Flexicar is an Melbourne membership-based carsharing service owned by Hertz. The company provides automobile reservations to its members, billable by the hour or day. Flexicar was co-founded in 2004 by Monique Conheady and five other partners. It began as a pilot project called Flo Carshare and received small business grants from Shell’s LiveWIRE program, the Victorian Government and the City of Melbourne. In October 2006, Flo became Flexicar and since then it has won numerous environmental and small business awards.