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Create an economic exchange model with addition of customer/client outcomes for MyCars self-driving service.

The year is 2022. Silver Creek is a retirement community with multi-stage retirement living. There are 500 individually owned homes, 150 single level row homes with patio gardens and a lodge with 200 apartments ranging from independent living to full care. Silver Creek residents are living longer and thanks to expanding community home support services, they are able to stay in their own homes longer. However, many of the older residents are no longer able or find it difficult to drive. Silver Creek has a couple of vans that service residents of the lodge, but there is not enough capacity to service people living in their own homes. In addition, there appears to be resistance to taking the shared van as it is perceived as a sign of loss of independence. Taxi service is viewed as expensive because Silver Creek is on the edge of the city MyCar is a car sharing service aimed primarily at downtown dwellers. 75% of MyCar's current 3,000 regular customers are under 40. But, they have an increasing number of existing customers who are older and no longer able to drive at night. In order to keep these clients, they have run a small pilot with self-driving cars. The customer response has been very positive and initial numbers indicate strong opportunity for profitability, MyCar is now considering a proposition to Silver Creek to provide an exclusive car sharing service, including self-driving cars, to their residents. This would expand MyCar's market and could be a profitable and welcomed service for other retirement communities. It might also open up the market to new customers who are living downtown or in densely populated urban areas who no longer feel comfortable to drive in all situations. Not everyone in MyCar is enthusiastic about this potential expansion. The director of customer service is particularly concerned. Although the pilot went well, she believes the pilot customers were not representative of the average elderly population. Her own elderly parents are constantly losing their car keys and forgetting where they parked the car at the mall or downtown. She feels that support costs will drastically increase, and profitability will be reduced. Customer support service is currently very lean and efficient. She is a hardworking micro manager and has constant staff turnover. All she can see is increased headaches. The CEO of MyCar, however, is keen to work a deal with Silver Creek. Her aunt and uncle live there and are on the community board. They think it is a great idea and would definitely avail of the service themselves. They have even considered buying a self driving car, but it would put a strain on their budget. The CFO is on the fence about the expansion. He is concerned about financial risk if it is not successful. The IT director is always enthusiastic about anything that involves new tech and optimistic that anything can be accomplished with enough dedication. He generally involves his whole team in investigating new ideas although they seldom put much focus on non-technical risk. The CEO realizes that customer support will need to change to accommodate a clientele with different support needs and that the customer support team needs to be fully on board with the changes for the expansion to be successful. She initially brought us in to help her work out a proposal for Silver Creek, and an implementation plan. As we talked with her, she realized she needs help to figure out how her company needs to change to ensure success. She defines success as profitable service for highly satisfied customers, along with continuous attraction of new customers; a dedicated workforce who believe their work is valued by customers and management, resulting in personal skills and expertise development, strong teamwork, innovative problem solving and opportunity development