Business Model for Urban Road Transport: Challenges and Lessons Learned

Abstract

Objective: The study aims to analyze the organizational and governance structure of a startup in the transport sector, with the aim of highlighting the results obtained during its operation and identifying the main dilemmas faced by entrepreneurs in their decision to advance or demobilize the business.   Theoretical Framework: In this topic, the main concepts and theories that portray the structure of urban transport in Brazil and the business models in this field are presented, providing a solid basis for understanding the context of the investigation.   Method: The methodology adopted for this research comprises bibliographical research, with data collection carried out through autoethnographic research, based on the researcher's experience report regarding the creation and development of a startup.   Results and Discussion: The results revealed an innovative business model, anchored in the concept of reverse reading, a startup with solutions to reduce the impact of acquisition costs for companies, seeking to mitigate disparities in the sector with the benefit of economies of scale. The approach used provided an in-depth perspective on the challenges faced by entrepreneurs, offering an inspiring map for future entrepreneurs in the sector.   Research Implications: By documenting the startup's trajectory, the study provides practical insights into the adoption of business strategies, highlighting the importance of adaptability in management in volatile business environments.   Originality/Value: This study offers a critical analysis of the life cycle of a startup, highlighting the crucial aspects of business management and innovation.