TIER's Case Study

From the bustling streets of Berlin to the cosmopolitan avenues of Paris, TIER Mobility has revolutionized the way we navigate our urban landscapes. Founded in 2018 and headquartered in Berlin, TIER has emerged as a frontrunner in the field of shared micro-mobility services. Our story is one of innovation, determination, and a steadfast commitment to sustainability—a blend that makes TIER a unique case study in the modern transportation sector.

The Birth of a Mobility Pioneer

TIER Mobility was born out of a passion for eco-friendly transportation. The brainchild of Lawrence Leuschner, Matthias Laug, and Julian Blessin, the company aimed to offer a sustainable alternative to traditional modes of urban transportation. Within just a few years, TIER expanded its footprint to over 80 cities across 13 countries, providing an easily accessible fleet of electric scooters that users can locate and unlock through a mobile app. This rapid expansion was no small feat, supported by an impressive series of funding rounds that raised over $270 million by late 2021 (Crunchbase).

Unique Value Propositions

What sets TIER apart from competitors in the micro-mobility sector? The answer lies in our multi-faceted approach to creating a sustainable and convenient mode of transport. Here are three critical aspects of our value proposition: Sustainable Mobility: We offer a range of electric vehicles designed to reduce car traffic in cities, promoting cleaner air and lesser congestion. In fact, TIER is the first fully climate-neutral micro-mobility company, balancing out emissions from all operational aspects (TIER Sustainability Report 2022). Easy Access: Our services are easily accessible through our app, making urban travel more convenient. Users simply locate a scooter, unlock it, and start their journey—no hassles, no complexities. Cooperation with Cities and Partners: We work closely with municipalities, public transport operators, and local communities to offer seamless mobility solutions, thus aligning our objectives with those of the city planners.

Business Model and Revenue Streams

Our business model revolves around providing shared scooter services to urban consumers, leveraging two primary revenue streams: per-minute usage fees and subscription plans. Users are charged a one-time unlock fee and a per-minute usage fee thereafter. While rates vary depending on location, the model ensures that our revenue is directly correlated with scooter utilization. Subscription plans offer regular users the option for unlimited rides within a certain daily limit, creating a steady stream of recurring revenue. Furthermore, partnerships with local businesses and municipalities provide additional income sources. For example, branded scooters and designated parking spots offer value-added services that attract both riders and sponsors.

Operational Efficiency: The Role of "Rangers"

Maintaining our fleet of scooters in pristine condition is crucial for user satisfaction and operational efficiency. Enter the "Rangers"—local operational staff responsible for the upkeep and charging of our scooters. These Rangers ensure that our fleet is always operational and meet stringent quality standards. Through this model, we not only provide reliable services but also generate local employment opportunities, contributing to the community.

Sustainability at the Core

Sustainability isn't just a buzzword for us; it's a core principle around which TIER operates. As the first climate-neutral micro-mobility company, we take considerable measures to ensure our operations have minimal environmental impact. According to our 2022 Sustainability Report, our commitment to carbon neutrality extends to every scooter ride. This achievement places us ahead of many competitors who are only beginning to consider the environmental impact of their services.

Technological Innovation and Data Utilization

Our proprietary data set provides unmatched accuracy in understanding end-user behavior. We employ next-gen analytics to identify the perfect audience for our products or messages. As cited in a recent whitepaper by Gartner, companies that effectively utilize data analytics can improve their decision-making capabilities by 60%. TIER dedicates significant resources to experimenting with new channel formats and targeting features within existing channels, allowing us to stay ahead of market trends and customer expectations.

Conclusion: The Future of Urban Mobility

In essence, TIER is not merely a company offering electric scooters; it's a transformative force in the urban mobility landscape. Our blend of sustainability, convenience, and relentless innovation positions us uniquely in the market. As cities grow and evolve, the demand for sustainable, efficient, and user-friendly transportation solutions will only increase. With our expanding footprint and unwavering commitment to changing mobility for good, TIER is poised to lead this dynamic sector well into the future. In doing so, we continue to pave the way towards a seamless, eco-friendly transportation experience that empowers people to live car-free. As we navigate the challenges and opportunities ahead, we remain steadfast in our mission—to change mobility for good, one electric scooter at a time. This is our story. This is TIER.