Business & Roads
Business & Roads is an Italian event production company that designs and executes turnkey outdoor, indoor, and traveling roadshow events for brand marketers and agencies, leveraging a proprietary fleet of 50+ promotional vehicles and in-house scenography, logistics, and permit management services.
- Company typePrivate
- Founded1998
- HeadquartersMilano, Italy
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Business & Roads does
Business & Roads (legal entity: Business&Roads Srl) is an Italian event production company founded in 1998 and headquartered in Milan, with an operational site in Vittuone. The company designs and executes tailor-made outdoor, indoor, and on-the-road events under an 'ON THE ROAD' philosophy, serving brand marketers, event agencies, and corporations across Italy and select international markets. Its named client base spans consumer goods (Rio Mare, Panini), automotive (Vivo), financial services (UniCredit), and nonprofit healthcare (Lilt).
The company's core asset is a proprietary fleet of more than 50 promotional vehicles — including hospitality trucks, food trucks, street food vans, event buses, Apecar variants, trailers, and vintage vehicles — available for rental with or without a driver. The most recent product addition, InfoWheels (launched 2025), is a compact eco-friendly promotional vehicle featuring solar panels, backlit panels, internal heating, and RGB LED lighting. Underlying capability is operational rather than software-based: in-house scenography workshops (wood, plexiglass, metal, innovative materials), technical systems for events (audio, video, lighting, networking, climate, security), dedicated transport and logistics, and a permit/bureaucracy management service covering public land usage, HACCP, ZTL transit, SIAE, and noise impact assessments for events in Italy and abroad. There is no software platform, API surface, or algorithm-level technology described.
Business & Roads operates a turnkey project-based revenue model combining professional services fees (concept, planning, scenography, permits, on-site coordination) with usage-based vehicle rental income. Pricing is not publicly disclosed; all engagements are quote-based via website contact forms or direct consultation. The go-to-market is sales-led and event-driven, supported by a bilingual (Italian/English) website, case-history portfolio, and organic social presence on LinkedIn, Facebook, and Instagram. International reach is enabled through a partner network rather than owned foreign operations. The company is founder/management-owned with no disclosed external funding, no subsidiaries, and no public listing.
Business & Roads firmographics
Firmographics- Name
- Business & Roads
- Legal name
- Business&Roads Srl
- Website
- https://businessroads.it
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Business & Roads is an Italian event production company that designs and executes turnkey outdoor, indoor, and traveling roadshow events for brand marketers and agencies, leveraging a proprietary fleet of 50+ promotional vehicles and in-house scenography, logistics, and permit management services.
- Ownership category
- akta.pro rank
Business & Roads industry classification
Industry- Product category
- Event Production Services
- NAICS
- Mobile Food Services (72233), Food Service Contractors (722310), Tour Operators (56152)
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Mobile / On-Site Catering (Food Trucks for Events, Pop-Ups) (THAFAIAJ)
- akta.pro secondary industries
- Food Trucks (Motorized) (THAFAHAA), Food Truck & Mobile Catering Coordination (HSACAGAG), Meeting & Event Space Services (Setup/Teardown) (BPABAFAL), Event Signage, Props & Custom Installations (HSACAOAG)
Keywords
Where Business & Roads is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Business & Roads business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Event production and management services: Full-service event production for outdoor, indoor, and on-the-road events, covering concept development, logistics, setups and scenography, permits and bureaucracy, and on-site coordination. Revenue is generated through project-based fees for custom event solutions.
- Vehicle rental and fleet services: Rental of a wide fleet of promotional vehicles including hospitality trucks, food trucks, street food vans, event buses and vans, and Ape Car food trucks. Vehicles are available in various sizes (Mini, Small, Medium, Big) and can be rented with or without a driver. InfoWheels offers flexible rental with self-drive or chauffeur options.
- Permit and bureaucratic services: Handling of all necessary permits for events in Italy and abroad, including public land usage, food and beverage serving permits, transit permits, advertising permits, noise impact assessments, and SIAE certifications. Offered as part of their turnkey service offering.
- Setups and scenography: Design and creation of custom event setups and scenographies using materials such as wood, plexiglass, metal, and innovative materials, for shows, concerts, on-the-road events, temporary shops, and experiential marketing installations.
- Service and technical systems: Provision and management of technical systems for events including audio and video systems, lighting systems, networking, climate control, and security systems. Provided as a specialized service component within the broader event production offering.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Business & Roads product offering
Product offeringCore offering
Business & Roads designs and produces tailor-made events — outdoor, indoor, and on-the-road — delivering turnkey event production. Core services cover concept development, logistics, setups and scenography, permit and bureaucratic handling, and on-site coordination. The company also rents a fleet of 50+ promotional vehicles (hospitality trucks, food trucks, buses, vans, Ape Cars) including the eco-friendly InfoWheels unit for mobile brand experiences.
Product overview
Business & Roads is an event production company operating under an 'ON THE ROAD' philosophy, specializing in outdoor, indoor, and on-the-road events with over 25 years of experience. The company's portfolio centers on four core service pillars: (1) Allestimenti e Scenografie — custom event setups and scenographies; (2) Permessi — complete permit and bureaucratic management for events in Italy and abroad; (3) Logistica — logistics including dedicated transport and NCC (chauffeur-driven) services; and (4) Service e Impianti — technical systems including audio/video, lighting, networking, and climate control. The flagship product offering is the Garage (Promotional Vehicles Fleet), offering over 50 vehicle models for rental including the recently launched eco-friendly InfoWheels vehicle, food trucks, hospitality trucks, buses, and custom exhibition vehicles. The company provides a turnkey service model covering concept, development, logistics management, project management, and on-site coordination.
Differentiator
Problem solved
Functional benefit
Brands
- InfoWheels: An eco-friendly promotional vehicle designed to reach any location and directly engage target audiences with a 'smart-driven' approach. Features solar panels, backlit panel, internal heating, and RGB LED lighting.
Products and services
- On-the-Road, Outdoor, and Indoor Event Production Core turnkey event production service covering the complete lifecycle of outdoor, indoor, and on-the-road events, from concept and development through logistics management, project management, design, planning, bureaucracy, certification, setup, and on-site coordination. Targeted at brand marketers and event agencies seeking fully managed experiential campaigns.
- Promotional Vehicles Fleet (Garage) Rental of a proprietary fleet of 50+ customizable promotional vehicles including hospitality trucks, food trucks, street food vans, event buses, vans, and Ape Car food trucks in Mini, Small, Medium, and Big size categories. Vehicles are available for rental to support on-the-road brand communications and experiential marketing campaigns for enterprise clients.
- InfoWheels Eco-friendly compact promotional vehicle launched in 2025, designed to reach any location and directly engage target audiences. Features solar panels, backlit panel, internal heating, and RGB LED lighting. Requires only a category B driver's license and can be rented with or without a driver for sampling, mobile office, promotional tours, exhibition stands, and pop-up store applications.
- Permits and Bureaucratic Management Specialist service managing all bureaucratic procedures and permits for events in Italy and abroad, including public land usage, food and beverage serving permits, HACCP manual, ZTL transit permits, temporary advertising permits, vehicle advertising permits, flyer distribution, public performance permits, loading/unloading permits, noise impact assessments, emergency and safety plans, and SIAE permits.
- Setups and Scenography Design and creation of custom event setups and scenographies using materials such as wood, plexiglass, metal, and innovative materials for shows, concerts, on-the-road events, temporary shops, and experiential marketing installations. Transforms spaces into brand stages through tailor-made installations.
- Logistics for Fixed and Itinerant Events Logistics management for fixed and itinerant events, including dedicated light and heavy transport, container and glass structure transport, organizational management of material shipments via couriers, chauffeur-driven car rental (NCC), self-drive rental, and temporary indoor and outdoor storage for materials and vehicles.
- Service and Technical Systems for Events Provision and management of technical systems for events including audio and video systems, lighting systems, networking, climate control systems, and security systems. Customized and adaptable solutions for trade shows, festivals, concerts, and parties, delivered as a specialized service component within the broader event production offering.
Companies that use Business & Roads
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Business & Roads technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Business & Roads partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International partner networkminorBusiness & Roads leverages a network of international partners to enable rental of InfoWheels and other vehicles for events outside Italy. This extends their geographic reach without maintaining owned operations in other countries.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Business & Roads competitors and assessment
Company assessmentBroad incumbents
- Freeman: Large global brand experience company providing event production, branded environments, and digital experiences. Comparable in delivering end-to-end live event execution; however, Freeman operates at significantly greater scale and is focused on trade shows and large conventions alongside brand activations.
- Jack Morton Worldwide: Global brand experience agency delivering live, digital, and hybrid event experiences including roadshows and traveling activations. Overlaps with B&R's end-to-end mobile event production model but at global enterprise scale, with broader creative and content production capabilities.
- BCD Meetings & Events: Global meetings, incentives, conferences, and events (MICE) agency delivering end-to-end event solutions for corporate clients. Overlaps with B&R on corporate event production, logistics, and on-site coordination, but with a much larger global footprint and enterprise sourcing relationships.
- MCI Group: Swiss-headquartered global meetings, events, and association management firm serving enterprise clients across Europe and worldwide. Comparable on full-service event production for large corporate clients, especially for cross-border activations where B&R also competes via its partner network.
- George P. Johnson Experience Marketing: Global leader in experience marketing providing end-to-end event production and brand activation services for enterprise clients. Comparable as a larger, broader-scope player offering similar traveling exhibit, roadshow, and live event capabilities as Business & Roads, but across much wider geographies and service portfolios.
Others
- Piaggio: Italian manufacturer of the Ape and Porter commercial vehicles that form a core part of Business & Roads' rental fleet. Comparable as a key upstream supplier rather than a direct competitor — Piaggio's vehicle lineup enables B&R's small-format promotional vehicle offering but Piaggio itself does not provide event production services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Business & Roads social profiles
Digital presenceBusiness & Roads financial estimates
Financial estimateRevenue estimate
Valuation estimate
Business & Roads leadership team
Management profileNumber of profiles
Profiles1 record
Business & Roads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Business & Roads M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Business & Roads
What does Business & Roads do?
Business & Roads designs and produces tailor-made events — outdoor, indoor, and on-the-road — delivering turnkey event production. Core services cover concept development, logistics, setups and scenography, permit and bureaucratic handling, and on-site coordination. The company also rents a fleet of 50+ promotional vehicles (hospitality trucks, food trucks, buses, vans, Ape Cars) including the eco-friendly InfoWheels unit for mobile brand experiences.
Is Business & Roads a public or private company?
Business & Roads is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Business & Roads founded?
Business & Roads was founded in 1998. It employs 11 to 50 people.
Where is Business & Roads based?
Business & Roads is headquartered in Milano, Italy, in the Europe region.
How does Business & Roads make money?
Five revenue lines are on record. Event production and management services are the primary driver. The others are vehicle rental and fleet services, permit and bureaucratic services, setups and scenography and service and technical systems.
Who are Business & Roads's main competitors?
Broad incumbents on record are Freeman, Jack Morton Worldwide, BCD Meetings & Events, MCI Group and George P. Johnson Experience Marketing. Piaggio is listed as an others.
Does Business & Roads have an API?
No public API is recorded for Business & Roads.
What industry is Business & Roads in?
Business & Roads's product category is Event Production Services. Its primary akta.pro industry code is THAFAIAJ, Mobile / On-Site Catering (Food Trucks for Events, Pop-Ups), with a secondary code of THAFAHAA, Food Trucks (Motorized). Its NAICS code is 72233 and its SIC code is 7350.