Developing an Ecological Business Plan for Investors

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Proposing an ecological business plan to attract potential investors in a snowy sports industry, presenting key issues, strategic alternatives, financials, and market expansion opportunities.

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Bobsla: E-Motion on snow Taking the Bobsla to the world s snowy slopes Luise Bergmann, Jana Weile, Jakob Roessling, Georg Mayer HHU HHU. CONSULTING

Todays agenda 01 02 03 04 05 06 07 Recommendation Key issues Situation analysis Strategic alternatives Implementation Financials and risks Wrap up HHU HHU. 2 CONSULTING

How can you develop a ecological business plan for convincing potential investors ? HHU HHU. 3 CONSULTING

Recommendation HHU HHU. 4 CONSULTING

The road of success starts with expanding your business to a new market 1. Expand to niche market in the US Target new customer group 2. Increase awareness of the Bobsla Show advantages of E-sleds - Try out opportunity 3. Utilize the great potential in the US B2C sector Us customers interested in fun transportation HHU HHU. 5 CONSULTING

Key issues HHU HHU. 6 CONSULTING

The key to success is to focus on the three main key issues Market expansion Production capacity Revenue gain HHU HHU. 7 CONSULTING

Situation analysis HHU HHU. 8 CONSULTING

US market shows the highest potential in the snowmobiling sector Market analysis B2B already successful Ecological hotels as partners Higher interested in other outdoor sports Lower market potential Less private own E-sleds EU market High global market growth Especially in US, Canada & Russia High economic impact of snowmobiling industry High potential in B2C Huge market potential More private owned snowmobile General market US market HHU HHU. CONSULTING

Potential target areas in the united states need to be open mindd Requirement for US potential areas High class ski resorts Wealthy citizens Technology interested Fun & easy lifestyle Interested in outdoor sports Higher owning of heavy outdoor machinery HHU HHU. 10 CONSULTING

Focus on your strengths Strengths Weaknesses Low awareness Unique look Unfocused business model Seasonal use Difficulties recharging Second mover advantage Low costs High fun factor Own patented technology Technological advantages Opportunities Threats New target market Demand for sustainability Growing outdoor market Covid recovery Low production capacity Better financial situation of competitors Technological development of competitors HHU HHU. 11 CONSULTING

Strategic alternatives HHU HHU. 12 CONSULTING

For long-term success you have to make important decisions to solve your three key issues Market expansion Revenue gain Production capacity HHU HHU. 13 CONSULTING

First you have to decide in which market you will expand USA North America Canada Market expansion Russia Europe Go for this alternative Don t go for this alternative HHU HHU. 14 CONSULTING

We suggest to enhance your position in Europe and expand to North America North America Russia Europe Evaluation Evaluation Evaluation ~ ~ Market potential Profitability ~ Feasibility ~ ~ Image Fit HHU ~ Poor Medium Good HHU. 15 CONSULTING

Expanding to the USA is a more promising opportunity than expanding to Canada USA Canada Evaluation Evaluation ~ Market potential Profitability ~ ~ Feasibility ~ ~ Image Fit HHU ~ Poor Medium Good HHU. 16 CONSULTING

Second you have to set up your revenue model Business to service Sales per unit Business to customer ~ Revenue model Licensing Bobsla as service ~ Go for this alternative Don t go for this alternative Keep this in mind for later HHU HHU. 17 CONSULTING

We suggest to sell the Bobsla per unit Bobsla as Service Evaluation Sales per unit Licensing Evaluation Evaluation ~ ~ Market potential ~ ~ ~ Profitability Feasibility Effectiveness HHU ~ Poor Medium Good HHU. 18 CONSULTING

Accelerate your B2B-business to create awareness and enable your B2C-business in the long-term B2B B2C Evaluation Evaluation ~ ~ Market potential Profitability ~ Feasibility ~ Effectiveness HHU ~ Poor Medium Good HHU. 19 CONSULTING

To generate more sales you have to grow your production capacities ~ Expand plant Assembly New plant Licensing (external) Production capacities Outsource Go for this alternative Don t go for this alternative HHU HHU. 20 CONSULTING

Keep assembling your product to use your expertise, supplier connections and brand reputation Assembly Licensing Outsource Evaluation Evaluation Evaluation ~ ~ ~ Costs ~ ~ Feasibility Effectiveness HHU ~ Poor Medium Good HHU. 21 CONSULTING

Open up a new plant in another location and expand your current plant in the long-term New plant Expand plant Evaluation Evaluation ~ ~ Costs ~ Feasibility ~ Effectiveness HHU ~ Poor Medium Good HHU. 22 CONSULTING

After making the decisions according to your three key issues you are prepared for long-term success Market expansion Revenue gain Production capacity HHU HHU. 23 CONSULTING

Implementation HHU HHU. 24 CONSULTING

The ideal state for expansion is Colorado Outdoor lifestyle Colorado is Bobsla s next hub Sustainability trend Travel destination HHU HHU. 25 CONSULTING

Aspen as the perfect starting ground to spread the gospel of e-sleds High density of upper-class hotels No travel time between different cities Hotels looking to differentiate Sustainability as a necessity Access to potential individual owners High net worth individuals on holiday Familiarize with the product Need to be entertained Transfer formula Snow Adapt the proven concept Entertaining event as the place to be Potential series in nearby areas such as vail HHU HHU. 26 CONSULTING

Sell e-sled to hotels after trial period to increase cash flow Offer short term trial periods of 2 weeks Events planned together with hotels for guests Creates awareness and demand by hotels Faster generation of cash flows Less initial capital needed than for Sled-as-Service Fewer investment to finance expansion necessary Proximity ensures Satisfaction Focus on one city enables proper service Helping to implement formula snow HHU HHU. 27 CONSULTING

The future includes sales to individuals and a new assembly plant overseas Start selling to individual Benefit from large individual market in Colorado and US Increased sale ensure economy of scales New assembly plant in Boulder,CO Proximity leads to lower shipping costs Students as part time assemblers HHU HHU. 28 CONSULTING

The road ahead 2021 2021 2022 2022 2023 2023 Cost Cost Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 $k Contact hotels in Aspen 30,0 Start trials in Aspen 135,0 Increase production in Europe 350,0 Assembly plant in US Sell to individuals in US Milestone Project phase HHU HHU. 29 CONSULTING

Financials and Risks HHU HHU. 30 CONSULTING

We start the next winter months with the following financial plan Value Total $7,000 x 50 Per vehicle Small scale (0-50 pieces) Production costs $350,000 $5,000 x 100 $500,000 Big mass (51-150 pieces) $850,000 $12,500 x 150 Sales price Per vehicle Revenue Total $1,875,000 Profit Revenue ./. Production costs $1,025,000 Formula on snow Event income $20,000 Start in winter season 2021 / Fully exploit the potential at the end of 2022 $1,045,000 Revenue in the next fiscal year HHU HHU. 1 US Dollar equals 0.89 Euro 31 CONSULTING

In order to implement the growth strategy, the following expenditures must be realized Expenditures $250,000 Staff Existing $135,000 New hires $80,000 Marketing Marketing campaign EU $150,000 Sales Representative US $30,000 Expansion Testing US sleds $300,000 Production Assambly in the USA $945,000 Total HHU HHU. 32 CONSULTING

Example calculation for the purchase and benefit of a snowmobile $12,500 Selling price Per vehicle 15 minutes Use Minutes per bundle $22.50 Price per bundle Calculation 555.6 Tickets a 15 minutes Assumption: The vehicle can be used 3h a day and 4 per week 138.9 h Hours 46.3 Number of journeys 15.4 weeks = 3.9 months Period after the vehicle is profitable HHU HHU. 33 CONSULTING

For Bobslas sustainable growth potential, the following risks should be taken into consideration Impact Risks 4 1 1 US market (B2B) not interested in the product 2 2 US customers (B2C) do not buy the product 3 Technological advancement by competitors 5 4 Targeted sales numbers for 2022 not realized 3 5 Ongoing duration of the Corona pandemic Probability HHU HHU. 34 Low Medium High CONSULTING