Building an IT based start up is a challenge, keeping it interesting over a long period of time and constantly improving is an even bigger one. Even – if not especially – an innovative start-up needs to concentrate on what the consumer really wants while at the same time focussing on technology. At BlaBlaCar we learned that most of our members travel from city center to city center but don’t actually live in city centers. Using a new algorithm, we are working on decentralizing transport and bringing added value to our members. This talk shows how constantly focussing on the needs of customers can take your business to the next level.