Bachelor i Entreprenrskap Case studie THNK JanOlaf Willums

Bachelor i Entreprenørskap Case studie TH!NK Jan-Olaf Willums Professor II, Adm. Dir. THINK GLOBAL AS

Bachelor i Entreprenørskap 2006 -2009 Case studie TH!NK > På tirsdag den 17. 10. skal vi gjennomgå en ”living case studie”, nemlig elbil selskapet THINK. > Jeg kommer til å trekke dere inn i en debatt om to konkrete actuelle problemstillinger som vi for tiden diskuterer i ledergruppen i THINK 1: MARKETING, SHAPING A BRAND > Hvordan blir vi noe annet enn bare en liten bil ? Hvordan kaprer vi miljø interessen og mange konsumenters ønske om å være annerledes 2 : FINANCE : A LICESEE CONCEPT ? > Hvordan kan man finne et nytt konsept for finansiering av en bil hvor batteriene koster like mye som bilen (men sparer brukeren for å fylle bensin I de neste 10 årene )? > Jeg ber dere derfor lese bakgrunnsmateriale som ligger på nettet under www. thinkglobalforum. com

Status Private Norwegian Investor Group (In. Spire Partners) acquired Think factory and rights on March 10 2006 New owners are aligning with major international investors and partners to create a global business model Plan is to produce and commercialize internationally the FORD - developed Think City by radically rethinking > the whole process of decentralized production, marketing, servicing, financing on a global scale > making THINK a 21 st century business model

TH!NK : Ready today to meet emerging needs TH!NK GLOBAL, the new holding company, is building a global car concept for the 21 st century: > Run a truly global and radically new business model for producing, sourcing, marketing, servicing and financing a car that fit 21 st century business demands > Develop a modular concept that is individualistic and can adapt to emerging energy sources (electric driven, but different sources - plug-in, hybrid, biodiesel extension, fuelcells) all provided by others > Launch a unique car already in 2007 that meets the rapid growing demand for a clean, distinct city car that has low operating cost in times of high gas prices.

What do we have ? A fully developed and tested vehicle Think is able and ready to introduce a city car that meets the needs of the present: > A clean small car as cities are polluted and clogged and parking impossible > An individualistic car as users have a modern lifestyle, express concerns and cool identity. > An electric/hybrid car (biodiesel) as oil is getting very expensive and access politically unstable. Think is ready today and will succeed because it can draw on many years practical experience with earlier models has been designed in partnership with Ford who has invested its professional and manufacturing and quality competence in the car. Now the time is ripe, energy source technology has developed and the geopolitical situation demands a low fuelcost environmentally friendly car

Think Global – Act Local THINK is a true world car concept > Parts are being sources from around the world > We are presently negotiating supply agreements across the globe • The goal is to secure partnerships with the best and most cost effective suppliers > THINK will set up assembly plants around the world: > We intend to produce the cars in local assembly plants owned in partnership with local investors and cities as partners • Negotiations with San Francisco and other international cities have started • The goal is to reach at least 10 assembly plants sites within a couple of years Think Global – Act Local

Priority: Launch TH!NK city in 2007 > The new car has all the modern features of a 21 st century city car – and is already “plug–in” > 180 kilometre range > Power steering > ABS brakes > Power windows / mirrors > Power lock (option) > AC (option) > Adjustable steering column

TH!NK city description Plenty of room for 2 people & their luggage Easy to drive Easy to park Low operating costs Stands out in the crowd Green and trendy image The ideal city car

TH!NK city specifications Number of seats 2 Driving range 180 km Top speed 110 kph Acceleration, 0 -50 kph seconds 6 Overall length Overall width Overall height 3140 mm 1640 mm 1560 mm Curb weight Max load Luggage capacity 940 kg 210 kg 350 L

The new TH!NK city is a “real car” > Interior Design > Modern comfort level > Enhanced safety system > Easy handling > Electric windows, mirrors > Seats with lateral support and tilt mechanism > Flexible storage areas and 350 litres of luggage space

The TH!NK city speaks “environment” Newly Developed Recyclable Materials > Recycled materials into TH!NK city (wt%): 16% > Recyclable materials from TH!NK city (wt%): 95%

The new TH!NK city is an “intelligent car” Multiplexing provides platform for Intelligent Transport Systems (ITS)

TH!NK has defined a ready customer-base Customers: > Fleet users > Professional business fleets > Government fleets > Private users > City car for young professional > Personal shopping / city commuter/station car > personal resort car and other specialized market niches

New incentives push TH!NK city > Image - green and trendy > Low operating costs in light of raising oil prices > Incentives > Reduced tax > Free parking > Free road tolls > Sustainable purchase directives > Access to inner cities > Case: London, Singapore, Milano

Marketing TH!NK city Target Markets: major cities, where it is also assembled > San Francisco > Boston > Bangkok > Beijing / Shanghai > London, Rome…. > The focus is on production / sales partnership with cities that want to meet challenges of congested and polluted urban area with local government/community incentives

TH!NK’s. VProduct development plan: an Expanding Product Line TH!NK public TH!NK open Partnerships with others to develop specialized applications > All models built on same frame and drive train TH!NK IT / FLEET

Corporate Structure TT: Specialized in product development and plant set up. TH!NK Local assembly / sales / service in partnership with city of San Francisco Technology TH!NK Sourcing. TS: Negotiating team for global sourcing for all partners in group America TH!NK (SF) GLOBAL TH!NK Beijing Partnership development of TH!INK Publc, Local assembly / sales / service with China TH!NK Bangkok… Local assembly / sales / service in partnership with citites

TH!NK Technology (Norway) Accumulated Knowledge in > Development, design and engineering focus: > Vehicle integration: Cooperation on solid suppliers and off the shelf technology > Core competence in-house: Chassis development, plastic body technology, electric drivetrain, > Safety and homologation experience from US and EU regulations > building factories > Competence in setting up assembly plants in other countries on turn key > Training foreign staff at Norwegian facilities > Strong technical purchase department for carry- over components > Design for recyclability > Centralized purchasing for all assembly plants, based on global supplier competition.