Earth Motors

Business Plan

Andrew Hawgood, Founder

Created on 08/31/21

earthmotors.io Intro
 Executive Summary
Product Earth Motors is an Zero Emission Vehicle filling station; providing a number
of charging options for diverse array of electrically charged mobility.
Electricity will be sourced sustainably from green resources, such as wind
and solar. The station will be built to accommodate electric cars & trucks,
electric bicycles, scooters and mopeds, last-mile mobility solutions, as well
as large scale long-haul trucks and buses.

Customers The target audience for Earth Motors are people in transit, specifically
drivers of Electric Vehicles. Customers will be served via strategically
positioned filling stations near roadways, much like a gas station would
attract passing Internal Combustion Engine [ICE] cars and trucks. In an
urban setting Earth Motors stations will look to accommodate diverse
array of mobility; electric bikes, last-mile delivery, and depending on
municipality cooperation, integrate with public transport.

B2B relationships could be formed as companies look to electrify their

fleets. Electric Long-haul trucking is an opportunity, as Earth Motor filling
stations would be ideally placed along hauling routes. Electric buses could
be charged on daily routes, as well as potential electrification of RVs, and
other large format EV mobility solutions in the future.

Future of the While the nascent electric vehicle industry is just coming online, we
Company believe that there is a place for high-quality, sustainable, and clean filling
stations to accommodate the future of mobility. Our goal is to build a newly
thought-out ‘gas station’, that will safely recharge a population in transit,
and stand the test of time, one charge at a time.

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 Company Description
Mission Statement We look to own and provide comprehensive charging stations for ZEV
drivers — by ensuring a consistently simple, seamless and ecologically
sustainable experience.

Principal Members Andrew Hawgood, Founder

Legal Structure Earth Motors will be a Limited Liability Corporation.

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 Market Research
Industry Earth Motors will be a part of the sustainable mobility movement.
Currently, electric vehicles a niche market, commanding 2% of the current
US market. The largest charging networks, such as Tesla and Electrify
America, have large inventories of charging stations set up internationally
and nationally.

President Biden has called for 40 percent of new cars to be electric by

2030. But motorists still fret about running out of juice—even if it rarely
happens. Creating more charging, especially more publicly accessible
ones is seen as ‘the holy grail’ to a clean transportation network. A recent
analysis by the International Council on Clean Transportation estimates the
US will need 2.4 million public and workplace chargers by 2030 if it wants
to meet goals. Today, it has 216,000.

Last year, roughly 2 percent of cars sold in the US were electric, almost
half of them in California, meaning sales will have to increase 20-fold to
reach goals. By 2040, electric, plug-in hybrid and alternative fueled cars
are projected to be 80% of the global market. By 2050, most countries
have pledged to be carbon neutrals, and in the US gasoline cars will longer
be legally sold. This means there is incredible potential for growth as the
electric vehicle market blossoms.

Detailed Description The two groups that the company plans to market to are ZEV drivers (zero
of Customers emission vehicles) and electrified corporate and government fleets.

Millennials are more accepting of EVs than Baby Boomers, although both
demographics are eager to see more EVs introduced. Currently, Gen-X
men are most likely to buy an electric car. State and federal incentives are
the biggest purchase motivators.

Strategic partnerships will have to be perused locally in Santa Barbara, well

as corporate fleet opportunities as they come on-line.

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 Company Advantages
Industry The major advantage Earth Motors provides, versus at home charging, is
that at home is mostly a Level 1 charger can charge a car overnight. Earth
Motors would start with level 3 DC Fast Chargers, which would take about
20 minutes for a full charge. Additionally Earth Motors would provide
customers with:

• Quick, 24-hour service

• 100% carbon free energy
• Access to services and retail on-site (average stop time 20-30 mins)
• Access to services off-site via on-site eBikes for hire and public
transport
• High-quality, user experience and interactive accessibility
• Green, highly designed and thoughtful spaces

Regulations Earth Motors filling stations must meet all federal and state regulations
electric charging. Specifically, Authority cited: Sections 12027 and 12107,
Business and Professions Code. Reference: Section 12107, Business and
Professions Code; § 4002.11. Electrical Vehicle Fueling Systems. (3.40.)

https://www.cdfa.ca.gov/dms/pdfs/regulations/EVSE-FinalText.pdf

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 Service Line
Product/Service Electric Motors looks to supply their own energy, and looks to work with
utilities and municipal regulators to potentially sell per kilowatt hour [kWh].
This would eventuate in Earth Motors becoming not only a filling station,
but an energy provider.

If local restrictions require, Earth Motors will offer EV drivers per-minute

rates for the time they’re parked charging up or per-mile rates that are
often allotted in monthly subscriptions. This allows Earth Motors to operate
where it is otherwise illegal to resell kilowatt hours of electricity.

Product Lifecycle Generally public charging station rates are based on a number of
dimensions: location, time of use, length of use, and power level, which
factor in the price of the commercial electricity usage. California has the
highest electricity rates in the country and time-of use pricing, which
varies by time, weekday and season. In Santa Barbara Clean Energy (SBCE)
territory weekday peak pricing is between 4 - 9 p.m.

Charging fee: $0.22-0.38 per kWh

Billing per minute model: 26¢ per minute spent charging, $12.35 on
average to fully charge
Idle fee can range from $0.40 per-minute to $1.30 per minute.

Intellectual Earth Motors is a will be a registered business in the State of California.

Property Rights

Research & The company is planning to conduct the following research and
Development development:

• Analysis of Electric Charger Providers; pricing, lifecycle of chargers,

leasing arrangements. Examples Tesla, Volta, ChargePoint,
• Price of electricity through public utilities, versus, becoming a private
utility self-resourced energy via solar/wind
• Review available market research to competitors in field; both private
and public entities
• Align company goals with upcoming government infrastructure plan.
• Review possible liabilities with both running a parking-lot style
business (property damage, personal injury, employee insurance),
as well as potential liability with producing electricity.
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 Marketing & Sales
Growth Strategy To grow the company, Earth Motors will do the following:

• Will launch a flagship Filling Station and headquarters in Santa

Barbara, California.
• Create a site-from-highway 101 sign, a la, a traditional gas station.
• Grow flagship station into Energy Resource, aka a solar power plant,
integrate into part of a larger microgrid.
• As business grows, advertise in target markets, especially in advance of
the high traffic seasons.
• Grow, within Santa Barbara County at first (for fluency in county
jurisdiction), alongside highway areas; along highway 101.
• Partner with local public and private entities that are looking for fleet-
charging opportunities.

Communicate Earth Motors will communicate with its customers by:

with Customers
• Providing an email newsletter with company news, product information.
• Using targeted Google and Facebook advertisements.
• Utilizing social media such as Twitter, YouTube, Facebook, LinkedIn,
Pinterest, etc.
• Providing information and contact on the company website.
• Attending industry events such as mobility and public infrastructure
conferences.
• Integrate with existing websites and apps that locate charging stations,
aka Tesla, PlugShare, CharePoint, County Of Sb, Google Maps, etc.
• Create a B2B strategy to collaborate or service corporation looking for
charging solutions.

How to Sell Currently, the only person in charge of sales for Earth Motors is the owner,
Andrew Hawgood. At launch of flagship filling station, Earth Motors
will look to add an employees to assist with day-to-day operations,
management and brand ambassadorship. The target demographic for the
company will be EV Drivers, electric last-mile delivery vans and bikes,
electric bicycles, potentially long-haul EV trucks. The company will
increase awareness to our targeted customers through highway-seen
advertising, public relations and media, social media, as well as paid media
on social platforms, local television and radio.

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Earth Motors
Please forward any comments, or questions to:

Andrew Hawgood, Founder

andy.hawgood@earthmotors.io
earthmotors.io

Created on 08/31/21
© Earth Motors, 2021

earthmotors.io Contact — End