How to scale a startup? The Use Bike case and the expansion of rent a bike service in Brazilian hotels

Abstract

The “Use Bike” case presents the dilemma faced by César and his partners to finding a way to expand their business. Initially, they have two choices: the sales method through trade representatives or the expansion by franchises. Business experience reveals the various challenges, as well as the advantages associated with each choice. The use of trade representatives implies the need for a bigger investment for the acquisition of bicycles and business expansion, i.e. challenges in terms of cash flow. On the other hand, creating a model for franchising that allows to reproduce the success of the business, requires overcoming challenges and complexities. The presentation of these experiences, with information about the implementation of the project and considerations collected directly from the company's executives, allows the students to be able to discuss the entrepreneurial journey, from the validation of the business models and the possibilities of scalability of a startup that is not exclusively digital.