This document proposes a new app and community called BikeIt to support urban cyclists. It describes Lucky, a cyclist in San Francisco whose bike was stolen. The app would allow cyclists to track their bikes via cellphone chips and connect with others for safety alerts. BikeIt would build an engaged social community around biking through various digital channels. It projects becoming profitable in the second year through premium subscriptions and online advertising on platforms like Facebook, Google, and YouTube to promote biking as a sustainable transportation option.

1. BIKEIT THE CYCLE REVOLUTION
TEAM 10

2. URBAN MOBILITY
SUSTAINTABILITY
TECHNOLOGY
LUCKY
WORKS
DOESN’T DRIVE IN THE CITY
20 - 40 years old
LIVES IN SF
SHE’S HAPPY WITH HER BIKE

3. 75,000 bikers in the town
(96% - 2005)
3.3 billion invested on
structure since 2011
Share of 4% - Goal 10% by
2018
70% increase from 2006 to
2012
4,000 yearly bikes stolen in
SF
VALUE LOST: U$500.00 – Bike + U$50.00 Lock + SADNESS AND IMPUNITY
LUCKY IS SAD =(
SHE GOT HER BIKE STOLEN
864 bikes recovered by
police, 142 were returned to
owners (2012)

4. WHAT IF...
TRACK HER BIKE ON A
CELLPHONE
WATER AND SHOCK
RESISTANT
TOTALLY FORGETTABLE
EASY FRIEND AND
POLICE ALERTS
PART OF A
COMMUNITY
MINIMAL DESIGN
SHE HAD A CHIP

5. Not only bike protection
A COMMUNITY DESIGNED FOR BIKERS CONNECTED WITH
TECHNOLOGY AND COMPROMISED WITH ENVIRONMENT,
MOBILITY, AND SOCIETY

6. APP FEATURES
MY ACCOUNT
EVENTS SEARCH
TREE-MOMETER
HELP
TRACKING
HEALTHY SUSTAINABILITYMOBILITY
MAPS TRAINING
WEATHER
FORECAST
COMMUNITY
SOCIAL
INTEGRATION
DIET

7. WEBSITE
BLOG
VIDEOS AND PICTURE
GALLERY
PARTNERS
NEWS

8. DIGITAL
STRATEGY
SOCIAL PR BLOG MEDIA

9. FACEBOOK
CONTENT
CURATORSHIP
BIKERS STORYTELLERS
VIDEOBIKERS AND
PHOTOBIKERS
NIGHTBIKERS
CONTESTS
BRANDSWELOVE
SUPPORT ALL CONTENT STRATEGY. OUR SOCIAL MEDIA
HUB

10. INSTAGRAM
TWITTER
PICTURES AND VIDEOS TO ENGAGE THE
USERS. BRAND AND USER CONTENT
FAST COMMUNICATION WITH THE USER.
NEWS ABOUT ROUTES, WEATHER,
ACCIDENTS, EVENTS, PROTESTS
THIS IS GOING TO BE THE DAILY JOURNAL
OF BIKERS IN THE CITY

11. YOU TUBE
SNAPCHAT
AS A BRAND, WE ARE GOING TO CREATE SPECIAL
VIDEOS AS PART OF OUR STRATEGIES AND
ENCOURAGE PEOPLE TO SEND THEIR VIDEOS AS
CONTENT GENERATED BY THE USER. PARTNESHIPS
WITH BRANDS LIKE GOPRO ARE INCLUDED
AS AN EXPERIMENTAL PLATFORM, WE WILL
ENCOURAGE SNAPCHAT USAGE MEASURING THE
RESULTS AND THEN DECIDING ITS IMPORTANCE

12. DIGITAL PR
NOWADAYS, IT IS BECOMING NORMAL THAT TRENDSETTERS AND CELEBRITIES
ENGAGE WITH ENVIRONMENTAL AND URBAN CAUSES
CELEBRITIES AND
TRENDSETTERS USING
BIKES
GREEN INFLUENTIAL
PERSONALITIES AND
BLOGS
JACK JOHNSON
DAVE MATTHEWS BAND
EDWARD NORTON
TOP 10 BLOGS

13. BLOG
START A COMMUNITY BECOMING A REFERENCE ON BIKE LIFESTYLE WORLD
• GOVERNMENT LAWS RELATED TO BIKES
• WHAT IS HAPPENING IN THE WORLD AND HOW CAN WE BRING IT TO SF
• NEW PRODUCTS/SERVICES OF THE BRANDS
• WHAT IS HAPPENING IN THE CITY (EVENTS)?
• NEWS
• TIPS ON HOW TO RIDE AND MAINTAIN YOUR BIKE

14. ONLINE MEDIA
INVEST DURING YEAR 2 IN ORDER TO INCREASE OUR REACH AFTER A CONSISTENT
CONTENT PORTIFOLIO AND OPTIMIZED TOOL
• FACEBOOK ADS
• GOOGLE DISPLAY NETWORK
(MOBILE AND DESKTOP)
• TWITTER ADS
• GOOGLE SEARCH
• YOU TUBE

15. BUDGET AND FORECAST
FIRST YEAR
Expected Premium Signatures: 3,744
(5% of total universe)
Freemium - Price: $40
Revenue: $149,760.00
COSTS:
App + Maintenance : $64,000
Chip: $67,392 ($18/unit)
Digital Agency: U$20,000.00
YEAR 1
NO PROFIT + ADS
YEAR 2
U$61.000 + ADS

16. NOW, LUCKY IS HAPPY AGAIN!
NEW APP FOR BIKERS
MATCH ALL HER BELIEFS
BIKE SAFETY
PART OF A COMMUNITY
PROFITABLE IN 2 YEARS

17. THANK YOU
QUESTIONS?