Table of Contents

Introduction

Zipcar is pleased to have this opportunity to submit a final bid for the provision of a Westminster On-Street Vehicle Network. We know that Westminster takes pride in its vibrant and diverse community and understand that this proposal is designed to ensure that it continues to build from its “One City” philosophy and develop in a sustainable way - a way that allows Westminster not only to manage the demands of residents and businesses, preserve the historic townscape and maintain quality open spaces, but also maximises the community's mobility and access. We appreciate that you are embracing car-clubs as an important strategy in your future plans and are honoured to provide this overview of our services.

Zipcar has long been dedicated to the mobility benefits it provides as a car club and has worked closely with many cities to make car-sharing work as part of broader transportation and parking management schemes. Our experience has shown that car clubs are most successful, in cities like Westminster, when a strong and effective partnership is created. A partnership approach not allows the opportunity for creative and innovative solutions to local mobility issues, but facilitates rapid adoption throughout the community - nothing provides more confidence among business leaders and citizens than the City's visible endorsement of the car club concept. We are confident that an effective Zipcar/Westminster partnership can not only improve local mobility and bring financial gains to the City, but can also assist with the broader aspects of the City's plans including the coordination with diverse transport strategies, parking management schemes, tourism, development and sustainability goals.

As in most business choices there are qualities which make certain options more attractive than others. With over 250,000 members worldwide and as many as 5,000 public agencies and business partners/accounts - Zipcar is the leading car club partner for important reasons:

We're easy to partner with. Partnership is at the core of our philosophy. From municipal partnerships (our earliest roots), to relationships with universities, to the neighbourhoods where we have become part of the community fabric, we're not just a mercenary option for transportation. We're all about adapting and changing to meet the unique requirements of our end users. That's partnership. That's Zipcar.

Technology is key. We are driven to relentlessly develop and refine the technology that powers our vehicles and empowers our members. Zipcar is committed to the use of technology to promote environmental sustainability, as well as to improve quality of life. This commitment is evident in the central role that our investment in technology plays in our corporate strategy.

Sustainability. A philosophy of sustainability pervades our culture - from carbon neutral operations, to hybrid electric vehicles (HEVs), to groundbreaking partnerships with transport agencies and more. The Zipcar fleet is committed to sustainability and is constantly looking at opportunities to integrate the newest, most reliable clean air technologies. Zipcar have been involved in developing leading research on the carbon reduction benefits of Car Clubs

Flexible Implementation. Our systems are designed for maximum flexiblity, which allows us to tailor our services to meet the unique local environments of the cities we serve.

A Proven Track Record. Zipcar has contracts with over 50 public agencies worldwide from cities like San Francisco, California; Atlanta, Georgia; Chicago, Illinois; and, New York City to local London Boroughs like Kensington and Chelsea; Brent; Tower Hamlets; Lambeth and, Southwark. Our successful track record is without question and our experience diverse.

In submitting this final tender, we have highlighted all changes as requested. Where we have not highlighted, the information has not changed since our last tender submission.

General Requirements

Form of Tender (Appendix 2)

This information can be found in Appendix A of this document.

Signed Confidentiality Form (Appendix 4)

This information can be found in Appendix C of this document.

Compliance with Westminster City Council Environment Policy

Zipcar is not only an environmentally sensitive company, but our service offerings enable other individuals and businesses to make smart environmental choices as well. Since 2007, more than 200 businesses have become members of Zipcar London.

Professional research and member surveys consistently show the number of tangible impacts that car club use has on an individuals' travel behaviour:

Zipcar as a company has also taken steps to mitigate its own environmental impact in several ways:

Vehicle Cleaning

Because every member's experience is important, we clean and monitor our cars every 7 days. Our mobile car-cleaning vendor washes the exterior of the car (with less than 3-gallons of water per car), scrubs the tire rims, vacuums the interior and waxes the dash-board. We believe that our vendor is one of London's most proficient as it cleans many fleets including the Mayor of Westminster Vehicles and complies with all health & Safety legislation. Because a high-level of detail is paid to every car, Zipcar members continually provide high ratings for the cleanliness and condition of our cars. To keep our finger on the pulse of our car-condition from the member's perspective, Zipcar randomly surveys members who have recently driven. All Zipcar markets compete for high car-condition scores.

Vehicle Fuelling

Our members are required to leave each vehicle with at least one quarter of a tank of fuel. All vehicles are equipped with an assigned ARVAL fuel card that can be used at any fuelling station that accepts credit cards. The charges go directly to Zipcar, as fuel is included in the reservation. Members that leave a vehicle with less than one quarter of a tank of fuel will be fined £ 20.00 per our pricing structure. Currently no car sharing provider can guarantee a full tank of fuel prior to ones reservation.

Vehicle Maintenance & Safety Standards

Zipcar maintains meticulous computer-based records and maintenance logs of our vehicles. We are happy to provide these to the City for review on a quarterly basis or via our real time reporting system. Oil changes and other routine maintenance are performed in accordance with the manufacturer's recommendations. Other maintenance such as tire rotations and replacements, tune-ups and oil changes are performed either per manufacturer's specifications or more often, if necessary. Since we typically only keep vehicles for two to three years, the amount of non-routine maintenance work required is minimal.

Zipcar complies with inspection and emissions laws in the jurisdictions that we serve. Also, every time our on-site cleaning staff visits a car, they go through a robust checklist to review vehicle cleanliness, operations and equipment. This ensures we comply comprehensively with the requirements of the Corporate Manslaughter act.

If drivers notice a maintenance concern, they can call our 24x7 Member Care Centre to report it; these items are then scheduled into the Fleet Manager's weekly maintenance calendar. In situations that compromise driver safety, vehicles are immediately taken out of service until they are repaired and members are automatically moved to new vehicles to minimize disruption.

Vehicle Availability & Replacement

Zipcar constantly monitors vehicle availability daily and in real time to ensure that there are always enough vehicles nearby to accommodate vehicle demand. We make every effort to have a vehicle available and ready to drive at the time of a member's reservation; however, very rarely, due to our penalty policy, active monitoring and aggressive stance towards lateness, drivers return vehicles late. If the reserved vehicle is not there or is otherwise not ready for pick up, Zipcar will, depending on the situation, either provide the scheduled driver with another nearby vehicle, or send a cab to transport the member - either to another Zipcar, or to and from his or her destination. Even if we incur taxicab expenses, the inconvenienced member is not charged. If a vehicle is incapacitated due to an accident or other problem, Zipcar provides the driver with another vehicle or a taxicab ride to their destination and back to their point of origin.

We work closely with roadside assistance services to repatriate members in even of accidents or breakdowns.

We are committed to adding vehicles on an as needed basis to ensure that members have ample vehicles to adequately service this contract. To date over 60% of our spaces in London are off street. We believe that 20% of our spaces will be off street in Westminster in order to fill gaps in demand or as a temporary measure until the TMO process is completed. Additionally, we will also move any vehicle(s) to better service this contract and driver demand.

Vehicle Collection and Return Plan

The Zipcar system currently requires that members return vehicles to the location (parking bay) where the vehicle was collected. While the Zipcar technology could be programmed to allow for vehicles to be returned to different bays throughout the city, our reservation system - as currently configured - does not allow for this option. Zipcar has implemented a limited “multi-bay” option in partnership with the public transport systems in Portland, Oregon and San Diego, California. These demonstration projects were designed to facilitate an effective connection between local businesses and a nearby rail station. Zipcar would be willing to share our experiences on these demonstration projects with Westminster and discuss the opportunities for a project in Westminster. It should be noted, however, that a multi-bay return program would likely require the allocation of additional neighbourhood parking bays and a rigorous enforcement and management plan that has not yet been worked through in order to make such a service economically, logistically and environmentally feasible. As a result, it is difficult to put a specific time frame and scope on any implementation. However, we are committed to solving in partnership with Westminster.

Membership Plan

Zipcar is a membership-based program. To be authorized to operate vehicles under this contract each Westminster driver must submit an application form online, provide an annual membership fee of £25; and be approved for membership. We are proposing that Westminster members have the ability to sign up for the scheme via a joint landing page on the Westminster city council website. All marketing communications would take them to this landing page. However from there all transactions would be carried out on the Zipcar secure server / web environment.

Age Restrictions

To be eligible, residents must:

Zipcard (Smart-Card Technology)

Upon approval for membership, each new driver receives a unique member number and a Zipcar smart-card (Zipcard). A single Zipcar membership can be used to operate Zipcar vehicles for business or personal use, with trip charges automatically billed to the appropriate account (business or personal), in any market Zipcar serves. This card will also act as an Oyster card.

Reservation Services

All Zipcar use requires a reservation. Reservations can be made by the driver or an administrative assistant, but the reservation must be made under the member's account that will operate the vehicle.

Zipcar's system allows members to reserve online, by phone, or through their favourite web-enabled mobile device. In addition to creating reservations, the same systems allow a member to manage all aspects of their bookings or cancel a reservation altogether. Reservations can be made up to a year in advance, or just minutes in advance of their start time.

The online reservation process confirms the reservation information by providing - on a printable “itinerary” - the reservation time and date, the vehicle details, directions and key support information. This entire process is simple, and takes mere seconds to complete.

Phone reservations are also trouble free and can be made through a menu-driven touch-tone phone process or now - even easier - members with GPS enabled mobiles can simply access the Zipcar site through their phone - where ever they are - and will automatically get directed to the nearest vehicle.

Additionally, we've also added a text messaging feature (SMS) that will send messages to members reminding them of reservations and providing details about a vehicles location.

Hours of Operation & Automated System

Drivers can make reservations and access Zipcar vehicles 24-hours a day, 7-days a week. Once approved for membership, a Zipcar driver may reserve and utilize vehicles in any of the cities where Zipcar operates. Therefore all Westminster residents will have access to over 5500 Zipcars worldwide.

Zipcar's pick up and return processes are completely automated and self-service. Members go to and open the vehicle - using their Zipcard -- at the location and time specified on their reservation confirmation form. The Zipcard recognizes the driver as the individual with a reservation and both opens the door locks and enables the ignition. The vehicle is available for use during the time(s) designated by the driver, and the reservation can be extended through a simple process using a touch-tone phone (e.g. mobile-phone). If a driver is running late, the vehicle will not “shut off.” Drivers can make, extend or cancel reservations, and pick up or return vehicles at literally any time 24 hours a day, 365 days a year.

Missed Reservations & Rescheduling

If a member needs to modify their reservation, they can extend their reservation by half-hour increments. In order to not be charged for a cancelled reservation, it must either be cancelled within an hour of when it was made, 3 hours before the start of your reservation if the reservation is less than 8 hours long, or 24 hours in advance if the reservation is longer than 8 hours. Reservations can be extended online or via phone.

In addition, Zipcar has just implemented a text messaging feature (SMS) that will send messages to members reminding them of reservation, providing information on-going availability. Zipcar values its members and works to ensure that they meet their membership responsibilities and that additional penalty fees and charges are minimised.

Member Billing

As part of the application process, members will need to enter a credit card/debit card number. Zipcar accepts all major credit cards/Debit cards. The member's credit/debit card will initially be charged an annual fee or monthly commitment (if you selected an Extra Value Plan) and applicable taxes.

Once a member, usage fees will be charged to the credit/debit card on file as the member completes the booked reservation. Any excess mileage charges (60 free miles per reservation per day) will be added at a later date. If we have difficulty billing a member, we may choose to charge the credit card at the time the reservation is made, rather than at the end of your reservation. All invoices can be viewed on line.

Penalty Fees

Zipcar uses a variety of penalty fees to encourage the appropriate use of our system and vehicles. Fees are not designed to be punitive in nature, but to ensure all members have a high quality member experience - and to that end the Zipcar policy is to provide warnings and not to charge excessive fees. Our standard penalty fees are outlined below. To find out more about member guidelines and penalties - please see our website at www.zipcar.co.uk .

Indemnity and Insurance Terms

Zipcar members are covered by a full comprehensive loss, and unlimited personal injury / bodily injury liability policy and are subject to all its terms, conditions, and exclusions. The policy provides coverage for third party property damage to a maximum of £5,000,000.

Authorised drivers are not charged any “fee” if they are found not to be “at fault”. Authorised drivers who are determined by Zipcar to be “at fault, or where “no fault” is determined, are responsible for paying the first £500 (£750 for members under the age of 21), the "damage fee," of the cost for any damages to the Zipcar.
Members will be responsible for costs equal to the first £500 (£750 for members under the age of 21) of actual, estimated or projected expenses, whether or not an actual claim is made or processed, unless the member has reduced this damage fee by exercising a purchase option to do so.

For an additional charge, Zipcar members age 21+ have the option to purchase a Damage Fee Waivers (DFW) to cover the financial responsibility for damage to a Zipcar. The purchase of a DFW is optional and may be declined. A DFW is not insurance and does not provide or alter insurance coverage. By purchasing an optional DFW, the member can reduce or eliminate the £500 damage fee. If a member purchases a DFW, Zipcar will waive the member's responsibility for the damage fee that remains beyond the buy down amount, if a member is determined to be responsible (at fault) in an accident.
 
DFWs do not apply if the member (1) uses the vehicle in violation of the Member Agreement and Rules of Use (2) has been suspended due to an incident or has had two at-fault incidents (3) fails to close and lock all windows, doors and boot, and the vehicle is stolen or vandalized; (4) fails to notify Zipcar immediately after the loss; and (5) fails to pay penalty charges under the Membership Agreement; or (6) other exceptions as allowed by the applicable state or provincial law.

If a member is negligent in the case of falsifying records or dangerous driving, in all cases the contract terms would be void and they would be responsible for all costs.

Management of Parking Contraventions

Members are responsible for any traffic violations received while using a Zipcar vehicle. Members must report to a Zipcar Representative as soon as possible any such violations that cannot be resolved within the prescribed deadline (for example, if the case is being taken to court) to avoid additional charges.

PCN's members are responsible for paying directly. If they choose not then Zipcar will pay the council and recuperate from the member adding an administrative fee where possible.

Zipcar provides guidance to members on how to avoid a parking contravention in the Zipcar Member Manual which a member receives after being approved for membership. The member manual outlines how to avoid parking contraventions, how to avoid additional charges if the penalty is to be contested and how to deal with vehicles that require parking in a bay other than the designated Zipcar bay.

Integration with Westminster City Council Pay by Phone Service

Our initial recommendation would be to allow all car club vehicles a parking permit that would allow the vehicle to park in any resident and pay & display bay free of charge. We have provided a pricing proposal for this. We believe, based on our experience in the Royal Borough of Kensington and Chelsea that this is the quickest way to encourage member adoption and provide an effective incentive for local residents to give up a parking permit.

We realise that all vehicles in operation will still need to be integrated in the Westminster pay by phone system. Our Zipcar parking manager will work with the parking department to ensure that all Zipcar vehicles are kept up to date on the pay by phone system.

Whatever parking proposal is agreed, this will allow all Zipcar members to be able to park in Westminster pay and display spots and charges their account less any parking discounts offered. Any PCN's incurred and not settled by our members will then come back to Zipcar who will then charge the member accordingly and pay the city council.

Equalities Plan

Zipcar is dedicated to providing its car club services in a way that provides equal access to all persons regardless of race, nationality, colour, socio-economic status, gender, sexual orientation or disabilities. This commitment extends not only to our employees (our diversity policies was submitted with the pre-qualification questionnaire), but to our members.

From the initial application to member services and vehicle placement, Zipcar strives to maximize the inclusivity of its services - not just because it's the right thing to do, but because it's good business.

Special Accommodations for Individuals with Disabilities

Applicants self-identify on the initial application form as needing a special accommodation. Only applicants who have met the standard membership criteria, as outlined above, and have identified themselves as needing a special accommodation will be accommodated.

Hand Controls - Zipcar members may request cars equipped with hand controls. The hand controls that Zipcar uses are push/pull hand controls manufactured by Automobility Manufacturing. Zipcar requires at least 7 days notice from the start time of the reservation. This will allow Zipcar staff to make reasonable accommodations. Notice must be given by phone to a live representative at the local office or by dialling 0800 011 2555. The member must have reserved the requested car prior to the time of advance notification. Not all cars are or can be equipped with hand controls.

Assistance Animals - Assistance animals may ride with a Zipcar member. Unlike pets, assistance animals are allowed in the car without being in a locked pet carriers - as long as the member has identified themselves as needing this accommodation .

Advancing Social Equity

Owning a car is cost-prohibitive for many in Britain - according to RAC Insure “2007, Cost of Motoring Index” the average annual cost to own a vehicle is close to £6,000. Recent studies have shown that lower-income households can easily spend more on transportation than on housing. Zipcar, makes it possible for lower-income households to have access to a car when they need it, without the full financial burden of vehicle ownership. This not only enhances household mobility, but increases access to employment opportunities, training and other support services that assist households in improving their financial stability.

In addition, to the general economic benefits, Zipcar works to maximise access for lower income households by keeping annual membership fees low (£25/year), not requiring an application fee, providing billing options for households with credit difficulties and by working with local governments, social services and neighbourhood organizations to increase vehicle access in economically disadvantaged areas.

For this tender, Zipcar is willing to look at direct advertising on our vehicles in select areas of the City. Advertising can offset some of per/vehicle operational costs - which, in turn, would allow us to reduce the hourly costs on those vehicles which are located in low-income neighbourhoods, near public subsidized housing or social service agencies. This option has not been pursued in other areas of London - but is one we would like to work with the City to implement in certain neighbourhoods of Westminster. We would only ever seek to partner with likeminded strong community / environmental brands for the advertising opportunity. This could also be done to promote council initiatives and to be clear would not affect mainstream pricing. Bounty Monies potentially will be used to pump prime various Social Equity initiatives through the duration of the contract.

Health and Safety Plan

Zipcar regards employee safety and health as fundamental to our business and shall ensure, as far as reasonable practicable, a safe and healthy environment for its employees and others who may be affected by its business activities. Zipcar recognise the need to interface effectively with the Health, Safety and Environmental policy and procedures of the client organisations and shall work in partnership to achieve this.

In addition to preserving personal safety, Zipcar recognise the commercial benefits of effective health and safety systems and has, therefore, developed an outline of organizational and individual responsibilities of Zipcar's Health and Safety Plan for the City of Westminster's On-Street Vehicle Network.

Organisation and Responsibilities

The Zipcar President and Chief Operating Office shall be responsible for

The United Kingdom General Manager shall be responsible throughout the relevant business area for:

The Operations Manager London shall be responsible for:

Employees shall be responsible for:

The Appointed Safety Advisor shall be responsible for:

Sub-contractors shall be responsible for:

Our Members shall be responsible for:

By outlining the roles and responsibilities for the Health and Safety elements of the City of Westminster On Street Vehicle Network, Zipcar aims to provide a safe workplace and member environment with safe facilities, equipment, working procedures and customer service systems.

Zipcar views its Health, Safety and Environmental Policy as well as its associated employee and member manuals as an integral part of the Zipcar safety management system and shall be reviewed and updated as necessary.

Marketing and Co-Branding Plan

Partnerships (In Zone, Phase 1 and 2)

We like to work with partners who value their customers as much as we do. It is key for Zipcar to develop these projects and create extra `touch-points' for the consumer i.e. Zipcar becomes part of their community. By achieving this, member's transport habits are changed. We develop creative promotions, programs and relationships that advance our partner's objectives through cross marketing, product differentiation and brand building. Zipcar's Westminster Marketing Project Manager will be responsible to manage and maintain all community partnerships within the Borough.

The partnerships are planned, implemented then tracked to make sure they're driving the results we were all striving for. Incentives for all customers will be promoted to increase adoption. These include:

All of the above stimulates adoption within the area for both consumers and businesses

Westminster Council requirements to facilitate success:

Public Relations (Pre-Launch, Launch, In-Zone, Phase 1 and 2 plus Pan-Westminster)

Public Relation (PR) is a key element with the marketing strategy and its influence cannot be underestimated. Our own in-house PR specialist in London - Laura Abrar will liaise with all local media to promote the service through press releases, reader competitions and local member case studies. Zipcar also believes that council partnerships are key `story' areas, and so would welcome the opportunity to work with the council's communications department e.g. “Westminster Council and Zipcar leading the way in delivering sustainable transport solutions for the community”

[See Zipcar creative collage board 2 for image references - already in council possession .]

Westminster Council requirements to facilitate success:

Zipcar for Business (In-zone, Phase 1 and 2 plus Pan-Westminster)

Our dedicated Business Development Manager for Westminster will be in charge of pro-actively engaging with businesses at all levels within the Borough to inform and promote Zipcar as a sustainable business transport solution. From major corporations to sole traders, Zipcar firmly believes we can enhance their transport needs with our service. Zipcar wherever possible will put together joint marketing strategies with the business clients to ensure that their needs and wants are being met. We understand that businesses and employees initially need education to increase adoption- with our dedicated B2B team we are perfectly placed as a business to facilitate and tailor our services. Whether this is just a simple Zipcar to Business (Z2B) account or a `holistic' on-site marketing campaign involved employer parking, employee members for business and pleasure, email campaigns, on-site `mini events', `canteen parties', competitions and quizzes - Zipcar cares about all its business accounts.

Westminster Council requirements to facilitate success:

Member Retention

We love our members. We know that happy Zipsters (Zipcar members) means, great customers. We know that Zipsters tell their friends about our great service which means they join and become…happy Zipsters!

It sounds great in theory but how do we do it?!

[See Zipcar creative collage board 2 for image references - already in possession of council.]

Customer Care Plan

Zipcar provides a fully automated, self service car-sharing system that allows individuals to use vehicles at any time of the day or night - at no additional cost. Zipcar supports this automated system with a state of the art customer support program that is designed to ensure our services work smoothly and that using Zipcar is convenient, affordable and reliable. To that end, we have established the following member support services.

Local 24/7 Support Staff

London staff will be on-call 24/7 to assist members with any issue that cannot be resolved by call centre staff.

Support in an Accident

In the event of an accident, Zipcar members first call our Emergency Operator at 0800 011 2555 or proposed dedicated number for Westminster residents - 0207 6694000 (free from a mobile). The Emergency Operator will work with the driver to assess the severity of an accident and, if necessary, will notify the appropriate emergency and police services. Incident report forms are available online or through our member care team. The driver is responsible for filling out incident report forms and collecting name, insurance, driver's license number, address and phone numbers of all involved parties. The driver is also required to file any necessary information with the police.

Emergency Roadside Assistance

Zipcar has a national contract with the RAC UK, local contracts with several roadside assistance companies, Kwik Fit, Autoglass and agreements with cab companies in every market. In the unlikely event that a Zipcar breaks down, a single call to our Emergency Operator at 0800 011 2555 or 0207 6694000 will bring prompt roadside assistance.

First Time & General Driver Assistance

Zipcar has a 24/7 call centre, which members can contact at any time by dialling 0800 011 2555. Zipcar's advanced proprietary technology enable its call centre to aid members in a variety of different scenarios; such as remotely unlock doors, check engine performance, enable or disable a vehicle's security system, dispatch a cab or roadside assistance, etc. The call centre is also able to answer drivers' questions related to reservations or general vehicle use.

Monthly Member Newsletter and Communications

“Under the Hood”, our monthly newsletter, keeps members up-to-date on: new vehicle locations; service changes; expansion cities; member specials including loyalty programs, member discounts with retailers, etc.; member events; and other important information.

Member Education

Zipcar provides a variety of tools to educate its members on the “how tos” and “whys” of our services.

Website Information - On its website (www.zipcar.co.uk), Zipcar has an extensive array of Frequently Asked Questions (FAQs) - ranging from How to Apply, Using a Car, the Benefits of Car Sharing, How Insurance Works, etc.

Training Videos - Available for review or as a download from the website, Zipcar has put together a series of short training videos that offer “play by play” instructions on things like using the reservation system; accessing a car, our mobile reservation system, refuelling; locking the vehicle; etc. Video Examples: Gas Card: www.zipcar.com/gas Mobile Reservations: www.zipcar.co.uk/mobile; “Spring Love”: www.zipcar.co.uk/springlove and Reserve a Zipcar: www.zipcar.co.uk/demo.

Member Welcome Packet - Once an individual becomes a member, a welcome kit is email to each member; with a link to information a new member needs before their first drive.

In-Vehicle Co-Pilot - Inside each vehicle, Zipcar provides a handy guide to assist the member with some general questions they may have during their car sharing experience. Of course Zipcar's 7x24 live support is available, but the Co-pilot is available for quick answers to special questions or needs associated with the vehicle they have chosen.

General Vehicle Issues and Concerns

Members can report maintenance and safety issues by calling our 24-hour emergency on-call operator at 0800 011 2555 or 0207 6694000 from mobiles for free. If the operator cannot handle a problem, it is escalated to a staff member in the local Zipcar office. Staff always carry pagers and cell phones, and are always accessible to the emergency operators. The 0207 number will be a dedicated number for Westminster residents only.

Lost & Found Services

Zipcar collects any items found in our vehicles and attempts to identify the owner and return the item. Members can also self-manage lost and found items through a unique and compelling online lost and found forum where members can post and review items found in the vehicles they have reserved.

Customer Surveys

Zipcar has an internal, online survey system that allows us to create, modify and gather survey data from our members. We currently use these surveys to collect qualitative and quantitative data. We carry out the following surveys automatically:

Many of our partners and businesses have used our survey system to query members and prospective members on a host of items including program viability, car location selection, usage habits and car preference. Such information allows Zipcar and its partners to create and enhance programs based on data and customer feedback.

Surveys used internally to evaluate program performance include a quality assurance survey distributed to a random group of drivers using Zipcar in the prior month on a weekly basis. The survey evaluates member experience with respect to a set of core service deliverables, including reliability, car condition, customer service and availability. The data is LIKERT, with a free text comment option.

Marketing Surveys measure pre-membership contact points for all joining members. This is count data by source category and free text.

Management Plan

The London Regional Office will administer, manage and run the day to day operations for the City of Westminster On Street Vehicle Network. Zipcar's London Office operates as its own profit and loss center, with staff functions including sales, member relations, and fleet management. Through close communication and collaboration with Corporate Zipcar, the London Regional office is able to implement and execute locally, while receiving the corporate support, technology innovation and strategic leadership necessary to maintain Zipcar's high quality service standards.

To facilitate the success of this project, Zipcar will assign the following to work within Westminster and liaise closely with the Council project team:

An organizational chart that shows the support functions and how they will interact with the London Regional office to support the Westminster proposal can be found on the next page. The groups' roles specific are outlined below.

Executive Group

The Executive Team includes a CEO, a Chief Financial Officer, a Chief Operating Officer and others. Together, with the local market General Manager, they set the strategy and direction with input from the regional office team members to ensure success.

Mark Norman, President and Chief Operating Office , will work directly with Paul Mcloughlin, Zipcar London General Manager, to develop the business plan and mobilization strategy and ensure that the London Office has the corporate and financial support to make the Westminster project a success.

Operations Group

Zipcar's operational teams are responsible for researching fleet mix, vehicle model desirability, and ordering, launching and maintaining all vehicles to ensure a superior consistent experience in all markets. This is critical since any member can use anyone of the 5,500 car share/car club vehicles worldwide whenever a need arises. Any and all fleet/operational issues are triaged locally and outliers are vetted through the corporate team to ensure proper procedures are created for future occurrences.

Evan Wexler, Vice President of Field Operations and Logistics, will work directly with David Edwards, Zipcar London's Fleet Manager, to manage Westminster vehicle purchases and technology installation and ensure vehicle placement targets are met.

Additionally, the contract vehicle roll out program with be managed solely by Rafel Kidel - London Mobilisation and parking acquisition manager. Rafael will work directly with the city council team to ensure effective implementation of the scheme and ensure that permit systems and communication channels are set effectively between both parties.

Marketing Group

The Marketing Group is responsible for developing and maintaining Zipcar's traditional and non-traditional marketing vision and daily execution. The corporate offices support the local office like an agency, providing copy, creative and fulfilment services.

Stephanie Shore, Director of Zipcar Marketing, and her dedicated team of corporate marketers would work with directly with Mark Oakley, Zipcar London Regional Marketing Manager to ensure prompt and relevant marketing and promotional items for the Westminster contract. As outlined earlier, we would appoint a full time sales & marketing project manager to work under Mark. This individual would manage the direct team responsible for the delivery of the Westminster acquisition plan.

Technology Group

The Technology Team is responsible for developing and maintaining Zipcar's technology systems on a 24x7x365 basis.  Zipcar's Technology emphasis is on providing a superior, seamless member experience as the backbone of the world's largest car-sharing service.  Zipcar's Technology Team has specialized groups and technical expertise, for data centre operations, security, telecommunications, database administration, web design and development, payment gateways, reporting and analytics, member services, fleet operations, and in-vehicle technology.

Member Care

Zipcar's Call Centre and Member Care is the initial point of contact for members with questions, in need of reservation assistance or experiencing service problems. Call centre staff are trained to handle routine problems such as:

If an issue arises that Zipcar's Call Centre is unable to handle, which is very atypical, the call is escalated to a local Zipcar staff member, one of whom is always on call.

Billing Group

The Billing Group is responsible for setting up new memberships and accounts. They process membership applications, send invoices, and handle accounts receivable and accounts payable. They also handle individual and business account needs.

Doug Williams, Vice President of Engineering and Peter Demers, Member Service Director, together will work with the Zipcar London Staff to support any changes in operational or member care procedures that are critical to the Westminster program's success.

Growth Plan

Over the next year, Zipcar's expansion plan in Westminster will build upon a strong and vital partnership with the City to create a network of vehicles throughout the eight neighbourhood zones. Our strategic plan would begin with 100 vehicles located in key areas throughout Westminster and grow to over 400 vehicles and some 20,000 members within the City by the end of 2012. The emphasis being placed on building a 400 vehicle network with 20,000 members by the end of 2012 and as a result taking potentially 8000 private vehicles off the road within Westminster thereby reducing congestion, decreasing green house gas emissions, putting savings in the pockets of residents and businesses and reclaiming more street spaces for other uses.

Our growth plan is based on five key elements:

Experience - We are confident that the targets we have set for Westminster are both realistic and achievable. This confidence comes from eight years of car club experience and an extensive assessment of our successes and challenges in a wide variety of markets throughout North America and Europe. Zipcar knows that a concentrated, focused network approach is what is required to create interest, provide a quality experience and move individuals to change. Its experience that allows us to know what can be achieved, its excellence that allows us to achieve it.

Vehicle Availability & Mix - Zipcar ensures that all the boroughs that we operate in have a network of vehicles within 5/10 minutes walk of each other spanning an area that is relevant to the needs of the public. As such, Zipcar will always seek multiple bays choices for the consumer as this increases our members' options and minimises the chances of all cars being booked at any one time - “there's always one round the corner”. We endeavour to offer an alternative to car ownership but we understand that consumers like choice so by offering them a range spanning from environmentally friendly small cars through to medium and even executive vehicles we can tailor our product to suit the market needs.

Members First - Zipcar, in its eight years of existence, has never stood still and is constantly evolving the product and its award winning proprietary technology to ensure that the member experience only ever improves. By embracing thoughtful, intentional change - whether the change originates in our markets / communities or within our organization - Zipcar ensures a level of flexibility in its systems and processes that allows it to ensure the highest quality member experience. This flexibility is also critical as we work with our municipal partners to meet the unique transportation needs of their community. We are not intimidated by new ideas - in fact we find challenges intriguing especially if they can provide a new way for us to move our product forward.

Brand Concept - At Zipcar, our brand promise and corporate identity, is to deliver on real urban change, environmental sustainability, and financial vitality for our members. We pay careful attention to our brand - recognizing that every member interaction is a `moment of truth' in demonstrating our commitment both to our members and mission. And yet, we are aware that we cannot fulfil our business model without a strong and on-going connection to the communities we serve - that's why we welcome the opportunity to establish a lasting partnership with Westminster - and believe a co-branded option not only provides an important City endorsement, but strengthens the trust and confidence of the community in what, though growing, remains a novel concept in the UK.

Marketing Change - Zipcar is a for-profit company with a social mission - one that draws diverse members into “one community” - a community that embraces our value proposition: environmental sustainability, urban transformation, and financial vitality. In turn, Zipcar improves the lives of our members, and the liveability of our communities. We do this by providing a viable alternative to the automobile - but in order for us to deliver on our promise we need to engage the community. This is done through a very aggressive, but focused marketing plan - one that provides real incentives for change. Programs like the low-car diet; the vehicle buyback program; and “refer a friend” all provide opportunities for individuals to “test drive” the Zipcar revolution.

We believe that with these five key elements Zipcar provides the City of Westminster the most realistic way to deliver a true “step” change in car ownership and the demand for residential parking spaces.

Appendices

Appendix C: Proposed Vehicle Bay Locations

Appendix D: Zipcar Environmental Policy

Zipcar is a leading provider of car club operations.

We recognise that we have an impact on the environment from the provision of our services. We are committed to meeting our customers and our stakeholder's needs by providing sustainable services and minimising the impact of our operations on the natural environment.

We are committed to:

We will establish and periodically review our environmental policy, objectives and targets. These objectives will be audited regularly to monitor the company achievements and its commitment to pollution prevention and continual improvement of environmental performance.

In line with the requirements of the ISO 14001, we will:

Paul McLoughlin, General Manager, Zipcar UK Ltd

RFP Proposal for the City of Westminster On Street Vehicle Network

Zipcar Final RFP Response to the City of Westminster On Street Vehicle Network

25

Appendix

Zipcar Proposal

For the City of Westminster

On-Street Vehicle

Network Program

February 13th, 2009

From sign up to reserving to driving to driving credits, Zipcar makes it as easy as 1 - 2 - 3 - 4.

“Zipcar's culture of innovation didn't stop there……. To make finding those cars easier, this fall Zipcar unveiled a mobilie tracking system.

How it works? Suppose a Zipcar member buys an expensive antique chair at a shop in Soho (be it New York or London.). To find a car to haul it home in, they simply access Zipcar with a GPS-enabled cell phone to find the nearest vehicle and make an instant reservation, unlock the car by pressing the company's membership card to the windshield. Customer takes home the chair. Returns the car to a designated parking space.

Presto! An urban logistics problem that would have caused severe headaches just a few years ago is made simple thanks to the mobile web and an innovative business idea.

Entrepreneurs take heart: plenty of similar everyday hassles remain, crying out for solutions

For full article please see: www.springwise.com/automotive/zipcar_uses_mobile_gps_to_pinp/

Working in Partnership to Promote Social Equity

Washington DC Department of Transportation (DDOT). In partnership with Zipcar, DDOT began an on-street car sharing program in October 2005. DDOT provides on-street parking spaces to Zipcar in order to make the services more visible and accessible to all residents. The program has been particularly successful in traditionally underserved areas, bringing an alternative to expensive car ownership to lower income neighborhoods. Contact: Anna McLaughlin, TDM Coordinator, 202-478-9121. [email address]

King County Metro Transit. King County, Washington partnered with Zipcar Seattle on regional Job Access Reverse Commute (JARC) Car Club program for job-seekers and low-income populations. As of November 2008, over 2000 individuals have used Zipcar to meet their transportation needs . Contracts are on-going. Contact: Ref Lindmark, Senior Transportation Planner, (206) 684-1104. [email address]

“We are delighted to be partnering with Zipcar to provide businesses and indeed the community as a whole a sustainable transport solution within the Holborn BID area.  We are all extremely excited about the creative ideas and work put into this project by Zipcar which will lead to a successful partnership all round.”

Tass Mavrogordato, Chief Executive,

The Holborn Partnership.

Changing Cities, Changing Business