Winning Presentation of Deloitte Consulting's Business Technology Case Competition

1. Team: Corporate Crew
Linh Ngo | Henry Nguyen
Lynnette Nguyen| Evie Nguyen | Kyllian Vong
Positioning SelfZoom Auto
for long-term success

2. Executive Summary
Executive Analysis Recommendations Impact Summary
2
SelfZoom Auto
GO TO MARKET
Ride hailing
(40%)
Emergency
(10%)
Delivery
(30%)
Trucking
(20%)
 Autonomous
vehicle start up
 SAAS
 Best-in-class
software
 2 years, 25
employees
 Compatible with
available hardware
PARTNERSHIP
180 Days
OUTCOME
Sufficient
workforce
Maintain
repayments
Gaining
market
share
Minimize
risksHardware
Manufacturers

3. Executive Analysis Recommendations Impact Summary
3
Ride Hailing and Rescue & Emergency Services are difficult sectors to perpetuate
in the short-term
Percentage of consumers who agree that AVs will not be safe
While AVs eliminate accidents which are caused
90% by human error, consumers do not trust them
Source: 2019 Deloitte Global Automotive Consumer Study, Current Affairs,
2017 2019
Frequency of ride-hailing usage in the US
Regular ride-hailing usage has
seen a decrease in the past 2 years
The Ride Hailing sector is not a fit
for SelfZoom Auto with current timeline
Mistakes have detrimental and
irreversible consequences, especially
for a new and small company
High overhead cost
($500,000-$1M/ambulance)
Sector only captures 10% of
the industry
Too many barriers to entry and lower rewards for the
Rescue & Emergency Services sector

4. Executive Analysis Recommendations Impact Summary
4
Professional Driving and Trucking sector witness not only massive growth in
size and revenue, but also rising cost of operation, which AVs can help minimize
256
676 700
20172012 2016
22.3%
U.S trucking industry revenue (USD Bn.)
0,65
0,50
0,35
0,40
0,45
0,55
0,60
0,70
-10%
5%
5%
Average Cost per Miles breakdown
(USD/miles)
CAGR
2013 2014 2015 2016 2017
Operation cost
Driver cost
Vehicle cost
1
(3%)
1
(2%)
10
(42%)
1
(4%)
8
(31%)
1
(4%)
2
(6%)
2
(8%)
Driving
Loading
Break
Parking
Traffic
Personal
Rest
Fatigue
Hour-of-Service in a real
truck driver’s typical day
1
(2%)
3
(10%)
11
(46%)
10
(42%)
Driving
On Duty
Break
Rest
versusHour-of-Service as required by law
2 - 3
hours/day
100 - 150
miles/day
$60,800
fleet/year
Profit lost due
to human
factors
Driving time lost
due to human
factors
Mileage lost due
to human
factors
Source: ATRI, An analysis of the operational cost of trucking 2017 update
↓$12,161,700
Average profit lost of a
company with 200 trucks
per fleet

5. Executive Analysis Recommendations Impact Summary
5
The rise of e-commerce allows great room for local delivery services to grow,
with last-mile delivery accounting for the highest costs
4% 4% 4%
5% 5%
6% 6%
7%
8%
9%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
E-commercepenetration
U.S. e-commerce penetration, 2008-2017
-3.10% -3.10% -2.80%
-5.30%
-4.40%
-7.00%
-5.00%
-3.00%
-1.00%
1.00%
3.00%
5.00%
AveragemonthlyYoYchange(%)
Average monthly YoY change in North America mall traffic, 2013-
2017
2013 2014 2015 2016 2017
53%
37%
6%
4%
Share of Delivery Costs, by part of Journey
Last-mile delivery
Line haul
Sorting
Collection
110 131
128 131
481
379
246
256
394
354
2009 2017
U.S annual trips per person by mission, 2009-2017
Social
Work
Shopping/errands
Transport someone
School/Religion

6. SelfZoom must infiltrate the low risk, high reward industries of local delivery and
trucking to gain consumers' trust with safety, low cost, and high convenience
Executive Analysis Recommendations Impact Summary
6
Evaluation of AV industry sectors Positioning & Differentiation
Market
Size
Market
Readiness
Risk
Level
Ride Hailing
EMS
Trucking
Local Delivery
$36B
$11B
$700B
$71B
Source: Marketwatch.com, Statistica, Deloitte Global Automotive Consumer Study
Safety
Establish SelfZoom Auto as a top-of-the-
class AV software
Target
Customer
Overview
Companies in need of shipment and delivery who are
looking for ways to lower their operational costs
• Do not have as much of a perception that AVs are
unsafe
• e.g. grocery store chains, local e-commerce companies
• Set a reputation and record of 500M
miles travelled safely in testing
• Allow AV test drives at local car
dealership
Low Cost
Not only do SelfZoom has the best software,
we also offer the lowest costs
• Establish partnerships with low cost
hardware manufacturers
• Mass produce and sell our software
with LIDAR sensors
Convenience
SelfZoom always delivers,
anywhere, any time
Partnerships with chain stores
(IKEA, Walmart) and local e-
commerce companies
Potential but
stalled; high risk
of PR crisis
Small market,
already
monopolized,
very high risk
Large and profit-
able sector, current
clients have
problems which we
can solve!
High growth
potential, bring
consumers closer
to AV
Marketing Implementation
Autonomous vehicles offer tremendous value for society, but consumers
may be slow to adopt these advanced technologies at scale until there is
clear and undisputed improvement in safety, cost, convenience, and
superior customer experience from a trusted brand
- Joe Vitale
Deloitte Global automotive sector leader
" "

7. Platooning Model with Level 4 of Autonomous and Potential Benefits
Executive Analysis Recommendations Impact Summary
7
 Lead truck is equipped with sleep
berth and is operated by 2 drivers
who will take driving shifts
 Following trucks are self-driving
vehicles, equipped with sensors
 Following trucks will accelerate,
brake, reverse and turn following
lead trucks
 Control board in lead truck shows
real-time update of following
trucks and signal any abnormality
Lead truck brakes
Detect deceleration
Calculate deceleration
for each trucks
Following trucks brake

8. Platooning Model with Level 4 of Autonomous and Potential Benefits
Executive Analysis Recommendations Impact Summary
8
4,750
miles/day
1,750
miles/day
$998.6
wages + benefits/day
$502
wages + benefits/day
$1.71
fuel cost/mile
$1.84
fuel cost/mile
B
E
N
E
F
I
T
C
O
S
T
$150,000
$180,000
price per truck
price per truck
$10,000
software service/month
19
Driving hours
171%
- 49.8%
- 7.1%
7.5Driving hours
New cost
20%

9. 9
Disrupting Local Delivery Services with Level 5 Autonomy
Executive Analysis Recommendations Impact Summary
Internal combustion engine Autonomous vehicles
Last-mile delivery cost per parcel in an average city
Labor
Vehicle and
equipment
Fuel/energy
100
60
53%
37%
6%
4%
Share of Delivery Costs, by part of Journey
Last-mile delivery
Line haul
Sorting
Collection
• Save delivery time
• Cut down on costs by at least 40%
• Meet increasing and sophisticated
consumer demands
• Always connected to the Internet to receive orders
instantaneously
• City mapping while vehicle is running for road
optimization
• Sensors detect weather scenarios (eg. Snow, fog, rain)
• to avoid de-routing

10. 10
Autonomous Delivery Vehicles Focusing on Urgent Deliveries
Executive Analysis Recommendations Impact Summary
Next day delivery Same day delivery Same hour delivery
• Larger vehicle to carry many packages
• High route density
• Smaller van to carry fewer packages
• Routes have unpredictable volume
• Bots with 1-2 packages
• Scattering single demand served by
out-and back trips
Local lockers
(7 Eleven, postal office)
Apartment
buildings

11. 11
Partnership and Competition
Executive Analysis Recommendations Impact Summary
 Available immediately
 Reasonable cost
 Safety issue can be resolved
using new technology
 Enhance our Safety branding
 Will look into partnership once
they become available during
scaling up period
KGDrive Bowerton’s Trucks
Hedging hardware risk by having dual-partnership with manufacturers
Competitor Local
Deliveries
Driving and
Trucking
Ride
Hailing
EMS Known for
Safety
High Customer
Rating
Reasonable
Price
Hillinex X X X N/A
RobotoDrive X X X N/A
InterlliAuto X X N/A
SelfZoom Auto X X X N/A X
 Local deliveries
 Driving and Trucking
 Known for Safety
 Reasonable Price
Market positioning shows greater competitive advantages over competitors
Competitive Advantages

12. Collecting data and perfecting the product
| 12
Jun Jul Aug Sep Oct Nov
Continuously improving the product and provide on time service
Continuously improving the product and provide on time
service
Prepare for large scale customer support
Prepare for large scale customer support
Focus on cost efficiency
Focus on cost efficiency
Push products to West Coast clients
20 trucks | 500,000 miles
City mapping and gathering
data from trucks testing
Push products to clients nation wide
Focus on safety
Collecting data and perfecting the
product
Focus on safety
10 vans & 20 bots | 360,000
miles in Concord, CA
Push products to clients nation wide
Push products to Eest Coast clients
Marketing
Marketing
Pilot
Scale up
Big bang
R&D
Quality
control
Activity
Scale up
Big bang
Quality
control
Pilot
Day
30
Day
60
Trucking
industry
Local
Delivery
Industry
Day 90
Go | No-go
Day 120
Go | No-go
Day
150
Day
180
Rollout Plan Timeline:
Lean testing with Pilot and then Grand Expansion with Big Bang
Executive Analysis Recommendations Impact Summary

13. Executive Analysis Recommendations Impact Summary
Piloting locations for autonomous trucks and local deliveries can be Florida and
California respectively
Sacramento, CA
Preparing Concord, CA
Piloting Avs
for Freight
San Ramon, CA
Piloting Avs
for Transit
San Fransisco, CA
Piloting Avs
for Transit
Palo Alto, CA
Preparing
San Jose, CA
Piloting Avs
for Transit, Paratransit
Santa Monica, CA
Preparing
Los Angeles, CA
Preparing
San Diego, CA
Preparing
0,8
2015
0,6
2016
0,4
0,0
2017
0,2
1,0
Operation cost Driver costVehicle cost
2015 2016
0,8
2017
0,0
0,2
0,6
0,4
1,0
CAGR CAGR
Cost of Operation - West
(USD/miles)
Cost of Operation - Northeast
(USD/miles)
-2.5%
5.4%
4.7%
-13.8%
-10.5%
-5.8%
20172015
0,2
0,0
2016
0,4
0,6
0,8
1,0
CAGR
Cost of Operation - Southeast
(USD/miles)
-0.8%
-1.4%
-6.4%
Florida:
 Allowed operation of autonomous
vehicles on public roads
 Eliminates requirements related to the
testing of autonomous vehicles and the
presence of a driver in the vehicle.

14. Phased hiring approach
Rushed hiring results in lower quality
employees
$5M to hire 100 engineers in 180 days
– your entire credit line
SelfZoom should hire less employees than the intended 100 to maintain high-
quality hiring and minimize operation costs
Executive Analysis Recommendations Impact Summary
14
*Assuming that 50% of the hires are referrals and 50% are hired through the skills test approach
990 hours
to hire 12 engineers
344 days
to hire 100 engineers
NOT RECOMMENDED
Hire 40 employees
over 180 days instead
First month:
5 workers/month hired by skills tests
and traditional practices
Next 90 days: 10 workers/month hired by tests + referrals

15. Organizational Structure
Executive Analysis Recommendations Impact Summary
15
• Creation of Finance,
Marketing, and HR
departments to keep up
with growth tempo
• Appointment of VP's for
each department for a
strong chain of
command
• Decided against
complete overhaul
during growth process,
could harm the fabric of
the company
• Implemented a hybrid
structure instead

16. Financial plan to emerge as the top player while maintaining obligations to
investors
16
Executive Analysis Recommendations Impact Summary
39,1%
19,0%
North America23,6%
Asia
Europe
5,1%
SelfZoom
Capture 5% of the North America market by 2027
Autonomous driving global market is expected to
reach $65B by 2027.
North America is estimated to be $24.4B in 2027,
capturing 39% of the global market.
20252020 2021 20262022 2023 2024 2027
11.400.000 14.185.000 24.256.800 45.305.525
93.308.634
213.831.927
549.812.021
1.598.062.228
+102,6%
Revenue
A servicing fee is charged for each new vehicle rolling out to the market, and an
annual maintenance fee for any vehicle using SelfZoom software.
700
202720212020 2022 2023
6.589
20262024 2025
14.751
1.080 1.801 3.280
37.120
105.820
+75,2%
+152,3%
Number of Vehicle
Deliver 5% credit line repayment and $1.5M net earning in year 1.
Improve gross margin to reach 86% by 2027.
Source: Reuters, 2019

17. Risk and Mitigation Factors
17
Executive Analysis Recommendations Impact Summary
Risks Probability of Risk Impact on Brand Mitigating Factors
The software is not safe enough to
launch to the market
Strictly monitor the operation to
detect errors and abnormality
The market is not ready to adopt
the technology
Effective marketing campaign and
focus on safety will open people up
over time
The software may fail/run into
serious errors during pilot phase
Hiring top-quality engineers to
prevent
Environmentalists claim we
disregard CO2 emissions caused by
increased mileage on road
Bring technology to more eco-friendly
options to reduce environmental
impact
Some states might be against
autonomous driving
Will prove safety of AV in legal states
and convince to make AV legal in the
other states over time

18. Driving AV to Safety – a strategy to establish SelfZoom as a top-of-the-class AV
software by leading the fleet into the freight trucking and local delivery markets
18
Executive Analysis Recommendations Impact Summary
1
We have identified the current trends of the AV industry,
which SelfZoom must realize and take advantage of to enter
and dominate the market
Even though ride-hailing is a lucrative industry with many
competition jumping in, it is not yet ripe for the taking. Consumers
do not trust AVs as a safe mode of transportation
Meanwhile, companies in the professional trucking and local
delivery are continuously looking for solution to reduce their labor
cost and lay time, while increasing the level of safety
2
To bring AVs and SelfZoom Auto closer to consumer’s
perception as being safe, the company must set the stage by
infiltrating first the trucking and local delivery industries
3
…which will establish SelfZoom as an AV software who never
fails to deliver safety, low cost, and convenience
4 Securing exponential growth and reaping $1.5B by 2027
The professional driving and trucking sector is expanding
rapidly but with high operational costs that AVs can help
decrease as well as improve efficiency and safety
The rise of e-commerce creates an opportunity for AVs to
disrupt the local deliveries that provides convenience for
customers and lower cost for business.
By expanding SelfZoom technology to more than 100,000
vehicles and improving gross profit margin by 2027, SelfZoom
is on track to capture 5% of the North America market.
Our implementation plan includes a pilot phase and
continuous effort to improve based on feedback gathered
before rolling out Big Bang nationally.

19. Team: Corporate Crew
Linh Ngo | Henry Nguyen
Lynnette Nguyen| Evie Nguyen | Kyllian Vong
Thank you

20. Citation
| 20
J.B. Hunt. Http://Blog.jbhunt.com, 2015, blog.jbhunt.com/wp-content/themes/files/pdf/660_Minutes.pdf.
Alan Hooper, and Dan Murray. An Analysis of the Operational Costs of Trucking: 2017 Update. American Transportation Research Institute,
2017, atri-online.org/wp-content/uploads/2017/10/ATRI-Operational-Costs-of-Trucking-2017-10-2017.pdf.
Author, The. “Reports, Trends & Statistics.” American Trucking Associations, 2018,
www.trucking.org/News_and_Information_Reports_Industry_Data.aspx.
CRITICAL ISSUES IN THE TRUCKING INDUSTRY – 2018. The American Transportation Research Institute, Oct. 2018, atri-online.org/wp-
content/uploads/2018/10/ATRI-Top-Industry-Issues-2018.pdf.
Heavy Truck Cooperative Adaptive Cruise Control: Evaluation, Testing, and Stakeholder Engagement for Near Term Deployment: Auburn
University American Transportation Research Institute Meritor WABCO Peloton Technology Peterbilt Trucks , Apr. 2017, atri-
online.org/wp-content/uploads/2017/04/FHWA_AuburnDATP_Phase2FinalReport.pdf.
Hooper, Alan. Cost of Congestion to the Trucking Industry: 2018 Update. American Transportation Research Institute, Oct. 2018, atri-
online.org/wp-content/uploads/2018/10/ATRI-Cost-of-Congestion-to-the-Trucking-Industry-2018-Update-10-2018.pdf.
J.B. Hunt. Http://Blog.jbhunt.com, 2015, blog.jbhunt.com/wp-content/themes/files/pdf/660_Minutes.pdf.
Short, Jeffrey, and Dan Murray. “Identifying Autonomous Vehicle Technology Impacts on the Trucking Industry.” Www.atri-Online.org,
ATRI, Nov. 2016, Identifying Autonomous Vehicle Technology Impacts on the Trucking Industry.
UAV for Search & Rescue - Group 6 - Use Cases, www.c2learn.com/software_engineering/UAV_Project/use-cases.html.
Vicelli, Steve. Http://Driverlessreport.org, Sept. 2018, driverlessreport.org/files/driverless.pdf.

21. Appendix – Forecasted Income Statement
| 21

22. Appendix - Organizational Structure
22