Read the Zipcar case attached
Consider these questions. Write one up response, if you are interested please read the attached file and bid accordingly to how much is needed to fully answer one of the question (minimum should be 2 pages).
1. ‘Fishbone’ analysis
A fishbone analysis takes the basic economics of a company and decomposes each item into its drivers, starting with contribution. So, for example, contribution can be decomposed into units and contribution per unit; contribution per unit can be decomposed into revenue per unit and cost per unit; revenue per unit can be decomposed into revenue from monthly fees, revenue from usage, etc. Costs can be decomposed in a similar way. As you lay out each interim item with branches for its components, the diagram begins to look like a fish skeleton (sort of.) The choice of unit at the beginning at at interim stages is crucial.
Create a fishbone analysis of Zipcar. Compare Robin’s initial May 2000 business plan with the actual results from September 2000. Can you see where she was wrong and what effect it has?
2. Model the Zipcar LTV with appropriate assumptions (make sure you note your assumptions.)
3. Assume you are doing customer development for Zipcar. Write the script you will use in the interviews, noting what hypotheses you are trying to validate.
