California State University, Northridge Bicycle Shop Feasibility Analysis

California State University, Northridge

Bicycle Shop Feasibility Analysis

Presenters: • Gala Lawrence• Javier Luna

April 13, 2011

Compared to Other Schools

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Conference Call UC Berkeley

Site Visits UC Irvine UC Los Angeles

Survey Promoted via USU website & CSUN Bike Collective

Competitor Analysis

Exploratory Research

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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

Exploratory Research

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Health

Initial Survey Factors Environme

nt

Economy

Consumption

Social Involvement

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

Survey Demographics

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Most important factors: Economy, Environment

Health conscious

Survey Results

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50%

20%

30%

Students’ Distance to CSUN

1-5 Miles5-10 Miles10 or More Miles

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

Survey Results

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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

Survey Results

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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

Survey Results

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Atomic Cycles◦ Van Nuys

Cycle World◦ Northridge

Bicycle Johns◦ Northridge

Competitor Analysis

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Atomic Cycles

Cycle World

Bicycle Johns

Non-profit Subsidiary of the

USU Environmentally

conscious movement

SWOT Analysis - Strengths

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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

Weaknesses

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

Opportunities

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

Threats

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Services

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Repair

Safety Inspections

Wheel Truing

Tune-Ups

Brake Adjustment

Hub Adjustments/ Overhaul

Bottom Bracket Adjustment/Overhaul

Tire Fixing

Education

al Seminars/ Workshop

s Traffic Laws 101

Beginning Bike Repair Clinic

Advanced Bike Repair Clinic

Services

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Services

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Bicycle Johns

Cycle World

Atomic Cycles

CSUN Bike Shop

Partnership with Local Bike Shops

Rental Service◦ By the semester $60◦ By the week $30◦ By the day $ 8

Accessory Sales◦ Helmets, lights, locks, tubes, repair kit

Services

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Questions Thank you for your time!

Wrap-Up

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