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Zipcar: Refining the business model
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Contents
What is a ZIPCAR
Case Analysis
Case Question
Similar case in Korea : Social commerce
Recommendation to the firm
Case Summary & Major Issue
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Zipcar
What¡¯s a Zipcar
: Car-sharing service
Sharing
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Summary & Major issues
Positive
Negative
Cost efficient
Environment-friendly
Simple online system
Customized convenient service
Budget Limitation
Additional Maintenance Cost
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Business model
location
customer
market
Zipcar
A. Market characteristic
Niche market
B. Location
Limited
Difficult to park
C. Customer
Student
Urban dweller
D. Technology
Web-based platform
Tech
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Industry trend
E¡¦(»ý·«)
1995 Montreal
|
tegy
3. Funding
1st C.B($50,000)
;sloan classmate
Fail: Investor circle
Invest themselves
Use no charge
sources
-2nd C.B($25,000)
;potential investor
Narrow sources
Lack of capital
2. Technology
Wireless tech.
Convenient
Easy for billing
Accurate billing
Safe from mismatch
Card
Innovative method
1. Location
¢Ñ City
Potential users ¡è
Parking fee ¡è
Restricted driving area
¢Ñ People
-Well educated
-Internet use
Boston
Need to expand
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Continued.
4. Changing
Price model
$300/yr¡æ$75/yr
$1.5/hr ¡æ$4.5~7/hr
; diff. parking fee
(Max $44/day)
avg.$5.5/hr&user
Price
Cost
Parking: $600/car&yr
Attrition: 15%
Lease: $4400/car&yr
Access equipment
; $500/car&yr
5. Marketing
Low budget tactics
Viral MKT; 30~40%
PR(free media); 25%
Guerilla MKT; rest.
Logos in the cars
¡ñ Lack of money
for MKT
need to vary the
method
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Case que