A Scientific Approach to Creating a New Business: MiMoto

Name: A Scientific Approach to Creating a New Business: MiMoto (English version)
SKU: IN-1893

Spina, Chiara; Fronteddu, Andrea

Product #:IN-1893

Supplier:INSEAD

Discipline:Entrepreneurship

Setting:Europe

Details:Case (PDF) • 18 pages • 2022-04-19

Subjects:

Entrepreneurship Business growth Decision making Experimentation Market analysis Start-ups

Geography:

Europe

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$9.71

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The case describes the scientific approach taken by the founders of Mimoto - an electric scooter-sharing company offering dockless, keyless scooters available 24/7 - to develop their business idea. After a successful launch, they must decide whether to scale up their current strategy of renting scooters to individual customers or enter a new segment - renting to businesses (moving goods rather than people).