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Why Vanmoof 's Business Model is so successful?

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Vanmoof ’s Company Overview

VanMoof is a Dutch bicycle manufacturer that specializes in creating and selling high-quality electric bicycles. Founded in 2009 by brothers Taco and Ties Carlier, the company's mission is to revolutionize urban mobility and make daily commutes greener and more efficient. VanMoof's e-bikes are renowned for their sleek, minimalist design, advanced anti-theft technology, and integrated smart features. The company operates globally, with brand stores in major cities like Amsterdam, New York, London, and Tokyo. VanMoof's products are not just bicycles but a smart solution for urban commuting, combining technology and sustainability to redefine the experience of urban transportation. Business Model: VanMoof's business model is centered around direct-to-consumer sales. By designing, manufacturing, and selling their e-bikes in-house and through their online platform, VanMoof can maintain control over the quality and pricing of their products. This model also allows for continuous product innovation, as consumer feedback can be directly incorporated into the design and manufacturing process. Additionally, VanMoof offers a subscription service called "Peace of Mind" service, which covers theft and damage, thus ensuring that customers receive comprehensive after-sales service. Revenue Model: VanMoof generates revenue primarily through the sale of its electric bikes and accessories. The company's e-bikes are positioned as premium products, with prices reflecting their high-end design and technology. Additional revenue is generated through the "Peace of Mind" subscription service, which offers customers theft protection and maintenance services for a recurring fee. Furthermore, VanMoof also sells various bike accessories and parts, providing another stream of income. As a direct-to-consumer brand, VanMoof is able to eliminate middlemen, resulting in cost savings that can be passed on to the customer while also maintaining healthy profit margins.

Country: Netherlands

Foundations date: 2009

Type: Private

Sector: Consumer Goods

Categories: Mobility

Vanmoof ’s Customer Needs

Social impact:

Life changing: affiliation/belonging

Emotional: design/aesthetics, badge value, provides access

Functional: simplifies, connects, quality

Vanmoof ’s Related Competitors

Vanmoof ’s Business Operations


The critical resource in this business strategy is a community's intellect. Three distinct consumer groups comprise this multifaceted business model: believers, suppliers, and purchasers. First, believers join the online community platform and contribute to the production of goods by vendors. Second, buyers purchase these goods, which may be visual, aural, or literary in nature. Finally, believers may be purchasers or providers, and vice versa.

Curated retail:

Curated retail guarantees focused shopping and product relevance; it presents a consumer with the most appropriate options based on past purchases, interactions, and established preferences. It may be provided via human guidance, algorithmic recommendations, or a combination of the two.

Digital transformation:

Digitalization is the systematic and accelerated transformation of company operations, processes, skills, and models to fully exploit the changes and possibilities brought about by digital technology and its effect on society. Digital transformation is a journey with many interconnected intermediate objectives, with the ultimate aim of continuous enhancement of processes, divisions, and the business ecosystem in a hyperconnected age. Therefore, establishing the appropriate bridges for the trip is critical to success.


Electronic commerce, or e-commerce (alternatively spelled eCommerce), is a business model, or a subset of a larger business model, that allows a company or person to do business via an electronic network, usually the internet. As a result, customers gain from increased accessibility and convenience, while the business benefits from integrating sales and distribution with other internal operations. Electronic commerce is prevalent throughout all four main market segments: business to business, business to consumer, consumer to consumer, and consumer to business. Ecommerce may be used to sell almost any goods or service, from books and music to financial services and airline tickets.

Product innovation:

Product innovation is the process of developing and introducing a new or better version of an existing product or service. This is a broader definition of innovation than the generally recognized definition, which includes creating new goods that are considered innovative in this context. For example, Apple launched a succession of successful new products and services in 2001?the iPod, the iTunes online music service, and the iPhone?which catapulted the firm to the top of its industry.


Subscription business models are built on the concept of providing a product or service in exchange for recurring subscription income on a monthly or annual basis. As a result, they place a higher premium on client retention than on customer acquisition. Subscription business models, in essence, concentrate on revenue generation in such a manner that a single client makes repeated payments for extended access to a product or service. Cable television, internet providers, software suppliers, websites (e.g., blogs), business solutions providers, and financial services companies utilize this approach, as do conventional newspapers, periodicals, and academic publications.


Companies that manufacture fast-moving consumer goods and services and are committed to sustainability do ecological impact assessments on their products and services. While research-based green marketing needs facts, green storytelling requires imagination and location. Employees responsible for the brand definition and green marketers collaborate with product and service designers, environmental groups, and government agencies.

Technology trends:

New technologies that are now being created or produced in the next five to ten years will significantly change the economic and social landscape. These include but are not limited to information technology, wireless data transmission, human-machine connection, on-demand printing, biotechnology, and sophisticated robotics.

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