Executive SummaryMovby is an online collaborative consumption platform that connects local owners ofbikes, boats, motorbikes, caravans, cars and other means of transport with locals andtourists around the world, in order to offer a friendly community where shareexperiences. Movby is a more convenient and cheaper service than traditional rentingorganizations.

The organization will set up an online platform and a mobile app. These tools willenable local owners to post their goods in the platform and make a profit out of sharingit amongst other neighbours and tourists.

We are starting in Amsterdam, focusing our efforts in the two main transports in thiscity, bikes and boats.Tourists and other locals walking the city of Amsterdam will have the possibility ofexperiencing the city from a 360° local experience. The platform will give local usersand tourists the opportunity of renting bicycles and recreational boats for a cheaper andmore convenient option than traditional services. The platform will enhance these twomeans of transport due to customer preferences and as an ecofriendly solution toAmsterdam’s crowded streets.

Movby seeks to fulfill the global market as the next mobility solution, the organizationwants to enhance cheap and ecofriendly means of conveyance while enjoying thecity and empowering local communities as well as the tourism experience.

Connecting owners and users while sharing and giving second chances to un-usedgoods Movby will therefore become a social and environmentally friendly experience aswell as a business proposition for those who seek one. In order to offer a reliableproduct, Movby did deep research to understand what is the global and contextualbackground of the collaborative economy within a global market research (PWC).

Secondly in order to focalize and localize the research, a local approach was taken bystudying a thesis focused on collaborat ive consumption in the city of Amsterdam doneby a questionnaire to 1,330 persons from all age ranges and societal backgrounds tounderstand what drives local customers to use shared economy platforms. By doing sothe organization to generate a reliable marketing plan. Then a communications planwill eventually launch its multiple campaigns, online and off-line in order to attract newcustomers and derive others from our potential competitors, and will seek to attractlocal owners and users as well as tourists visiting Amsterdam.

Movby received very positive feedback concerning concept and product acceptancewithin the costumer research, focused groups and online test ing via social media as wellas angel list job applications and page subscriptions.

Content v Concept & Goals 4

v Business Canvas 5v System Diagram 6

v Mission 7v Value Proposition 7v Team 7

v External Analysis 8v Costumer Research 9

v Motives Influencing 10v Willingness & Buyer Canvas 10v Competitors 11

v Scalability 13v Global Penetration 13

v Marketing expenses 14v Revenue Model 14v Cost Structure 15

v Growth scheme 16v Business insights 16

v Reference List 17

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

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System DiagramUserProperty owner

Register Register

Property Listing

Waiting for booking

Payment done

Booking request

Acceptingbooking

o Safe sharing and empowerment of local communitiesoEnvironmentally friendly

oLocal & wider transport experience oConvenient renting service

Insured Experience

Product & user development

Local Moving

Booking Cancellation

Refunds made by the system

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 & CEOInternational communication Management +Entrepreneurship & Global Innovations.International background, rational and logical thinker.Development of the product and the customer experience.

Enrique Crespo, Cofounder & Operations ManagerBusiness Administration + Marketing & Commercial Management.Skilled at computing and coding, focused on results. Development of the platform and the marketing insights.

Claudia Barrios, Brand EngineerCommunication and Brand Design.Skilled at Design and communication. Development of communications campaigns.

External Analysis

Register Brand €Company Insurance €Costumer Insurance €

(Dutch Chamber of commerce 2016)

1.600 000 citizens from 180 different nationalities +125.000 daily arrivals. (Dutchamsterdam 2013).

Shared economies growth: reached a 54% in European market.44% of adults are aware of shared economy (PWC2013).

1.22.400 walk Amsterdam’s streets daily, 800.000 registered bicycles in Amsterdam 47% of them are not in use (iamsterdam 2016).

There is an estimated 8000 boats in Amsterdam and around 3 million people a year use traditional boat cruising (amsterdamsights 2016).

TechnologicallyTechnology offers trust between providers and takers

It makes it more engagingIt makes a stronger community

Makes life more efficient

(PWC 2013)

Environment Better for the environment

(PWC 2013)

Agrees to access to ownership

Owning feels like burden (PWC 2013)

EconomicLess expensive than own

Makes life more affordable

(PWC 2013)

Amsterdam, the perfect place for a Sharing Business

Legal

Demographics & Socio Cultural

Trends

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.

OwnersWillingness

TakersWillingness

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%

BikeYes

No

25%

75%

Boat

46%54%

Boat51%49%

BikeYes

No

Motives Influencing WillingnessMotives 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.

FinancialFinancial gain -Make money -avoid costs -Higher quality for less money.

Income –Entrepreneurship - Filling market gaps.

ProfilingLocals and tourist from Amsterdam.

Between 20-40 Years,Online Active and aware of Shared economy.

Eco-friendly and Social.

GoalsSeek for a cheap and alternative way of transportation.

The owner wants to make an extra profit on his unused goods.

ProcessAware of CC Platforms.Can Access easily to internet.Has a Mobility Issue in Amsterdam.

Customer ThinkingModern, sharing, eco-friendly and community active.

Why Buy

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.

ChannelsCustomers use social media in a constantlySharing economy. users are social and appreciate mouth to mouth.

InitiativesActiving 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

TimingBuying-Process can happen every time Constant flow of tourist. More convenient = faster process

Customer Canvas

Competitors

Rental online platform Owner-Sailor SystemoClients: UnknownoRevenue: Payment method online, % of total transaction.oOnline: 16,9k followers on Instagram, 7084 likes on FBoPositioning: The world’s leader platform to connect boat users with boat owners.

Online platform that connects bicycles and other equipment owners with interested people for rent.o Clients: Unknowno Revenue: % of total service, Payment method online.o Online: 11,3k followers on Instagram, 9389 likes on FBo Positioning: is positioning itself as peer-to peer bike ski and snowboard apparel

provider.

Competitors in Amsterdam are divided in two: 2.0 are online platforms that provide boat sharing and bike sharing. On the other hand the remaining two are bike and boats traditional renting agencies.

Barqo.com (2.0)

Spinlister.com (2.0)

3%

97%

SpinlisterNetherlands

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)

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 22.00PMo Location: Zandhoek 10

Amsterdamo Positioning: 1# boat rental in

Amsterdam

Traditional bike renting, 6 types of offered bicycles

o Clients: Unknowno Revenue: 9.40 euros a day per bike o Timetable: 9.00AM-19.00o Location: Damstraat 20-22

(Amsterdam)o Positioning : Oldest bike rental in

Amsterdam

Traditional(Rent a bike & canal motor cruise)Fixed PriceFixed timetable Fixed selling spotFixed prices

(In relevance to traditional competitors)Flexible price Flexible timetableFlexible selling spotEco friendlyCommunity Building

Competitors

Canal motor boat (traditional) Rent A Bike (traditional)

I(Barqo & Spinlister)

No local targetingFocused on big yacht and sailing boats. Focused on bikes snowboards skis and surf boards.

I(in relevance to 2.0 competitors)

“Glocal” positioningFocused 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

Aver

age P

rice

Listings in Netherland

Spinlister Barqo

ScalabilityThe revenue model can be scaled world wide. The scalability of the organization would require multiple market researches, focusing in the most attractive rides in each location, treating each city as a different market where experience prevail over practicality .This means once the product is available worldwide there should be an increase in investment in:

MarketingMarket research and marketing communication expenses will increase depending on the assets and location

Product DevelopmentThe platform will have to be operative according to regulations & user expectations

Costumer ServiceShould 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 Renting ServicesResearch and partnership agreements should be extended with other traditional renting services.

Global PenetrationFrom 0 to 100 global penetration of p2p alternative means of transport

0 100

Period T1 T2 T3 T4Marketing Expenses 8.600 € 12.000 € 13.000 € 6.000 €Expected Results Min Max Min Max Min Max Min MaxFollowers Social Networks 880 2.065 3.307 6.678 3.920 5.278 1.023 3.442Youtube Views 4.105 5.473 15.432 17.695 18.295 13.986 4.773 9.121Web visits 5.590 8.705 21.017 27.385 24.917 21.645 6.500 14.116Bounce Rate 85% 75% 75% 65% 65% 45% 45% 25%Bike Owner's Registrations 151 392 946 1.725 1.570 2.143 644 1.906Boat Owners Registrations 17 44 105 192 174 238 72 212Total Owners Registrations 168 435 1.051 1.917 1.744 2.381 715 2.117Bike Users Registrations 537 1.393 3.363 6.134 5.581 7.619 2.288 6.776Boat Users Registrations 134 348 841 1.534 1.395 1.905 572 1.694Total Users Registration 671 1.741 4.203 7.668 6.977 9.524 2.860 8.470Registrations to Clients 15% 25% 15% 25% 15% 25% 15% 25%Bike Owners Clients 23 98 142 431 235 536 97 476Bike Owners Clients 3 11 16 48 26 60 11 53Bike Users Clients 80 348 504 1.534 837 1.905 343 1.694Boat Users Clients 20 87 126 383 209 476 86 423Repetition Rate 1% 5% 5% 15% 15% 25% 17% 30%Repeat bike users 1 17 29 282 213 947 300 1.644Repeat boat users 0 4 6 71 35 237 75 411Average 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 Expected Revenue 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 Adquision Cost 68 € 16 € 15 € 5 € 10 € 4 € 11 € 2 €Average Revenue per client 3,54 € 7,62 € 2,32 € 5,76 € 3,15 € 6,63 € 4,93 € 8,00 €

Revenue Model 1st Year

Marketing ExpensesSocial networks to build a comunity

Adwords to increase Visivility

Outdoor advertising to engage the neigbourhood

Events and sponsorships to maximize the experience

Cost Structure We will seek for 100K funding for a 3,00% of equity to cover expenses the of the two first years.

Period Y1 Y2 Y3 Y4 Y5Nº 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)

-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

ThousandsNumber of Customers

Goals/Timing Y1 Y2 Y3 Y4 Y5+Goal 1 Positioning on

Amsterdam's marketGoal 2 Search of new type of rides

Goal 3 Search of other locations in Netherlands

Goal 4 Extrapolation of the business model to other locations in Europe

Goal 5 Global Expansion

Growth Scheme

Business Insights

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=PDFhttps://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