track my bike at uppsala university
DESCRIPTION
Track My Bike is a GPS Bike Innovation which got the Faculty Award in the Marketing Challenge at Uppsala University in 2012.TRANSCRIPT
CURRENT SITUATION
• 20% of the Swedish people ride the bike every day.
• 30% of the Swedish people ride the bike every week.
CURRENT SITUATION
• 173000 stolen bikes in 2011 in Sweden.
• Sweden one of the countries with the highest percentage of bicycle theft in the world.
• Thefts has increased with as much as 9 % since 2010.
WHAT ARE THE CURRENT SOLUTIONS?
MARKET SURVEY
• More than 55% of the see their bike as their primary transportation tool.
• 65% interested in add-on app services as performance indicators such as calorie counter or exercise tool.
• 70% trust smartphone or “future internet service rather than police.
the police don't have
time. The police don't really care about my
bike.
The GPS is smarter than the police.
PRODUCT DESCRIPTION
PRODUCT DESCRIPTION
PRODUCT DESCRIPTION
PRODUCT DESCRIPTION
PRODUCT DESCRIPTION
BUSINESS MODEL
TMB-NETWORK
WHO ARE OUR CUSTOMERS?
EVERYONE WITH A BIKE.
FROM THE BIKE USER, THAT KNOWS WHAT KIND OF BIKE THEY WANT…
…TO THE POOR STUDENT CAN’T NOT AFFORD TO LOSE THEIR BIKE
THREE SEGMENTS
1. Sara the Young Student
2. Peter the Young Professional
3. Eva the Older Professional
MARKETING STRATEGIES - INDIVIDUAL VALUES• Functional value
MARKETING STRATEGIES - INDIVIDUAL VALUES• Psychological Value
MARKETING STRATEGIES - INDIVIDUAL VALUES• Social Value
MARKETING STRATEGIES - SOCIETAL VALUES• Society Value
• Environment Value
MARKETING STRATEGIES – RELATIONSHIP MARKETING• Business Partner relationships
• Customer relationships
MARKETING STRATEGIES - POSITIONING AND IDENTITY
• Branding and Design
Ride On!