Business mobility for SMEs in The Netherlands
Exploring needs, challenges, and opportunities for a scalable proposition
T.M. Noordzij (TU Delft - Industrial Design Engineering)
S. Hiemstra-van Mastrigt – Mentor (TU Delft - Industrial Design Engineering)
S. Bakker-Wu – Graduation committee member (TU Delft - Industrial Design Engineering)
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Abstract
This thesis explores how a business mobility provider can develop a scalable and relevant proposition for small and medium-sized enterprises (SMEs) in the Netherlands. Conducted at The Client—part of a larger investment holding aiming to reach one million business users by 2029—the project investigates whether and under what conditions it is desirable to enter the SME market.
Previous attempts to reach this market, such as a self-service funnel, various collaborations with distribution partners, and a proposition around a simple registration app, failed to gain traction. These efforts were hindered by factors such as overly complex products, unclear ownership, and limited internal follow-up. The main lessons: simplicity, focus, and clear boundaries are essential for scalability.
Through a combination of desk research, internal interviews, and nine SME interviews, this study explored the context, needs, and behaviour of SMEs. Most SMEs do not view mobility as a strategic priority; they prioritise continuity, simplicity, and cost control over innovation. Key barriers include administrative burden, uncertainty around regulations, and employee resistance to change. Desired gains are central insight, convenience, and trustworthy, personal service.
Market analysis shows that competitors mainly target corporates or offer limited self-service options. The Client’s product stands out for flexibility and integration capabilities, but these qualities make it too complex and resource-intensive for smaller customers.
Two concept directions were developed:
1) SME Standard – a simplified, standardised package for larger SMEs (100–250 employees) with public transport potential. 2)
All-in-One Mobility Card – a flexible travel and payment card for smaller businesses.
Evaluation using the Desirability–Viability–Feasibility (DVF) framework showed that the SME Standard offers the best balance between market fit and scalability, especially with a pay-per-use pricing structure that shortens the expected break-even time.
The research concludes that the SME market offers large potential but limited readiness under current conditions. A selective, phased approach is advised: start with the upper SME segment, maintain strict
simplicity, and ensure internal alignment before expanding further.
Despite limitations in sample size and time, the study provides a grounded basis for decision-making and helps The Client move toward a clear, evidence-based SME strategy.