Winter poses significant challenges for micromobility operators, with cold weather and harsh conditions leading to reduced ridership and increased maintenance needs. However, strategic adjustments can help operators maintain and even boost revenue during these months. The shift in weather shouldn’t be a deterrent but rather an opportunity to implement innovative strategies to keep revenues flowing smoothly. This article explores various effective strategies for micromobility operators to navigate the winter season successfully, ensuring they can sustain their operations and possibly see growth in revenue during colder periods.
Focus on Local Residents
During the winter, the primary target audience for micromobility operators should shift from tourists to local residents. While tourists are less inclined to use micromobility services during the colder months, locals still need reliable transportation for their daily commutes. Offering bi-weekly, monthly, or seasonal commuter passes can cater to the price sensitivity of local residents. These longer-term subscriptions are vital because they can capture a significant portion of subscription revenue during the winter, potentially accounting for up to 50% of the total subscription income for the season.
Understanding the usage patterns of locals is also crucial for successful winter operations. Unlike tourists who often start their journeys in city centers, locals typically begin in residential areas. Therefore, fleet distribution should be adjusted to position more vehicles in suburban areas to meet this demand. Locals generally take longer trips on average — about 35% longer than those of visitors — proving the necessity of having a larger presence in these areas. By strategically positioning the fleet where it is most needed, operators can ensure that their services remain accessible and efficient for those who rely on them the most.
Capitalize on Events
Despite the cold weather, various events such as industry conferences, sporting events, and music festivals continue to draw significant crowds during the winter months. These events present a unique opportunity for micromobility operators to boost revenues effectively. For example, Voi demonstrated the potential of such strategies through a partnership with the West Midlands Fire Service during the UKRO Festival of Rescue. By offering free e-scooter rides to firefighters and discounted passes to spectators, Voi not only promoted sustainable transportation but also successfully increased trip sales during the event.
However, operators must exercise caution not to oversupply vehicles at events, as this can result in lower utilization rates due to an excess of idle vehicles. Research from Anadue indicates that while utilization near events may slightly decrease, overall utilization outside the event zones can increase by 10-15%. This highlights the importance of effective fleet rebalancing—relocating vehicles from overcrowded event centers to outer zones. Such adjustments help maximize utilization and ensure the fleet is used as efficiently as possible during these events.
Adjust Fleet Composition
Winter conditions necessitate a careful reevaluation of fleet composition to ensure safety and efficiency. For many operators, it may be practical to leave bicycles and e-bikes on the streets while storing many e-scooters. Bicycles handle icy conditions and dark evenings better than e-scooters, which can reduce the cost of repairs caused by adverse weather conditions. Surveys indicate that riders feel safer on bicycles and e-bikes due to their larger wheels, shorter stopping distances, and better lighting. These features all contribute to increased safety during the winter months, making these vehicles more favorable options for riders.
In addition to optimizing the types of vehicles on the streets, operators can employ dynamic pricing to adjust the cost of each vehicle based on predicted future demand. Dynamic pricing strategies help operators align pricing with anticipated usage patterns, optimizing revenue from the fleet. By analyzing demand data and adjusting prices accordingly, operators can ensure that their fleet remains attractive and accessible to riders, even when conditions are less than ideal. This approach not only boosts revenue but also helps maintain rider satisfaction and safety during the winter months.
Make Strategic Operational Adjustments
Winter presents an ideal opportunity for micromobility operators to make strategic operational adjustments that can benefit their business in the long run. For instance, the off-season is an optimal time for conducting major repairs and long-term maintenance tasks that take several days to complete. These tasks would otherwise hinder quick turn-around repairs during peak seasons. Addressing these maintenance needs during the winter ensures that the fleet is in top condition when the weather improves, reducing the likelihood of service disruptions and costly repairs during the busier months.
Recruiting and training new staff during the winter can also be a strategic move for operators. Training programs can offer additional value to employees, potentially aiding staff retention. Veteran staff members, on the other hand, may find the responsibility of training new recruits fulfilling, which could boost morale and enhance team cohesion. By investing in staff development during the slower months, operators can build a well-prepared and knowledgeable team that is ready to perform at full capacity when the demand increases in the spring. These strategic adjustments help ensure a seamless transition into the busier seasons, maintaining high operational efficiency.
Consider Migration
Winter presents numerous challenges for micromobility operators, with cold temperatures and harsh weather conditions leading to decreased ridership and heightened maintenance demands. However, by making strategic adjustments, operators can sustain and even enhance revenue during these months. The onset of winter shouldn’t be viewed solely as an obstacle but as a chance to implement innovative strategies to ensure continuous revenue streams. This article delves into a variety of effective tactics that micromobility operators can employ to successfully navigate the winter season. By focusing on these strategies, operators can not only maintain their operations during the colder months but also potentially experience revenue growth. This proactive approach allows for the continuation of services and opens doors for new opportunities in wintertime conditions, demonstrating that adaptability and strategic planning are crucial for thriving even during challenging seasons.