Case Study: The Narrow Car Company

Solution:
This study illustrates the birth of an idea and show how that idea can be realized into a marketable product.
It deals with engineering design and development issues and highlights the importance of developing sound
marketing strategies including market research. The importance of appropriate support mechanisms for
young entrepreneurs is also covered. The case study illustrates how successful entrepreneurs deploy a range
of entrepreneurial skills and knowhow. Above all, the entrepreneurs are seen to have the capacity to
innovate and exercise vision.

Title page:

keywords:
developing/selling engineering solutions, motor Industry, narrow vehicle concept, Prodrive Automative
Technology, designing/building engines, funding options, potential corporate partners, UK Government
SMART grant, steering system, ‘mule’ vehicle, narrowtrack, traffic evading agility, roll-control capability,
transport options, frontend, proof of concept, markets, commuter vehicle, cost/environmental benefits,
single passengers.
Vision:
To be the sole owner and champion of a complete product.
Mission:
To set up The Narrow Car Company, secure a grant/funding program, looking at applications to improve
transport options for the disabled and prove beneficial for a number of markets.
Concept:
First idea -- to get far away from the motor Industry and build boats.
Idea shifted --making cars due to more knowledge.
Working --on a new narrow vehicle concept (towards the end of seven years as Director of Engineering at
Prodrive Automative Technology in Warwick in the UK).

Gaps:
The vehicle concept will provide alternative choice for personal and city transport. As nothing is offered
from automobile manufacturers and this is where the Naro is pitched.
Characteristics/Properties:
 Features a narrow-track, offering the traffic evading agility of a motorcycle with the comfort, safety
and load capability of a car.
 One or two person models are possible with flexible capacity for carrying loads.
 Tall ,visible ,narrow, light and efficient.
 clever bit in the steering system featuring roll-control capability that enables stability to be
achieved automatically (even though the vehicle leans like a motorbike).
 Looking at applications to improve transport options for the disabled.

Basic Requirements:
Environmental benefits-- parking in a third of the space occupied by a conventional passenger car,
significant reductions in congestion, gaseous emissions and CO2, cuts pollution.
Cost benefits --30% of normal fuel consumption
As a taxi-- valuing time/tight schedules, three fold reduction in journey times could be achieved.
Ideal platform-- to expand pillion rider service for a fainter hearted passenger

Geographic location:
Personal and city transport

Executive Summary:
Abstract:
The study reveals concept of an idea and demonstrate how that idea can be apprehended into a finalized
marketable product --The Naro Car. The Entrepreneur dealt with engineering design, support mechanisms
and development issues. The importance of developing sound marketing strategies and research has also
been highlighted. The car design is a breakthrough invention covering all the necessary requirements and
fits perfect according to the desires of an ideal journey. Special attention has been paid to the system needs
of challenged inhabitants plus incorporating the cost and environmental benefits.

How?:(Justify the opportunity assessment)

The products emerging from this project could help to launch a whole new business stream for the UK
automotive manufacturing sector as well as licensing opportunities overseas.
Why:(It should be implemented?)
Beneficial for end customers, niche manufacturers and suppliers of systems.

Security Concerns:
Licensing authorities
Sponsors:
Coventry University, European Union’s Innovative Actions program, Prodrive, Government SMART
grant.
Suppliers/Customers:
End customers -- who could enjoy a step change in personal transport;
New vehicle market segment-- for niche manufacturers;
New system technology-- for suppliers of systems such as the roll-control and steer-by-wire systems.

Feasibility study:
Environment friendly, cost effective, time saving, prototype is ready for testing in real time.
Description of the business:
Domestic as well as commercial utilization, as a Taxi, DHL worldwide express.
Manufacturing rate depends on the demand.

Technology Selection:
steering system software(applications to improve transport options for the disabled), roll-control capability,
traffic evading agility

Marketing Plan:
Need Based --presence of a void
SWOT:
Strength --Strong meaningful idea with skills and experience to work with
Weakness-- funding options
Opportunity --a segment of the market where currently nothing is offered from today’s automobile
manufacturers, best opportunity for pitching the idea.
Threats -- competitors may steal the opportunity window, potential markets are many,varied and with proof
of concept.

Test Marketing: sufficiently enabled a static rig to be built to test the steering system and also a ‘mule’
vehicle, a moving but frame only prototype.

Marketing Strategy: any of the above mentioned characteristics/ properties or requirements can be
emphasized to develop a strategy for marketing. (Try making it more creative like paying special attention
towards reduction in journey times or dimensions or incorporating the needs of disabled).

Financial Plan:
Total project cost, Initial money, step-wise funding (like in this case front-end funding), Break-even
analysis, Balance-sheet --(if data available)
Available fund: UK Government SMART grant of £57,000

Organizational Plan:
Includes the system, structure, approach and 1st hand knowledge of everything.

The OBS can be made generic but do stick to the appropriate details(which are related to the given case)
and assign the designations (if mentioned in case study).
 Business
Owner/Founder/CEO
(Hugh Kemp)

Design and Marketing & Finance & HR (Staffing

Sales Operations Accounting
Manufacturing Agency)
Inventory Sponser Administratio
Product Advertising Management details n
Testing
Product Supply chain Procurement
Quality
pricing Mgt. Accountant
Control
referral Customer Hiring
building Bookkeeper
Services
Budgeting/ Training
Tecnicians
Forecasting

Operational Plan:
How the system will operate?
Retails, Reseller details, inventory mgt. warehousing and supply-chain operations.
(Extract the data from study, not entirely applicable here).

Appendix:
postscripts, definitions, abbreviations, afterword, attachments(documents/design models), references,
contact informations etc.