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FONTANA Motors A better way to be exclusive
Aadesh Runwal Jitaksh Khanna
Kumara Sadana Putra Pantea Razzaghi
Ramon Santikakanant Ruben Velasco Roldan
Distributed Product Management
Mentor : Paulo Lorini Carla Zorzo
Amelia Valletta WKS-01 MADE IN ITALY FILES.
Milan, November 4, 2011
Master in Business Design Academic Year 2011-2012
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FONTANA Motors A better way to be exclusive
RESEARCH | Milan Population
Milan Population
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FONTANA Motors A better way to be exclusive
1,070,000
741,000
5,000
RESEARCH | Milan Public Transport
Milan Public Transit
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FONTANA Motors A better way to be exclusive
RESEARCH | Milan ATM
Milan ATM
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FONTANA Motors A better way to be exclusive
POTENTIAL FOR IMPROVEMENT
RESEARCH | Milan ATM
Milan ATM
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Practical, affordable, fun Oil independence has
never been so much fun High performance, lightweight,
fast, safe, powerful, clean The Ultimate Urban Crosser
Performance, style, efficient,
scooter, affordable Unplug and play, good clean fun
FONTANA Motors A better way to be exclusive
COMMUNITY & SUPPORT
COMMUNITY & SUPPORT
COMMUNITY & SUPPORT
RESEARCH | Competitor Analysis
PresenterPresentation NotesElectric motorcycle difficult to sell, because it requires people to take on new user habits. -
FONTANA Motors A better way to be exclusive
One design for every rider Flexible design to meet the needs of varying riders Fontana creates the feeling of Freedom Transform the city into a fun, enjoyable, and hassle free place Freedom of Mind: Security, Connectivity, Versatility Encourage travelers to adopt new eco-friendly habits Freedom of Choice: Rent, Lease, Buy Make Freedom available for everybody Innovate in Milan: Motorcycle Share Europe's first electric motorcycle share system
SOLUTION | Strategy
STRATEGY
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FONTANA Motors A better way to be exclusive
FREEDOM OF MIND
SECURITY + VERSATILITY + CONNECTIVITY
FREEDOM OF CHOICE RENT / LEASE / BUY
A friendly inner city electric motorcycle focused on accessibility and functional design.
SOLUTION | Freedom
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FONTANA Motors A better way to be exclusive
FREEDOM OF CHOICE
competitive hourly pricing
exceptional customer experience
strategic access points
benefits rewards system with partnerships: earn points towards more rentals & savings in city
minimum 25% investment, purchase motorcycle over time
no access point motorcycle taken home
unique inner city parking spots
benefits rewards system with partnerships: earn points to purchase motorcycle & savings in city
highly customizable options
unique inner city parking spots
benefits rewards system to enable access to exclusive news & events & accessories/customization
SOLUTION | Freedom of Choice
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FONTANA Motors A better way to be exclusive
FREEDOM OF MIND
SECURITY CONNECTIVITY VERSATILITY
SOLUTION | Freedom of Mind
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FONTANA Motors A better way to be exclusive
USER CASE SCENARIO | Rent
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FONTANA Motors A better way to be exclusive
USER CASE SCENARIO | Lease
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FONTANA Motors A better way to be exclusive
USER CASE SCENARIO | Own
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FONTANA Motors A better way to be exclusive
User advantage: Opportunity to try vehicle while being rewarded for their eco-friendly user habits, gain rewards from partnerships Fontana: Track user habits + chance to conduct user testing in real time
Partnership: Attract more buyers while gaining reputation as being forward thinking & eco-friendly Milan & italy: Launching first electric motorcycle share system in Europe
SYSTEM ADVANTAGES
SYSTEM ADVANTAGES
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FONTANA Motors A better way to be exclusive
DESIGN | Showcase
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SECURITY
SECURITY
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CONNECTIVITY
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VERSALTILITY VERSATILITY
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