文档内容
Fox
Objective
As a consultant in a leading consulting company, you need to work with a team to provide solution 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.
院
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-oc学cupant 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
计
trips in the city would nearly double to 5.6 million by 2021.
Today, public transport accounts for about 40% of 会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.
40% 计35% 25%
Buses Metro Cars Other
The last few years have seen startup审s 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-
b
based system that enables the sharing of rides with friends, colleagues and neighbors. The system is safe to
use, highly convenitent 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. of a ride, the passenger clicks/taps “Pay” on the website/app to make the payment for the ride. As a
passenger, you pay Rs 3.5/km(including the system usage fee of Rs 0.5/km).This is less expensive than a
taxi.
2. All the end of a ride, the car owner needs to click/tap on “Get paid” on the website/app to receive the
payment for the ride. As a car owner, you get paid Rs 3/km/passenger. The system deducts a service usage
fee of Rs 0.50/km/passenger once for every ride you share.
3. There are no entry/exit fees, no monthly fees, no membership charges and no withdrawal fees.
*Rs is the Indian rupee.
The business arose when two entrepreneurs, named Hash and Anny, started brainstorming an idea that they
Shared regarding car-pooling. They set up the firm 2 years ago with its operations limited to Delhi only. Westrongly believe that the Indian ecosystem has changed a lot in the last three or four years. Car-pooling is a
natural fit for the Indian environment as it solves all of the four major problems related to commuting, which
are traffic, high levels of population, insufficient transport options and high transport costs. With fuel prices
hovering between Rs 65 and Rs 75 per liter across India, the average office commuter spends Rs 75,000 to Rs
90,000 per year on fuel. With car-pooling, it can be reduced by 20 percent, ”said Hash, the CEO of Fox.
The following are the 2015 financial highlights of Fox.
Rs. in thousands 2015
Revenue/收入 22,465
Expenses/费用
Operations/运营费用 9,180
Research & Development/研发费用 6,120
Sales and Marketing/市场及销售费用 1,428
Total Expenses/费用总计 16,728 院
Net Profit/净利润 5,737
学
There are many great benefits to car-pooling, many of which people do not know about or even think about.
For examples : saving, reducing fuel consumption, reducing traffic and helping you make new friends are all
计
some of the positive possibilities involved with this venture.
Below are the results of the survey which querie会s why consumers like car-pooling and the reasons why
consumers might be motivated to try out Fox in the first instance (aka the “Decision Drivers”).
Why consumers like car-poolin计g
Better Pricing 审40%
More choice 28%
：
More convenient access 24%
Others 8%
b
t
Decision Drivers of First Usage of Fox
Refferred by friends/ colleague 38%
Cheaper than other ride share apps 18%
Heard/saw advertisement 12%
Others 10%
Had promotional code 9%
Most drivers avaiable in my area 9%
Car pooling APP I've heard the most about 4%
Tasks
You are participating in a one-day activity today, with 80 minutes for the morning session and 120 minutes
for the afternoon session. In the morning, you will deliver a presentation to attract investment. In the afternoon,
you will have an interview with the CEO to get feedback and then discuss and prepare presentation to attracta second investment again.
a) Int he morning, you will present your business plan to the investor to attract investment. You
should be as specific as possible, giving reasons why the investor should invest.
b) In the afternoon, you will interview the CEO to obtain as much information as possible.
c) In the afternoon, you will present your business plan again to an investor to potentially attract a second
investment.
MORNING Session
Timing Activity Output
10min Material Reading
40min Case analysis and Work as a team to develop a proposal with
discussion（CN） the corresponding actions.
院
20min Presentation（EN） Everyone should participate in presenting
your proposal in English.
10min Assessor debriefing 学
80min in total
计
会
计
审
：
b
t
