Zipcar presentation .Harvard case

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M. Bertaccini, L. Dovesi,
G. Nicolini, M. Olivieri,
MC. Penna, M. Perini.

What Zipcar is
•  Car sharing company.
•  Offer of a service to the registered members that allows them to move around the city in a smarter and easier way.
•  The value for the members is the possibility of benefit the usage of a car without all the problems correlated to the possession.
•  New concept in the U.S. serving a new market niche, the urban, car-less residents.
•  Based on a successful model launched in Europe and adopted to the local context.

What we do

Rent by the Hour
Widespread Network
Low Prices
Insurance /Maintenance/ Gas Included
User-friendly check-in and check-out
Possibility to reserve any vehicle in the network
Regular or ad hoc car reservation



The user logs on to the
website and reserves a
specific car.


The server sends the
reservation information
to the desired car.


The user tries to open the
car with his Zipcard; if
his data match the
reservation, the doors
automatically unlock.

When finished driving, the
user returns the car and is
billed automatically for his
time and miles driven.

Who we serve

People living in big metropolitan areas
Not owning a car
Environmentally conscious
Early adopter of new products and services

The opportunity:
Market hole in short-term, on-demand, private car access.

Who we are:

Robin Chase

Antje Danielson

CEO and cofounder

VP of environmental affairs and
strategy and cofounder

•  MBA at MIT and substantial
business experience
•  House-mother

•  Ph.D. geochemist who supervised
undergraduate energ y policy
research at Harvard
•  House-mother

Our mission:
Our goal is to provide reliable and convenient access to on-demand transportation, complementary to other means of transport.

Financial plan:
EBIT for Boston


Pay Back



Year 1

Year 2

Year 3

Year 4

Year 5



Year 1

Year 2

Year 3

Year 4

Year 5


What we need:
1.3 Million dollars in order to increase the dimension of the network and to keep on developing the technology.

Business Model (1)
Customer Segments
Zipcar is targeting highly populated urban areas, where public transportation is efficient, parking is difficult and expensive and the need to drive is limited. In particular, Zipcar addresses to:

•  residents who do not own a car relying on public transportation systems. •  residents who own cars facing considerable expenses (e.g. fuel, taxes, insurance, parking and maintenance).
•  students, businessmen or representatives, who need saltuary transportation alternatives for particular events such as meetings, conferences, parties, etc.
•  environmentally conscious people.
Researches indicate that college-educated individuals are the most receptive ones to this proposition.

Business Model (2)
Value Proposition

Zipcar turns the car from a commodity into a service


Zipcar covers the need to drive for those people who don't want the hassle of owning a car for urban areas in order to save money and to use car only for short-term.

•  It provides a service with private cars conveniently located and easily accessible to customers.
•  Zipcar permits cost reduction to customers due to its pay-per-use mobility.
•  It is an evironmentally friendly concept. Every car shared would eliminate approximately 7.5 individually owned car in the marketplace.

Business Model (3)
“If the customers couldn’t handle the Web they wouldn’t be our types of members” R.Chase

Considering the high innovation level inherent to the service and the customer segment addressed (i.e....
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