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The eBike:A Renewed Look at Transportation
Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker
What is an eBike?
An eBike is… • an Electric Bicycle• a 21st 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
Environmental FactorsEconomic• 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
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
Target Markets
Demographics• Adult Commuters age 18 - 55• 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
Target MarketsPredispositions• 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
Geographic ConsiderationsArea 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 • 21st 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 20th
• 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
Geographic Considerations
Metro Denver Commuter Statistics• Average one-way commute was 15.11 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
Geographic Considerations
Commute times are on the rise
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
Competition
Within Bicycle Industry:• Trek• Giant• Schwinn• Pi Mobility• Sanyo• Ultra Motors• EcoBike• Bionx
• Electric Motion• DahonOutside Bicycle Industry:• Car Manufacturers• Motorcycle
Manufacturers• Other LEV (Light Electric
Vehicle) Manufacturers• Scooter Manufacturers• City Transportation
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
Products, Pricing & Features
Premium Commuter Bicycle - $5,280Folding 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
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
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
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