Como escalar uma startup? O caso da Use Bike e a expansão da locação de bicicletas em hotéis no Brasil

Gianfranco da Silva Araujo; Odilo Schwade Junior; Anete Alberton; Sidnei Vieira Marinho

doi:10.14211/regepe.esbj.e2073en

Authors

Gianfranco da Silva Araujo gian.sas@gmail.com
Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil
https://orcid.org/0000-0003-3683-9345
Odilo Schwade Junior sktjuniors@gmail.com
Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil
https://orcid.org/0000-0002-2160-0086
Anete Alberton anete@univali.br
Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil
https://orcid.org/0000-0002-6477-0122
Sidnei Vieira Marinho sidnei@univali.br
Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil
https://orcid.org/0000-0003-0396-5898

DOI:

10.14211/regepe.esbj.e2073en

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.

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Author Biographies

Gianfranco da Silva Araujo, Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil

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.

Odilo Schwade Junior, Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil

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, Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil

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, Universidade do Vale do Itajaí (UNIVALI), Itajaí, SC, Brasil

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.

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