Video-case: Flying Cars

Why Don't We Have Flying Cars Yet?

Video Link: https://www.youtube.com/watch?v=ruyRlw9_5VA&ab_channel=CNBC

Instructions: Watch the YouTube video using the link above, then answer the questions that follow by
filling out this sheet. Each of the boxes below will expand if you require more room.
We will discuss the case in class, so be prepared to interact on each question.

1. Assume you're the CEO of a company working on vertical takeoff and landing (VTOL) technology.
Based on the information provided in the video about the technology and the market, where would you
place your firm on the S-curve? Conduct an S-curve analysis to justify and explain your answer.

Move the green diamond to the appropriate place on the diagram below

Explain your answer in two or three sentences or bullet points.

2. Based on your answer to Question 1, what should your firm focus on?

Explain your recommendation below in a brief paragraph or a detailed bulleted list. Remember to
consider what steps your firm should take.

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3. A rival firm has never heard of the S-curve or product lifecycle analyses. What incorrect assumptions
are they likely to make about the market for VTOLs? What are the likely consequences of those
assumptions?

Possible Incorrect Likely Consequence

Assumption

Possible Incorrect Likely Consequence

Assumption

4. As part of your analysis, you should have assessed how rapidly the markets, products, and
technologies are changing in the urban air mobility industry. Based on your assessment, how long until
this industry provides a steady revenue stream? How long is this revenue stream likely to last? How does
this change the strategic planning of your VTOL company?

Give your assessment below on how long it will take until this industry provides steady revenue and
how long it is likely to last.

Explain how this may change the strategic plan for your VTOL company in a brief paragraph below.

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5. Conduct an S-curve analysis for Uber in the ridesharing market. Where is Uber on this S-curve? What
does its position on the S-curve tell you about its decision to invest in VTOL technology?

Move the green diamond to the appropriate place on the diagram below for Uber

What does Uber’s position on the S-curve tell you about its decision to invest in VTOL technology?