SlideShare uma empresa Scribd logo
1 de 15
Baixar para ler offline
Suelta Bikepacking Adventures
Surrender to your greatest bikepacking adventure
Interviews since last class: 59
Total interviews to date: 105
Christine Bancroft, Harrison Freund, Nikki Holzberg, Carlos Ortiz, Madison Skinner
DAY 1:
Key Partners
● Bikepacking.com – routes,
marketing, resources
● Bike tour companies,
mountaineering clubs,
outdoors clubs - strategic
alliance
● Warmshowers.com -
marketing
● Bikepackingsummit.com –
marketing, community-
building
● Local bike shops that carry
bikepacking bikes –
marketing, championing,
potential distributors
● Original equipment
manufacturers (OEMs)
(e.g., tents, bikes, etc.) -
suppliers
● Shopify for creating online
platform - shipping,
marketing, point of sales
● Unofficial brand
ambassadors – brand
promotion
● QBP - supplier
● Bikeflights.com - logistics
Key Activities
● Rental delivery: provide all
the necessary tools and
gear for a bikepacking trip
(dependent on duration,
location, season, weather)
● Education: concise
effective “how to” videos to
support, teach, empower
Value Proposition
Problem: Bikepacking is extremely
expensive and planning-intensive.
Potential customers curious about
bikepacking are wary to make the
financial investment in something
they may do once or a few times, and
are daunted by the numerous
unknowns.
Where Suelta Bikepacking
Adventures comes in: Suelta
makes bikepacking accessible to
both new and seasoned bikepackers
by renting 100% of gear required for
a bikepacking trip at an affordable
price. Customers enjoy an easy and
clear online ordering experience.
Suelta delivers their box of gear
directly to their homes. Suelta’s
website provides best-in-class
educational resources that enable
customers to educate themselves on
bikepacking and bike maintenance.
Customer Relationships
● Self-service via educational
website
● In case of order problem,
contact directly via email
(or phone?)
Customer Segments
● B2B: Colorado Mountain
Club, Appalachian
Mountain Club, bike tour
companies (similar to
Backroads), etc.
● B2C:
● Outdoor enthusiasts who
have not yet bikepacked
● “The Eat Pray Love
Woman” - Modern,
adventurist, independent
woman, 22 – 65 yo
● Silicon Valley Technie - 25
– 45 yo, ride their bikes
every weekend into Marin
and obsessive about
Strava, looking for the
“next thing”
● Midtown Manhattanite
looking to escape the city
for a weekend, Central
Park is no longer enough -
thinks they are “outdoorsy”
● The Recent Retiree,
newfound freedom,
contemplating bikepacking
vs. bike touring
Key Resources
● Unofficial brand
ambassadors (Yeti
example)
● Inventory: rent or own?
● Finance: how to finance
inventory if owned? How to
get ideal payment terms to
bridge time gap between
paying suppliers and
receiving payment from
customers?
Channels
● D2C (REI is a competitor)
via inbound website sales
● Partner stores (bike shops)
● Bikeflights.com – shipment
and logistics
Cost Structure
● Goal to simplify cost structure
● Partner with small local brands to received cheaper inventory
● OEM rentals - bikes & tents (via QBP)
● Rent or own? Work directly with QBP or rent through them? Offer
everything you need
● Shipping costs for D2C?
● Centralization / Hub & spoke? Regionalization vs quality control?
Revenue Streams
● Buy to own optionality
● B2B partnerships with Mountain Clubs
● Revenue segments by geography, road / mountain, beginner / advanced, season
Day 1 to Day 2: What We Learned
● Listening to what customers want and need is
harder than you think - asking open ended
question is critical
● Quantity matters to identify signal from noise
(e.g., # of people you speak to)
● It’s never too early to think about TAM: what
are possible business models, who are all
possible customer types, what are analogous
companies and how do they work? Answering
these questions helped us narrow down our
concept for Day 2
Key Partners
● Bikepacking.com – routes,
marketing, resources
● Bike tour companies,
mountaineering clubs, outdoors
clubs - strategic alliance
● Warmshowers.com -
marketing *emphasized value
of this organization
● Bikepackingsummit.com –
marketing, community-building
● Local bike shops that carry
bikepacking bikes – marketing,
championing, potential
distributors
● Original equipment
manufacturers (OEMs) (e.g.,
tents, bikes, etc.) - suppliers
● Shopify for creating online
platform - shipping, marketing,
point of sales
● Unofficial brand ambassadors
– brand promotion
● QBP - supplier
● Bikeflights.com - logistics
Key Activities
● Rental delivery: provide all the
necessary tools and gear for a
bikepacking trip (dependent on
duration, location, season,
weather)
● Community: online,
interactive, forum, crucial for
targeting beginners, connecting
ppl - unclear what form this
looks like
● Education: concise effective
“how to” videos to support,
teach, empower **
Value Proposition
Problem: Bikepacking is extremely
expensive and planning-intensive.
Potential customers curious about
bikepacking are wary to make the financial
investment in something they may do once
or a few times, and are daunted by the
numerous unknowns.
Where Suelta Bikepacking Adventures
comes in: Suelta makes bikepacking
accessible to both new and seasoned
bikepackers by renting 100% of gear
required for a bikepacking trip at an
affordable price. Customers enjoy an easy
and clear online ordering experience.
Suelta delivers their box of gear directly to
their homes. Suelta’s website provides
best-in-class educational resources that
enable customers to educate themselves
on bikepacking and bike maintenance.
Customer Relationships
● Self-service via educational
website
● In case of order problem,
contact directly via email (or
phone or immediate texting?)
Customer Segments
● B2B: Colorado Mountain Club,
Appalachian Mountain Club,
bike tour companies (similar to
Backroads), etc.
● B2B: bike shops that host
overnighter bikepack trips - we
supply their participants who
don’t have own gear
● B2C:
● Outdoor enthusiasts who have
not yet bikepacked
● “The Eat Pray Love Woman” -
Modern, adventurist,
independent woman, 22 – 65
yo
● Silicon Valley Technie - 25 – 45
yo, ride their bikes every
weekend into Marin and
obsessive about Strava,
looking for the “next thing”
● Midtown Manhattanite looking
to escape the city for a
weekend, Central Park is no
longer enough - thinks they are
“outdoorsy”
● The Recent Retiree, newfound
freedom, ikepacking vs. bike
touring (keep exploring?)
Key Resources
● Unofficial brand ambassadors
(Yeti example)
● Inventory: rent or own?
● Finance: how to finance
inventory if owned? How to get
ideal payment terms to bridge
time gap between paying
suppliers and receiving
payment from customers?
● Cleaners / repair - between
trips
● Inventory mgmt software
Channels
● D2C (REI is a competitor) via
inbound website sales
● Partner stores (bike shops)
● Bikeflights.com – shipment and
logistics
● Social Media - Instagram
Cost Structure
● Partner with small local brands to received cheaper inventory
● OEM rentals - bikes & tents (via QBP) - first timer beginner inventory
● Rent or own? Work directly with QBP or rent through them? Offer everything
you need
● Shipping costs for D2C?
Revenue Streams
● Buy to own optionality
● B2B partnerships with Mountain Clubs
● Revenue segments by geography, road / mountain, beginner / advanced, season
DAY 2:
3 pivots:
1. B2C → B2B (Rentals)
2. B2B → B2C (Rentals)
3. Rentals → Tour Guide Co.
Key Insights:
● Flexibility
● Responding to feedback from customer
● Not getting married to one idea
*These became consistent themes throughout the
week
Day 2 to Day 3: What We Learned
Key Partners
Warmshowers.com - marketing
*emphasized value of this organization
Bikepackingsummit.com – marketing,
community-building
Local bike shops that carry bikepacking
bikes – marketing, championing, potential
distributors
Original equipment manufacturers (OEMs)
(e.g., tents, bikes, etc.) - suppliers
Shopify for creating online platform -
shipping, marketing, point of sales
Unofficial brand ambassadors – brand
promotion
QBP - supplier
Bikeflights.com - logistics
Bikepacking.com – routes, marketing,
resources
Bike tour companies, mountaineering
clubs, outdoors clubs - strategic alliance
Key Activities
Touring: Provide end-to-end tours
Rental: provide all the necessary tools and
gear for a bikepacking trip (dependent on
duration, location, season, weather)
Community: online, interactive, forum,
crucial for targeting beginners, connecting
ppl - unclear what form this looks like
Education: concise effective “how to”
videos to support, teach, empower **
Value Proposition
Suelta makes bikepacking accessible to
both new and seasoned bikepackers by
renting 100% of gear required for a
bikepacking trip at an affordable price.
Customers enjoy an easy and clear online
ordering experience. Suelta delivers their
box of gear directly to their homes.
Suelta’s website provides best-in-class
educational resources that enable
customers to educate themselves on
bikepacking and bike maintenance.
Suelta makes bikepacking accessible to
both new and seasoned bikepackers by
offering all-inclusive bikepacking trips in
the SE Blue Ridge mountains out of
Asheville, NC. Suelta rents 100% of the
bikepacking and camping gear, plans the
itinerary, cooks guests a fantastic healthy
food at camp, and provides vehicular
support for those guests who do not want
to carry all their gear.
Kind of the Backroads for millennials and
GenX (25-45 year olds who want a more
down-to-earth, outdoorsy, glampy,
community-driven, healthy, not fancy
bikepack adventure. Same people who like
fancy camper vans and elegant treehouse)
Customer Relationships
Self-service via educational website
In case of order problem, contact directly
via email (or phone or immediate texting?)
Very hands-on service - available by
phone
Experiential and community-building, so
very personal
Instagram messages and comments are
responded personally
Technology and smart emails
Customer Segments
B2C types:
1. Never-gone-bikepacking
people who like the outdoors
2. Bikepacker enthusiasts
looking for community to
ride with
3. Biking enthusiasts who have
never gone bikepacking
“The Eat Pray Love Woman” - Modern,
adventurist, independent woman, 22 – 65
yo
Silicon Valley Techie - 25 – 45 yo, ride
their bikes every weekend into Marin and
obsessive about Strava, looking for the
“next thing”
Midtown Manhattanite looking to escape
the city for a weekend, Central Park is no
longer enough - thinks they are
“outdoorsy”
The Recent Retiree, newfound freedom,
ikepacking vs. bike touring (keep
exploring?)
B2B: Colorado Mountain Club,
Appalachian Mountain Club, bike tour
companies (similar to Backroads), etc.
B2B: bike shops that host overnighter
bikepack trips - we supply their participants
who don’t have own gear
Key Resources
Own inventory - bicycle fleet, gear fleet,
potentially a place to sleep for guests
(investigating this vs. camping)
First-aid trained trip leaders
Finance: how to finance all fixed costs
when business doesn’t run every day of
the year inventory if owned? How to get
ideal payment terms to bridge time gap
between paying suppliers and receiving
payment from customers?
Unofficial brand ambassadors (Yeti
example)
Inventory mgmt software
Channels
D2C (REI is a competitor) via inbound
website sales
Partner stores (bike shops)
Bikeflights.com – shipment and logistics
Social Media - Instagram
Social Media is critical
Advertise via bicycle shops that focus on
bikepacking and traditional bike shops,,
annual bikepacking summit,
bikepacking.com, Airbnb experiences, tour
guide aggregators, warmshowers.com
Cost Structure
Partner with small local brands to received cheaper inventory
OEM rentals - bikes & tents (via QBP) - first timer beginner inventory
Rent or own? Work directly with QBP or rent through them? Offer everything you need
Shipping costs for D2C?
Fixed costs: potentially rent for the place we sleep, vehicle, fleet of bikes and gear
Variable costs: food costs, salaries of trip leaders,
Revenue Streams
Customers pay premium for end-to-end service
Selling old parts
Bikepack gear sales (we skim a percentage)
Buy to own optionality
B2B partnerships with Mountain Clubs
Revenue segments by geography, road / mountain, beginner / advanced, season
DAY 3:
● Rapidfire survey helped us to identify features we
didn’t know were important
○ The features we thought were the most
important weren’t, and there were others (like
cultural activities) that we hadn’t anticipated
being priorities
● Developed MVP - two sample itineraries and further
distilled customer segments
Day 3 to Day 4: What We Learned
Survey Results
Day 3 MVP - 2 itineraries with unique value propositions
Option 1: Outdoorsy, educational Option 2: Rustic comfort
To drive rapid feedback and MVP development, we
developed a 4 question survey, receiving 58 results in 1.5
hours (Rapidfire hypothesis testing)
Survey Insights Takeaway
85% would be interested in bikepacking, but most would
not be comfortable bikepacking on their own
● People are interested in bikepacking!
● Community is key (consistent with interviews and
survey insights) - need to unpack what “community”
looks like for customers
80% of respondents don’t want a daily seminar. ● Further pressure-test the importance of education in
interviews
● Investigate the idea of having specific trips (not all
trips) geared towards beginners with heavy emphasis
on education
2:1 don’t care about food This is insightful given that our assumption was really good
food would be a differentiator. We will specifically pressure-
test this with customers.
Cultural activities as well as visits to local breweries and
farms were highly ranked
We should explore tour routes with access to a wide variety
of places to try food and drink
Key Partners
Warmshowers.com - marketing
*emphasized value of this organization
Bikepackingsummit.com – marketing,
community-building
Local bike shops that carry bikepacking
bikes – marketing, championing, potential
distributors
Original equipment manufacturers (OEMs)
(e.g., tents, bikes, etc.) - suppliers
Shopify for creating online platform -
shipping, marketing, point of sales
Unofficial brand ambassadors – brand
promotion
QBP - supplier
Bikeflights.com - logistics
Bikepacking.com – routes, marketing,
resources
Bike tour companies, mountaineering
clubs, outdoors clubs - strategic alliance
WTF Explorers Bike group
Bikepacking Routes - mapped routes put
into sections
Key Activities
Touring: Provide end-to-end tours, with a
focus on community building
Rental: provide all the necessary tools and
gear for a bikepacking trip (dependent on
duration, location, season, weather)
Education: provide daily seminars on
bikepack / bike maintenance info
Community: online, interactive, forum,
crucial for targeting beginners, connecting
ppl - unclear what form this looks like
Education: concise effective “how to”
videos to support, teach, empower **
Value Proposition
Suelta makes bikepacking accessible to
both new and seasoned bikepackers by
offering all-inclusive bikepacking trips in
the SE Blue Ridge mountains out of
Asheville, NC. Suelta rents 100% of the
bikepacking and camping gear, plans the
itinerary, cooks guests a fantastic healthy
food at camp, and provides vehicular
support. We build community by bringing
bikepack enthusiasts and new bikepackers
together, and embodying and teaching the
values of inclusivity, responsible travel and
adventure.
Kind of the Backroads for millennials and
GenX (25-45 year olds who want a more
down-to-earth, outdoorsy, glampy,
community-driven, healthy, not fancy
bikepack adventure. Same people who like
fancy camper vans and elegant treehouse)
Suelta makes bikepacking accessible to both new
and seasoned bikepackers by renting 100% of
gear required for a bikepacking trip at an
affordable price. Customers enjoy an easy and
clear online ordering experience. Suelta delivers
their box of gear directly to their homes.
Customer Relationships
Self-service via educational website
In case of order problem, contact directly
via email (or phone or immediate texting?)
Get: social media marketing (Instagram
messages), inbound, partnerships
Keep: great customer experiences,
experiential and community-building, highly
personal
Grow: email marketing to drive continued
relationships, referral programs, upselling,
cross-selling opportunities, very hands-on
service - available by phone
Customer Segments
B2C:
Multiple customer types:
Never-gone-bikepacking people who
like the outdoors and want to learn
bikepacking
Bikepacker enthusiasts looking for
community to ride with
Biking enthusiasts who have never
gone bikepacking and don’t necessarily
care to learn to bikepack, values
comfort
“The Eat Pray Love Woman” - Modern,
adventurist, independent woman, 22 – 65
yo
Silicon Valley Techie - 25 – 45 yo, ride
their bikes every weekend into Marin and
obsessive about Strava, looking for the
“next thing”
Midtown Manhattanite looking to escape
the city for a weekend, Central Park is no
longer enough - thinks they are
“outdoorsy”
The Recent Retiree, newfound freedom,
ikepacking vs. bike touring (keep
exploring?)
B2B: Colorado Mountain Club,
Appalachian Mountain Club, bike tour
companies (similar to Backroads), etc.
B2B: bike shops that host overnighter
bikepack trips - we supply their participants
who don’t have own gear
Key Resources
Own inventory - bicycle fleet, gear fleet,
potentially a place to sleep for guests
(investigating this vs. camping)
First-aid trained trip leaders
Finance: how to finance all fixed costs
when business doesn’t run every day of
the year inventory if owned? How to get ideal
payment terms to bridge time gap between paying
suppliers and receiving payment from customers?
Unofficial brand ambassadors (Yeti
example)
Inventory mgmt software
Channels
Primary channel: web/online, driving
potential customers to social media and
website
Social Media - Instagram
Advertise via bicycle shops that focus on
bikepacking and traditional bike shops,,
annual bikepacking summit,
bikepacking.com, Airbnb experiences, tour
guide aggregators, warmshowers.com
D2C (REI is a competitor) via inbound website
sales
Partner stores (bike shops)
Bikeflights.com – shipment and logistics
Cost Structure
● Partner with small local brands to received cheaper inventory
● OEM rentals - bikes & tents (via QBP) - first timer beginner inventory
● Rent or own? Work directly with QBP or rent through them? Offer everything
you need
● Shipping costs for D2C?
● Fixed costs: potentially rent for the place we sleep, vehicle, fleet of bikes and
gear
● Variable costs: food costs, salaries of trip leaders,
Revenue Streams
● Customers pay premium for end-to-end service
● Selling old parts
● Bikepack gear sales (we skim a percentage)
● Buy to own optionality
● B2B partnerships with Mountain Clubs
● Revenue segments by geography, road / mountain, beginner / advanced, season
DAY 4:
Last 24 Hours: Two MVP Experiments
1. General public:
Present MVP sample itinerary in person on campus + Soho REI
1. Slack:
Trip offered to CBS students via slack
1. MVP v3 Testing: findings & key takeaways
Showed MVP v3 itinerary to people on campus and in REI
Total Conversations: 48
● Total Yes: 19 (40%)
● Total No: 29 (60%)
Key Feedback:
- Too expensive (note: majority of interviewees were students → less
expensive camping trip can be offered to this customer segment)
- Concern about group of strangers→ interest in going with a friend(s)
- Respondents would be interested in a more “exotic” location - a place
they wouldn’t feel comfortable traveling on their own
- Expectations for fitness level need to be clear before signing up
- Respondents that weren’t bikers would not go on the trip, think their biker
friends/family would be very inclined to
- Itinerary was liked among most respondents
*Itinerary v3 = bikepacking, staying at B&B’s (no camping), $275/day → caters
to most common customer segment identified from yesterday’s online survey
2. Actual Trip Offering to CBS Students
Posted actual bikepack trip for April
25-26 on CBS Student Slack
Channel (9:52pm):
❖ 8 students confirming
attendance by 12pm today
❖ 12 Likes on post
` `
So here we are Day 5… “Why?” to “What?” to “How?”
● Bikepacking tour and rental company that provides a
variety of tours for different customer segments -
ranging from offroads camping to rustic comfort
cultural getaways
● Mid/low-end price point means we can cater to a
different type of audience than other bike touring
companies and make bikepacking accessible to all
● Need to offer more high-end trips to generate revenue
and compensate for the low-price trips;
● Creates upsell opportunities: customer starts with
youth trip → mid-20s camping trip → mid-30s
international rustic comfortable
● Provide culture and community, delivering on
authentic experiences that millennials and Gen Z’ers
crave
● Provide entry point for those interested in bikepacking
but too intimidated to plan on their own
The “Why”
Bikepacking?
The “What?”
The “How?”
❏ How profitable is this
business?
❏ Interviewing analogous
tour companies?
❏ Understand cost
structure of other
touring/rental services
Insights from the Week
● Interpreting results & iterating based on customer discovery > judging results
● Rewards open listening / doesn’t reward “being right”
● When to use different forms of customer development to not get stuck
● Understanding when to use different data gathering strategies. ex - surveys
for rapidfire insights complement in-depth interviews
● Important to maintain founder vision + iterate based on customer feedback
● Art of asking open-ended questions + art of shutting up
● Going into a call both directed and flexible to hear unexpected insights
● Exploring the Why & the What before the How

Mais conteúdo relacionado

Semelhante a Suelta bikepacking adventures Columbia Univ 2020

Marketing plan for metro bikes group_09
Marketing plan for metro bikes group_09Marketing plan for metro bikes group_09
Marketing plan for metro bikes group_09Prashant Sharma
 
Chipago pitch deck 3 en1
Chipago pitch deck 3 en1Chipago pitch deck 3 en1
Chipago pitch deck 3 en1Dominikus Salim
 
Chipago pitch deck 3 en1
Chipago pitch deck 3 en1Chipago pitch deck 3 en1
Chipago pitch deck 3 en1Dominikus Salim
 
Pebs2016 workshop bike share for employers - grassroots to large scale
Pebs2016 workshop   bike share for employers - grassroots to large scalePebs2016 workshop   bike share for employers - grassroots to large scale
Pebs2016 workshop bike share for employers - grassroots to large scaleScottabarrow
 
Product Development (Dhoom Cycles) By students of SVS College Bantwal
Product Development (Dhoom Cycles) By students of SVS College BantwalProduct Development (Dhoom Cycles) By students of SVS College Bantwal
Product Development (Dhoom Cycles) By students of SVS College BantwalVishnu Pujari
 
1. It is important to first establish your own ethical code. What .docx
1. It is important to first establish your own ethical code. What .docx1. It is important to first establish your own ethical code. What .docx
1. It is important to first establish your own ethical code. What .docxjeremylockett77
 
Doki ENGR245 Lean LaunchPad Stanford 2018
Doki ENGR245 Lean LaunchPad Stanford 2018Doki ENGR245 Lean LaunchPad Stanford 2018
Doki ENGR245 Lean LaunchPad Stanford 2018Stanford University
 
Sobi- Social Bicycles B2B marketing plan
Sobi- Social Bicycles B2B marketing planSobi- Social Bicycles B2B marketing plan
Sobi- Social Bicycles B2B marketing planAvril Shih-Ching Chang
 
Cyclistic bike share case study
Cyclistic bike share case studyCyclistic bike share case study
Cyclistic bike share case studyUvaisM2
 
WCA eCommerce Plug & Play Last Mile Concept
WCA eCommerce Plug & Play Last Mile ConceptWCA eCommerce Plug & Play Last Mile Concept
WCA eCommerce Plug & Play Last Mile ConceptKaitlyn Mode
 
A Summary On Pedalworks
A Summary On PedalworksA Summary On Pedalworks
A Summary On PedalworksDotha Keller
 
Cocoon case smallsize
Cocoon case smallsizeCocoon case smallsize
Cocoon case smallsizeAP DealFlow
 

Semelhante a Suelta bikepacking adventures Columbia Univ 2020 (20)

Marketing plan for metro bikes group_09
Marketing plan for metro bikes group_09Marketing plan for metro bikes group_09
Marketing plan for metro bikes group_09
 
Chipago pitch deck 3 en1
Chipago pitch deck 3 en1Chipago pitch deck 3 en1
Chipago pitch deck 3 en1
 
Chipago pitch deck 3 en1
Chipago pitch deck 3 en1Chipago pitch deck 3 en1
Chipago pitch deck 3 en1
 
Pebs2016 workshop bike share for employers - grassroots to large scale
Pebs2016 workshop   bike share for employers - grassroots to large scalePebs2016 workshop   bike share for employers - grassroots to large scale
Pebs2016 workshop bike share for employers - grassroots to large scale
 
Product Development (Dhoom Cycles) By students of SVS College Bantwal
Product Development (Dhoom Cycles) By students of SVS College BantwalProduct Development (Dhoom Cycles) By students of SVS College Bantwal
Product Development (Dhoom Cycles) By students of SVS College Bantwal
 
Differentiation and Positioning
Differentiation and PositioningDifferentiation and Positioning
Differentiation and Positioning
 
1. It is important to first establish your own ethical code. What .docx
1. It is important to first establish your own ethical code. What .docx1. It is important to first establish your own ethical code. What .docx
1. It is important to first establish your own ethical code. What .docx
 
Revsmart Pitchdeck
Revsmart PitchdeckRevsmart Pitchdeck
Revsmart Pitchdeck
 
Doki ENGR245 Lean LaunchPad Stanford 2018
Doki ENGR245 Lean LaunchPad Stanford 2018Doki ENGR245 Lean LaunchPad Stanford 2018
Doki ENGR245 Lean LaunchPad Stanford 2018
 
Bike panda
Bike pandaBike panda
Bike panda
 
MSN EVENTS - SOUTH
MSN EVENTS - SOUTH MSN EVENTS - SOUTH
MSN EVENTS - SOUTH
 
Sobi- Social Bicycles B2B marketing plan
Sobi- Social Bicycles B2B marketing planSobi- Social Bicycles B2B marketing plan
Sobi- Social Bicycles B2B marketing plan
 
Content Marketing
Content Marketing Content Marketing
Content Marketing
 
Cyclistic bike share case study
Cyclistic bike share case studyCyclistic bike share case study
Cyclistic bike share case study
 
Cycling Bachelors
Cycling BachelorsCycling Bachelors
Cycling Bachelors
 
WCA eCommerce Plug & Play Last Mile Concept
WCA eCommerce Plug & Play Last Mile ConceptWCA eCommerce Plug & Play Last Mile Concept
WCA eCommerce Plug & Play Last Mile Concept
 
MyCycle Kent
MyCycle KentMyCycle Kent
MyCycle Kent
 
A Summary On Pedalworks
A Summary On PedalworksA Summary On Pedalworks
A Summary On Pedalworks
 
Cocoon case smallsize
Cocoon case smallsizeCocoon case smallsize
Cocoon case smallsize
 
Avanturaa choppers
Avanturaa choppersAvanturaa choppers
Avanturaa choppers
 

Mais de Stanford University

Team Networks - 2022 Technology, Innovation & Great Power Competition
Team Networks  - 2022 Technology, Innovation & Great Power CompetitionTeam Networks  - 2022 Technology, Innovation & Great Power Competition
Team Networks - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries  - 2022 Technology, Innovation & Great Power CompetitionTeam LiOn Batteries  - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Quantum - 2022 Technology, Innovation & Great Power Competition
Team Quantum  - 2022 Technology, Innovation & Great Power CompetitionTeam Quantum  - 2022 Technology, Innovation & Great Power Competition
Team Quantum - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
Team Disinformation  - 2022 Technology, Innovation & Great Power CompetitionTeam Disinformation  - 2022 Technology, Innovation & Great Power Competition
Team Disinformation - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Wargames - 2022 Technology, Innovation & Great Power Competition
Team Wargames  - 2022 Technology, Innovation & Great Power CompetitionTeam Wargames  - 2022 Technology, Innovation & Great Power Competition
Team Wargames - 2022 Technology, Innovation & Great Power CompetitionStanford University
 
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
Team Acquistion  - 2022 Technology, Innovation & Great Power Competition Team Acquistion  - 2022 Technology, Innovation & Great Power Competition
Team Acquistion - 2022 Technology, Innovation & Great Power Competition Stanford University
 
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Stanford University
 
Altuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedAltuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedStanford University
 
Invisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedInvisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedStanford University
 
ānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learnedānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons LearnedStanford University
 
Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Stanford University
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Stanford University
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Stanford University
 
Team Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionTeam Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionTeam Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionTeam Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionTeam Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionTeam Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionStanford University
 
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Stanford University
 
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberLecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberStanford University
 

Mais de Stanford University (20)

Team Networks - 2022 Technology, Innovation & Great Power Competition
Team Networks  - 2022 Technology, Innovation & Great Power CompetitionTeam Networks  - 2022 Technology, Innovation & Great Power Competition
Team Networks - 2022 Technology, Innovation & Great Power Competition
 
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries  - 2022 Technology, Innovation & Great Power CompetitionTeam LiOn Batteries  - 2022 Technology, Innovation & Great Power Competition
Team LiOn Batteries - 2022 Technology, Innovation & Great Power Competition
 
Team Quantum - 2022 Technology, Innovation & Great Power Competition
Team Quantum  - 2022 Technology, Innovation & Great Power CompetitionTeam Quantum  - 2022 Technology, Innovation & Great Power Competition
Team Quantum - 2022 Technology, Innovation & Great Power Competition
 
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
Team Disinformation  - 2022 Technology, Innovation & Great Power CompetitionTeam Disinformation  - 2022 Technology, Innovation & Great Power Competition
Team Disinformation - 2022 Technology, Innovation & Great Power Competition
 
Team Wargames - 2022 Technology, Innovation & Great Power Competition
Team Wargames  - 2022 Technology, Innovation & Great Power CompetitionTeam Wargames  - 2022 Technology, Innovation & Great Power Competition
Team Wargames - 2022 Technology, Innovation & Great Power Competition
 
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
Team Acquistion  - 2022 Technology, Innovation & Great Power Competition Team Acquistion  - 2022 Technology, Innovation & Great Power Competition
Team Acquistion - 2022 Technology, Innovation & Great Power Competition
 
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition Team Climate Change - 2022 Technology, Innovation & Great Power Competition
Team Climate Change - 2022 Technology, Innovation & Great Power Competition
 
Altuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons LearnedAltuna Engr245 2022 Lessons Learned
Altuna Engr245 2022 Lessons Learned
 
Invisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons LearnedInvisa Engr245 2022 Lessons Learned
Invisa Engr245 2022 Lessons Learned
 
ānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learnedānanda Engr245 2022 Lessons Learned
ānanda Engr245 2022 Lessons Learned
 
Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef Gordian Knot Center Roundtable w/Depty SecDef
Gordian Knot Center Roundtable w/Depty SecDef
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
 
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
Team Army venture capital - 2021 Technology, Innovation & Great Power Competi...
 
Team Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power CompetitionTeam Catena - 2021 Technology, Innovation & Great Power Competition
Team Catena - 2021 Technology, Innovation & Great Power Competition
 
Team Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power CompetitionTeam Apollo - 2021 Technology, Innovation & Great Power Competition
Team Apollo - 2021 Technology, Innovation & Great Power Competition
 
Team Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power CompetitionTeam Drone - 2021 Technology, Innovation & Great Power Competition
Team Drone - 2021 Technology, Innovation & Great Power Competition
 
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power CompetitionTeam Short Circuit - 2021 Technology, Innovation & Great Power Competition
Team Short Circuit - 2021 Technology, Innovation & Great Power Competition
 
Team Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power CompetitionTeam Aurora - 2021 Technology, Innovation & Great Power Competition
Team Aurora - 2021 Technology, Innovation & Great Power Competition
 
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
Team Conflicted Capital Team - 2021 Technology, Innovation & Great Power Comp...
 
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - CyberLecture 8 - Technology, Innovation and Great Power Competition - Cyber
Lecture 8 - Technology, Innovation and Great Power Competition - Cyber
 

Último

UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and stepobaje godwin sunday
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationMJDuyan
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.raviapr7
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapitolTechU
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesCeline George
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptxSandy Millin
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxAditiChauhan701637
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 

Último (20)

UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and step
 
Benefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive EducationBenefits & Challenges of Inclusive Education
Benefits & Challenges of Inclusive Education
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
CapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptxCapTechU Doctoral Presentation -March 2024 slides.pptx
CapTechU Doctoral Presentation -March 2024 slides.pptx
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 Sales
 
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
In - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptxIn - Vivo and In - Vitro Correlation.pptx
In - Vivo and In - Vitro Correlation.pptx
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 

Suelta bikepacking adventures Columbia Univ 2020

  • 1. Suelta Bikepacking Adventures Surrender to your greatest bikepacking adventure Interviews since last class: 59 Total interviews to date: 105 Christine Bancroft, Harrison Freund, Nikki Holzberg, Carlos Ortiz, Madison Skinner
  • 2. DAY 1: Key Partners ● Bikepacking.com – routes, marketing, resources ● Bike tour companies, mountaineering clubs, outdoors clubs - strategic alliance ● Warmshowers.com - marketing ● Bikepackingsummit.com – marketing, community- building ● Local bike shops that carry bikepacking bikes – marketing, championing, potential distributors ● Original equipment manufacturers (OEMs) (e.g., tents, bikes, etc.) - suppliers ● Shopify for creating online platform - shipping, marketing, point of sales ● Unofficial brand ambassadors – brand promotion ● QBP - supplier ● Bikeflights.com - logistics Key Activities ● Rental delivery: provide all the necessary tools and gear for a bikepacking trip (dependent on duration, location, season, weather) ● Education: concise effective “how to” videos to support, teach, empower Value Proposition Problem: Bikepacking is extremely expensive and planning-intensive. Potential customers curious about bikepacking are wary to make the financial investment in something they may do once or a few times, and are daunted by the numerous unknowns. Where Suelta Bikepacking Adventures comes in: Suelta makes bikepacking accessible to both new and seasoned bikepackers by renting 100% of gear required for a bikepacking trip at an affordable price. Customers enjoy an easy and clear online ordering experience. Suelta delivers their box of gear directly to their homes. Suelta’s website provides best-in-class educational resources that enable customers to educate themselves on bikepacking and bike maintenance. Customer Relationships ● Self-service via educational website ● In case of order problem, contact directly via email (or phone?) Customer Segments ● B2B: Colorado Mountain Club, Appalachian Mountain Club, bike tour companies (similar to Backroads), etc. ● B2C: ● Outdoor enthusiasts who have not yet bikepacked ● “The Eat Pray Love Woman” - Modern, adventurist, independent woman, 22 – 65 yo ● Silicon Valley Technie - 25 – 45 yo, ride their bikes every weekend into Marin and obsessive about Strava, looking for the “next thing” ● Midtown Manhattanite looking to escape the city for a weekend, Central Park is no longer enough - thinks they are “outdoorsy” ● The Recent Retiree, newfound freedom, contemplating bikepacking vs. bike touring Key Resources ● Unofficial brand ambassadors (Yeti example) ● Inventory: rent or own? ● Finance: how to finance inventory if owned? How to get ideal payment terms to bridge time gap between paying suppliers and receiving payment from customers? Channels ● D2C (REI is a competitor) via inbound website sales ● Partner stores (bike shops) ● Bikeflights.com – shipment and logistics Cost Structure ● Goal to simplify cost structure ● Partner with small local brands to received cheaper inventory ● OEM rentals - bikes & tents (via QBP) ● Rent or own? Work directly with QBP or rent through them? Offer everything you need ● Shipping costs for D2C? ● Centralization / Hub & spoke? Regionalization vs quality control? Revenue Streams ● Buy to own optionality ● B2B partnerships with Mountain Clubs ● Revenue segments by geography, road / mountain, beginner / advanced, season
  • 3. Day 1 to Day 2: What We Learned ● Listening to what customers want and need is harder than you think - asking open ended question is critical ● Quantity matters to identify signal from noise (e.g., # of people you speak to) ● It’s never too early to think about TAM: what are possible business models, who are all possible customer types, what are analogous companies and how do they work? Answering these questions helped us narrow down our concept for Day 2
  • 4. Key Partners ● Bikepacking.com – routes, marketing, resources ● Bike tour companies, mountaineering clubs, outdoors clubs - strategic alliance ● Warmshowers.com - marketing *emphasized value of this organization ● Bikepackingsummit.com – marketing, community-building ● Local bike shops that carry bikepacking bikes – marketing, championing, potential distributors ● Original equipment manufacturers (OEMs) (e.g., tents, bikes, etc.) - suppliers ● Shopify for creating online platform - shipping, marketing, point of sales ● Unofficial brand ambassadors – brand promotion ● QBP - supplier ● Bikeflights.com - logistics Key Activities ● Rental delivery: provide all the necessary tools and gear for a bikepacking trip (dependent on duration, location, season, weather) ● Community: online, interactive, forum, crucial for targeting beginners, connecting ppl - unclear what form this looks like ● Education: concise effective “how to” videos to support, teach, empower ** Value Proposition Problem: Bikepacking is extremely expensive and planning-intensive. Potential customers curious about bikepacking are wary to make the financial investment in something they may do once or a few times, and are daunted by the numerous unknowns. Where Suelta Bikepacking Adventures comes in: Suelta makes bikepacking accessible to both new and seasoned bikepackers by renting 100% of gear required for a bikepacking trip at an affordable price. Customers enjoy an easy and clear online ordering experience. Suelta delivers their box of gear directly to their homes. Suelta’s website provides best-in-class educational resources that enable customers to educate themselves on bikepacking and bike maintenance. Customer Relationships ● Self-service via educational website ● In case of order problem, contact directly via email (or phone or immediate texting?) Customer Segments ● B2B: Colorado Mountain Club, Appalachian Mountain Club, bike tour companies (similar to Backroads), etc. ● B2B: bike shops that host overnighter bikepack trips - we supply their participants who don’t have own gear ● B2C: ● Outdoor enthusiasts who have not yet bikepacked ● “The Eat Pray Love Woman” - Modern, adventurist, independent woman, 22 – 65 yo ● Silicon Valley Technie - 25 – 45 yo, ride their bikes every weekend into Marin and obsessive about Strava, looking for the “next thing” ● Midtown Manhattanite looking to escape the city for a weekend, Central Park is no longer enough - thinks they are “outdoorsy” ● The Recent Retiree, newfound freedom, ikepacking vs. bike touring (keep exploring?) Key Resources ● Unofficial brand ambassadors (Yeti example) ● Inventory: rent or own? ● Finance: how to finance inventory if owned? How to get ideal payment terms to bridge time gap between paying suppliers and receiving payment from customers? ● Cleaners / repair - between trips ● Inventory mgmt software Channels ● D2C (REI is a competitor) via inbound website sales ● Partner stores (bike shops) ● Bikeflights.com – shipment and logistics ● Social Media - Instagram Cost Structure ● Partner with small local brands to received cheaper inventory ● OEM rentals - bikes & tents (via QBP) - first timer beginner inventory ● Rent or own? Work directly with QBP or rent through them? Offer everything you need ● Shipping costs for D2C? Revenue Streams ● Buy to own optionality ● B2B partnerships with Mountain Clubs ● Revenue segments by geography, road / mountain, beginner / advanced, season DAY 2:
  • 5. 3 pivots: 1. B2C → B2B (Rentals) 2. B2B → B2C (Rentals) 3. Rentals → Tour Guide Co. Key Insights: ● Flexibility ● Responding to feedback from customer ● Not getting married to one idea *These became consistent themes throughout the week Day 2 to Day 3: What We Learned
  • 6. Key Partners Warmshowers.com - marketing *emphasized value of this organization Bikepackingsummit.com – marketing, community-building Local bike shops that carry bikepacking bikes – marketing, championing, potential distributors Original equipment manufacturers (OEMs) (e.g., tents, bikes, etc.) - suppliers Shopify for creating online platform - shipping, marketing, point of sales Unofficial brand ambassadors – brand promotion QBP - supplier Bikeflights.com - logistics Bikepacking.com – routes, marketing, resources Bike tour companies, mountaineering clubs, outdoors clubs - strategic alliance Key Activities Touring: Provide end-to-end tours Rental: provide all the necessary tools and gear for a bikepacking trip (dependent on duration, location, season, weather) Community: online, interactive, forum, crucial for targeting beginners, connecting ppl - unclear what form this looks like Education: concise effective “how to” videos to support, teach, empower ** Value Proposition Suelta makes bikepacking accessible to both new and seasoned bikepackers by renting 100% of gear required for a bikepacking trip at an affordable price. Customers enjoy an easy and clear online ordering experience. Suelta delivers their box of gear directly to their homes. Suelta’s website provides best-in-class educational resources that enable customers to educate themselves on bikepacking and bike maintenance. Suelta makes bikepacking accessible to both new and seasoned bikepackers by offering all-inclusive bikepacking trips in the SE Blue Ridge mountains out of Asheville, NC. Suelta rents 100% of the bikepacking and camping gear, plans the itinerary, cooks guests a fantastic healthy food at camp, and provides vehicular support for those guests who do not want to carry all their gear. Kind of the Backroads for millennials and GenX (25-45 year olds who want a more down-to-earth, outdoorsy, glampy, community-driven, healthy, not fancy bikepack adventure. Same people who like fancy camper vans and elegant treehouse) Customer Relationships Self-service via educational website In case of order problem, contact directly via email (or phone or immediate texting?) Very hands-on service - available by phone Experiential and community-building, so very personal Instagram messages and comments are responded personally Technology and smart emails Customer Segments B2C types: 1. Never-gone-bikepacking people who like the outdoors 2. Bikepacker enthusiasts looking for community to ride with 3. Biking enthusiasts who have never gone bikepacking “The Eat Pray Love Woman” - Modern, adventurist, independent woman, 22 – 65 yo Silicon Valley Techie - 25 – 45 yo, ride their bikes every weekend into Marin and obsessive about Strava, looking for the “next thing” Midtown Manhattanite looking to escape the city for a weekend, Central Park is no longer enough - thinks they are “outdoorsy” The Recent Retiree, newfound freedom, ikepacking vs. bike touring (keep exploring?) B2B: Colorado Mountain Club, Appalachian Mountain Club, bike tour companies (similar to Backroads), etc. B2B: bike shops that host overnighter bikepack trips - we supply their participants who don’t have own gear Key Resources Own inventory - bicycle fleet, gear fleet, potentially a place to sleep for guests (investigating this vs. camping) First-aid trained trip leaders Finance: how to finance all fixed costs when business doesn’t run every day of the year inventory if owned? How to get ideal payment terms to bridge time gap between paying suppliers and receiving payment from customers? Unofficial brand ambassadors (Yeti example) Inventory mgmt software Channels D2C (REI is a competitor) via inbound website sales Partner stores (bike shops) Bikeflights.com – shipment and logistics Social Media - Instagram Social Media is critical Advertise via bicycle shops that focus on bikepacking and traditional bike shops,, annual bikepacking summit, bikepacking.com, Airbnb experiences, tour guide aggregators, warmshowers.com Cost Structure Partner with small local brands to received cheaper inventory OEM rentals - bikes & tents (via QBP) - first timer beginner inventory Rent or own? Work directly with QBP or rent through them? Offer everything you need Shipping costs for D2C? Fixed costs: potentially rent for the place we sleep, vehicle, fleet of bikes and gear Variable costs: food costs, salaries of trip leaders, Revenue Streams Customers pay premium for end-to-end service Selling old parts Bikepack gear sales (we skim a percentage) Buy to own optionality B2B partnerships with Mountain Clubs Revenue segments by geography, road / mountain, beginner / advanced, season DAY 3:
  • 7. ● Rapidfire survey helped us to identify features we didn’t know were important ○ The features we thought were the most important weren’t, and there were others (like cultural activities) that we hadn’t anticipated being priorities ● Developed MVP - two sample itineraries and further distilled customer segments Day 3 to Day 4: What We Learned Survey Results
  • 8. Day 3 MVP - 2 itineraries with unique value propositions Option 1: Outdoorsy, educational Option 2: Rustic comfort
  • 9. To drive rapid feedback and MVP development, we developed a 4 question survey, receiving 58 results in 1.5 hours (Rapidfire hypothesis testing) Survey Insights Takeaway 85% would be interested in bikepacking, but most would not be comfortable bikepacking on their own ● People are interested in bikepacking! ● Community is key (consistent with interviews and survey insights) - need to unpack what “community” looks like for customers 80% of respondents don’t want a daily seminar. ● Further pressure-test the importance of education in interviews ● Investigate the idea of having specific trips (not all trips) geared towards beginners with heavy emphasis on education 2:1 don’t care about food This is insightful given that our assumption was really good food would be a differentiator. We will specifically pressure- test this with customers. Cultural activities as well as visits to local breweries and farms were highly ranked We should explore tour routes with access to a wide variety of places to try food and drink
  • 10. Key Partners Warmshowers.com - marketing *emphasized value of this organization Bikepackingsummit.com – marketing, community-building Local bike shops that carry bikepacking bikes – marketing, championing, potential distributors Original equipment manufacturers (OEMs) (e.g., tents, bikes, etc.) - suppliers Shopify for creating online platform - shipping, marketing, point of sales Unofficial brand ambassadors – brand promotion QBP - supplier Bikeflights.com - logistics Bikepacking.com – routes, marketing, resources Bike tour companies, mountaineering clubs, outdoors clubs - strategic alliance WTF Explorers Bike group Bikepacking Routes - mapped routes put into sections Key Activities Touring: Provide end-to-end tours, with a focus on community building Rental: provide all the necessary tools and gear for a bikepacking trip (dependent on duration, location, season, weather) Education: provide daily seminars on bikepack / bike maintenance info Community: online, interactive, forum, crucial for targeting beginners, connecting ppl - unclear what form this looks like Education: concise effective “how to” videos to support, teach, empower ** Value Proposition Suelta makes bikepacking accessible to both new and seasoned bikepackers by offering all-inclusive bikepacking trips in the SE Blue Ridge mountains out of Asheville, NC. Suelta rents 100% of the bikepacking and camping gear, plans the itinerary, cooks guests a fantastic healthy food at camp, and provides vehicular support. We build community by bringing bikepack enthusiasts and new bikepackers together, and embodying and teaching the values of inclusivity, responsible travel and adventure. Kind of the Backroads for millennials and GenX (25-45 year olds who want a more down-to-earth, outdoorsy, glampy, community-driven, healthy, not fancy bikepack adventure. Same people who like fancy camper vans and elegant treehouse) Suelta makes bikepacking accessible to both new and seasoned bikepackers by renting 100% of gear required for a bikepacking trip at an affordable price. Customers enjoy an easy and clear online ordering experience. Suelta delivers their box of gear directly to their homes. Customer Relationships Self-service via educational website In case of order problem, contact directly via email (or phone or immediate texting?) Get: social media marketing (Instagram messages), inbound, partnerships Keep: great customer experiences, experiential and community-building, highly personal Grow: email marketing to drive continued relationships, referral programs, upselling, cross-selling opportunities, very hands-on service - available by phone Customer Segments B2C: Multiple customer types: Never-gone-bikepacking people who like the outdoors and want to learn bikepacking Bikepacker enthusiasts looking for community to ride with Biking enthusiasts who have never gone bikepacking and don’t necessarily care to learn to bikepack, values comfort “The Eat Pray Love Woman” - Modern, adventurist, independent woman, 22 – 65 yo Silicon Valley Techie - 25 – 45 yo, ride their bikes every weekend into Marin and obsessive about Strava, looking for the “next thing” Midtown Manhattanite looking to escape the city for a weekend, Central Park is no longer enough - thinks they are “outdoorsy” The Recent Retiree, newfound freedom, ikepacking vs. bike touring (keep exploring?) B2B: Colorado Mountain Club, Appalachian Mountain Club, bike tour companies (similar to Backroads), etc. B2B: bike shops that host overnighter bikepack trips - we supply their participants who don’t have own gear Key Resources Own inventory - bicycle fleet, gear fleet, potentially a place to sleep for guests (investigating this vs. camping) First-aid trained trip leaders Finance: how to finance all fixed costs when business doesn’t run every day of the year inventory if owned? How to get ideal payment terms to bridge time gap between paying suppliers and receiving payment from customers? Unofficial brand ambassadors (Yeti example) Inventory mgmt software Channels Primary channel: web/online, driving potential customers to social media and website Social Media - Instagram Advertise via bicycle shops that focus on bikepacking and traditional bike shops,, annual bikepacking summit, bikepacking.com, Airbnb experiences, tour guide aggregators, warmshowers.com D2C (REI is a competitor) via inbound website sales Partner stores (bike shops) Bikeflights.com – shipment and logistics Cost Structure ● Partner with small local brands to received cheaper inventory ● OEM rentals - bikes & tents (via QBP) - first timer beginner inventory ● Rent or own? Work directly with QBP or rent through them? Offer everything you need ● Shipping costs for D2C? ● Fixed costs: potentially rent for the place we sleep, vehicle, fleet of bikes and gear ● Variable costs: food costs, salaries of trip leaders, Revenue Streams ● Customers pay premium for end-to-end service ● Selling old parts ● Bikepack gear sales (we skim a percentage) ● Buy to own optionality ● B2B partnerships with Mountain Clubs ● Revenue segments by geography, road / mountain, beginner / advanced, season DAY 4:
  • 11. Last 24 Hours: Two MVP Experiments 1. General public: Present MVP sample itinerary in person on campus + Soho REI 1. Slack: Trip offered to CBS students via slack
  • 12. 1. MVP v3 Testing: findings & key takeaways Showed MVP v3 itinerary to people on campus and in REI Total Conversations: 48 ● Total Yes: 19 (40%) ● Total No: 29 (60%) Key Feedback: - Too expensive (note: majority of interviewees were students → less expensive camping trip can be offered to this customer segment) - Concern about group of strangers→ interest in going with a friend(s) - Respondents would be interested in a more “exotic” location - a place they wouldn’t feel comfortable traveling on their own - Expectations for fitness level need to be clear before signing up - Respondents that weren’t bikers would not go on the trip, think their biker friends/family would be very inclined to - Itinerary was liked among most respondents *Itinerary v3 = bikepacking, staying at B&B’s (no camping), $275/day → caters to most common customer segment identified from yesterday’s online survey
  • 13. 2. Actual Trip Offering to CBS Students Posted actual bikepack trip for April 25-26 on CBS Student Slack Channel (9:52pm): ❖ 8 students confirming attendance by 12pm today ❖ 12 Likes on post ` `
  • 14. So here we are Day 5… “Why?” to “What?” to “How?” ● Bikepacking tour and rental company that provides a variety of tours for different customer segments - ranging from offroads camping to rustic comfort cultural getaways ● Mid/low-end price point means we can cater to a different type of audience than other bike touring companies and make bikepacking accessible to all ● Need to offer more high-end trips to generate revenue and compensate for the low-price trips; ● Creates upsell opportunities: customer starts with youth trip → mid-20s camping trip → mid-30s international rustic comfortable ● Provide culture and community, delivering on authentic experiences that millennials and Gen Z’ers crave ● Provide entry point for those interested in bikepacking but too intimidated to plan on their own The “Why” Bikepacking? The “What?” The “How?” ❏ How profitable is this business? ❏ Interviewing analogous tour companies? ❏ Understand cost structure of other touring/rental services
  • 15. Insights from the Week ● Interpreting results & iterating based on customer discovery > judging results ● Rewards open listening / doesn’t reward “being right” ● When to use different forms of customer development to not get stuck ● Understanding when to use different data gathering strategies. ex - surveys for rapidfire insights complement in-depth interviews ● Important to maintain founder vision + iterate based on customer feedback ● Art of asking open-ended questions + art of shutting up ● Going into a call both directed and flexible to hear unexpected insights ● Exploring the Why & the What before the How

Notas do Editor

  1. Backroads takes you on outdoors adventures and keeps you well-fed