California State University, Northridge Bicycle Shop Feasibility Analysis
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California State University, Northridge Bicycle Shop Feasibility Analysis Presenters: • Gala Lawrence • Javier Luna April 13, 2011
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California State University, Northridge Bicycle Shop Feasibility Analysis . Presenters: Gala Lawrence Javier Luna. April 13, 2011. Compared to Other Schools. Exploratory Research. Conference Call UC Berkeley Site Visits UC Irvine UC Los Angeles Survey - PowerPoint PPT Presentation
Transcript of California State University, Northridge Bicycle Shop Feasibility Analysis
California State University, Northridge
Bicycle Shop Feasibility Analysis
Presenters: • Gala Lawrence• Javier Luna
April 13, 2011
Compared to Other Schools
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Conference Call UC Berkeley
Site Visits UC Irvine UC Los Angeles
Survey Promoted via USU website & CSUN Bike Collective
Competitor Analysis
Exploratory Research
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Contact at CSUN◦ Joseph Illuminate, USU Associate Director,
Finance & Business Services ◦ Jeremy Hamlett, USU Commercial Services
Manager◦ Jason Wang, USU Associate Executive Director◦ Helen Cox, Director, Institute for Sustainability◦ Kristy Michaud, Transportation Chair,
Sustainability◦ Kevin Lizárraga , USU Marketing Manager◦ Carlos Hernandez, President CSUN Bike
Collective
Exploratory Research
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Health
Initial Survey Factors Environme
nt
Economy
Consumption
Social Involvement
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n = 240 94% were students 58% female, 42% male 6% are international
Survey Demographics
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Most important factors: Economy, Environment
Health conscious
Survey Results
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50%
20%
30%
Students’ Distance to CSUN
1-5 Miles5-10 Miles10 or More Miles
Economy◦ 95% always look for ways to save money◦ 90% agree that riding a bike can save on
transportation costs
Environment◦ 95% agree that riding a bike can help the
environment◦ 78% worry about global warming◦ 94% want to help lower gas emissions around
CSUN
Survey Results
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Consumption◦ 85% would use bicycle repair services on campus◦ 68% want to learn how to repair, improve, or build
their own bike
Social Involvement◦ 86% like doing activities in groups◦ 71% would like to be informed about biking
events
Survey Results
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Bicycle Renting◦ 63% would rent a bike
45% by the semester 26% by the day The remainder would rent either by the hour or by
the month
Survey Results
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Atomic Cycles◦ Van Nuys
Cycle World◦ Northridge
Bicycle Johns◦ Northridge
Competitor Analysis
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Atomic Cycles
Cycle World
Bicycle Johns
Non-profit Subsidiary of the
USU Environmentally
conscious movement
SWOT Analysis - Strengths
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People are lackadaisical Long commuting
distances to campus Lack of good public
transportation system in California
Lack of experience in running a bike shop
No brand equity
Weaknesses
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Bike sharing Educational seminars 50% of students live within 1-5 miles Reducing green house emissions Saving money Available commercial space
Opportunities
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Mass merchant competition Campus size (353 acres) New recreational products Bad economy
Threats
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Services
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Repair
Safety Inspections
Wheel Truing
Tune-Ups
Brake Adjustment
Hub Adjustments/ Overhaul
Bottom Bracket Adjustment/Overhaul
Tire Fixing
Education
al Seminars/ Workshop
s Traffic Laws 101
Beginning Bike Repair Clinic
Advanced Bike Repair Clinic
Services
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Services
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Bicycle Johns
Cycle World
Atomic Cycles
CSUN Bike Shop
Partnership with Local Bike Shops
Rental Service◦ By the semester $60◦ By the week $30◦ By the day $ 8
Accessory Sales◦ Helmets, lights, locks, tubes, repair kit
Services
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Questions Thank you for your time!
Wrap-Up
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