vehicles at their residencies. It contains all the features needed for people in order to recharge their batteries in their houses. Some of the significant features are: Charging Indicator: It indicates the percentage of charging completed which helps the user with the knowledge of how much more time it needs to charge completely Online Bill Payment: The HouseLine charging station has a unique number which facilitates the user to recharge their account online 24x7 Customer Support: All types of maintenance issues or breakdown of the machine can be assisted through our 24 hours customer support
  6. 6. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 5 BusinessLine: This is our upgraded version where we have some added features. This product is mainly targeted towards the technical and Government offices. Some of the added features in this product are: All Weather: The systems are designed in such a way that they can be used throughout the year. The operating temperatures for the system to work efficiently are from 5 degrees Fahrenheit to 115 degrees Fahrenheit Smart Phone App: We are also launching a smartphone app which will be supported on iOS, Android and Windows devices. It will be integrated in the system in such a way that it can notify users with the charged percentage of their EV battery Secure Login ID: This feature makes the system secure for users. It gives them a security to use their Credit cards PublicLine: This is our prime product wherein we try to attract maximum customers and earn maximum profits. This product will generally be available near the outlet malls, food malls, cafes where people park their vehicles for hours. This will provide them to recharge their batteries while they are shopping or eating. We have a new bunch of added features that can come in handy. SMS Alert: once the recharge is complete it will automatically send a SMS to the user notifying that the charge has complete Internet connectivity at charging station: It is not always that you will get Wi-Fi at food or shopping outlets. The range of this Wi-Fi will be 500-750 ft. Our product Electric Charging Station helps us to provide services across USA. The Product Life Cycle is of 10 years with maintenance needed every 6 months after 2 years of installation.Originally, this product will be readily available at all the Public outlets in CA cities separated by a distance of 15-18 miles apart. The HouseLineproduct can be purchased online; the cost includes one-time membership fees for 1 year and has free installation and all the maintenance for that year is included in the cost.
  7. 7. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 6 Features: HouseLine Business Level PublicLine 20 times faster Yes Yes Yes Charging Indicator Yes Yes Yes Self-Retracting Yes Yes Yes User Friendly Yes Yes Yes Cloud Connection Yes Yes Yes Multi-Language Yes Yes Yes 24X7 Customer Support Yes Yes Yes 100% Safe Yes Yes Yes Online Bill Payment Yes Yes Yes All Weather - Yes Yes Smart Phone App - Yes Yes Secure Login ID - Yes Yes SMS Alert - Yes Yes Multiple Chord - - Yes Internet Connectivity at charging Station - - Yes 3.1 Value Proposition 20 times faster: Our charging stations are enabled with the advanced technologies that helps our customers to recharge their Electric Vehicle batteries 20 times faster 13-15 minutes to recharge: Our Charging units provide the fastest recharging option in the market. The time is taken to recharge the batteries of an Electric Vehicle is less than 15 minutes. This is far most the fastest recharging available in the market when compared to any of our competitors present in the market Cheaper Cost to recharge: The cost to recharge the batteries of an Electric Vehicle is half when compared to the cost charged by our competitors. The membership fees for 1 year is also lower than the competitor Free Installation and Maintenance: Once the product is purchased we will install the product for free at your office or residence. We will provide free maintenance for 1 year from the time when the product is purchased Mobile charging if Battery drain/ Breakdown: If your battery drains or there is a break down due to some technical issues in the battery then we also provide on-site assistance
  8. 8. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 7 4.0 Market The need for Electric Charging Stations is high as the number of Electric Vehicles owners is growing. There is a highneed for these kinds of product in the market as more and more Vehicle manufacturers are bringing in new Electric Vehicles. The main goal of our product is to make it convenient for the users of Electric Vehicles to recharge their batteries on the go. We want to provide this solution at lesser cost and also want to save up the time needed to charge the batteries. Source: http://electricdrive.org/index.php?ht=d%2Fsp%2Fi%2F20952%2Fpid%2F20952 We have defined our scope of themarket to Electric Vehicle users in California State. The main reason is to offer the services in California State since it has themost number of Electric Vehicle users. Also, rather than offering services to adifferent area it is best to focus on one area and look for improvements before shifting the focus to the next area. The potential opportunity for the service to flourish is the increase in demand of the Electric Vehicles. In addition to this, more Vehicle Manufacturers are entering in this Electric area. The market of Electric Vehicles is increasing,and it is estimated that 1 Million people will have Electric Vehicles by 2015. These statistics helps us to believe that there will be an increase in demand for Electric Charging stations since people are buying new Electric Vehicles as people are becoming more Environmental friendly. The main reason to come up with this service is to make it easier for the Vehicle users to reuse the same battery. There are many other charging stations that provide the same services.
  9. 9. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 8 Source: http://ecomento.com/201three/10/29/explosive-growth-electric-Vehicle-charging- stations-w-awesome-infographics/ 4.1 Market Segment We have segmented our market on thebasis of demographics. Our main focus will be on the Electric Vehicle users in California. We have segmented the market into three groups. We have createdthree different products that will be targeted to three different segments of the society. Our market segment is divided into 1) Household 2) Technical and Government offices 3) Public Household: We have designed our HouseLine product which will be targeted to all the residents of California. The California government has signed a treaty which will make it compulsory for all the residents to have charging station in their houses. Technical and Government offices: The technical organizations and governments offices can avail our services through a membership plans that can be available through the purchase of BusinessLine product. We have targeted the technical organizations since the statistics conducted suggests that the techies are the large number of people who have Electric Vehicles. We will be targeting them by providing our charging units in the parking lots of their businesses. They can avail the services by paying the membership fees. Public: Our service will be available to thegeneral public to recharge their Electric Vehicle batteries at different locations. We will have our charging units stationed at those locations where people visit often.
  10. 10. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 9 5.0 Marketing Strategy We are entering the market as a cheaper and better alternative to the existing products. So our marketing strategy will depend on how we place our products to the different segments in the market. Every product undergoes a product lifecycle phase as shown below: Source: http://www.chasminstitute.com/METHODOLOGY/TechnologyAdoptionLifeCycle/tabid/89/Def ault.aspx 5.0.1 Innovators: Initially we need to make the technology Enthusiastsi.e. Innovators interested about our products. So we plan to install our charging stations in the homes and offices for members of Electric Vehicle Entrepreneurs of Silicon Valley(EVESE) which is a non-profit organization of environmentalists who promote the use of Electric Vehicles (EV). Initially, we will provide them with free membership for 6 months. We will ask them for their feedback on our product which will help us improve our product and services. 5.0.2 Early Adopters: Our next strategy will be to target the Early adopters. In our example, we will be targeting all the technical and Government offices. Many statistics provides the information that technical and government people in California prefer Electric Vehicles over conventionalVehicles. We will be installing free charging units in Google, Facebook, Deloitte, Yahoo and many of the State agency offices in California. We are planning to install free charging units in the parking areas of the technical offices and Government offices. All the cost
  11. 11. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 10 of installation and maintenance will be free for them,but we will incur a membership fees from them. The membership fees will be offered at a discounted rate. 5.0.3 Early Majority:In order to enter the early majority phase we will target a beachhead who will have a direct contact with masses through word of mouth and will give our customers a compelling reason to buy our product. It will also help us grow our customer base by providing adjacencies to enter related segments and thereafter the mainstream market. 5.0.3.1 Beachhead: We will be signing a contract with California state. The California government is planning to make it mandatory for 2.5 million residencies in California to have Charging unit by 2025.In this contract,we hope to get at least a market share of 30% which is around 800,000 residencies. Once we sign this contract and start installing the stations we hope that will help us to get more contracts from the other states who want to make installing charging stations mandatory in homes. Since we have a tie up with the Government, people will know about our product and will feel safe about it. It will also help us in creating a brand image for our product. After capturing this niche market,we will enter the mainstream market by providing our services to private companies like FedEx, UPS and shuttle services which has alarge number of Electric Vehicles. They use these vehicles to deliver their services. We hope this will act as a Bowling Alley as this will increase our product to be expected in the mainstream market. This will also establish us in the market as the dominant market leader. Once people start getting connected with us through our services and products it will create a tornado effect which will cause a time of mass market adoption. 30.00% 70.00% Targeted Market Share by 2016 Our product Other
  12. 12. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 11 Since, we have entered a partnership with BMW we will also be targeting their customers through selling of our HouseLine charging stations at a discounted cost with each of their Electric Vehicles. 5.0.4 Late Majority:Once our product has achieved mass market adoption and the growth of our marketstabilizes we hope to attract the general public through main service using the PublicLine product which will be installed at all the major outlets in California. This will be a time when we will have customer intimacy towards our product and our services. We will direct all our resources in order to emphasize operational excellence and expand our customer base. 5.1 3P’s of Marketing 5.1.1 Price: Price of the product plays an important role when it comes to compete with your competitors. The estimated costs for using our services are much cheaper than the services provided by our competitors. In addition, the features provided are advanced as the charging time taken to recharge the battery is 20 times faster than our competitors. In our example, the price of the product varies according to the different segments of the market that will use our service. The price is different for different types of product viz. HouseLine, BusinessLine, and PublicLine. HouseLine: This requires just the initial cost of purchasing the product which is $1499. This includes free membership as well as free installation. The maintenance is provided free for 5 years from the time when the product is purchased. The membership fees include $37 per month or $330 if paid annually. BusinessLine: The technical company will have to purchase the product which will cost $3799. This includes free installation and maintenance for 1 year. The membership fees for all the office is $479 per month or $4499 if paid annually. The number of users who can avail this service is 20 per month for each Electric Station PublicLine: People can avail the services at $ 3.78 per recharge if they are not a member and can pay through their credit cards. They can also avail the membership benefits if they have bought our House Line product. The cost of charging at Public outlets if they have House Line product will be $1.78 per recharge. The price given by us is lowest in the market while the features included are the best. We will be earning a margin of 30% profit for every product sold for HouseLine while the profit margin would be 24% for the Busies Line. We will gain a 15% profit for every recharge done at PublicLine stations. Since we are majorly outsourcing all the production of the product, the profit earned is estimated to increase after 2 years of implementation of this service. This is being calculated while taking into consideration the production cost, assembly cost, distribution cost, employee’ssalaries, taxes, advertising and partnership costs.
  13. 13. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 12 5.1.2 Place: The products will be available for buying through our website. Most of the products can be purchased directly through the website. People who want to buy the HouseLine product for their residency can purchase it directly on the website. In addition to this,we will be open outlet storesfor San Francisco and Los Angeles regions. People can purchase the product from our outlet store directly. The BusinessLine product for all the Organizations and the offices will be available through our website. There will be a Contact Us Page where the interested group needs to fill the form,and we will get back to them with quotes. We will be collaborating with BMW so our product will also be displayed at many of the trade shows that BMW will be part of. In addition to that since the product will be available at all the BMW outlets, people can check them out as well as find brochures of the products if they want to buy. However, the trade shows of BMW and our website are the only places where our product will be available. 5.1.3Promotion: Electric Vehicle Tradeshows: Our main source of promotion of the product would be through the tradeshows. This is the best platform where the print and the digital media are present,and we can set up our booth and help the customers to know about our product. BMW’s website: BMW will be having a new page created for our product and there will be a link which will be redirected to our product’s store page if a customer wishes to buy the product Launch Events of BMW’s new Electric Vehicles: Any new Vehicle,which is being launched byBMW,will also showcase our product and the use of it. Automobile magazines: The information of the product will be available in automobile magazines. Dropouts from the magazines about our products information along with the product’s website link will be available Social Media: We will create a new Facebook page of our product; we will also launch a twitter handle of our company’s page and create #tags for the three different products.
  14. 14. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 13 5.2 Competition: In the EVSE(Electric Vehicle Supply equipment )space of the U.S market we have many companies as our direct competitors . All of them have different market shares with all of these companies having relative strengths and weaknesses. The current top 10 vendors in the EVSE space are: ChargePoint DBT Chargemaster Schnieder Electric General Electric ECOtality ClipperCreek Aerovironment Siemens Efacec The graph below shows the current market position on the different competitors based on the research done by the Proprietary Pike Pulse methodology. SOURCE: http://www.navigantresearch.com/research/pike-pulse-report-electric-vehicle- charging-equipment
  15. 15. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 14 5.2.1 Competitor analysis: We will analyze our major competitors or the Gorillas of the market against whom we are going to fight for a piece of thepie. The following table summarizes our competitoranalyses: Company ChagePoint Inc. DBT-USA ChargemasterPlc Our Product Brand Name -chargepoint+ DBT POLAR Free n Fast Image Not Available Price $2450 $1818 $2000 $1499 Membership rate Free $25 Pa $10pa $37 Pa Market share 65%+ 10%+(partnered with Charge point) 5%+ N/A Number of charging locations(world wide) 14000 + 10000+ 2000+ N/A Charging price / hour Variable(depend s on the owner) $.75/hour $1/hr $1.78/ charge
  16. 16. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 15 5.2.2 SWOT analysis Strength Weakness We have political support as Government is promoting theuse of EV’s. We have funding available if we run out of cash We provide more services to the customers than any of our competitors We can change directions quickly if our marketing plan doesn’t show results We have strongandcommitted leadership at top. Project is significantand very complex Project is likely to be costly Competition is fierce in the market A large Gorilla with a big brand name i.e. –chargepoint+ is present in the market Opportunities Threats Project will have positive environmental effects Project can establish a brand name of our business. We will providebetter and cheaper alternative for the market. Project will reduce fear of using EV’from customers mind. Increasing competition Time delays International issues causing delays Ever changing charging technology. 5.2.3 Competitive Trends The EVSE business is growing rapidly as the sales figure for plug-in vehicles has jumped by 24 percent to 10,060 vehicles as reported in October 2013 for California area. This is a 43 percent increase from the last year sales recorded in October 2012. The Gorilla in this market i.e. ChargePoint has the largest network of charging stations with a market share of over 65 percent and a network of over 14000 charging locations. In this ever growing industry, research has pointed out that there is currently a driver connecting to a charging station every 15 seconds on an average. The research also states that thisbusiness will grow at a rate of 40% every year for the next 25 years and has a lot of potential to tap into make profits.
  17. 17. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 16 5.3 Marketing Expense Budget Our objective is to invest 10% of our annual forecast sales revenue in the marketing expenses. We hope this will give dividends’ in theform of better products and services infuture. The table below shows our contemplated expenses in thefuture. Market Expense Budget 2014 2015 2016 Website maintenance $18,000 $22,000 $30,000 Magazine $4,000 $6,500 $8,000 Tradeshows $50,000 $50,000 $50,000 Others Expenses $20,000 $30,000 $40,000 Total Expenses $92,000 $108,500 $128,000 6.0 Partnerships In order to make it a seamless driving experience for the drivers/ users of the Electric Vehicles,we will be partnering with BMW. This will be a revolutionary partnership since BMW is launching i3 which will be released next year. The benefit of entering in a partnership with BMW is that BMW has a brand name. They have been in the business from decades,and people consider them trustworthy. Since we are new in this business,and we do not have any Brand or any customers, people don’t know us and would resist from using our services. Further to add to the partnership deal we will be having our Charging Station at each of BMW’s showrooms, outlets which can also be used by public to charge other vehicles other than BMW. The benefit of this is when people come to enquire for new Electric Vehicles which they might or might not purchase from BMW but when they have their own Electric Vehicles not necessarily BMW’s they can use our service since we will not be an anonymous entity to them. In addition to this BMW will give free 3 year membership for free of our service which can only be used for BMW’s i3Vehicles. The prominent feature that will be added in BMW’s i3Vehicle is that the Vehiclewill have a built in device that will help the drivers of the Vehicle to know about the five nearest available Charging Stations.
  18. 18. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 17 How BMW will benefit from this? We will be promoting BMW’s i3Vehicles in two different ways. One is through banners,and the second one is through SMS alerts. At our Electric Charging Stations banners of new BMW’s i3Vehicle will be on display. This will help as a means of advertisement for BMW. When people come at our charging stations,they will be notice the coming release of BMW’s Electric Vehicle. The other way of promoting BMW is through SMS alerts that will provide information on charging once it is finished with a small advert about the new upcoming BMW Electric Vehicle. The SMS alerts will contain BMW i3’s Vehicle website link. 7.0 Objectives 7.1 Target market objectives We want to capture a market share of more than 30% in EVSE space by 2016 We want to be a major player in household sector At least 20% market share in technical and government organizations in California In next 5 years, expand our services in the neighboring states 7.2 Business objectives We plan to achieve $20 million revenue in 3 years We plan to invest $2 million in R&D to keep doing incremental innovations We plan to be one of the top 3 in this business sector Increase profits by 5% per quarter. 0 2000 4000 6000 8000 10000 12000 14000 16000 Q1 2014 Q3 2014 Q1 2015 Q3 2015 Q1 2016 Targeted number of PublicLine charging stations in California Targeted number of PublicLine charging stations in California
  19. 19. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 18 7.3 Sales objectives We plan to sell 3000+ units by Q3 2014 to technical and government organizations in California We plan install 10000+ PublicLine charging stations in California in the next 24 months We plan to install our HouseLine product in more than 50,000 residencies across California in next 24 months. 7.4 Other objectives Develop partnerships with Nissan and Ford to increase our customer base We plan to get more contracts from other state Governments in the United States 0 10000 20000 30000 40000 50000 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Targeted number of HouseLine charging stations in California Targeted number of HouseLine charging stations in California 0 2000 4000 6000 8000 10000 Q3 2014 Q1 2015 Q3 2015 Q1 2016 Targeted number of installation in Technical organisations. Targeted number of installation in Technical organisations.
  20. 20. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 19 8.0 Outsourcing: Outsourcing is beneficial when it comes to increase profits. It helps the company to reduce the operating/ labor costs, and dependence on the resources. Outsourcing improved in scaling the production, increases the profits and also ensures 24x7 working if outsourcing is made to countries in Asia which are in different time zones. We will be contracting with 2 of the Asian Giant companies in China and India. All the production of the Electric Charging Station will be manufactured from China. We have partnered with these outsourcing firms to roll out more Electric Charging Stations in less amount of time. This will also keep the production costs down. We will integrate all the manufactured parts and assemble them at our assembly unit in CA. Outsourcing will be the most helpful when it comes to inventory. The other costs like state and Federal tax in USA for manufacturing a single Electric Charging station is 1.5 times more than it will take to manufacture in China. We will also be contracting with thecompany in India in order to help our customers with 24x7 customersupport with quick response. The outsourcing will help us in two prominent ways. The company in China will help us in scaling the production at a lower cost. It will help us to manufacture new sets of Charging station at a faster rate so that we are ready with the operations of the stations before BMW’s i3Vehicle is released which will have an additional benefit for our revenues. Another benefit of this outsourcing is that when we consider expanding our business in Asia then our partners can help us since the distribution cost will also be marginal as we will be getting our Charging stations from China.
  21. 21. Free n Fast Electric Charging Station EMSE 6035 Marketing of Technology 20 References http://www.plugincars.com/need-electric-car-charging-station-here-are-companies-are-building-them- 49735.htmlRetrieved on 11 October 2013 http://www.goelectricdrive.com/index.php/home-chargingRetrieved on 16 October 2013 http://en.wikipedia.org/wiki/Coulomb_TechnologiesRetrieved on 20 October 2013 http://www.examiner.com/article/coulomb-technologies-now-chargepoint-to-become-hardware- leaderRetrieved on 27 October 2013 http://www.plugincars.com/ultimate-guide-electric-car-charging-networks-126530.htmlRetrieved on 1 November 2013 http://www.plugincars.com/how-much-will-it-cost-charge-your-electric-car-public-106551.htmlRetrieved on 8 November 2013 http://www.teslamotors.com/forum/forums/just-want-verify-how-chargepoint-free-chargers-work-and- cardsmembership-requiredRetrieved on 8 November 2013 http://www.slate.com/blogs/future_tense/2013/07/16/chargepoint_ct4000_ev_charger_the_gas_station_of_t he_21st_century.htmlRetrieved on 11 November 2013 http://www.mercurynews.com/ci_22574565/electric-vehicles-home-charging-stations-juice-evRetrieved on 11 November 2013 http://gm-volt.com/forum/showthread.php?19806-ChargePoint-Rates-RidiculousRetrieved on 11 November 2013 http://www.cleanenergyresourceteams.org/blog/need-electric-car-charging-station-work-heres-one- freeRetrieved on 11 November 2013

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