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GoinGDutch (BAM Infra, Microsoft, OrangeNXT & Schiphol)

Client
GoinGDutch (BAM Infra, Microsoft, OrangeNXT & Schiphol)
Case
GoinGDutch launches value proposition for intera
Discipline
Business design

GoinGDutch, a partnership between BAM Infra, Microsoft, OrangeNXT and Schiphol, wants to make cycling the coolest alternative to cars and public transport in busy cities and around airports. BMI helped the four-party ecosystem define a shared vision and successfully launch a scalable value proposition for interactive bicycle fast lanes.

GoinGDutch (BAM Infra, Microsoft, OrangeNXT & Schiphol)

The challenge

Schiphol-Rijk faces major urbanization and mobility challenges, with high traffic volumes causing congestion and air pollution; Schiphol aims to increase the number of airport employees cycling to work from 4,000 to 10,000 by the end of 2024. Innovation is hard within one company - doing it across an ecosystem of four partners made alignment even harder.

Our approach

BMI designed a three-step approach to accelerate the proposition to market: defining a shared vision and strategy for the ultimate bicycle-home-work experience; sharpening the interactive fast lanes value proposition into a scalable, sellable solution, with multi-disciplinary teams ideating sub-propositions like a bike academy and clothing line; and strategic storytelling to turn insights into a narrative for all stakeholders.

The results

  • A kickstart for the GoinGDutch partnership, including PR coverage in national media.
  • A scalable value proposition for interactive fast lanes and additional funding from the Ministry of Infrastructure for new mobility initiatives.
  • A test and demo location at Schiphol showcasing the technological infrastructure, contributing to a fitter workforce and a lower Dutch CO2 footprint.
“Working with BMI has been great. Like no other agency, they are really able to pinpoint and design the distinctiveness of the proposition by really understanding the problem worth solving for the customer and consumer.”Johan Winnubst, Partner GoinGDutch - BAM Infra Nederland B.V.

The method stayed with the team. It always does.

Want resultslike these?

Explore the possibilities with Patrick van der Pijl and the BMI team. Every big shift starts with a conversation.