Entrepreneurship: Analyzing Bruce Jeffreys' Go Get Car Sharing Success

This report analyzes the entrepreneurial journey of Bruce Jeffreys, the founder of Go Get car sharing service in Australia. It explores his background, entrepreneurial traits, and how he recognized the opportunity for a car sharing service. The report delves into the competitive advantages of Go Get, such as its diverse fleet, convenient booking system, and cost-effective pricing. It also provides recommendations for expanding the business through franchising and mergers, particularly in the context of emerging trends like electric vehicles. The analysis is grounded in relevant entrepreneurship theories, highlighting the importance of innovation, resource allocation, and understanding the social context in achieving business success.

Running head: ENTREPRENEURSHIP
Entrepreneurship
Name of the student
Name of the University
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Executive Summary
The primary purpose of this report is to elucidate on the background of Bruce Jeffreys who
was instrumental in opening the car sharing service called Go Get. It discusses about the
process in relation to opportunity recognition and the competitive advantages of the company
as compared to other competitors within the market. It also recommends measures that can
help the firm in expanding in the market.

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Table of Contents
Introduction................................................................................................................................3
Background of the entrepreneur.................................................................................................3
Entrepreneurial characteristics...................................................................................................4
Opportunity recognition and idea development process............................................................4
Competitive advantages.............................................................................................................5
Recommendations......................................................................................................................6
Conclusion..................................................................................................................................7
References:.................................................................................................................................8

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Introduction
Entrepreneurship refers to the act of creation of business that can help in the
generation of profit of an individual. An entrepreneur initiates social change by the creation
of an innovative product or service (Scarborough 2016). This report throws light on the
background of entrepreneur called Bruce Jeffreys and the traits in his personality that helped
him in emerging as a successful entrepreneur. It discusses the opportunity recognition by the
entrepreneur and the competitive advantage that can help Go Get in getting ahead of the
competitors. It also talks about the recommendations that can help the entrepreneur in
expanding in the market.
Background of the entrepreneur
Bruce Jeffrey is the entrepreneur of the car sharing service named Go Get that
operates in Sydney, Melbourne, Adelaide and Canberra (Goget.com.au 2018).The innovative
and the scientific mind set of Bruce Jeffreys helped him in being successful in this endeavour.
The entrepreneurial propensity of Bruce Jeffrey was developed because he had witnessed that
people sometimes owned a car but they did not use it and at other times people did not have a
car and they had to face hindrance owing to it. Go Get was the creative endeavour of Bruce
Jeffrey’s and the success of the entrepreneur was owing to the fact that he wanted to develop
an innovative scheme that can help the people. The psychological theory pertaining to
entrepreneurship focuses on individual and emotional elements that helps in driving the
entrepreneurial individuals (Dees 2017). Bruce Jeffrey possessed an ardent desire of
achievement that was instrumental in creating the company. He was possessed of a strong
internal focus pertaining to control and he had a belief that his action would be able to
influence external world.

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Entrepreneurial characteristics
The entrepreneurial traits that were inherent in Bruce Jeffrey was creativity along with
optimism that helped in driving his entrepreneurial behaviour. The psychological theory
focuses on the two factors called innovation along with resources. They possess the ability to
mobilize the resources in the proper manner that can help in driving the success of a
company. An entrepreneur can allocate the resources in the proper manner that can help in
driving the profit of a company (Kirzner 2015). Bruce Jeffrey had the vision that helped him
in starting the car sharing scheme in Australia called Go Get. The upbringing of Bruce Jeffrey
stresses on the factor of excellence and that helped him in evolving as a self-reliant
individual. The psychological factor that helped him in emerging as a successful entrepreneur
are owing to his risk taking behaviour that propelled him to perform activities that helped in
making the car sharing service called Go Get become more popular. The innovation theory of
Schumpeter highlights that entrepreneur are capable of earning economic benefit by the
introduction of successful innovation (Drucker 2014). The entrepreneurial instinct in Bruce
Jeffrey’s helped him in launching different kinds of plans like Personal, Business, Student
and the Senior Plan that catered to the customised needs of each segment. Go Get offers
facilities for business pricing that was one of the dominant cause for the immense success of
the company.
Opportunity recognition and idea development process
Bruce Jeffrey saw that there needed some kind of service that can enable an individual
in going to shops, recreation day with the friends or going for a one-off activity to a place that
is close to where one lives. Go Get can help in offering opportunities to people so that they
can make the trips without the burden of carrying a car where people don’t need it. Bruce
Jeffrey saw that in the inner part of the city people go and access different kinds of services
like that of shops, library or that of cinema. A rich and diverse area can help in throwing open

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plethora of opportunities for the car sharing service and this opportunity was seized by Bruce
Jeffrey for popularizing the service (Kuratko 2016). The car sharing service is an evolving
market and the organic nature of the service helped in popularizing the brand. The
sociological theory focuses on different social contexts that helps in providing opportunities
that the entrepreneurs can leverage upon. This theory focuses on the fact that there are
different kinds of cultural forces like social attitudes that can shape the behaviour in relation
to the entrepreneurs. Go Get helped in offering service within the ambit of the local suburb
and it wants to be close to the members to whom they provide service (Parker 2018). The
idea development of the car sharing service called Go Get was not initially designed at the
outset but it took place with the gradual passing away of the time according to the demands
of the environment.
Competitive advantages
The competitive advantage of Go Get is provided owing to the fact that the vehicles
have different facilities like they are automatic, air-conditioned and cleaned regularly with
the help of professional contractors. The cars are fully maintained and they are serviced to
that of the manufacturer standard. The vehicles are covered with the help of 24 hour roadside
assistance. The vehicles of Go Get have competitive advantage due to the fact that they
possess child-seat anchor point and have Bluetooth sound system that helps in providing
entertainment to the passengers (Kazanjian, Drazin and Glynn 2017). One can also get a fuel
card that can enable an individual in fuelling on the account at 90 % of that of the service
station. There are different kinds of cars like vans, utes, wagons, people movers, audis and
the SUV’s and the people can choose based on their demand.
Go Get acts as the largest car share operator within Australia that has a huge fleet of
3000 cars and they operate in the major airport of Australia. It can prove to be more
convenient as compared to car hire and this helps in providing them with competitive

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advantage (Storey 2016). One can skip airport car rental queue by taking recourse to Go Get
and this provides the company with competitive advantage. The airport car hire has different
kind of complex insurance contract however Go Get offers deals that are relatively simple as
compared to the other car sharing services within Australia. The cars of Go Get can be
booked on the hourly basis and one only has to pay on the basis of what they are using. It can
thus help an individual in saving money that acts like a competitive advantage for the
company. The customer does not have to pay any kind of extra cost like fuel and cleaning.
One only has to pay hourly fee along with that of the km charge that becomes a factor of
competitive advantage for the business (Cooper and Folta 2017). The customers can also take
the advantage of the Go Get Vans that can help people in moving house, taking home
furniture and help in the delivery of the business.
The Go Get vans can easily fit in queen size mattress and sofa that proves to be of
great convenience for people who are moving out of their home. The customers can book
very easily by taking recourse to the app and one can get the vans very easily as they are
parked mostly around corner where one can easily get them (Geum, Lee and Park 2014). One
can hire the Go- Get vans from that of on-street location and from that of the central location
like the IKEA stores and the business parks. This helps in providing their business with
competitive advantage that increases the popularity of the car sharing service in the market
(Belk 2014).
Recommendations
The entrepreneur Bruce Jeffrey can take recourse to different kind of business
avenues like franchising along with mergers that can facilitate the expansion of the firm
within the international market. The merger can help Go Get in competing with other ride-
hailing services and it can help in increasing the profitability of the company. This can help
Go Get in acting as a “leading provider” that can help them in facilitating access to the other

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cities and this will enable more people to use the service of the car (Kopp, Gerike and
Axhausen 2015). Combined business can help Go Get in offering charging service pertaining
to battery-powered car. Presently, electric cars have small market share owing to higher cost
and the limited range. In the event of the electric cars becoming cheaper as compared to the
conventional car the market share of these cars would increase at a rapid pace. The demand in
relation to charging would also increase and this can be facilitated with the help of the
merger. The franchise business opportunities can prove to be extremely popular for Go Get as
it can help them in getting access to that of a business model that already has a strong brand.
These can help in ensuring that Go Get will be able to spread their influence in markets that
are outside Australia.
Conclusion
Go Get is the business endeavour of Bruce Jeffrey that operates in Australia. Bruce
Jeffrey had innovative mindset and his scientific temper helped the company in rising ahead
of the competitors. Bruce Jeffrey had creativity and optimism that helped Go Get in
becoming successful. The allocation of resources in the proper channel helped the company
in earning profits. The innovative vision of Bruce Jeffrey was a dominating reason for the
huge popularity of the car sharing service. The business was opened within the ambit of
diverse area that helped in making the service popular in front of the common people. The
vehicles of Go Get are cleaned on regular basis and they are air-conditioned that makes the
service attractive in front of the people. Bruce Jeffrey can make use of franchising and
merger for expanding in the global arena.

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References:
Belk, R., 2014. You are what you can access: Sharing and collaborative consumption
online. Journal of business research, 67(8), pp.1595-1600.
Cooper, A. and Folta, T., 2017. Entrepreneurship and high‐technology clusters. The
Blackwell handbook of entrepreneurship, pp.348-367.
Dees, J.G., 2017. 1 The Meaning of Social Entrepreneurship. In Case Studies in Social
Entrepreneurship and Sustainability(pp. 34-42). Routledge.
Drucker, P., 2014. Innovation and entrepreneurship. Routledge.
Geum, Y., Lee, S. and Park, Y., 2014. Combining technology roadmap and system dynamics
simulation to support scenario-planning: A case of car-sharing service. Computers &
Industrial Engineering, 71, pp.37-49.
Goget.com.au (2018). GoGet - Australia's #1 Car Share Service. [online] GoGet Carshare.
Available at: https://www.goget.com.au/ [Accessed 1 Sep. 2018].
Kazanjian, R.K., Drazin, R. and Glynn, M.A., 2017. Implementing strategies for corporate
entrepreneurship: A knowledge‐based perspective. Strategic entrepreneurship: Creating a
new mindset, pp.173-199.
Kirzner, I.M., 2015. Competition and entrepreneurship. University of Chicago press.
Kopp, J., Gerike, R. and Axhausen, K.W., 2015. Do sharing people behave differently? An
empirical evaluation of the distinctive mobility patterns of free-floating car-sharing
members. Transportation, 42(3), pp.449-469.
Kuratko, D.F., 2016. Entrepreneurship: Theory, process, and practice. Cengage Learning.
Parker, S.C., 2018. The economics of entrepreneurship. Cambridge University Press.

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Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Storey, D.J., 2016. Entrepreneurship and new firm. Routledge.