Business Strategy
White Carbon Motors
Design Audit, Business Model, Strategy
Project Timeframe: 6 Weeks
Team: Aman | Amit | Shubham | Udhay
Faculty Mentor: Prof. Bhavin Kothari, SDM, NID
Project Brief
To analyze the organization's current position in the market ecosystem by studying its functions, stakeholders, and internal-external processes with a critical design lens and design strategies for growth.
To understand the market forces and the consumer behavior towards White Carbon and its offerings by applying qualitative design research tools.
Our Approach
Scan
Secondary Research
Sense
Primary Research
Structure
Gap Analysis
Solution
Business
Model
Benchmarking
Strategy
Roadmap
Research Strategy Map
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Research Tools
Secondary Research
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About White Carbon
Manufactures Electric Vehicle
Founding
Year
CEO
Mr. Pratik Singh
Gandhinagar,
Gujrat
300+ Units
on-road
Aim of
White Carbon
Pioneer the innovation of accessible electric fuel and intelligent vehicles
Turning the old fuel/ vehicle paradigm upside down
Introducing smarter technologies to make energy consumption more meaningful
Product Lineup
Model: O3
Model: GT5
Electric 2W Market
All new vehicles to be 100% pure electric
by the 100th year of India’s independence.
50K
Crore rupees
Market in 2025
India is World’s 2nd largest 2W market
5th largest personal vehicle market
7th largest consumer vehicle market
The Ministry of Heavy Industries announced that a total of 5,17,322 electric vehicles have been registered in the country over the last three years as per the e-vahan portal.
1,16,669
UNITS
Top 25 2Wheeler-EV manufacturers in India: Jan to Nov 2021
Case: Yo Bykes
The first company to launch and produce Electric Bikes in India
Sold more than one lakh units of Yobikes in India till date.
Sales of Yobikes have fallen significantly in FY2020 compared to the previous year.
Why did YObykes product fail in the market?
-
Battery Problem
-
Unavailability Of Spare Parts
-
Speed (Max 60)
-
Few Service centers
-
Body disassemble after some time due to cracking joints eg. headlamp box, under-seat, etc.
-
Poor high terrain performance(low torque)
Challenges of EV
Key Insights
Netnography
Social Media Scanning
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Affinity Mapping
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Primary Research
Mapping data from
Semi-Structured Interviews with White Carbon team
White Carbon plant visit
Service Safari: White Carbon Showroom Visit
Semi-Structured Interviews with WC Dealers
Service Safari: Ather Energy & Revolt Motors
Service Safari: Observations
Analysis
Attribute Comparative
Scorecard
On the basis of Service Safari tool and service experience comparative chart, a score from 0 to 5 have been assigned based on mutual comparison to gauge the position of White Carbon with respect to Ather and Revolt which are the leading brands in the segment and hence acts as a service benchmarking tool in the Electric 2 wheeler industry.
Attribute Comparative
Mapping
EV Perception Survey Insights
EV Buying Parameters
User Interaction Insights
User Interaction Insights
At NID Campus
Competitor Mapping
Market Capture by Segment
White carbon has placed both of its products in a highly competitive segment. According to our analysis, White carbon could position a new product in a medium speed segment where there are fewer and worthy competitors for them.
Hero electric holds the biggest market share in the EV industry. The graph clearly depicts that majority of their products are placed in a medium speed segment, through which we can infer that the presence of EV buyers is majorly seen in this region. This signifies the majority of customers who show interest in buying EVs end up buying a medium-speed vehicle since they are neither too heavy on pockets nor are they low in speed.
SWOT Analysis
Starfish Retrospective Model
Stop
Start
More
Keep
Less
Brand
Innovation
Insights
There is a heavy dependency on neighboring countries for lithium and other electronic components, so any political dispute could lead to an acute shortage of these essential resources leading to a heavy surge in prices or EV industries failure. Hence it would be wise for an organization to maintain multiple vendor contacts slowly reducing dependency and focusing on making in India to the maximum extent
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2
White carbon has placed both of its products in a highly competitive segment( O3 in the Low-speed segment and GT5 in the high-speed segment). According to our analysis, White carbon could position a new product in a medium-speed segment as it's a Blue Ocean area for them and also the highest number of buyers and fewer competitors.
Scope for newer designation which would reduce the burden on the core team and enable them to work more efficiently in their prime areas and grow. These roles are Business & Growth Strategist, Human Resource Manager, Dedicated Sales & Marketing Team, and Training Program Head.
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4
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Considering Ather Energy's in-store service experience as an industry benchmark, White Carbon needs to improvise in areas such as Store Experience, Sales representative, excitement factor, onboarding, financing, and helping customers take informed decisions about buying and using their products.
The sales executive is an important pillar of White Carbon's success. A sales executive acts as a touchpoint for onboarding, product experience, test drive, excitement factor, informed decision making, and overall in-store experience of a customer. By improving the interactions between a sales executive and customers, White Carbon can leverage these mentioned attributes to a greater extent.
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6
Major concern areas identified as crucial parameters for buying an EV are-
Charging stations, Price to performance ratio, Battery weight, Battery safety, Charging time, and Waiting period for the vehicle. White Carbon needs to innovate in these areas and create trust and assurance for its products and services.
Directions and Strategy
Vision:
To catch up with market leader in terms of Service Experience
What needs to be done?
Strengthen WC's weak areas in the in-store service experience.
How to do it?
By taking more direct customer feedbacks, investing to improvise the intangible attributes of the service.
1
Vision:
Develop a niche market for White Carbon O3 EV.
What needs to be done?
Position O3 as first preference vehicle for youth transitioning from bicycle to motorized vehicle
How to do it?
By developing a niche market for White Carbon O3 EV.
2
Vision:
Establish WC as a go-to brand and a solution provider for small-scale business/ delivery agents.
What needs to be done?
Make O3 a preferred vehicle to close range delivery agents by adding modular accessories as a feature.
How to do it?
Design and develop a range of utility accessories for O3 to maximize the use cases.
3
Vision:
Capturing medium speed segment/blue ocean area.
What needs to be done?
Introduce a medium speed vehicle.
How to do it?
Design an inclusive medium-speed vehicle that could appeal to the customers in all basic aspects.
4
Lean Business Model Canvas for O3 Model
Context : Repositioning White carbon O3 model for a niche market.
