Scottie Morrison's review of GreenCar Hawaii- Operational Network

Submitted By: Scottie Morrison · Tue, 09/21/2010 - 21:37

Business

Business Overview: 

As a guest with any of our Hospitality Partners in Hawaii you have exclusive access to clean-energy vehicles for use by the hour or day. For just $15 per hour, including gas, or $115 per day, you have access to Hybrid-Electric, or all Electric Vehicles directly from your hotel. Make a reservation minutes or month in advance, check-in at the kiosk in your hotel lobby and your GreenCar is brought directly to you from the hotel valet - then enjoy the ride. When you are done, simply return the vehicle with the valet, don't worry about the gas, and check-out at the kiosk. Charges are billed directly to your credit card. Use only what you need and pay for only what you use; saving time, money and Hawaii.

Project Location: 
Honolulu, HI, 96813
United States
What are your future milestones, and how much capital will you need to achieve each of the milestones outlined?: 

Phase 1: Pilot Program - achieved - ($340,000)
Phase 2: Hospitality Network Operation / Resort & Urban Models - Current Round ($500,000)
Phase 3: Regional Hospitality Network / 12-24 Locations with 3-5 Hospitality Partner Brands ($1,500,000)
Phase 4: Mainland / International market expansion ($ TBD)

What is your total and operating cash burn (the amount you're spending) per month? : 

$17,500 p/month. This is an anticipated average burn p/hospitality location - depending upon fleet volume at each location.

How many future rounds of financing do you project? : 

1-3

Services Desired: 
Accounting
Legal-Corporate
Technology Consultant
Real Estate
Human Capital/Recruiting
Management Consultant
IT
Marketing
Grant Writer
Capital Broker/Dealer
Who is the Customer?: 

Guest with our Hospitality Partners: More than 6.5M visitors to hawaii in 2009.

What is the Customer Pain that you are solving?: 

The typical car rental experience includes a severe inconvenience of access, significant inefficiency of use and a considerable negative Impact on the environment. GreenCar Hawaii provides a more convenient, cost effective and green alternative for car rental on vacation.

Names of any current or recent customers: 

Grand Hyatt Kauai & their guests since June 2010.
Pure Kauai Luxury Getaways & their guests since June 2010.
Hyatt Regency Waikiki will be our second Hospitality Partner location launching early 2011.

What is the Target Market?: 

Regionally the GreenCar market is the more than 6.5M visitors spending over $675M on car rental in Hawaii.
Nationally it is the $20B car rental market, focused around the travel and tourism segments.

How big is the Target Market in terms of Annual Sales?: 
$5B-$50B
Sales/Marketing Strategy: 

Initially sales and marketing are focused on-site at each hospitality location and directly to guest with future reservations. With regional expansion GreenCar will structure a series of partnerships within the travel & tourism market - hospitality, air, wholesale, and online to establish GreenCar as a viable alternative to car rental directly from marquee resorts throughout Hawaii.

Provide use cases : 

Reservations are made on-demand online, over the phone, in person, or at our GreenCar Kiosk, 5 minutes, 5 days, or 5 weeks in advance of requiring a GreenCar. Check-in at the GreenCar Kiosk and get your reservation voucher. Present your voucher at valet services for your GreenCar and drive, drive, drive.
When you are finished, return your GreenCar with the valet, don't worry about the gas - that's on us, and check-out at the GreenCar Kiosk. Charges for the amount hours used the vehicle are charged directly to your credit card: Save time, money and Hawaii.

Competition: 

Traditional car rental.

One-line Pitch: 

GreenCar Hawaii provides car rental by the hour directly from hotel and timeshare locations throughout Hawaii.

Business Model: 

GreenCar Hawaii provides on-demand access to clean-energy vehicles by the hour, directly from hotel and timeshare locations in Hawaii.

Product/Services Overview (what does it do): 

GreenCar Hawaii provides a more convenient, cost effective and green alternative to traditional car rental.

Technology

What makes the technology/business unique and have a defendable competitive advantage?: 

GreenCar Hawaii is entering an established and proven $675M regional market with an expansion window greater than $20B. Our competitive advantage is a proprietary technology platform enabling on-demand reservations and access matching a users needs directly from their location.

Describe in detail the technology used in the Project - Address the innovation in significant detail : 

The GreenCar Hospitality Interface Platform (HIP) is a beta technology platform that will be expanded upon through this Series A1 round of financing. HIP is comprised of three primary components: Reservation systems software, Kiosk interface systems - including check-in, payment, driver license scan, and customer mobile and online interface. The innovation pulls from existing, off-the-shelf technology to build a reservation and access platform to specifically allow for car rental by the hour directly from hotel and timeshare properties.

What are the principles of the technology? : 

The principles of the GreenCar HIP provide reservations, check-in, access, and check-out of car rental by the hour directly from a visitors hotel or timeshare location.

What, if anything, has been proven (and how far is this from a commercial scale)? : 

Customers are ready and willing to make car rental reservations remotely, check-in/out of reservations through a kiosk system and utilize a service that is supported almost exclusively through technology with a limited physical customer service/sales presence.

What challenges/risk does the technology face for commercialization?: 

The HIP technology is in support of our service model, not exclusive to it and the platform is replicable. However, it is the first type technology platform available and can be a plug-in model for any hospitality location providing service for on-demand car rental by the hour.

Team

NameTitle
Justin MacNaughtonCEO
Warren DoiDIRECTOR
Darren Kimura
Duncan MacNaughton
Karl Stahlkopf
Richard Ull
Tony Vericella
Current Investors: 
Friends and Family

Financials

Amount Sought: 
$500,000
If raising funds, what shall the funds be used for?: 

Series A1 Funds will develop expansion in four principle areas: 1.) Expand operations with Hyatt Corporation to provide service at the Hyatt Regency Waikiki, 2.) Expand existing operations at the Grand Hyatt Kauai, 3.) Expand our beta technology platform into a full-service, plug-n-play platform and, 4.) enable GCH to reach cash flow positive through it operational network at both locations.

Pre-Money Valuation: 
$1,500,000
Funding Received to Date: 
$340,000
Amount invested by Founders: 
$250,000
Funding Stage: 
Pre-Revenue
Funding History: 
Funding Round Funding TypeFunding dateFunding Source/ InvestorsAmountPre-Money valuation
Series AEquityNov 20105000001500000
Use of Proceeds
Are there other things you suggest the company use these funds for in order to maximize chances for success?: 

I would use the funds also for marketing and PR.

Current Investors
Would you like to suggest any investors that you think the entrepreneur should consider getting in touch with for this project?: 

I think its more of an angel level deal - for private investors as the secret sauce is the process andnot the technology. How about also raising money from car manufacturers as they get a lot of free publicity from all this?

Project Location
Do you see this product being used in your city or town?: 
Yes
Customer
If the product is one used by companies, do you see your company or organization using this product?: 
No
If the product is one used by individual consumers, would this be something you would buy and use yourself? : 
Yes
Customer Pain
Do you think this project addresses the pain in the market and customer needs?: 
Yes
Business Overview
Do you understand what the company is doing well enough to explain it to someone else from the information presented?: 
Yes
Customer Suggestions
Can you suggest any other potential customers for this project?: 

Timeshares?

Target Market Size
What do you think of this assessment?: 
High
Competitive Advantage
Do you believe that this is a sustainable advantage?: 
Yes
Financial Forecast Assessment
What is your opinion on the financial forecasts?: 
Sounds Right
Amount Sought
Given the plans of the company, what do you think of this Amount?: 
Low
Competition
Have you seen or heard of this or any similar technology elsewhere? : 
Yes
If yes, where did you see or hear of it? Was it in commercial production or not yet commercialized? : 

Zipcar - thought it is on the lower end and targets different set of customers

Technology Assessment
Do you see any compelling reasons why this technology or solution should NOT be adopted?: 
No
Do you see any obvious drawbacks to this technology?: 
No
Do you see clear environmental benefits resulting from this technology?: 
Yes
Summary:

Overall, it is a cool concept and works very well in an island setting. I would like to seeyou partner with more green car companies andleverage their marketing muscle also.

Question: How are the hotels helping with your marketing?

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