The enterprise has location in Geneva and its operations are carried out within the city. It targets cyclers within the city either for pleasure or/and exercise. Rent-a-Bike is preferred by customers because of the cheaper prices as well easy to use rules.
Rent-a-Bike faces few risks. For example, it is not clear in the business plan how the business intents to protect the bicycles from people with bad intention like theft or those that want to use the bikes to commit crimes. The entrepreneur needs to put that in mind and come with a creative way of mitigation