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THE SYSTEM AROUND THE PRODUCT

PRODUCT REPORT

Introducing Byke! GROUP 2 Andreas Jonsson Bรกnk Horvรกth Christian Brandstrup Jensen Jonas Wenke Marianne Have Petersen

THE SYSTEM AROUND THE PRODUCT 1. Master-Semester Main Project 01/09/2014 - 22/12/2014 SERVICE SYSTEMS DESIGN SUPERVISORS Nicola Morelli Amalia de Gรถtzen

Programme Service Systems Design

Semester Theme The System around the Product

Semester 1. Master Semester

Supervisors Nicola Morelli Amalia De Götzen

Semester Coordinator Amalia De Götzen

Project Group No. 2

Secretary Judi Stærk Poulsen

Titel Byke Project Period 01.09. - 22.12.2014

Aalborg University Copenhagen A. C. Meyers Vænge 2450 København SV, Denmark

Members Andreas Jonsson

Bánk Horváth Christian Brandstrup Jensen Jonas Wenke Marianne Have Petersen Abstract The purpose of this project is to investigate the topic transportation in Copenhagen with the focus on bikes. This was done using the Design Thinking approach as a mindset to understand and explore the opportunities of the topic. Through the use of various service design thinking methods and tools we came to understand the existing services of the public transportation, local commuters, visitors and locals bike owners in Copenhagen. By working iteratively with our understanding and discoveries, and going through several phases of empathy, define, ideate, prototype and test, we developed a peer-to-peer bike sharing service called Byke, which empowers locals to rent out their bikes to visitors in need of a bike.

Copies 3 Pages 42 Finished

20.12.2014

Copyright © This report and/or appended material may not be partly or completely published or copied without prior written approval from the authors. Neither may the contents be used for commercial purposes without this written approval.

EXECUTIVE SUMMARY

The service presented in this report has been designed with the overall objectives of contributing to a greener transportation sector and a more sustainable society as a whole. Byke, as the mobile application has been named, is a peer-to-peer bike sharing service aiming to empower local Copenhageners to share their bikes as well as their knowledge with visitors, in order to give visitors an engaging and authentic experience of the local culture, and to monetise and create value with otherwise under-utilised resources. The service targets open-minded, helpful and social people, who aspire to seize new opportunities and use technology to improve their own lives as well as the lives of others. Enabling trust between strangers through the means of technology is at the heart of the sharing economy, a powerful trend in which Byke is taking part. New opportunities are created by empowering individuals to satisfy the needs of others, and thereby reduce the resources needed for production. Byke is built on powerful trends and a strong, local culture, and will be turned into a viable company by applying a business model based on a user-paid commission. When a bike owner earns money through our platform, a percentage of the income is paid back to Byke. In this way we ensure a revenue strean that increases with the popularity and use of the service. Our ambitions for Byke go far beyond the city of Copenhagen, and choosing to launch the concept in the most bike-enthusiastic city in the world is part of our strategy for scaling to an international market. We will inspire visitors with the Copenhagen image, and encourage them to become brand ambassadors for Byke in their home countries. All it takes for Byke to expand to a new market is an inspired and motivated renter returning to their home country after a stay in Copenhagen. Once this person lists their bike on the platform, we have a new opportunity for establishing ourselves on a new market through active use of social media and encouraging our users to share their experiences with the world.

TABLE OF CONTENT

Introduction

Concept Presentation

Background

User Research

The Deliverables

The next steps

References

INTRODUCTION

The nature and purpose of a stay in a foreign city will differ from person to person, and from situation to situation, but the general experience of being a visitor involves a set of specific, temporary needs. You need accommodation, you need food and drinks, and you will often have some plan or schedule of the things you are to do during your stay. Whether your schedule include leisure or business oriented activities, meeting up with friends or family, checking out the local shops, cafĂŠs or bars, or experiencing museums, galleries or tourist attractions, one service is needed to bind all the elements of the experience together: transportation. There are different ways of having this need satisfied. Whether public transportation, cars, bikes or walking is preferred, depends on the individual and the specific location. However, when considering the importance of bikes in the culture of Copenhagen, and seeing the vast amount of bikes in the city, a great opportunity and question comes to mind:

â€ž

How can we design and implement a peer-to-peer bike sharing / bike rental service, that empowers local bike owners and visitors to create economic and social value with and for each other?â€œ

CONCEPT PRESENTATION

Imagine... Imagine you visit Copenhagen for a weekend stay. It is summer, and the weather is great. You definitely want to be outside most of the time, and not spend too much time in the underground, or in filled busses to get around. You like biking, but since you are traveling, you are not able to bring your own. Our initiative, Byke, connects you with local bike owners of the place you are visiting. Byke makes it possible for you to rent a cool bike, and perhaps even get valuable insights on local places to see, and things to do, during your stay. Byke is an online platform that is free and easy to use. You can access Byke from your smartphone or computer, and look for a bike that suits your exact needs. It is easy to get in touch with the local owners, and Byke will ensure your privacy and safety, both in terms of payment and insurance.

Mission statement We empower local Copenhageners to share their bikes as well as their knowledge with visitors, in order to give visitors an engaging and authentic experience of the local culture, and to monetise and create value with otherwise under-utilised resources.

CONCEPT PRESENTATION

Technologies in the service system The Byke service system is centered around the mobile application, Byke. Using technology as an enabler for trust between strangers is at the heart of our concept. By using the benefits of new technological opportunities, we are able to connect people from around the world, and facilitate the entire process from initial contact to the final return and review. This, while also making it as safe and easy as possible for both the owner and renter involved. We consider the app as the most important touchpoint of Byke. The app has been given the utmost attention due to the nature of the service experience, the context in which it will be used, and the need of the target users.

How it works First, you join the Byke community of open-minded, friendly bike owners, and travelers, through our mobile application. Since you will be dealing with people who do not know you yet, we encourage you to fill in as much information about yourself as possible, to let others get a sense of who you are.

Rent a bike If you want to rent a bike, the next thing you have to do is search for available bikes in the area you need it. You will be provided with all the information you need, when discovering available bikes on Byke: price set by the owners, bike size, and if any equipment is included. You will also be able to filter your search according to your wishes, to limit the results based on your preferences. The bike owner not only provides you with information about the bike, but also about herself. This includes name, picture, and reviews and ratings from previous rentals made through Byke, alongside a personal description of the owner herself. You are also able to get in touch with the owner through the message system in the app, in case you have any personal or bike-related questions.

Once you have found a bike you want to rent you can send a formal request to book the bike at the time you need it. The owner can now accept or decline the request, or suggest a new booking agreement if some details did not satisfy the owner. When your request has been accepted by the bike owner, the Byke platform will have generated a contract with the rental details, agreed upon by you as well as the owner. This is the point where the agreed-upon payment is withdrawn. The money will not be transferred to the bike owners account until you have received, used and returned the bike, and confirmed that everything was in order. Combined with the legal contract in our system, this is our way of ensuring your safety and security. When the time has come and your booked bike is available for you, you simply meet up with the owner. Once the exchange of the bike has taken place, you and the owner both confirm it via our app or via SMS. Now itâ€™s time for you to enjoy the ride. In the same way as when you first picked up the bike, you meet with the owner at the return. Once again, when you both agree that everything is in order and the bike is safely returned to its rightful owner, you confirm it in the same way as before. While the return of the bike marks the end of the service, and perhaps the end of your visit in the city, we do encourage you to round off this experience completely, by leaving a review. And look out for a review and rating coming your way, because we encourage the bike owner to do the same.

List a bike After having joined the platform, you can list your bike through the menu. You provide a picture, price and other information related to your offering. When complete, you just have to wait for a booking request to happen, and we will make sure to notify you when it does. You then have to meet with the renter to hand over the bike. You will be paid once the bike has been returned, and both you and the renter have confirmed it in the app. Lastly, we will encourage you to rate, and leave a review of the renter.

BACKGROUND

The Copenhagen culture The environmental challenges we currently face on Earth have become apparent to most people. Changing our behavior is needed, and one of the industries currently responsible for a big part of the environmental degradation, is the transportation industry. Copenhagen is setting an example in the evolution towards a sustainable future, through a focus on designing a bike-friendly city. As of 2012, 36% of all commuting in the city is done by bike (KĂ¸benhavns Kommune Teknik- og MiljĂ¸forvaltningen, 2010; p. 8), and the bike has become an important symbol in the culture of Copenhagen. People around the world look to Copenhagen for inspiration in this area (Sharing Copenhagen, 2014 ), and visitors of the city see the bikes, and biking, as an important part of experiencing Copenhagen.

The Sharing Economy During recent years service companies like AirBnB, Uber, Lyft, Taskrabbit and Landshare have been leading the way in a new economic trend where private people replace companies with other private people, as their new service providers. Many different terms have been ascribed to this trend but the most well-known are the sharing economy, collaborative consumption, and peer-to-peer consumption. The underlying trend and principles are clear, no matter what term is used. A private person with some kind of need find another private person who can provide what is needed, and are willing to do so. Empowering owners to satisfy the needs of others, and thereby creating new opportunities for monetisation and value-creation through privately owned goods and resources, is at the heart of the peer-to-peer trend. And the new, digital services use technology as the enabler to facilitate this process between people who often do not know each other at all. Including bikes in this trend is not completely new either. Exemplified by companies such as Spinlister (2014) and Spokefly (2014), digital services now empower people to rent, and rent out, privately owned bikes. None of these services have yet established themselves on the Danish market, which proves a great opportunity. The idea of Byke is to tap into the peer-to-peer trend, while also building on Copenhagenâ€™s well established image

Photo: clf.org

USER RESEARCH

When considering the users of Byke, the two different sides of the platform have to be valued, analysed and treated as separate user groups. Even though the same individual can easily act as a provider as well as a renter on Byke, the motivations and reasons for using the two distinct sides of the platform are evidently not the same. For the bike owner on the platform, the motivation can be of economic nature. Byke provides a new opportunity for bike owners to monetise their under-utilised bikes, so even though renting out a privately owned bike was not perceived as a need before, this new service will act as a great enticement for bike owners to start doing so. For a visitor in Copenhagen, Byke can help satisfy the clear need for transportation. For the individual this need may be more specifically defined, in terms of “cheap transportation” or “convenient transportation”. Perhaps the visitor has already decided upon the bike, and maybe a bike that meets certain requirements, as the preferred means of transportation during their stay. Either way, Byke offers a platform through which the visitor can have these needs satisfied. However, the social aspect of Byke should not be underestimated. The opportunity to meet and interact with locals is considered a strong motivational factor behind choosing to rent a bike through Byke instead of dealing with traditional bike rental shops or traveling by other means of transportation. Renting a bike from a local gives the visitor an opportunity to get insights and suggestions on where to go, what to see, which restaurants to try out, and overall, get closer to the local culture. The same social aspect can be found by looking at bike owners who want to rent out their bikes. Being a good representative and host, and playing a role in giving visitors a unique authentic experience of the city, is a strong motivational factor behind renting out a bike through Byke.

„

If I was to stay there again I would rent a bike again, and, given good and comfortable payment options, insurance and fraud protection for both sides I would try out your app to rent from locals. Like couchsurfing, having contact to locals to get insider information is really valuable.“ - Couchsurfer Moritz from Germany

Personas About Dena Mission in life To compete in sports during her youth, and to have a happy family later.

Biography Competitive, persistent, but sociable too. Dena loves to bike and she is successful in racing. Once she reached a 3rd in the Danish Championship. However, she knows she wont be able to compete forever which made her Þnish her degree. Experience with peer-to-peer services

Dena L. - OWNER

Dena is used to the regular B2C model and has not experimented with P2P.

Copenhagen, Denmark

Digital literacy

Fluent in Danish, English. Learning Italian.

Dena is not most tech-savvy person, yet she knows her ways around the web as she has traveled a lot to race. To her, digital gadgets and the web are mere tools to improve and optimize her current situation.

29, female Graduate student (BSc) at SDU, Market and Management Anthropology.

Quote:

“A service like this is perfect for me. It affords me to attend races, and enables me to share my love for the sport to anyone.”

Motivation for using the service Racing requires a lot of money, thus Dena wants to make a proÞt on her four older professional racing bikes that currently reside in her basement. Due to the speciality of the bikes she expects a high proÞt to help cover her expenses to race across the globe.

About Matt Mission in life To learn, experience, and create.

Biography Friendly, sociable, responsible, reliable. Matt is an avid cyclist and hasn’t owned a car for 7 years. Eager to see and experience the world after spending 25 years stuck in the USA. Much to do, to see, to taste, to hear, to touch, to learn, to read. Experience with peer-to-peer services Matt loves exchanging experiences with new people, and therefore he uses couchsurÞng.com to really experience the culture and get in touch with locals.

Matt B. - RENTER Florida, USA

Fluent in English. Learning French and Spanish 29, Male Graduate student (PhD) at EPFL, Bioengineering

Quote:

“I think using a bike in Copenhagen is 100% necessary to getting a feel for how the locals enjoy life there.”

Digital literacy Matt has a smartphone that he always has with him. Both to take and share photos of his endeavours, and to stay in touch with friends and family on social media platforms. Motivation for using the service Matt is generally interested in an app to rent bikes from locals, however, it has to be cheaper than the rental shops. Furthermore Matt values the possibility of insider information that one could get from interacting with locals.

THE DELIVERABLES

Visuals of the app

Service Blueprint To present the important steps of using Byke we have created a service blueprint. With the service blueprint we are able to display both front- and back stage processes of using the service of Byke, through user actions and media touchpoints. By doing so, we are making the process/action of using Byke tangible and visible and therefore easier to explain and understand. Presented here is the general service blue-

print, which shows the use of Byke, from entering the service by opening the app, to end of the service, rate and review.

THE DELIVERABLES

Blueprint general RENTER ACTION

OPEN APP

DISCOVER

LOG-IN / SIGN UP

GET DATA INFO

RETRIEVE USER DATA

SEARCH BIKE

FRONT STAGE

BACK STAGE

ACCESS GPS LOAD APP

GOOGLE MAPS

SUPPORT PROCESS

BACK STAGE

DATABASE SYSTEM

E-MAIL SYSTEM

API GOOGLE MAPS

E-MAIL SYSTEM

DATABASE SYSTEM

RETRIEVE USER DATA

GET DATA INFO

RECEIVE BIKE INFO LOAD APP

STORE INFO

FRONT STAGE

OWNER ACTION

OPEN APP

LOG-IN / SIGN UP

DISCOVER

LIST BIKE

GOES TO RETURN MEETING BIKEPOINT

RATE RECONFIRM REVIEW TURN IN APP

RECEIVE RATING & REVIEW

DATABASE SYSTEM

IN-APP CONFIRMATION SYSTEM

BOOK BIKE

PICK-UP BIKE

RECEIVE & SEND MESSAGES, REQUEST, CONFIRMATION CONTRACT

USE / CPH BIKE EXPERIENCE

WITHDRAW MONEY

E-MAIL SYSTEM NOTIFICATION SYSTEM . DATABASE SYSTEM

NOTIFICATION SYSTEM DATABASE SYSTEM

PAYMENT SYSTEM

RECEIVE & SEND MESSAGES, REQUEST, CONFIRMATION, CONTRACT

CONFIRM BOOKING

HAND OVER BIKE

RECEIVE RATING & REVIEW

RATE REVIEW

THE DELIVERABLES

Blueprint log in sign-up RENTER OWNER ACTION

OPEN APP / SIGN IN

GO TO MAIL

LOAD APP / RETRIEVE USER DATA

WRITE NEW USER DATA

RETRIEVE DATA

VERIFY E-MAIL CONFIRMATION

FRONT STAGE

BACK STAGE

SUPPORT PROCESS

DATABASE SYSTEM

REJECT / STORE E-MAIL VERFICATION

DATABASE SYSTEM E-MAIL SYSTEM

CHOOSE A PATH

RETRIEVE USER DATA

DATABASE SYSTEM

THE DELIVERABLES

Blueprint search list RENTER ACTION

DISCOVER

SEARCH LOCATION

SCROLL RESULTS

FILTER RESULTS

WRITE DATA

RETRIEVE & PRESENT LISTINGS

FILTER LISTING DATA

GPS/ MAP SYSTEM

MAP SYSTEM

NOTIFICATION SYSTEM

DATABASE SYSTEM

WRITE DATA

WRITE NEW LISTING

SEARCH OWN LOCATION

LIST BIKE INFOS

LIST FURTHER BIKE INFOS

FRONT STAGE

BACK STAGE

SUPPORT PROCESS

BACK STAGE

LOAD LISTINGS & LOCATIONS

DATABASE SYSTEM

LOAD LISTINGS & LOCATIONS

DATABASE SYSTEM

FRONT STAGE

OWNER ACTION

DISCOVER

SEE BIKE PREVIEW

SEE DETAILS

RETRIEVE BIKE INFO

RETRIEVE BIKE & OWNER DETAILS

DATABASE SYSTEM DATABASE SYSTEM MAP SYSTEM MAP SYSTEM PAYMENT SERVICE

RECEIVE & STORE PAYMENT INFORMATION

ENTER PAYMENT INFO

THE DELIVERABLES

Blueprint book RENTER ACTION

CHOOSE A BIKE TO RENT

COMMUNICATE WITH OWNER

REQUEST BOOKING

ENTER PAYMENT INFO

FRONT STAGE

BACK STAGE

SUPPORT PROCESS

BACK STAGE

ACCESS OWNER & BIKE INFO

DATABASE SYSTEM

RETRIEVE & POST MESSAGES

IN APP MESSAGE SYSTEM NOTIFICATION SYSTEM

RETRIEVE & POST MESSAGES

FRONT STAGE

OWNER ACTION

COMMUNICATE WITH RENTER

CALCULATE PRICE CHECK AVAILABILITY

RECEIVE & STORE PAYMENT INFORMATION

DATABASE SYSTEM DATABASE SYSTEM PRCICE CALCULATOR PAYMENT SERVICE CALENDER SYSTEM

FINALISE REQUEST

RECEIVE BOOKING CONFIRMATION

CREATE FINAL CONTRACT DOC SEND NOTIFICATION

SEND NOTIFICATIONMAIL WITHDRAW PAYMENT DATABASE SYSTEM

NOTIFICATION SYSTEM DATABASE SYSTEM

IN-APP CONFIRMATION / E- MAIL SYSTEM PAYMENT SYSTEM

RETRIEVE BOOKING INFORMATION

RECEIVE CONFIRMATION

CONFIRM BOOKING REQUEST

THE DELIVERABLES

Blueprint exchange RENTER ACTION

RECEIVE PICK-UP REMINDER

GO TO MEETING POINT

CONFIRM HANDOVER

FRONT STAGE

BACK STAGE

SUPPORT PROCESS

BACK STAGE

SEND EXCHANGE REMINDER NOTIFICATION & CONFIRMATION CODE

DATABASE SYSTEM NOTIFICATION SYSTEM

IN-APP CONFIRMATION SYSTEM

SEND EXCHANGE REMINDER NOTIFICATION & CONFIRMATION CODE

FRONT STAGE

OWNER ACTION

RECEIVE PICK-UP REMINDER

GO TO MEETING POINT

HAND OVER CONFIRMED

USE / CPH BIKE EXPERIENCE

RECEIVE RETURN REMINDER

GO TO MEETING POINT

SEND EXCHANGE REMINDER NOTIFICATION +

CONFIRM RETURN IN APP

CONFIRMATION CODE TO RENTER

NOTIFICATION SYSTEM

DATABASE SYSTEM

IN-APP CONFIRMATION SYSTEM

CALENDER SYSTEM

SEND EXCHANGE REMINDER NOTIFICATION +

CONFIRMATION CODE TO OWNER

PAYMENT RELEASE TO OWNER

RECEIVE RETURN REMINDER

GO TO MEETING POINT

CONFIRM EXCHANGE IN APP

THE DELIVERABLES

Blueprint rate RENTER ACTION

CONFIRM RETURN IN APP

RECEIVE NOTIFICTAION

FRONT STAGE

RATE OWNER

Rate & Review

RECEIVE RATING / REVIEW

The Owner just added a review and rating about you.

Rate & Review

Please rate & review the owner.

BACK STAGE

SEND OUT REMINDER ABOUT RATING OWNER

POST RATING

SEND NOTIFICATION ABOUT OWNER RATING

DATABASE SYSTEM

NOTIFICATION SYSTEM

POST RATING

SEND NOTIFICATION ABOUT RENTER RATING

DATABASE SYSTEM

SUPPORT PROCESS

DATABASE SYSTEM IN-APP CONFIRMATION SYSTEM

NOTIFICATION SYSTEM

CALENDER SYSTEM

BACK STAGE

SEND OUT REMINDER ABOUT RATING RENTER

FRONT STAGE

Rate & Review

The Renter has just added a review and rating about you.

Rate & Review

Please rate & review the renter.

OWNER ACTION

CONFIRM RETURN IN APP

RECEIVE NOTIFICTAION

RATE RENTER

RECEIVE RATING / REVIEW

Scenarios Scenarios are a way to display the users interaction with the service, and capture the experience of using the service e.g. like short storytelling or storyboard drawings. The scenarios are created from thorough user research, and is therefore based on real data. It is a useful and important tool when designing a service system as it may help reveal critical touch points of interaction that needs to be explored. Using personas in the scenarios improved authenticity when trying to understand the target group. Through storyboard drawings we developed four scenarios, based on two different personas. For each persona, one scenario described a situation without the use of Byke, while the other scenario described the same situation with the use of Byke.

THE DELIVERABLES

Scenarios Matt

Scenario 1: Arriving alone - Matt is going alone on a vacation to Copenhagen

1. Arriving at the airport

5. Going out to explore the city

9. A bit expensive

2. Arriving at the airport

6. â€œGetting around on a bike might be easierâ€?

10. Enjoying the experience of riding a bike in Copenhagen

3. Going by Metro from the airport

4. Arriving at the hotel

7. Walking for 30 mins and still no rental shops around

11. Returning the bike

8. Finally!

12. Flying home after the vacation

Scenario 2: Travelling alone - Matt is going alone on a vacation to Copenhagen using Byke

1. On board the flight

6. Checking in at the hotel

11. Receiving the bike and getting tips on where to go and what to see

2. Booking a bike on Byke for his arrival

7. Going out to explore the city

12. Exploring and experiencing the city by bike!

3. Arriving at the airport

4. Going by Metro from the airport

8. Byke notification with time and place of pick up

13. Byke notification with time and place for return

9. Nice!

14. Returning the bike

5. Arriving at the hotel

10. Going to meetup point

15. Going back home after a great vacation

THE DELIVERABLES

Scenarios Elena

Scenario 3: Visiting Copenhagen - Elena is having a family member coming over for a few days

1. Picking up family member at the airport 2. Going by Metro to Elenas place

6. Going to the center by S-train

7. Enjoying coffee at a cafĂŠ in the center

3. Planning the day, using rejseplanen.dk to figure out how to get around

8. Strolling around to enjoy the weather and the view

4. Going by bus

9. Heading back to Elenas place by Metro

5. Seeing the little mermaid

10. Back at Elenas place, relaxing after a long day of getting around the city

Scenario 4: Visiting Copenhagen - Elena is having a family member coming over for a few days (using Byke)

1. Picking up family member at the airport

5. They go for a stroll before heading to the meetup point

2. Elena realises that they need another bike, if they both have to get around

6. At the meeting point they see the owner waiting with the bike

3. They go home and looks for a bike to rent on Byke.dk

7. Having a cup of coffee with the local bike owner, talking about places worth visiting

4. They find a bike that fits and book it

8. Now they both can bike and get around the city easily

Through the scenarios we explore different situations in which the users would benefit from using our service, Byke. The scenarios therefore acts as a proof of concept, showing that Byke has a real world relevance.

THE DELIVERABLES

Motivation Matrix

Renters Renters

Owners Owners

Smart Smart locklock company company

GiveGive to to

BykeByke

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Renters Renters

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Owners Owners

1. Money, 1. Money, 2. The2.network The network 1. Bikes, 1. Bikes, 2. poten2. poten1. to 1. earn to earn som som 1. Money, 1. Money, 2. tes2. teseffect, effect, 3. Without 3. Without the the tial tips tial tips money. money. 2. Being 2. Being a ting a and tingfeedback and feedback renters renters the service the service doesn‘t doesn‘t good good host, host, meeting meeting work work // exist // exist visitorvisitor

Smart Smart locklock company company

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THE NEXT STEPS

Business model A business model will be designed and implemented, before Byke is launched with the clear objective of turning Byke into a viable company. The business model currently being developed is built on a commission-based revenue model, where the bike owners on our platform pay a small percentage of the money they make from having their bikes rented out through Byke. This ensures that the service is free to join for bike owners as well as renters, and creates a continuous revenue stream that increases in correlation with the rising popularity and use of the service.

Engaging the local bike owners Engaging the local community of open-minded bike owners who relate to our mission, is one of our highest prioritised next steps. It will be free and easy to sign up and list a bike, and once a certain range of bike owners and bikes are present on the platform, it will become very attractive and of high value to visitors in Copenhagen.

Assembling the team Our inspired team of five people currently covers a broad range of backgrounds, skill sets and areas of expertise, and we consider this multidisciplinary founder-team to be our strongest and most important resource as founders of Byke. Service systems design, product design, business, marketing, UI design, UX design, entrepreneurship and branding are the main fields in which we have our strengths. However, with a mobile application so central to the concept, we need the best app developers available to build the Byke platform. Finding the right person for the job is also a top priority at the moment.

Scaling Our ambitions for Byke go far beyond Copenhagen, and we intend on using the international nature of the service to expand the business to other major cities around the world. Each visitor in Copenhagen who rents a bike through Byke is a potential brand ambassador and the key to opening up a whole new geographical market for us. We encourage, as well as make it easy for all our users to share their experience with Byke on social media. Thereby, we create an engine for growth built on wordof-mouth. We envision a future with Byke as a dominating brand on the international stage of peer-to-peer service systems. This, by creating a strong community of local bike owners, developing a feasible business model, and having a motivated, ambitious team of skilled individuals.

REFERENCES

Københavns Kommune Teknik- og Miljøforvaltningen (2010) Fra god til verdens bedste - Københavns cykelstrategi 2011-2025 [pdf] Copenhagen: The Technical and Environmental Administration Available at: http://kk.sites.itera.dk/apps/kk_pub2/pdf/818_YF8zF5k7Cr.pdf [Accessed 12 December 2014]. Sharing Copenhagen (2014) Available at: http://sharingcopenhagen.dk/ [Accessed 12 December 2014]. Spinlister (2014) Available at: https://www.spinlister.com/ [Accessed 12 December 2014]. Spokefly (2014) Available at: https://www.spokefly.com/ [Accessed 12 December 2014].