The current electric scooter (e-scooter hereon) market is regarded as a ‘blue ocean,’ reflecting its growth potential and capacity to attract numerous startup companies. This paper scrutinizes successful strategies across various business dimensions and synthesizes a comprehensive guide for both professionals and novices in the field. The evolution of the e-scooter market has been rapid. While the business originated in the early 1900s, it predominantly served privately owned scooters until the mid-2010s. In 2017, Bird and Lime pioneered the shared e-scooter service, spurring market growth through three primary factors: convenience and accessibility, cost-effectiveness, and environmental sustainability. As the market expanded, individual purchases of private scooters also increased. Nonetheless, policy constraints, such as fleet size caps and geographic limitations, hindered further growth, leading to Bird’s market exit.

A critical examination of Bird’s trajectory reveals essential marketing strategies. Initially successful, Bird ultimately faced bankruptcy due to its failure to establish a unique brand identity. This paper recommends six strategic approaches: diversification of mobility options, enhancement of brand trust and reliability, optimization of promotional strategies, digital marketing, traditional marketing, and effective branding. Additionally, further research into consumer segmentation and sustainable marketing practices is suggested.

From a design standpoint, minimalism emerges as the most effective strategy. Rooted in the Bauhaus design philosophy, contemporary minimal and modern design principles are advocated for a wide array of businesses. The Unagi case study illustrates success through innovative minimalist design. Future designs should also emphasize durability and long-term relevance.

By reviewing past successful instances of e-scooter enterprises, this study identifies the integration of appropriate marketing strategies and minimalist design as pivotal. Directed by the insights of this paper, industry experts should find actionable guidance, while non-experts will gain a clearer understanding of the market dynamics.