Freedom car, the initial model proposed by group 3, was a share car service, available for one-way trips, and targetting young people ranging from 22 to 35 year old in the five main cities in the United Kingdom (W 2013).

The starting point for the business model was that these people were badly deserved by trains and buses, both of which where not practical, nor accomodating, and that taxis were too expensive. We had acknowledged the fact that some car hire companies did already exist but we had also considered them as being too small and, more importantly, not available for one way trips.

However, further research has led me to believe that such analysis of the competitive environment will soon be inaccurate. In fact, with the purchase of Zipcar by Avis Budget Groupe in January 2013 and the recent acquisition of Streetcar by Hertz Global Sharing (Kay 2013), two wealthy and large car hire companies can now be considered as existing on the same segment as our Freedom car and as being likely to soon propose one way rentals at attractive prices.