Creating Genius Magazine Winter Issue - Page 21

With a round of funding made successful by Tony Hsieh and various small angel contributions, SHIFT is taking its business model focused on ride sharing to eliminate the need for people to own vehicles. Customers of the service are matched up with a bike or vehicle from a pool of shared rides that caters to their enduring need for immediacy. After specifying your destination, SHIFT matches you with the best mode of transportation, and before you know it, you’re swiftly on your way. Unlike Uber, SHIFT will own every part of the process. This means vehicles, bikes, and charging stations are all theirs. SHIFT headquarters located in downtown Las Vegas, is home to the largest electric charging station in the US, and they’ve already put in the orders for 100 Tesla vehicles to serve as part of its starting fleet. Other vehicles being considered for use are the economical Chevy Volt and the Mercedes-Benz Smart Car. The ultimate aim is to have people ditch their cars and current public transportation habits in lieu of walking five minutes to a SHIFT bike or vehicle holding area. As Patrick Olson puts it, "Cities tend to be disconnected, and getting to hubs at the urban core efficiently is expensive.” Waving down a taxi or waiting for a bus is hardly anyone's idea of a good time. Not only that, it costs a pretty penny to live in the core of the city, which causes people to pay for housing just outside said core where the penny doesn't have to be as pretty. This makes for a real pain getting to the center of the city where all the action is. "Our goal is to patch the hole between the outskirts of the city and the core by simplifying the process of getting there," adds Ware. The point is that traveling in a big city can be a hassle, and there’s little innovation in the industry to improve it,