On April 30th, 2021, Mikko Ampuja was the featured guest at the Customer Value Club, discussing the journey of a startup and creating customer value with a strong foundation of values.
Mikko Ampuja is the CEO and founder of Vapaus. Vapaus is in the midst of a strong growth sprint in the corporate mobility sector. The company’s goal is to become a global leader in sustainable Corporate Mobility. Vapaus is committed to promoting the well-being of the planet and people in all its activities. Sustainable mobility solutions are our way of creating a better environment for our children, Mikko explains. A strong set of values has guided decision-making at Vapaus from the very beginning.
Values Reflected in the Business Model
We have two goals when it comes to the lifecycle of bikes. We want bike usage to be affordable because we know that it lowers the threshold for adopting corporate bikes. We also want the bikes to be used extensively after they have been redeemed, Mikko explains and continues: A low redemption price would conflict with both of our goals, as it would mean higher operating costs during the contract period and cheaply redeemed bikes ending up in bike storage unused, gathering dust.
Mikko explains the impact of Vapaus’ business model and values on financing negotiations and finding the right financing partner. We also pondered how we could encourage corporate bike users to cycle more. For example, we could reward cycling kilometers with Vapaus currency. With Vapaus currency, a corporate bike user could purchase usage time or kilometers for an electric car, for instance.
Company Purpose Guides Choices
A strong set of values comes with a price. Values and strategy are tested when committing to them would mean giving up short-term or long-term cash flow. We were in the process of negotiating a significant agreement with a company, but we were also asked to include internal combustion engine cars in the deal. We had a serious discussion about what entering into such an agreement would mean for Vapaus’ future. If we compromised our core values and purpose now, what would be their significance in the future? Mikko questions.
Politely, Vapaus declined. The company lost a potential customer, but it maintained its values. A strong set of values also has a silver lining. Values and the company’s purpose help focus efforts, concentrate on the right customer segments, and recruit people who share a common purpose and vision for the future.
Even in Speed, Focus is on the Customer
The mobility market is undergoing rapid changes. It’s impossible to draw an exact market picture and assess where competitors are headed. True competitive advantage comes from directing the focus toward the customer, Mikko sums up. We must concentrate on the problem and engage in continuous, genuine dialogue with our customers.
We must be ready to listen and learn. A typical problem for startups is the desire to build their own idea without knowing the customer. I, too, have often made the mistake of falling in love with my own idea, Mikko admits. The most important thing is to immediately step into the customer’s world and get to know the customer and their problem.
