Marketing recommendations on social media, branding, website design and search engine optimization. Management recommendations on company policies, hiring practices, and employee training programs.

1. What does Friday
Mean to You?
Discovery, Insights, and Recommendations
from
Anatis Consultants

2. Anatis Consultants
Kelly O’Shaughnessy,
Discovery and
Process
Jacob Lubman,
Integrated Marketing
Recommendations
Hari Ragupathi,
Integrated
Management
Recommendations
Luke Nofsinger,
Management and
Market Insights
Micah Canal,
Strategic Overview
“Those who dream by day are cognizant of
many things which escape those who dream
only by night.”
—Edgar Allan Poe, Eleonora

3. Assignment
• How can Bike Friday continue to evolve its media strategy in order to
reach and engage its online customers?
• How can the company maintain and enhance its culture, particularly
when considering opportunities afforded by new platforms and social
media?

4. Direction from Friday
The target demographic Bike Friday seeks to engage is different:
25-40 Yeas Old
Urban
Middle or Higher Income

5. Discovery & Process
• Quantitative and Qualitative Methods
• Discussions
• Email Correspondence
• Surveys (customer-facing & firm-facing)
• Canvased Competitors
• Reviewed & Analyzed Company Data
Our Watchword: Curiosity
Market Research
Survey
106
Individual
Market Research
Interviews
123
Focus Group
Participation
5
Bike Shops
7 Internal Bike
Friday Survey
23
MARKET RESEARCH STRATEGY AND
PARTICIPATION

6. What does Friday mean to
Friday?
• Bike Friday is at a point of transition
• New Leadership Emerging
• New Product Lines Imagined
• Recognition of a Need to Pivot
• Culture and Values
• Employees generally feel the work is important
• Employees don’t feel that their ideas are taken seriously
• Employees want more prompt feedback
Two Critical Insights from within Bike Friday

7. 0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
INTERNAL SURVEY - EMPLOYEE VALUES

8. y = 0.8635x + 0.8893
R² = 0.74834
0
1
2
3
4
5
6
7
8
0 1 2 3 4 5 6 7 8
HealthyLifestyle
Conscious Living
CORRELATION BETWEEN THE TWO CORE VALUES AT GREEN GEAR

9. y = 0.8874x - 0.2848
R² = 0.37871
0
1
2
3
4
5
6
7
8
0 1 2 3 4 5 6 7 8
IamTakenSeriously
I am Allowed to Express my Ideas and Opinions
EXPRESSING IDEAS AND OPINIONS WHILE AT BIKE FRIDAY

10. What does Friday mean to
Friday?• Artifacts:
• Highly informal
• Office layout
• Paper
• The bikes themselves
• Values
• https://www.bikefriday.com/about_us
• Assumptions
• owning a Bike Friday implies a relationship to the community
• customers factoring in social and environmental impact
• customization over affordability
• Bike Friday can reach their new Target Market by just changing their online presence

12. What does Friday mean to the
Market?
• Survey/Focus Group Insights
• Bike Friday’s Social Media Presence is Not Robust
• Sporadic and Unfocused Posting
• Bike Friday’s Webpage is Not Competitive
• Looks and Feels “like it’s from the 90s”
• Text Heavy
• Tells, does not show
• Lacks Interactivity
https://www.bikefriday.com/
http://www.ternbicycles.com/us/
Web 3.0 and Beyond

13. 1 2 3 4 5 6
As a cyclist I most identify with which of the following values:
Please rank (1 is most important, 6 is least important)

14. What does Friday mean to the
Market?
• Survey/Focus Group Insights
• Bike Friday’s Social Media Presence is Not Robust
• Sporadic and Unfocused Posting
• Bike Friday’s Webpage is Not Competitive
• Looks and Feels “like it’s from the 90s”
• Text Heavy
• Tells, does not show
• Lacks Interactivity
https://www.bikefriday.com/
http://www.ternbicycles.com/us/
Web 3.0 and Beyond

15. 1 2 3 4 5
When you are considering buying a new bike, what are the top things you consider?
Please rank (1 is most important, 6 is least important)

16. What does Friday mean to the
Market?
• Survey/Focus Group Insights
• Bike Friday’s Social Media Presence is Not Robust
• Sporadic and Unfocused Posting
• Bike Friday’s Webpage is Not Competitive
• Looks and Feels “like it’s from the 90s”
• Text Heavy
• Tells, does not show
• Lacks Interactivity
https://www.bikefriday.com/
http://www.ternbicycles.com/us/
Web 3.0 and Beyond

18. Opportunities Abound
Anatis Recommends. . .

19. #0 Reorganize
• Reorganize the company into two consumer-facing divisions
• Bike Friday, The Legacy Folding Bike Brand
• Maintain the Established Customer Pool, Explore New Markets for Folding Bikes
• Green Gear, A New Line for a New Generation
• Capture a new audience and align the new company under
• Each Division is Headed by a Brand Manager
• Brand Managers Champion Green Gear and Bike Friday Within Target Segments,
Across Platforms.
• Brand Managers Report to the President and CEO
• Operations, Sales, and Accounting Groups support the Brand Managers

20. #0 Reorganize

21. The Name: Bike Friday
“The name is not evocative of anything I want
as a customer.”
-A Focus Group Participant

22. #1 Doing Business as Green
Gear
• Haul-a-Day is the Flagship Product
• Use the opportunity of restructuring to a small number of new strategic
goals
• Hire according to clear job descriptions with specific responsibilities in
service of these goals
• Set clear expectations and visit them quarterly with the team as a whole
and at at-least yearly management retreats
• Clearly apportion responsibility and authority
• Conduct annual performance reviews and use them as a way to reward
progress on goals and correct unsatisfactory performance
Organizational Maturity for a New Generation

23. #1 Doing Business as Green
Gear
Hiring Values
• Aligned with values of Bike Friday/Green Gear Cycling
• Digital Natives
• Recognizes the economic and social impact of bikes
• Team Oriented
• Self-Starter
• Knowledgeable and passionate about the bike industry
Organizational Maturity for a New Generation

24. #1 Doing Business as Green
Gear
Training & Onboarding Recommendations
• 4-week training program
• Immerses the employee in each department of the company (sales, marketing,
production - in both Bike Friday and Green Gear Cycling)
• Additional 1-day training on use of internet and social media outlets and their value
to the workplace - this training will be for existing employees as well
• Create a training manual including social media flow chart, hierarchy of messaging,
social media calendar, Facebook campaign, company values, blog recommendations,
and SEO
• Emphasize culture through impressing upon employees that they are part of the Bike
Friday/Green Gear Cycling narrative and play an important role in shaping it now
and in the future.
Organizational Maturity for a New Generation

25. #1 Doing Business as Green
Gear
• Use the opportunity of restructuring to a small number of new strategic
goals
• Builds focus and buy-in from stakeholders within the firm
• Hire according to clear job descriptions with specific responsibilities in
service of these goals
• Set clear expectations and visit them regularly with the team as a whole
and at at-least yearly management retreats
• Clearly apportion responsibility and authority
• Conduct annual performance reviews and use them as a way to reward
progress on goals and correct unsatisfactory performance
Organizational Maturity for a New Generation

26. #2 Pivot to Conscious Lifestyle
• Internal Value Set
• Environmental Impact - Minimizing carbon footprint; not being dependent on
oil or gas.
• Healthy Living - Being active, eating healthy, locally grown foods, encouraging
those around you to adopt a similar approach.
• Community Engagement - Contributing to the local efforts, supporting those
within your immediate area through jobs, volunteer efforts, and participating in
events, and supporting local businesses.
• Social Impact Of Work Done - Having your work make a difference, helping
people both locally and more broadly with the work you do, knowing that your
actions have an impact, and being service oriented both in the workplace and
your personal life.

27. #2 Pivot to Conscious Lifestyle
Umbrella of Claims: Conscious Living*
Primary: Healthy Lifestyle
Secondary: Utility / Function
Tertiary: Sustainability
Quaternary: Community
Differentiation
Warrant
Impact
Ex. Positioning using hierarchy of messaging
For people who live, and aspire to live, in a more conscious way,
Green Gear is the only bicycle company offering tools to
empower health and fitness, built to the most exacting design and
production standards, and committed to environmental
sustainability in the context of authentic and engaging community.
We’ve been engineering and building state-of-the-art bicycles at
our craftsman cycleworks in Eugene, Oregon USA for over 20
years.
Green Gear empowers you with tools for conscious living.

28. #3 GGC/BF on the Web
• Don’t Tell, Show
• Avoid clutter with white space
• Avoid stuffing pages with small images, text and and icons.
• Leave space for customers to see the important highlights of the website
• Have a call-to-action
• Don’t forget the call-to-action for people visiting your website
• Customers are looking for something that encourages a response
• Include ecommerce. Do it now.
• Include a clear navigation
• Navigation around the site should be clear and logical
• Navigation bar should appear on every page
• Offer links to social media and sister brands
If you build it, they will come

29. • Don’t Tell, Engage
• Create a blog for Bike Friday/Green Gear Cycling
• discusses topics important to the company, such as products, suggested uses, insights into
company culture, etc.
• Get Mobile
• SEO
#3 GGC/BF on the WebIf you build it, they will come

30. #4 Get Social and Advertise
• Use Anatis Hierarchy of Messaging and Communications Calendar to deliver
space specific content to target rich social media platforms for Green Gear
and Bike Friday
• Facebook
• Youtube
• Twitter
• Test Efficacy and Come to Top-of-Mind
• 5 Revolving Facebook Campaigns
• 1 Google AdWords Campaign
• 170-200 clicks, $100/day

31. #5 Get Social and Advertise

32. #5 Get Social and Advertise

33. A Company in Transition
• Faces some challenges
• Culture
• The Web
• Website
• Social Media
• Opportunities Abound
• Reorganization
• Doing Business as Green Gear
• Pivot to Conscious Lifestyle
• WWW Space
• Get Social and Advertise

34. Discussio
n
Hosted By
Kelly O’Shaughnessy,
Anatis Consultants