Movby is an online platform that facilitates collaborative consumption by connecting local owners of transportation means such as bikes and boats with locals and tourists in Amsterdam, offering a more affordable and convenient alternative to traditional rental services. The platform aims to empower local communities, promote eco-friendly transportation, and enhance the tourism experience while making it easier for owners to monetize unused goods. Extensive market research and customer feedback have indicated strong interest and potential growth for Movby's services in the shared economy space.

2. Executive Summary
Movby is an online collaborative consumption platform that connects local owners of
bikes, boats, motorbikes, caravans, cars and other means of transport with locals and
tourists around the world, in order to offer a friendly community where share
experiences. Movby is a more convenient and cheaper service than traditional renting
organizations.
The organization will set up an online platform and a mobile app. These tools will
enable local owners to post their goods in the platform and make a profit out of sharing
it amongst other neighbours and tourists.
We are starting in Amsterdam, focusing our efforts in the two main transports in this
city, bikes and boats.
Tourists and other locals walking the city of Amsterdam will have the possibility of
experiencing the city from a 360° local experience. The platform will give local users
and tourists the opportunity of renting bicycles and recreational boats for a cheaper and
more convenient option than traditional services. The platform will enhance these two
means of transport due to customer preferences and as an ecofriendly solution to
Amsterdam’s crowded streets.
Movby seeks to fulfill the global market as the next mobility solution, the organization
wants to enhance cheap and ecofriendly means of conveyance while enjoying the
city and empowering local communities as well as the tourism experience.
Connecting owners and users while sharing and giving second chances to un-used
goods Movby will therefore become a social and environmentally friendly experience as
well as a business proposition for those who seek one. In order to offer a reliable
product, Movby did deep research to understand what is the global and contextual
background of the collaborative economy within a global market research (PWC).
Secondly in order to focalize and localize the research, a local approach was taken by
studying a thesis focused on collaborative consumption in the city of Amsterdam done
by a questionnaire to 1,330 persons from all age ranges and societal backgrounds to
understand what drives local customers to use shared economy platforms. By doing so
the organization to generate a reliable marketing plan. Then a communications plan
will eventually launch its multiple campaigns, online and off-line in order to attract new
customers and derive others from our potential competitors, and will seek to attract
local owners and users as well as tourists visiting Amsterdam.
Movby received very positive feedback concerning concept and product acceptance
within the costumer research, focused groups and online testing via social media as well
as angel list job applications and page subscriptions.

3. Content
v Concept & Goals 4
v Business Canvas 5
v System Diagram 6
v Mission 7
v Value Proposition 7
v Team 7
v External Analysis 8
v Costumer Research 9
v Motives Influencing 10
v Willingness& Buyer Canvas 10
v Competitors 11
v Scalability 13
v Global Penetration 13
v Marketing expenses 14
v Revenue Model 14
v Cost Structure 15
v Growth scheme 16
v Business insights 16
v Reference List 17

4. The organization will set up an online platform and a mobile app. These tools
will enable local owners to post their un-used goods in the platform and make
a profit out of sharing it amongst other neighbors and tourists.
Tourists and other locals walking the city of Amsterdam will have the
opportunity of experiencing the city from local experience. The platform will
give local users and tourists the opportunity of renting local rides for a cheaper
and more convenient option than traditional services. The platform will
enhance efficient solution to Amsterdam´s crowded streets.
At the same time our platform will provide traditional services with the
opportunity of having a bigger audience reach by making a corporate user
profile.
The organization seeks to fulfill the market as Amsterdam´s next mobility
solution, the organization wants to enhance cheap and ecofriendly modes
of transportation while enjoying the city and empowering local communities
as well as the tourism experience.
Connecting owners and users while sharing and giving second chances to un-
used goods Movby will therefore become a social and environmentally friendly
experience as well as a business proposition for those who seek one.
Convenient renting
service.
Safe online sharing and
empowerment of local
communities.
Local and wider
transport range.
Shared transportation
modes & second
chance to unused
goods.
Concept
Goals
Wider audience reach
for traditional renting
services

5. CUSTOMER
SEGMENTS
oOwnersofrides
thatwanttoearnan
extramoney.
oPredisposedpeople
tojoininaSharing
community.
oTravelers,locals
neighboursand
peoplewholive
outsideofthecity.
VALUE
PROPOSITION
oOwnerscanearn
moneybyrenting
theirunusedRides.
oUserscanbook
ridesfromnearby
neighbours.
oLowerprice
comparedwith
traditionalrenting
services.
oFastandeasy
service.
oFlexiblelocation.
KEYPARTNERS
oBoatowners(people
thatrenttheirboat).
oBikeowners(People
thatrenttheirbicycles).
oInsuranceCompany.
oMechaniccompany.
oInvestors.
oPaymentprocessors.
oBusinessIncubators.
CUSTOMER
RELATIONSHIPS
oCustomerservice
oSocialMedia
oPlatform&Mobile
APP
KEYACTIVITIES
oProduct
developmentand
management
(platform).
oCommunitybuilding
Networks(Ownersand
Users)
COSTSTRUCTUREREVENUESTREAM
oCommissionfromownersuponeverybooking(5%).
oCommissionfromUsersuponeveryrental(10%).
KEYRESOURCES
oLocalOwners
oPlatform&Mobile
App
oSocialNetworks
CHANNELS
oPlatform&Mobile
App.
oPhysicalRides.
oTourismSpots
oOnline&Offline
oOffice.
oHHRR.
oMarketing.
oCustomerServices
oPlatformmaintenance.

6. System Diagram
UserProperty owner
Register Register
Property
Listing
Waiting for
booking
Payment done
Booking
request
Accepting
booking
o Safe sharing and empowerment of local communities
o Environmentally friendly
o Local & wider transport experience
o Convenient renting service
Insured
Experience
Product & user
development
Local
Moving
Booking
Cancellation
Refunds made
by the system

7. Mission
Our Team
Value Proposition
It is our mission to become the world's leading platform, connecting
travelers and locals to owners’ rides from every community and make
transportation more local friendly.
Offer: Offers people the chance to make profit out of their unused
apparel with no other effort than using the platform.
Demand: Making renting a ride easier, efficient, safe, fast and local.
Personalized Experience: Unlock local owners finest rides and connect
with the local community while using the guide app to move around.
Gonzalo de Velasco, Cofounder & CEO
International communication Management +
Entrepreneurship & Global Innovations.
International background, rational and logical thinker.
Development of the product and the customer experience.
Enrique Crespo, Cofounder & Operations Manager
Business Administration + Marketing & Commercial
Management.
Skilled at computing and coding, focused on results.
Development of the platform and the marketing insights.
Claudia Barrios, Brand Engineer
Communication and Brand Design.
Skilled at Design and communication.
Development of communications campaigns.

8. External Analysis
Register Brand €
Company Insurance €
Costumer Insurance €
(Dutch Chamber of commerce 2016)
1.600 000 citizens from 180 different nationalities +125.000 dailyarrivals.
(Dutchamsterdam 2013).
Shared economies growth: reached a 54% in European market.
44% of adults are aware ofshared economy (PWC2013).
1.22.400 walkAmsterdam’s streets daily, 800.000registered bicycles in
Amsterdam 47% of them are not in use (iamsterdam 2016).
There is an estimated 8000boats in Amsterdam and around 3 million
people a year use traditional boat cruising (amsterdamsights 2016).
Technologically
Technology offers trust between providers and takers
It makes it more engaging
It makes a stronger community
Makes life more efficient
(PWC 2013)
Environment
Better for the environment
(PWC 2013)
Agrees to access toownership
Owning feels like burden
(PWC 2013)
Economic
Less expensive than own
Makes life more affordable
(PWC 2013)
Amsterdam, the perfect place for a Sharing Business
Legal
Demographics & Socio Cultural
Trends

9. Costumer Research
Research to identify the motives of Dutch collaborative consumers &
measures the consumer potential of Collaborative Consumption within the
municipality of Amsterdam. This research report is based on questionnaires
given to 1330 persons. (L. Anderson 2013).
Results are divided in willingness to take part in Shared Economy and
considerations made by respondents as takers & providers.
Owners
Willingness
Takers
Willingness
0 5 10 15 20 25 30 35 40 45
RISK
TIME
PRACTICAL
SOCIAL
MONEYLESS
QUALITY
0 5 10 15 20 25 30 35 40 45 50
RISK
HELPING OUT
SOCIAL
MONEYLESS
QUALITY Boat Bike
53%
47%
Bike
Yes
No
25%
75%
Boat
46%
54%
Boat
51%49%
Bike
Yes
No

10. Motives Influencing Willingness
Motives Intrinsic Extrinsic General
Practical
Knowing what’s available
nearby.
Space at home.
Saving time.
Get professional experience.
Test if there is a market.
Social
Helping someone satisfies -Being
helped satisfies -Sharing brings
enjoyment -Meeting people from
one’s Neighbourhood brings
enjoyment.
Receiving compliments.
Boost social cohesion - Getting to
know other cultures.
Forward reciprocity.
Conflict prevention -Not looking
for new friends but more like search
of connections.
Environmental
Avoid unnecessary environmental
burden -Avoid throwing food and
goods away .
Financial gain -avoid costs .
Makes sense to share products that
are sitting idle.
Earth has reached its limits and
things have to be done differently.
Financial
Financial gain -Make money -
avoid costs -Higher quality for
less money.
Income –Entrepreneurship - Filling
market gaps.
Profiling
Locals and tourist
from Amsterdam.
Between 20-40
Years,
Online Active and
aware ofShared
economy.
Eco-friendly and
Social.
Goals
Seek for a cheap and
alternative way of
transportation.
The owner wants to
make an extra profit
on his unused goods.
Process
Aware of CC
Platforms.
Can Access easily to
internet.
Has a Mobility Issue
in Amsterdam.
Customer
Thinking
Modern, sharing,
eco-friendly and
community active.
WhyBuy
Our customers
appreciate the
following concepts:
o Business
proposition.
o Mobility
Solution.
o Convincing price.
o Social
Empowerment.
o Eco-Friendly
Solution.
o One Size fits all.
Channels
Customers use social
media in a constantly
Sharing economy.
users are social and
appreciate mouth to
mouth.
Initiatives
Activing the shared
economy, becoming
a Sharing eco-
friendly city building
a community.
Influencers, Stakeholders, Buying groups.
Partners will suppose a trust influence for our customers
due to the give them security.
Movby will have an internal an external influencer that
will be the community Manager.
Content and Information.
Buyers relays on information concerning the platform and
system informational need for owners to generate trusts
and understanding. Encourages locals and tourist to use
the platform. Communication will be On and Offline
Timing
Buying-Process can
happen every time
Constant flow of
tourist.
More convenient =
faster process
Customer Canvas

11. Competitors
Rental onlineplatform Owner-SailorSystem
o Clients: Unknown
o Revenue: Payment method online, % of total transaction.
o Online: 16,9k followers on Instagram, 7084 likes on FB
o Positioning: The world’s leader platform to connect boat users with boat owners.
Onlineplatform that connectsbicyclesand otherequipment owners
with interestedpeople for rent.
o Clients: Unknown
o Revenue: % of total service, Payment method online.
o Online: 11,3k followers on Instagram, 9389 likes on FB
o Positioning: is positioning itself as peer-to peer bike ski and snowboard apparel
provider.
Competitors in Amsterdam are divided in two: 2.0 are onlineplatforms that
provide boat sharing and bike sharing. On the otherhand theremaining two are
bike and boats traditional renting agencies.
Barqo.com (2.0)
Spinlister.com(2.0)
3%
97%
Spinlister
Netherlands
Rest of the
world
53%
47%
Barqo
176.685
16.962
5.000 50.000
Spinlister
Barqo
Total web Visits
Web Performance (Last 3 Months)

12. Traditional boat renting,
one type of boat (7 person, electric
boat).
o Clients: Unknown
o Revenue: 210 a day per boat
o Timetable: 10.00AM 22.00PM
o Location: Zandhoek 10
Amsterdam
o Positioning: 1# boat rental in
Amsterdam
Traditional bike renting, 6 types of offered
bicycles
o Clients: Unknown
o Revenue: 9.40 euros a day per bike
o Timetable: 9.00AM-19.00
o Location: Damstraat 20-22
(Amsterdam)
o Positioning : Oldest bike rental in
Amsterdam
Traditional
(Rent a bike& canal motor cruise)
Fixed Price
Fixed timetable
Fixed selling spot
Fixed prices
(In relevance to traditional competitors)
Flexible price
Flexible timetable
Flexible selling spot
Eco friendly
Community Building
Competitors
Canal motor boat (traditional) Rent A Bike (traditional)
I(Barqo & Spinlister)
No local targeting
Focused on big yacht and sailing boats.
Focused on bikes snowboards skis and
surf boards.
I(in relevance to 2.0 competitors)
“Glocal” positioning
Focused on most attractive transportation
in each location (personalized experience)
and user guided experience via app.
ex. Amsterdam; bikes and boats…
Movby
Traditional Competition
0 €
100 €
200 €
300 €
0 500 1.000 1.500 2.000 2.500 3.000 3.500 4.000
AveragePrice
Listings in Netherland
Spinlister Barqo

13. Scalability
The revenue model can be scaled world wide. Thescalability of theorganization would require
multiple market researches, focusing in themost attractive rides in each location, treating each
city as a different market where experience prevail over practicality .This means oncethe product
is available worldwide there should be an increase in investment in:
Marketing
Market research and marketing communication expenses will increase depending
on the assets and location
Product Development
The platform will have to be operative according to regulations & user expectations
Costumer Service
Should be available in any country in a variety of languages
Insurance contracts
Should be scaled upon location and asset
Terms and conditions
Should be scaled upon location and asset
Traditional RentingServices
Research and partnership agreements should be extended with other traditional
renting services.
Global Penetration
From 0 to 100 global penetration of p2p alternative means of transport
0 100

14. Period T1 T2 T3 T4
MarketingExpenses 8.600 € 12.000 € 13.000 € 6.000 €
Expected Results Min Max Min Max Min Max Min Max
Followers Social Networks 880 2.065 3.307 6.678 3.920 5.278 1.023 3.442
YoutubeViews 4.105 5.473 15.432 17.695 18.295 13.986 4.773 9.121
Web visits 5.590 8.705 21.017 27.385 24.917 21.645 6.500 14.116
Bounce Rate 85% 75% 75% 65% 65% 45% 45% 25%
Bike Owner's Registrations 151 392 946 1.725 1.570 2.143 644 1.906
Boat Owners Registrations 17 44 105 192 174 238 72 212
Total Owners Registrations 168 435 1.051 1.917 1.744 2.381 715 2.117
Bike Users Registrations 537 1.393 3.363 6.134 5.581 7.619 2.288 6.776
Boat Users Registrations 134 348 841 1.534 1.395 1.905 572 1.694
Total Users Registration 671 1.741 4.203 7.668 6.977 9.524 2.860 8.470
Registrations toClients 15% 25% 15% 25% 15% 25% 15% 25%
Bike Owners Clients 23 98 142 431 235 536 97 476
Bike Owners Clients 3 11 16 48 26 60 11 53
Bike Users Clients 80 348 504 1.534 837 1.905 343 1.694
Boat Users Clients 20 87 126 383 209 476 86 423
Repetition Rate 1% 5% 5% 15% 15% 25% 17% 30%
Repeat bike users 1 17 29 282 213 947 300 1.644
Repeat boatusers 0 4 6 71 35 237 75 411
Average daily Price for bikes 8,00 € 15,00 € 8,00 € 15,00 € 8,00 € 15,00 € 8,00 € 15,00 €
Average daily Price for boats 60,00 € 120,00 € 60,00 € 120,00 € 60,00 € 120,00 € 60,00 € 120,00 €
Company fee Owners 5%
Company fee Users 15%
Total ExpectedRevenue 373,98 € 3.481,90 € 1.832,10 € 11.590,10 € 3.462,57 € 16.586,80€ 2.219,39 € 17.779,50 €
Revenue for Bikes 130,08 € 1.096,77 € 640,37 € 4.085,65 € 1.260,62 € 6.415,57 € 771,96 € 7.510,66 €
Revenue for Boats 243,9€ 2.385,20 € 1.191,74€ 7.504,51€ 2.201,95 € 10.171,27 € 1.447,43 € 10.268,93 €
Clients AdquisionCost 68 € 16 € 15 € 5 € 10 € 4 € 11 € 2 €
Average Revenueperclient 3,54 € 7,62 € 2,32 € 5,76 € 3,15 € 6,63 € 4,93 € 8,00 €
Revenue Model 1st Year
Marketing Expenses
Social networks to
build a comunity
Adwords to increase
Visivility
Outdoor advertising to
engage the neigbourhood
Events and sponsorships to
maximize the experience

15. Cost Structure
We will seek for 100K funding for a 3,00% of equity tocover expenses the of the
two first years.
Period Y1 Y2 Y3 Y4 Y5
Nº of employees 3 5 10 10 15
Employee Expenses -72.000,00 € -117.000,00 € -314.000,00 € -324.000,00 € -490.000,00€
Office rental -6.000,00 € -6.000,00 € -60.000,00 € -60.000,00 € -60.000,00 €
Web Services -2.128,00 € -2.848,00 € -2.848,00 € -2.848,00 € -2.848,00 €
Market Studies and
Web Analytics
-4.320,00 € -10.000,00 € -20.000,00 € -80.000,00 € -100.000,00 €
Insurances -2.000,00 € -10.000,00 € -10.000,00 € -10.000,00 € -10.000,00 €
Supplies -800,00 € -5.000,00 € -10.000,00 € -10.000,00 € -15.000,00 €
Other expenses -2.000,00 € -50.000,00 € -100.000,00 € -120.000,00 € -180.000,00 €
Marketing expense -39.600,00 € -100.000,00 € -250.000,00 € -400.000,00 € -850.000,00 €
Total Expenses -128.848,00 € -300.848,00 € -766.848,00 € -1.006.848,00 € -1.707.848,00 €
Income 42.940,36 € 298.550,77 € 970.764,85 € 1.562.064,51 € 3.442.940,36 €
Profit Before Tax -85.907,64 € -2.297,23 € 203.916,85 € 555.216,51 € 1.735.092,36 €
-150.000 €
-100.000 €
-50.000 €
0 €
50.000 €
100.000 €
150.000 €
200.000 €
1.000 2.000 3.000 4.000 5.000 10.000 15.000 20.000 22.939 25.000 50.000
Break Even Point (Revenue/Customers)

16. -10 €
-5 €
0 €
5 €
10 €
15 €
20 €
Y1 Y2 Y3 Y4 Y5
Revenue per Client
Customer Adqusition Cost Revenue per Customer Net Revenue per customer
0 50 100 150 200 250
Y1
Y2
Y3
Y4
Y5
Thousands
Number of Customers
Goals/Timing Y1 Y2 Y3 Y4 Y5+
Goal 1
Positioning on
Amsterdam's market
Goal 2 Search of new type of rides
Goal 3
Search of other locations in
Netherlands
Goal 4
Extrapolation of thebusiness model to
other locations in Europe
Goal 5
Global
Expansion
Growth Scheme
Business Insights

17. Reference list
Dutchamsterdam (2013) Tour the Canals of Amsterdam.
Available at: http://www.dutchamsterdam.nl/180-amsterdam-canal-tours
Barqo. (2016) barqo.
Available at: https://barqo.co
Canal Motor Boats (2016)
Available at: http://www.canalmotorboats.com/
L.Anderson. (2013). Collaborative Consumption within the munucipality of
Amsterdam.
Available at: http://www.collaborativeconsumption.com/2013/09/24/study-the-
consumer-potential-of-collaborativeconsumption/
PWC 2013
Iamsterdam. (2016)cycling facts and figures.
Available at: http://www.iamsterdam.com/en/media-centre/city-hall/dossier-
cycling/cycling-facts-and- figures
SimilarWeb (2016) WebsiteAnalysis Report
spinlister,barqo,canalmotorboat,rentabike.pdf
Available at:
https://www.similarweb.com/website/spinlister.com?src=PDF
https://www.similarweb.com/website/barqo.com?src=PDF
Spinlister (2016) Spinlister.
Available at: https://spinlister.com
PWC. (2013) Shared Economy.
Available at: https://www.pwc.com/us/en/technology/publications/assets/pwc-
consumer-intelligence-series-the-sharing-economy.pdf