The City of Dubuque wants to diversity its transportation system and provide more environmentally-friendly and cost-effective options to residents and visitors. It asked students in a marketing class to review the pros and cons of an electric bike and/or scooter share program. A leader in sustainability, Dubuque wanted to learn more about these forms of micro-mobility as alternatives to cars.

Students on the Tippie College of Business' Marketing Consulting Team created a survey that went to Dubuque residents and workers at a large employer. They received 126 responses. Along with their research into other municipalities that have e-bike and e-scooter rental programs, the students reviewed the pros and cons of such a program for the City of Dubuque.

They concluded that while such programs have definite benefits, the costs and liabilities involved are too great. Instead, they recommended various ways to improve Dubuque's biking culture and induce people to purchase e-bikes.