consumer behavior: bay area bike share

“Your most unhappy customers are your greatest source of learning.”

Bill Gates

“Your company's most valuable asset is how it is known to its customers.”

Brian Tracy

“Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values.”

Simon Mainwaring

Personal Experience

Personal Experience

Personal Experience

Personal Experience

Piyanuch Kangwankijwanich (Tu), Thitirat Jetaramwong (Annie)

MKT 338 Consumer BehaviorInstructor: Michal Strahilevitz

Fall 2013Mariam Benmoussa, Olga Levkina, Kohki Seimiya

Current Situation

Product

Contemporary Bikes Mobile App Customer Service 24/7

Price

Unlimited 30-minute trips

•$88 Annual

•$22 3-Day

•$9 24-Hours

Place

Crowded strategic locations

•Transportation hubso CalTrain, BART, MUNI, Ferry

•Financial districts

•Downtowns

Promotions

Target Market

Demographics•18+

•Males & females

•Working professionals

Geographics•Do not live and work in the same area

Psychographics

•Active•Sportive•Looking for fast commute

Competitors

No direct competitors

•BABS is unique in its product category

Indirect competitors

•19 bicycle rentals

Our Research

Research

Interviews

10 males & 10 females

12 BABS users vs. 8 Non users

16 Working professionals vs. 4 Students

7 Living in the city and working in the city

9 Living outside the city and working in the city

Social media

Facebook, Twitter, YouTube (27 comments)

Insight

Heavy users: Living outside the city and working in the city

Insight (Cont.)

Limited number of stations vs. smaller stations

Insight (Cont.)

Caltrain Station, Weekday, Morning 8 - 10 am

Empty stations in morning peak hours

Insight (Cont.)

Caltrain Station, Weekday, Evening 5 - 8 pm

Full stations in evening peak hours

Insight (Cont.)

Inconvenient time limit (30 min)

Insight (Cont.)

Peace of mind

Insight (Cont.)

What is Ride Mint?

Experiment: Day 1

Walking•Time: 25 min

•Price: $0

Experiment: Day 2

MUNI•Time: 14 min (MUNI) + 6 min (walk)

•Price: $2

Experiment: Day 3

Bay Area Bike Share•Time: 12 min (bike) + 3 min (walk)

•Price: $9 vs. 24 cents/day

•Enjoyable

Product Benefits

Save your health, time, and money!

People Do Not Know How to Use

People Are Struggling with Usage

Inconvenient Payment System

List of Problems

• People do not know how to use

• People are struggling with usage

• Empty/full stations in peak hours

• Inconvenient payment system

Recommendations

BABS Racing Challenge

BABS Racing Challenge

Find Sponsors to make this event be

‘talk of the town’ topic

and catch media’s attention

BABS Racing Challenge

Pair up Find and follow hints First pair that reaches the destination gets the prize

BABS Racing ChallengePre-Launch: Create awareness

On

line

On

-gro

un

d

BABS Racing ChallengePre-Launch: Create awareness

Print media & Broadcast

BABS Racing Challenge

Pre-Launch: Create awareness

BABS Racing ChallengePre-Launch: Recruiting Methods

Step 1: Duo prospect racers create videos telling how can they change SF to be a greener place

Step 2: Post those videos on BABS’s FB - This is the way we could drive traffic to BABS’s FB

BABS Racing ChallengePre-Launch: Recruiting Methods

Step 4: Announce 10 pairs of candidates (20 people in total) on BABS’s media

Step 3: 10 videos that get most likes on BABS’s FB will be candidate racers

Support the winner’s idea by donating money online

BABS Racing ChallengeLaunch: Given Accesories

Create awareness when racers bike around the city

Experience BABS App

BABS Racing ChallengeLaunch: How to play

BABS Racing ChallengePost- Launch: Share the experience through media

Video Contest

● Share you best experience on

Instagram, YouTube

• Winner: Number of likes

• Prize: Annual memberships

Proactive Bikes Rotation

Payment System

Facebook Gift Cards

Our Conclusion

Conclusion

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”

Jeff Bezos

References

• Bay Area Bike Share. (2013). Bay Area Bike Share. Retrieved from http://bayareabikeshare.com

• Bay Area Bike Share Facebook. (2013). Bay Area Bike Share. Retrieved from https://www.facebook.com/BayAreaBikeShare

• Bay Area Bike Share Twitter. (2013). Bay Area Bike Share. Retrieved from https://twitter.com/SFBayBikeShare

• Bay Area Bike Share Tumblr. (2013). Bay Area Bike Share. Retrieved from http://bayareabikeshare.tumblr.com

• Bay Area Bike Share Instagram. (2013). Bay Area Bike Share. Retrieved from http://instagram.com/bayareabikeshare

• SFMTA. (2013). City Bike Count Up 71 Percent Since 2006. Retrieved from http://www.sfmta.com

Q&A

Backup Slides

Bike

Example of Indirect Competitor

Founder: BAAQMD