The Bicycle Market

The Bicycle Market

1. New segment of bicycle business: Carbon Fiber Bikes manufactured by a 3D printing process.

   • Cheaper Price & can be produced in less time
   • Stronger bikes that last longer
   • Lighter and easier to carry
   • Personalized bikes, delivered in 3 to 5 days

2. Actual Market

   • Expensive Bikes
   • Lots of Competition
   • Shared business Know How
   • Marketing Strategies with little impact on the customer & only concentraiting on sales

3. Market Segments

   • Youth Segment
     • Recreation & Safety
   • Work Segment
     • Practicality
   • Recreation Segment
     • Fun & Little exercise
   • Mountain Segment
     • Bike for sports can be used in off-road trails
   • Speed Segment
     • Light & Fast

4. Target Market

   • Consumers that want a carbon fiber bike
   • Not willing to pay for a high end model
   • North America & Europe
   • Latin America & Africa & Middle East
   • Asia & Pacific

5. Investment

   • $500,000 in Q1-Q4
   • $2,000,000 in Q5

6. Measuring Success

   • Balance Scorecard
     • Financial Performance
     • Market Performance
     • Creation of Wealth
     • Investment in the Firm's Future
     • Marketing effectiveness