Campus Bike Sharing Community (SIS 2011)

8/6/2019 Campus Bike Sharing Community (SIS 2011)

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CAMPUS

BIKE

SHARINGCOMMUNITY Louise, Margot and Nadia



FunFun

EasierEasier

&

W HAT IF? W HAT IF? W HAT IF?The com m ute to class



FunFun

EasierEasier

&

FriendsFriends




FunFun

EasierEasier

&

FriendsFriends

SustainableSustainable

HealthyHealthy

&




You can get involved in a new community based on

sustainable values




You can get involved in a new community based on

sustainable values

A bike share system forstudents to move around campuses




MARKET STOR IES MARKET STOR IES MARKET STOR IES

Innovators

SOBI - So cia l bi c y cl e s

• Social Cyclists find and unlock bikes using

their mobile phones, or unlock them byentering their account information directly into the

keypad on the lockbox.



• Social Cyclists find and unlock bikes using theirmobile phones, or unlock them by entering theiraccount information directly into the keypad on thelockbox.


Innovators

SOBI - So cia l bi c y cl e s

Ha n gzhou s bik

e sha r e

• 60,600 bikes• Bike sharing stations every 100 meters• The first hour is free to users in Hangzhou,followed by 1 yuan ($0.15) for the first hour, 2 yuanthe second hour, and 3 yuan each additional hour.



• To get started quickly: Text the ID number on

the bike you want, and Whip Bikes textsthe lock combination back to you. • One time sign up fee of 14.95, and each ridecosting 50 pence, it fits a students budget. • Offering local businesses the perfectly locally

targeted marketing option, bikes can have ads

on the rear fenders.


Innovators

Whi p Bik e s –

UK uni v er si t y b

ik e sha r e



• To get started quickly: Text the ID number on thebike you want, and Whip Bikes texts the lockcombination back to you. • One time sign up fee of 14.95, and each ridecosting 50 pence, it fits a students budget. • Offering local businesses the perfectly locallytargeted marketing option, bikes can have ads onthe rear fenders.


Innovators

Whi p Bik e s –

UK uni v er si t y b

ik e sha r e

Communi t y c y clin g

c en t er

- P or tla n d

• Founded in 1994, helps broaden access to

bicycling and its benefits through our hands-onprograms, volunteer projects, and neighborhood

bike shop.

• Devoted to training a new generation ofcyclists, Community Cycling Centerdeveloped ongoing Bike Club partnerships withlocal elementary and middle schools, as well aswith other local youth groups.



• RITUAL : Saturday pm. Bike into town, ride back with groceries in back pack.Off for long walk around coast, power yoga, swim, shower, paradise.

Online listeningW hat ?

CONSUM ER STORIES CONSUM ER STORIES CONSUM ER STORIES



• COMPLAIN: At certain times in certain places -such as mornings at local universities - all the racks can beoccupied, making it impossible to return a bike.










• ADVANTAGE:I don’t have to fill it with gas, and itdoesn’t hurt the environment. With a car, you need a parking permit, gas, and it breaks down. I’m a collegestudent and don’t have the money for that.







• ADVANTAGES:I don’t have to fill it with gas, and itdoesn’t hurt the environment. With a car, you need a parking permit, gas, and it breaks down. I’m a collegestudent and don’t have the money for that.

• BENEFITS: biking downtown is often just as quick as taking the subway. Biking has the added benefit of “free” exercise in addition to getting me from point A to point B



Interview s & ObservationsW hat ?






Andrea, 29 years. Chemistry,NYU

«I’m used to bike in

NYC, and I will love to

get a bik e sh ari ng

program»





Jam es, 30 years. Physics. Colum bia

«I prefer w alking but as I

carry a lot of stuff I

w ill be w illing to use

it»

Andrea, 29 years. Chemistry,NYU

«I’m used to bike in

NYC, and I will love to

get a bik e sh ari ng

program»



SEGMENTS

- Subway users

- Pedestrians

- Own Bike users

Conclusions


W hat ?



RITUALS

- Morning

- After school

- Weekend

SEGMENTS

- Subway users

- Pedestrians

- Own Bike users

ConclusionsW hat ?




RITUALS

- Morning

- After school

- Weekend

CULTURE

SEGMENTS

- Subway users

- Pedestrians

- Own Bike users

Conclusions


Online / mobile

Very tech

early adopterssocial

freedom

Body conscious

W hat ?



Campus locationsCampus locations

OPPORTUNITY OPPORTUNITY OPPORTUNITY

Value Proposition




Shared communityShared community


Value Proposition




Shared communityShared community

FlexibilityFlexibility

FreedomFreedom

&


Value Proposition



STRATEGY STRATEGY STRATEGY

How will it wo rk?

Become amember

Pay a feeto sign up

First 30’free

Use IDcard or

phone tounlockbike

Place itany

campusstation

S t u d e nt




How will it wo rk?

Enroll in thesystem

Bikesplacement

Maintenance

S c ho o l




Com m unity site




A da y in the life of…

Wake up

Check bike

availability

While they are

running to the subway

Biking to buy

some groceries



How it will interact?

COMPETITORS COMPETITORS COMPETITORS

N Y C b i k e s har e s y s t e m

S u b w a y / B u

s

Bike o wners



REVENUES REVENUES REVENUES



GROW ING STRATEGY GROW ING STRATEGY GROW ING STRATEGY

Fusion with NYC BikeShare Program

Increase thenumber of

parkstations

Sustainableimpact to

NYC

Increase theamount of

users



THANKS!

Campus Bike Sharing Community (SIS 2011)

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