Abstract
The mission of BikeMe is to establish a healthy, environmental friendly alternative to the existing public transportation system in central London, United Kingdom. The company is formed by five business students from the European Business School and is not officially registered since it is still in the floating stage. The main activity of the company was to transform the business opportunity into a sound business idea through market research and development of a business plan. The main competencies of the founders' lies within their multicultural background (Japan, France and Denmark) and their ability to think and access new opportunities in a creative approach. In summary, BikeMe offers a unique way of advertising in the local society but with a global orientation as the company can use the reference to its sponsorship of environmental friendly transportation facilities in its overall branding strategy.
