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