1. Me and My Cannondale By Michael Sendek

2. Hello! How Bout that Ride In? Haha!

4. Additional $3.242 billion Parts, Rubber, accessories, clothing and shoes

5. Total $6.104 billion dollar industry Info provided by interbikes.com 2008 Bicycle Industry Facts

7. Me and My Cannondale A user generated forum that enables Cannondale riders to submit stories, videos and pictures of the journeys they’ve taken with their Cannondales Oh, the places you'll go! There is fun to be done!–Dr. Seuss

8. Create a Conversation Meet Chris Chris goes to MSU Chris bikes Chris and his friend biked across the country in 28 days That’s interesting! But what kind of bike did he use, how did he prepare, what did he bring ? “Me and My Cannondale” will allow people to: Share Stories Post pictures and videos Create conversations Share ideas Ask questions

10. Learn of ways to use bikes

11. Learn the type of bike they would need

12. And ultimately tie-in the Cannondale bike from the stories to their needPeople will be able to target their particular biking interest Mountain Road Exercise Leisure Current Cannondale Blog, “Brad’s Blog” Answers questions but doesn’t generate new interests

13. Generating Traffic Leverage previously established channels Cannondale.com Drive traffic towards “Me and My Cannondale” to learn “What can you do with your Cannondale” and “what kind of Cannondale is for you”. Facebook 15,045 fans Encourage users who post pictures to tell their stories at “Me and My Cannondale” Targeted ads directed at those interested in biking and other adventurous activities. Twitter 4,168 Followers TweetOfTheWeek Tweet most interesting story of the week Youtube 319 subscribers Promote user generated videos posted on the forum on the Youtube Channel

14. Monitoring How can we tell that we are driving traffic? Site Admin monitoring By monitoring the site’s conversations we can track what kind of interest the conversations are generating Create metrics to determine where our traffic is coming from and where they are going via Google Analytics Track social media conversations with Radian6 See what people are saying about Cannondale Who are major influencers we need to collaborate with i.e. Bloggers

15. Timeline Biking is mostly seasonal and geographically based Warmer seasons and locations 4 months to build infrastructure and develop full strategy to launch “Me and My Cannondale” Begin construction in November so site is ready to launch in March and beginning of warm seasons. Budget Estimated campaign cost for November to November= $75,000 to $100,000