1. 1
PMINJ PROJECT OF THE YEAR
“Changing the relationship
between everyone and the car,
everywhere”
2. 2
Project Summary
New line of business for Hertz
Based out of Park Ridge, NJ
Team of more than 25 global employees
Revolutionize the car sharing market
Utilize the latest in interactive telematics
Members use cars on a pay-as-you-go basis
Convenient and socially-conscious alternative
to car ownership
3. 3
Integration Management
First rental car company to
launch global car sharing
Executive Challenge: Create
new revenue opportunities and
establish a new customer base
Object: Build program that
revolutionizes industry
40 departments combined forces
during implementation phase
Management team conducted
weekly meetings to discuss
highlights, challenges and ideas
5. 5
Planning Process Group
Research
Steering Committee creation
Held 3 day educational/brainstorming meeting to define project.
Objectives included:
o Pricing: Align and agree on car sharing pricing structure
o Marketing: Member acquisition and retention; develop an acquisition plan
o Legal/Policy & Procedures: Define terms & conditions and trade marking
o Public Relations: Developed global PR plan
o Sales: Develop initial sales strategy; create training program for existing sales force
o Fleet: Strategy formation, leveraging existing purchasing power and infrastructure
o Insurance: Create insurance package
o Operations: Develop parking acquisition strategy
o Customer Support: Develop a plan for leveraging Hertz’s existing Member Care Center
o Marketing: Name, logo, branding, advertising, website, and member experience
o Human Relations: Create compensation and bonus plan, job descriptions
Conducted follow-up meetings to finalize project management plan
6. 6
Scope Management
Vision: First choice for total mobility solutions
Car sharing a new and growing solution
Focus: Car sharing global leader
Project lead helped define and develop
deliverables and success measurements
Assigned responsibilities and deliverables
Attainable through utilization of available
resources
Leveraged Hertz resources: purchasing power,
customer service center and a trusted and
established global brand
7. 7
High Level Work Breakdown
Structure
Global Coordinator
Sponsors
Project Manager - US
Project Manager - EU
Financial
Act. & Tax
Insurance
Financial
Planning
Executive Steering Team
MCC
Training HR
Sales
Implement.
Team
Internal
AuditIT – Eileo
IT – Financial
Billing
PR
Marketing
Legal
In Car
Technology
IT -
Website
Policies &
Procedures
Pricing Fleet
Operations
Cross Functional
Domain Leads Panel
8. 8
Quality Management
FMEA (Failure Mode and Effects Analysis)
Beta launch to test technology and identify
potential issues
All usage scenarios tested (i.e. booking
and canceling a reservation; missing card)
Customer beta launch tested enrollment,
reservations and usage.
Questionnaire sent to all beta testers
Feedback used to refine processes
9. 9
Risk Management
Risk management/FMEA plan developed
Risk register and probability and impact matrix defined,
assessed, and prioritized risks
Risk statuses and response plans monitored
Plan reviewed, scoring severity,
occurrence, and detection of failure points
HOW FMEA HELPED THE LAUNCH
Hundreds of potential failure points analyzed, i.e.:
Stability of Eileo
Vehicle Breakdown while in use
How to start a Prius/Hybrid
At launch, more than 400 failure points addressed
10. 10
Time Management
Ambitious launch date
Project plan prepared and monitored
Resources assessed, identified
and assigned
Launch time-line created
Weekly global team and IT calls conducted
Held daily calls with Connect’s core team
Management’s weekly global roundtable
provided forum for time line updates
Greatest challenge: www.connectbyhertz.com
11. 11
High Level Time Line
JULY AUGUST DECEMBERNOVEMBEROCTOBERSEPTEMBER
Team
meeting
Vendor evaluation/
selection
Marketing
Analysis
Develop plans
and roles
Branding/logo/name 10/13/08
Web design , development and
deployment 10/27/08
Develop financial models
Develop marketing plan
Order, receive and install in-car technology
Hire operations team
Develop pricing & insurance models
Develop training/policies and procedures – MCC, sales, members
Testing web, in-car, back office
Secure parking
Order fleet
Place
cars
Beta
Launch
Prelim
Start
12. 12
Beta launch
Beta Test
Begins
Actions following test Retesting Final Evaluation
Launch prep
Preliminary
Launch
OBJECTIVE:
Use a controlled Test Group (MTG), locked down website and zero branding; testing to begin in
October, including: enrollment, reservations, rental, billing and Member Care Center to evaluate
quality, usability and identify improvements prior to launch.
•MTG enrollment
begins
•Vehicle placed
on grid
•MTG reserve
and drive
•Receive MTG
feedback
•MTG feedback
summarized and
logged
•Review and
prioritize
feedback/issues
•Develop action
plan and time
line
•MTG meeting to
discuss action
plan
•Revise action
plan
•2nd MTG
feedback
summarized and
logged
•Review and
prioritize
feedback/issues
•Update action
plan and time
line developed
•MTG Meeting
to discuss plan
•Critical issues
finalized and
implemented
•Close test
•Develop plan
for issues not
addressed
during beta
•Launch
Finalized
•Cars on grid
TIME LINE
•PR event in
all markets
over a two
week period -
details to be
provided by
PR team
•Status update on
plan; identify
additional issues
•Identify risk and
develop
solutions
•Final MTG
feedback
summarized and
logged
•Issues prioritized
•Update plan
13. 13
Beta launch
TESTING LOCATIONS
•Park Ridge 10 Vehicles
•New York City 30 Vehicles
•Paris 50 Vehicles
•London 50 Vehicles
•Ohio State 8 Vehicles
MTG PARTICIPATES
• Controlled MTG per market invited to
join
• Park Ridge employees invited to join
• Discounted rate for MTG application
and registration ($1.00) and usage
($0.50/hour and $10.00/day).
DELIVERABLES
1.Summary of calls for each group
2.List of issues by priority
3.Conference calls with teams
4.Action list and resolutions
5.Status of previous issues
Team prioritizes
issues
MTG feedback
submitted
Feedback
reviewed
Action plan
developed
Solutions
developed
Issues and improvements
circulated
Feedback recorded
and logged
MTG Testing
MTG meeting to
discuss feedback
Solutions
implemented
Launch
PROCESS
DETAILS
15. 15
Cost Management
Project launch spanned six months
$9 million budget established &
controls instituted
High-level steps included:
Acquiring car-sharing technology
Assessing the market/locations
Building financial models
Pricing and insurance strategies
Creating the website
Brand and marketing plan
Acquiring fleet, securing parking
Designing billing processes
Hiring and training operations team
Final cost $8.7 million
16. 16
HR Management
Plan developed seeking diverse core team
Team leader chosen
Hired a NYC GM and, in London and Paris, Marketing Managers
Marketing/General Managers, staff includes:
Market Development Specialist
Coordinate local marketing
Build brand awareness
Build membership and revenue
Fleet/Logistics Manager
Track vehicle utilization
Choose expansion areas
Build vendor relationships
Market Development/
Quality Control Rep
Assist fleet and marketing leads
Perform quality control checks
17. 17
Communications Management
Global Team required frequent communication
Weekly conference calls held with department leads
Team members received a project charter
A “Team Room” knowledge repository created:
Virtual collaboration
Central location for
updated information
Documents posted:
project charter,
procurement forms,
communications timeline,
research, risk analysis
Internal & External Project Communication Plans Created
18. 18
Procurement Management
Fleet Purchasing:
Required certain brands and
models
Timing an issue
Car sharing software
Manufacturing and installation
timing
Extensive testing needed
Securing parking spaces
Street and garages
Marketing and Advertising Support
Material
Creation and delivery under tight
deadline
19. 19
COMPLEXITIES/OBSTACLES/CHALLENGES
Launching new business from within
Website design, implementation, and testing
A hip and trendy marketing campaign, with hyper-
local marketing, designed and rolled out
Procurement deadlines
Technology installation
Beta test
GPS technology
Parking for cars and
valet training
Operational complexities and
differences
20. 20
PROJECT SUCCESSES
Launched in
Madrid & Berlin
35+ Universities
signed
Launched Electric
Vehicle in
Camden, London
Nissan agreement
to introduce the
Leaf
13,500+ Members Globally
700+ Vehicles Globally in 2009
21. 21
FUTURE STATEFUTURE STATE
Continue market expansion of Connect
Launch Connect onto an additional 40
universities
Launch Connect2Go – “Our Technology, Your
Cars”
One way car sharing launch
Negotiate on-street parking in cities
Work with state officials to launch Connect
Increase retail and travel industry partnerships
22. 22
2010 PROJECTS
Parking Costs
• Reduce Parking Costs
• Partner with large parking companies
• Partner with HOA’s and property owners
Member Care
Center
• Reduce Call per Transaction
• Improved website functionality
• Improved Eileo functionality
DMV Checks
• Eliminate annual full check for members
to reduce costs
Depreciation
• Modify depreciation rates
• Monitor fleet mix
In-Car
Technology
• Leverage ICGC for manufacturing and
hardware purchases
4/12/2010
