Strategy Development and New Service Design for mobility start-up venture Go About

Strategy Development and New Service Design for mobility start-up venture Go About

Frölich, J.

Snelders, D. (mentor)
Roscam Abbing, E. (mentor)
Lammers, J. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2010-08-24

Mobility is something that is going to change drastically in the coming years and decades. The main influences are the web as a new social medium, and sustainability. Go About is a free offering where workers can plan and register mobility right from Microsoft Outlook as an online service that is integrated in the calendar as a plug-in. They have the ambition to also sell mobility via this web service, They however seek a short term business model. The thesis explores the brand, and comes up with a strategy involving a business to business offering and a partnership with mobility consultants. This was made more concrete with a worked out offering: Go About Carbon. The mission Go About is to empower people to decide about their own (business) mobility. The goal is to take mobility out of the hands of the higher management and in to the hands of the people. This is a development that is already happening, and it will enable a free market of mobility providers aimed at people instead of business deals. Go About enables people to master their mobility. The brand values are to enable smart, sustainable, care-free and enjoyable mobility. The people are very important in this offering. The strategy is first to create a free offering making it easier for people to have a more diverse mobility. This is the outlook plug-in. Sustainable mobility is regarded as the most important element in business mobility. Sustainability of course is very broad; environmental sustainability is being acknowledged as the most important sustainability to work on right now by companies. The second and worked-out offering in this report is a B2B offering that enables to improve environmental sustainable mobility for companies on the basis of intrinsic motivation and extrinsic motivation in a context of empowerment instead of coercion. These three elements are pointed out as important success factors in enabling environmental behaviour change in literature. The offering is called Go About Carbon. It is a business to business offering that complements the free Go About offering. This offering is co-created and customized with mobility consultants, targeted at big to medium sized companies. This will enable paid development for Go About. After it is deployed for a number of companies, the result of the expertise and the software development can be turned in to a more scalable offering. This offering can be targeted at medium sized companies that do not hire mobility consultants. The revenue generated by Go About Carbon can be used to create this offering and marketing around the offering. During all this the free offering can be expanded. This will enable growth of the platform. At one point mobility providers can be given the opportunity to sell their mobility through Go About. Slowly the revenue from brokering fees will become the most important income stream.

mobility
service design
design thinking
behavioural change
sustainability

http://resolver.tudelft.nl/uuid:85a52280-613d-403a-8e36-cdec9afcb644

Campus only

Student theses

master thesis

(c) 2010 Frölich, J.