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Brainstormings (3-step approach (Define and structure (Define specifically…

- - - - Improving bicycles (equipment or maintenance)
      - Build better bike road (infrastructures)
      - Strategic location of bike station
    - - Advertising benefits
      - improve PR
  - - - Online vs offline
      - Sign-up steps
      - Sign-up problems
    - - Integrate bike station with public transport
    - - Simplify bike pick-up process
      - Reduce stuff needed (smartphone, cards, etc.)
      - Reduce errors
- - - - Volume
        
        Demand is down
        
        Market share is down
        
        Production
      - Avg. price
        
        Product mix
        
        Company specific price
        
        Market price