Matteo

Bertoletti
E-10 A

Singapore Green Cycling

A new way to travel

Matteo Bertoletti
E-10 A

Executive summary:

Singapore Green cycling aims to build a new and innovative infrastructure which will
revolutionize the transportation system in Singapore. The new system will bring,
Economical, Social and Environmental benefits to Singapore and its Citizens. Singapore
green Cycling will apply a new bicycle sharing system and a new set of cycling paths which
are scattered across the island. The bicycle sharing system consists of adding 4,000 new
bicycles and 250 bicycle rental stations. A minimum of 12 people will be employed to be
running this business, Mechanics, Logistic Management, Marketing and finance
management. Singapore green cycling will be partner with the LTA in order that all the
roads and cycling paths are provided, this means that the LTA will have a total of 20% share
of this company. The startup fee, including all costs for 2 years, is 2.5 million SGD


Products and services:

Having lived in Singapore for 10 years I can strongly claim that I have not seen many people
riding bicycles as a way of transportation. Ever since I came here in 2006 I have seen very
little bikes on the road, and I havent seen much improvements. After just a year living in
Singapore I had barley seen any bikes. If you were to ask any Singapore resident how many
times they have used their bicycle to get around town you would be shocked by how little it
is used, and its no surprise. Having said this, I would enjoy seeing Singapore become a more
cycle friendly city so that citizens can start using bicycles as a form of transport.
Singapore Green cyclings aim is to provide a new innovative bicycle infrastructure in
Singapore. The bicycle infrastructure consists of implementing two main things: a bicycle
sharing system and new set of cycling paths spanning across the island. A bicycle sharing
system is a service in which one may borrow/rent a bicycle from an automatic bike station
for short term use before returning it. The cycling paths will make it easier for cyclist to
travel without worrying about any incoming traffic or pedestrians. The cycling paths will be
scattered across Singapore connecting parks, large MRT and bus stations, and around some
of the most popular places to visit, Orchard Road, Bukit TImah, Marina Bay etc. After these
two main things have been applied the goal is providing everyone in Singapore a more
sustainable and healthier choice to travel around the island. Singapore Green cycling not
only provides benefits to the people of Singapore but also to Singapore itself.
The bicycle sharing system is simple and easy way of getting around town, but before you
are able to use it you must follow a few steps. First of all, you must buy a subscription
annual (60$), weekly (15$) or daily (2.50$) depending on how much you want to use the
bikes. To but this subscription you must simply approach one of the bicycle stations tap your
EZ-link card and buy the subscription. Once you have the subscription you may start renting
the bikes. But that isnt the only fee, once you have gotten this subscription you still need to
pay another fee accordingly depending on how long you use the bicycles each ride.

Matteo Bertoletti
E-10 A

If I would become the manager of Singapore green cycling I would provide many new and
improved services:

Our company will provide a new and innovative public transportation system to
choose from, instead of buses, taxis and MRTs, that will provide Social, Economical
and Environmental benefits such as
Environmental: Applying this infrastructure will lower the cars and buses on the
roads therefore lowering the co2 emissions in Singapore, making it a more pleasant
place to live
Economical: Applying a new infrastructure will return great profit for the Singapore
government
Social: After such a system is applied Singapore will be better looking as there will
hopefully be less cars and buses on the road, making Singapore a more pleasant
Our company will provide new cycling paths for cyclists scattered across Singapore
to provide a faster and safer way to travel
To start off the company we will start with 4,000 bicycles and 250 stations scattered
across the island

Market analysis:
Singapore Green cyclings targeted audience is everyone in Singapore. This is because our
aim is to create a public transport system for everyone in Singapore. We have to cater to
everyones need and requests as well as we can to insure that the bicycle infrastructure is
always at its highest standard. This means that we will have to make sure that all the bikes,
stations, and roads are functioning so that everyone may use them. If some of the stations
and/or bikes are not functional some customers will be disappointed and not decide to use
this service anymore and go back to his/her older ways of transportation. This is why it I
extremely important that our services are always offered at the highest possible standards
for everyone.
Singapore Green Cycling will be operating operating in Singapore, at this moment there are
no current projects and/or companies which are interested in creating such an advanced
cycling infrastructure as this. Luckily the only competitors which are currently standing are
the other public transportations system in Singapore which are operated by the LTA, and
because this cycling infrastructure will also become part of the public transportation of
Singapore, meaning that Singapore green cycling and LTA will work side by side, we will
have no competitors to worry about giving us a monopolistic market.
One of our top priorities as a new company is reaching out to the customers so that we can
understand their needs and advertise the company. Before starting this company, we had to
understand what the customers needs were so that I could invest in the proper things. The
results showed that the costumers that we are dealing with would certainly enjoy seeing a

Matteo Bertoletti
E-10 A
new bicycle infrastructure, now I am nearly 100% certain that it will work very well and
provide a very high income not only for Singapore cycle movement but another investor.
Here are the results:

Matteo Bertoletti
E-10 A

Strategy and Implementations:

Matteo Bertoletti
E-10 A
1. Too start off the company Singapore Green Cycling must create a partnership with
the LTA so that all the roads and cycling paths will be provided by them, this means
that they get a 20% share of the company
2. The next step is to decide where these paths will go and provide a map of all the
routes
3. After it is confirmed that the cycling paths will be made we will be designing the
bicycle stations and also be deciding were they will be place around the cycling
routes
4. The bicycles come in next, we will have to build the most efficient and comfortable
bike that will last very long without having to spend much money on repairs
5. Once the designing steps have been completed, which will take a few months, we
must start the construction of the cycling paths and along with it apply the bicycle
stations with bikes ready to go
6. While the construction is taking place we must advertise Singapore Green Cycling as
much as possible so that we can attract the most attention and costumers as
possible, advertising may take place on buses, taxis, billboards and online adds
7. To finalize we must make sure to employ people that maintain the bicycles and
bicycle stations

The service which our company provides is the first in Singapore meaning that we
have complete control over this market. As for now Singapore Green Cycling is a
Monopoly
Theft and vandalism
Theft and vandalism is of course big issue for any bicycle sharing system around the world.
Luckily Singapore is the safest city in the world with a very very low rate of crime. This does
not mean that no bicycles will be stolen, but we think that we are looking at only about 200
bicycles being stolen in the first two years. But I believe that this problem can be fixed by
simply applying a small GPS too the bicycles or by forcing users to put in their contacting
information when subscribing to Singapore green cycling. This way if we see that they have
not returned the bicycle we may fine them accordingly. Vandalism is also a big issue, but I
believe our team of mechanics are able to deal with any broken or damaged bicycles and
bicycle stations.
Demand
There might be frequent problems between availability of rental bicycles and of rental slots.
Demand can be high during rush hours in Singapore which means that there might not be
any bikes available at some stations, while in other parts in Singapore there might be too
many bicycles and not enough rental slots where to leave your bike. Of course this problem
may not occur so often if there are more bicycle and larger rental stations in more popular
places, but even so there will always be a time where there are no bicycles in one place and
too many in another. To solve this problem, we have come up with a truck, called the
bicycle dispenser, which collects bicycles from crowded areas and redistributes them in
other stations where there are no bicycles left.

Matteo Bertoletti
E-10 A
Company management
CEO

General Manager

Mechanics
Bcycle
management
Rental staion
management

Finance
Management
Accounting

Partnerships
Logistics
Management
Warehouse

Marketing

Advertising

Transport

Supply

Singapore Green cycling is owned by Matteo Bertoletti who is acting as the general manager
and CEO of the company. For the first branch there will be other 4 different branches which
consists of different working departments: Mechanics, Finance Management, Logistic
management and Marketing. Each of the branches require at least 3 full time employees
(apart from partnerships), this takes the company to a minimum of 12 full time employees.
This is too ensure that there is enough workforce while still maintaining a low spending
costs. Our partnership includes partnering with the LTA who will supply all the fees for the
roads and cycling paths, they will be getting a 20% share.
Organization structure:
Mechanics will take care of all the repairs for the bicycles and the bicycle stations. They wil
repair bicycles if they have any issues or repair stations if they have been vandalizes or
simply need repair.
Finance management is mostly based on accounting. They will check if all the numbers are
right, if we are losing/gaining money etc. This means they will also take care of any bills to
pay as well as the customers.
Logistics management will take care of all the transport, storing and supplying of all bicycles
and bicycle parts. They will take care in supplying any of the bicycle parts, and also in
supplying and re distributing the bicycles around Singapore to make sure that there are
enough bikes for everyone.
Marketing will only concentrate on advertising Singapore Green cycling.

Matteo Bertoletti
E-10 A

Financial Plan:
Too start off the company we will have to invest in 250 bicycle stations and around 4,000
bicycles. The stations are estimated at around 4,000 Singapore dollars each including the
repairs and the bicycles, also including the costs of repairing have been estimated at around
250 each. This means that we will need around 2.5 million dollars of startup fee to set up
and maintain the system for around 2 years. After around 2 years this system will hopefully
be much more popular and more people will use it which means we can start expanding it
further. As I mentioned earlier I will also try and apply some cycling paths scattered across
Singapore, this of course will cost huge sums of money but because we are partnering up
with the LTA, a government run business, they will hopefully supply all the money for that.
This of course means that the LTA must get a small but still significant 20% share of the
entire company. Before we can see how we will make back the money I will show you all the
prices for this bicycle sharing system.
Firstly, as I said before, citizens must buy a subscription, annual (60$), weekly (15$) or 24
hours (2.50$). Say that a total of 8000 people buy annual, 10000 buy weekly and 15000 buy
24 hours in the span of 2 years time (because thats how long the 2.5 million loan will last).
This will make a total of 2017500 Singapore Dollars, and thats not even including the riding
fee, which at its lowest (saying that just 3000 people out of the possible 33000 would only
cycle for 1 hour a day for just one year) would add another 1.7 million dollars. This makes a
total of 3.7 million dollars in the first 2 years. Of course as I said previously the LTA will own
around 20% of the company which means that we must deduct 750,000 dollars, which
means we are left with 2.95 million dollars which means that in two years we will have
made around 500K thousand dollars more than what we paid for the startup fee, a total of
16.6% profit in 2 years . Of course these numbers could be much much higher than we
think. I believe that in the first year it will be as predicted but in the second year more
people will know about the system so we will be encouraged to make more bicycles
available. As mentioned above 500k net profit would be the minimum after 2 years, I
believe it will most probably be far more than that. After the two years have ended we will
have managed to have accumulated enough money so that we can keep adding in more
bicycles and bicycle stations.

Matteo Bertoletti
E-10 A
Financial plan for employees: