Part 1: Specify the project goals

Why launch a micromobility service?

Identify the problem you are solving. Is there a lack of existing mobility solutions? Are city riders unhappy with their options? Are there affordable options? Do they cover all their needs? Establish a custom segment that’s underserved and clearly understand the problem you are solving. This is how you define your project’s big WHY, what makes you relevant, and your unique purpose.

What do you want to accomplish?

Are you a transport operator with a public mission, a utility company that wants to diversify, or a private entrepreneur that is seeking a new, green business opportunity? Depending on your profile, you will have specific goals like:

1. Extending your existing transportation network to a door-to-door solution
2. Reaching a wider market and consequently solving an urban problem
3. Gaining market share and becoming the last-mile solution in a specific area

Who are you targeting? What’s your positioning?

You can divide the overall market into segments. Major segmentation factors include:

• Demographic, for example, customers targeted by their age, gender, income, and education level
• Geographic, for example, customers targeted by where they live and/or work
• Psychographic, based on beliefs, attitudes, lifestyle, and hobbies
• Behavioral, based on patterns such as purchasing occasion and loyalty status

Defining your target market in advance will allow you to be more effective in your acquisition efforts.

Who are your competitors? Do you have any?

Who are the companies providing similar services? You can easily identify them by observing your city and searching online. Market research should inform your operating model, the service area, target market, and pricing strategy.

Competitive research is also the backbone of a strong marketing strategy. By identifying your competitors and their positioning, you’ll understand how to make your service unique. There’s a number of ways to differentiate yourself including your user experience, operational expertise, your reach, price, or the quality of your customer relationships.

Who are your partners?

Even though it’s possible to start your system on your own, there are some strategic partnerships that could make your launch much easier. When you think of the ecosystem around shared electric mobility, consider some of the players you could partner with: city planners, utility companies, public transport operators, companies able to support your operation, and mobility funds or green funds.