Entrepreneurship Assignment: AmpiCharge Case Study

INTRODUCTION

Context and Background: AmpiCharge is a pioneering solution to the increasing need for electric vehicle (EV) charging infrastructure in lower-income areas. Deployed on demand, these mobile adaptable and sustainable charging stations mitigate the range anxiety and long waiting time issues faced by EV owners and the company. As the number of electric vehicles continues to grow rapidly, the UK’s fixed charging infrastructure fails to keep up with this rapid growth, especially in rural or sparsely populated urban areas with limited access to charging stations (Chen et al., 2020). AmpiCharge’s mobile units are flexible enough to provide fast and efficient charging solutions where they are needed, expand EV infrastructure accessibility to underserved areas, and maximize organic demand.

Problem Statement: AmpiCharge aims to help address the pressing lack of EV charging stations, as many urban areas or rural areas can only hope to accommodate charging hubs by providing little or no permanent infrastructure. This lack of accessibility is one of many that contribute to range anxiety—that EVs’ batteries will run out before an eligible charge station is reached, which discourages potential EV owners (Pevec et al., 2020). AmpiCharge is trying to break this barrier by offering mobile charging stations that can be put up immediately in high-demand areas for fast and secure charge access.

Significance of the Project: AmpiCharge is relevant as it is towards the UK’s Net Zero 2050 goals which aim to involve the widespread use of zero-emission vehicles to lower carbon emissions. These environmental goals are supported through AmpiCharge's effective way of enhancing EV charging accessibility through a scalable solution, which directly reduces greenhouse gases. Additionally, AmpiCharge’s deployment model makes a contribution to improved accessibility and creating jobs in underserved places and, as such, stimulates local economies through the development of a more sustainable transportation ecosystem (Mogaji, 2025). Based on Effectuation Theory and Lean Start-Up, the business will establish a framework to work on its technology based on customer feedback and continue to improve on new market uncertainties.

MAIN BODY

Ecosys Creation with Theories and Critical Analysis

Lean Start-Up, Analysis, and Implementation

Figure 1: Lean Startup Methodology

Theory Overview: Lean Start-Up is a process for launching a business in an unexplored market. Compared to traditional business planning, it encourages validated learning, consumer feedback, and rapid experimentation (Bocken and Snihur, 2020). By doing this, a Minimum Viable Product (MVP), a subpar version of the product, is promoted for release in order to test theories against actual consumers. Before investing resources beyond a human touch, startups can gather feedback from early adopters and make necessary adjustments.

Application to AmpiCharge

This is because the uncertain demand for EV infrastructure in the market fits well with the Lean Start-Up methodology. As the market for mobile EV charging solutions is still developing, a small-scale Minimum Viable Product (MVP) will be deployed in strategically chosen high-demand spots. That was how AmpiCharge was gathering real-time valuable customer feedback and solving important things like charging speed, user experience and demand in various regions. Feedback loops will be used to create iterative advances in features based on customer needs and market expectations (Patel et al., 2021).

The £500,000 is being crowd funded by those who have an interest in an environmentally conscious way. The first phase will look into low-cost, minimal investment to test the feasibility of the concept. The business model will be validated through early adopters who will also validate the product before its larger-scale deployment. The approach involves iterating towards minimizing the financial risks without over-investing in unproven infrastructure.

Furthermore, AmpiCharge will gather data regarding charging frequency and market demand in order to understand customers better. The scaling process is based on the minimum cost as new mobile stations are added and onto new locations as the demand grows (Li et al., 2024). AmpiCharge leverages Lean Start Up principles to scale its business with the right level of risk to its financials or operations.

Effectuation Theory

Theory Overview: The Effectuation Theory, put out by Saras Sarasvathy, takes the place of the conventional planning models. Effective entrepreneurs start with what they already have and work with stakeholders to coordinate opportunities (Sarasvathy and Botha, 2022). Rather than focussing on the future, they choose to focus on their responsibilities and remain adaptable to unforeseen circumstances. The core principles include:

• Bird-in-Hand: Use existing resources to build the venture.
• Affordable Loss: Focus on what is acceptable to lose rather than potential profits.
• Crazy-Quilt: Partner with stakeholders to co-create value.
• Lemonade: Embrace unexpected events as opportunities.
• Pilot-in-the-Plane: Focus on actions you can control.

Application to AmpiCharge: Effectuation Theory is utilized by AmpiCharge to utilize existing resources to enter the market as a controlled and scaled approach that minimizes risk. The Application of the Affordable Loss Principle allows the company to refrain from moneymaking at the early stages and experiment with little financial burden. To validate market viability and safety, AmpiCharge is also planning to use the first £1.2 million investment to build and test a small-scale MVP. This method reduces exposure to the uncertain market by taking a position on what the company can afford to lose, and then being flexible enough to change up in light of real-world feedback (Szpilko et al., 2021).

AmpiCharge capitalizes on forming strategic partnerships with local authorities, EV manufacturers and environmental organizations as it applies the Crazy Quilt Principle. These alliances also help in reducing the financial burden while also co-opting key stakeholders’ objectives with AmpiCharge’s, resulting in enlargement of the market access and co working (Hammett and Mdee, 2025). To be adopted by a broader, more diverse range of customer segments, AmpiCharge’s charging stations can be integrated with the needs of many partners, including automakers.

AmpiCharge can dictate its Customer Fit and Control within the business by running hypotheses in real time and hearing the voice of the customer. This iterative process helps the company to adapt quickly to customer needs, the company can then adjust its product offerings to market conditions. Strategic AmpiCharge expansion resulting in sustainability and responsiveness towards customer experience and efficient scaling can be achieved by Posing emotion on customer experience and efficient scaling (Zerrou, 2024).

However, though the Effectuation Theory permits incremental growth with low-risk investments, it might constrain AmpiCharge’s capability to rapidly scale if competitors are effectively able to raise finances (Reyes-Mercado, 2021). However, AmpiCharge can still weather uncertainty through the leveraging of its existing resources and adhering to a resourceful, adaptable approach suited to future growth. Lean Start-up and Effectuation Theory are applied to make sure that AmpiCharge remains focused on market needs and mitigate financial and operational risks.

Content of the Application and Business Planning

Business Model Canvas (BMC) of AmpiCharge

A strategic tool for visualising a company's core is the Business Model Canvas (BMC) (Das et al., 2020). The implementation of the BMC directs AmpiCharge's organisational structure to ensure that decision-making is carried out effectively and that the company plan is in line with market demands. The following is an explanation of key AmpiCharge features.

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                                                  Figure 4: Business Canvas Model

Key Partners:

• For intergration and guarantee compatibility with the wide range of electric vehicles (EV) from suppliers of EV manufacturers (e.g. Tesla, Nissan).
• By providing local authorities and municipalities with regulatory support, partnerships, and even possible subsidies to make the adoption of EV infrastructure widespread (Bosch et al., 2021).
• Crowdfunding platforms for the security of early stage investment from ecofriendly investors matching the fund against the company’s sustainability goals through investment.
• Ensuring high quality and efficient delivery of mobile charging solutions that comply to customer’s demands by charging station equipment providers.

Key Activities:

• Mobile charging stations deployment in underserved areas to expedite risk anxiety and wait time pressures faced by EV owners.
• Include research and development for improving charging technology specifically, such as increasing charging speed and reducing energy demand (Hemavathi and Shinisha, 2022).
• Customer engagement through an intuitive app, loyalty programs, and efficient customer support services.

Value Proposition:

By offering mobile, flexible, and sustainable charging solution, AmpiCharge addresses the need for charging infrastructure and mitigates the need to range anxiously as well as providing faster charging solution in order to contribute to the UK’s Net Zero 2050 targets (Ramaswami et al., 2023).

Customer Segments:

• Individual EV owners, especially those in rural and underserved urban areas.
• Fleet owners requiring large-scale charging solutions (Afonso, 2024).
• Municipalities seeking to enhance local EV infrastructure.

Revenue Streams:

• Individual users pay by use for the charging stations.
• Subscription fees for firms with EV fleets.
• Co-operation and partnerships for extensive deployments.

Cost Structure:

• Mobile charging stations are included in the initial infrastructure deployment expenses (Mastoi et al., 2022).
• Operational expenses including station upkeep and energy usage.
• Expenses for marketing and acquiring new customers to increase brand awareness.

Market Analysis

PESTEL Analysis:

Through a Political, Economic, Social, Technological, Environmental, and Legal (PESTEL) analysis, AmpiCharge can evaluate the external environment in which it operates.

• Political: A favourable atmosphere for this kind of business is created by the UK government's goal to Net Zero 2050 and incentives for the green energy industry (Ajayi and Pollitt, 2024). Policies and grants are available for EV infrastructure to encourage investment in environmentally friendly technology.
• Economic: The growing demand for electric vehicles is what propels growth (Rapson and Muehlegger, 2023). AmpiCharge's services are essential as the use of EVs increases. However, funding and market penetration are threatened by inflation and the corporate slowdown.
• Social: The transition to green technology is being driven by social demands (Bibri, 2021). AmpiCharge may take use of this opportunity to offer environmentally friendly products that appeal to socially aware customers.
• Technological: AmpiCharge's success depends on developments in battery technology and rapid charging. Through technical advancements, the company's value proposition will increase the charging process's speed and effectiveness (Singh, 2024).
• Environmental: AmpiCharge is also environmentally conscious, which translates to support for international sustainability objectives like the use of green energy and emission reductions. By offering hygienic mobile charging stations, the business supports the UK's Net Zero initiative.
• Legal: AmpiCharge must abide by zoning laws, energy use guidelines, and municipal and safety standards. As the market for EV infrastructure grows, its main duty is to adhere to new legal requirements and environmental standards (Nelson, 2023).

Porter’s Five Forces:

• Threat of New Entrants: Moderate - The increasing demand for green energy solutions poses a threat from new competitors, however the capital requirements for constructing EV charging infrastructure can be substantial (Barman et al., 2023).
• Bargaining Power of Suppliers: High - AmpiCharge needs energy suppliers and charging equipment vendors. Energy and equipment supplier costs account for the majority of expenses.
• Bargaining Power of Customers: Customers have a moderate amount of bargaining power because they can charge using other methods, but AmpiCharge's portable, adaptable charging stations provide a value that is unique to them.
• Threat of Substitutes: There aren't many viable alternatives to mobile charging that can expand to underserved areas with flexible mobile charging; therefore the threat of substitutes is minimal (Sarofim and Tawfik, 2022).
• Industry Rivalry: High level of industry rivalry, with rivals like BP and Tesla already having a significant impact on the EV infrastructure sector. AmpiCharge must set itself apart from the competition with its innovative and affordable solutions.

Business Planning for AmpiCharge

Ansoff Matrix:

Figure 5: Ansoff Matrix

The Ansoff Matrix gives AmpiCharge choices for strategic growth.

• Market Development:With an initial focus on underserved and unserved urban and rural areas that would not otherwise be served by fixed infrastructure charging, AmpiCharge will broaden the geographic reach of its mobile charging station offering. AmpiCharge will be able to expand its clientele and close gaps for its clients as a result.
• Product Development: AmpiCharge will work to advance its technology in order to improve energy efficiency, station mobility, and charging speed. Faster charging technology and Smart Grid connection will make AmpiCharge more appealing to consumers, whether they are individuals or businesses.

Despite their advantages, these growth tactics come with risks. Unexpected delays in product development, technological malfunctions, and high marketing expenses are all possible in market development.

Challenges and Opportunities:

• Challenges: The main obstacle is the high expense of infrastructure. Mobile stations need to be established with a major upfront financial outlay and as such can only be expanded with a need for long term financial stability (Mohammed et al., 2024). AmpiCharge also has to surmount regulatory barriers in various areas.
• Opportunities: AmpiCharge has a very high opportunity to monetize the rising demand of electric automobiles. The UK’s move towards Net Zero 2050 will require AmpiCharge’s mobile stations to bridge the EV infrastructure gap. It will present further growth opportunities through linkages with governments and EV manufacturers (Adamashvili and Thrassou, 2024).

The market research and Business Model Canvas illustrate the strategic elements that make AmpiCharge a viable business opportunity. AmpiCharge is well-positioned to control risks and grow gradually thanks to the Effectuation Theory and the Lean Start Up technique. The Ansoff Matrix indicates that product innovation and market expansion are the two main growth strategies that the company should think about (Solaimani et al., 2022). Despite ongoing difficulties with high investment capital and regulatory compliance, AmpiCharge is seeing an increase in its potential to expand its reach and help the UK meet its Net Zero 2050 goals.

Estimated Start-Up Expenses and Financial Plan

Startup Expenses

Expense Breakdown:

Table 1: Start-Up Expenses Table

Expense Category	Specific Breakdown	Estimated Cost (£)	Percentage of Total
Website Development & Mobile App	Website design and development	£30,000	2.5%
	Mobile app development and testing	£50,000	4.2%
Total for Website & App	£80,000	6.7%
Charging Equipment	Purchase of mobile charging stations	£200,000	16.7%
	Installation & setup costs	£100,000	8.3%
	Charging cables and power equipment	£50,000	4.2%
Total for Charging Equipment	£400,000	33.3%
Marketing & Advertising	Branding, design, and strategy development	£40,000	3.3%
	Social media campaigns & digital ads	£40,000	3.3%
	Crowdfunding campaigns	£20,000	1.7%
Total for Marketing	£100,000	8.3%
Operational Costs	Maintenance contracts for charging units	£60,000	5%
	Insurance for vehicles and equipment	£30,000	2.5%
	Salaries for initial employees (e.g., engineers, marketing staff)	£60,000	5%
Total for Operations	£150,000	12.5%
Legal & Administrative Fees	Licensing, permits, and legal contracts	£20,000	1.7%
	Regulatory compliance costs	£20,000	1.7%
Total for Legal & Admin	£40,000	3.3%
Grand Total Startup Costs	£1,200,000	100%

AmpiCharge is vulnerable because of the large initial expenses involved in creating the mobile charging stations, forming alliances, and launching the service in strategic areas. The primary start-up costs are listed as follows:

• Website Development and Mobile App:
  • Establishing a mobile app for station location mapping, user interface, and payment processing, as well as an online platform. £80,000 is the estimated cost, or 15% of the total.
• Charging Equipment:
  • All mobile EV charger hardware and purchases. £400,000 is the estimated cost, or 35% of the total.
• Marketing and Advertising:
  • Strategies for campaigns and acquiring customers (including campaign expenses and other expenses on crowdfunding platforms) (Peprah and Shneor, 2022). £100,000 is the estimated cost (20% of total costs).
• Operational Costs:
  • The price of mobile charging devices for the first three months, including maintenance contracts, insurance, and storage. An estimated £150,000 (20% of total expenses) will be spent.
• Legal and Administrative Fees:
  • Costs associated with licensing, permits, and contract negotiations with stakeholders and municipal governments are among them (Contractor and Lorange, 2023). £40,000 is the estimated cost (10% of total costs).

The estimated overall cost of equipment, development, operating activities, and compliance is £1.2 million.

Funding Sources

AmpiCharge will raise the £1.2 million through a combination of business angel financing, venture finance, and crowdsourcing.

• Crowd Funding: In exchange for £500,000 from eco-conscious investors that care about sustainability and are want to see more electric cars on the road. Additionally, this will create a user and early supporter community.
• Venture Capital: £500,000 in venture money from investors who are placing bets on how the EV infrastructure sector will develop.
• Business Angels: Business Angels, private investors interested in early-stage development, have contributed £200,000 for green innovations.

Financial Projections

• Revenue Streams: AmpiCharge will make money from a variety of sources to maintain its financial stability.
• Pay-Per-Use Fees: The cost of services will be determined by each customer's usage(Gangwar and Bhargava, 2022). The projected usual fee is £10 per hour, including price.
• Subscription Fees: Businesses and fleet owners can purchase subscriptions for the mobile charging stations for a fixed monthly fee of £1,000.
• Partnerships and Collaborations: Local government and corporate partnerships that support the installation of these chargers will also provide AmpiCharge with income from the mobile chargers (Lusk et al., 2023).

Financial Projections:

Table 2: Revenue Breakdown by Year

Revenue Source	Year 1	Year 2	Year 3
Pay-Per-Use Fees	£100,000 (10,000 uses)	£200,000 (20,000 uses)	£300,000 (30,000 uses)
Subscription Fees (Businesses)	£30,000 (30 businesses)	£70,000 (70 businesses)	£150,000 (150 businesses)
Partnership Revenues	£20,000	£80,000	£150,000
Total Revenue	£150,000	£350,000	£600,000

Table 3: Detailed Breakdown of Pay-Per-Use Fees

Year	Charging Stations Operational	Average Charge per Session (£)	Total Sessions	Revenue from Pay-Per-Use Fees (£)
Year 1	10 stations	£10	10,000	£100,000
Year 2	25 stations	£10	20,000	£200,000
Year 3	40 stations	£10	30,000	£300,000

The market's anticipated demand and the rate of electric car adoption form the basis of the following financial estimates.

• Year1: 2,000 consumers and 500 enterprises use the service, generating £150,000 in revenue.
• Year2: Adoption, new locations, 5,000 users, 1,000 businesses, and an increase in revenue of £350,000.
• Year3: As EV adoption keeps increasing in Year 3, AmpiCharge generates £600,000 in revenue from 8,000 users and 1,500 enterprises.

When EV usage rises, revenue will rise quickly, and AmpiCharge will scale its business to satisfy consumer demand.

Table 4: Detailed Cost Breakdown by Category (Over Three Years)

Cost Category	Year 1 (£)	Year 2 (£)	Year 3 (£)
Charging Station Equipment	£400,000	£100,000	£100,000
Website & App Development	£80,000	£0	£0
Marketing & Advertising	£100,000	£50,000	£50,000
Operational & Maintenance	£150,000	£200,000	£250,000
Salaries & Staff Costs	£60,000	£80,000	£100,000
Legal & Regulatory Compliance	£40,000	£40,000	£50,000
Total Costs	£830,000	£470,000	£550,000

Table 5: Net Profit and Growth Projection

Year	Total Revenue (£)	Total Costs (£)	Net Profit (£)
Year 1	£150,000	£830,000	-£680,000
Year 2	£350,000	£470,000	-£120,000
Year 3	£600,000	£550,000	£50,000

CONCLUSION

Findings Summary – The electric car charging poverty represented by the lack of chargers in underserved areas is a key problem dauntingly addressed by AmpiCharge. AmpiCharge provides a direct support to the UK’s Net Zero 2050 goals by reducing wait times and range anxiety through mobile, adaptable charging stations. Lean Start Up and Effectuation Theory are utilized to help reduce uncertainty and utilize customers’ feedback and existing resources to lay a foundation for innovation and operational efficiency, and allow the business to scale.

The Innovation for the Business - AmpiCharge’s innovation plays an important role in accelerating EV adoption in areas where it’s traditionally been too hard to charge, fulfilling a necessity. AmpiCharge’s business model recognizes an urgent infrastructure need and aligns with environmental objectives on the path to green energy. This approach shows how Lean principles and Effectuation reasoning can keep risk to a minimum when building a sustainable company for the start-ups.

Recommendations for Future Growth – To scale successfully, AmpiCharge needs to engage and join the network of corporate sponsors, government bodies and EV manufacturers. The company would also need to continue to invest in advanced charging technologies if it wanted to stay competitive. AmpiCharge should also consider the opportunity for expansion into emerging international markets for leadership in the long term because it grows rapidly in adoption of EVs. It will thus be determinate on the fate of AmpiCharge’s ability of influence the destiny of the world’s mobility.

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