From Vision to Execution in a Fragmented Market
The urban mobility sector in Europe is evolving rapidly, driven by regulatory pressure, sustainability objectives, and changing consumer behavior. In this context, a technology-enabled services startup, referred to here as Project Orion, set out to modernize last-mile logistics for urban professionals.
The concept was compelling. The execution path was not yet clear.
The challenge
Project Orion had identified a strong opportunity at the intersection of mobility, services, and technology. The company had validated demand through early traction and pilot partnerships, but faced several structural challenges:
A fragmented market with heterogeneous customer expectations
Difficulty prioritizing between multiple potential use cases
An unclear operational model for scaling beyond the initial city
Growing discussions with investors, without a coherent capital strategy
The founding team was ambitious and fast-moving, but the business lacked a unifying framework to move from experimentation to scale.
Our intervention
Genki International was engaged under an advisory mandate internally referred to as Project Vector.
The objective was to bring structure, focus, and execution discipline to a fast-growing but still unstable operating model.
1. Clarifying strategic focus and value proposition
Through Project Compass, we worked with the founders to:
Narrow the value proposition to the most defensible customer segment
Define a clear positioning versus incumbents and adjacent platforms
Align product features with operational realities on the ground
This strategic refocus allowed the company to stop pursuing parallel initiatives and concentrate resources where impact and scalability were highest.
2. Structuring operations for scale
Under Project Framework, we supported the leadership team in designing:
A scalable operating model across multiple cities
Clear roles, responsibilities, and performance indicators
Unit economics that reflected real operating constraints
This phase marked a shift from opportunistic growth to disciplined expansion.
3. Preparing the company for institutional growth
Finally, through Project Lighthouse, we helped Project Orion:
Build a coherent growth narrative for investors
Structure its financial projections and funding needs
Prepare management for institutional investor discussions
The advisory work focused as much on internal alignment as on external storytelling.
Key outcomes
Within twelve months, Project Orion reached several decisive milestones:
Expansion into multiple European cities with a standardized operating model
Improved unit economics and clearer profitability trajectory
Successful completion of its first significant fundraising round
Strengthened governance and management cadence
The company emerged with a clearer identity, a more resilient structure, and a credible path to scale.
