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The eBike: A Renewed Look at Transportation Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker.

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Presentation on theme: "The eBike: A Renewed Look at Transportation Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker."— Presentation transcript:

1 The eBike: A Renewed Look at Transportation Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker

2 What is an eBike? An eBike is… an Electric Bicycle a 21 st century look at an old transportation solution a renewable way to travel a no sweat solution to your daily commute as much about fun as it is about technology

3 Environmental Factors Economic Recession Fuel Prices Political Green Technology Development Cap and Trade Fuel Efficient Vehicles Emissions Trading Technological Electric Vehicles Hybrids Lithium Ion Batteries World Events OPEC Copenhagen Accord Market Shifts Banking Changes Baby Boomers Clean Energy Culture Exercise Culture Green Culture

4 SWOT Analysis Strengths Lighter and More Efficient Eliminates Need for Gas Distribution Channels Opportunities Government Agencies Bike Share Programs Emerging Technology Weaknesses Price Consumer Reluctance Unknown Brand Name Threats Economic conditions Increasing competition Government regulations

5 Target Markets Demographics Adult Commuters age Education Level – Some College+ Household Income Level – $50,000 - $150,000 Unisex Product - Multiple Size Frames Psychographics Fun Seeking, Eco-conscious, Health Conscious, Forward Thinking, Hip, Practical, Innovative, Outdoorsy

6 Target Markets Predispositions Negative - Unnecessary, odd looking, expensive, difficult to operate/maintain, users are lazy Positive – Eco-friendly, futuristic, smart alternative Influencers Friends, co-workers, classmates, government officials, society Distribution Channels Specialty bike shops, direct online, online retailers, upscale outdoor retailers Customer Experience Superb Customer Service & Warranty

7 Geographic Considerations Area of Dominant Influence – Metro Denver Denver-Aurora-Broomfield Metropolitan Statistical Area (MSA) 10 Counties – Denver, Arapahoe, Jefferson, Adams, Douglas, Broomfield, Elbert, Park, Clear Creek, Gilpin 21 st most populous metropolitan statistical area in the U.S. Total Population – 2,464,866 Boulder and surrounding counties have own MSA Seasonality – March through November Receive significant snowfall as late as June and as early as September Typical first snow is around October 20 th March is usually the month with the most snow accumulation Around 300 days of sunshine per year Employment – Denver-Aurora-Broomfield MSA Unemployment is around 7% 1.4 million civilian labor force

8 Geographic Considerations Metro Denver Commuter Statistics Average one-way commute was miles – Drove alone – 37.3% – Bicycled – 4.6% – Drove moped, scooter, or motorcycle – 0.8% – Mass Transit – 48.1% Barriers preventing alternate transportation – 14.6% surveyed said it their commute was too far to bicycle

9 Geographic Considerations Commute times are on the rise

10 US Biking Industry $6 Billion Annually in the US 20 Million regular bikes sold annually 220,000 eBikes sold annually Projected 500,000 eBikes sold annually by 2011

11 Competition Within Bicycle Industry: Trek Giant Schwinn Pi Mobility Sanyo Ultra Motors EcoBike Bionx Electric Motion Dahon Outside Bicycle Industry: Car Manufacturers Motorcycle Manufacturers Other LEV (Light Electric Vehicle) Manufacturers Scooter Manufacturers City Transportation

12 Product Analysis The eBike is about… Personal Fitness No Sweat! Clean & Green Genuinely Sustainable Faster Travel Savings Our eBike is… Comfortable Stylish Light Easy Fun Quick High Tech

13 Products, Pricing & Features Premium Commuter Bicycle - $5,280 Folding Commuter Bicycle - $2,999 Premium Commuter Bicycle: Run Flat Tires Carbon Fiber Frame LED Head and Tail Lights Digital Console Disc Brakes Front and Rear Regenerative Braking Comfort Saddle Seating 700 Watt, silent hub propulsion system Quick Charge, Quick Change Batteries 35lbs Unloaded Weight Folding Commuter Bicycle: Light Composite EZ Removal Tires Carbon Fiber Folding Frame LED Head and Tail Lights Digital Console Carbon Braking System Light Weight Sport Seating 500 Watt, silent hub propulsion system Quick Charge, Quick Change Batteries 12lbs Unloaded Weight

14 Differentiation Focus is exclusively on commuters needs Focus of the technology is on User experience and less of speed/ruggedness Below the premium $10,000 eBikes but still a premium item All about being light Handmade in the US

15 Profit Centers Safety/Security Gear (Helmets, Gloves, Locks, etc.) Detachable Mirrors LED Head and Tail Light Upgrades Satellite Navigation, GPS, Weather Updates Replacement Tires Batteries Battery Car QuickCharger Storage Systems eBike lessons & city tours Bike share programs Bike shop maintenance & repair centers

16 Conclusion eBike isn’t meant for everyone… …but everyone should consider an eBike If you look at Europe and China, the Commuter Market is where the profit is No single bike maker has focused exclusively on the Commuter market in the US Denver Market is perfect for a premium Commuter eBike


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