RushA Better Way To Move…

Seong Paik Timothy Price Javier Robles Denys Serebryakov

GROUP 6

What Is The Problem?

· One of the most common complaints at UTD is parking.

· If students do not arrive early, it is very difficult to find a spot.

· Not only is parking an issue, but getting around campus on foot is a very tedious process.

What do the Students Think?·We recently surveyed 50 UTD students, asking them how satisfied they were with the current parking situation on campus.

· A startling 58% of UTD Students surveyed were not satisfied with parking.

Satisfaction

Highly Sat-isfiedSatisfiedNot SatisfiedN/A

Why does the problem exist?· Constructing new parking lots is very expensive.

· The student body at UTD is growing at a very rapid rate.

· At UTD, there is a high amount of commuters. This translates into a large amount of traffic everyday on campus.

UTD Campus Map

Walk Times:

LOT A:11.16 minutes

WATERVIEW Apartments:9.25 minutes

RES Lot West:19.18 minutes

How do we plan on solving the issue?

RushA Better Way To Move…

RushA Better Way To Move…

∙ Rush is a new, exciting college bike rental service that is focused on making the lives of the students easier.

∙We offer solutions to overcrowded parking lots, and long walks on campus.

∙Rental stations are located in convenient locations throughout campus.

∙UTD ID cards provide quick/efficient access to service, saving students time.

Our business model was inspired by Redbox, our goal is to be the “Redbox” of the bicycle rental industry.

UTD Campus Map Bike Times:

LOT A:3.06 minutes

WATERVIEW Apartments:3.35 minutes

RES Lot West:3.5 minutes

SWOT Analysis

RushA Better Way To Move…

StrengthsWeaknesses

Opportunities

Threats

Strengths∙ We are the only Bike Rental Service on the UTD Campus, no direct competition.

∙ Our system is simple and user-friendly. It’s designed to make the transaction fast, allowing our customers to get on there way.

∙ We only offer one type of bicycle. This prevents any potential hassles when selecting a bicycle.

∙ Our business is exposed to a large group of potential customers. The UTD student body is approximately 20, 000 people.

Rental accounts are linked to UTD Student Accounts, providing theft prevention.

Weaknesses∙ Not all students are comfortable riding bicycles .

∙ While we feel that our streamline selection process will speed up the transactions, some of our customers prefer having a wide selection of bicycles.

∙ Customers will have limited interaction with an actual person (Automated Rental Stations), some people prefer face-to-face transactions.

∙ The bicycles are maintinence intensive. They will have to be inspected regularly for flat tires, faulty breaks, broken seats etc.

Opportunities∙ Major college campuses across the world could benefit from a system like “Rush”. The opportunity for growth is great.

Threats∙ UTD does offer buses, and shuttles.

∙ Some students already have bicycles, which lowers our potential amount of customers. Of the students surveyed, 21% already owned a bicycle.

UTD Students with Bicycles Own Bi-

cycleDon't Own Bicycle

Market Segments

UTD students and faculty

Long-distance walkers

from parking lots

“Dorm Walkers”

“Recreational Riders”

Buyers with different needs. (Market) Groups of

potential buyers with common needs.

(Target Segments)

Marketing Mix (4 P’s)

RushA Better Way To Move…

We analyzed the strategy for our business, using the 4 P’s of Marketing

- Price- Place

- Promotion - Product

Price∙ Our customers are students. For our business to be a success, it MUST be affordable. In order to find what amount UTD students are willing to pay, we conducted a survey that yielded the following.

1 2 3 4 50

20406080

100Demand and Price Per

HourPercentage of Students willing to Pay

Price Per Hour

Best Price:$2 Per Hour

75 % of Students Willing to Pay

Place∙Our main focus for the place of our business is the UTD campus

∙We will be installing convenient and strategically placed rental stations through the campus to maximize customer satisfaction

∙Regardless of parking location a bike rental station will be within reach.

Map of Rental Stations:

Site of Automated Rental Station

20 Rental Stations placed around the entire UTD Campus.

Promotion• Posters

• Flyers

• Social Media Campaign

• Recognizable Bikes Provide Brand Awareness

Product• Color: “Our customers can choose any color they

want as long as it’s orange.” Bike Color inspired by Henry Ford Philosophy

ColorBlueYellowGreenOrange

Bicycle StyleMountain BikeRoad BikeCruiser

As dictated by our customers needs, we will stock Orange Mountain Bikes.

Q&A