Expansion of service offering for startup company electrifying Africa: Made in Kenya, for Africa
(2025) MIOM05 20251Department of Mechanical Engineering Sciences
Production Management
- Abstract
- Whilst the global transport sector undergoes its seventh revolution, driven by electrification, decarbonization and advancements in mobility services, Kenya stands at a pivotal moment in its transition toward sustainable urban development, facing challenges such as unreliable electricity, high costs, and limited infrastructure. With transport responsible for nearly a quarter of global emissions, sustainable mobility is essential, not just a technological shift. While electric passenger cars gain traction in developed regions, Kenya is seeing rapid growth in electric two-wheelers due to their affordability, durability, and suitability for local conditions, where distances are longer and infrastructure less developed. This shift supports... (More)
- Whilst the global transport sector undergoes its seventh revolution, driven by electrification, decarbonization and advancements in mobility services, Kenya stands at a pivotal moment in its transition toward sustainable urban development, facing challenges such as unreliable electricity, high costs, and limited infrastructure. With transport responsible for nearly a quarter of global emissions, sustainable mobility is essential, not just a technological shift. While electric passenger cars gain traction in developed regions, Kenya is seeing rapid growth in electric two-wheelers due to their affordability, durability, and suitability for local conditions, where distances are longer and infrastructure less developed. This shift supports Kenya’s Vision 2030 goals of industrialization, improved infrastructure, and energy resilience. Within this context, companies like Roam, a Swedish-Kenyan electric motorcycle firm, play a crucial role by integrating renewable energy-powered charging stations, aligning with national efforts to reduce emissions and foster sustainable development.
The purpose of this thesis is to describe and analyze how an electric two- wheeler company can expand its service offering to address pressing mobility challenges and promote the adoption of sustainable transportation solutions in Kenya. This study employs a qualitative single-case design with an abductive research approach, combining exploratory and problem-solving elements to generate both understanding and actionable findings. The case company, Roam, was selected through defined criteria to ensure relevance, and the research process was deliberately iterative. Moreover, data collection included literature review, secondary company sources, and semi-structured interviews with stakeholders across strategic and operational roles.
Through using several established frameworks in tandem, a comprehensive understanding of Roam as a company was achieved, with an emphasis on their service offerings. Due to the nature of the frameworks, gaps could be identified and insights for further analysis were derived. In light of this, the key findings of this thesis highlight the importance of strengthening customer channels, ensuring effective partnerships, and leveraging the company’s service offering to differentiate itself in a homogenous market.
Furthermore, this thesis contributes to the academia as well as industry application, particularly for emerging startup companies in East Africa. (Less) - Popular Abstract
- Whilst the global transport sector undergoes its seventh revolution, driven by electrification, decarbonization and advancements in mobility services, Kenya stands at a pivotal moment in its transition toward sustainable urban development, facing challenges such as unreliable electricity, high costs, and limited infrastructure. With transport responsible for nearly a quarter of global emissions, sustainable mobility is essential, not just a technological shift. While electric passenger cars gain traction in developed regions, Kenya is seeing rapid growth in electric two-wheelers due to their affordability, durability, and suitability for local conditions, where distances are longer and infrastructure less developed. This shift supports... (More)
- Whilst the global transport sector undergoes its seventh revolution, driven by electrification, decarbonization and advancements in mobility services, Kenya stands at a pivotal moment in its transition toward sustainable urban development, facing challenges such as unreliable electricity, high costs, and limited infrastructure. With transport responsible for nearly a quarter of global emissions, sustainable mobility is essential, not just a technological shift. While electric passenger cars gain traction in developed regions, Kenya is seeing rapid growth in electric two-wheelers due to their affordability, durability, and suitability for local conditions, where distances are longer and infrastructure less developed. This shift supports Kenya’s Vision 2030 goals of industrialization, improved infrastructure, and energy resilience. Within this context, companies like Roam, a Swedish-Kenyan electric motorcycle firm, play a crucial role by integrating renewable energy-powered charging stations, aligning with national efforts to reduce emissions and foster sustainable development. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9190958
- author
- Sundestrand, Emil LU and Forssén, Matilda LU
- supervisor
- organization
- course
- MIOM05 20251
- year
- 2025
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Electric two wheeler, Africa, Kenya, emerging market, startups, transport decarbonization, service system
- other publication id
- 25/5304
- language
- English
- id
- 9190958
- date added to LUP
- 2025-06-17 16:34:15
- date last changed
- 2025-06-17 16:34:15
@misc{9190958,
abstract = {{Whilst the global transport sector undergoes its seventh revolution, driven by electrification, decarbonization and advancements in mobility services, Kenya stands at a pivotal moment in its transition toward sustainable urban development, facing challenges such as unreliable electricity, high costs, and limited infrastructure. With transport responsible for nearly a quarter of global emissions, sustainable mobility is essential, not just a technological shift. While electric passenger cars gain traction in developed regions, Kenya is seeing rapid growth in electric two-wheelers due to their affordability, durability, and suitability for local conditions, where distances are longer and infrastructure less developed. This shift supports Kenya’s Vision 2030 goals of industrialization, improved infrastructure, and energy resilience. Within this context, companies like Roam, a Swedish-Kenyan electric motorcycle firm, play a crucial role by integrating renewable energy-powered charging stations, aligning with national efforts to reduce emissions and foster sustainable development.
The purpose of this thesis is to describe and analyze how an electric two- wheeler company can expand its service offering to address pressing mobility challenges and promote the adoption of sustainable transportation solutions in Kenya. This study employs a qualitative single-case design with an abductive research approach, combining exploratory and problem-solving elements to generate both understanding and actionable findings. The case company, Roam, was selected through defined criteria to ensure relevance, and the research process was deliberately iterative. Moreover, data collection included literature review, secondary company sources, and semi-structured interviews with stakeholders across strategic and operational roles.
Through using several established frameworks in tandem, a comprehensive understanding of Roam as a company was achieved, with an emphasis on their service offerings. Due to the nature of the frameworks, gaps could be identified and insights for further analysis were derived. In light of this, the key findings of this thesis highlight the importance of strengthening customer channels, ensuring effective partnerships, and leveraging the company’s service offering to differentiate itself in a homogenous market.
Furthermore, this thesis contributes to the academia as well as industry application, particularly for emerging startup companies in East Africa.}},
author = {{Sundestrand, Emil and Forssén, Matilda}},
language = {{eng}},
note = {{Student Paper}},
title = {{Expansion of service offering for startup company electrifying Africa: Made in Kenya, for Africa}},
year = {{2025}},
}