2. About the Company
● Located near center of
campus
● Sells bike parts and
accessories
● Repairs bikes and
performs maintenance
● Premium Membership
3. SWOT Analysis
Strengths Weaknesses
● Located near center of campus so very convenient for
students.
● Supported by ASUCD.
● Viewed to be expensive for products and services.
● Small storefront and limited selection of products.
● Not many promotions.
● No incentive for employees to sell or fix bikes or bike
products in a timely manner.
● Student run -> inexperienced management
Opportunities Threats
● Expand the building, allowing bigger selection and
allowing more space to work on more bikes.
● Advertise services and have events to help move students
through the buyer adoption model.
● Offer incentives for employees.
● Change the Brand Perception
● Competitors with lower prices
● Free bike lights drive down the purchases of bike
lights.
● Bus system improvements converting cyclists to
bussers.
● People learning to fix their bikes themselves.
4. Context
● Bike industry has been
stable with little growth
nationally
● Davis 2020 initiative
5. Competitors
Competitor: Other local bike shops
Strengths: ● Can perform repairs
for a lower price
● Greater selection of
bikes and parts
● Offers cheap bikes
and parts
● Extensive
selection
● Delivers straight to
home
● Cheaper prices
Weaknesses: ● Not as convenient as
Bike Barn
● On the far edge of
Davis,
inconvenient to get
there
● Limited Selection
● Can’t service bike
● No physical
location
● Can't service bike
10. Features
● Mounted on the wheels
● Customizable
● Designed by UC Davis students
● Built on campus with help of
College of Engineering
● Waterproof and shock-resistant
● Steel Anti-theft strap
12. Research Findings
Product:
● 77% of Student Commuters bike at
night 3 or more times a week
● 33% of Student Commuters own a
bike tail light
● 1 of the 57 students own a
decorative light
13. Research Findings
Product:
● Many students expressed a worry about the price, durability, and how
easy it was to be stolen.
“I think it's cool but it's probably expensive so I wouldn't buy it”
“my concern would be whether it would fall off easily or be broken easily”
“I would get one for a back light if it was easy to install and durable”
14. Research Findings
Place:
● All students knew of the Bike Barn
● 72% of Student Commuters had not been to the bike barn this year
● The Bike Barn is known to be overpriced
● Online is the prefered bike accessory purchase location
● 50% more students chose the Bike Barn as a preferred location over
downtown stores
15. Research Findings
Promotion:
● There are currently no promotional activities for the Bike Barn
● Students learn about the Bike Barn through word of mouth
Price:
● Many students receive the free bike lights the police
station hands out
● Only 13% of the students surveyed said that they were
willing to pay more than $30 for a similar product
16. Main Problems
1. The Bike Barn is associated with being too
expensive.
1. Few student commuters use the Bike Barn
on a regular basis for their bike needs.
18. Strategies
1. Aggie Aglow is aimed at solving the Student
Commuter’s typical pain points of a bike light.
1. Position as a basic Aggie Pride product all
students should know the name or own.
1. Promote to new students who most likely don't
have a bike light.
19. Pain Points
● Bike lights often get stolen
● Student are not willing to pay for nice bike light that will get stolen or
broken
● Cheap bike lights are NOT
o Durable (Shock resistance and long lasting)
o Reliable
o Water proof
o Bright
20. Value Proposition
The Aggie Aglow is an anti-theft, durable,
and shock resistant spokes light that is made
by students for students. It is completely
customizable and ensures that any student
biker using it will be noticed at night, and can
bike home safely.
21. Strategies
1. Aggie Aglow solve Student Commuter’s typical
pain points of a bike light.
1. Position as a basic Aggie Pride product all
students should know the name or own.
1. Promote to new students who most likely don't
have a bike light.
22. Messaging and Positioning
Differentiation from other product:
● Customizable light display
● Aggie Pride premium product
Allows the common UC Davis biker to:
● Bike at night safely
● Personal style
The Aggie Aglow bike wheel light is:
● Durable
● Theft resistant (Steel strap)
23. Strategies
1. Aggie Aglow solve Student Commuter’s typical
pain points of a bike light.
1. Position as a basic Aggie Pride product all
students should know the name or own.
1. Promote to new students who most likely don't
have a bike light.
24. 4 P’s Tactics
Product:
● Have ‘Aggie’ in the name of
the product to promote
Premium Aggie Pride Brand
● Addresses all pain points
o Durable
o Reliable
o Theft resistant
o Bright
25. 4 P’s Tactics
Place:
● Central UC Davis
● Take advantage of
Davis-Biking city
● We are the only seller
33. Booth at the Buzz Sept 30
● First big event of the
year
● Location: MU Quad
● Prize "wheel"
● Raffle, flyers, and
coupons
34. Football Game Demo
At Homecoming Gunrock will
come out on a bike with the
Aggie Aglow
Announcer will explain the
product
35. Bike Circle Demo Oct 1-20
● Through out the first
month of school
● Bike barn staff will bike
in the middle of bike
circle
● Direct students to the
Bike Barn with A board
36. Premium Bike Barn User
Promotes loyalty
Offer discount on the Aggie Aglow for any
Premium Member
37. Design Contest Nov 1-30
Month long contest to create
a new animation for the
Aggie Aglow
Designs are uploaded on to
facebook to be judged for
prizes
40. End Point Metrics
● Amount of product sold
● Revenue generated
● Prevalence on campus
● Reputation of the Bike
Barn
● Follow up survey to
gather data
41. Conclusion
● Large potential for growth
o prime location
● Improve upon weaknesses
o promotion
o price perception
o brand
● Aim to become the Aggie Pride
Premium Brand
● Solution: Aggie Aglow
o Targeted for the UCD student commuter
Editor's Notes
Platinum Bicycle-Friendly-Community award by the League of American Bicyclists
2020 initiative:
increase number of students attending davis in 2020 by 5000
Customize the animation by connecting to a computer
Aggie Aglow is durable because it has a rubber coating
multiple bulbs light the ground around the wheel
mention steel anti-theft strap
main positioning goal is Aggie Pride
Take advantage of the student events that UC davis bikers will attend and the Bike Barn’s central location
Will target all students and hope that the student commuter will get the message
Amazon prices similar products between $30 to $60. Aggie Aglow is priced at $35 making it comparable
Affordable - in the price range students can afford
raffle will include an Aggie Aglow
In the middle of the bike circle
In addition to having free service, they can get a discount
Address how these metrics measure if we solved the problems on slide 16
