演讲稿

Page 1. Introduction
Hi, we are team 1. We are going to share our new product idea for Tesla. The presentation
can start with a brief introduction, and then it starts with customer fit, growth and
profitability, product portfolio fit and competitors, were analyzed separately for Cybertruck,
and the final score will be summarized at the end of the presentation. If u hv any Qs, please
tell us at the end of our presentation.

Page 2. Idea Generation- Internal source

First, I am going to share the internal resources of the idea generation process. Currently, the
Cybertruck is all-electrically powered and is regarded as one of its unique selling points.
However, many potential customers concerned about the endurance of the electrically-
powered car, especially when they have travel needs. This is because compared with fuel car,
the biggest flaw of Cybertruck is that it is not easy to charge the car at any time and the
cruising range is not far enough. As a 6-seater car, Cybertruck is obviously suitable for multi-
person travel, such as road trips for a large family, and the battery life of the car is very
important at this time.

Next，please welcome zixin to explain the customer needs and customer fit
score.

Page 3. Customers’ Demands

Even though in 2022, there is a small portable electric car charger has been developed, the
customers still want more options to solve the power charging concerns. Thus, the first idea
to solve this issue for the potential customers is to design a power bank for Cybertruck. This
is promising in the married families with young children. They often travel a lot. When they
buy a car pays more attention to the configuration, practicality and safety of the car (Wang
Wang Car Reviews, 2023), and the appearance is not what our target customers priority, so
our new design will make our target Customer groups prefer to choose.

Currently, the Tesla Cybertruck has six seats for adults. However, the customers feedbacks
complained about these seats seem to be tight and without comfortable accessories which are
often associated in other modern car brands such as Honda and Jeep which are known for
their comfortable spaces. Many potential customers said they cannot deal with less comfort
after a test drive (Greg, 2021). Thus, the second idea is to reduce the seats to four to release
more space and allow the truck to carry out some pick-up activities to be more competitive in
the market.

Page 4. Score
The customer fit score therefore is calculate as the figure indicated. The first idea could
benefit larger customer base and allow mass production. Thus, the scores are higher than the
second idea. While the second idea to reduce customer seats is less attractive, as there are a
few customers are looking for extra space.

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Next ， please JingJing will talk about External sources and score of idea
screening.

Page 5. Ideas Generation-External sources

Furthermore, the new competitor of Cybertruck is going to be officially introduced to the
market in 2024. Stellantis has released the prototype version of the huge electric pickup truck
which is named as Ram 1500 Revolution. It has amazed the automotive fan with many bold
designs and technical revolutions. The pickup truck will be dubbed the Ram 1500 BEV and
combined with a more advanced safety system (Network, 2023). The team also equipped this
car a smaller and more powerful motors to shift the cabin forward and increase the car length
to make the space more comfortable.

Page 6. Score
These features could greatly threaten Cybertruck’s performance in the market. Meanwhile,
other competitor such as the Chinese manufacturer BYD is introducing a new pick-up truck
with exciting new features which also could pose threat to Tesla’s Cybertruck in the Chinese
market. Thus, the overall socre for the segment size is higher for the idea 1 and there will be
more customers adopters. While for the idea2, there are many competitors offer the same
feature with large spaces, thus the scores are lower.

Next, please Vocalow describes the ideas generation and Competitive

Advantage.

Page 7. Ideas Generation

Thus, based on the internal and external sources, the following two business ideas are
generated in order to cater to the customer needs and remain competitive in the market at the
same time.
First idea is to design a power bank for Cybertruck to allow the customers such as married
families to travel without charging concerns.
The second idea is to change Cybertruck from 6 seats to 4 seats, and then make the storage
space at the back larger, so that drivers can use Cybertruck to carry out some small
commercial activities, such as transporting goods. This could increase the comfort of the
seats at the same time and increase the functions of the truck.

Page 8. Competitive Advantage

Currently, the technology could put this idea into production to design a high-volume power
bank to support the Cybertruck to travel longer distance. And the lithium battery vehicle
power bank technology won the prestigious British Engineering Excellence Award (Techt,
2022). Also, with the availability of the technology support, the production cost is affordable
for the company to carry out mass production. The first idea could be more competitive, as it
enjoys some technology patents and other competitors cannot copy this techlogy. Thus, the
overall score for the first idea is significantly higher due to the second idea lacking
technology barrier and easy to achieve in the market.

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Chengzhu next, please explain the problems that Cybertruck will face.

Page 9. Barriers
However, there are some barriers as well. Now the main difficulty lies in how to reduce the
size of the power bank as much as possible, and try not to take up the space in the trunk of the
car. Other obstacles including potential safety hazard of power bank. Due to the limitations of
technology, the power bank is likely to be very large, so if the car carries such a high-power
battery on the road, there may be certain safety hazards. Furthermore, because for
Cybertruck's target customer group, the storage space of the car also affects the customer's
desire to buy, so it is necessary to balance the power bank to increase the mileage and the
storage space of the trunk.

Page 10. Idea Screening- Competitive value proposition investigation

The first idea is to design a power bank for Cybertruck. As discussed above, this idea is more
competitive and could yield higher competitive advantage against the existing competitors.
This is because, though the battery technology is getting mature, however, to both have
smaller and safer power bank with large volume is still challenging for many competitors in
the market (University of California, 2023). Tesla as one of the pioneering companies in the
battery and electronic car industry, it has the capacity and resources to design a new power
bank for the Cybertruck. While reducing seats seem less competitive, as there are no
technology barriers and there are many existing customers already provide these options with
larger space in the car. Also, there are not many car designers to provide power bank options
in the market. This could reduce the pressure for Cybertruck to adopt this idea. Though
competitors might start to copy this idea, however, with the technology barrier and patent
limitation, the competitors will pay a lot of financial resources to access this technology.

Finally, guoyong, please conclude the presentation.

Page 11. Idea Screening

Furthermore, other matrix to screen the ideas could based on customer needs, profitability
and ROI. The first idea could fit more customer’s needs and it could be a unique selling point
to attract more customers based on the customer feedback. Second, it fit the product portfolio.
It not only could make Cybertruck more attractive, but also could increase the battery
business line for Tesla to increase the profitability of the company and generate higher ROI.
However, reducing the car seats might not increase the sales, as some of the customers are
looking for more seats, especially the American households often have a big family. Thus,
overall, the first idea to design the power bank for Cybertruck is more idea for Tesla to adopt.
Therefore, the scores for the idea 1 is significantly higher, as it could bridge the existing
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product gap, while the second idea cannot bring competitive advantage to the existing
product portfolio.

Page 12. Conclusion

Overall, the idea to design a power bank is more competitive and promising than to reduce
the car seats. This is because, the power bank idea is hard to copy and the technology
innovation could allow mass production with reduced cost. Also, with the technology barrier,
it will make the competitors hard to copy. Though many customers want comfortable seats,
however, Cybertruck is a cool car with unique appearance. Customers more focused on the
configuration and the design concept, thus, they might go easy on the tight seats. Also, the
seats reduction can be made easily and there are many options of large-room cars which
cannot equip Cybertruck a competitive edge against other competitors.

Page 13. References

These are the references we use

Page 14. Q&A

Thank you, that’s all of our sharing, any questions?