MARKETING STRATEGY Catherine Patton, Michael Ong, Laura Dent, Charlotte Feldman, Chase Barnett, and Sydney (Xinhui) Mo
HISTORY & BACKGROUND
BIG PICTURE Product Segmentation Placement Business Objective
Marketing Objective
Source of Volume
Target Price Position Promotion
BUSINESS OBJECTIVE Fundamental Entity Core Business Main Goal Core Competence ● ●
Engineering Superior Relationships: ○ Suppliers ○ Cities
Providing a quick means of transportation Transportation space/ sharing economy Achieve higher margin Strategic Asset ● ●
Low costs First choice for cities
Consumer Benefit Most up-to-date technology that provides for the best motorized scooter riding experience
CURRENT MARKETING EFFORT
Disruptive in Cities Startup Efficiency
5-BOX-POSITIONING
SEGMENTATION & TARGETING Demographic Behavioral Attitudinal
PRICE & PRODUCT
$1 to get started & $0.20 per minute The longer you ride, the cheaper it is
PLACE
College Towns Metropolitan Cities
PROMOTION
BIG PICTURE Product Segmentation Place Business Objective
Marketing Objective
Source of Volume
Target Price Position Promotion
CHALLENGE ONE: Promotion
CHALLENGE 1: Promotion
Now: Instagram and word of mouth
CHALLENGE 1: Solutions Increase Marketing Channels and Promotion Communication Objective - Increase Awareness
Partnerships with Social Media Influencers Increase Awareness and Positive Perception, Build Loyalty, Build Trust
Partnerships/Rewards Program with Local Businesses Build Trust, Mutually Beneficial
CHALLENGE 1: Cost Estimate Social Media Influencers costs: $9,000 per month 3 influencers $27,000 total cost
CHALLENGE TWO: Perception
CHALLENGE 2: Perceptual Issues
Think Bird costs too much (29)
Prefers other transportation options (19)
Thinks Bird is too much of a hassle (11)
COST BREAKDOWN: Implementation of Media Campaign Electric Scooter Market Size Per City
~ 94,000
Advertisement on Youtube (30 seconds)
14,100* $0.30 * 30 days = $126,900
Advertisement on Instagram (30 seconds)
94 * $6.70 * 8 days = $5,038.40
Total Cost
$131,938.4
CHALLENGE THREE: Safety
CHALLENGE 3: Safety Issues with Cities:
Helmet Issues:
- Not following traffic rules - Riding in unsafe places - Unsafe actions e.g two people riding on the same scooter
- Not bother to order helmets - Not willing to use helmets
CHALLENGE 3: Solutions Technology for Safety:
Improve Product:
- “No ride” zones - Easily report incidents to Bir
- Attached helmet to scooter for ease of use
USE WITH APPLICATION
CHALLENGE 3: Cost Estimate
75 scooters per city $30 per helmet
$2,250 per city
QUESTIONS
Works Cited Bird Charger and Lime Juicer – Side Hustling As An Electric Scooter Charger. (2018, November 9). Retrieved from Financial Panther: https://financialpanther.com/bird-charger/ Bloomberg. (2018, June 28). Bird CEO Explains Why His Scooter Startup Needed $300 Million. Retrieved from Fortune: http://fortune.com/2018/06/28/bird-ceo-scooter-startup/ Buchele, M. (2018, May 7). Are Electric Scooters Eco-Friendly? It Depends On What They're Replacing. Retrieved from KUT 90.5: http://www.kut.org/post/are-electric-scooters-eco-friendly-it-depends-what-theyre-replacing Clark, K. (2018, April 20). Even with a $400M valuation, scooter startup Bird faces an uphill battle. Retrieved from https://pitchbook.com/news/articles/even-with-a-400m-valuation-scooter-startup-bird-faces-an-uphill-battle Cities. (2018). Retrieved from Bird: https://www.bird.co/cities/ Dickey, Megan R. (2018, July). Bird now offers discounts to people with low incomes https://techcrunch.com/2018/07/19/bird-now-offers-discounts-to-people-with-low-incomes/ Hawkins, Andrew J. (2018, Sept 24). Bird's Electric Scooters Are Getting More Rugged to Handle Heavy Use. Retrieved from The Verge: www.theverge.com/2018/9/24/17886390/bird-electric-scooter-share-ceo-travis-vanderzanden
Works Cited Holley, P. (2018). Electric-Scooter companies conquer with a simple strategy: Act first, answer questions later. Retreived from https://www.washingtonpost.com/news/innovations/wp/2018/06/22/electric-scooter-companies-conquer-with-a-simple-strategy-act-first-ans wer-questions-later/?noredirect=on&utm_term=.fd8279ab7b30 Impact. (2018). Retrieved from Bird. https://www.bird.co/ Marshall, Aarian. (2018, July 24). Not Just Tech Bros: E-Scooter Fans Are Surprisingly Diverse. Retrieved from Wired: www.wired.com/story/electric-scooter-share-demographics-report-study-populus/. Shieber, J. (2018). Bird is raising $100 million to become the Uber of electric scooters. Retrieved from TechCrunch: https://techcrunch.com/2018/03/09/bird-is-raising-100-million-to-become-the-uber-of-electric-scooters/ Team, Trefis. (2018, May 1). What Drives Value At Electric Scooter Sharing Startups Like Bird? Retrieved from Forbes Magazine: www.forbes.com/sites/greatspeculations/2018/05/01/what-drives-value-at-electric-scooter-sharing-startups-like-bird/#57d6ddce67da.