The 7 STAGES of Adoption and How Becoming Mainstream Can Mean Profits! This presentation covers the past, present, and future of the adoption of the electric bicycles in North America. What you can do to succeed in the electric bicycle business.

1. Past, Present & Future
eBikes
How Becoming Mainstream Can Mean Profits!

2. FROM FRINGE TO MAINSTREAM:
THE SEVEN STAGES OF ACCEPTANCE
THE SEVEN STAGES OF ACCEPTANCE
Throughout history, our reactions to
innovations have followed a
consistent pattern of acceptance as
they moved into the mainstream:

3. 1st STAGE OF ACCEPTANCE
I’ve never heard of it.
Why would I try it / legalize it?
Why should I care?

4. 2nd STAGE OF ACCEPTANCE
I’ve heard of it, but I think it’s
dangerous / unethical / will never work.
It will never scale.

5. 3rd STAGE OF ACCEPTANCE
I understand what it is, but
I don’t think it’s useful / beneficial / helpful
for me, my customers.

6. 4th STAGE OF ACCEPTANCE
I think it’s potentially useful /
beneficial / helpful.
I’d like to start gathering data, to see
what traction there is in the marketplace.

7. 5th STAGE OF ACCEPTANCE
I’ve started to accept it as useful /
beneficial / helpful, but
I still think of it as a novelty rather than a
necessity.
I’d like to see some research on how
early adopters are using it.

8. 6th STAGE OF ACCEPTANCE
I now use it all the time; it’s part of my
daily routine!
I’m looking for ways to introduce more
of my customers to it!

9. 7th STAGE OF ACCEPTANCE
It’s indispensable. How did I ever
manage without it?
Damn— why didn’t I think of that
sooner?

10. 55
1970 2020
1995
11 22 44
33 66
77
55
1970 2020
11 22 44
33 66
77

11. QuickTime™ and a
decompressor
are needed to see this picture.
WE ARE ONTHE CUSP OF MAINSTREAM

12. THE PAST

13. PRESENT
&
WHAT

14. KEY STEPS TO
SUCCESS
A) Educate
B) Designate
C) Go Wide/Not Deep

15. EDUCATE
A) Yourself
B) Your Staff
C)Your Customer

17. DESIGNATE
A) Staff
B)Test Rides & Off-sight
Demo
C)Defined Floor Space

18. GO WIDE/NOT DEEP
A) Diamond and Step-Through
B) Stick with What You Know
C) Listen to Your Customers

19. FUTURE TRENDS
A) Smart Mobility
B) Pay to Use
C) Ebike Share
D)Competition From
Automakers

21. QuickTime™ and a
decompressor
are needed to see this picture.

22. ?

23. ThankYOU!
BicyclePi.com
David@bicyclepi.com
David@bicyclepi.com
David@bicyclepi.com

24. - Non-traditional marketing – RV shows, retirement/healthy living shows, health and wellness fairs, rotary
groups, optimist groups, demos at farmer’s markets…all these are key, because if you get people on it, you get
the ‘aha’ moment and they envision themselves the bike with a ‘I can ride this’ attitude.
- The best magic is when 1) a broad product selection (to meet the diverse needs, styles, wants) meets
2) expertise/knowledge given in a low-tech basic way meets 3) a great test ride experience
Thanks for the opportunity to revisit and reaffirm what we’ve done and need to keep doing!
Looking forward to a super fun 2017 with more smiles than ever!
Keep in touch, Derek
Derek J. Stepanek
Northtowne Cycling and Fitness
1150 Blairsferry Rd.
Cedar Rapids, IA 52402
(319) 393-6557
www.northtownebikes.com
www.facebook.com/northtowne

25. me down. The word sturdy does not even begin to describe it. Not one problem with
it in 9 months of constant riding.. Frankly, the bike is almost too handsome - it really
turns heads. Anyway, just wanted to say thanks.
Mike, just wanted to drop you a line about the Stockholm. - the bike is a beast! And,
I mean that in only the most positive way. It is built like a tank. I ride it everyday -
and, I mean every day. this winter in Chicago.- rain, snow, -5 below. It has never let
me down. The word sturdy does not even begin to describe it. Not one problem with
it in 9 months of constant riding.. Frankly, the bike is almost too handsome - it really
turns heads. Anyway, just wanted to say thanks.
Mike, just wanted to drop you a line about the Stockholm. - the bike is a beast! And,
I mean that in only the most positive way. It is built like a tank. I ride it everyday -
and, I mean every day. this winter in Chicago.- rain, snow, -5 below. It has never let
me down. The word sturdy does not even begin to describe it. Not one problem with
it in 9 months of constant riding.. Frankly, the bike is almost too handsome - it really
turns heads. Anyway, just wanted to say thanks.
Mike, just wanted to drop you a line about the Stockholm. - the bike is a beast! And,
I mean that in only the most positive way. It is built like a tank. I ride it everyday -
and, I mean every day. this winter in Chicago.- rain, snow, -5 below. It has never let
me down. The word sturdy does not even begin to describe it. Not one problem with
it in 9 months of constant riding.. Frankly, the bike is almost too handsome - it really
turns heads. Anyway, just wanted to say thanks.
Mike, just wanted to drop you a line about the Stockholm. - the bike is a beast! And,
I mean that in only the most positive way. It is built like a tank. I ride it everyday -
and, I mean every day. this winter in Chicago.- rain, snow, -5 below. It has never let
me down. The word sturdy does not even begin to describe it. Not one problem with
it in 9 months of constant riding.. Frankly, the bike is almost too handsome - it really
turns heads. Anyway, just wanted to say thanks.

27. THE FUTURE
D)Competition
From Automakers