LDT2037 Design Thinking for Strategic Communication

BEAM IN MMU

BUSINESS PROPOSAL

PREPARED BY:
SOFEA AND JASMINE

TABLE OF CONTENTS

01 02 03

INTRODUCTION KEY PARTNERS KEY ACTIVITIES

04 05

VALUE CUSTOMER
PROPOSITIONS RELATIONSHIPS

TABLE OF CONTENTS

06 07 08

CUSTOMER SEGMENTS KEY RESOURCES CHANNELS

09 10

COST STRUCTURE REVENUE STREAMS

01

INTRODUCTION

BEAM IN MMU

Founded in 2018, Beam is Asia Pacific’s largest shared
micro mobility company. They are on a mission to turn
little drives into better rides and make cities flow better
for everyone. Beam is a micro mobility company that
offers incentives to customers to park their e-scooters
at designated parking spots through its app rather than
just leaving them wherever on the street.

They work closely with cities to develop fleets of
autonomous tiny electric vehicles that provide citizens
with a new, cost-effective, and environmentally friendly
method of transportation.

We decided to partner up with Beam Mobility to
provide faster and accessible transportation for
residents in Cyberjaya, most importantly the staff and
students of Multimedia University (MMU) Cyberjaya.

The reason we chose to work with Beam is because we
want to make the world a better place. Beam Mobility,
is a pioneer in sustainable micro mobility, is trying to
expand the sharing economy in the city.

02

KEY PARTNERS

MULTIMEDIA KEY PARTNERS SOCIAL MEDIA
UNIVERSITY (MMU) INFLUENCERS
STUDENTS'
To improve shared mobility's REPRESENTATIVE To reach a wider audience.
connection with the university to boost
COUNCIL (SRC) Post videos of themselves using Beam
the city's transportation system. on the MMU campus using MMU
To help spread the awareness of student ID.
Special discounts to MMU students shared mobility and the benefits for

students of MMU through events.
Know how to promote student use

of beam mobility around
the campus

03

KEY ACTIVITIES

KEY ACTIVITIES

PROVIDE VALUE WRITE A IDENTIFY
PROPOSITIONS TO PROPOSAL RESOURCES

CUSTOMERS Creating one to send to the After developing a budget, receiving a
official Beam headquarters quotation, and finally receiving
According to the research of a scholar as well as the Multimedia approval from higher-ups, it is possible
named Charles B. Stabell, key activities University (MMU). Outline the to begin identifying resources and
can be divided into three categories: mission and vision for transferring the project to the
production, problem solving, and bringing Beam to campus. Multimedia University campus in
platform/network. Following that, the budget Cyberjaya.
for overall scooters that
Beam must provide for
students on the Cyberjaya
campus.

04

VALUE PROPOSITIONS

VALUE PROPOSITIONS

Lessen The Time Sustainable Safety First
Spent Traveling Transportation System
Specific lanes will be
Multimedia University is quite big Students who reside off made for e-scooters to
so, from one faculty to another campus can Beam utilise so they can avoid
could take up to 10 to 15 straight to their faculty. riding on the road
minutes.
They won't have to worry Conserve Energy A gadget with Beam that
Not to mention also the hot if they miss the MMU bus and Time detect your location if
weather in Malaysia some might shuttle or having to book you have been in an
have to stop by shops to get a grab. accident.
themselves a drink.

It can be challenging to pay
attention to a two-hour lecture
when you are tired.

It would already take additional
time to have to refer back to the
slides and understand that.

These could easily cause anxiety.

05

CUSTOMER
RELATIONSHIPS

CUSTOMER RELATIONSHIPS

A recommended parking location will be established in
high-demand areas where they can obtain parking
rewards, while a discounted rate system will be applied to
e-scooters that started driving on campus. So that students
can access the campus more quickly and affordably.

Provide a feedback form to customers after their ride in
order to develop our relationship with them. We will be
able to better understand our customers' demands and
make changes as a result.

Since they would be the ones using it every day, we should
consider their suggestions since they should be better
knowledgeable about how to make the ride more
comfortable and simple for them.

06

CUSTOMER SEGMENTS

CUSTOMER SEGMENTS

Students must get up early since they must take into account
getting ready and the walking distance, particularly for those who
live in dorms or close to campus without access to
transportation. Since it can be quite a distance from their home
to each faculty and the idea of arriving to classes late is
unacceptable, it is evident that the majority of students are lazy.

Therefore, students can better manage their time with Beam
Mobility, and if they oversleep, it won't be a problem because
they still have a chance to go to their classes on time.

Some people prefer not to drive on campus because they want to
save fuel. As we all know, fuel is quite expensive nowadays, so
people would rather walk around campus. Beam Mobility has
gathered data through public opinion and surveys to learn more
about how each driver on the road can contribute to air pollution

07

KEY RESOURCES

KEY RESOURCES

Key resources are the most important assets in the Business Model Canvas
(BMC). It enables Beam to develop and deliver a value proposition, enter
markets, generate revenue, and maintain relationships with their customer
segments. Physical, intellectual, human, and financial resources are the four
types of key resources.

Manufacturing plants, machines, buildings, systems, vehicles, point-of-sale
systems, and distribution systems are examples of physical assets included in
the Physical category. Then there's creativity and experience in the Human
category. The following category is Intellectual, which includes the brand,
proprietary knowledge, patents, and partnerships. Finally, there is the
financial category, which includes cash, credit, and stock.

08

CHANNELS

CHANNELS

A channel is a path through which a product or service travels
until it reaches its final intended consumer. This also explains
how payments from the end user to the first supplier are made.
Wholesalers, retailers, distributors, and even the internet can all
be considered channels.

Beam has a variety of channels. The main access to Beam is
their mobile application where it can be easily downloaded at
the App Store, both in iOS and Android. This makes it
consumer-friendly because everything you need to start off is
from the application itself.

There is no hassle or need to contact a direct worker for
consumers to start operating the scooters. Not only can it start
off your journey, any questions and related information can be
found in the application too, which is super convenient and
user-friendly.

09

COST STRUCTURE

BEAM
MALAYSIA

COST STRUCTURE

Cost structure, which represents all of the costs and
expenses incurred by Beam while operating their
business model. It is divided into two cost structures:
value-driven and cost-driven. Value-driven cost
structures are concerned with adding more value to the
product rather than producing it at the lowest possible
cost. A cost-driven cost structure, on the other hand,
focuses on minimizing the costs of the product or service
as much as possible.

Beam is more value-driven because the products they
produce have more value. As a result, the price is
considered quite high. Beam's most expensive cost is the
use of machinery and raw materials, as good machinery
is required to produce high-quality products.

10

REVENUE STREAMS

REVENUE STREAMS

Revenue is the amount of money brought into a company by its
various business activities such as product and service sales. A
Revenue Stream represents the money earned by a company
from each Customer Segment. Most businesses require at least
one significant revenue stream in order to obtain funds. Pricing
mechanisms for each revenue stream may include fixed list
prices, auctioning, bargaining, volume dependent, market
dependent, or yield management. A business model can
generate transactional revenues from one-time customer
payments, such as sales, or recurring revenues, such as a
subscription.

For volume-selling, Beam charges a fixed price for the products
they sell. They do, however, have a promotion strategy, such as a
Birthday Promotion in which you can get a free 1-day token to use
the Beam scooter. Or any other type of special discount for any
traditional holiday. Customers can put in the code when they are
in the Beam application.

THANK YOU!