This case is mostly interviewer-led. The questions should be used to guide the interviewee.
The challenge of this case lies in the structured handling of the following three task areas:
A car park and parking lot operator pursues the strategic goal of exploiting new sources of income via digital business models. As part of this initiative, a MVP (Minimal Viable Product) was developed for a parking app that enables users to search and pay for paid parking spaces.
The managing director approaches you with the request to carry out a comprehensive analysis of the parking app. First, the digital business model of the parking app will be analyzed. After the strategic consideration, a financial evaluation of the parking app will be carried out.
On this basis, a clear recommendation will be made as to whether the app should be rolled out throughout Germany or not. Finally, an analytics-driven expansion strategy should be considered.
As digital business models are still unknown to the managing director, the first step is to gain an exact understanding of the parking app's business model. To do this, your client asks you to map the business model in the Business Model Canvas.
The Business Model Canvas is a tool for displaying business models. Company or product offerings (what?), customers (who?), infrastructure, and finances (how?) are analyzed using nine building blocks.
Now the business model of the new idea of the parking app is fixed. Consequently, a business case is to be calculated. To calculate the profitability of the business idea, it is necessary to calculate different parameters. These include:
Leap into the future: After one year, the launch of the app has proven to be a complete success on the market. The parking app is able to participate in the business of its competitors through the fees charged by the car park operators. In view of this positive development, the operator of the parking app is aiming to expand its own car parks. To this end, the company wants to identify regional gaps between parking supply and demand on the basis of the user data recorded via app. On this basis, attractive regions for the opening of new car parks are to be identified and prioritized.
A friendly senior manager with many years of project experience in the area of Big Data & Analytics provides you with a best practice reference model on request. You can use it as the basis for developing a procedure model for the parking app.
Please answer the following questions using the framework:
a) What could the three steps Data Sources, Data Processing and Data Analysis look like for the described use case?
b) What pitfalls must the operator of the parking app expect for each level?