Market assessment & business plan for new micro-mobility business

The client, a UAE-based sustainable transport company, was keen on expanding business in the MENA region and beyond by offering driving on-demand service in multi-modal, inter-urban, transport networks.

Problem Statement

We were engaged to recommend a go-to-market strategy and assess the business opportunity. The engagement involved:

  • Business model development
  • Creation of the internal pitch note including financial statements creation, and conducting business valuation to determine the business ROI

Action Taken

  • Assessed the market environment and competitive landscape of the GCC region and estimated the market size and addressable market
  • Estimated the number of vehicles to be launched and designed the 5-year rollout plan
  • Detailed the cost structure including the cost of hardware, royalty fees, cost of operations for charging
  • Detailed the revenue structure including identification of revenue streams
  • Developed the P&L, B/S and Cash Flow statements and the financial model bringing into context the target market
  • Developed a discounted cash flow based financial model to determine investment requirement and potential returns
  • Designed a valuation summary sheet including key ratios and margins
  • Created a detailed internal investor presentation


  • Our deliverable enabled the client to assess the business opportunity and the pitch the business model to its stakeholders effectively
  • The recommendation involving a go-to-market strategy helped client evaluate risks and opportunities within the MENA region in the sustainable transport space.