Back to search

A Scientific Approach to Creating a New Business: MiMoto

By Chiara Spina,  Andrea Fronteddu
Published 20 Apr 2022
Reference 6710
Topic Entrepreneurship
Region Europe
Length 17 page(s)
Language English
Inspection copy
Teaching note
6.00
Add to cart
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
Related case to use with this case

MiMoto: A Scientific Approach to E-Mobility (Abridged Version)

By  Chiara Spina,  Andrea Fronteddu

    Add to cart
    About the authors
    Spina

    Chiara Spina

    Assistant Professor of Entrepreneurship and Family Enterprise

    Andrea Fronteddu


    Recommended Cases

    SBE - Startup Booster for Entrepreneurs: Where the Student is the Case Study

    By  Raomal Perera,  Jaimie Stettin
    Add to cart
    This case is about INSEAD’s Startup Booster for Entrepreneurs (SBE) and the MBA students who choose the elective. The unique course is designed to immerse students in an entrepreneurial environment. As an entrepreneur rather than a typical academic, Raomal Perera developed the elective to run over three periods, giving students enough time to start a venture or hatch an idea.
      View case

      How Park24 Created a Brand-new Billion-Dollar Parking Market in Japan

      By  W. Chan Kim,  Renée Mauborgne,  Tomoko Kawakami,  Mi Ji
      Add to cart

      • Reference 6438

      • Published 29 Oct 2018

      • Length 16 page(s)

      • Topic Strategy

      • Region Asia

      This case reviews how Park24, a Japanese company, solved the long-taken-as-given problem of the severe parking shortage in Japan's highly congested cities and created a brand-new market of short-stay central city parking, establishing itself as the unchallenged market leader. The dire shortage of parking space in Japanese central cities was long taken for granted and viewed as unsolvable by parkin
        View case

        Tekmon: Building a No-Code Enterprise Software Business

        By  Theodoros Evgeniou,  Lila Despotidou,  Angeliki Karagiannaki,  Katerina Pramatari
        Add to cart Free Case
        The digitalization of businesses and business processes is widespread but unequal. It has left gaps between small and large enterprises, more vs. less knowledge-intensive workers, desk vs. non-desk employees, and between industries, business units, and regions.
          View case