DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC AFTERNOON SESSIONS / /WORKSHOP more info at: http://bit.ly/1NtQ77C

1. Workshop Handouts

2. WORKSHOP OVERVIEW
Focus Area: Electric Vehicles

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Electric Vehicles Overview
WORKSHOP OVERVIEW FOCUS AREA
Electric Vehicles are not new.

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Electric Vehicles Overview
WORKSHOP OVERVIEW FOCUS AREA
Today’s EVs benefit from better technologies and are poised to
disrupt the established car market.

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Electric Vehicles Adoption
WORKSHOP OVERVIEW FOCUS AREA
Why then, has adoption
been so slow?
Obama: “1 million EV’s by 2015.”
Yet through December 2014 in
the US, less than 300,000
electric cars were sold.
Worldwide, less than 750,000.
Despite an array of
government incentives,
overall sales of electric
cars are low and adoption
is slow in all but a few
progressive areas.
Fail Slow Adoption
Tinkering Breakthrough
Win
High
High
Low
Behavioral Change
Required
(Value Capture)
Product Change
(Value Creation)
ELECTRIC
VEHICLES
Low

6. Expansion Through Ecosystems :#EcoExpands @frogdesign 6 3 OCTOBER 2015
Electric Vehicles Customer Journey
WORKSHOP OVERVIEW FOCUS AREA
Discover & Research
A person
Purchase Use Sell
Decides
to buy
Test
drives Buys
Sells or
trades-in
Unclear Bill
ing
Systems
PerformanceTrade
offs Wait Times at Public
ChargingStations
SafetyConcern
s
SchedulingtoMaxim
ize HOV
Unresolved Hom
e
ChargingSolutions
RouteOptimiza
tion
Locations of Pu
blicChargingStatio
ns
C
ertified EV Mechanics
U
nknown Maintenance Schedu
le
Em
ergency Roadside Assistance
Hyper-specialized Parts and Supplies
Drives Charges
Maintains
Battery Manufacturer
Car Manufacturer
Dealer
Government
Tech Major
Battery Manufacturer
Car Manufacturer
Dealer
Maintenance/Repair Shop
Retailer
EMO
Government
Oil & Gas Company
Retailer
Tech Major
Utility

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27 June 2013WEF Ecosystem and Expansion Workshop
EXERCISE ONE ECOSYSTEM MAPPING
Customer Needs
Robust, space-efficient home
charging unit
Easy, fast charging
Backup options if there is a
power failure or if there isn’t
enough time to charge in an
emergency
Affordable choices
Aware of and efficiently
exercise all tax breaks and
benefits
Single payment system
Easy visibility into utility
payments
Holistic view of utility usage
over time
Find and learn optimal routes
both in routine and
unscheduled trips
Know wait times on public
charging stations
Know location of charging
stations
Know retailers with charging
stations
Potential in-car solution for
charging when stations are not
available
Understand performance
tradeoffs
EV connected to phone, GPS,
laptop, billing accounts, etc
Easy to remember charging at
home and on the go
Access-everywhere status
updates on car
Feel pride in decision
Supply to support individual
demand
Confidence in choice of car
and peripherals
Feel good about driving and
while driving
Feel secure about risks
involved including safety,
changes in insurance, and
resale potential
AT HOME FINANCIALON THE GO CONNECTED CAR EMOTIONAL
Electric Vehicles Customer Needs
WORKSHOP OVERVIEW FOCUS AREA
Easy, fast charging
Robust, space-efficient
home charging unit
Backup options if there
is a power failure or if
there isn’t enough time
to charge in an
emergency
Route optimization in
order to ensure
adequate charge
Know location and wait
times on public
charging stations
Know retailers with
charging stations
Potential in-car solution
for charging when
stations are not
available
Understand
performance tradeoffs
EV connected to phone,
GPS, laptop, billing
accounts, etc
Easy to remember
charging at home and
on the go
Access-everywhere
status updates on car
Affordable choices
Aware of and efficiently
exercise all tax breaks
and benefits
Single payment system
Easy visibility into utility
payments
Holistic view of utility
usage over time
Feel pride in decision
Supply to support
individual demand
Confidence in choice of
car and peripherals
Feel good about driving
and while driving
Feel secure about risks
involved including
safety, changes in
insurance, and resale
potential

8. Expansion Through Ecosystems :#EcoExpands @frogdesign 8 3 OCTOBER 2015
Electric Vehicles Ecosystem Entities
WORKSHOP OVERVIEW FOCUS AREA
Battery Manufacturer
Ex. A123Systems, Panasonic, LG Chem
Government
Ex. Federal Government, State of California, City of
San Francisco
Dealer
Ex. franchised and independently owned dealerships
Maintenance/Repair
Ex. Midas
Consumer
Ex. John Doe, a Tesla Roadster owner
Car Manufacturer
Ex. GM, Ford, Toyota, Tesla
Electric Mobility
Operator
Ex. ECOtality, Coulomb
Oil & Gas Company
Ex. Shell, BP, Exxon
Retailer
Ex. Walmart, Target, Best Buy
Tech Major
Ex. Google, Microsoft, Apple
Utility
Ex. PG&E, Consolidated Edison

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Exercises
WORKSHOP OVERVIEW
1 2 3
EXERCISE ONE
ECOSYSTEM
MAPPING
EXERCISE TWO
MARKET
INNOVATION
FINAL
VOTING AND
SHARE-OUT
Define ecosystem by
performing a value
mapping exercise that
links key entities together
and maps data flows
between the entities.
Groups partner to jointly
create new innovations to
be introduced into the
ecosystem. Document the
structure and outcome of
the ecosystem: what new
capabilities were created
and what are the critical
success factors for
execution.
After a quick review of
concepts, each participant
will get five dots for voting.
Votes can be distributed
however the participant
would like. The top three
concepts will be shared-
out.

10. SXSW Ecosystem and Expansion Workshop 10 March 2014 10
Ground Rules
WORKSHOP OVERVIEW
Be present. Everyone participates in the workshop (not your devices).
Be open to all ideas. Reserve criticism until appropriate.
Stay focused on the objective of each exercise.
Mind the clock. Better is the enemy of good enough.
Create an open, dynamic, and collaborative ecosystem.

11. Company Overviews

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COMPANY OVERVIEW
This entity is a connector and facilitator,
accelerating growth, shortening time
to market and mitigating risk for new
businesses. It boosts startups by
bringing them together with corporations,
entrepreneurs, contractors & advisors
for support, funding, product and
business development. Simultaneously,
it provides access to fresh talent,
technology and business models to
established companies and investors.
Value Proposition
This entity promotes the development of new businesses
through advice, resources and connections.
Customer Base
• Startups
• Entrepreneurs
• Investors (VC & Angel)
• EMOs
• Car Manufacturers
• Other OEMs
Capabilities
Existing Partnerships
1. Investors (VC & Angel)
2. EMOs
3. Car Manufacturers
4. Other OEMs
5. Dealer networks
6. Legal & Regulatory Advisors
Cash
$50K to $1M
Team Building Fundraising
Sourcing
Suppliers and
Components
Supporting
Technology
Develoment
Initiating
Corporate
Partnerships
Incubator/Acellerator
EV Futurestar Parnters

21. EXERCISE ONE
Ecosystem Mapping

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1. Review customer journey and
unmet needs.
2.Review your company overview and
other ecosystem entities provided.
3.Start by placing your entity–
marked in black–on the poster first.
4.Add direct participants, connecting
product flows and labeling them.
5.Add indirect participants,
connecting product flows.
6.Draw money flows.
7. Draw data flows.
EXERCISE ONE ECOSYSTEM MAPPING
Ecosystem Mapping Instructions
Product/
Service
Money information
Draw the current state ecosystem from your entity’s perspective, considering
the value you are providing into the ecosystem and what you are getting back.

23. Example Ecosystems

28. EXERCISE TWO
Market Innovation Through
Partner Collaboration

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Partner Collaboration
EXERCISE TWO
Collaborate with a partner to develop
innovative solutions that improve the overall
value of your ecosystem.
Come up with two product or service concepts that address a different
performance dimension.

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Context
EXERCISE TWO
In this section we will form partnerships to innovate new
products & services, ultimately growing the overall
ecosystem opportunity.
We’ll start from a discussion of performance dimensions
that are key to the success of the EV market:
1. Purchase
2. Charge
3. Maintain

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EXERCISE TWO
Performance Dimensions
Cost of Vehicle Battery Life/Range
Charging
Standardization
Charging Accessibility Charging Time Route Optimization
Cost of Maintenance Battery Replacement EV Mechanics
PURCHASE
CHARGE
MAINTAIN

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12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain
Partner Collaboration
EXERCISE TWO, PART ONE PARTNER COLLABORATION

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12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain
Partner Collaboration
EXERCISE TWO, PART ONE PARTNER COLLABORATION

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12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain
Partner Collaboration
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Whole Uridian (car)
R&D IP for mobile
charging unit
United Tack (utility)
Can identify best
source of cheap
electricity based
on data and
availability

35. Expansion Through Ecosystems :#EcoExpands @frogdesign 35 3 OCTOBER 2015
12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain
Partner Collaboration
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Whole Uridian (car)
R&D IP for mobile
charging unit
Portable Charging,
your customer gets
the best $$$
Combining the mobile charging
unit with authentication and best
prices available depending on the
time of day and location
United Tack (utility)
Can identify best
source of cheap
electricity based
on data and
availability

36. Expansion Through Ecosystems :#EcoExpands @frogdesign 36 3 OCTOBER 2015
12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain
Partner Collaboration x 2
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Whole Uridian (car)
R&D IP for mobile
charging unit
Portable Charging,
your customer gets
the best $$$
Combining the mobile charging
unit with authentication and best
prices available depending on the
time of day and location
United Tack (utility)
Can identify best
source of cheap
electricity based
on data and
availability

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Concept Sharing
EXERCISE TWO
Display concepts next to your ecosystem so
others can see what value has been created.
12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline
Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain
12 July 2013Expansion through Ecosystems
EXERCISE TWO, PART ONE PARTNER COLLABORATION
Innovation Generation Worksheet
Tagline
Description
Visualization
Give a brief text overview of your innovation.
Performance Dimensions
Performance dimensions this innovation addresses.
Circle One.
Entity Name
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
List capabilities and exchange of product, money, data, etc., used to
create the innovation.
Entity Name
Purchase Charge Maintain