Bibi Jorissen is on a mission to transform urban mobility in Europe. As the co-founder and CEO of UMOB, the first Dutch Mobility-as-a-Service (MaaS) platform integrating multiple electric mobility operators, her journey offers a masterclass in entrepreneurship, resilience, and innovation. In this article, we delve into Bibi’s story, uncover the opportunities in the MaaS industry, and explore her insights on fundraising, scaling, and leading as a young female entrepreneur. Learn how innovative strategies, a strong team, and a clear vision turn challenges into opportunities.

Finding the Why: The Road to Sustainable Mobility

Bibi’s passion for mobility took root over a decade ago during her internship at General Motors, where she led the introduction of a secondhand car program in the Netherlands. “It was a different way of thinking,” she recalls. “The focus had always been on selling new cars, but I saw potential in changing consumer behavior.”

Her next role at GreenWheels, the Netherlands’ leading car-sharing platform, further cemented her interest in sustainable mobility. Tasked with fleet expansion and working alongside 100 municipalities, Bibi realized shared mobility’s potential to reduce urban congestion and pollution.

Bibi Jorissen highlights the enormous potential of shared mobility, a market projected to reach $1 trillion by 2030 with a 30% annual growth rate. Despite this, shared services account for just 0.1% of daily trips, revealing a massive gap for innovation. As urban congestion and environmental concerns rise, demand for sustainable alternatives grows. Startups like UMOB have a unique opportunity to disrupt traditional transport by addressing consumer pain points, such as fragmented apps and limited access. The challenge lies in driving adoption and scaling solutions to capture this largely untapped market.

From Idea to Execution: Building UMOB

In 2021, Bibi and Raymond Powels, co-founder of Go Sharing, launched UMOB. Their vision was ambitious: to unify the fragmented shared mobility ecosystem under a single, user-friendly platform.

“People have 10 to 20 different mobility apps on their phones. It’s a mess,” Bibi notes. UMOB simplifies this by integrating diverse services—bikes, scooters, cars, and public transport—into one seamless app. “We focus on density and reliability. The goal is to provide quick, sustainable, and hassle-free access to mobility options.”

The challenge was immense. Integrating multiple operators with different systems required technical expertise and trust-building. “You can’t do this without industry knowledge,” she emphasizes. “Our team’s deep experience helped us gain operator buy-in and navigate the complexities.”

Scaling Up: The Power of Teamwork and Focus

A strong founding team has been central to UMOB’s success. “You bet on the team,” Bibi says. “Investors don’t invest in an app—they invest in the people behind it.”

This ethos guided her recruitment strategy. UMOB’s team includes seasoned experts from mobility giants like GreenWheels and La Paya. “Their insights have been invaluable in scaling operations and navigating regulatory hurdles.”

Focus has also been critical. “In a startup, distractions are everywhere,” Bibi admits. “But I always bring the team back to our core mission: redefining urban mobility. That discipline has been key to our growth.”

Cracking the Fundraising Code

Fundraising is often a daunting process for startups, but Bibi’s strategy has turned it into a strength. Since 2021, UMOB has raised over €8 million from prominent investors. Her secret? Preparation and network-building.

“Investors ask tough questions. You need to know every detail about your business—finance, marketing, operations,” she explains. “It’s challenging, but it’s also where you learn the most.”

Bibi also underscores the importance of a strong network. “Your network is your net worth,” she says. “I built mine over a decade, attending events, connecting on LinkedIn, and always being proactive. That’s how you meet the right people at the right time.”

Breaking Barriers as a Female Founder

Being a young female entrepreneur in a male-dominated industry has its challenges, but Bibi views her gender as an advantage. “It’s unique. It makes people take notice,” she says. “I’ve used that visibility to inspire others, especially women, to pursue leadership roles.”

Her advice for navigating gender bias? Focus on character and respect. “Be humble, proactive, and always deliver results. People respect that, regardless of gender.”

Lessons for Aspiring Entrepreneurs

1. Think Big: “Don’t limit yourself to small ambitions. Start with a vision for global impact and work backward from there.”
   
2. Prioritize Team: “Hire experts who share your vision. Their experience and dedication can make or break your startup.”
   
3. Stay Focused: “It’s easy to get distracted in a startup environment. Keep your eye on the bigger picture and ensure every action aligns with your core goals.”
   
4. Leverage Your Network: “Build relationships early. Attend events, connect on LinkedIn, and always be open to learning from others.”
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5. Embrace Challenges: “Every challenge is an opportunity in disguise. View obstacles as stepping stones to growth.”

The Road Ahead

Looking to the future, Bibi envisions UMOB expanding beyond Europe. “First Europe, then the world,” she declares. “The potential for shared mobility is limitless, and we’re just getting started.”

Her journey is a testament to the power of vision, resilience, and teamwork. As she puts it, “You never walk alone. Success comes from collaboration, support, and believing in the impossible.”

Conclusion

Bibi Jorissen’s story is a beacon for entrepreneurs navigating the complexities of startup life. Her insights on leadership, scaling, and perseverance offer invaluable lessons for anyone looking to make their mark in the business world.

So, whether you’re launching your first venture or scaling to new heights, remember Bibi’s advice: “Think big, stay focused, and always keep moving forward.”