Strategic Thinking

MBA. Ricardo A. Ojeda Arias

raojeda@universidadean.edu.co
 THE SPAGHETTI AND MARSHMALLOW CHALLENGE

• The objective is to build the tallest self-freestanding structure: The winning

team is the one that has the tallest structure measured from the tables
surface to the top of the marshmallow. The structure cannot be suspended
from the top by any mean.
• The entire marshmallow needs to be on top of the structure. Cutting or
eating part of the marshmallow will disqualify the team
• Use as much or as little of the material. No other material or implements are
allowed.Teams are free to break up the spaghetti, string and tape and can us
the scissors to cut the string
• All teams will have 15 minutes to complete the challenge. Teams are not
allowed to hold on to their structures when the time runs out.
Bogotá, the city with the worst vehicular traffic
worldwide
What is the problem
with mobility in
Bogotá?
 URBAN NEW REHAB. AND
M AINT.
GROWTH INFRACTURCTURE
A C OF CURRENT
B
INFR.

PEOPLE'S
BEHAVIOR
2 TRANSPORT INFRASTRUCTURE
DEM AND >
SUPPLY

A A

BOG´S POOR
> NUM . OF
B 1 TRAFFIC
MOBILI 3 PUBLIC B QUALITY
VEHICLES CONGESTION TRANSPORT

TY
ROAD
INCIDENTS
SOTA FIN.
SUSTAINABILITY
C ( 68 / day) C
4 TRANSPORT EXTERNALITIES

> 560 < LIFE ENVIRONMENTAL

DEATHS/YR QUALITY
A B C
 Thinking a strategy
for Bogotás mobility
 FOCUSED ON ENVIRONMENTALLY
USER SUSTAINABLE
NEEDS

INCLUSIVE,
EFFICIENT,
AFFORDABL
SAFER AND
E
SECURE

USES FLEXIBLE TO
CURRENT INFRA FUTURE CHANGES
CTUCTURE
MaaS
 What is MaaS

“Mobility as a Service is a user-centric, intelligent mobility management and distribution system, in which an integrator brings
together offerings of multiple mobility service providers, and provides end-users access to them through a digital interface,
allowing them to seamlessly plan and pay for mobility.”- UCL - MaaSLab
 Market THE FUTURE OF Advance
Data
dinamism MOBILITY Sharing
and and
Public policy trust
regulation
Access to high-quality and accurate data to
aimed to an open ecosystem
that promotes fair competition
MaaS ensure fair
standardised
competition. Existence
data sets and protocols.
of

Mobility as a
and innovation and the Endorsement of “Open by default” and
systematic reform of the “Interoperability by design” approaches. Data
mobility sector
reciprocity and incentives for data exchange.
Service
Accessibility Strategy Sustainable
and for BOG. Mobility
affordability UNITED NATIONS'
Freedom
increase
of mobility
and SDG MaaS wil contribute
objectives, such
to reach public
as Inclusivity,
bringing accessibility by Affordability, Less emissions. Less
transportationdifferent modes
of
11. Sustainable pollution, Less
accidents.
congestion
• Less
 MaaS TIME LINE
Step by step, day by day, stone by stone, brick by
brick

MOTIVATIONAL IMPLEMENTATION
BLOCKS
2022 2024 2028

2023 2025
PLANNING, DEVELOP IT NEXT LEVEL,
PUBLIC POLICY INFRASTRUCTURE INTEGRATION OF
AND REGULATION NEW MODES
Final Insights...

• Comprehensive Planning: Like in the game, where teams consider stability

and design of the tower, MaaS requires comprehensive planning to integrate
diverse transport modes into a cohesive network.

• Interconnected Elements: Just as teams connect spaghetti and

marshmallows for stability, MaaS aims to interconnect transport options like
buses, bicycles, car-sharing, etc., providing a comprehensive solution.

• Collaboration and Strategy: Implementing MaaS requires teamwork and

collaboration to build the foundations of system, just like teams did on the
challege.