Lock king

LOCK K ING

LOCK KING ANGELA KIM, DANIELLE MOU, VASILIOS LAMBOS

TABLE OF CONTENTS / WHAT FOR WHOM . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 - 7 / PRELIMINARY RESEARCH . . . . . . . . . . . . . . . . . . . . . 8 - 11 / EEE COLLABORATION . . . . . . . . . . . . . . . . . . . . . . . . 12 - 16 / PRIMARY RESEARCH. . . . . . . . . . . . . . . . . . . . . . . . . . . 17 - 21 / APPLICATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 - 29 / FINAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 - 37

/WHAT FOR WHOM?

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- WHAT FOR WHOM -

WHAT Lock King is a bike rack that ensures the safety and security of a cyclist’s bicycle by offering a locking system that effectively minimizes space.

WHERE This bike rack would be implemented in cities where bike racks are not immediately available in the urban space. Bike racks in the city tend to take up space on the already crowded sidewalks and are limited to only a few bikes at a time.

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- WHAT FOR WHOM -

WHOM TARGET USER

THE CYCLIST

REASONS

Liesure

Main transportation

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Excersize

- WHAT FOR WHOM -

Name: Paige Age: 32 Occupation: Freelance Journalist Main Transportation: Car, Subway Lives in: Washington, DC

3 ARCHETYPES

Paige is a mother of three who mainly works from home. When she has free time, Paige takes her five year old daughter out to the park for two or three hours. Paige is a regular member and pays the hourly rate each time.

Lock King Member

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Usage: 1-2 times/week Hours: 2-4 hours

- WHAT FOR WHOM -

Name: Jack Age: 20 Occupation: College Student Main Transportation: Bike, Subway Lives in: Brooklyn, NY

Name: Phil Age: 54 Occupation: Retired Athlete Main Transportation: Car Lives in: Long Island, NY

Jack is a full time junior who lives off campus. He relies heavily on the subway and biking to get to class. The subway lets Jack off five blocks from campus so he usually bikes to avoid the walk. Jack has classes every day of the week and has tutoring on the weekends so he takes full advantage of the Lock King Premium membership.

Phil is a retired roadracer who lives on the outskirts of the city. He likes to maintain his body physique and muscle by riding his bike into the city at least four days a week. He stops for a quick break where ever he finds bike parking. He usually does not stay long enough to have to pay the hourly rate.

Lock King Premium Member

Lock King Member

Usage: 5-6 times/week Hours: 4-7 hours

Usage: 4-6 times/week Hours: 30 mins - 1 hour

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/PRELIMINARY RESEARCH

http://www.bikeradar.com/news/article/gps-blamed-for-bike-theft-increase-36709/

- PRELIMINARY RESEARCH -

“

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ONE BIKE RACK TO EVERY THIRTY FOUR BIKERS. - Transportation Alternatives

- PRELIMINARY RESEARCH Lack of a specific abandoned bic bike riding in cities has created a mascauses agency confusion ove or short-term, outdoor bike parking. respond to public complaints n bike riding is also leading to an parked bicycles blocking the si ndoned bicycles locked to bike racks causing dangerous conditions a ic property. A major attraction of PROBLEMS do with abandoned bicycles. T nvenience of being able to park outin city agencies ac ination.A major Bike attraction racks organize parked of biking is the conveniencepolicy of beingresults able to park hocbicycles basis, cutting bike locks out- side free your destination.

Bike racks organize ad parked and keep ep sidewalks from obstructions. free from areas obstructions. in big metropolitan tifying bike owners and, essentia in big sidewalks metropolitan like Unfortunately, NYC, areas like NYC, the ratio of bike racks to bikerspeople’s is overwhelmingly low, bicycles. ke racks to bikers is overwhelmingly with only one bicycle rack for every thirty-three bicycle riders. ne bicycle rack for every thirty-three

According to the NYC Department of City Planning’s 1999 Bicycle Survey Report,

the lack of secure bike parking, and, thus, the fear of a other stolen bike is the number Bikers who leave their bikes lo must use obone obstacle to would-be bikers. public poles would often find thei

bike riders cure their bicycles, such as been clipped and taken by city o New York’s bike riders must use other objects to secure their bicycles, posts,such lampposts, parking assumed itentrances, was abandoned. There as street signposts, lampposts, parking meters, subway way entrances, fences, and, bike fences, and, unfortunately, trees. Short-term parking the city is tocol forinauthorities to follow to d largely a free-for-all. In pop- ular cycling neighborhoods, where the few or just parke a bike abandoned y, trees. existing bike racks are well used, people are forced to lock their bicycles

these bikes will never be retur owner because there is no syste

to all available fixtures, sometimes to the detriment of pedestrians.

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- PRELIMINARY RESEARCH -

http://www.pursuegoodstuff.com/blog/2012/instagram-3-new-york-city/img_20120819_221043/

Bikers who leave their bikes locked onto public poles would often find their locks have been clipped and taken by city officials who assumed it was abandoned. There is not protocol for authorities to follow to determine if a bike abandoned or just parked. Many of these bikes will never be returned to the owner because there is no system.

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/EEE COLLABoRATION We presented initial idea to the Entrepreneurship and Emerging Enterprises class (EEE 378) and they helped us develop a business plan.

They identified potential marketing problems and compared our service with others in the market.

Yax Pac Cruz Hailey Hu Natalia Irisarri Brian Velez

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- EEE COLLABORATION -

1 . MARKETING SEGMENTATION “We had to segment the market to identify the different groups of potential users. Using the Nielsen Segmentation system, we have identified 2 possible segments. This has given us a more comprehensive view of the segments that align with customers traits. It is a tool that permits us to analyze segment groups based on demographics and behaviors.�

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- EEE COLLABORATION -

2. PORTER’S FIVE FORCES ANALYSIS The rivalry amongst competitors: High - Renovated building by adding parking space per 7,500-10,000 square feet.

- SpyLamp , BikeSpike is a device that adds an extra layer of security to bicycles by enabling cyclists to track a stolen bike via GPS. - CityRacks that provide free sidewalk bicycle parking racks throughout the five boroughs.

The threat of subsidies: High - Many substitutes available: cars, motorbikes, walking, public transportation, and taxis.

- No switching cost (however with most substitutes significant acquiring and running costs - car) The power of supplier: High - The quality of some of the products supplied can impact the quality of Lock King.

- Lock King may just want to stay with one supplier and have a long-term relationship.

- Not many suppliers (limited market) The threat of new entrance: Median - Low switching cost (for customers to switch to another place to park) - Growing size of the market because stolen bicycles are becoming to a serious problem.

- Terrible traffic in the city.

- More people focus on sustainable and environmentally friendly modes of transportation.

The Power of buyers: High - There can park other available spaces for bicycle.

- No switching cost.

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- EEE COLLABORATION -

3. COMPETITIVE ANALYSIS

Lock King’s competitive advantage is that it has been designed to cater specifically to bicycle owners who value safety above all else. DOT parking, while being free, has been proven to be too susceptible to theft, and the cost of replacing a stolen bike is much more than any savings that the user would get from free parking. Citi bike on the other hand provides very secure parking however; it requires cyclists to use Citi bikes instead of their own bicycles, which is of no use to bicycle owners.

The Lock King will allow bicycle owners to park their bicycles in a secure location without the need to worry about requirements such as security deposits or memberships. Users can opt to get a monthly or annual membership, or they could simply pay a flat fee to use the parking spot for the day.

Provide safe parking for any customer whether they own a bike or rent one. The real differentiator lies in the Lock King’s locator capabilities, which allows users to track in a real time the closest available bike rack where they can securely park. This feature is not offered by any of our competitors and is sure to be a strong source of competitive advantage for our business.

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- EEE COLLABORATION -

This graph compares DOT, Citi Bike, and Lock King with the potential user. Although Lock King tops the charts with its serives and safety features, it lacks

brand recognition.

We realized entry into the market would be tough because of the amount of money this would require to start up. As the EEE group pointed our multiple times, Lock King lacked brand recognition. So we looked into how Citi Bike gained their brand recognition.

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/PRIMARY RESEARCH

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- PRIMARY RESEARCH -

INTERVIEW WITH PATRICIA ENRIGHT

Chief Talent Officer Publicis North America

Citibike was a $17 million project and was a partnership between Publicis, Citibank, and NYC Department of Parks and Recreation.

How did Citibank ďŹ nd the right entry to market with their integration of Citibike?

Citibike was a way for Citibank to further their brand and was an advertising campaign done

by Publicis. Each bike rack had to be organized and placed so that they would all be thirty minutes from each other. After the interview with Patricia, it was evident that this bike rack would not be able to exist without another party backing it. If it was realized, Lock King would partner up with another credible brand to gain the recognition needed to enter the market.

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- PRIMARY RESEARCH -

LOCK

Membership and prices

KING

Citibike Membership A full year of as many 45 minute trips

Single membership with different options:

Regular Membership First hour of parking is free

Annual..............$149

24-hour......................$8 3-day.......................$17 30-day.....................$28 Annual....................$85 Monthly.....................$8

15min.....................$0.25 1hour...........................$1

Short Term Membership Offers 24hours of rides or 7days of rides of as many 30 minute trips 24-hour................$9.95 7-day.......................$25

King Premium Membership First 6hours of parking is free 15min.....................$0.15 1hour......................$0.60 Monthly.....................$10 Yearly.......................$120

Rent Bicycle Use Own Bicycle Able to Lock Own Bicycle

App Interface - 19 -

- PRIMARY RESEARCH -

To gain more insight on the mechanics of a bicycle, we visited a local Syracuse bike shop called Mello Velo.

During our observations, we measured different tire widths to ďŹ gure out the average size of our bike rack, as well as what the thinnest and thickest width is.

We experimented different ways of picking up a bike and discovered that the easiest way was wheeling the front tire up, as shown in the image above..

- PRIMARY RESEARCH -

To observe bike racks that are used currently today, we decided to go to the ESF (Environmental Science and Forestry) campus where there was an abundance of bike racks.

There were various racks that took different shapes and forms, but the one that stuck out to us the most was the vertical bike rack pictured above.

Upon arriving to this bike rack, we immediately saw that the majority of someone’s bike parts were stolen, only leaving the tire that is locked against the rail. This supported our belief that securing from bike theft is extremely prevelant and important.

/APPLICATION - 22 -

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- APPLICATION -

iphone home screen

splash screen

home page search bar hamburger menu

App name

App icon Map

parking spots page

time duration page

done

name of area

selected time duration page done

done

name of area

name of area

parking zone

parking zone duration

duration

time options selected

parking spots

time options

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- APPLICATION -

hamburger menu expanded

membership page

drop pin selected on map

done

profile picture

King Premium Membership Information

name

search bar hamburger menu

Find spots Membership Account Settings

Regular Membership Information

Bank Account Help

Map

confirmation pop up

active session

hamburger menu expanded with active status profile picture

name of area parking pop up asking for zone confirmation cancel

duration

parking zone

name active title Find spots

confirm

Membership

remaining time

Account Settings Bank Account

transaction information unlock

add time

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Help

- APPLICATION to home goes back

find spots

[click hamburger menu]

iphone home screen

splash screen

membership

Menu [slides right]

Lock King home screen

membership information

account settings bank account help

[click on app icon]

[slide menu left] [click drop pin on map]

on

h am b

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cli ck o

nh am b

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parking spots

clic

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contact and support

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[click on spot then done]

time duration done

confirmation pop up

[click time then start]

unlock add time

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linked bank account

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STYLE GUIDE

- APPLICATION -

Typography

Color Palette

C: 68% M: 61% Y: 59% K: 46%

C: 58% M: 49% Y: 46% K: 15%

C: 36% M: 14% Y: 6% K: 0%

Point sizes vary from 10pt, 12pt, 14pt, 20pt, 24 pt, 25pt, 30pt, and 60pt.

C: 9% M: 7% Y: 12% K: 0%

Headers

Helvetica Bold Avenir Light Avenir Roman Avenir Medium Avenir Black

Form Elements 4:15 PM

Please verify your reservation Do you want to reserve this spot for 1 hour and 30 minutes?

Search Near...

Fee: Covered by membership

4:15 PM

Memership Plan

John Smith

Active Session

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4:15 PM

Parking Spots

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4:15 PM

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6 hours 51st and Ave of Americas

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4 spots available

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seconds

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LOCK

KING

54 th

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The Museum of Modern Art

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Radio City Music Hall

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- APPLICATION -

4:15 PM

4:15 PM

Memership Plan

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Search Near...

King Premium Membership John Smith

The King Premium membership is ideal for riders who use the system on a regular basis and wish to save on frequent parking fees.

Membership

Bank Account

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4 spots available

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You may purchase this membership plan by monthly with a fee of $10 per month, or an annual fee of $120.

Account Settings

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51st and Ave of Americas

Le Bernardin

Find Spots

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The Museum of Modern Art

52 th

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Radio City Music Hall

Regular Membership

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You may set up a regular membership with no extra fee other than the $0.25 for every additional 15 minutes of parking.

Active Session

Start

51st and Ave of Americas

Fee: Covered by membership

2 hours

Confirm 15 minutes

4 hours 5 hours 6 hours

30 minutes 45 minutes

John Smith Active Session

Find Spots Membership

REMAINING TIME

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minutes

Transaction Number:

3 hours

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Do you want to reserve this spot for 1 hour and 30 minutes?

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51st and Ave of Americas

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Time Duration

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seconds

4924518342 51st and Ave of Americas

Spot:

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Start:

Mon. July 01, 04:15 PM

End:

Mon. July 01, 05:45 PM

Payment Info:

Membership Plan

ADD TIME

UNLOCK

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Account Settings Bank Account

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Help

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The regular membership is ideal for riders who use the system on an irregular basis as well as first time users that want to try it out.

4:15 PM

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For regular members, the first hour of parking is free. After the first hour, the regular member will have to pay $0.25 for every 15 minutes.

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For King Premium members, the first 6 hours of parking are free. After the 6 hours, the King Premium member will have to pay $0.15 for every 15 minutes.

/FINAL

- FINAL -

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- FINAL -