City Bike Sharing Project Planning PDF [PDF]

Zitiervorschau

Reference Guide: City Bike Sharing Project Planning Prepared as Research Output under German Chancellor Fellowship Programm

Photo: Rohan Modi

Target Audience

Stakeholders Government Departments

Planning to promote Non-Motorised Transport

Local Authorities

Planning for Bike Sharing Infrastructure

Enterpreneurs

Planning to foray in Bike Sharing Business

Public Transport Authority

Regulating and Monitoring the City Mobility

Financiers

Financing Bike Sharing Projects

2

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Objective of The Guide

The objective of this presentation guide is to support city authorities to get an overview of the existing best practices in Planning & implementation of a Public Bike Sharing Project.

3

Rohan Shailesh Modi

22.05.2020

Agenda ❶ Bike Sharing Project (BSP) ❷ Success Factors & Risk ❸ Stakeholders & Planning ❹ Business Models

❺ Facilitations & Tender Particulars ❻ Service Benchmarks 7

Promotion Planning & Tools

8

Conclusion

4

German Chancellor Fellowship Programm

Photo: Rohan Modi

Rohan Shailesh Modi

22.05.2020

Bike Sharing Project (BSP) – Avoid Strategy BSP Dimensions

Activities to be Undertaken

Feasibility / Planning Study Integrated Land Use Planning Price Fixation

✓ Aim / Target ✓ Identify hotspots ✓ Type & No. of Bikes

Integration with ITS

✓ Business Model

Tendering / Contracting

✓ Digitisation Strategy ✓ Promotion Strategy 5

Develop Code of Practice

German Chancellor Fellowship Programm

Campaign / Promotion Rohan Shailesh Modi

22.05.2020

Benefits of Bike Sharing Projects (BSP) Direct Benefits

Indirect Benefits

Health Benefits

Health Benefits

Increases Advertising opportunities

Makes cycling more visible

Additional Clean Mobility Option

Encourages Cycling infrastructure Development

Congestion Free cities

Reduces GHG Emissions

Generates Employement

Improves image of city

Improves modal share of cycling

Improves enforcement of Saftey for NMT users

Manages / Improves Public Transport Demand Energy security Improves Last mile Connectivity

Increases productive hours of Citizens

Reduces citizens spending on Mobility

Saves public fund by reducing unnecessary infrastructure development e.g. bridges

Support cities to achieve Air Quality Standards

Source: 2020 CIVITAS 6

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Elements of Bike Sharing Projects (BSP)

Hardware

Software

Advertising 7

German Chancellor Fellowship Programm

Operation

Marketing Rohan Shailesh Modi

22.05.2020

Sub-Elements of BSP

✓ Bikes

✓ Website

✓ Staffing

✓ Bike Stands

✓ Stations

✓ Apps for consumers

✓ Inauguration scheme

✓ Bikes

✓ Payment systems

✓ Asset / System Maintenance

✓ Control Center ✓ Service vehicles

✓ Depot ✓ Maintenance equipments ✓ IT system components

✓ Asset monitoring system ✓ Intelligent Transport System (ITS)

✓ Power infra.

8

German Chancellor Fellowship Programm

✓ Redistribution ✓ Customer service ✓ Contracts management

✓ Public places ✓ Civic Centers

✓ Buses |Service Vehicles | Public ✓ Authority websites

✓ Interactive Website ✓ Customer information flyers ✓ City cycling maps

✓ Social media campaigns ✓ Blogs

✓ Insurance

Rohan Shailesh Modi

22.05.2020

Success Factors & Risks

Success Factors & Risks to BSP Station Location

Good Quality Bikes

10

Risks Factors

• High footfall areas • Density of stations • Integrate with other tranport modes

Financial Viability

Availability of Safe Cycling Infra

• Protected Cycle lanes • Signage for long routes • Zebra crossing

Easy to Use

• Easy registration processes • High avilability of bikes • Easy to understand App interface • Easy & secure payment gateways

• Resilient & Good looking • Technology oriented • Weather proof • Comfortable bikes for different age groups • Theft Proof

German Chancellor Fellowship Programm

City Topography

Safety

Planning Process

• Mixed funding sources • Thefts & Vandalism • Poor Marketing & Campaign

• Climate • Terrain

• No safe biking infra • Poor enforcement of safety rules • Compulsary helmet use may hinder

• Delays in construction • Size / Location of stations • Bikes purchase in line with city terrain

Rohan Shailesh Modi

22.05.2020

Success Dimensions of BSP Infrastructure • Station based public bike system

Digitisation & Facilitation • By operators

• Dense ntwk of stations with average

maintenance brakes, sturdy design, easy to ride, wide tyres, theft free features

• Provide designated parking areas • Clear signage and use instructions

11

•

• Legal steering structures with

•

App based services

Binding rules and regulations

•

Autolocking system

•

No-go or no-park zones

•

Real time information for consumers on bike locations, prices, T&C, data protection, etc

•

Maximum no. Of bikes of per station /operator

•

•

Real time station occupancy monitoring systems – GPRS

Maximum no. Of operators per city

•

•

Digital payments

Time limits- redistribution of bikes from overcrowded stations

•

By Municpality / Authority

Disposal of damaged rental bikes

•

•

Penalties

Loan facilitation for bike purchase

•

•

Integrating with ITS

Promotional schemes during inaguration

•

•

Operational subsidy for operators

Pricing structure to encourage short trips

•

Cycling maps

•

•

Campaigning

Allow operators to raise their revenue other than user fees

•

Improved cycling infrastructure

•

•

Facilitate partnerships with parking space manager, Universities, big employers, etc

Long term contracts at least for 3 years with appropriate conditions

•

Improved norms for safety for NMT users

distance of 300 mts

• Provide high quality bikes with low

Regulatory

Rohan Shailesh Modi

22.05.2020

Cycling Infrastructure along with Bike Sharing Schemes

Source: The Bike Sharing Guide: ITDP 12

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Stakeholders & Indicative Goals in Public BSP

Source: Roland Berger 13

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

BSP Project Stages

14

I-Planning Stage

II-Implementing

III-Monitoring

• Define goals of BPS • Gain Know How • Conduct Roundtable • Gather ideas • Develop a Concept • Conduct a Feasibility Study • Develop a Tender document

• Finalise the Tasks for task force • Finalise the Business Model • Finalise the Funding sources • Undertake Tendering Process • Award Contract to Operator

• Monitor the project • Steer the Demand • Explore new finance opportunities • Explore value addition • Integrate with ITS • Integrate with other transport infrastructure • Plan for Expansion

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Feasibility Study – Bike Sharing Infrastructure

Define Objective 1. Reduce air pollution 2. Improve mobility option 3. Improve last mile conn. 4. Meet modal split targets 5. Reduce pressure on overcrowded PT 6. Generate employement

Feasibility Study (FS) 1. Demand Analysis 2. Financial Viability Analysis

3. Risk analysis • • • • •

Weather Culture Political Infrastructure legal

FS Outputs 1. Organisation structure 2. Required investments 3. Revenue sources 4. Contracting model 5. Financing structure 6. Legal / Regulatory changes required

Source: The Bike Sharing Guide: ITDP 15

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Planning of Bike Sharing Systems

Planning points

Station Location Station Size

Manual or Automated

Station Type

Modular or Permanent Dock style Customers perspective

Digitisation

Operatiors perspective

Type and No. Of Bikes

Regulator‘s Perspective

Marketing 16

Bike Share Metrics

German Chancellor Fellowship Programm

System Metrics

Performance Metrics

• Coverage area • Number of stations /bikes / docks • Population in coverage area • Bikes / resident

• Average daily use / bike • Average daily trips per resident

Source: The Bike Sharing Guide: ITDP Rohan Shailesh Modi

22.05.2020

Business Models

Bike Sharing Models

Source: Roland Berger 18

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Cost & Revenue BSP Project

One time Registration Fees Direct Subsidies

Capital Cost:

Operational Cost:

✓ Station / Depot Infrastructure

✓ Administration

✓ Bikes ✓ Back office infrastructure ✓ Software ✓ Communications

19

German Chancellor Fellowship Programm

✓ Bike / Station / Depot Maintenance

User Fees

Revenue Congestion Charges

Advertising

✓ Redistribution ✓ Back office system Maintenace

Parking enforcement

Sponsorship

Rohan Shailesh Modi

22.05.2020

Traditional Business Models Publicly Owned & Operated Public Authority (PA)

Private Operator (PO)

Hardware

✓

Software

Publicly Owned & Privately Operated PA

PO

Hardware

✓

-

-

Software

✓

✓

-

Operation

Operation

✓

-

Advertising

✓

Marketing

✓

PA

PO

Hardware

-

✓

-

Software

-

✓

✓

✓

Operation

-

✓

Advertising

✓

✓

Advertising

-

✓

✓

Marketing

✓

✓

Marketing

-

✓

✓

Revenue for PA: Registration Fees| Flat fee per bike/per year| MMC

Revenue: Registration Fees|User Fee| Advertising| Sponsorship Advantages: • Single entitiy plans-procuresimplements • Easy transition from pilot to further expansion plans • Fast implemention of integrated IST & multi modal infrastructure • Public authority can priortize desired goals

Disadvantages: • City bears the whole financial risk • PA bears operation and efficiency risk 20

German Chancellor Fellowship Programm

Privately Owned & Operated

Revenue for PO: User Fee| Advertising| Sponsorship

Advantages: • PA has control over project planning • Performance linked payments and incentives can be implemented • Operation and efficiency risk aren‘t with PA • shorter contracts for a year could be made Disadvantages: • Increased administrative work tendering-neogtiation-contract preparation

PA provides: land | performance standards | land use permissions | Privilage Access to Advertisement places | Tax rebates Revenue for PO: Fixed Fee| Sponsorship| Advertising| MMC

Revenue for PA: %tage revenue share

Advantages: • No Capital expenditure by PA • BOT model may also be followed • Performance linked payments and incentives can be implemented Disadvantages: • PO operates in high revenue zones • BOT model: no incentive to innovate Rohan Shailesh Modi

22.05.2020

Franchise Model – New York

Performance based Service Level Agreement

5 year Exclusive Naming & Branding Rights

Receives Exclusive branding rights

5 year preferred payment partner contract with Citibank &logo on Stations 21

Alta Bicycle Share

41 mn $ – 5 year Sponsoship

New York‘ City Department

German Chancellor Fellowship Programm

Recieves payment‘s partner Contract

Citi Bank

6.5 mn $ – 5 year Sponsoship

Share revenue from user fees

MasterCard Rohan Shailesh Modi

22.05.2020

PPP Business Models Parking Management Companies – Public bike Operators

• • • • • •

Public Private Partnership (PPP) Models

•

Cities Administrations – Advertising Agencies (AA)

• • •

• •

Railways / Bus Fleet operators – Cities Administrations Source: T.aT. – Students Today, Citizens Tomorrow Project 22

German Chancellor Fellowship Programm

• • • • •

People parking the car gets a bike Parking revenue share with operator Vehicle owner Pays only parking fees Parking fees may vary with/without bike facility E.g. Vinci Park in France AA provides bikes free of charge to city at desired locations AA recieves prime adverstising locations as well as bike & stations Bike users pay deposit to bike operator & needs to registered Bike users pay nothing/very less for each ride E.g. JCDecaux in Paris, Clear Channel in Barcelona User registers with Operator on app User gets bikes in front of railway stations / bus stations / city locations User calls on the no. Printed on bike User recieves code on phone to unlock Option to keep bike on off hire – to secure bike for return journey User may or may not be charged depending on agreement with city E.g. Call a bike, DB in Germany Rohan Shailesh Modi

22.05.2020

Business Models

Source: 2020 CIVITAS 23

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Strenghts and Weakness of Different Operators Type of Operator

Strengths

Weakness

Government

• Co-ordinated implementation with other govt departments • Easy Access to Funding • Maintains legislative control of assets to make project successful

• Lack of Experience • Low Operational Efficiency • Poor /Low know how on available latest technology

Public Transport • Holds prior experience in mobility services Authority • Facilitates speedier integration with other public mobility options • Faciliates with operational financing • Speedier co-ordinated implementation with various departments • Integrated land use planning • Easy access to capital | Sponshorship For Profit

• • • •

Not for Profit

• Prioritizes the increased use of Bike share Systems

24

High operational Efficiency Proactive Easy access to Sponsorship Technology know-how

German Chancellor Fellowship Programm

• Less or no co-ordination with private mobility providers • Poor Digitisation capacities • Low Operational Efficiency • Poor /Low know how on available latest technology

• • • •

Limited Ability to push for policy changes Preference to operate in high revenue zones May find difficult to access funding Poor / low Preference to integrate with PT

• Frequent financial constraints • Poor business focus • Hard to recieve continuous Funding Rohan Shailesh Modi

22.05.2020

Elements of Business Plan

Staffing

Costs

Financing

Hardware Assets

Software

Marketing

Integration with Public Transport

Space

Source: Optimising Bike Sharing in European Cities, OBIS Handbook 25

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Business Plan Sub-Elements Staffing • Planning & Implementation: BSP Experts| Finance & Legal Experts| Marketing Experts| Urban Planners| Architects • Operation: Mechanics for workshop| Drivers for Redistribution| Customer Care Representations

Financing • Capital Requirment

• Operational Subsidy Requirement

Space

Cost • Captial Expenditure: Station planning|ground work and cabling|docking points & technology | setting up operations |workshop | Logistics | Communication | Administration |bikes • Operational Expenditure: Bike Redistribution| Station / Bike Maintenance|Back-end system| Administration| Replacements

Marketing & Communication • Writing marketing Concept| design adv|Webiste design & management| Event Managment| Media Engagement

Assets • Hardware: Bikes| Stations | Docking points| Redistribution trucks| Repair Tools| Spare Tools | Bikes • Software: • Back End – Station Monitoring |Redistribution Planning|Defect Management |Billing |Customer Data Magement • Front EndRegistration|Rental|Payment | Customer Data Management

Integration with PT • Integrating information systems| tariff systems| Signing in PT stations | Common payment cards

For Stations| Workshops| Back End office

Source: Optimising Bike Sharing in European Cities, OBIS Handbook 26

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

PRICING

Pricing Options Casual User Charge

Penalties

Single Trip Price

Monthly Pass

Bike returned incorrect at location

A day pass

Half yearly / yearly pass

Bike returned without locking

3 / 2 day Pass

Weekly Pass / Daily pass

Returning Damaged bikes

Other Fees

28

Regular/Registered User Charge

Special Plans

Perks

Registration Charge

Student Plans

Regular Good Users

Bike Reservation Charge

Employer Plans / MMC

Loyalty Perks

Senior Citizens

Referral

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Pricing Principles Cheaper than Taxi/Car Sharing/ Intermediate Public Transport Ride for short distances

Ensures Modal share of Public Transport

Different Price for Different consumers (Students, residential, tourists, corporates, etc)

Pricing in partnership with Public Transport Companies

Less Expensive than owning a car / Two wheeler

In Proportion to services/Facility required by commuters with different paying capabilities

Proportionate to Environment Targets

29

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Next Bike Pricing Plans – German Cities Basic Rate Baisc Rules

Annual Rate

Monthly Rate

Daily Pass

Service Fees

Additional Fees

minimum contractu al period is 12 months

first 30 minutes of every rental are free of charge. Minimum Contractual period 1 month

first 30 minutes of every rental are free of charge

20 € for bike not be returned to an official station + plus 2 € for each km the bike is remote from the flex zone.

service fee of 1.89 € will be added to the final cost for returndebit transactions.

-

Other Cities

1 €- 30 mins; 9 € 24h

48 €

10€

Deezer Next Bike Berlin

1€ - 30 mins; 1,50 € - add 30 mins; 15€ for 24h

50 €

✗

Bonn

1 € - 30 mins; 8 € for 24h

10€

The right to charge a higher fee in individual 3€- 24h; cases in which the 15€ - 7 days; 1€ actual expense every -additional incurred is higher. 30 mins, max 12€ per day per nextbike will charge 20 rental € bike not be locked correctly. -

Lahr

1,50 € - 30 mins; 16 € for 24h

10€

-

VRN Next Bike

1 € - 15 mins; 12 € for 24h; billing in 15-mins-interval

10€

-

60 €

General Rule: All the plans have a daily free cycling minutes. 30

German Chancellor Fellowship Programm

40 € per for lock not present upon return.

Norderstedt the reservation deposit for cargobikes and e-cargobikes is 2€ for 30 minutes reservation period KVV.nextbike the reservation deposit is 2€ for 60 minutes reservation period. Sprottenflotte Kiel the reservation deposit is 5€ for 15 minutes reservation period.

Source: https://www.nextbike.de/en/pricelist Rohan Shailesh Modi

22.05.2020

Coast Bike Share Pricing Plans

Source: http://coastbikeshare.com/pricing/ 31

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

City Bike Pricing Plan – New York

Source: https://www.citibikenyc.com/pricing 32

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Facilitations & Tender Particulars

Facilitations By Public Authority

Provide Prime Advertisment Locations

34

Facilitate for Project Loans

Provide with city wide Mobility Plans

Allow Branding of bikes and Stations

Facilitate for PPP partnerships

Waiver of Operator‘s Property Tax

Financial support for Promotional Schemes

Develop Good cycling infrastructure

Develop Code of Practices / Penalty / Safety Norms

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Tendering & Industry Involvement Aim of Tendering Process

Industry Involvement shall be Ensured for Finalising Project Performance Monitoring Mechanism

• Develop a customer centric solution by coordinating with PTA*, PTC** and Bikes Operator • Developing Solutions with an aim to improve Ambient air quality

Campaign & Promotion Strategy

KPIs

Facilitations required

Payment Mechanism

• Provision of bikes which suits Target groups in terms of Comfort & Technology • Provision of comprehensive data & facilitations to ensure participation of motivated Operators • Contracting an operator for long term at least 3 years with a scope of Contract extension

Concession Agreement

*PTA: Public Transport Authority **PTC: Public Transport Company 35

Rohan Shailesh Modi

22.05.2020

Points for tendering

Source: Optimising Bike Sharing in European Cities, OBIS Handbook 36

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Technology

Technology Options

Source: European Cyclists‘ Federation 38

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Technology Options

Source: European Cyclists‘ Federation 39

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

New York City: ‚City Bike‘ Features

Source: http://www.nycbikemaps.com/citi-bike/ 40

Rohan Shailesh Modi

22.05.2020

Hamburg City: Stadtrad Bikes

• Adjustable seat height (150 cm – 200cm) • 7 speed gear • Luggage weight up to 15 kg

• Adjustable seat • Electric Cargo bikes: Top Speed 22 km/h • Cargo weight up to 60 kg (45kg front & 15kg back)

User Manual Source: https://stadtrad.hamburg.de/en/bikes 41

Rohan Shailesh Modi

22.05.2020

NextBike Germany: Locking and Docking Products

Source: NextBike 42

Rohan Shailesh Modi

22.05.2020

Next Bike Germany

Source: NextBike 43

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Return

Rent

Register

Köln City: Bike Register – Rent – Return Process

Source: kvb-rad 44

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Service Benchmarks

Service Level Benchmarks Customer service

Redistributi on Indicators

SLB Dimensions

IT System Indicators

Maintenan ce Indicators

Source: The Bike Sharing Guide: ITDP 46

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Indicative Service Benchmarks

Source: The Bike Sharing Guide: ITDP 47

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Promotion

Promotion / Campaign Implementation

Planning Finalise Campaign objective, Target Locality & Target Group

Finalise a Strategy

Finalise Communication channels / tools and Material

Implementation Spread awareness on campaign & encourage stakeholders to participate

Undertake survey : Baseline parameters of target group

Finalise a Tracking /Monitoring tool for Campaign

Expand

Test the selected tools

Evaluate the outcomes of Campaign

Introduce tools & start campaign

Identify the participants other than target groups

Monitor –Evaluate & Improvise the campaign activities

Expand the campaign

Source: 2020 CIVITAS 49

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Few Promotion Tools Biklio (Cycle2Shop – C2S) – The app detects if customers travel to (local) businesses by bicycle. If they do, they receive a reward for doing so. Users can see on a map which businesses are participating in Biklio and the incentives they offer.

Traffic Snake Game (TSG) – The campaign encourages primary school children to travel more sustainably to school, for instance walking, cycling, or with public transport. Each day they do so, the children put a sticker on a snake banner. TRACE adapted the already existing campaign to integrate a tracking element. Positive Drive (PD) – This app utilises gamification and gives users direct feedback. Based on “doing and rewarding the right transport choice”, participants receive rewards if they show the “right behaviour”, e.g. using a bike instead of a car. These can then be shared through social media. PD uses only positive nudges.

Source: 2020 CIVITAS 50

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Conclusion • Bike Sharing Solutions should be rolled out with a healthy partnership between authorities and Operators.

• Authorities should drive the bike sharing projects with appropriate Regulatory measures to avoid large no. of bikes on city roads.

• Bike Safety Norms and safe cycling infrastructure are a necessity for well functioning Bike Sharing Project.

• Bike Sharing Project should encourage targeted citizen groups with dedicated promotion & a comprehensive pricing / Tax strategy.

• Different cities shall develop their own solutions considering the local demography, regulations and challenges.

51

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020

Thank You Rohan Shailesh Modi, German Chancellor Fellow 2019 - 20 [email protected]; [email protected]

Im Weiher 10 69121 Heidelberg Telefon +49 (0)6 221. 47 67 - 97 Telefax +49 (0)6 221. 47 67 - 19 www.ifeu.de

Good Reads

53

German Chancellor Fellowship Programm

Rohan Shailesh Modi

22.05.2020