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A Scientific Approach to Creating a New Business: MiMoto

Published 20 Apr 2022
Reference 6710
Region Europe
Summary

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).

Teaching objectives

- Understand the power of theory, hypotheses and testing in the context of new businesses - Illustrate the application of a scientific approach to decision-making - Examine issues related to innovating in conditions of uncertainty - Apply scientific methods in class to assess the strategic alternatives available to decision-makers.

Keywords
  • Entrepreneurship
  • Start-ups
  • Experimentation
  • Minimum Viable Product
  • Lean Sart-up
  • Pivoting
  • Customer Discovery
  • Decision Making
  • Hypothesis Testing
  • Business Growth
  • Market Analysis
  • Scientific Approach
  • Q22022