BAM Infra
BAM Infraconsult, the innovation department of infrastructure giant BAM Infra, asked BMI to help turn its 'digital bike path' concept into a scalable, repeatable value proposition. The co-created 'fast cycle routes' proposition, branded goinGDutch, aims to increase commuting by bike, starting at Schiphol Airport.
The challenge
BAM Infra increasingly focuses on smart mobility and end-to-end services within urbanization and mobility. The challenge was to design the digital bike path concept into a saleable, repetitive value proposition, to encourage and activate the commercial team, and to tell the right appealing story in the market, with the goal of increasing bike commuting in the Schiphol area by 10% at the expense of car travel.
Our approach
BMI ran an accelerator program with a cross-business team, supporting co-innovation with ecosystem partners Gazelle/PON, Mijksenaar, Microsoft, OrangeNxt, and Schiphol Airport. Together they created an end-to-end bike experience connecting IoT-based smart infrastructure with electric bikes, mobility, vitality, and community services, with a phased, stage-gated implementation approach based on validation and real results.
The results
- A clear, user-centered value proposition for 'fast cycle routes'.
- A compelling storyline for communicating the goinGDutch proposition in the market, with the commercial team educated and activated to engage potential clients.
- A kickstart for the first 'fast cycle routes' project at Schiphol Airport.
The method stayed with the team. It always does.
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