What do you get when you cross Scandinavian craftsmanship with Silicon Valley cash and add a heavy dose of caffeine? A “bike-powered coffee cart that could take on Starbucks” according to Fast Company. Wheelys is a Stockholm-based coffee store company, without any stores. Instead, the company crafts and sells bicycle-mounted cafes to “young, hungry eco entrepreneurs from all over the world.” These carts are well-tested, functional micro stores serving organic goods and run purely on solar and body power. With a price tag that is a fraction (around less than 1%) of ownership of a brick-and-mortar coffee shop, Wheelys is challenging the traditional café model with its mission to make the world “greener with every cup of coffee.” 
Peloton provides an example of symbiotic business and operating models, in which this boutique fitness studio has maximized ROA and brand effectiveness by offering both live and online subscriber-based spin classes.