freewire berkeley final presentation
TRANSCRIPT
The VisionSmarter EV charging that’s there for you everywhere.
102 Interviews6,600 Miles Flown
2 Patents Filed2 Conferences
Week 1 Week 10
Sameer Mehdiratt
a
Product Mgmt,Supply Chain
Expert
Arcady Sosinov
Visionary, CEO,
Automotive Expert
Sanat Kamal Bahl
Electrical Eng,Product
Marketing
Luv Kothari
Electrical Eng,Engineering
Design
A Growth Market
150K
EVs on the road today
1.8M
Projected for 2020
U.S. Sales of EVs & Plug-In Hybrids
7% of US Vehicle Sales in 2020
EV Charging Market Today
$260MEV
Charging By 2020
$2.3BSources: Electric Drive Transportation Association (EDTA), John
Gartner at Navigant
The Journey
So We Found a Problem
Inconvenience of Plugging In
In Love with a Technology
Wireless Charging
Scalability
Usability
Utilization
The Destination
The Beacon: Business Model Canvas
Testing hypotheses to find the right customer segments
Customer Segments
Companies with high % of EV adoption (Google)
Companies with high % of EV adoption (Google)
The Beacon: Business Model Canvas
Testing hypotheses to find the right value propositions
Value Propositions
Higher scalabilityHigher scalability
Greater capacityGreater capacity
Employee productivityEmployee productivity
The Beacon: Business Model Canvas
Testing hypotheses to find the right revenue streams
Revenue Streams
Charging as a Service (CaaS)Charging as a Service (CaaS)
Leasing the MobiLeasing the Mobi
The Beacon: Business Model Canvas
Testing hypotheses to find the right key partners
Key Partners
Robotics partner: Knightscope
Robotics partner: Knightscope
Charging network: ChargePoint
Charging network: ChargePoint
Second-life batteries: ATC New Tech
Second-life batteries: ATC New Tech
Looking ForwardPrototypeSmaller Battery & Off-the-shelf Components
Mobi V1Manually Operated by Attendant
Mobi V2Fully Autonomous (No Attendant)
Mobi V2.5Mobile EV Charger w/ Wireless Charging
Coming Soon!
9 months – 1 year
Years 1 - 2
Year 2+
A roadmap that divides our innovative idea into a series of mezzanine products, thus emphasizing:Iterative Product DevelopmentContinuous Customer FeedbackQuick Reaction to Market Changes
The Revenue Model
Mobi Charger
Service, Maintenance, & Data Analytics
Lease Model + Monthly Service Fee
Charging as a Service (Operational Expense)
The Revenue Model
Example only –prices and terms not yet finalized.
Charging as a Service – CaaS(have the ability to service 24 cars per day)
$6,950 per month
w/ 2yr agreement
$15 per charge
What You Get
FreeWireAttendant
(3) MobiUnits
Service & Maintenanc
e
Data & Usage
Analytics
No Infrastructure Cost
Fast & Free Installation
Convenient Charging
Increased Employee
Productivity
Alternatively, Lease a Mobi(use your own attendant and be able to service 8 cars per day)
$1,550 per month
per Mobi, w/ 2yr agreement
$10 per charge
Before we conclude, we want to show you just one more thing…
Appendix
Comparing Solutions
Traditional L2 Charging Station
Traditional DC Charging Station
Mobi Charger
Capacity 2 cars per day 4 cars per day 8 cars per day
Infrastructure Cost High Very High None
Equipment Cost Medium Very High Medium
Installation Time 3 – 6 months 6 months 2 weeks
Difficulty of Installation High Very High Low
Convenience of Use Medium Medium High
Portable No No Yes
Energy Cost Savings No No Yes
Companies charging 10 EVs per day can save over $1,000 monthly on their PG&E bill because of Mobi’s inherent load-shaping capabilities.
Product Design
Favorable Regulation
NYC 20% of all new parking spots shall be EV-ready
Palo AltoAll new homes shall be wired for EV charging
Emeryville, CAParking lots with >17 spaces shall have at least 3% served by a charging station
Local
EV & Charging Infrastructure Incentives
CALSTART Employer EV Initiative
Zero Emissions Vehicle Mandates
Workplace Charging Challenge
State
Federal
Market Size20,000 charging stations across the USx $13,000 average cost
$260 MillionTAM
7,500 public stations
12,500 workplace stations
$162.5 MillionSAM
*Does not include in-home chargers
600 Google charging stations replaced by
60 FreeWire chargebotsx $50,000 selling pricex 10 customers$30 MillionTarget
EV Projections
1.8MEV’s sold in 202010% of Total Sales
5MEV’s on theroad by 2020
Regulatory ChangesNetwork EffectsAspirational Status
Charging Infrastructure
180k EVs on the road
today
20k public & workplace charging
points(7700 charging
stations)
9:1 Ratio
That will grow to 12:1 by the end of 2014
Sources: PEVCollaborative, US DOE
61 employees drive EVs16 charging stations
10% of workforce drive EVs5:1 EV to charger ratio
Current Paradigm
EVEV EVEV
Grid-tied stationary charging stations.What are the challenges that this model imposes?
Utilization
7kWh avg energy needed per charging event
7kW avg charge rate
Theoretical Capacity: 8 cars per day
Actual Capacity: 2 cars per day
Utilization:25%
Why?Reliance on human interventionOptimization between employee productivity and capital utilization
Sources: EV Project, Google, ChargePoint, Evernote
“The motivation behind Evernote’s robust workplace charging program is unique: to increase employee productivity. By gaining access to HOV lanes in their PEVs, some of our employees have cut their commute in half.” - Maeanna Glenn, Special Projects Manager
ScalabilityBore concrete
Sources: Customer interviews, Harvey Electric, PEVCollaborative
“Our first installation included 30 charging stations. We allocated the same funding for the second round, but could now only afford 17 stations. At this point, we don’t even want to think about a third round.” - Brian Glazebrook, Senior Global Sustainability Manager
Run conduit underground
City inspection services
Permits and licenses
Installation is complex, time-consuming, and expensive.
Scaling up takes months of planning.
Key Challenges:Parking StructuresDense Urban AreasMulti-unit dwellingsLeased and shared office buildings
Energy Consumption
Issues to consider:
Demand Charges $10 - $30/kW peak rates versus $0 - $3 off-peak
Energy Rates Difference between peak and off-peak can be 2X
Outdated Infrastructure Companies will most likely need to upgrade their energy infrastructure once EV adoption increases
Smart Grid Vehicles may not be able to request a charge when they need it due to overall system demand
Sources: PG&E, UC Berkeley, Customer interviews
Workplace
Public
Mobi Charger
Building’s Step-Down
Transformer
240V/80A Single Phase AC = 19kW
AC to DC Conversion
Power Electronics
30kWh Battery
DC to DC Power
Electronics
Cabling & Connectors
DC CHAdeMO Plug = 50kW
Motorized Mobile
Enclosure
Mobi recharge time~ 1.5 hours
Avg Charge = 7 - 10kW
Services 3 EVs before recharging~ 45 minutes
Capacity10 EVs per day
Mobi Charger
Traditional Charging Station FreeWire Mobi
Hardware$1.50
$7.5k/spot, 2 cars per dayamortized over 10 years
$3.20
$40k/unit, 10 cars per dayamortized over 5 years
Installation$2
$10k/spot, 2 cars per dayamortized over 10 years
$0.40
$5k total, 10 cars per dayamortized over 5 years
Electricity
$2.30
Energy: 10kWh x $0.13 per kWhDemand: (10 stations requesting 6kW
each x $13) / 2 / 20 days / 20 cars
$1.12
Energy: 6 cars at night ($0.07) and 14 cars during the day ($0.13)
ProductivityLoss
$16.25
15 min at $65/hour average wage
None
Total$22.05 (incl productivity)
$5.80 (not incl productivity)$4.72
Cost per Charge (based on the ability to service 20 cars per day)
Household Income of EV Owners
4 out of 5 make over $100kCompared to 1 out of 3 combustion vehicle owners30% make over $200kCompared to 8% of combustion vehicle owners
Source: The EV Project, sponsored by the US Department of Energy
End of Appendix