17. Financing the Venture (1999)
What utilization
rate was required
to cover COGS?
How many cars
would require an
increase in staff?
18. Financing the Venture (2000.1)
Ż Zipcar was incorporated.
Ż They split the equity ownership of the business
equally.
Ż Their respective 50% ownership stakes would be
diluted by subsequent financings.
Ż Convertible loan
Ż 每個月增加 1 %
Ż 融資將轉換成股票的價格
32. Exhibit 8b September Operating Data for
Analyses 效用率 為 30.6%
50% utilization ( Benchmark in Europe )
=> 期初預估達成 40% , 然而只有 30.6% 的使
用率
33. Comparison after refining
獲利來源在於以“小時” 方式計算的租車方式。
會員招收重點放在每個月偶爾需要用車,每
次使用時間不會太長的族群,會員數目越多越好,
邊際效用遞增。
Householders 、大學生、公務機關、市區及鄰近週邊
公司均為目標客群。
以“日” 為單位租車,不具競爭力。既然與 Car
Rental 業者正面交鋒不利,調高日租使用價格、制
訂規則配合,將市場區隔、客群劃分清楚更有利。
除資金規劃外,爭取政府資源配合,品牌形象建立,
形成差異化。
34. Marketing Plan
Based on low-budget tactics ( $1000~1500/month )
Word of Mouth- 口碑行銷 30~40%
Public Relation ( free medi
25%
a ) - 公關活動
Gross-root guerilla marketing -
35~45%
草根性行銷
36. 表六、 Zipcar Logo
Ż 綠色 = 環保以及字母 Z
Ż 傳達其簡潔、乾淨、及專業的形象。
Ż 被使用在網頁、文具、促銷贈品及車子上。
Ż 駕駛人的車門不會貼有 Zipcar 的 Logo ,避免被
認為是行動式的廣告。但會貼在搭程者的門上。
Ż 貼紙( My Other Car is a Zipcar )
44. 市場有多大 ?
Ż Exhibit 5 : per city : 1.2 million 14 個城市
Ż total : 1.2m X 14 = 16.8 million
Ż 0.4% population X 66 million ( ex2)=26400 member
Ż 26400 X 1083.18 = 2.86 million margin
45. Assumption :
Ż Utilization : 40%
Ż Hours per month : 40% X 30 days x 24 hours/ day
Ż = 288 hours per months
Ż 4 hours / use
46. Supplement (A1) - May Business Plan
Blended Model
Costs/Car Lease 366.67=4400/12
723.34
Access 41.67=500/12
Insurance 141.67=1700/12
Car cost/Member
Parking 50=600/12
40.19=723.34/18
Maintenance 33.33=400/12
Fuel 90=1080/12
Contribution
Margin/Member Members / Car total 723.34
Hours used / month 16=4*4
90.26=130.45-40.19
18=30*24*0.4/16
Utilization rate 40%
Monthly Fee
6.25=75/12 #Uses 4 (Exhibit 5)
Revenues / Member Hours/Use 4 (Exhibit 5)
130.45=6.25+123.2+1 $ / Hour 5.5 (Exhibit 5)
Monthly Usage
123.2=4(4*5.5+ Miles / Use 22 (Exhibit 5)
22*0.4)
$ / Mile 0.4 (Exhibit 5)
Monthly interest $ / member 300 (Exhibit 5)
1=0.0033*300 i rate (monthly) 0.0033=0.04/12
47. Supplement (A2) - Actual September Data
Blended Model
Average # of member = 5088/30=169.6
Costs/Car Lease
Access
Insurance
Car cost/Member
Parking
Maintenance
Fuel
Contribution
Margin/Member Members / Car total
Hours used / month
Utilization rate
Monthly Fee
#Uses
Revenues / Member Hours/Use
$ / Hour
Monthly Usage
Miles / Use
$ / Mile
Monthly interest $ / member
i rate (monthly)
48. 需要多少車輛 ?
May ACT
Ż Hours use per member / day :
Ż Hours use / day at 40% utilization
Ż Max # members / car to get 9.6
hours day