ABSTRACT Demand responsive transport (DRT) solutions may improve rural transport systems. These solutions often emerge as social innovations in rural areas. In Switzerland, their planning process is embedded in a rigid regulatory framework of the public transport system. The objective of this paper is to understand in which way the regulatory framework of the public transport system influences planning processes of a DRT solution in a rural setting. The methodological approach of social innovation biographies helps to examine the necessary planning steps to start mybuxi, a DRT in two Swiss rural municipalities. Our findings show that regulatory constraints dominate the final planning stage of the social innovation. Protections of current public transport regulations hinder federal offices from subsidizing the DRT, having direct implications on the financial sustainability of the system. The findings of this paper help actors to better address regulatory questions in the early stage of the respective innovation process.