eBikesPlus ElectricBikesPlus_logo

Alex Sender's contact info: Alex@ElectricBikesPlus.com

About your client: "Electric Bikes Plus is an electric bike and battery web-store offering quality eBikes at competitive prices. Our mission is to change the perception of eBike riding, commuting and to educate, inspire and engage the public about this new remarkable two-wheel electric riding option. "

Client's product FAQs: https://electricbikesplus.com/faq/

Lynn University's iPulse article on original consulting project for Alex Sender and eBikes Plus: https://electricbikesplus.com/lynn-mba-graduate-students-involved-in-electric-bike-marketing-venture/

Class-Client Project's CHALLENGES

Outline an impactful and clear Value Proposition

Refine understanding of key Target Market Segments

Review and evaluate Digital Content and presence online

Competitive Analysis & comparison, locally and nationwide (eCommerce)

"How can I grow my eCommerce?" - Alex Sender ... come up with Marketing Strategy for eCommerce growth

PHASE 1: RESEARCH & IDEATION

On outlining a better, impactful Value Proposition

Analyze & compare eBikesPlus vs. similar competitors, both in FL and beyond, via eCommerce: website, digital content, prices, models, services, etc.

PHASE 2: STRATEGY (TBA)

Improve Brick & Mortar Sales Performance

OBJECTIVES:

Increase viable traffic ii. Maximize the appearance and effectiveness of the space iii. S.M.A.R.T. Goal/Ask… Sell three (3) eBikes each week out of the store for OND (October, November, December), and maintain that number moving into 2022.

Help select/vet a future space that is more conducive for selling and renting eBikes i. Closer to the beach ii. Stand-along store or place where traffic would be just those who are specifically shopping for or renting eBikes iii. Preferred location is the Deerfield Beach/Boca area within a mile or so from the Beach iv. A place that easy to get to, in a safe area, and that offers a reasonable test-riding area v. S.M.A.R.T. Goal/Ask… Locate and identify a few physical locations/storefronts that meet the criteria above for a future storefront location

Increase viable web traffic to ElectricBikesPlus.com i. Increase website sign-ups ii. Vet the email onboarding series, and make it more effective in engaging customers and getting them in the buying cycle Create scalable social media strategies/funnels that drive more viable to traffic to the website, increase brand awareness, and gain trust Optimize shopping cart and cart abandonment strategy for encouraging potential customers to complete their purchases S.M.A.R.T. Goal/Ask… Sell three (2) eBikes each week from the website for OND (October, November, December), and maintain that number moving into 2022.

Boost viable eBike rental traffic via Google and/or other effective online or publication methods i. Target North-east (NY, NJ, Conn) areas via google for planned eBike rentals when visiting the Broward/Palm Beach areas ii. Create and effective strategy to promote rentals for those who decide to rent bikes or Ebikes when in town Vet Rental page on website… i. Optimize the current rental page… https://electricbikesplus.com/ebike-rentals/ for SEO, ease of use, and effectiveness ii. Consider other ways, promotions, and/or affiliations to bring traffic to web page S.M.A.R.T. Goal/Ask… Have two eBikes rented at all times during OND (October, November, December), and maintain that number moving into 2022.

Increase/Improve Web/Online Sales & Presence

Explore & Grow in the eBike Rental Market

Ramp up marketing message & logo display

The display is weak/small. Make the logo larger, use bold letters to attract attention and rethink the amount of colors in the logo. Stick to 1 or 2 colors (too many can look sloppy)

Have a sign outside the mall with large letters "WE SELL THE BEST EBIKES WITHOUT THE EXTRAVAGANT MARKUP". Make sure that people passing by are aware that there are ebikes inside and that yours are priced lower. The lower price point can appeal to potential buyers.

Marketing message: similar to what was explained in value prop, make health claims. "Studies show ebiking provides a better workout than walking." or "Greater intensity than walking"

Use health claims to communicate marketing message "Did you know that regular ebiking leads to improvements in cardiorespiratory fitness, aerobic capacity, better blood sugar control, improved, within a month" make claims that can be back by science and that appeals to health and lifestyle choices to attract clientele.

Older populations care a lot about their health

"Baby boomers are among the most avid consumers of health information and approach their health care providers with far greater initiative and than did older adults... Baby boomers value and pursue social engagement and healthy lifestyle behaviors and have high expectations for wellness and independence in late life"

Create a website that is more concise, has less colors and is more simple. Nice and appealing pictures and videos help to add on to this aesthetic aspect. As mentioned in value proposition, including reviews for those who purchase, or rent out the bikes is a great way to increase interest and drive consumers to action.

Conduct a SWOT Analysis on eBikesPlus

Strengths: high quality bikes, ability to test ride them, fast and efficient mode of transportation, exercise without the intense effort, easy to use, lower cost in the long haul, no need to buy gas or oil, less pollution
Weakness: relatively expensive, heavier than normal bikes, brick and mortar store is not strategically placed in prime location, little selling opportunity in Kiosk, new to market, more established brands
Opportunities: build online presence and exposure, clean air (no pollution), no loud noises, target health conscious older population via health claims, no cars or vehicles that add to pollution
Threats: intense and growing competition in market, e-scooters and other e-bikes (cheaper for rental and to buy)

Similar competitors in FL: 12 competitors around the area: websites not as nice as ebikesplus, the content is boring, some do not have websites, some have bikes that are much more expensive, others have cheaper ebikes
EbikesPlus has better website, relatively similar price points, and much better user interface than these competitors

Ecommerce:
Rad power bikes has a clean and crisp website, highly interactive, highly friendly user experience and interface, simple to use and purchase is fast, fall sale on accessories may attract and incentivize consumers to buy, many positive customer reviews
Aventon: similar to rad power bikes, clean website, videos and appealing content, attractive color scheme and pretty bikes, many positive reviews
Both competitors have similar pricing and even slightly cheaper options
eBikesPlus: website not as aesthetically pleasing, image and content feels cluttered, more expensive

There are much cheaper rental bikes nearby (although not ebikes), the price point of $75 per day seems high so there may be a chance to grow it with lower prices (i.e. $50) , PARTNER WITH HOTELS- great way to offer guests a nice experience (decide whether to charge hotel or guests) for the day's rental, offer discount rental prices per week, offer discount on rental for parties of 3 or more, create a nice long bike trail experience where there is a tour guide that takes tourists on a nice ride through area

Utilize Social Media to promote brand website.
Simplify selecting options while on website.
Allow for customer reviews to be posted on website live.highlight benefits that having an e-bike entails( health/wellness, convenience)

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Show the benefits and think of everything that makes the e-bike unique. Think of everything that is positive about the e-bike. For example, Weight loss and exercise benefits, more energy, ways to connect with friends through e-bike rides, better transportation to work than being stick in traffic and taking the scenic route.

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Try to build brand loyalty and keep impeccable customer service. Reach out after new customers rent or buy and send a survey to see how the experience was and they have feedback or improvement suggestions.

Make sure experiences and community engagements happening on Social Media channels. It is all about the brand persona. Stick to the personality and unique characteristics of what makes Ebikes and Ebike company and post about it! Send e-blast updates to emails on file and add fun facts.

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Pairing the bikes and collaberate with apps like my fitness pal and workout trackers. Find the best target audiences like gyms, tourist locations, beach boardwalks, very active people ETC.

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Strengths: high end bikes, that are fast. They use efficiency for transportation and make commutes easier and more enjoyable. It can be used leisurely and as a form of exercise without the over exerting the body. It is a current market trend and adds to a healthy lifestyle. Cost efficient in the bigger picture. Better for the environment and no extra costs for supplies such as gas.

Weakness: High end products come with a price tag and it is expensive. Hard to add a market for kids bikes. They are heavy and need a strong user. It might eliminate broader target audiences. Brick and mortar store might need expansion or better location. Has competition.

Opportunities: There is a large, market for this. Since covid Health and wellness is ramping and people are wanting to be outside, more active and not in confined spaces. This is a great advantage and time opportunity. Brand and online persona growth is another great opportunity to market the ebikes.

Threats: Large competition in market. Faulty bikes that cost to repair, slow markets for kiosk/ pop ups

Global City Bike Brand (non electric)
Rad Runner Electric online sold e-bike
Blix Electric online sold e-bike
Delray Beach Florida : Green Revs Electric Bike Shop.
Pedego Electric Bike Shop in Boca Raton, Florida.
Enzoevike Electric Folding E-Bike in Pompona Beach, FL.

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Outline specific benefits of e-bikes(health benefits, convenience, etc). highlight howe bikes are eco-friendly, can be used for tourists, etc. Highlight customer reviews showing the positive benefits of ebikes.

Include client reviews and testimonials. They help to sell your product and allows users to read them and "test out your product" through others eyes. Also, it makes them feel good about their purchase when they see the positive reviews.

They also make your company more legitimate and reliable. Consumers will trust you more.

Utilize social media to market products( facebook, twitter, instagram). focus on customer experience( customer surveys good and bad).
follow up on any negative reviews on websites such as help.
utilize consumer egagement(surveys), feedback on goods provided.

Have additional items to get consumers to also purchase more, something like a helmet.

Offer a money back guarantee option on the website

Track social media, ad clicks and see what social media platforms your customers are coming from, that can say a lot about what age range your customers are in.

Make the website a little less overwhelming on the home page.

State the most important words you want customers to hear to get them interested in the product. Something like this: The eBikes provide a long lasting comfortable ride that is built to protect the environment and increase the users health.

Have different rental stations around a college campus, downtown, or where tourist attractions are to get more people interested in renting one.

Is there potential to make an eBike that can pull a child in the back or have a seat for a baby on the back? Maybe creating an attachment to hook up to the bike.

Have a rental eBike for children as well

Evolve Bikes in Florida offers a rental option as well, but with a lower price range. They also offer multiple bike options to choose from to rent. Another feature that the company offers is bike fittings. This is to ensure that the user is comfortable for the ride they will be on.

eBikes plus has a great rate for their rentals, they are right in the middle with their prices for rentals comparing it to other eBike companies in Florida.

One thing I noticed with the other companies, is that they also had other services or items that they sold as well that eBikes Plus does not.

Looking at another eBike company based out of California, they offer a customization feature. The consumer picks out the model they want and then they can start customizing the bike with a select option of colors and material. The eBike is also all made in the United States and is priced about the same as eBikes Plus.


eBikes Plus is still in the same price range as the company in California (Electric Bike Co), however, eBikes plus offers a wider variety to choose from and has a rental option for consumers.

Strengths: Better for consumers health, environmentally friendly, low maintenance, no license needed, faster to get around


Weaknesses: More expensive, heavier than regular bikes - which may be harder for the user to use.


Opportunities:
Expanding business operations in Florida or around Florida, making some eBikes available to be customized, Special promotions during busy times of the year, Offering eBikes for children.


Threats: Large competition around the world, especially China, competitive pricing

Putting your business downtown where there is a lot of bike riding, can help increase your sales. Also placing your shop where your target market is will get more customers in the door. Willows Plaza on 11420 Okeechobee Blvd in West Palm Beach, FL is going to be auctioning off in October.

Setting up a pop-up shop when there are events happening will draw in more people and they may choose to rent an eBike for a day or two for easy/convenient transportation. Can also attract tourist.

Make your brand more popular than other brands. What can you give that no other brand has done yet? Maybe adding luxury features to a few of the popular bikes, like a built in radio.

Encourage the customer to rent the bike for a day to see how they like it and they may end up purchasing one. You could even given them a discount if they do end up purchasing an eBike after they rented one.

Donate a bike to a large local, high class benefit/charity event for a good cause in return for free sponsorship and advertisement at event (when covid is better an large events return)

Partner with events that have bike marathons or mile bike rides. You can offer sponsorships or promotions to gain more clientele and business. Work with Broward county or PB county to do a city ebike type of pop
up. Its hard since it's heavy bike but if possible and realistic to lighten up make some for kids.


Run and event around South Florida universities to have students see the bikes and offer a deal. They can ,maybe ride around campus. Bring bikes to prospects and promote at local farmer markets.

I think of the way i rented a bike and rode iaround capitol hill l in DC. Maybe there are Florida tourist sites or parks you can do the same for locals.

The differences are folding/less heavy at the Pompano Beach shop. The rest are very similar products accept the city bike is not electric and are located on all major street corners with a different concept of bikes.

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Having this experience with family is great. The families can explore more about areas about Florida that they did not know.

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Electric Bikes of Florida: located in New Port Beach
website is neat/ first thing you see is bikes available for sale
at top of website has home page, blogs, FAQs, the fleet, rental program and contact optons
website has video with background into available. Bottom of website has consumer reviews

FloridaEbike.com: dealer of electric bikes in florida.website lists multiple models of ebikes available for rent and purchase. the website offers bike options for children(e-tricycles). the websites lists bikes and accessories(helmets)-has contact information and shows what is available vs. what is sold-ou. aesthetically website isn't appealing, but is simple to use.

Juiced Bikes: electric bike company based in San Diego California
webiste is aesthetically pleasing.
lists model bikes available for rent and purchase. lists accessories available for purchase. pop up comes on website that lists $50 off first purchase for signing up. bottom of webiste lists multiple customer reviews.

Having bike rentals available for children will help improve sales: families will want to nike together.
have rental locations available in public areas:( schools, malls, etc)
develop sponsorships with marathon events-bike marathons specifically. it helps bring attention to the brand.
reduce price for rental vs owning ebikes. making rentals cheaper will help encourage more business.

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They can have a package for many people are going to get back or with how many days are going to rent the bikes. That way the clients will be happy and will spread the word back home.

Partner with a local park or community where there are beautiful bike trails and scenery. Partnering with hotels and even Airbnbs could be a excellent way to grow. Using Airbnb frequently, often times home owners leave a list of fun things to dear nearby with brochures and coupons. Partnering with local Airbnbs would be a great way to get visitors and tourists to use your bike service and give them an activity to do while in town! :

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Also, using social media platforms like Instagram and Tik Tok would be an excellent way to grow because I know it shows me videos of activities nearby on my Tik Tok page. Posting a video of a family having so much fun riding the bikes on Tik Tok or Instagram would result in growth.

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STRENGTH
•Fast moving industry
•Online Store
•High demand for the bikes
•Physical Store In Florida


WEAKNESSES
•New to market
•High Price
•Low Marketing
•Teaching customers about Electric Bikes



OPPORTUNITY
•Spring and Summer weather
•Growing Industry
•Expend to Other Cities in American
•Partner with Hotels


THREATS
•Winter weather
•Local Laws and Regulations
•Competitors
•Safety Measures on the roads in different cities

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To improve performance the company has to increase marketing by creating more social media ads, also create points program for rentals.


Instore events can help increase sale, for example having champagne Saturdays can bring more people into the store who can possibly make a sale


Provide other bicycle equipment can also help with sales performance for example selling helmets, sheen guards,etc.

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Strengths: Good Quality Bikes, speed, efficient transportation method, can be used for mulitple purposes(leisure, exercise,transportation)
Weaknesses: good quality parts are costly
heavy/ not east to maneuver, the brand is new to the market
Opportunity: strengthening online presence, placing sales kiosks at local malls, building online presence through social-media
Threats: competitive market, cost of repair and maintenance

EBike s and other competitors are not that far from each other. Around Fort Lauderdale beach, there are other electric bicycles that are available for rental rental, so that can give the competitors in advantage because they are renting instead of selling, most people will not like to carry the bikes with them they just would like to take them out for a ride. I also believe Providing rentals to people on the beaches in different areas could put the company where it needs to be in the competition.


The sales in the service is the same as competitors in most area, most of the competitors are offering Vanoss and merchant hotels and resorts which give them a Boost to address. Having the stores located in Fort Lauderdale it’s a great area versus other competitors because the weather in Florida is very predictable for this type of business.

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Also, you can associate with the universities, and hotels around the store area.

That way the clients will be happy and will spread the word back home."

They can have a package for which many people are going to get back or with how many days are going to rent the bikes.

The families can explore more about areas about Florida that they did not know.

Your rental prices are right, take advantage.

  • One of my ideas is "having this experience with family".

Remember that: USA Electric bike and scooter rental market is projected to grow from USD 2.5 billion in 2019 to reach USD 10.1 billion by 2027, at a CAGR of 18.9%.

I suggest reviewing your competitors' procedures to make a friendlier engagement

UX remember the procedures to rent a car

Renting an E-Bike from you is cumbersome. and an ugly experience.

EBike Rentals: UX/UI Looks as it is not your major concern to increase revenues from that segment of the market.

The Landing Page: I found it a little confusing and I can not be sure if your primary goal is to sell them or to rent them

  • I believe you can use the EBike Rentals "Call to Action Button" to let customers know that option exists.
  • I suggested making some changes to the landing page and taking out the word "& RENT" to avoid the customer's mind dispersing toward rent at that time.

Regarding the UX:

The industry three bikes is actually going, especially in Florida California and Innoway. The global electric bike market was value add 400 million in 2019, and is projected to reach 118,000,000 x 2030, so it is supposed to grow at 10.5% from 2020 to 2030. Apart from increasing customer prefers towards recreational and adventure activities, The adoption of a bike application and silver sectors, like lunch a stick and a white windows services, it’s expected to drive the market and a positive way.

In order to have a better proposition. The bike has to be you need to customize, the logo to brand has to be so popular to the point that you can do TickTockers known about it and Pomeranian promoting it peeing in this area it is important to build a brand that will stick to the customer and green in image, It is very easy to which customers due to the social media platforms, emphasize more on the brand even though the company does not have like a big inventory, the brand will help bring awareness to the store into the bikes so that other companies such as hotels and resorts or restaurants will have offers to partner with them.

There are A lot of ways to improve online web sales, The one that I chose are having a key search word performance.
Always include certain keyword and in the concept,
having the website on the packaging in the receipts.


create memorial content
white guest post,
cute very active on social media platforms,
use advertising to a Christian website traffic,
use emails and newsletters,
influencer Outreach.