1. Presenters: Gala Lawrence Javier Luna April 13, 2011

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3.  Conference Call  UC Berkeley  Site Visits  UC Irvine  UC Los Angeles  Survey  Promoted via USU website & CSUN Bike Collective  Competitor Analysis 3

4.  Contact at CSUN ◦ Joseph Illuminate, USU Associate Director, Finance & Business Services ◦ Jeremy Hamlett, USU Commercial Services Manager ◦ Jason Wang, USU Associate Executive Director ◦ Helen Cox, Director, Institute for Sustainability ◦ Kristy Michaud, Transportation Chair, Sustainability ◦ Kevin Lizárraga, USU Marketing Manager ◦ Carlos Hernandez, President CSUN Bike Collective 4

5.  Health  Environment  Economy  Consumption  Social Involvement 5

6.  n = 240  94% were students  58% female, 42% male  6% are international 6

7.  Most important factors: Economy, Environment  Health conscious 7

8.  Economy ◦ 95% always look for ways to save money ◦ 90% agree that riding a bike can save on transportation costs  Environment ◦ 95% agree that riding a bike can help the environment ◦ 78% worry about global warming ◦ 94% want to help lower gas emissions around CSUN 8

9.  Consumption ◦ 85% would use bicycle repair services on campus ◦ 68% want to learn how to repair, improve, or build their own bike  Social Involvement ◦ 86% like doing activities in groups ◦ 71% would like to be informed about biking events 9

10.  Bicycle Renting ◦ 63% would rent a bike  45% by the semester  26% by the day  The remainder would rent either by the hour or by the month 10

11.  Atomic Cycles ◦ Van Nuys  Cycle World ◦ Northridge  Bicycle Johns ◦ Northridge 11 Atomic Cycles Cycle World Bicycle Johns

12.  Non-profit  Subsidiary of the USU  Environmentally conscious movement 12

13.  People are lackadaisical  Long commuting distances to campus  Lack of good public transportation system in California  Lack of experience in running a bike shop  No brand equity 13

14.  Bike sharing  Educational seminars  50% of students live within 1-5 miles  Reducing green house emissions  Saving money  Available commercial space 14

15.  Mass merchant competition  Campus size (353 acres)  New recreational products  Bad economy 15

16. 16 Repair Safety Inspections Wheel Truing Tune-Ups Brake Adjustment Hub Adjustments/ Overhaul Bottom Bracket Adjustment/Overhaul Tire Fixing

17. Educational Seminars/ Workshops Traffic Laws 101 Beginning Bike Repair Clinic Advanced Bike Repair Clinic 17

18. 18 Bicycle Johns Cycle World Atomic Cycles CSUN Bike Shop Partnership with Local Bike Shops

19.  Rental Service ◦ By the semester$60 ◦ By the week$30 ◦ By the day$ 8  Accessory Sales ◦ Helmets, lights, locks, tubes, repair kit 19

20.  Questions  Thank you for your time! 20