Sophie Mondale
Insights | Strategy | Alignment
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Unlocking $70M in New Revenue at Motional
CONTEXT
Motional is a B2B autonomous vehicle play with a partnership strategy. This means we work with existing vehicle manufacturers (Hyundai/Kia) as well as transportation-as-a-service (TaaS) providers (Uber, Lyft), selling a complete autonomous mobility solution to vehicle fleet owner-operators (like Hertz or National) who are seeking to turn around their businesses by investing in new technology.
Mobility for passengers is Motional’s primary focus, but we wanted to identify more ways to be as valuable as possible to our partners.
THE WORK
- Identified adjacent business opportunities and customers for a B2B autonomous vehicle platform, leveraging existing research and leading new inquiry
- Created a framework for evaluation of those opportunities, including criteria across desirability, feasibility, and viability to guide leadership decision-making
- Co-developed the go-to-market strategy for autonomous delivery that was included in Motional’s commercial plan as presented to investors and was also leveraged to secure a national merchant partner (Shake Shack)
- Led research to define requirements for a delivery service, including observation and job shadowing in restaurant locations, intercept interviews with Eater recipients, and prototype testing to refine the delivery experience
- Secured c-suite buy-in for in-vehicle modifications to support the delivery use case, including a custom insulated delivery compartment
- Partnered with UberEats, leveraging research insights to design a digital experience for Eaters that incentivizes users to opt-in and easily use the service
OUTCOMES
- Helped to define a $70M new revenue opportunity for Motional leveraging existing technology, resources, and partnerships
- Successful pilot with UberEats in Los Angeles, with 15 paticipating restaurants and over 5k deliveries
- Uncovered insights to improve the in-app experience for Eaters, increasing timely order handoffs by 10%
- Outlined a strategy for identifying the right merchant partners to collaborate with, improving merchant efficiency and satisfation with the pilot