BikeMe, development of a new environmental-friendly public transportation facility

Florent R.

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BikeMe, development of a new environmental-friendly public transportation facility

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Lecture
Résumé
Sommaire
Extraits

Résumé du document

The mission of BikeMe is to establish a healthy, environmental friendly alternative to the existing public transportation system in central London, United Kingdom. The company is formed by five business students from the European Business School and is not officially registered since it is still in the floating stage. The main activity of the company was to transform the business opportunity into a sound business idea through market research and development of a business plan. The main competencies of the founders' lies within their multicultural background (Japan, France and Denmark) and their ability to think and access new opportunities in a creative approach. In summary, BikeMe offers a unique way of advertising in the local society but with a global orientation as the company can use the reference to its sponsorship of environmental friendly transportation facilities in its overall branding strategy.

Sommaire

Company Description
1. Motivation
2. Product
Industry Analysis
1. Definition of both Overall markets
2. Market Size, Growth and Market Trends
3. Customer and Consumer Characteristics
4. Customer and Consumer Needs
5. Purchasing Decision Process
6. Product Positioning
Competitors
1. Profiles of Primary Competitors
2. Competitors' Products and Market Share
3. Competitive Evaluation of Product
4. Future Competitors
Marketing and Sales
1. Product offered, consumers
2. Targeted consumers
3. Pricing, consumers
4. Placing, consumers
5. Promotion, consumers
6. Sales forecast
Operations
1. Product development
2. Development team
3. Product. Service delivery
4. Customer service and support
5. Premises
Risk Analysis
1. Different scenarios evaluated
2. SWOT Analysis
Financial Projections

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Extraits

[...] BikeMe is assuming reasonable set up cost for establishing security system with high quality. Oybike does not work well due to its complicated system. Indeed, the bikes' users have to call the Oybike call centre to hire and to return it and they are previously obliged to register themselves on the Oybike website. Besides, all the bikestand are concentrated in the west of London in a small area, users can not thus use these bikes to ride long distance, for example to reach the centre of London. [...]

[...] That is the only way to compete with the exiting way of transportations and also a good initiative in the transportation. The gratuity does not lead to a loss of interest in the product for several reasons. First of all, according to the conducted survey of the interviewed people do not link gratuity with low quality (BikeMe survey, 2006). Secondly, the gratuity and the launch of this service is more an environmental and healthy benefit for the City of London than a making- profit purpose Pricing, customers By reference to Metrobikes, a company specified in promotion, which refers to a bike service with advertisements on it and a bike driver, the business shows that the Metrobike's one month contract offers putting one advertisement on a bike with driver for £3000. [...]

[...] Between 30 and 80 bikes, the company is considered as a secondary partner. This level of partnership will give such companies space on bike-stands and on the official BikeMe web site to be advertised. Finally, the lowest level of partnership with our customers would be below 40 bikes, this company would therefore be considered as a single partner and their advertisings will be put on BikeMe's bikes Placing, consumers As BikeMe's product refers to an easy and convenience way of public transportation, the location of the product is one of the business' main concerns. [...]

[...] The first service offers to consumers (the bike users) a new health-conscious way of transportation. Secondly, an alternative marketing is offered to local communities (the companies). Therefore, BikeMe is aiming at entering two markets: the transportation one and the outdoor advertising one. Concerning the transportation service provided, the public and business regularly traffic congestion, under-resourced public transport and poor air quality are London's most pressing problems. Therefore BikeMe appears as part of the solution. Indeed, according to the Business Case for cycling in London (January 2004), cycling and walking are recognised as important modes of travel now and in the future Definition of both Overall markets The market of alternative marketing in the local community of London (customers) The advertising market is a significant industry: it forms approximately of the world's GDP (Center for Media Research, June 2006: Internet Advertisement Spending Outspaces Traditional Media Worldwide). [...]

[...] The help of those with a strong interest in cycling is an essential component in making things better. The gains are: safer roads and traffic, reduced congestion, improved health and fitness, improved access to employment, leisure or retail facilities, reduced social exclusion, reduced air and noise pollution, reduced greenhouse gas emissions. National Cycling Strategy Concerning, bicycle habits and use, the current levels of cycling in London are low compared to other European cities. TFL's London Travel Report 2003 shows that of the 26 million trips made everyday in London less than are made by bicycle. [...]

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