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The eBike : A Renewed Look at Transportation

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 21 st century look at an old transportation solution a renewable way to travel

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The eBike : A Renewed Look at Transportation

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  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 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

  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 • EmergingTechnology Weaknesses • Price • Consumer Reluctance • Unknown Brand Name Threats • Economic conditions • Increasing competition • Government regulations

  5. 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

  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 • 21stmost 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

  8. 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

  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 $10,000eBikes 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 • eBikelessons & 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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