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THE R15e
We’re not just all torque.
The first electric team at any F-SAE competition in the world.
2008 Concept
Car
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The R10e
The R11e
Rare depth of experience
@ National Gallery of Victoria
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The R12e
The R13e
The R14e
OVERVIEW→ Original Business Logic Plan
→ Target Market
→ Competition: Price and Running Costs
→ R15e Features
→ Suggested Manufacturing Model
→ Suggested Marketing Model
→ Proposed Business Deal
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ORIGINAL BUSINESS LOGIC PLAN
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ANNUAL TARGETS:
→ Unit production cost: $25,000
→ Unit selling price: $30,000
→ Sell 100 = $300,000 profit (average over first five years)
DESIGN TARGETS:
→ Competitive price & low running costs
→ Race-competitive with an IC car
→ Reliability
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ORIGINAL BUSINESS LOGIC PLAN
5Image Source: Goh Chai Hin, Getty Images
TARGET MARKET
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Formula E round happening here
No tariffs
Big fanbase, established
competitive scene
Low shipping costs
Aussie-made appeal
Image Source: Ron Blakey, Colorado Plateau Geosystems
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TARGET MARKET
Other
Closer track
Safer
Tuneable to ability
No maintenance
Really low running costs
0 20 40 60 80 100 120 140 160 180 200
Reasons why fans WOULD get into racing
Number who selected
Chris, 42Long-time fan, commitments
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TARGET MARKET
Image Source: Shutterstock
Ben, 27Loves tech and adrenaline,
spare income
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TARGET MARKET
Image Source: GoPro
IC
Caterham Seven 275 → $73,500 (Aus importer price) Top speed: 190 km/h
Formula Vee models → ~$55,000 (Aus manufacturer price)Top speed: max 200km/h
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COMPETITION
Ariel Atom 3 → ~$68,537 (US importer price)Top speed: 233km/h
RUNNING COST COMPARISON
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COMPETITION
SUPER ENTHUSIAST: Two races a week
1 year $17,840 $208
5 years $89,200 $11,040
IC EV
Please see p. 3 of the booklet for more detail.
RUNNING COST COMPARISON
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COMPETITION
RELAXED HOBBYIST:25 races a year
1 year $5,200 $50
5 years $26,000 $10,250
IC EV
Please see p. 3 of the booklet for more detail.
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COMPETITION
CUSTOMER:→ Instant torque response→ Choose max. power to the engine→ Audible feedback without an engine roar: tyres, diff-whine, gear → Sustainable→ Doubles as a home battery system
MANUFACTURER:→ Reduced motor packaging, no tuning → Minimise carbon tariffs
ELECTRIC BENEFITS
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INTRODUCING
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THE R15e
CUSTOMER:
Performance:→ 50kW single motor→ 75m in under 4.2 seconds→ Energy capacity for 22km
Ergonomics:→ Custom seat→ Easy pedal adjustment→ Quick-release steering wheel
R15e BENEFITS
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R15e Drivetrain
CUSTOMER:
Reliability:→ Steel space frame, easy to fix → Single motor
R15e BENEFITS
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R15e Steel Spaceframe
R15e BENEFITS
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CUSTOMER:
Sophisticated, custom, reliable electronics:→ Data Acquisition Unit: Improve driver performance with… - GPS mapping - Record of rotational velocity & forces - Real-time Wi-Fi transmission for trackside monitoring and changes on the fly
→ Battery Management System
→ Electronic Control Unit
R15e Data Acquisition Unit
MANUFACTURING:
→ Standard methods of assembly & equipment
→ Steel frame faster and simpler to buildthan monocoque
→ CNC machines for uprights & drivetrain components → Electronics can beoutsourced cheaply in bulk
R15e BENEFITS
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MARKETING CAMPAIGN: Chris → events, magazinesBen → video content on social media, extreme sports/tech websites
CUSTOMER INCENTIVES:→ Group-buys encouraged→ Software updates → Online data forums
DISTRIBUTION:→ Direct from factory
MARKETING MODEL
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BUSINESS MODELFOR:
→ Licensing fee of 15% of profit, capped at $150,000
WE RELEASE TO YOU:
→ Exclusive manufacturing rights
→ All design schematics, specifications, and manuals
→ Ongoing technical and marketing support
→ $320,535 profit per 100 units (p. 4)
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THE R15eNot just all torque…
→ Attractive price, low running costs, competitive, reliable, high-tech
→ Straightforward to manufacture
→ $320,535 profit per 100 units
