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
