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

FONTANA Motors A better way to be exclusive

RESEARCH | Milan Population

Milan Population

FONTANA Motors A better way to be exclusive

1,070,000

741,000

5,000

RESEARCH | Milan Public Transport

Milan Public Transit

FONTANA Motors A better way to be exclusive

RESEARCH | Milan ATM

Milan ATM

FONTANA Motors A better way to be exclusive

POTENTIAL FOR IMPROVEMENT

RESEARCH | Milan ATM

Milan ATM

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

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

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

FONTANA Motors A better way to be exclusive

FREEDOM OF MIND

SECURITY CONNECTIVITY VERSATILITY

SOLUTION | Freedom of Mind

FONTANA Motors A better way to be exclusive

USER CASE SCENARIO | Rent

FONTANA Motors A better way to be exclusive

USER CASE SCENARIO | Lease

FONTANA Motors A better way to be exclusive

USER CASE SCENARIO | Own

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

FONTANA Motors A better way to be exclusive

DESIGN | Showcase

SECURITY

SECURITY

CONNECTIVITY

VERSALTILITY VERSATILITY

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