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CAMPUS
BIKE
SHARINGCOMMUNITY Louise, Margot and Nadia
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FunFun
EasierEasier
&
W HAT IF? W HAT IF? W HAT IF?The com m ute to class
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FunFun
EasierEasier
&
FriendsFriends
W HAT IF? W HAT IF? W HAT IF?The com m ute to class
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FunFun
EasierEasier
&
FriendsFriends
SustainableSustainable
HealthyHealthy
&
W HAT IF? W HAT IF? W HAT IF?The com m ute to class
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You can get involved in a new community based on
sustainable values
W HAT IF? W HAT IF? W HAT IF?The com m ute to class
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You can get involved in a new community based on
sustainable values
A bike share system forstudents to move around campuses
W HAT IF? W HAT IF? W HAT IF?The com m ute to class
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MARKET STOR IES MARKET STOR IES MARKET STOR IES
Innovators
SOBI - So cia l bi c y cl e s
• Social Cyclists find and unlock bikes using
their mobile phones, or unlock them byentering their account information directly into the
keypad on the lockbox.
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• Social Cyclists find and unlock bikes using theirmobile phones, or unlock them by entering theiraccount information directly into the keypad on thelockbox.
MARKET STOR IES MARKET STOR IES MARKET STOR IES
Innovators
SOBI - So cia l bi c y cl e s
Ha n gzhou s bik
e sha r e
• 60,600 bikes• Bike sharing stations every 100 meters• The first hour is free to users in Hangzhou,followed by 1 yuan ($0.15) for the first hour, 2 yuanthe second hour, and 3 yuan each additional hour.
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• To get started quickly: Text the ID number on
the bike you want, and Whip Bikes textsthe lock combination back to you. • One time sign up fee of 14.95, and each ridecosting 50 pence, it fits a students budget. • Offering local businesses the perfectly locally
targeted marketing option, bikes can have ads
on the rear fenders.
MARKET STOR IES MARKET STOR IES MARKET STOR IES
Innovators
Whi p Bik e s –
UK uni v er si t y b
ik e sha r e
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• To get started quickly: Text the ID number on thebike you want, and Whip Bikes texts the lockcombination back to you. • One time sign up fee of 14.95, and each ridecosting 50 pence, it fits a students budget. • Offering local businesses the perfectly locallytargeted marketing option, bikes can have ads onthe rear fenders.
MARKET STOR IES MARKET STOR IES MARKET STOR IES
Innovators
Whi p Bik e s –
UK uni v er si t y b
ik e sha r e
Communi t y c y clin g
c en t er
- P or tla n d
• Founded in 1994, helps broaden access to
bicycling and its benefits through our hands-onprograms, volunteer projects, and neighborhood
bike shop.
• Devoted to training a new generation ofcyclists, Community Cycling Centerdeveloped ongoing Bike Club partnerships withlocal elementary and middle schools, as well aswith other local youth groups.
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• RITUAL : Saturday pm. Bike into town, ride back with groceries in back pack.Off for long walk around coast, power yoga, swim, shower, paradise.
Online listeningW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
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• COMPLAIN: At certain times in certain places -such as mornings at local universities - all the racks can beoccupied, making it impossible to return a bike.
• RITUAL : Saturday pm. Bike into town, ride back with groceries in back pack.Off for long walk around coast, power yoga, swim, shower, paradise.
Online listeningW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
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• COMPLAIN: At certain times in certain places -such as mornings at local universities - all the racks can beoccupied, making it impossible to return a bike.
• RITUAL : Saturday pm. Bike into town, ride back with groceries in back pack.Off for long walk around coast, power yoga, swim, shower, paradise.
Online listeningW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
• ADVANTAGE:I don’t have to fill it with gas, and itdoesn’t hurt the environment. With a car, you need a parking permit, gas, and it breaks down. I’m a collegestudent and don’t have the money for that.
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• COMPLAIN: At certain times in certain places -such as mornings at local universities - all the racks can beoccupied, making it impossible to return a bike.
• RITUAL : Saturday pm. Bike into town, ride back with groceries in back pack.Off for long walk around coast, power yoga, swim, shower, paradise.
Online listeningW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
• ADVANTAGES:I don’t have to fill it with gas, and itdoesn’t hurt the environment. With a car, you need a parking permit, gas, and it breaks down. I’m a collegestudent and don’t have the money for that.
• BENEFITS: biking downtown is often just as quick as taking the subway. Biking has the added benefit of “free” exercise in addition to getting me from point A to point B
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Interview s & ObservationsW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
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Interview s & ObservationsW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
Andrea, 29 years. Chemistry,NYU
«I’m used to bike in
NYC, and I will love to
get a bik e sh ari ng
program»
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Interview s & ObservationsW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
Jam es, 30 years. Physics. Colum bia
«I prefer w alking but as I
carry a lot of stuff I
w ill be w illing to use
it»
Andrea, 29 years. Chemistry,NYU
«I’m used to bike in
NYC, and I will love to
get a bik e sh ari ng
program»
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SEGMENTS
- Subway users
- Pedestrians
- Own Bike users
Conclusions
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
W hat ?
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RITUALS
- Morning
- After school
- Weekend
SEGMENTS
- Subway users
- Pedestrians
- Own Bike users
ConclusionsW hat ?
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
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RITUALS
- Morning
- After school
- Weekend
CULTURE
SEGMENTS
- Subway users
- Pedestrians
- Own Bike users
Conclusions
CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES
Online / mobile
Very tech
early adopterssocial
freedom
Body conscious
W hat ?
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Campus locationsCampus locations
OPPORTUNITY OPPORTUNITY OPPORTUNITY
Value Proposition
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Campus locationsCampus locations
Shared communityShared community
OPPORTUNITY OPPORTUNITY OPPORTUNITY
Value Proposition
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Campus locationsCampus locations
Shared communityShared community
FlexibilityFlexibility
FreedomFreedom
&
OPPORTUNITY OPPORTUNITY OPPORTUNITY
Value Proposition
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STRATEGY STRATEGY STRATEGY
How will it wo rk?
Become amember
Pay a feeto sign up
First 30’free
Use IDcard or
phone tounlockbike
Place itany
campusstation
S t u d e nt
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STRATEGY STRATEGY STRATEGY
How will it wo rk?
Enroll in thesystem
Bikesplacement
Maintenance
S c ho o l
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STRATEGY STRATEGY STRATEGY
Com m unity site
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STRATEGY STRATEGY STRATEGY
A da y in the life of…
Wake up
Check bike
availability
While they are
running to the subway
Biking to buy
some groceries
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How it will interact?
COMPETITORS COMPETITORS COMPETITORS
N Y C b i k e s har e s y s t e m
S u b w a y / B u
s
Bike o wners
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REVENUES REVENUES REVENUES
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GROW ING STRATEGY GROW ING STRATEGY GROW ING STRATEGY
Fusion with NYC BikeShare Program
Increase thenumber of
parkstations
Sustainableimpact to
NYC
Increase theamount of
users
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THANKS!