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
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CURRENT SITUATION
• 20% of the Swedish people ride the bike every day.
• 30% of the Swedish people ride the bike every week.
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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.
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WHAT ARE THE CURRENT SOLUTIONS?
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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.
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PRODUCT DESCRIPTION
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PRODUCT DESCRIPTION
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PRODUCT DESCRIPTION
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PRODUCT DESCRIPTION
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PRODUCT DESCRIPTION
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BUSINESS MODEL
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TMB-NETWORK
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WHO ARE OUR CUSTOMERS?
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EVERYONE WITH A BIKE.
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FROM THE BIKE USER, THAT KNOWS WHAT KIND OF BIKE THEY WANT…
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…TO THE POOR STUDENT CAN’T NOT AFFORD TO LOSE THEIR BIKE
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THREE SEGMENTS
1. Sara the Young Student
2. Peter the Young Professional
3. Eva the Older Professional
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MARKETING STRATEGIES - INDIVIDUAL VALUES• Functional value
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MARKETING STRATEGIES - INDIVIDUAL VALUES• Psychological Value
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MARKETING STRATEGIES - INDIVIDUAL VALUES• Social Value
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MARKETING STRATEGIES - SOCIETAL VALUES• Society Value
• Environment Value
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MARKETING STRATEGIES – RELATIONSHIP MARKETING• Business Partner relationships
• Customer relationships
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MARKETING STRATEGIES - POSITIONING AND IDENTITY
• Branding and Design
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Ride On!