In the contemporary society with rapidly developing urban environments the issues of environmental protection and affordable transport solutions have never been more acute. Modern urban areas are facing internal problems like air pollution, traffic jams, and up surging cost of transport. Introducing HumanForest – the UK based startup which revolutionized the urban exploration by combining sustainable, technological and accessible approaches to mobility.
The Birth of HumanForest
Established in 2019 by Agustín Guilisasti and Michael Stewart HumanForest aimed at making cities neater and cleaner by providing necessary technologies. From the management, Agustín Guilisasti has a wealth of knowledge derived from a CEO of a top Latin America renewable company and that of Michael Stewart in finance. They were dreaming of a mobility solution that would be optimised both in temporal and spatial terms while also being sustainable.
A New concept to personal Mobility
The case of HumanForest can be regarded promising in the context of the challenging micro-mobility market through attributing attention to the success factors of the business model and the importance of sustainability. RAC offers a range of electric bikes to share in its fleet which are booked and used through a mobile application. What sets them apart is their unique “freemium” model: free users are provided with 10 minutes of ride each day, so they can use app for short distances and save money.
The e-bikes are charged through renewable energy, which is a reason which parrots the company’s vision of creating the forest of humans by eradicating emissions. HumanForest being environmentally sensitive by engaging users to the use of e-bikes instead of conventional motor vehicles does minimize air pollution effects of climate change.
Sustainability adopted as the core of operations
For instance, HumanForest’s pledge to sustainability does not begin with its e-bikes that are powered by renewable energy sources. Since its establishment sustainability has become a cornerstone of the work done by the company in all its departments. Taking an example of the manufacturing process, HumanForest’s bikes are made from recycled materials and from any company or organization that they work with, mileage is given to making sure they have an environmentally friendly approach to anything they do.
The startup also keeps careful track of the environmental effect it has Minimum environmental impact is achieved. For example, it monitors the quantity of carbon dioxide (CO2) emissions prevented by clients who use its services and reports these findings to customers, which promotes our users’ environmental consciousness.
Enhancing Urban Connectivity
HumanForest’s e-bikes are placed at different strategically located points within the city to help Working class, students and tourists in their mobility in the city. The bikes come with connectivity features such as GPS tracking, security features like theft alarm and the bikes provide ease of ride through easily navigated interface.
In this way, HumanForest fits and covers the gap between various kinds of transport in cities – it is cheap yet environment-friendly. And whether it be the first or last mile, our e-bikes complement rather than compete with public transportation and help to popularize multimodal transport.
That can be explained by learning the peculiarities of building a community of the green riders.
The fourth of HumanForest’s main goals is to build a sustainable community of riders. To incentivize walking, running, and cycling with a HumanForest bike, users will gain TreeCoins for every kilometer covered, according to the company’s gamification elements in their app. It is perhaps for this reason that the TreeCoins that can be accumulated through riding can lead to discounts and such to encourage the usage of bicycles as well as ensure that the end goal is sustainable.
Furthermore, the startup collaborates with other companies and firms, as well as other social institutions to form a system of environmentally friendly business processes. These collaborations not only expand the ability of these firms in terms of environmental influence but also increase the firms’ bond with the society.
Challenges and the Road Ahead
One of HumanForest’s goals is to create a community of sustainable riders. Some of the appraisal elements integrated in their app include the earning of “TreeCoins” for every Kilometer ridden in a HumanForest bike. These TreeCoins can be used to unlock further discounts and incentives, helping users and ensuring they are encouraging the use of trees whilst also being eco-friendly.
Further, the startup works with local companies and initiatives in creating a system of environmental projects. But such partnerships do not only enhance the organization’s influence in the environment but also improve relations with the community.
The founds – description of their process
HumanForest has been launched in 2019 by two like-minded people – Agustín Guilisasti and Michael Stewart. The CEO for instance Agustín Guilisasti came with a lot of experience and knowledge from a highly placed Latin American renewable energy company. During the period he served he led in projects that helped reduce green house emissions in many industries. On the other hand, Michael Stewart proved himself an accomplished financial professional with practical experience in the investment industry testing his ability to create massive projects, define ways to combine profit-making and solving social issues.
The inspiration behind the formation of HumanForest was geared towards achieving green living that was optimized within the cities. Realizing that the demand for efficient and environmental friendly vehicles in cities has greatly shifted the two partners saw it rightful to join forces on this. From the outset, their mission was clear: to develop a mobility solution that should be effective in solving mobility challenges which are caused by traffic congestion in the urban setting world over while at the same time making a positive impact to the environment.
However the road they took to the life they have wasn’t easy. The decision to fund was barely sustainable in the competitive configuration of micro-mobility industry forcing them to explain how their solution was unique and would in fact solve existing problems. And they get tired and continue to look for investors who would embrace the culture and values of sustainability. Today, their leadership remains to steer HumanForest into new horizons and to contribute to its success.
Mobile Applications and Innovative Products for Micro-Mobility
HumanForest can be considered as unique in the competitive area of micro-mobility, due to its sustainable business model. It provides a number of electric bikes for sharing service in the city of the fleet hires a smartphone application. What sets them apart is their unique “freemium” model: users are allowed free use of the bikes for up to 10 minutes every day making it cheap means for short distance transport.
Here is how HumanForest has differentiation strategy compared to competitors:
It is at the crossroads of these four dimensions on which HumanForest builds its three strategic pillars of differentiation, namely a new business model, sustainability, and user orientation. Here’s a closer look at how it sets itself apart:
Freemium Model: HumanForest differs from some other micro-mobility providers which charge per ride or provide access to their scooters under a monthly subscription, for example for £5 per day with 10% discunt on shared trips, but HumanForest applies a free trial model every day where a user is allowed to ride for 10 minutes for free. This allows everyone who might otherwise afford regular micro-mobility options to use the service offered by the company.
Ad-Supported Revenue: We have chosen advertising as a revenue stream to provide free rides to users while helping advertisers reach thousands of environmental-conscious cyclists. This approach enables the service alleviate demands on user fees and generate other sort of income reducing the service’s financial vulnerability.
Environmental Focus: Other competitors compact on the increase in operational sizes, but HumanForest targets the reduction in the size of its carbon foot. Their bikes are carbon neutral, and about it, the firm calculates and reports environmental footprint to the users. The reason it does is because it helps build the credibility and it enhances the understanding of ‘we are all in this for the same’.
Community Engagement: The elements of gamification on this application, like earning credits referred to as TreeCoins for the distance walked contribute towards the formulation of sustainable behavior. Thus, the company fosters community relations and contributes to other sustainable practices within the premises of cooperation with various enterprises.
Operational Efficiency: Having analyzed the traffic density of certain zones, HumanForest effectively places bikes in those places where they are needed most. This not only increases customer satisfaction, but also cuts operational costs, which only strengthens their capacities in sustainability.
Challenges and the Road Ahead
Nevertheless, HumanForest like every other organization faces challenges even though it has achieved many goals.. Some operational challenges that are inherent to the micro-mobility market include; regulation and legal frameworks, competition and operations scalability. However, more about this all, HumanForest has continuously changed its model and is focused on sustainability more than anyone else in the sector.
For the future, the company’s goal is to continue to open new centres in other cities, to make the vision of a cleaner, greener world a reality. As it continues to develop technology and form strategic alliances, HumanForest wants to be the leader in sustainable mobility worldwide.
HumanForest: Introducing the New Generation of First and Last Mile Transportation: Sustainable E-Bikes
HumanForest, which operates under the name Forest today, is a micromobility company based in London and it has been making great progress in the e-bike rental segment. The company was launched in the year 2020 by Agustin Guilisasti together with Caroline Seton and Michael Stewart and has since grown its operations as well as received significant funding.
Rebranding and Expansion
It was in August 2023 that the company decided on rebranding with the new name ‘Forest,’ flexibility and distinctiveness of which would help customers easily distinguish the company. This strategic move was made at the same time when Forest completed the £12 million Series A funding round which let the company double the operational area in London, increase the number of e-bikes, and reach the 100% increase in the number of e-bike riders.
Easy % Financial Development and Invest
The Careon platform for green urban mobility has secured considerable investment from Forest. In November 2023, the company thus completed a Series A extension round raising £5 million to take the total amount the company has raised in series A funding to £17 million. And this funding round involved investment from venture capital firms and from Triodos Bank UK, Güil Mobility Ventures, Fen Ventures and some of the executive officers of Cabify. The capital is to be invested in technology areas such as the advertisement technology system of Forest and parking compliance system.
Sustaining Operations and Other impacts on the Communities
Forest with the journey starting in early 2021 has successfully done over 2 million rides hence cutting CO2 emission in London by more than 250 tones. The company has a zero-emission policy using only green energy certified for the bikes and service vehicles. For instance, Forest is proud to be among the approximately 200 micro-mobility firms internationally that have been awarded B Corp certification.
TECH.EUFuture Outlook
They have built a strong user following of over half a million users and they work with twelve London boroughs to use licenses to achieve their growth. In the next year, the company is going to expand its services to Europe and continues to bring cost-effective and environmentally friendly mobility services to more people.
Forest has already taken an unconventional approach to transportation within city limits, it is financially sound and environmentally conscious, making it the key player in the micromobility market. Over the years, it has expanded and as a result, the company continues to progress in ensuring that it helps deliver healthier and sustainable Urban Communities.
Conclusion
HumanForest shows that innovation and sustainability should go hand in hand to address many of the critical urban issues. Thus, this is not only a startup that changes the approach to city transport but also contributes to transforming the community’s global consciousness.
With increasing urbanization and environmental degradation, the concept of, and the need for HumanForest’s envisioned “human forest” that is created with each ride cannot be denied. By the efforts they are making now, they are indicatiing that the notion of sustainable mobility is not only an option but an imperative for developing urban landscapes of the future.
