1. THE R15e
We’re not just all torque.

2. The first electric team at any F-SAE competition
in the world.
2008
Concept
Car
1
The R10e
The R11e

3. Rare depth of experience
@ National Gallery of Victoria
1
The R12e
The R13e
The R14e

4. OVERVIEW
→ Original Business Logic Plan
→ Target Market
→ Competition: Price and Running Costs
→ R15e Features
→ Suggested Manufacturing Model
→ Suggested Marketing Model
→ Proposed Business Deal
2

5. ORIGINAL BUSINESS LOGIC PLAN
3
ANNUAL TARGETS:
→ Unit production cost: $25,000
→ Unit selling price: $30,000
→ Sell 100 = $300,000 profit
(average over first five years)

6. DESIGN TARGETS:
→ Competitive price & low running costs
→ Race-competitive with an IC car
→ Reliability
4
ORIGINAL BUSINESS LOGIC PLAN

7. 5Image Source: Goh Chai Hin, Getty Images

8. TARGET MARKET
6
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

9. 8
TARGET MARKET
0 50 100 150 200
Other
Closer track
Safer
Tuneable to ability
No maintenance
Really low running costs
Number who selected
Reasons why fans WOULD get into racing

10. Chris, 42
Long-time fan,
commitments
9
TARGET MARKET
Image Source: Shutterstock

11. Ben, 27
Loves tech and adrenaline,
spare income
10
TARGET MARKET
Image Source: GoPro

12. 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
11
COMPETITION
Ariel Atom 3 → ~$68,537 (US importer price)
Top speed: 233km/h

13. RUNNING COST COMPARISON
12
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.

14. RUNNING COST COMPARISON
12
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.

15. 13
COMPETITION

16. 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
14

17. INTRODUCING
15
THE R15e

18. 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
16
R15e Drivetrain

19. CUSTOMER:
Reliability:
→ Steel space frame, easy to fix
→ Single motor
R15e BENEFITS
17
R15e Steel Spaceframe

20. R15e BENEFITS
17
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

21. MANUFACTURING:
→ Standard methods of
assembly & equipment
→ Steel frame faster and
simpler to build
than monocoque
→ CNC machines for
uprights & drivetrain
components
→ Electronics can be
outsourced cheaply in bulk
R15e BENEFITS
18

22. MARKETING CAMPAIGN:
Chris → events, magazines
Ben → 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
19

23. BUSINESS MODEL
FOR:
→ 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)
21

24. THE R15e
Not just all torque…
→ Attractive price, low running costs,
competitive, reliable, high-tech
→ Straightforward to manufacture
→ $320,535 profit per 100 units