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HOOP optimize the occupation of cars connecting passengers and drivers so they can share their car within the city on recurring journeys



We are a startup that promote carpooling in cities through a mobile application, allowing to the citizens to save costs, improve the comfort of their journeys. Car seats are empty 90% of the time with an average occupancy rate of 1,3 people per car. We want increase this occupancy rate

GHG emissions from urban mobility in Spain is up to 35.1 million tons of CO2, (10% of total) of which 87% correspond to the car journeys of people. Six large metropolitan areas of Spain (Madrid, Barcelona, Valencia, Seville, Malaga and Bilbao) accumulate 44% of the GHG emissions of the total of those associated with urban mobility in Spain

Our aim it’s implement a solution to achieve a higher reduction of recurrent trips in own vehicles, increasing the occupancy rate of cars and then reduce significantly CO2 impact, traffic and noise pollution. This measure reduces the number of cars in circulation, reducing traffic jams, the negative effects of noise and emissions.

We are a mobility solution that offers a greater scope than the other existing options (carsharing, motosharing...). This type of alternatives depend on the autonomy of the cars that the fleet has, only being able to provide service in the center of the city as well as increasing the number of cars in the cities. We are especially attractive for people traveling from the outskirts of the city to the city or vice versa. For this type of travel there is practically no other option than to go in your own car or go by public transport (multiplying by two or more the time of the journey)

We want to work with those responsible for urban and regional planning, providing them all the information we can gather with our activity: main recurring routes at specific times, urban mobility according to age segments and geographic locations, areas with few mobility options. The objective of working with urban and regional planners is to be able to help them manage traffic in real time and offer citizens low emission and sustainable mobility

Is this proposal for a practice or a project?


What actions do you propose?

  1. Conduct the pilot test with a company with more than 200 employees.
  2. Analyze results and implement necessary changes in the APP. Analyze impact on the environment
  3. Perform pilot test in business areas
  4. Analyze results, check / validate and implement necessary changes in the APP. Analyze impact on the environment
  5. Make an environmental impact report
  6. Go to the main business areas of Madrid.
  7. Conduct a pilot test at university
  8. Analyze results, check / validate and implement necessary changes in the APP.
  9. Go to the main university of Madrid.
  10. Make an environmental impact report
  11. Go to the main cities of Spain: Madrid, Barcelona, Sevilla, Bilbao, Valencia, Malaga
  12. Go to the main university of Spain. 
  13. Make an environmental impact report

Who will take these actions?

Companies: We believe that big corporations should start the movement of shared-economy and take real care of their employees quality of life. That is the reason why we describe ourselves as a new Human Resource's solution that companies can use to increase their employee's pride of belonging, while they are being sustainable towards the environment.

We have focused mainly on journeys to work and instead of having to pass on the cost of transport to the employee, we have looked for a different approach. We sell an alternative of mobility in which those employees (drivers) who share their car with other co-workers, are financially rewarded by the company, so that the rest of employees (passengers) can go for free.

This alternative is cheaper than other mobility alternatives for companies (bus fleet or transport pass), allows to reduce up to 75% of emissions due to mobility and gives its employees many benefits: reduced travel time , reduced parking time, improved relationship between coworkers ...

The company may pay the driver in kind or through rewards integrated with the human resources policies already implemented by the companies: restaurant checks, free washes, etc. If the drivers find them attractive those rewards would be integrated into the company's reward model and they would choose between charging € 0.19 / km (standard collection model) or a HR reward (having a requirement of x travel to be able to access them). to them depending on the market price of the reward) or a combination of both.

This reward model with human resources policies is totally flexible for each company, being able to set goals to reduce a stipulated amount of emissions and reward employees with trips / team buildings to achieve the objectives set. We adapt to the needs and HR policies of each company.



Universities: Around 50% of the CO2 emissions in the daily transport to the universities is caused by the great influx of cars. The students make their journeys to the university daily, this makes the universities into great meeting points among a large number of people.

We intend to follow the same dynamic as the business approach: rewards adapted to the needs of users. The university students are an target with little purchasing power but with a lot of time, we intend to give them the opportunity to offer other types of rewards to the drivers apart from the payment per kilometer more adapted to their characteristics: Language classes, help for homeworks, private lessons ...

Where will these actions be taken?

This project could be implemented practically everywhere. But our aim is to start in Madrid, wich is one of the main cities who have seen a big evolution in sustainable mobility in the last years. 


As we have previously commented, we seek to provide services to companies in the main business parks of Madrid, after that we will seek the main business parks in the principales cities of Spain.



In addition, specify the country or countries where these actions will be taken.


Country 2

No country selected

Country 3

No country selected

Country 4

No country selected

Country 5

No country selected


What impact will these actions have on greenhouse gas emissions and/or adapting to climate change?

In cities such as Paris, it has been calculated that a vehicle used in a ride-sharing regime is capable of replacing between three and seven private vehicles, and of releasing between two and six parking spaces (Louvet, 2015).

Lyft Line say that 90% percent of trips in San Francisco can be shared between users if they are willing to wait five minutes for them to match supply and demand.

A displacement can start in car-pooling mode, combining it with other people they need to make tours that can be overlapping in a coordinated way to configure a common route, but continue throughout the day combining the resource with other options, from traditional public transport to the versatility of requesting a taxi service just raising your hand from a sidewalk. In some cities, around 70% of the users who use emerging services use multimodal models, in which the trip in the vehicle is preceded or continued by another means of transport: between a 20% and 30% of the cases on foot, and between 29% and 47% in public transport (Louvet, 2015). As the applications that facilitate this multimodal planning obtain a traction greater use in different cities, this type of approach are susceptible to experience strong increases (Hepler, 2015). Since most of these services represent a net improvement in terms of efficiency with with respect to conventional models (Heikkilä, 2015, European Commission, 2015), the The final result in some of the cities in which studies have been carried out shows that it tends to increase not only the sustainability of the city, but also the consciousness collective and education around it.

We attach a link of a calculator made by Martin Herraiz. Calculate what a person sharing a car can save (in emissions and Co2).

What are other key benefits?

-We are scalable: We can implement our solution anywhere, we only need the application for drivers and passengers to get in touch.

- We have our own travel optimization algorithms in which we seek to gather the largest number of passengers with drivers who can share a journey with them.

- We can save up to 75% of emissions to a company with more than 200 employees that uses our solution

- We allow citizens to save money against other transport alternatives: cheaper for the passenger and allows drivers to save costs (more than 1000€/year)

- We adjust to the 2030 sustainable development goals

-The proposal has a direct impact on a city's CO2 emissions. And the proposal help fulfill the country’s national climate goals if the service is implemented in the main cities


What are the proposal’s projected costs?

These would be the costs for the next 3 years

Salaries: € 216,900

Trade shows: € 11,310

App improvements: € 50,000

Post Blog: € 1,865

Promotion Content: € 6,480

Interviews / Meetings: € 35,680

Media Company: € 24,000



About the author(s)

Paloma Martín Benito: COO. Degree in Marketing and Commercial Management. He has a Master in Business Intelligence. Currently, Key Account Manager at Signify developing the Horticulture market. Award for the second Best Entrepreneurial Initiative at the 8th edition of the Creation of La Caixa Companies Awards together with Nathan. Student in charge of making the graduation speech.

Nathan Lehoucq: CEO. Higher degree in Marketing and business management. Online marketing consultant. Co-founder of Apney. Prize for the second Best Entrepreneurial Initiative in the 8th edition of Creation of Companies Awards La Caixa together with Paloma.

Carlos Alonso Aguilar: CTO. Telecommunications Engineer from the UPM. He is studying the Master in International Leadership (UPM in collaboration with the Rafael del Pino Foundation) where they select 15 of the best UPM students. He has recently participated in MIT Sloan's Summer Executive Program "Frontiers of Innovation and Entrepreneurship".

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