What is the Playbook? Interview of the Makers, Sandra, Ashley and Colienne

movmi playbook interview

Alexa Suter interviewed Sandra Phillips (CEO and Founder), Ashley Cho (Business Analyst and Project Manager) and Colienne Regout (Business Analyst) who created movmi’s, first-ever, Playbook. Alexa interviewed the team to understand what movmi’s Playbook is and how it can be useful for aspiring carshare and bikeshare operators, in addition to the current ones.

movmi playbook

I hear you and your team have worked really hard the past 6 months to update something called the Playbook. Can you tell me what the Playbook is and why did it get created?

SP: Most definitely. In the past years and through our daily work, we realized that the daily operation of a shared mobility service was facing similar issues no matter where in the world, the size of the initiative or the type of vehicles or members. In particular, the Playbook was inspired by recognizing a need for young, aspiring startups or organizations serving less affluent communities: they came to us because they wanted to know how to kickstart their operations but couldn’t afford our consulting services. They were eager and full of energy to get started and just needed a framework to catalyze the project. When we identified this need, we researched to see if there was a solution already out on the market but could not find any. Thus, we decided to create movmi’s Playbook which can be described as a “Do-It-Yourself-How-To-Guide” on starting your carsharing, bikesharing or scooter share operation.

So the Playbook is only for startups who can’t afford your premium consulting services?

AC: I wouldn’t say that. The Playbook is also useful for standardizing processes, especially for Member Services (including call center) and guiding the Fleet team. movmi equips clients with our Playbook so that when the project is complete, the client has a knowledge resource that they can take with them and refer to. It’s a great resource for ramping up new members faster and getting your team members on the same page because movmi’s Playbook provides consistent high quality information.

That makes sense, but why do you want to share so much?

SP: One of movmi’s core values is to create sustainable mobility options that support liveable cities  (as discussed in my TED speech). It’s exciting to see that there are a lot of initiatives in this space these days and we want to support them in some shape or form. But sometimes we are constrained by time and can’t take all the clients we want, and with the Playbook our advice can be passed on more efficiently.

That’s a great company vision to have. What would you say is the primary benefit for the client?

AC: To put it bluntly, the playbook saves you time. We estimate that using it will save you 400 hours of time instead of starting from scratch and figuring it out all by yourself. We included the same world class processes and procedures that bigger, well-established carsharing organizations use. Depending on the package, our team will walk you through the most important chapters in an 8 hour workshop. Having said that, there is still a lot of work that the client will need to do because each organization normally needs to customize the processes for their “flavour” of carsharing. But you will at least have a great resource to hit the ground running.

How is the Playbook distributed? Is it a physical copy that you mail out or is there an online version?

CR: The Playbook is an online intranet manual that has various types of content such as videos, flowcharts, whitepapers, infographics and more. You can navigate easily through the movmi’s Playbook in your role, the situation or the tool you need.

There are 3 main chapters in movmi’s Playbook, right? What does the first one, the General Business Management, contain? Is that about how to launch or set up the HR and financial department?

CR: HR and financial components are more linked to the individual setup and are different from company to company, so no, they are not part of this chapter. movmi’s Playbook is a day-to-day operational manual, so the General Business Management chapter will help your General Manager to identify the critical partnerships, which metrics to focus on, and what to do if a crisis happens.

Could you elaborate more on the crisis management section?. Isn’t something you have to wing it with common sense?

SP: [laugh] You can’t imagine the kind of situations carsharing companies face! There are many stories that would be worthy of an action movie.

On a more serious note, it’s imperative that your Manager and your team know what to do when something serious happens. No one wants a crisis to happen but it’s not a matter of ‘if’ but ‘when’. We’ve highlighted situations you should be prepared for and the framework you should use to approach it.

movmi Playbook shared mobility

Do you have an anecdote to illustrate what you are saying?

SP: The first one who comes to my mind is that members find all kind of unexpected items left by the previous user. For example, I remember that day: the fleet team found a gun in the trunk and, instead of following established procedures, they moved it into the service car… not the best idea, to say the least.

If you have to pick the most valuable section of movmi’s Playbook, what will be?

CR: All the sections under Team Management are practical and important. But if I have to pick one, it will be the Member Services because of its expansive amount of flowcharts. Furthermore, a call center will generally ask you to provide this information and the more you provide, the better the service is that your members receive when they call in. Each task is inspired by the objectives of the team and has performance indicators in order to improve the service quality.

Final question, how much does the Playbook cost?

AC: We offer the Playbook with 3 different pricing packages as described on our Playbook webpage. Our sample pack is designed to give people a taste of the Playbook so that they can see if it’s a good fit. Our functional pack is centered around the Member Services and Fleet team operations and also includes 3 hours of hands-on training from movmi. Then of course the final package is the entire Playbook and 8 hours of training with movmi.

Thank you, I think that with all these explanations, our readers will have a good picture of movmi’s Playbook.

SP: Yes, we certainly think so. But if not: we’re happy to setup a quick call and give a short demo of the product.  For those who want to get in touch with us, you can reach us here.

Related Reading


No MaaS. No Multimodality.

Previously, movmi looked at transportation plans from 20 municipalities across Europe and North America and found how MaaS can be designed and tailored to suit the needs of small and big municipalities. In an effort to make access to alternative mobility modes as easy, are MaaS platforms able to strike a balance between mobility service providers (MSPs) and end users? While changing behaviour cannot be achieved without a truly user-centric seamless approach, are business interests of MSPs being considered enough?

In this article we explain how MaaS:

1. Creates a reliable, seamless multimodal user experience.

2. Improves visibility for MSPs in a sea of options available to users.

3. Ultimately increases alternatives for the users and create a rewarding ecosystem for existing and new MSPs to offer the best of their services towards a multimodal future.

Read More »
electric carsharing whitepaper

Electric Carsharing Whitepaper, 2021

The EV industry is maturing at a fast rate to improve vehicle and charging technology. Conservative and overly restrictive policies only prove to hinder innovation. Policies that easily adapt to and foster innovation can help bridge the operational gaps that can ultimately make the mass transition to EVs more feasible. In this whitepaper, we take a deep dive into electric carsharing: user experience, electric vehicles policies, operational feasibility and charging infrastructure. We also analyse EV policies from 9 different cities and scan the top carsharing favoring cities worldwide to understand what has helped and what other factors need to be considered in order to truly electrify carsharing.

Read More »

Partner Spotlight: Interview with João Félix, Founder and CEO of Mobiag

This month, movmi’s Venkatesh Gopal chats with João Félix, Founder and CEO at Mobiag – a shared mobility technology pioneer powering free-floating, round-trip and station-based car-sharing, car rental, and scooter-sharing businesses around the globe. Their tools – the latest hardware for numerous vehicle models, customizable mobile apps for iOS and Android, and open SAAS with dynamic third party integrations – are robust and flexible, empowering businesses to implement their innovative business and operational models.

Read More »

Financial Fridays: Bringing Carsharing to Properties

For the fifth session of our Financial Fridays series this year, movmi is joined by Thomas Martin, Director of Business Development at SWTCH, Judith Häberli, Co-Founder and CEO at Urban Connect AG and Galina Russell, Senior Vice President at REEF. In this webinar, the panel discusses bringing carshare (especially EVs) to your property.

Read More »
5 climate change success stories

5 Climate Change Success Stories

Change does not usually happen overnight, especially within the transportation sector. Our vision of a sustainable transportation eco-system, significantly reducing GHG emissions and effectively turning the tide on climate change, just isn’t progressing as fast as we would like and this can be disheartening.

However, we have seen climate change success stories over the last few years, that have given us hope and the encouragement to continue working to reduce GHG emissions and to fight climate change.

Read More »

E-Learning Course “Shared Mobility 101”  AVAILABLE NOW!