Bird Scooter Presentation

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.