4. SEGMENTATION
• USERS (RIDERS)
• According to the 2010 Census in Upper Manhattan there are 525,649 between the
ages of 20 and 40
• Students of City College, John Jay, Hunter, Columbia and Fordham
• SPONSORS
• Every company that wants to have its name on the streets of Upper
NYC, Maximum exposure for drivers and pedestrians
5. VALUE PROPOSITION
Why biking with us?
• Save on average $112 X 12 months = $1,344 yearly
• General health benefits
Why advertising with us?
• Advertisement exposure
• 10 ads X 4 weeks = 3,500,000 viewers
• $3,000 = 3,500,000 viewers
6. KEY PARTNERS: SPONSORS
• Partner with sponsors insurance companies, travel agencies and health food stores
• Political support from John Lhota, former chairman of MTA
10. CUSTOMER RELATIONSHIPS
•At Bike With Us our customer relationships will be based upon the quality of
service that we provide.
• It will be up to us to place a high level of importance on reliability in order to
continually attract members as well as sponsors.
•As far as sponsors are concerned, we envision establishing long-term
relationships based upon the level of exposure that we provide as well as the
returns seen by said sponsors after their initial ad purchases.
11. Cost Structure
• Start-up costs - deal with the initial capital needed in order to
get the company off the ground with its planned 1,500 bikes
and 150 stations located in designated areas around Uptown
Manhattan and Harlem. Also involves the pre-launch
marketing that will be done.
• Operating costs - deal with the day-to day costs that will come
with running the company after the initial stage is complete
and will better forecast what it will cost to run the company
on a yearly basis. Includes
14. Revenue Streams - Competition
Citibike (NYC)
• Annual Membership - $95
• Overtime Fees
• 45 - 75 min - $2.50
• 75 - 105 min - $9.00
• Every additional 30 min - $9.00
• 24 hour pass - $9.95
• 7 day pass - $25
• Overtime Fees
• 30 - 60 min - $4.00
• 60 - 90 min - $13.00
• Every additional 30 min - $12.00
Capital Bikeshare (D.C.)
• 24 hour - $7.00
• 3-day - $15.00
• Overtime Fees
• 30 - 60 min - $2.00
• 60 - 90 min - $6.00
• 90 min + - $14.00 +
• Daily Key - $10.00 + $7.00/day
• Monthly - $25.00
• Annual - $75.00
• Annual with Monthly
Installments - $84.00
• Overtime Fees
• 30 - 60 min - $1.50
• 60 - 90 min - $4.50
• 90 min + - $10.50 +
15. Revenue Streams – Bike With Us
• One time sign-up membership – $2.00
• Overtime Fees
• 30 - 60 min - $8.00
• 60 - 90 min - $15.00
• Every additional 30 min - $20.00
16. Revenue Streams – Bike With Us
Advertising Revenues
• Ad off the back - $350 per ad per 4 week period.
• Ad in frame - $200 per ad per 4 week period
• Package deal - $450 per ad per 4 week period
Minimum Purchase – 10 bike advertisements
18. Revenue Streams – Bike With Us
Sponsor - a – Station
• Price - $1000 per station per 4 week period
• Provides exposure to large number of potential customers as well
as establishes goodwill for sponsoring company
• Bike With Us will work with nearest high schools in order to
provide community service opportunities to students. Students
will be asked to clean and clear the station of litter and graffiti, as
well as provide snow removal during the winter months.
19. Revenue Streams – The Numbers
• Advertising Revenues
• Assumptions
• 60% sold at any given time
• 50% split between single ad and package deals
• Yearly Revenues
• Ad off back = $1,890,000
• Ad between frame = $1,080,000
• Package deal = $2,430,000
• Adopt-a-station = $1,080,000
• Registration fees = TBD
• Overtime fees = TBD
