SR article


This analysis describes the different stakeholders that are involved in the business of Chameleon. Which parties are involved and how is their connection to each other? Every possible connection is given and explained in this chapter.


CooP as organisation has a lot to do with the Chameleon since Chameleon is a business branch of CooP. The business needs to have a coordinator from CooP to maintain good business and even to exploit the idea to other cities (1.) (2.). Also CooP hires a vendor for the vending of the cooled products and the delivering of the groceries (3.). This vendor will get a contract with a salary on monthly basis (4.). Profit made with the Chameleon will directly go to the social projects; Bike4School, Bike4Work and Bike4Care.


The coordinator

The coordinator will be working in the office of CooP. He / she is not continuously busy with the Chameleon project but managing the Chameleon will be one extra tasks. One of the activities will be checking the finances streams and revenues of the vendor (5.). Also the coordinator manages the marketing for the Chameleon itself (1.). If something goes wrong with the vendor or the tricycle, the coordinator needs to be updated and arrange a solution. (6.) A promising task is to make up a strategy and execute a plan for the Chameleon to expand to other cities. Further in this chapter a more comprehensive explanation with activities for the coordinator will be given. The coordinator will also search for other companies who can be interested in advertising or vending products on the Chameleon (15 & 16.).


The vendor

The vendor is central in the whole Chameleon business and thereby is a very important stakeholder. It is the person who rides the Chameleon and vends products and delivers groceries to those who have placed an order. This person will have direct contact with customers for the vending and delivering (7. & 8.). Also the vendor has close contact with the coordinator about the finances (5.). Furthermore, the vendor has contact with the companies from which the vendor will vend the products from and the merchants who sell vegetables and fruit in the Central market (9, 10, 11 &12). The vendor will get paid by the organisation CooP on a monthly basis (4.). Further in this chapter a more comprehensive explanation with different kinds of procedures and activities for the vendor will be given.



The customers itself are without doubt a very important stakeholder in the whole proces. Without customers, there is no demand and no purpose for the Chameleon. Customers come in different groups, depending on the different purposes of the Chameleon. With vending on the streets, most customers are walking on the streets and decide to have a refreshment. This can be all kind of people. with the delivery service probably wealthy people will use the service. The customers will always be in contact with the vendor and pay for the products or services (7. & 8.). The profit goes to CooP.


Local companies

Products that the vendor will vend need to be bought at local companies (11. &12.). This are companies that produce products such as yoghurt and smoothies. However, the coordinator can decide to expand the list of products so more local companies can get involved. Other local companies are supermarkets where products need to be bought for the delivery service (13. & 14.)


Other local companies

Another aspect for local companies is that they can place an advertisement on the Chameleon. They pay for the advertisement on the Chameleon in exchange for publicity (15. & 16. )


Vendors of fruit and vegetables at Central Market or Ambercourt market

For the delivery service, fresh fruit and vegetables need to be bought. The market research described that this is best done at the Central Market and Ambercourt. Fruit and vegetables will be bought by the vendor here. (9. 10.)



These are people hired by CooP and work in the Green Hub (19.). They will provide the Vending Tricycle and maintain them. The Mechanics are getting paid by CooP (18.). If there are future ideas to make more Chameleons, these mechanics will be responsible for this. More Chameleons means more work to make and maintain them.


Other mobile vendors

Vendors with the Vending Tricycle are direct competitors to other local vendors. Vendors without the refrigerator on their bike may have a disadvantage to sell their goods. One might get envious if a vendor has a upgraded bike and he doesn’t. It may cause discord (25.). On the other hand, this may lead to a competition where Chameleon stimulates progression (24.)


TU Delft

3 Students from the TU Delft invented the Chameleon and did a pilot for the business. They raised money and did research to develop the Chameleon. After the pilot, the students left with all documents ready for the Chameleon business to start (21.). It is possible for CooP to have another group of students in the future to develop the concept of Chameleon even further (20.)



The municipality is involved in certain regulations around the Chameleon. The vendor needs to be aware of the rules in traffic. For riding the Chameleon, the vendor needs to have a driving licence. Also the municipality will get taxes from CooP for the business of the Chameleon (22. & 23.).

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