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

Authors

  • Gianfranco da Silva Araujo gian.sas@gmail.com
    Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil
    https://orcid.org/0000-0003-3683-9345
  • Odilo Schwade Junior sktjuniors@gmail.com
    Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil
    https://orcid.org/0000-0002-2160-0086
  • Anete Alberton anete@univali.br
    Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil
    https://orcid.org/0000-0002-6477-0122
  • Sidnei Vieira Marinho sidnei@univali.br
    Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil
    https://orcid.org/0000-0003-0396-5898

DOI:

10.14211/ibjesb.e2073

Keywords:

Startup. Business model. Scalability. Business expansion. Franchising.

Abstract

The "Use Bike" case presents César and his partners' dilemma in 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 option. The use of trade representatives implies the need for more significant investment for acquiring bicycles and business expansion, i.e., challenges in terms of cash flow. However, creating a model for franchising that allows the reproduction of the business's success 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.

Downloads

Download data is not yet available.

Author Biographies

Gianfranco da Silva Araujo, Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil

is Bachelor in Business Administration from the University of Vale do Itajaí - UNIVALI (2003), Post-Graduation in Informatics in Education from the Federal University of Lavras - UFLA (2004). Master in Management, Internationalization and Logistics from the University of Vale do Itajaí - UNIVALI (2017). Professor of Basic, Technical and Technological Education at the Instituto Federal Catarinense - Campus Camboriú. Coordinator of the Higher Course in Technology in Real Estate Business and Vice Coordinator of the Technical Course in Real Estate Transactions. Experience in the areas of Administration, Informatics in Education.

Odilo Schwade Junior, Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil

is Bachelor in Computer Science from the University of Vale do Itajaí (2010), with undergraduate work in the Information Security Area, MBA in Project Management (2013) and Master in Administration (Professional Master in Administration - Management, Internationalization and Logistics). Co-founder of HARDS, the first hardware+software startup accelerator in Brazil, and MOA Venture Partners. He was coordinator of UNIINOVA - Technological Innovation Nucleus of UNIVALI and of ITE - Business Technological Incubator of UNIVALI and worked as Professor in the undergraduate courses in Internet Systems, Computer Science, Production Engineering and Administration and in the MBA course in Business Management. UNIVALI projects. He participated in the SEBRAE/SC Training Program - Development and Strengthening of Startups Catarinenses - StartupSC, where he had contact with several entrepreneurs, mentors, investors and organizations involved in the Startup ecosystem in Brazil. He is interested in and seeks to participate and collaborate with the development of the Brazilian innovation and entrepreneurship ecosystem, being in the development of startups, entrepreneurs and topics related to entrepreneurial education. He was one of the first volunteers in Costa Valley, a startup community in Balneário Camboriú, Itajaí and the region, and works nationwide to foster startup communities. Acts as a Startup Weekend facilitator for Techstars in Brazil.

Anete Alberton, Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil

holds a PhD and Master in Production Engineering (2003 and 1996), Specialization in Occupational Safety Engineering (1995) from the Federal University of Santa Catarina (UFSC/SC). Degree in Administration (1992), Civil Engineering (1991) and Artistic Education (1988) from the University of Rio Grande Foundation (FURG/RS). Professor of the disciplines: Sustainability & Global Agendas for DS, Business Cases and Research Seminars. She is a permanent professor of the Graduate Program in Administration (PPGA/UNIVALI), the Professional Master's Program in Administration (PMPGIL/UNIVALI) and the Graduate Course in Administration (UNIVALI/SC). He has published in relevant magazines such as: Business Strategy and the Environment, Corporate Social Responsibility and Environmental Management, Sustainability, Journal of Small Business and Enterprise Development, Employee Relations, Journal of Contemporary Hospitality Management, RAC - Revista de Administração Contemporânea; RAP- Public Administration Magazine, REGE - USP Management Magazine, RGSA ? Socio-environmental Management Magazine, among others. He has experience in Administration, with an emphasis on Financial Administration and Environmental Management, working mainly on the following topics: cash flow, business plan, investment analysis, management of tourist enterprises, environmental management and small business management.

Sidnei Vieira Marinho, Professional Master's Program in Administration – Management, Internationalization and Logistics (PMPGIL), University of Vale do Itajaí (UNIVALI), Itajaí, SC, Brazil

is graduated in Mechanical Production Engineering (1996) and Administration (2012), master's degree in Production Engineering (1999) and PhD in Production Engineering (2006) from the Federal University of Santa Catarina (UFSC). Professor at the University of Vale do Itajaí (UNIVALI) in the Graduate Program in Business Administration, in the Graduate Program in Business Administration (PPGA) and in the Professional Master's Program in Business Management, Internationalization and Logistics (PMPGIL). Vice-coordinator of the Graduate Program in Administration (PPGA). Coordinator of the specialization course in University Management (agreement with the Santa Catarina Association of Educational Foundations - ACAFE) and the specialization course in Production, Process and Quality Engineering. Leader of the Management Technologies Research Center (NuTEG). Editor of Revista Alcance (2009-2015) and currently Assistant Editor of the teaching cases section of the magazine. Associate Editor of the Journal of Contemporary Administration (RAC). Leader of the theme Teaching Cases of the EPQ/ANPAD Division (2015-2017). He was part of the Scientific Committee of the EPQ/ANPAD division in the 2018-2020 triennium. He has experience in the area of ​​Production Engineering, with emphasis on Planning, Design and Control of Production Systems, working mainly on the following topics: cost management, financial administration, performance evaluation, process management, balanced scorecard and logistics and operations.

References

Associação Brasileira de Franquias. (2015). Números do Franchising. Recuperado de http://www.portaldofranchising.com.br/central/Content/UploadedFiles/Arquivos/desempenho-franchising-novo-2015.pdf

Blank, S, & Dorf, B. (2014). Startup: Manual do Empreendedor – O guia passo a passo para construir uma grande empresa. Rio de Janeiro: Alta Books.

Degen, R. J. (2009). O empreendedor: empreender como opção de carreira. São Paulo: Pearson Prentice Hall.

Endeavor Brasil. (2016). Os Perfis dos Empreendedores Brasileiros. Recuperado de http://quiz.endeavor.org.br/perfilempreendedor/

Kotler, P., & Keller, K. L. (2012). Administração de marketing (14a ed.). São Paulo: Pearson Prentice Hall.

Lei nº 8.420, de 8 de maio de 1992. (1992). Introduz alterações na Lei nº 3.886, de 9 de dezembro de 1965, que regula as atividades dos representantes autônomos. Recuperado de http://www.planalto.gov.br/ccivil_03/leis/l8420.htm

Lei nº 8.955, de 15 de dezembro de 1994. (1994). Dispõe sobre o contrato de franquia empresarial (franchising) e dá outras providências. Recuperado de http://www.planalto.gov.br/ccivil_03/leis/l8955.htm

Lei nº 4.886, de 9 dezembro de 1965. (1965). Regula as atividades dos representantes comerciais autônomos. Recuperado de http://www.planalto.gov.br/ccivil_03/leis/l4886.htm

Maximiano, A. C. A. (2011). Administração para empreendedores: fundamentos da criação e da gestão de novos negócios. (2ª ed.) São Paulo: Pearson Prentice Hall.

Michael, S. C. (2003). First mover advantage through franchising. Journal of Business Venturing, 18(1), 61-80. https://doi.org/10.1016/S0883-9026(01)00085-4 DOI: https://doi.org/10.1016/S0883-9026(01)00085-4

Ministério do Turismo. (2015). Turismo movimenta R$492 bilhões no Brasil. Recuperado de https://www.gov.br/turismo/pt-br/assuntos/noticias/turismo-movimenta-r-492-bilhoes-no-brasil

Osterwalder, A. (2004). The business model ontology: a proposition in a design science approach (Doctoral dissertation). Faculté des Hautes Études Commerciales, Université de Lausanne, Lausanne, Suíça.

Osterwalder, A., & Pigneur, Y. (2011). Business Model Generation: Inovação em Modelos de Negócios – Um manual para Visionários, Inovadores e Revolucionários. Rio de Janeiro: Alta Books.

Ries, E. (2012). A startup enxuta: como os empreendedores atuais utilizam a inovação contínua para criar empresas extremamente bem-sucedidas. São Paulo: Lua de Papel.

Silva Júnior, O. F. P. (2014) Empreendedorismo: a base do sucesso. Itajaí, SC: Editora da Univali.

Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2-3), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003 DOI: https://doi.org/10.1016/j.lrp.2009.07.003

Downloads

Published

2023-01-01

Métricas


Visualizações do artigo: 777     Caso de ensino (pdf) (Português (Brasil)) downloads: 121 Caso de ensino Viewer (xml, epub, html) (Português (Brasil)) downloads: 0 Caso de ensino Mobile (Português (Brasil)) downloads: 0 Notas de ensino (Português (Brasil)) downloads: 38

How to Cite

Araujo, G. da S., Schwade Junior, O., Alberton, A., & Marinho, S. V. (2023). How to scale a startup? The Use Bike case and the expansion of rent a bike service in Brazilian hotels. REGEPE Entrepreneurship and Small Business Journal, 12(1), e2073. https://doi.org/10.14211/ibjesb.e2073

Issue

Vol. 12 No. 1 (2023): Jan./Apr. (Continuous Publication)

Section

Case study

License

Copyright (c) 2022 Gianfranco da Silva Araujo, Odilo Schwade Junior, Anete Alberton, Sidnei Vieira Marinho

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish in this journal agree to the following terms:

  1. The author(s) authorize the publication of the text in the journal;

  2. The journal is not responsible for the opinions, ideas, and concepts expressed in the texts, as they are the sole responsibility of their authors;

  3. Authors retain copyright and grant the journal the right of first publication, with the work published under the CC BY 4.0  License, which allows sharing the work with acknowledgment of authorship and initial publication in this journal;

  4. Authors are allowed and encouraged to post their work (Submitted version, Accepted version [Manuscript accepted by the author], or Published version [Record version]) online, for example in institutional repositories or preprints, as it can lead to productive exchanges as well as earlier and greater citation of published work. REGEPE requires that authors indicate/link the published article with DOI. See the Effect of Open Access.

Crossref
Scopus
Google Scholar
Europe PMC

Similar Articles

<< < 1 2 3 4 5 6 7 8 9 > >> 

You may also start an advanced similarity search for this article.