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APIDURA A long-distance carry company for performance cyclists (A long…
APIDURA
A long-distance carry company for performance cyclists
A performance carry company for cyclists
Drop long-distance
Non-bikepacking enthusiast cyclists
PRODUCT
Whole bike carry (for travel)
Off bike gear carry (helmet, shoes)
Hydration carry and bottles/cages
Packable clothing, packs and accessories
Folding bike needs in City
E Bike needs across all ranges
Triathlon and adventure race needs - Sorry
On-body carry across 4 ranges
Re-thought tool and spares offering (possibly every-ride series)
Trail dog equipment
POSITION
Wider range of rider and race support in different categories
Tech forward and lightweight key across new lines, current branding holds but with less 'travel'
On-body segment is currently largest..Bigger competition but maybe still gaps in market
BUSINESS
Existing factory and materials could cover a lot of new product needs
Direct with dealer support still fits as existing network contains a lot of these customers
A long distance carry company for cyclists
Drop performance/lightweight
Slower bikepackers, rich german tourers
PRODUCT
Overside pannier alternative
Rack based urban-utility
Cargo bike carry colabs
Child and passenger carry
Tailfin alternative
Urban cycle services (NHS,police, courier)
POSITION
Cycling adcovacy - Best tool for a holiday, race or commute
Experience over speed
A new series with integrated support and higher capacity
Not too much marketing stretch to reach these customers
BUISNESS
Larger, heavier items that connect more securely to bike may require more dealer support
More design skills or partners to overcome rack/hard piece challenges
Logistics cost may increase as well as cash tied up in product options
BONUS STRETCH
Rome 2 Rio for bikes - How to use them for any journey
Buy Tailfin or even other rack brand
A long-distance company for performance cyclists
Drop carry
Existing audience segment
PRODUCT
Sleeping and shelter equipment
Long distance specific clothing (camp/ride/camp jacket)
Lighting and visibility - colab potential
Medical and admin. Ultra saddle cream?
Internal pack organisation
Bottles and hydration systems
Tools. Long distance specific
Long distance specific aero bars
POSITION
Looking upstream to make more bikepackers/long distance riders becomes key. Race and scene support vital.
Cost of customer acquisition is low
When trying to sell more to the same audience product or service failures are more costly
BUSINESS
Turn Dotwatcher up and consider bringing in-house to become 'the' ultra bike people.
Significant design and sourcing challenges for new product categories.
Look beyond product needs for this group of customers who we already understand well. Services? See Stretch...
BONUS STRETCH
Tracking and SPOTS - A phone based system, free for events we support
Run our own races. Have to qualify or get invite. Defacto World Champs
Insurance for racers - though partner
Travel and bike transport to races
Sag insurance - extraction from race if quitting - through partner.
Bikepacking.com
A performance long-distance carry company
Drop cyclists
Runners, thru-hikers, SUP tourers
POSITION
Nice message from cycle to human-power ultra
Very large market with big sports players. Uniqueness key to stand out in crowed expensive marketing noise
PRODUCT
Lightweight hiking packs
Running vests
BUISNESS
Direct approach makes most sense, very large retail ops will reduce our margin, therefore our capacity for innovation and so our ability to innovate
BONUS STRETCH
Lager amount of potential customers makes bigger marketing options plausible: Brand Stores?