Business models for mobility management
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Business models for mobility management

How do we make MM measures financially viable in development areas?. 2011-05-12. Session . overview. Background. business models for MM. Introduction. business models. MM measures for development areas.

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Business models for mobility management




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Presentation on theme: "Business models for mobility management"— Presentation transcript:

Slide1

Business models for mobility management

How do we make MM measures financially viable in development areas?

2011-05-12

Slide2

Session overview

Background

business models for MM

Introduction

business models

MM measures for development areas

Group

assignment

Closing

Slide3

Why do we need business models?

In a

context

of

deregulation

we

can´t

rely

on public

authorities

to

supply

means

of

travel

,

to

secure

a

satisfying

supply

stakeholders

will

need

an

answer

to

the

question

;

What´s

in for

us

?

Why

mobility management in development areas?

Moving

flats

means

breaking

old habits, a

window

of

opportunity

to

promote

sustainable

transport modes

But

.. Mobility services

needs

to

be

operational

from

day

one

,

otherwise

the

result

may

be the

opposite

Creates

a problem, services

are

most

important

when

they

are

the

least

profitable, business models

are

needed

Slide4

What is a business model?

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?"

Slide5

Exempels of business models

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.

Collective

Companies or

organizations

who operates in the same or related areas share resources, information or offer other advantages for their customers

Component

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

Slide6

Exempels of business models

Cutting out the middleman

A model where a company sells there product directly to their customers instead of supplying through

stores

Distribution

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

Slide7

Spotify

a freemium that changed a marketFree 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.

Slide8

Private Public Partnership

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.

Slide9

Model for development areas

Slide10

MM measures for development areas

Car ClubsBike hire schemesCommuter parking for cyclistsICT solutionTravel plansInformations packs

Slide11

Car Clubs

Restrictions

Must be in place as part of the environmental

ambtions

and constrained infrastructure

External Actors

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.

Users

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

Slide12

Rental bikes

RestrictionsNeed to be in place to cater for short trips within the area.External actorsThe City: Wants to make sure short trips are made by bike.PT operator: Have an agreement with a supplier as service for their customersSupplier: Wants as much commercial exposer for their stations as possible

Slide13

Users

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

Slide14

Commuter parking for cyclists

RestrictionsA certain amount of parkering needs to be in place outside the subway station based on the amount of travellersExternal actorsThe City: land ownerPT Companies: service needed for thier customersUsersLong distance, expensive bikes, WTP moderate if secureShort distance, WTP most likely nothing

Slide15

ICT

RestrictionsNeeds to be in place to make travelling with sustainable modes as easy as possible. External actorsAll suppliers of travel services wants to expose their productsThe Municipality wants to make sure the system runs smooth for the inhabitantsUsersWants it all in one place

Slide16

Travel Plans

RestrictionsThe Municipality can use the possibility to lower the amount parking if the building companies develop travel plansExternal actorsBuildning companies, wants to build as cheap as possibleLandlords, wants to maximize income from tentants, do not want to exclude any possible tenants

Slide17

Travel Plans

Users

Tenants, wants offices that fits

their needs, both in terms of environmental policy and accessibility.

Slide18

Information packs

RestrictionsThe Municipality wants to make sure the inhabitants gets offers and information good enough for them to avoid getting a carExternal actorsAll transport providers wants to get their services exposedUsersInhabitants that recently has moved to the area Companies that recently moved into their offices

Slide19

The Case

New development areaCentral location, 3 km to central station10 000 apartments 30 000 work opportunitiesInfrastructure already strainedHigh environmental ambitions, 1,5 ton CO2 per inhabitant by 2020 Served initially by subway and buses and later by streetcarsHigh income, usually means high car use

Slide20

The Assignment

Develop

business models for MM measures:

Use

different business models

May be public, private or PPP

Becuse

of the

high

environmental

ambitions the City is

willing

to

invest

,

but

they

wants

external

actors

and

users

to

carry

as

much

as

possible

of the

cost

.

Slide21

External stakeholders

Identify

and list the

external

stakeholder

Why

would

they

be

interested

?

What

are

their

needs

?

What

is

their

business plan?

Slide22

Users

What

different kind of

users

groups

will

there

be for the service?

What

are

their

needs

?

What

is the

willingness

to

pay

(WTP)

Slide23

Business model

Motive

why

the business model is profitable for all