Business models for mobility management. How do we make MM measures financially viable in development areas?. Session overview. Background business models for MM Introduction business models MM measures for development areas Group assignment Closing. Why do we need business models?.
How do we make MM measures financially viable in development areas?
Background business models for MM
Introduction business models
MM measures for development areas
In a context of deregulation we can´trely on public authoritiestosupplymeans of travel, tosecure a satisfyingsupplystakeholderswillneed an answerto the question; What´s in for us?
Why mobility management in development areas? Moving flats meansbreaking old habits, a window of opportunitytopromotesustainable transport modes
But.. Mobility services needsto be operational from dayone, otherwise the resultmay be the opposite
Creates a problem, services aremostimportantwhentheyare the least profitable, business models areneeded
Description of means and methods a firm employs to earn the revenue projected in its plans. It views the business as a system and answers the question, "How are we going to make money to survive and grow?"
Bricks and clicks
Business model that integrate offline (bricks) and online (clicks) presence. For example when a business sells a product online and the customer picks it up in physical store.
Companies or organizations who operates in the same or related areas share resources, information or offer other advantages for their customers
A model developed by IBM to analyze the relationship between a company´s strategy and their organizational ability and investments in order to define abundant or overlapping units
Cutting out the middleman
A model where a company sells there product directly to their customers instead of supplying through stores
Several different types of models, franchise, 7Eleven and McDonalds. Freemium, common in digital sales, demo version is free but to use the full version with more functions you have to purchase the product
Free with commercial or monthly fee. Gathers a huge range of different music suppliers (labels) underneath the same cloud. The user only needs one portal to reach everything. Spotify collects revenue and distributes to suppliers.
“As much value as possible to taxpayers”
Does not necessarily have to be financial revenue. A useful service that makes a transportation easier for the public is good value.
Having public stakeholders owning processes can ensure longevity for services, however business models can be developed to include private stakeholders in order to cut costs to maintain the system.
Commuter parking for cyclists
Must be in place as part of the environmental ambtions and constrained infrastructure
The City: Needs to ensure presence of Car Clubs
PT operator: May want offer customers Car Clubs as part of their service.
Car Club operators: Wants as many users as possible per car, wants the service to be profitable from day one.
Wants as small amount of users as possible per car to ensure availability. Wants as cheap service as possible. Wants service to be in place from day one
Need to be in place to cater for short trips within the area.
The City: Wants to make sure short trips are made by bike.
PT operator: Have an agreement with a supplier as service for their customers
Supplier: Wants as much commercial exposer for their stations as possible
Companies: Wants their visitors to be able to use the bikes, need stations outside their buildings
Inhabitants: Wants stations as close as possible to their flats to make commuting smooth
A certainamount of parkering needsto be in placeoutside the subway station based on the amount of travellers
The City: land owner
PT Companies: service needed for thiercustomers
Long distance, expensive bikes, WTP moderate ifsecure
Short distance, WTP mostlikelynothing
Needsto be in placeto make travellingwithsustainable modes as easy as possible.
All suppliers of travel services wantstoexposetheirproducts
The Municipalitywantsto make sure the system runssmooth for the inhabitants
Wants it all in oneplace
The Municipalitycanuse the possibilitytolower the amount parking if the buildingcompaniesdeveloptravel plans
Buildningcompanies, wantstobuild as cheap as possible
Landlords, wantstomaximizeincome from tentants, do not wanttoexcludeanypossibletenants
Tenants, wants offices that fits their needs, both in terms of environmental policy and accessibility.
The Municipalitywantsto make sure the inhabitants gets offers and information goodenough for themtoavoidgetting a car
All transport providerswantsto get their services exposed
Inhabitantsthatrecently has movedto the area
New development area
Central location, 3 km to central station
10 000 apartments 30 000 work opportunities
Infrastructure already strained
High environmental ambitions, 1,5 ton CO2 per inhabitant by 2020
Served initially by subway and buses and later by streetcars
High income, usually means high car use
Develop business models for MM measures:
Use different business models
May be public, private or PPP
Becuse of the highenvironmental ambitions the City is willingtoinvest, buttheywantsexternalactors and userstocarry as much as possible of the cost.
Identify and list the externalstakeholder
Whywouldthey be interested?
What is their business plan?
What different kind of usersgroupswillthere be for the service?
What is the willingnesstopay (WTP)
Motivewhy the business model is profitable for all