This document discusses the development of a toolkit to improve the mountain biking experience. It begins with an overview of mountain biking and the typical mountain biker demographic. It then outlines the problem of existing toolkits being difficult to transport, heavy, and hard to use. User research revealed that mountain bikers want a versatile, lightweight, durable and easy-to-use toolkit. The document explores potential marketing strategies, including a partnership with an existing bike accessory company. It provides a three-year business plan starting with local sales and expanding distribution online and to other regions. The goal is to create an affordable and effective toolkit that meets the needs of recreational mountain bikers.

1. Spokesman Toolkits
Kits that speak for themselves

2. What is mountain biking?
Why do people mountain
bike?
What do mountain bikers have
in common?
Nearly 40 Million participants in
the U.S. annually
A majority (55%) had household income levels
greater than $80,000; ages between 20-50 (65-
70%)
Overview of Mountain Biking
Moab, Utah, is one of the top MB
destinations in the US

3. High Level Problem
• Develop a toolkit that improves the mountain
biking experience
• Select only the necessary tools/equipment for the
recreational mountain biker
• Find an easier or more convenient way to
transport these tools while biking

4. Finding feedback just around the corner…
Columbus-based company
(Upper Arlington)
Goal: “Promote the mountain bike culture and
the respect for the trails we ride.”
George, Doug, and Andrew

5. Persona
Goals
o Staying fit
o Explore
nature
o Stay happy
Frustrations
o Chain slipping off
bike
o Difficulty using
tools
o Tool and material
transportation

6. What our users told us…
0
20
40
60
80
100
120
140
160
Bike
inspection
Making fixes Riding bike Crashing
bike
First aid
application
Reaching
for tools
Losing tools Riding
lightweight
Tools
breaking
Enjoyment Level
• Existing tool kit options
• How could things
improve?
• Mountain biking do’s
and don’ts
• Optimal tools and kits

7. User Needs
5 - Most Important
• Versatile
• Secure to bike
4
• Lightweight
• Durable
• Safe to Use
2
• Simple Design
• Affordable
1 - Least Important
• Good Looking
3
• Easy Access
• Non-Obtrusive
• Easy to Use
What next?

8. ID Customer Segment
Considered Mountain
Biking Enthusiasts13M
40M Of MBS have taken a trip
for 2 or more nights
Mountain Biking segment
Worldwide biking
segment
50M
120M
Persona234

9. Final Problem Scope
Difficult to transport
Heavy and obtrusive
Hard to use
Expensive
There is not currently a toolkit on
the market that is able to meet
the needs of the middle class
recreational mountain biker.
Available toolkits are:
Our team’s goal is to
create a toolkit that can
effectively fill this hole
in the market.

10. Gains
o Improvement of physical fitness
o Enjoyable pastime
o Perfect activity for adventurers
Pains
o Uncomfortable packs
o Difficult-to-use tools
o Difficulty transporting tools and other
materials
If we create a product
that allowed for easy
and comfortable
transport of necessary
tools and supplies, then
the mountain biking
experience would be
improved.
Value Proposition

11. What is the competition like?
I wish I
could ride
without my
backpack
for once…
Trying to find
my tools
quickly is so
annoying!

12. Beginnings of Brainstorming

20. Manufacturing
01 3D PRINT
02 LARGE SCALE
PRODUCTION03 DISTRIBUTION
04
Toolkit is modeled in
SolidWorks
Initial prototype is 3D
printed
Toolkit is produced with
injection
molding
Toolkit is sent to local
retailers, spreading
to larger stores
SOLIDWORKS
MODEL

21. Marketing Strategy
Channels and Relationships
• Local and target markets
• Partnership with Topeak
Key Activities
• Application
• Marketing
• Niche
Customer Segments
• Persona
• Online sales
• Massive Chains
Key Resources
• ABS Plastic/Injection molding
• Investors
• Network

22. TOPEAK Partnership
Prepare to Ride
“For over two decades, Topeak has
been creating innovative, award-winning
cycling accessories that push the
envelope of excellence for riders around
the planet.”
01
02
03
Include their high quality tools
in our kit
Create mutualistic relationships
Sell enough units to incentivize
Topeak to acquire our company

23. Our Application
• Contains information
about our company
• Utilizes easy interface to
attract customers
• How To videos
• Social media aspect
• Easy shop
Spokesman Bike Buddy

24. The First Three Years
Y2Expand to 10
stores in
Ohio, 5 in 4
other states,
sell 2 units a
week: 2200
units
Focus on similar areas across
the US, still targeting local
companies
Y1Introduce
product to
MBC and
other local
shops – about
300 units
Utilize experimental markets
locally to determine
possibilities of loyalty
Y3Online sales
– about 5500
units
Allow online services to
increase notoriety and
marketability

25. Going forward
02
01
03
04
Production at a large scale
Collaborate with local
businesses to improve brand
loyalty and recognition
Further development of
application
Expand market and
advertising capabilities

26. Questions?