Scootistic DC
Abstract
This project explores the feasibility of an integrated umbrella subscription service for e-bike sharing platforms in Washington, D.C., encompassing providers like Capital Bikeshare, Lime, and Veo. The service aims to enhance user convenience, streamline pricing, and provide e-bike manufacturers with valuable insights into consumer preferences and usage trends.
The survey design will examine key product attributes, such as vehicle type options (scooters only, bikes only, or both), ride duration limits (30, 60, or 180 minutes), and extended ride fees ($1, $5, or $10 per additional minute). Critical research questions include understanding consumer preferences across bike-sharing services, identifying optimal pricing schemes for user retention, and assessing potential partnerships with existing D.C. e-bike platforms.
Results include coefficient estimates for each attribute, visualized with 95% confidence intervals to highlight the impact of ride characteristics on user choice. Power analysis indicates that a sample size of 450-500 is optimal for reliable coefficient estimation, particularly for the “vehicle_typeBoth” variable, which shows higher variability at smaller sample sizes.
Introduction
With the growing popularity of e-bike and scooter-sharing services in urban areas, cities like Washington, D.C., are becoming hubs for micromobility options that promise convenience and environmental benefits. However, navigating the diverse offerings of various e-bike providers, such as Capital Bikeshare, Lime, and Veo, can be a challenge for frequent commuters. In response to this, our project explores the feasibility of an integrated umbrella subscription service designed to simplify the user experience while providing flexibility and cost-effective options.
This project seeks to enhance the convenience of e-bike usage in Washington, D.C., by offering a unified subscription model that covers multiple providers. The proposed service will streamline pricing structures and enable e-bike manufacturers to gain valuable insights into consumer preferences and usage patterns. Our analysis leverages a comprehensive survey design to investigate the key attributes influencing ride-sharing decisions, such as vehicle type preferences (bikes, scooters, or both), ride duration limits, and fees for extended rides.
We aim to address critical research questions, including consumer preferences for vehicle types, optimal pricing strategies for user retention, and the potential for strategic partnerships with existing micromobility platforms. Using multinomial logit (MNL) models and the logitr package in R, we analyze factors driving ride-sharing choices and identify patterns that can inform the development of a robust subscription service. Through a detailed evaluation of user behaviors and preferences, this project will contribute valuable insights for designing an efficient and appealing solution for D.C. commuters.
Survey Design
Eligibility Requirements
The ideal respondents for this survey are DC commuters who frequently travel within or to the city, particularly those familiar with rental bikes and scooters. Our general target population includes all DC commuters, regardless of their mode of transportation—whether they use bikes, scooters, trains, cars, or buses. Eligibility will be determined by a simple yes/no question: “Do you commute within or to DC?”
Respondent Information Collected
We collected critical demographic information from respondents, including:
Age
Gender
Employment status
Household income
Level of education
Conjoint Choice Questions
Attributes and Levels:
Vehicle Type: Scooter only, Bike only, Both
Ride Duration Cap: 30 minutes, 60 minutes, 180 minutes
External Ride Fee: $1 per minute, $5 per minute, $10 per minute
Purpose of These Questions:
Price Sensitivity: To gauge how much users are willing to pay and to identify optimal pricing strategies that balance profitability and user satisfaction. Vehicle Preference: To determine which vehicle type is favored, aiding resource allocation and negotiations with service providers. Ride Duration: To understand preferred ride limits and assess the viability of tiered service offerings. Combination of Features: To discover the most appealing combinations of pricing, vehicle types, and ride durations for potential subscription plans. Strategic Rationale By varying these attributes across different scenarios, we aim to observe:
Price Sensitivity: Understanding the willingness to pay for specific services and how price impacts perceived value. Vehicle Preference: Identifying whether users favor specific vehicle types or prefer having access to both. Ride Duration Importance: Assessing preferences for shorter, cost-effective rides versus longer, pricier options. Combination of Attributes: Analyzing how various attribute combinations affect consumer choices, guiding the development of a financially viable and attractive service for DC commuters.
Data Analysis
Sample Description
The cleaned survey sample captured a total of 87 respondents and recorded 1566 choice responses. Summary statistics for key demographics are provided below.