【案例四：为Fox公司提供解决方案】 X： CoachAnna88 Fox —原题 Objective As a consultant in a leading consulting company, you need to work with a team to provide soluti

on to Fox, an Indian car-pooling（拼车）app, to attract investment. Background Vehicle sharing is the simplest, most cost-effective intervention for addressing the urban mobility problems we are facing today. This is especially so in Delhi, where not only has the population ballooned the last two decades, but so has the per capita car ownership, which has led to a sharp jump of 15 % in the number of vehicles in the city in just 2 years. Despite a flurry of flyover construction and a revamp of the city’s public transport infrastructure, one of the primary causes of this congestion is the large number of single- occupant vehicles on the roads. Researches shows that the occupancy of cars is relatively low in Delhi. In the case where the penetration of public transport and usage of cars (considering the population growth) in the city remains constant, the number of daily car trips in the city would nearly double to 5.6 million by 2021. Today, public transport accounts for about 40% of the total trips in the city, with private vehicles accounting for 35% and the remaining 25% of Delhi citizens getting around by walking or cycling. The last few years have seen startups of the likes of MeB, RO and CarPoolA emerging in this space. Last year, MeB raised funding to explore markets and this year, the online service that connects private car owners with commuters for long-distance travel was launched in January. Fox is a dynamic ride Sharing system that lets you share car rides to and from your office. It is a community- based system that enables the sharing of rides with friends, colleagues and neighbors. The system is safe to use, highly convenient and very cost-effective. It connects you automatically with fellow members who stay nearby and travel daily in the general direction of your office. You can invite fellow members to share a ride with you, or accept invitations from one or more members who invite you to ride with them. Payments are made according to an individual’s home -to -office distance and a fixed per-km change is levied. All payments are made via the e-wallet app on your smart phone linked to your credit card. 1. At the end of a ride, the passenger clicks/taps “Pay” on the website/app to make the X： CoachAnna88 Fox答案解析 第一部分：开头 pre（英文） Good morning, it is an honor to have the opportunity to give our presentation on our business plan. Before we start, I’d like you meet our team members. Ok, now, let’s go back 利于环境保护 周边：专注于上下班拼车，以及短途出行，主打熟人的拼车市场 社交：由于熟人拼车，乘客与车主可以在上下班路上聊天解闷。 X： CoachAnna88 Our company has three characteristics Carpooling + Surroundings + community Carpooling means we can share our rides with others. There are many advantages of carpooling. Firstly, for customers, it can save money and avoide waiting for bus, that also can help us save time. Secondly, for drivers, it can save fuel costs and earn some money. Thirdly, 私家车出游，换句话来说德里有 75%的人会选择乘车出行。表明了德里的人 口增长的快捷出行需求没有得到满足。 3) 汽车的座位使用效率低，有大量的 single occupants。 4) 市场规模经过测算大概是 xx。同时也可以根据一个上班族一年上下班的公里 X： CoachAnna88 数，推测出这个城市的拼车的市场规模为 10000*25000000*50%*30%=375 亿 km 其中10000为一个人一年上班乘车里程（下面有推算过程） 2500万为德里人口数 50%为手机渗透率 But from the material, 40% of people choose to travel by public transport, and 35% choose to travel by private car. In other words, 75% of people in Delhi will choose to travel by car. It shows that the fast-moving travel demand of people in Delhi has not been met. The car seat is inefficient, there are a large number of single occupants. Another characteristic is that the carpool market is huge. According to the commuting X： CoachAnna88 distance of an office worker, we calculated the market size of carpool in the city. it is 37 billion 500 million km. ( 10000 multiplied by 25000000, and multiplied by 50%, multiplied by 30%. ) Generally speaking, the market is very attractive. It is a good opportunity for us, if we can take more advantage of the private cars’ empty seats. According to the fuel consumption of 90000rs, if the fuel is 75RS per liter, the fuel consumption per person is 90,000/75=1200 liters per year, minus the holiday trip. About one office worker can consume 乘客端：在网页版或 app 上点击 pay支付 车主端：在网页版或 app 上点击 get paid 第二，盈利状况分析 X： CoachAnna88 目前的盈利模式：收取系统服务费 盈利能力 Profitability：市场渗透率虽然不高，但是仅在第一年销售净利率销售净 利率=净利润 / 销售收入*100%和毛利率（[（销售收‫ف‬-销售成本）/ 销售收‫*]ف‬100%） 都保持相当高的水平，分别是 25.53%和 59.14%，说明企业销售的盈利能力越强。

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