Академический Документы
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| Historical Marks
BIKE SHARING
• Bike Sharing started in 1965 (in Amsterdam), were the bicycles were left unblocked in the
town so they can be used. However, a great number of theft and vandalism was verified
• After four generations and many improvements of Bike Sharing, this is considered a trend
of the future. Until 2013, was estimated that more than 535 projects were implemented
across the globe (representing more than 510 thousand bikes)
• As can be seen in the graph on the right, Europe is the continent which represents more
Bike Sharing programmes developed, followed by “Asia and Pacific”, “North America”,
“Latina America” and “Middle East”
Estritamente Privado e Confidencial 3
| Miralago Strategy
SWOT Analysis
• Immaterial assets and industrial heritage • Lack of strategic vision from the previous
acquired along 60 years of activitie management (which was replaced in Products/Markets Matrix
• Highly qualified Human Resources in its 2015)
functions and with great experience in • The fitness products resale has no Products
the sector control over the production process
• Wide range of technical competences, • Insufficient human resources in R&D Existent New
such as: cutting, punching, tapping, • Physical and resource dispersion
Market Access Development
Existent
milling, turning, among others between ÓRBITA and MIRALAGO
Markets
• Capability to provide customized • Unfavorable working cycle with Bicycles of Products
products, tailored to the needs of significant requirements for ramp-up
customers performance Pieces and Pieces and
• Bet on R&D • Need to make some Portugal 2020 components components
approved investments
Strengths
Weakness Market Diversification
New
Development
Opportunities Health Care and
• Horizon 2020 funding program Threats Smart Mobility Fitness
• The growth of Smart Mobility, which • Raw materials prices oscillation
have a great demand by population and • Entrance of new players with industrial
government entities skills
• Chance to implement the program in • Grow of urban mobility alternative
Lisbon and to replicate it in other Capital products, such as: Segway, Overboard
cities of Europe • Concurrence of major international
• Good relationship with “JC Decaux” – bicycle companies
which have similar projects going on • Lack of Bank support to private
since the Paris implementation companies
10.000.000 6,3% 0% 60 60 60 60 60 60
products (Turnover)
11.685.000
8.960.000
5.000.000 -10%
Profitability indicators 2017 (e) 2018 (p) 2019 (p) 2020 (p) 2021 (p) 2022 (p)
0 -20% EBITDA/ Equity 10.40% 25.72% 49.52% 49.46% 43.41% 36.74%
2017 (e) 2018 (p) 2019 (p) 2020 (p) 2021 (p) 2022 (p) EBITDA/ Sales and services
6.29% 12.82% 21.99% 25.19% 27.32% 27.91%
Turnover EBITDA/Turnover rendered
Third Quartile Sector Median EBITDA/ Assets 3.85% 9.97% 21.51% 26.22% 26.99% 25.55%
Economic Indicators 2017 (e) 2018 (p) 2019 (p) 2020 (p) 2021 (p) 2022 (p)
Total Gross Margin (Turnover without maintenance) 4,251,060 5,237,000 8,103,500 10,568,950 12,539,393 14,171,816
Total Gross Margin % (Turnover without maintenance) 47.4% 44.8% 44.2% 43.6% 44.1% 44.1%
Bicycles segment margin 40.0% 50.0% 50.0% 50.0% 50.0% 50.0%
Bike Sharing segment margin (sales equipment) 48.4% 50.0% 50.0% 50.0% 50.0% 50.0%
Components segment margin 60.0% 60.0% 60.0% 60.0% 60.0% 60.0%
Other segments margin 70.0% 70.0% 70.0% 70.0% 70.0% 70.0%
Maintenance fee margin 24.5% 20.3% 24.8% 26.6% 26.9% 27.2%
Supply and Servives / Turnover 14.3% 9.6% 7.7% 6.9% 6.5% 6.3%
Personal Expenses / Turnover 26.8% 21.6% 14.5% 11.5% 10.3% 9.5%
EBITDA / Turnover 6.3% 12.8% 22.0% 25.2% 27.3% 27.9%
Operational Result / Turnover -1.2% 6.5% 17.5% 23.2% 25.6% 26.6%
Results Before Taxes / Turnover -3.8% 4.5% 16.3% 22.5% 25.1% 26.2%
Financial Costs / Turnover 2.6% 2.1% 1.2% 0.8% 0.5% 0.4%
Interest Coverage (Rácio EBITDA/Net Financial Costs) 2.4x 6.2x 18.4x 32.7x 50.1x 73.3x
Net Result / Turnover -3.0% 3.5% 12.6% 17.4% 19.5% 20.3%