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25 CS Vendors

TEAM14 | Digital Concept Development,


Semester 2 | Project 2 | Group4
SafeFleet | GET A CAR
May 11 20171
BLARKK
GROUP 4
Kasper Munk
Kaspermunk03@hotmail.com
Rikke Fjord Thomsen
Rikk196h@stud.kea.dk

Kasper is a Multimedia designer, who received Multimediadesigner MMD, with a


his AP degree from Copenhagen school of background within business development,
design and technology in 2016. His main focus is project management and Ecommerce.
on graphic design and idea generation.

Katrine Hayden Bianca Gordon


Katrinehayden@hotmail.com Bian0922@stud.keal.rikke

Happy, creative, trustworthy and organized with Multimediadesigner, background in design


a AP degree in Multimediadesign (2016). and concept development.
Dream of working as a graphic designer in the future.

Liv van Heuden Visti Rgild Madsen


Livvanheusden@hotmail.com mail@vistimadsen.com

Multimediadesigner from IBA - International Visti is a Concept Developer and a Graphic


Business Academy, with a passion for Designer. He consider himself social and creative
User Research and illustration. with a passion for Graphic design, ideation, bran-
ding and digital publishing.

2
CONTENT
0.0 Introduction...........................................................................................................................5
1.1 Problem Area.......................................................................................................................................... 6
1.2 Client Goal .............................................................................................................................................. 6
1.3 Problem formulation ......................................................................................................................... 6
1.4 Delimitations ......................................................................................................................................... 6
1.5 Methodology.......................................................................................................................................... 6
2.0 SITUATION .............................................................................................................................9
2.1 PESTEL....................................................................................................................................................... 9
2.2 Car sharing users in Berlin............................................................................................................... 9
2.2 The current user archetype of car sharing............................................................................10
2.2.2 Two User Groups ..........................................................................................................................10
2.3 The competitive landscape of car sharing............................................................................. 11
2.3.1 Competitive landscape of car sharing in Berlin............................................................... 11
2.3.3 The biggest peer-to-peer vendors......................................................................................... 11
2.4 Porters five forces..............................................................................................................................12
2.5 Conclusion: Situation...................................................................................................................... 13
3.0 OBJECTIVES.........................................................................................................................14
3.1 Mission, Vision.....................................................................................................................................15
3.2 KPIs & 5Ss...............................................................................................................................................15
3.3 Main objectives...................................................................................................................................15
4.0 STRATEGY.............................................................................................................................16
4.0 Segmentation and Targeting........................................................................................................ 17
4.1 Segment Analysis............................................................................................................................... 17
4.2 Porters Generic Strategies.............................................................................................................18
4.3 Business Model Canvas and Value Proposition...................................................................18
4.4 Conclusion: Strategy: segmentation and targeting...........................................................19
5.0 TACTICS ...............................................................................................................................21
5.2 Ideation process.................................................................................................................................21
5.2.0 Concept description.....................................................................................................................21
5.3 Marketing Mix (7Ps)...........................................................................................................................24
5.4 The ECO-SYSTEM............................................................................................................................. 25
6.0 CONCLUSION...................................................................................................................... 28
6.1 PERSPECTIVATION .......................................................................................................................... 28
7. REFERENCES........................................................................................................................... 30
8. APPENDIX................................................................................................................................34
1 - PESTEL Analysis...................................................................................................................................35
2 - Competitive landscape of car sharing: The different types of car sharing.............36
3 - Competitive landscape of car sharing: 4 ring target model analysis........................37
4 - Competitive landscape of car sharing: Spider chart analysis.......................................38
5 -Porters five forces...............................................................................................................................39
6 - Client brief mission + vision: screendump af PDF!........................................................... 40
7 - ST(P) Strategy and taget analysis............................................................................................... 40
8 - Business Model Canvas and Value Proposition.................................................................. 42
9 - Marketing Mix.......................................................................................................................................43
10. OMD ECO-SYSTEM........................................................................................................................... 44 3

As peoples access to the internet grows were seeing
the sharing economy boom - I think our obsession
with ownership is at a tipping point and the sharing
economy is part of the antidote for that.
- Richard Branson, CEO/founder Virgin (thisismoney.co)

4
INTRODUTION
With a boom in automobile production seeking other ways of transport. An example money on transportation in the postwar
around the world(statista.com automo- could be, that In November 2016 the city of period(www2.mst.dk). Since then the pheno-
bile-production) in the past few years its Copenhagen reached a milestone in be- menon has been under development and is
uncommon for most people not to have coming the most bike friendly city. Bikes are now more than private users sharings cars, as
their own car, as seen in the statistics done now outnumbering the the amount of cars in a lot of companies tries to tap into this trend.
by Statista(statista.com/own-car/). In 2010 a the city center, a rise by 68% within the last The users of this trend has doubled on a
total of 58.1 mio. units were produced around 20 years (theguardian.copenhagen-denmark). global scale from 2012-2014 with most users
the world. In 2016 the number was 77.7 within Europe(shareable.net). Especially in
million(statista.com automobile-production) Another way that users are trying to find new Berlin car sharing is very used, mostly among
produced units - a growth rate of 33,7%. This ways to consume and think transportation the young citizens(spiegel.de).
rise in production, because of the increasing is by applying shared economy solutions Shared economy is spreading in a lot of
demand, also means that the costs of cars are in their everyday life. Shared economy has industries(forbes.com), as we see in the hotel
getting cheaper, and more people are taking become a popular trend around the world. industry where AirBnBairbnb.dk) is challen-
ownership of their own car. In 2015, a total According to Entrepreneur magazine, sha- ging the traditional way we think of renting a
number of cars produced in Germany alone ring economy is not only convenient it is place to stay.
was 5.7 million, putting Germany as number also building strong communities by sha- Safefleet is a romanian based company
3 on the list of leading countries producing ring goods (Karimpana)(entrepreneur.com). that delivers monitoring devices for different
passenger cars in 2015(statista.com/light-ve- Looking at PWC predictions 2017 will be a vehicles within a lot of different industries
hicle), with only China and Japan above year with high growth for sharing economy, and countries.
them. The consequences of the increased predicting that revenue in Europe will grow Safefleet being a player on the transportation
production and use of automobiles can be about 60%. (smallbizlabs.com) market already wants to enter a new market
seen on the environment. In most of the big in within the carsharing trend.
cities people are becoming more and more The first carsharing organization was started
aware of the environmental consequences, in Schweitz in 1948, as an attempt to save

5
1.1 Problem Area 1.2 Client Goal of users, one renter and one owner. Our primary
Car sharing is becoming a more and more SafeFleet wishes to improve and innovate their target group is the renter and the secondary is
attractive option for people living in the bigger current business model, including car sharing the owner. In this project we will mainly aim for
cities. Since people can have the benefit of using services on both B2B and B2C market, targeting the primary target group.
a private car without the costs and other re- EU countries.
sponsibilities such as, insurance etc. The number 1.5 Methodology
of car-sharing providers has also inclined since SafeFleet wants to improve and innovate their 1.5.1 Sostac
automotive companies has seen the inte- business model including car sharing services To create our overall marketing plan, and to
rest(techcrunch.com). Sharing ownership of cars (on B2B/ B2C market), targeting EU countries. structure our report we will apply the first
can lead to less traffic, less pollution and greener four steps of the SOSTAC model; Situation,
cities. 1.3 Problem formulation Objectives, Strategy and Tactics.
How can we create a business model and
Although the general public are getting more go-to market strategy that will differentiate 1.5.2 Customer analysis
used to the idea of car sharing, convincing pe- Safefleet from the current competitors in the By applying the three questions why, who and
ople to rent out their car to a complete stranger, European car sharing market? how, we will visualise the current customer state
can be hard. Focusing on bigger cities were the What market will ensure the highest revenue of car sharing customers, in an already functio-
inhabitants are used to peer-to-peer services and success for Safefleet? ning market. We base the customer analysis on
(E.G. AirBnb(bloomberg.com)) can make it easier How do we promote the sharing economy a research, facilitated by Innovation Centre for
getting into this market. Car sharing is a mem- mentality further? Mobility and Societal Change (Innoz) based on
bership-based service, often organized and run 379 users located in Berlin. We are aware, that the
by private companies. Making it possible for indi- 1.4 Delimitations number of recipients does not qualify a represen-
viduals to access shared vehicles for short-term As a consequence of limited time and resour- tative research, but it gives very valuable and rele-
use, or longer if applicable. ces, we set some delimitation for this project. vant information about the users we are targeting.
We decided to focus on peer-to-peer cars-
Car sharing provides an alternative to owning haring in Berlin, because our research showed 1.5.3 The 4-Ring Target Model
a car, but makes it easy for users to find and that users in Germany is positive towards cars- By using the 4-Ring Target model we will map
use a car, acting as an extension to the public haring(ioew.de) . This means that the citizens the market competitors, and thereby choose
transport system. Having less cars can positively are ready to adopt the concept, besides that the which main competitors to focus on.
contribute to sustainable transport options in German Government just made a new legislati-
urban areas, reducing traffic congestion and the on(fleeteurope.com) that makes lucrative to use 1.5.4 The Spider Diagram
use of the cities infrastructure. Having the public carsharing. To benchmark the competitors, and to create
interested (B2C) will automatically allow the rest The foundation for shared economy within an overview for their differences we will use a
(B2B) to follow. peer-to-peer carsharing naturally has two types spider diagram(see appendix 4)

6
1.5.10 Business Model canvas and Value
1.5.5 Porters Five Forces Proposition
To do a further analysis of the market competiti- To illustrate the value that Safefleet wishes to
on we will apply Porters Five Forces, to analyse create for the customer through the service we
the macro environment. create a new Business Model and use the Value
Proposition Canvas to determine the pains,
1.5.6 PESTEL gains and how we can use them to everyones
To determine and investigate the different fac- advantage.
tors and conditions in Safefleets environment
that could have an influence on the strategy 1.5.11 Marketing mix (7Ps)
process. As well as investigating these factors in The marketing mix will be used to describe how
a new market. different marketing channels will be used to-
gether and deployed to the market.
1.5.7 KPIs & 5Ss
To determine the specific goals, we will use the 1.5.12 Content Plan
5Ss to create measurable KPIs for our campaign. To document and specify how Safefleet will
execute their strategy and who will handle the
1.5.8 STP model (SMP) different tasks, we will create a Content Plan.
To analyse the chosen target group we will
conduct a segmentation, target and positioning 1.5.13 User journey
model to develop a marketing strategy, as it is To document the story from an individuals per-
described by Andersen a.o. (2012: 340-376). We spective and illustrate their journey while using
will cover segmentation(S) and targeting(T) in the service, currently as well as in the future.
Strategy and cover positioning(P) in the tactics
section. 1.5.14 Media Plan / OMD Eco System
To visualize the users decision making process,
1.5.9 Porters Generic Strategies we use OMDs ECO-SYSTEM. The model is often
To analyse how the company should operate used for other industries and for products, but
strategically we will apply and investigate Porters we think it suits this situation as well. The service
Generic strategy. Porters Generic Strategy will has to be enhanced as the technology is impro-
help us describe the way in which Safefleet can ved and the habits and the behavior of the user
compete with other providers on the market. is changed; it is an ongoing process.

7
2. SITUATION

8
E
2.0 SITUATION
To understand the current market situation we
will investigate the opportunities and threads
in the German car sharing industry. Afterwards
we will look into the current and potential user
P
groups, and finally defining the target group. -Pro carsharing laws -Rise in the economy
- Grey areas to operate in - 12,7 million tourists each year

2.1 PESTEL
Because Safefleet wants to enter a new market,
it is important to understand the environment of

L
the new market. To fully understand the possibi-

S
lities and limitations of the new market we want - Pro carsharing legislations - Citizens open to carsharing
- Positive attitude towards the
to penetrate, we use the PESTEL model (See financial benefits, positive
appendix 1 for full analysis). social effects and
environmental gains
Car sharing is well established in Germany,
and especially in Berlin. The German govern- -Competitors have -Not able to ensure
more ecofriendly cars new cars to the users
ment has passed pro-car sharing policies, and
- Help with congestion and -Technology can be installed
with the German economy steadily rising and getting cars of the road, and in older cars to make them
tourist flooding Berlin, there is a lot of purcha- reduce polution. more user friendly
sing power among the people in Berlin. With a

E T
peer-to-peer car sharing service, we cannot be
sure to provide the most technical advanced
or environmentally friendly cars, but we can
help clearing up the streets from cars that stand
Fig. 2.0: PESTEL-Model
unused for longer time periods. But if we can tap
into the positive attitude shown from users and
non-users alike on carsharing, there should be a analysis of the characteristics and behavior of loyalty. Both studies were targeted at existing
place us in the market. the car-sharing users in Berlin. The investigati- car-sharing users in Berlin. Altogether 8.832
on was divided into two studies, whereas the car sharing users were contacted, and 1.479
2.2 Car sharing users in Berlin first study was focused on the car sharing users users chose to take part in the survey. 379 of
The Innovation Centre for Mobility and Societal behavior and characteristics, while the second these users lived in the city of Berlin. Since
Change (Innoz), Germany made a quantitative study was focused on the level of customer both analyses were aimed at the user demands

9
and behavior specifically in Berlin, the analysis users only have one membership with a specific 2.2.4 User journey 2: Peer-to-peer carsharing
results are based upon the Berlin respondents. car sharing service. This group represents almost Based upon an online description on www.go-
(Wappelhorst, Graff, Steiner & Hinkeldein: 2013). 50% of the respondents, and this group is more more.dk, which is an online car sharing service a
driven by habit, while the second user group, user journey is conducted to enlighten the expe-
2.2 The current user archetype of car Multi-Choosers, are seen to be more open minded rience of using a peer-to-peer carsharing service.
sharing towards trying out different providers. They are
Based upon the Berlin respondents the surveys also the ones who more frequently chooses the
showed that the most common user of car sha- electrical cars over the regular cars. In general the
ring service is a male with a university degree. He Multi-Choosers own between 2 and 4 members-
works full time and have a monthly income of hips with different car sharing providers, and they
more than 4.000 Euro. He is classified as being an dont feel any loyalty towards any of the single
early adopter(theguardian.com/uber) and he likes providers. They solely look at their specific need,
to try out new things, especially when it comes when and where the need occurs.
to trying out new technologies. He use his car 2.2.3 User journey 1: Free floating carsharing
sharing membership at least one time a week, and Based upon an interview with an employee at
for different purposes. He especially enjoys the fle- the Danish based company Green Mobility (App.
xibility in car sharing services and he is not bound XX, Jensen: 2017), a user journey of booking and
Fig. 2.2: Peer-to-peer user journey
to using just one car sharing provider. He lives in using a electric car sharing service, is conducted.
Berlin, where he easily can use other transportati- The following model shows the touchpoints,
ons as well, so when he doesnt use the car sha- pains and gains regarding a free floating service. 2.2.5 Conclusion User Journey 1 & 2
ring services he transport himself either by walking, As the user journeys shows there is a lot of
biking or by using public transportation. He doesnt steps the users need to go through to rent a car.
own a car, because the city provides him with so These steps can be a barrier in both the free
many transportation possibilities that he does not floating and the peer-to-peer carsharing models.
see the need for owning a car. Let along with the Therefore the solution must shorten the process
fact that Berlin already consist of many car owners, of renting to make it more accessible.
that pollute the city air. Due to the users need for changing members-
hips and lack of loyalty, the analysis points in the
2.2.2 Two User Groups direction of creating a shared service for the dif-
Besides from the above, the survey also showed ferent carsharing providers, in order to meet the
that the users can be divided into two groups. The demand for matching onset needs, and compa-
first group is called Non-multi-choosers. These ring the different offers.
Fig. 2.1: Free Floating user journey

10
Peer to peer - Ride-sharing 2.3 The competitive The product or service is not the same, but they
landscape of car sharing all solves the same problem: Getting the user
To fully understand the from A to B within the area of Berlin.
market, we have resear- To understand the current competition of pe-
ched the different car er-to-peer carsharing vendors in Berlin, we will
1. Owner of a car of- 2. Users can join the 3. The users book and 4. The user and owner
fers ride for a specific ride pay using an app. rates each other in
sharing business models compare the companies in a spider chart (See
destination the app. understand what the appendix 2 for full analysis).
market offers in the car
Peer to peer - Rent a car
sharing market in Berlin - 2.3.3 The biggest peer-to-peer vendors
see fig 2.3) The competition in the peer-to-peer car sha-
To get an overview of ring market is significant lower compared to
1. Owner of a car is not 2. Other users can 3. The users book and 4. The users have to meet the car sharing market, the free-floating car sharing market. There is
using his/her car for a rent the car for a pay using an app. and exchange keys befo-
specific period. specific amount of re and after use. we have mapped out 3 major peer-to-peer car sharing vendors in
time.
the different car sharing Berlin: Drivy(drivy.com), Croove(letscroove.com)
B2C - Roundtrip
vendors. We use the and Tamyca(tamyca.de). To get a clear overview
4-ring target model(An- of the existing solutions we have analysed the
dersen a.o., p. xx) to different apps based on size of the fleet, functi-
1. Company offers to 2. Users can rent 3. The users book and 4. The users have to
rent out cars from a the car for a specific pay using an app. return the car to the
visualize the competitive onality, size, app-rating, no. of downloads and
specific location amount of time. pickup spot. landscape of car sharing number of users (see appendix 3 for full analysis).
in Berlin. The price and amount of functionalities vari-
Point-to-point free-floating carsharing (flexible carsharing): es, and it is not clear for the customer to know
2.3.1 Competitive land- where to get the right car for the right situation.
scape of car sharing in Drivy is the only vendor offering telematics, so
Berlin there is an opportunity for SafeFleet to devote
1. Company has a fleet 2. Users can sponta- 3. The users unlock 4. The user leave
of cars within a speci- neously rent the carr and pay using an app. the car wherever The competition in the telematics in this market.
fied geographic zone. when they see one. they want within the
specified zone car sharing market in Berlin has a lot of different car sharing providers:
Berlin is narrow with more approx. 20 free floating car sharing vendors and
Point-to-station free-floating carsharing than 25 car sharing opti- 4 peer-to-peer car sharing vendors. The price
ons. The alternatives for varies, and it is difficult to find a total overview of
carsharing in the third ring the different services and prices in Berlin, and the
is considered to be com- user has to sign up and be approved for each
1. Company has a 2. Users can rent 3. The users unlock 4. The user has to
fleet of cars located at the cars and pay pr. and pay using an app. return the car to petitors for the car sharing service, before they can use it. A broader plat-
designated stations. min. of use from the specified stations.
stations. vendors to some extent. form and a rating system of each service would

Fig. 2.3: Different kinds of car sharing. See appendix


11
increase the transparency in the car sharing The power of the suppliers, that
market in Berlin and meet the users needs (See being the private car owners and
appendix 4). the car sharing vendors, is really
ER PRODU
big. The peer-to-peer private car
ALL OTH CTS
2.4 Porters five forces owners have to be willing and safe |
|
To look further into the competition within the with sharing their private cars. This
car sharing options in Berlin weve looked into SafeFleet can ensure by offering S


CT

AL
porters five forces(Chaffey, Dave, & Chadwick) them a safe keyless digital lock

DU

LO
- (See appendix 5 for full analysis), fig. 2.5 for system and by giving them the

RO

TH
porters five forces illustration. The competition opportunity to monitor their cars

RP
(Comming soon)

ER P
within the car sharing market is very high. The easily from a distance.

ALL OTHE
users can easily find a lot of different service

RODUCTS |
providers, but it can be difficult for the user (Comming soon)

to evaluate what service fits their needs best.

|
SafeFleets biggest competition lies within the
free-floating car sharing services, because of
the digitized lock systems and their fleet size in


Berlin. Therefore SafeFleet has to focus on their

A
S
ability to implement a digitized lock system in

CT

L
rentable private cars. In Berlin there is a lot of

L
D

O
O
substitute products to car sharing such as public

T
HE
PR R
transportation or taxi services. PR R
OD HE
There is a lot of new entrants in the car sharing UCT OT
S | ALL
market because many companies wants to be
part of the shared economy trend. SafeFleets
product must give the users something they can
Car sharing Other products / services
not get anywhere else.
Same product Same category Product covering All products
The bargaining power of the end-user is big - same target group of procucts the same needs

because if the customers are unsatisfied they Peer-2-peer Round-trip CS Scooter rentals
can easily switch service without any costs and - Ride-on
- Rent a car
Point to point
Station based
Bike rentals
Metro
on their phone right away. To secure a good Free floating Plane
Taxi
level of customer satisfaction SafeFleet has to Bus

maintain high level of service at all times.


Fig. 2.4: 4-ring tartget model: Peer-to-peer car sharing vendors

12
2.5 Conclusion: Situation
The German government as well as tourists has
a positive attitude towards car sharing.
Safefleet can reduce the total number of unused
cars in Berlin by increasing car sharing, which in
return will reduce congestion and pollution.
To meet the users need for changing mem-
berships and the ability to compare different
offers, Safefleet can provide a shared service for
the different carsharing providers that will meet
the users demands.
SafeFleets new concept must provide the
users with an improved solution, that will ease
the process of car sharing. To secure customer
satisfaction SafeFleet has to maintain high level
of service, but also focus on the opportunity to
drive the vehicle without a chauffeur.
By collecting all car sharing vendors in a sing-
le platform, SafeFleet becomes an asset to the
users, but also to the existing car sharing vend-
ors. SafeFleet will obtain a good relationship
to the car sharing vendors, and they can offer
their existing technology and product portfolio.
Furthermore SafeFleet can ensure a good rela-
tionship to the peer-to-peer users by offering
them a safe keyless digital lock system and by
giving them the opportunity to monitor their
cars from a distance.

Fig. 2.5: Porters Five Forces

13
3. OBJECTIVES

14
3.0 OBJECTIVES that digital marketing has increased. The revenue stakeholders, and at the same time create value
In this section we will display the goals for of the eService market is expected to have an for the users, will put SafeFleet on the map of car
SafeFleets car sharing solution. Since we do not annual growth rate of 16.1%(statista.com/eser- sharing in Berlin - one of the biggest markets of
have a KPI foundation we will use the following vices ). The eServices market is defined by the sharing economies in Europe. New propositions
written goals, as a guidance for the campaigns sale of online services and digital goods via the and offers will help building the brand. As soon
success criteria. internet (Statista Digital Market Outlook, 2016). as more people are aware of the brand others
This meaning that more and more people are will start favouring Safefleet and the platform.
3.1 Mission, Vision becoming used to booking and buying through
To follow SafeFleets mindset we have looked online platforms.
at their current mission and vision. We have to Taking this into consi-
apply their core values to the new solution deration we can define SELL
the digital marketing customer acquisition

Vision: and multichannel mar- provide a service that will be


Our vision is to create value for our customers keting and what it is to advantageous for all stakeholders, and
at the same time create something that
by giving them the right tools for a better mana- achieve. will be able to put Safeeet on the
market and create awareness.
gement of their business and to make a differen- SAVE SERVE
ce by innovation. 3.3 Main objectives quantified efficiency gains
Customer satisfaction
The solution has to save costs by only having one platform
Oer 1 platform that makes it easier and more
convenient for the user to nd a car in the right place,
Mission: give the customers the for the users instead of supplying cars. the right time and right situation.

Increasing the number of users on the platform and


Our mission is to be the biggest regional tele- tools they need for the There are other ways in marketing and
giving the renter and owner advantages to use the
service transactions that will also be system. This would motivate more people to use the
matics service provider relying on the best part- best possible car sha- able to reduce cost. platform and thereby adding more value.

ners and focusing on customer satisfaction. ring experience, while


keeping them satisfied
This means making a solution that gives custo- with Safefleet. SafeFleet
mer satisfaction by offering even better tools for needs a platform that
SPEAK SIZZLE
the perfect car sharing experience. SafeFleets makes it easier and number of engaged customers wow factor
current mission, and vision(appendix 6) more convenient for newcomer on the car sharing market,
easy to use platform covering the users
the user to find a car needs, coverage and awareness will known as a telematics experts ,
grow. new propositions and oers will help
3.2 KPIs & 5Ss in the right place, the If the awareness grows it will increase building the brand.
the amount of visitors and the amount
In 2016, 42 million Germans (from age 14 and right time and right of users on the platform.
up) used the internet from their mobile de- situation. Providing
vices(statista.com/smartphone ). Because of the a service that will be
increased use of digital devices, it was inevitable advantageous for all Fig. 3.1: The 5Ss

15
4. STRATEGY

16
4.0 Segmentation and Targeting regarding the average user characteristics, have sharing and the possibilities in that field (Lowe
In the following section we will, based upon changed since the first study was made. The Friends: 2014) - see appendix 7 for full analysis.
the current user insights, and the Lowe Friends average car sharing user is still a man with a
Women Analysis, discover how to create a go- university degree and full time work. 4.1.1.2 Segmentation Criterias
to-market strategy for Safefleet. To structure To decrease the target group, and to create a
the process we will use the STP model, as it is Women across the globe will continue to gain homogene user group, that is possible to reach,
described by Andersen a.o. (2012: 340:376). See economically and drive fundamental change measure and create profit on, we will use the
appendix 7 for full ST(P) analysis. in markets. The rewards for those companies B2C segmentation criteria as they are described
that serve women well will be enormous
4.1.1 Segment analysis Boston Consulting Group
In the situation analysis we stated that 86% of
the carsharing users were early adopting men, Based upon an american and international
who had a higher educational background and analysis, it is stated that womens buying power
a monthly income above 4.000 . This analysis is increasing all over the world. But at the same
were based upon a study from 2013. time, it also shows that women doesnt feel
sufficient targeted, especially in the financial,
Performs better with Performs better with
women than men men than women technical and automotive fields of business.
Performs equal
with both genders On this behalf the Scandinavian advertisement
Storeblt
Havrefras Sonofon company Lowe Friends made an analysis of the
Startour KIMS
Leasy Wupti Quick
Citren C3 Picasso
buying behavior, needs and challenges between
Garnier Fiske- Fig. 4.2: Minerva Compass
Silvan Bravotours
NemId Spies Neutral
Branchen Volkswagen the sexes, and with a special focus on women.
Canal Digital SEAT
Beauvais OBH Nordica Nykredit Ga-jol 3 The analysis is based on 4.826 interviews in
Netto Kinder Mlkesnitte Europiske Carlsberg
Ikea Superbest Scandinavia, and shows how we can communi- by Andersen a.o. (2012: 347).
Den Gamle fabrik Arla Ekspres Bank TDC Hometrio
ASE
Elsparefonden Skousen
cate to women. (Lowe Friends: 2014). Geographic parameters
People who live or work in the city of Berlin.
Fig. 4.1: Performing products: Men vs. Women.
We would like to target women because they
are the fastest growing market based on results Demographic parameters
Another study was made in 2016, by Dr. from different analysis done in Europe and other Primarily females, in the age between 30 and 50.
Flemming Giesel and Dr. Claudia Nobis who, parts of the world. Women are more stressed They may or may not have kids, and they have
on behalf of the German Aerospace Center & on a daily basis and spend more time on family a monthly income above 3000. Secondary
Institute of Transport Research in Berlin created activities, therefore they need a helping hand we will target men, who lives up to the same
a research on the impact of carsharing services with the everyday tasks. Women are also a large criteria.
in Germany. This study showed that nothing, growing market and show a huge interest in car

17
Psychographic parameters competition strategies. The different strategies communicated in their campaigns and for the
To determine the psychographic parameters we describing a way that SafeFleet can compete brand as well.
will take use of Henrik Dahls Minerva Model, with other providers on the market. Doing a
where we focus on the values within the blue Porters generic strategy is a way to develop a 4.3 Business Model Canvas and Value
and green segment, were the consumers are competitive strategy based on costs and size of Proposition
classified as having a higher education, high the target groups. SafeFleets current business model is based on
prestige, middle to high income. The most Most free floating and peer-to-peer car sha- the products they sell, since we will be mo-
important values regarding this target group are ring services uses the low price, cost focus, ving into another segment and start providing
free spirit, consumerism, equality, environment, as a selling argument and this is communi- a service it was needed to take a look at the
technology, empathy and a balanced worklife. cated in their campaigns and market strategy. current business model and adjust it. To be able
Safefleet can differentiate themselves by using to do a Value proposition canvas and determine
4.1.1.3 Sub conclusion: Target Group Strategy the unique product strategy. The new concept where Safefleet will be able to provide a service
During the ST(P) analysis we have established for Safefleet needs to be agile, easy to use and that will be able to focus on the customer and
that we want to make as many women use the always available for the users. This should be their needs, we needed to find the new value
carsharing services as men. Today the cars-
KEY KEY VALUE CUSTOMER CUSTOMER
haring users in Berlin consists of 86% males, PROPOSITION
PARTNERS ACTIVITIES RELATIONSHIP SEGMENTS
and we want to target women, as they are the
fastest growing market in the world, and they are Owners
- People who own a car and
shown to have an interest in carsharing services. - Owners (People who owns - Building a common plat-
- Building a common plat- - Customer Service
want to help others and earn
form for owners and rentees.
a car) form for owners and rentees. extra money.
To meet the demand of the women, we will - Social media
- People who has a car but
- Managing the platform and
- Rentees (People who wants - Managing the platform and doesnt use it all the time
address their need for help in their stressful daily to rent a car) supplying the software for
supplying the software for - Promotional offers
tracking.
tracking. Rentees
life, by creating concept and a marketing cam- - Other investors - First-movers: people not
scared to try something new
paign that display how easy it can be to use - free floating car sharing - Someone that lives in the
vendors city but doesnt have the
carsharing service, and how it can give them KEY CHANNELS money for a car.
- payment processors RESOURCES - Lives in the city but only
more time to shop, and to do the things that needs a car every now and
- Mobile Platform then.
gives them joy. To meet the demand of the cur- - Technology
- Website Tourists
rent users, we will create a solution, that provi- - Drivers
- Visiting Berlin and only
- Mobile App for Android needs a car to get from point
des a better flexibility by combining the different - Cars
A to point B. Doenst need a
- Mobile App for iOs car under the whole visit.
carsharing offers in one solution.
COST REVENUE
4.2 Porters Generic Strategies STRUCTURE STREAMS
- Technological set-up and running cost - Commission from the booking done on the platform.
Porters generic strategies(Chaffey, Dave,
- Salaries for permanent employees - Commission on installation of SafeFleet devices.
& Chadwick) includes the four different

Fig. 4.3: Business Model Canvas


18
proposition on the business model canvas 4.4 Conclusion: Strategy: As most of SafeFleets direct competitors sells
(see appendix 8 for full business model canvas segmentationand targeting themselves on low cost Safefleet can differenti-
description). Due to women being the fastest growing market ate by using the unique product strategy. To be
and that the users of car sharing today consist unique the solution has to be flexible, easy to
By doing a Value proposition we can describe of 86% males, we want to target the female part use and always available for the users.
the benefits customers can expect from the ser- of the population in Germany. Women have
vice Safefleet will introduce to the new market. shown to be interested in carsharing and the- By creating a new business model canvas de-
The value proposition canvas will help to clarify refore targeting them is a great opportunity for termining the value proposition and creating a
the customer understanding and describe how Safefleet. Our research shows in addition that value proposition canvas from that, we could
Safefleet intend to create value for that customer. our target group is stressed and therefore could consider the different service aspects more de-
use more time. This can be solved by providing tailed, as well as considering other aspects that
them better flexibility by combining the different could be relevant, making a new business model
carsharing offers in one solution. linking to the new service and market SafeFleet
will penetrate.
KEY KEY VALUE CUSTOMER CUSTOMER
PARTNERS ACTIVITIES PROPOSITION RELATIONSHIP SEGMENTS

Owners
- People who own a car and
- Building a common plat- - Customer Service
- Owners (People who owns - Building a common plat- want to help others and earn
form for owners and rentees.
a car) form for owners and rentees. extra money.
- Social media
- People who has a car but
- Managing the platform and
- Rentees (People who wants - Managing the platform and doesnt use it all the time
supplying the software for - Promotional offers
to rent a car) supplying the software for tracking.
tracking. Rentees
- Other investors - First-movers: people not
scared to try something new
- free floating car sharing - Someone that lives in the
vendors city but doesnt have the
KEY CHANNELS money for a car.
- payment processors RESOURCES - Lives in the city but only
needs a car every now and
- Mobile Platform then.
- Technology
- Website Tourists
- Drivers
- Visiting Berlin and only
- Mobile App for Android needs a car to get from point
- Cars
A to point B. Doenst need a
- Mobile App for iOs car under the whole visit.

COST REVENUE
STRUCTURE STREAMS
- Technological set-up and running cost - Commission from the booking done on the platform.

- Salaries for permanent employees - Commission on installation of SafeFleet devices.

Fig. 4.4: Value proposistion canvas

19
5. OBJECTIVES

20
5.0 TACTICS 5.20 Concept description
5.2 Ideation process The ideation phase lead to the final platform and
Based on the results from the analysis, we made we defined the most important functionalities
the design principles to keep in mind what and features. The platform is similar to what the
factors are important for the solution to be users already know from existing sharing eco-
successful. nomy solutions; AirBnB, Trivago,Uber etc. The
solution and features are described in the follow
Green
Eeasy to use 5.2.1 - The overall platform
Timesaving The main feature of the platform is to gather all
existing car sharing platforms in one place. This
Agile
will give the users access to just around 25 free
Comfortable float car sharing services while creating a pe-
A helping hand er-to-peer car sharing platform itself. With one
Realistic sign up form the user can register to all services,
instead of signing up to each service individual-
Fig. 5.1: Design principles
ly. This ensures that the users, with the smallest
Name of the platform amount of effort, will have more transportations
The design principles inspired us to name the options than ever before.
concept Get a Car. It is a simple name in three
words that describes the solutions main objecti-
ve: Get a car.
Then we started discussing and writing down on
the wall what features the solution should have,
where the marketing campaign should be shown,
how we should communicate to the right market
and what the content should be like.
Before going to market, it is important to vali- One sign-up = One platform
25 CS Vendors

date the solution, to make sure it is optimal for


the users. This can be done in several ways for
example, make a fake door pretotyping and
prototyping, usability testing, focus groups, A/B
tests etc.
Fig. 5.2: Get-a-Car concept

21
5.2.1.1 - The App

Step 1: Step 2: Step 3: Step 4: Step 5:


When the user signs up they The user will then have to The user will get the option In the last step of the signup When the user is approved, this
will have the option to sign up upload a image of their drivers of choosing their preferences flow the user can choose to is the screen they will met by
with their Facebook or LinkedIn license, to ensure that we can when it comes to car sharing. save up towards a free trip. This afterwards. Here they can quickly
account. This will serve as an verify the user is legally ap- Eg. if the user sets Energy is done by choosing the more and easy choose a car after their
alternative to filling out all per- proved to operate a vehicle. saving cars to maximum, the eco friendly cars. liking. There will be color indica-
sonal information themselves. Furthermore we also need their user will only see electric cars tors showing whether its a private
credit card information, for on the map when they look for owner, a free float car sharing ser-
future trip bills. a car. The user can always go vice or a eco friendly car. There
and change the settings if their will also be an option to see your
needs change along the way. personal profile, plan a route, or
change the settings on the car
being displayed on the map.

Fig. 5.3: Get a Car platform - wireframes. 1-5

22
5.2.1.1 - The App

Step 6: Step 7: Step 8: Step 9: Step 10:


The user can see a list of the The user can also choose to When the user taps a car on If the user chooses a peer-to-pe- If the car owner has a smart lock
available cars in the area around make a booking of a car for a the map, a info field will pop up er car on the map, system, the user will get a code
them, and some characteristics predetermined trip. By pressing from the bottom of the screen, they have to type in the adress, to unlock the car.
of the car. the cross air in the upper right showing some basic information this is to give the car owner a
corner, they can fill in relevant regarding the car they pressed. sense of security and giving
information regarding the trip They can also book straight from them an option to see where
they want to book and choose this window. there car is.
a car from a list of the available
options.

Fig. 5.3: Get a Car platform - wireframes. 6-10

23
The user can also choose to sign up as a car
PRODUCT A well designed and useful platform that collects data from all the peer-to-peer as well as free-oat car sharing services.
owner and set their car available for hire from Making it easy for the user to nd a car at the exact moment they need it.
Making car-sharing, easy and accessible for more people.
other users, and with a few steps gain access to SafeFleets current technology (telematics) and their products will also be marketed to clients, these products will be marketed as
thousands of possible renters. a way to keep your car safe and keep track of the amount of rides etc.

The main feature of the platform is the


Since the service will be an app, and a website the initial download will be free. With every trip a certain percentage will be
One single sign-up for car sharing vendors PRICE
withdrawn. The telematic products in the dierent cars will still sell as usual - but the range will change. The price of the actual
service will dier according to the car the user decides to use. Pricing model will be: Cost plus pricing (total cost of production +
Before: 25 sign up. Now One sign up. getting the service to the customer + %mark-up) and consumer led pricing (researching customer base - what would they nd a
fair price)
Description + wireframes of signup

PLACE
Marketing Mix (7Ps) App store, Google Play etc. The app will be downloadable from the main providers. As well as accessible from a website.
Online sales from SafeFleets website.
Marketing is communicating the value of
SafeFleets new product/service to new custo-
mers and users. By communicating the value to PROMOTION The customer will nd out about the new service through advertising. Dierent campaigns will run on dierent platforms such
the users, they would in turn make use of the as blogs, magazines, on the spot (bus stop), the rst ride is free campaign, SEO campaign, bloggers, Instagram and events. All of
these will keep the targeted segment in mind and be planned accordingly. Dierent promotions according to the time of day or
service to improve and simplify their life. the length of the trip can also be incorporated.

Techniques used in marketing includes choosing PEOPLE


People involved in selling and supporting the new service will be - advice and sales support as well as customer service.
the right target market and market segmentati- To get the platform up and running we will have to have certain deals with the dierent peer-to-peer and free-oating providers,
on. As discussed in the chapters above, we have making their cars available on the platform.

already analysed the data and chosen a target


audience. Through data we could analyse and PROCESS
The process is looking at how it all ts together and how our service will get to the user as well as how the process will be
managed. The user will download the app - from the rst time they will sign in and insert certain preferences. These preferences
understand consumer behaviour and thus crea- will be remembered and used as part of the service, ensuring quality during the use of the app. The process will be able to make
it easy for the customer to get hold of a car when they need it. Card details will be added on the application and in that way the
ting the perfect mix for our marketing strategy. customer will be able to book a car with one button.
Another process will be dierent users signing up - either being an owner of a car or someone that will make use of the service
(borrowing a car). Users are registered and are able to choose a vehicle that suits their need in any situation.
The marketing mix will be used to describe how
PHYSICAL
different marketing channels will be used to- EVIDENCE Physical evidence which proofs that the service has hit the market successfully will be the app and the amount of users on the
gether and deployed to the market. dierent applications. As well as visitors to the website. Advertisements will be visible at dierent locations fx. bus stops,
shopping centers as well as magazines and blogs.
(See Appendix 9)

Fig. 5.4: Get a Car platform - wireframes. 6-10

24
4 7 bike tire is flat and the user is late for a meeting
etc.
luation Loyalty
e eva
tiv
Ac 3. Initial Consideration - exposed to car sharing ads
In this phase 75% of the users are only listening
D
ec 5 and not acting(Bjerregaard-Knudsen, p. 8), so
id
es it is important to leave a footprint in the users
to
us mind. The users are reached through multiple
The journey of e Keep the car
G channels to ensure the users will think of Get a
the car rentee et rentee satisfied
1 a Car when they need transportation. To accom-
O ca
m ut r plish this, outdoor branding is strategically placed
2 ar of
ke
t around Berlin, where the users need transportati-
3 Tr
In

ig 6 on. Get a car is advertised on social media, where

e
g
it i

nc
lc er ie
a

on er our target group is highly represented. (Brandwatch.


sid
e r ati C ar sh arin g exp com). The most relevant influencers in Berlin is
on
used to spread the content / messages and in-
Fig. 5.5: OMD ECO-SYSTEM
crease awareness towards the target group.

4. Active evaluation - search of information


The ECO-SYSTEM the state of never had heard of car sharing to
Get a car has been exposed to the user through
For the users, the decision making process is not the state where the user will recommend Get a
the different channels and now the user takes
linear, but it takes a more complex shape. To vi- Car to friends and family. The marketing plan is
action. The user will research on car sharing, and
sualize the users journey in relation to the mar- described in the seven steps below.
realize car sharing is a reasonable alternative to
keting campaign from the beginning to the end,
buying or leasing a car. Googles search results
we use the OMD ECO-SYSTEM (Bjerregaard- 1. Out of market - Never used car sharing before
will provide the user with a lot of different car
Knudsen). See appendix 10 for full OMD Eco- The user has never used car sharing before, but
sharing options in Berlin. Google AdWords are
system description) has only tried alternative transportation options:
used efficiently and with relevant keywords with
The seven-step model is inspired by the symbol bike, bus, train, metro etc.
the least competition (Appendix 8.11). The user
of infinity, which indicates the process of deci-
will notice that only one sign-up is necessary to
sion making goes on forever: New offers and 2. Trigger - in need of car sharing
access 25+ car sharing vendors. For returning
services might appear, and the user might start The user is triggered when the user is in need of
visitors remarketing is used to make a persona-
all over, if the product or service is not fulfilling transportation in certain situations: When he/she
lized message based on the users actions from
the users needs. The marketing strategy for is waiting for the bus, is going to IKEA, going to
the previous visit.
Get a car is based on the users journey from the airport, planning a weekend trip, when the

25
5. Purchase decision - decides to use Get a car 7. Loyalty
The user might already have discussed the app If the user is satisfied with the car sharing
with friends, who uses car sharing in Berlin, or experience, we expect the user to use the app
asked for recommendations. The app is laun- again for other situations where the user needs
ched in the summer, but in autumn and winter transportation. To avoid the user to book a car
outdoor marketing is used more aggressively, through the car sharing vendors, we keep the
because we want to reach the customers when customer on track of Get a Car assets by sen-
they really need to get a car, or at least are tired ding monthly newsletters and try to reach the
of standing in the rain, sleet and snow, while customer through social media channels with
waiting for a bus or taxi. Beside of promoting the relevant content: How the users are improving
convenience, flexibility and low price, we also the environment, the increased of numbers of
make sure to promote how car sharing contri- shared cars, user stories etc. People tend to trust
bute to a greener and more sustainable world. recommendations from friends and family (The
Nielsen Company), so we aim to make the users
6. Experience - keep the customer satisfied ambassadors for Get A Car, taking advantage of
The user has downloaded the app and has made word-of-mouth marketing. To keep the brand
the first booking of a car. In this phase we have relevant for the target group, ads and messages
to keep the user satisfied, otherwise the process in the branding material can be more etchy and
will starts all over, but it will be harder to reach funny in this phase, and less about the main
a user who have had a bad experience. The app functions of the platform.
provides the user with information about where
to park nearby the end destination. The user will
receive a message after ended trip: Thank you
for using Get a Car - together we are creating a
greener future! The user is asked to rate the car
sharing vendor and overall service to improve
the user experience for other users, but also to
make the users feel that their opinions matters.

26
6. CONCLUSION

27
6.0 CONCLUSION It is obviously a great asset that SafeFleet has the
To conclude we The best market for SafeFleet to As soon as more users realizes the benefits of opportunity to make telematics that will match
enter is the german market, because the german using a overall service that can provide them the service, in order to ensure the trips will be
government as well as the potential users here with the opportunity to compare solutions safe for both renter and owner. The ideal future
has a positive attitude towards car sharing, and and prices more will start favouring SafeFleets scenario would be that a big number of cars will
knows it already. In Berlin Safefleet has an op- platform. drive around with automatic lock-systems and
portunity to help reduce the number of unused speed/gas monitoring devices.
cars by increasing the use of car sharing. As most of SafeFleets direct competitors sell
themselves on low costs, Safefleet can differen-
We ended up with a target group women tiate by being a unique product - this means
because they are the fastest growing market. At the solution is flexible, easy to use and always
this point men owns the majority of car sharing available for the users.
usage, but women have been showed more
interest. The target group has busy lives in com- 6.1 PERSPECTIVATION
mon and could therefore benefit from having The shared economy mentality is growing all
the flexibility of combining the different carsha- over europe, with the users demanding for new
ring offers in one solution. and more sustainable solutions as alternatives to
the product we already know.
To meet those user needs Safefleet can provi- As a result a lot of companies are trying to dis-
de a shared service for the different carsharing rupt themselves by providing the users with new
providers. By collecting all car sharing vendors in solutions connected with their already existing
a single platform they can provide users with an products. This means that if SafeFleet succeeds
improved solution, that will ease the process of with being the go-to solution within the car
choosing car sharing. This means that Safefleet sharing market, a very central part of the shared
becomes an asset to the users, but also to the economy tendency, they we land a big market
existing car sharing vendors. This combined with share and a lot of loyal customers.
SafeFleets opportunity to sell the car sharing So to be the first to connect all these different
market safe digital lock systems and telematics providers is a strong place to start. Slowly as the
to monitor their cars from a distance, gives them solutions popularity grows in Germany it can be
a strong place in the market. The service will implemented in other countries in Europe. To be
be advantageous for all stakeholders, and at the present in different countries within Europe will
same time put Safefleet on the market and crea- create a whole new market for tourists a well.
te awareness around car sharing.

28
29
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30
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Available: www.carzapp.net Accessed: Web. 1 May 2017. Smallbizlabs.com PWCs 2017 Sharing Economy Predictions.Small Business Labs.
N.p., 2017 Available: http://www.smallbizlabs.com/2017/02/pwcs-2017-sharing-eco-
Drivy.de, Autovermietung Und Privates Carsharing Gnstig. Drivy. N.p., 2017. nomy-predictions.html
Available: www.drivy.de Accessed: Web. 1 May 2017. Accessed: Web. 10 May 2017.

Emmy-sharing.de, Home - Emmy-Sharing. N.p., 2017. Snappcar.de, Snappcar Germany. Snappcar.de. N.p., 2017.
Available: www.Emmy-sharing.de Accessed: Web. 2 May 2017. Available: www.snappcar.de Accessed: Web. 1 May 2017

Entrepreneur.com Emerging Trends In The Shared Economy Space in 2017 Shareable.net New Research Confirms Carsharings Rapid Worldwide Growth.Shareable.
. Entrepreneur Media. N.p., 2017 N.p., 2017 Available:
Available: https://www.entrepreneur.com/article/286111 http://www.shareable.net/blog/new-research-confirms-carsharings-rapid-worldwide-growth
Accessed: Web. 10 May 2017. Accessed: Web. 10 May 2017.

E-wald.eu, Startseite | E-WALD - Experts In E-mobility. N.p., 2017. Stadtmobil.de, English : Stadtmobil.De.. N.p., 2017.

32
Available: www.stadtmobil.de Accessed: Web. 2 May 2017. Accessed: Web. 10 May 2017.

Statista.com Worldwide car production through 2016. Statista. N.p., 2017 The guardian.com The Guardian view of the car industry: an electric future. The guar-
Available: https://www.statista.com/statistics/262747/worldwide-automobile-producti- dian. N.p., 2017 Available: https://www.theguardian.com/commentisfree/2017/mar/06/
on-since-2000/ Accessed: Web. 10 May 2017. the-guardian-view-of-the-car-industry-an-electric-future
Accessed: Web. 10 May 2017.
Statista.com Share of households that own a car in Europe in 2015. Statista. N.p., 2017
Available: https://www.statista.com/statistics/685932/percentage-households-own-car/ The guardian.com Samsung self-driving cars take fight to Apple, Uber and Googles
Accessed: Web. 10 May 2017. Waymo.
The guardian. N.p., 2017 Available: https://www.theguardian.com/technology/2017/
Statista.com Passenger cars - major producing countries 2015. Statista. N.p., 2017 may/02/samsung-self-driving-car-challenge-google-waymo-apple-uber
Available: https://www.statista.com/statistics/226032/light-vehicle-producing-countries/ Accessed: Web. 10 May 2017.
Accessed: Web. 10 May 2017.
Uber.com, Uber In Berlin. Uber in Berlin. N.p., 2017.
Statista.com. Internet usage via mobile phone or smartphone in Germany 2013-2016. Available: www.uber.com/info/uber-in-berlin Accessed: Web. 1 May 2017.
Statista. N.p., 2017
Available: https://www.statista.com/statistics/425241/ Vulog.com, VULOG | Global Leader In Carsharing Technologies. Vulog. N.p., 2017.
internet-usage-via-mobile-or-smartphone-germany/ Available: www.vulog.com Accessed: Web. 1 May 2017.
Accessed: Web. 10 May 2017.

Statista.com. Eservices. Statista. N.p., 2017


Available: https://www.statista.com/outlook/261/137/eservices/germany#
Accessed: Web. 10 May 2017.

Spiegel.de Car-Sharing Gears Up in German Cities.Spiegel International.


N.p., 2017 Available: http://www.spiegel.de/international/zeitgeist/car-sharing-increa-
singly-popular-in-german-cities-a-913891.html
Accessed: Web. 10 May 2017.

Techchurch.com Mercedes-Benz expands car sharing service Croove beyond


pilot phase. Techchurch. N.p., 2017 Available:https://techcrunch.com/2017/04/24/
mercedes-benz-expands-car-sharing-service-croove-beyond-pilot-phase/
Accessed: Web. 10 May 2017.

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Available: http://www.tradingeconomics.com/germany/gdp-per-capita-ppp
Accessed: Web. 10 May 2017.

Theguardian.com Two-wheel takeover: Bikes outnumber cars for the first time in
Copenhagen
.The guardian. N.p., 2017 Available: https://www.theguardian.com/cities/2016/nov/30/
cycling-revolution-bikes-outnumber-cars-first-time-copenhagen-denmark

33
8. APPENDIX

34
1 - PESTEL Analysis economy gives, but the non-users have concerns on the commercialization
of peer-to-peer sharing. The people are accepting car sharing as a another
Political factors transportation option to the old traditional means, but the interaction bet-
At the moment sharing economy in general, including carsharing operates ween peers should still be kept in mind, instead of coming across as a big
in a lot of grey areas regarding taxes, health, and security(sharingskills.eu). money making company.
So at the moment there is no uniform strategy for the German government
on how to handle sharing economy(sharingskills.eu). But recently a new law Technological factors
has been passed that benefits carsharing(fleeteurope.com). The laws secu- At the moment electric cars are a minority on the road, but are growing
res extra parking spots for car sharing vehicles, the chance to remove or in numbers, as they become increasingly more practical, affordable and
lower parking fees, among other things. having longer ranges(theguardian.com/electric-future ), and with multiple
So even though there still is some grey areas in the legislation regarding car companies testing self driving cars(theguardian.com/uber), the technology
sharing, there some to be some goodwill among the politicians towards it. is rapidly evolving. With a peer-to-platform where part of the cars offered
by the users, we cant ensure that the cars available are cutting edge te-
Economic factors chnology. Wireless smart-locks allowing the user to access the car without
The German economy have been steadily rising since the economic crisis keys, benefits the car sharing industry, especially the free floating car sharing
in 2009, and the German citizens annual income has increased(tradingeco- business, because the user do not have to interact with employees or go to
nomics.com). Berlin is placed as number 286 on German purchasing power a specific station to pickup to the keys.
rank index(gfk.com), so the population of Berlin is not among the wealt-
hiest in Germany, but they are also experiencing a rise in their economy. Environmental factors
What Berlin have compared to other big cities in Germany, are the amount Compared to some of the competitors, we can not boost the same level of
of tourists. Berlin is ranked as the number 1 urban tourist destination in green mobility.
Germany with an astonishing number of 12,7 million visitors in 2016(busi- Companies like DriveNow, Multicity and other car sharing services that
nesslocationcenter.de). The tourist contributes to the growing economy by consist entirely of electrical vehicles, and as mentioned earlier the users and
spending money while they are on vacation, this also includes the costs of non-users expects environmental gains from carsharing, which we cant
transportation. ensure with a peer-to-peer platform. But our solution can instead help with
the congestion of cars in Berlin, on reduce the numbers of cars on the stre-
Social and cultural factors ets. This in turn will decrease pollution and increase sustainability.
A study shows that about a quarter of the German population is classified as
co-consume receptive(sharingskills.eu), meaning that they are open to sha- Legal factors
ring economy in some way. With government also opening to car sharing, As mentioned in Political factors there are a lot of grey areas in car sharing
there could be a cultural shift in the future on how we perceive transporta- legislation, but the new law that has come into existence in april 2017, have
tion. Another study made in Germany on peer-to-peer sharing, shows that shown good-will towards car sharing.
users and non-users alike shows a positive attitude towards the financial
benefits, positive social effects and environmental gains(ioew.de) sharing

35
2 - Competitive landscape of car sharing: The different types service (Le Vine, Zolfaghari and Polak p. 6). Ex. Cambio, Stadtmobil,
of car sharing Multicity(citroen), CiteeCar, Ewald.

Peer-2-peer: B2B
Rent a car: Decentralised fleet. Private individuals are renting out their per- The B2B business in car sharing is considered to be a fairly large busines-
sonal car not owned by a central operator. The business model requires a s(source), so it needs to be taken into consideration, but for this project we
lot of different individual service providers. Examples of this business model will focus on the B2C-market.
in Berlin: Croove (Mercedes-Benz), Tamyca, SnappCar, CarZapp (Le Vine, We will not dig deeper into this, but have it in mind during the project.
Zolfaghari and Polak p. 5).
Corporate car sharing
Ride-sharing: Allows Employees of a business to access the business car sharing ve-
This business model allows user to join a ride from A to B. If a user has a hicles(Shaheen, Susan).
designated destination, the user can offer other users the resisting seats in
Peer to peer - Ride-sharing
the car to other travellers for a relatively small fee. Examples of this business
model i Berlin: BlaBlaCar, Drivy.

1. Owner of a car 2. Users can join 3. The users book and 4. The user and owner
B2C: One-way and Round trips offers ride for a speci-
fic destination
the ride pay using an app. rates each other in
the app.

Round trip: The users reserve a car before they wish to use one via smartp-
Peer to peer - Rent a car

hone apps or a dedicated website. Often the user specifies both the time at
which they wish to begin their reservation and its duration. The user must
return the car to the same station, from which the user left, but the users 1. Owner of a car is not
using his/her car for a
2. Other users can
rent the car for a
3. The users book and
pay using an app.
4. The users have to meet
and exchange keys befo-
specific period. specific amount re and after use.
are not restricted by a specified geographic zone. (Le Vine, Zolfaghari and of time.

B2C - Roundtrip
Polak p. 6).

1. Company offers to 2. Users can rent 3. The users book and 4. The users have to
Point-to-point free-floating carsharing (flexible carsharing): rent out cars from a the car for a specific pay using an app. return the car to the
specific location amount of time. pickup spot.
This business model allows one-way journeys within a specified geographic
zone.Usage is typically spontaneous: often the car is not reserved at all, or Point-to-point free-floating carsharing (flexible carsharing):

at least only reserved a few minutes in advance. This service often allows
on street parking. Examples: Vulog, Maven(coming soon), GreenWheels. 1. Company has a fleet 2. Users can sponta- 3. The users unlock 4. The user leave
of cars within a speci- neously rent the carr and pay using an app. the car wherever
fied geographic zone. when they see one. they want within the
specified zone

Point-to-point station-based carsharing:


Point-to-station free-floating carsharing
The user picks up a car from one parking station and returns it to another
station. Often the stations has fixed infrastructure at the parking stations,
including charging points for electric vehicles and kiosks for customer 1. Company has a
fleet of cars located at
2. Users can rent
the cars and pay pr.
3. The users unlock
and pay using an app.
4. The user has to
return the car to
designated stations. min. of use from the specified stations.
stations.

36
3 - Competitive landscape of car sharing: 4 ring target model
analysis

Same product: Peer-to-peer carsharing vendors in Berlin


This category is categorized by peer-2-peer vendors in Berlin using the
rent-a-car or ride-on business models. Berlin has four major vendors in
peer-2-peer carsharing; Tamyca, Drivy, Croove and SnappCar. The biggest
vendors are Drivy and Tamyca. Drivy is available in six countries: Great
Britain, Germany, Spain, Poland, Netherlands and Belgium. Tamyca is only
available in Germany. The best rated app Is the app Croove, created by
Daimler / Mercedes-Benz. Unfortunately SnappCar was not working during
the tests of the different vendors websites. BlablaCar is also offering cars
sharing in Berlin, but it only offers the ride-on business model, like GoMore.

Same Category of products: Car sharing vendors in Berlin


This category is categorized by companies who offers B2C car sharing
within following business models: Round-trip Carsharing, Point to point Free
floating car sharing, Point to point Free floating Station based carsharing. So
far we have found 17 different carsharing services in Berlin, who are basically
offering the same service. Some offers electric cars, some offers hybrid cars
and some offers regular cars. The price varies, and it is difficult to find a total
overview of the different services and prices in Berlin.

Products covering the same needs


This category is categorized by services who offers the user to travel from
A-B; Bike rentals, Metro, train, taxis, busses, flight etc.

All other products


This category covers all products the user are able to buy in Berlin. We do
not cover this part, because we consider it irrelevant in this context.

37
4 - Competitive landscape of car sharing: Spider chart analysis
Based on specific search: Jonasstrasse may 5h. Departure at 8 am, return may 6th.

Fleet size Price


100
Peer-2-peer:
90

Drivy 80
Fleetsize: 8/10: 200 + available cars for specific search. Some has telematic equipment installed.
70
Functionality: 8/10
Easy to use, Additional filtering options for Baby seats, GPS, Air conditioning, Bike rack, Roof box, 60
Cruise control, Snow tires, Snow chains. Rating of users. 50
Price: 7/10: From 18/day for specifiec tour. Starts at 15
Apprating: 6,7: iOS: 2,5/5 Android: 4,2/5, avg.: 3,35/5 = 6,7/10 40

Dowloads: 9: iOS: N/A Android: +100.000 30


Users: 850,000 in (Europe) nr. of reviews: 3.304 (Google Play) 20

10

Croove Functionality
(website) app rating
Fleetsize: 5/10: 50+ available cars for specific search. None with telematics.
Functionality: 7/10: Easy to use, but no rating of users.
Price: 5/10 From 26/day
Apprating: 9,2 iOS:N/A Android: 4,6/5 = 9,2/10
Dowloads: 6: iOS: N/A Android: 1.000 - 5.000
Users: Nr. of reviews: 22 (Google Play)

Tamyca
Fleetsize: 9/10: 300+ available cars for specific search. None with telematics.
Functionality: 9/10: Easy to use, but rating of users, showing distance from prefered adress.
Price: 4/10 From 32/day
Apprating: 7/10: iOS:2,5/5 Android: 4,5/5 = avg.: 3,5/5=7/10
Dowloads: 7,5: iOS: N/A Android: 10.000 - 50.000
Users: Nr. of reviews: 128 (Google Play) Nr. of users Number of
downlaods

Fig. XX: Spider Diagram: Differences of carsharing vendors in Berlin

38
5 -Porters five forces that the users are interested in solutions that saves the environment and
Intensity of rivalry within the Industry: money. Therefore a lot of companies within the car industry are trying to
The competition to be the best and most used car sharing app is high. The tap into this phenomena so that they wont lose revenue.
rivalry is mainly focused on market share, locations and easy accessibility. There is relatively low entry barriers to enter the peer-to-peer carsharing
Our focus is peer-to-peer carsharing, but because floating car sharing is market, because it basically only requires an app or an online platform,
more accessible due to the telematics technology, the ability to unlock cars and it has shown in the number peer-to-peer services that has launched
using smartphones - see fig. XXX(use of telematics) SLET, we consider free through the last couple of years. For free floating car sharing vendors the
floating car sharing companies as major threat for the peer-to-peer vendors. entry barriers are higher, because it requires a fleet of cars, software, know-
(carsharing-news.de ) ledge about infrastructure, permissions, charging stations etc.
The number of vendors shows the citizens of Berlin are ready to use car In 2017 Maven(Opel), BeeZero and SnappCar are getting ready to launch car
sharing services and knows what it is all about. To get a market share sharing platforms to use in among others, Berlin.
Safefleet has to differentiate and do something new to compete with the
existing rivalry within car sharing. Bargaining power of buyers (end-user):
The end-user in the peer-to-peer carsharing industry are the owner or the
Threat of substitute Products: rentee (see fig XX). As a new player in the German car sharing market it is
Within the transportation sector in Berlin there is a lot of substitute products. important that we look at who we want to target. As the shared economy
There is public transport options including the U-bahn, S-bahn, busses and grows the users have a lot of interest and power to influence the car sharing
tram(berlin.de). That can be a threat when it comes to everyday transporta- market. A lot of users may already have a favorite app, but they can easily
tion, because of prices and convenience. switch between providers without any economic consequences. Because
Direct substitute products are Taxa and Uber(berlin-guide.dk). These sub- of the high level of bargaining power, it is important to maintain high level
stitute products are closer to the car sharing industry and therefore bigger of service and keep a good relationship to the customer or they can easily
threats. Safefleet can differentiate from these are by putting emphasis on find an alternative to our service.
that car sharing gives you opportunity to drive yourself without a driver.
Bargaining power of suppliers:
Other not direct substitute products are bikes, to walk, scooter and buying The main suppliers in the peer-to-peer carsharing markets are the car ow-
car. For most bikes and walking can easily become a direct threat to our ners, who wants to rent out their private cars. They form the foundation of
service if we are not able to provide it within a close proximity of the user. any peer-to-peer car sharing service, and as result of this they have a very
Scooters might be a thread, but only in situations where the user has to go high bargaining power, and we should aim to keep them pleased. Safefleet
alone with no luggage. Depending on the users living situation (fx, if they has the ability to code, produce and execute, because they have in house
are single, married, parents etc.) buying a car can also become a more dire- technology and employees to deal with the setup and maintenance of the
ct threat. car sharing solution

Threat of new Entrants: Sub conclusion Porters five forces:


Shared economy is growing and a lot of companies can see the idea and The rivalry in the car sharing market is big. SafeFleets biggest competition

39
lies within the free-floating car sharing services, because of the digitalized 7 - ST(P) Strategy and taget analysis
lock systems and their number of locations in Berlin. Therefore SafeFleet has In the following section we will, based upon the current user insights, and
to focus on their ability to implement a digitalized lock system in rentable the Lowe Friends Women Analysis(xx.xx), discover how to create a go-to-
private cars and that these are placed all over the city. market strategy for Safefleet. To structure the process we will use the STP
In Berlin there is a lot of substitute products to car sharing such as pub- model, as it is described by Andersen a.o. (2012: 340:376).
lic transportation or taxa services. To differentiate themselves from these
SafeFleet will have to focus on the opportunity to drive yourself without a Segment analysis
chauffeur. There is a lot of new entrants in the car sharing market because In the situation analysis we stated that 86% of the carsharing users were
many companies wants to be part of the shared economy trend. SafeFleets early adopting men, who had a higher educational background and a
product must give the users something they cant get anywhere else. monthly income above 4.000 . This analysis were based upon a study
The bargaining power of the end-user is big because if the customers are from 2013.
unsatisfied they can easily switch service without any costs and on their
phone right away. To secure a good level of customer satisfaction SafeFleet Another study was made in 2016, by Dr. Flemming Giesel and Dr. Claudia
has to maintain high level of service at all times. Nobis who, on behalf of the German Aerospace Center & Institute of
The suppliers, that being the private car owners, power is really big. They Transport Research in Berlin created a research on the impact of carsharing
have to be willing and save with sharing their private cars. This SafeFleet services in Germany. This study showed that nothing, regarding the avera-
can ensure by offering them a save keyless digital lock system and by giving ge user characteristics, have changed since the first study was made. The
them the opportunity to monitor their cars easily from a distance. average car sharing user is still a man with a university degree and full time
work.

6 - Client brief mission + vision: screendump af PDF! Women across the globe will continue to gain economically and drive fun-
damental change in markets. The rewards for those companies that serve
women well will be enormous

Boston Consulting Group

Based upon an american and international analysis, it is stated that womens


buying power is increasing all over the world. But at the same time, it also
shows that women doesnt feel sufficient targeted, especially in the financial,
technical and automotive fields of business. On this behalf the Scandinavian
advertisement company Lowe Friends made an analysis of the buying
behavior, needs and challenges between the sexes, and with a special focus
on women. The analysis is based on 4.826 interviews in Scandinavia, and
shows how we can communicate to women. (Lowe Friends: 2014).

40
In general women finds that they are poorly product developed for, and
We would like to target women because they are the fastest growing poorly communicated to, when it comes to businesses as the automotive,
market based on results from different analysis done in Europe and other finance and electronics.
parts of the world. Women are more stressed on a daily basis and spend Only 26% of the women feel that the automotive businesses understand
more time on family activities, therefore they need a helping hand with the their needs(Ref?).
everyday tasks. Women are also a large growing market and show a huge
interest in car sharing and the possibilities in that field (Lowe Friends: 2014) As said, the women are in desperate need for help to manage their daily
lives, and smart companies have managed to use this in their communicati-
Women are the worlds fastest growing market on. When asking the men and the women which commercials they find the
Trends and tendencies often occurs in USA, and as Lowe Friends describes most appealing, the women have a tendency to choose the commercials,
in their analysis, the last decade has shown the benefits in understanding that can help them in the daily life.
the differences between the sexes. In this section we will cover the female
users demands and preferences regarding product development and com- Besides from the obvious love for the helping hand, Peter from Leasy, the
munication (Lowe Friends: 2014). women prefer that commercials displays how the product can be at use
in a relevant and realistic context. They enjoy a good and humoristic sto-
Results rytelling, and that the commercial also tell about the technical features,
Women are no longer sitting in the backseat when it comes to taking functionalities and opportunities that comes with the product. The women
decisions in the traditional male dominated areas. 85% of the women have were also asked what they thought about commercials in general, and
influence when it comes to choosing cars. 94% when it comes to choosing commercials targeted at women. The answers were that the women think
electronic devices, and 94% when it comes to banks and private economy. that commercials in general display surreal and overstated realities with
unrealistic ideals and nothing they would like to share with their surroun-
The main difference between the sexes are that women tend to be more dings. When it came to commercials targeting women directly, the women
stressed than men, and when they give birth the stress level is furtherly found that the commercials consisted of the same unrealistic ideals, that
increased. The women also spend more time on family activities, cooking, everything were to pink and feminine and that the communication holds
cleaning and in general every day practical work. Women are in need of on to an outdated role division of the genders.
help to handle these everyday tasks, and they also need to be listened to.

Besides from being much more stressed on a daily basis, the women also Women are interested in carsharing
finds joy in different things than men do. The main joy creators for women In 2015 Statista asked 500 men and women, it they had an interest in
are time with the family, time with friends, time to social activities, getting carsharing offers, and the positive response was that more than half of the
the economy to cover the everyday costs and surprise - time for shopping. women were interested in carsharing offers in general.
The main challenges the women experiences is that they simply doesnt
have enough time.

41
Psycho Graphic parameters
Segmentation Criterias To determine the psychographic parameters we will take use of Henrik
To decrease the target group, and to create a homogene user group, that is Dahls Minerva Model, where we focus on the values within the blue and
possible to reach, measure and create profit on, we will use the B2C seg- green segment, were the consumers are classified as having a higher
mentation criteria as they are described by Andersen a.o. (2012: 347). education, high prestige, middle to high income. The most important values
regarding this target group are free spirit, consumerism, equality, environ-
ment, technology, empathy and a balanced worklife.

Sub conclusion: Target Group Strategy


During this analysis we have established that we want to make as many
women use the carsharing services as men. Today the users consists of
86% males, and we want to target women, as they are the fastest growing
market in the world, and they are shown to have an interest in carsharing
services.
To meet the demand of the women, we will address their need for help in
their stressful daily life, by creating concept and a marketing campaign that
display how easy it can be to use carsharing service, and how it can give
them more time to shop, and to do the things that gives them joy. To meet
the demand of the current users, we will create a solution, that provides a
better flexibility by combining the different carsharing offers in one solution.

8 - Business Model Canvas and Value Proposition


SafeFleets current business model is based on the products they sell, since
we will be moving into another segment and start providing a service it was
needed to take a look at the current business model and adjust it. To be
Geographic parameters able to do a Value proposition canvas and determine where Safefleet will be
People who live or work in the city of Berlin. able to provide a service that will be able to focus on the customer and their
needs, we needed to find the new value proposition on the business model
Demographic parameters canvas.
Primarily females, in the age between 30 and 50. They may or may not By doing a Value proposition we can describe the benefits customers can
have kids, and they have a monthly income above 3000. Secondary we expect from the service Safefleet will introduce to the new market. The
will target men, who lives up to the same criteria. value proposition canvas will help to clarify the customer understanding
and describe how Safefleet intend to create value for that customer.

42
The value proposition map helps describe the specific service, breaking the of the customer established by looking at the customer pains and gains.
value proposition down into the service, pain relievers and gain creators. The service will provide advantages for all the users as well as be a way for
The customer segment describes a customer segment in SafeFleets busi- Safefleet to get their product on the market, and earn on it. Their services
ness model. By breaking the customer down into their jobs, pains and gains will include managing the platform
it helps to achieve our goal. The goal in the end being, creating a service
that acts as pain relievers and gain creators that matches the jobs, pains and Pain Relievers:
gains of the customer. The pain relievers describe how the service offered can alleviate the pains
described earlier.
Customer Jobs: Outlining how the service intends to reduce the pains and make life easier
The customer jobs describes different tasks that the customer are trying to for the customer. Making a service that is flexible and shareable peer-to-pe-
get done, these tasks are important aspects of the customer. Taking a part er car sharing reliefs pains such as economically making it possible for the
of their day, these actions could include everyday activities or activities that customer to have a car without having a large income, and without having
occurs every now and then. to save up for the deposit or monthly instalments. Making it possible to have
The context in which the customer jobs are performed are taken from the a car when you need a car and only pay for the time you use the car. Thus
segment in Berlin and in the context of transport while they are at work, or also having an impact on the environment and helping the city be more
while they are in the city. green.

Customer Pains: Gain Creators:


These pains describes something that makes life complicated for the custo- This describes how the service creates customer gains. This outlines how
mer, and thus stopping them from being able to get the job done. Pains are Safefleet and the service provided will produce an outcome that the custo-
functional (not having a parking space in the city), emotional (cars are not mer expects, desires or would be surprised by. This includes the functionali-
environmentally friendly) or ancillary (dont use a car often enough). ty of the platform and the social gains from using the service, as well as the
cost savings involved, all of these creating gain for the customer and there-
Customer Gains: by setting Safefleet service apart from the other services.
The gains describe the outcome and benefits the customer wants. The
required gains are gains without which the solution wont work, for example 9 - Marketing Mix
being able to access the platform from their smartphone. Expected gains,
the basic gains expected from the solution in this case arriving as quick as Marketing is communicating the value of SafeFleets new product/service to
possible. This also includes desired gains, gains that achieves more than new customers and users. By communicating the value to the users, they
what the customer expected, making it possible for the customer to have a would in turn make use of the service to improve and simplify their life.
car when they need a car.
Techniques used in marketing includes choosing the right target market and
Product and Services: market segmentation. As discussed in the chapters above, we have already
The service provided by Safefleet will be something that covers the needs analysed the data and chosen a target audience. Through data we could

43
analyse and understand consumer behaviour and thus creating the perfect bloggers, Instagram and events. All of these will keep the targeted segment
mix for our marketing strategy. in mind and be planned accordingly. Different promotions according to the
time of day or the length of the trip can also be incorporated.
The marketing mix will be used to describe how different marketing chan-
nels will be used together and deployed to the market. PEOPLE
People involved in selling and supporting the new service will be - advice
PRODUCT and sales support as well as customer service. To get the platform up and
A well designed and useful platform that collects data from all the pe- running we will have to have certain deals with the different peer-to-peer
er-to-peer as well as free-float car sharing services. Making it easy for the and free-floating providers, making their cars available on the platform.
user to find a car at the exact moment they need it. Making car-sharing,
easy and accessible for more people. Users also has the possibility to sign- PROCESS
up on the platform and cut out the middleman(other providers). The process is looking at how it all fits together and how our service will
SafeFleets current technology (telematics) and their products will also be get to the user as well as how the process will be managed. The user will
marketed to clients, these products will be marketed as a way to keep your download the app - from the first time they will sign in and insert certain
car safe and keep track of the amount of rides etc. preferences. These preferences will be remembered and used as part of the
service, ensuring quality during the use of the app. The process will be able
PRICE to make it easy for the customer to get hold of a car when they need it.
Since the service will be an app, and a website the initial download will be Card details will be added on the application and in that way the customer
free. With every trip a certain percentage will be withdrawn. The telematic will be able to book a car with one button.
products in the different cars will still sell as usual - but the range will chan- Another process will be different users signing up - either being an owner of
ge. The price of the actual service will differ according to the car the user a car or someone that will make use of the service (borrowing a car). Users
decides to use. Pricing model will be: Cost plus pricing (total cost of produc- are registered and are able to choose a vehicle that suits their need in any
tion + getting the service to the customer + %mark-up) and consumer led situation.
pricing (researching customer base - what would they find a fair price)
PHYSICAL EVIDENCE
PLACE Physical evidence which proves that the service has hit the market succes-
App store, Google Play etc. The app will be downloadable from the main sfully will be the app and the amount of users on the different applications.
providers. As well as accessible from a website. Online sales from SafeFleets As well as visitors to the website. Advertisements will be visible at different
website. locations fx. bus stops, shopping centers as well as magazines and blogs.

PROMOTION 10. OMD ECO-SYSTEM


The customer will find out about the new service through advertising.
Different campaigns will run on different platforms such as blogs, magazi- 1. Out of market - Never used car sharing before
nes, on the spot (bus stop), the first ride is free campaign, SEO campaign, The user has never used car sharing before, but has only tried alternative

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transportation options: walk, bike, bus, train, metro etc. single car sharing vendor is collected in one platform. The user will also
notice that only one signup is necessary to access 25+ car sharing vendors.
2. Trigger - in need of car sharing For returning visitors re-marketing is used to make a personalized message
The user is triggered when the user is in need of transportation in certain based on the users actions from the previous visit.
situations: When he/she is waiting for the bus, is going to IKEA, going to the 5. Purchase decision - decides to use Get a car
airport, planning a weekend trip, when the bike tire is flat and the user is late The user might already have discussed the app with friends, who uses car
for a meeting etc. sharing in Berlin, or asked for recommendations. The app is launched in the
summer, but in autumn and winter outdoor marketing is used more aggres-
3. Initial Consideration - exposed to car sharing ads sively, because we want to reach the customers when they really need to
In this phase 75% of the users are only listening and not acting(Bjerre- get a car, or at least are tired of standing in the rain, sleet and snow, while
gaard-Knudsen, p. 8), so it is important to leave a footprint on the users waiting for a bus or taxi. Beside of promoting the convenience, flexibility and
mind. Beside of being exposed from the other car sharing companies, the low price, we also make sure to promote how car sharing contribute to a
users are reached through multiple channels to make sure SafeFleet leaves greener and more sustainable world.
an impression, and that the users will think of Get a Car when they need
transportation. To accomplish this, outdoor branding is strategically placed 6. Experience - keep the customer satisfied
around Berlin, where the user is standing in line, standing outside in the rain, The user has downloaded the app and has made the first booking of a
when the user needs extra space for luggage etc. Ads on social media chan- car. In this phase we have to keep the user satisfied, otherwise the process
nels are used simultaneously. Especially through Instagram and Facebook, will starts all over, but it will be harder to reach a user who have had a bad
where our target group is highly represented(source). Finally we use influ- experience. The app provides the user with information about where to park
encer marketing, because xx percent from our target group follow bloggers nearby the end destination. The user will receive a message after ended trip:
online. We have located some of the most relevant influencers in Berlin; E.G. Thank you for using Get a car - together we are creating a greener futu-
@berlinstagram, @notyourstandard, @jn (WorldOfWanderLust.com), and use re! The user is asked to rate the car sharing vendor and overall service to
them to spread the content / messages and increase awareness towards the improve the user experience for other users, but also to make the users feel
target group. that their opinions matters. When the ride is over, the users are able to share
their experience with friends on Facebook, Instagram etc. using suggested
4. Active evaluation - search of information hashtags and shareable content.
Get a car has been exposed to the user through the different channels and
now the user takes action. The user will research on car sharing, and realize 7. Loyalty
car sharing is a reasonable alternative to buying or leasing a car. Googles If the user is satisfied with the car sharing experience, we expect the user to
search results will provide the user with a lot of different car sharing options use the app again for other situations where the user needs transportation.
in Berlin. To make sure the user will be exposed to the Get a car platform To avoid the user to book a car through the car sharing vendors, we keep
through searches, Google AdWords are used efficiently and with relevant the customer on track of Get a Car assets by sending monthly newsletters
keywords with the least competition. When the user enters the Get a car and try to reach the customer through social media channels with relevant
website, the user will realize that Get a car is the only place, where every content: How the users are improving the environment, the increased of

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numbers of shared cars, user stories etc. People tend to trust recommenda-
tions from friends and family (The Nielsen Company), so we aim to make
the users ambassadors for Get a Car, taking advantage of word-of-mouth
marketing. To keep the brand relevant for the target group, ads and messa-
ges in the branding material can be more etchy and funny in this phase, and
less about the main functions of the platform.

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