Elby | 2021/2022 Full Product Catalog

Marketing Plan Prepared by: Jacob Larsson

MOC.YTILIBOM YBLE

ELBY MOBILITY

Key Takeaways:

Things to Discuss

Goals, Objectives, Strategies Buyer Personas Content Initiatives & Strategies Key Timelines Marketing Budget

ELBY MOBILITY

Goal, Objective, Strategy, Tactics Goal

Objective

Elby achieving a $7.5 million

Sell 3000 Elby Bikes in 2021 (B2C and B2B)

company by the end of this year.

Strategy

Tactic

Get in the face of the right customers at the right time (B2B

Using a combination of Digital Marketing and

Dealers and B2C end users). With the launch of our new bikes releasing this year we will be entering other segments of the E-Bike market that will allow us to capitalize on different types of consumers.

ELBY MOBILITY

Advertising as well as using the “Riches are in the Niches” approach and advertising to end users and dealers in various Electric Bike and Cycling Magazines.

Buyer Personas (Ideal customers/Bike)

Anika Sherwood

Molly Bradshaw

Matthew Fromman

Ideal Bike: Urban Cruiser

Ideal Bike: Elby Step S2

Ideal Bike: Urban Crit

Looking for the latest and greatest tech for

Looking for an electric bike that meets her needs

Looking for affordable ebike option that allows him

her favourite hobbies.

and wants in her older age

to commute in the busy streets of Toronto.

Molly is an outdoor lover and firm believer in

Matthew is a Toronto University student

latest and greatest technology in all her favourite

reducing carbon emissions in the world. She

who is looking for an affordable means of

hobbies. She resides in California and was not

was once an avid biker but in her older age

transportation through the city.

interested in cycling until covid inspired her to

she is looking for something more

look for more active transportation alternatives.

ergonomic.

Anika is a technology lover and looking to own the

Buyer Persona - Elby

Matthew Fromman

Age: 25 Relationship Status: Single Income: $45,000 Location: Toronto Occupation: University Student Goals: Be the best and own the best, Always looking for new ways to stay active, Travel.

Motivation: Motivated to be the best at everything he does and to own the best products.

TV Shows: Only watches TV for sports and opts for Netflix, Disney +, and YouTube to consume video.

Bio: Matthew is a highly motivated university student who expects the best out of himself and the products he consumes. His life revolves around his education and his friend group. He is a business major at the University of Toronto so his looks and appearance are highly important to him. His busy life involves travelling across the city everyday.

Music: Indy, Rap, Hip Hop, Rock, Throw backs

Communication & Technology: Matthew prefers Text messages as he is always on the go and enjoys owning the latest iPhone, Sports Tech, Apple watch.

Top Used Apps: Instagram, Facebook, Snapchat, TikTok, Apple Fitness, YouTube

Shops at: Apple, Calvin Klein, Roots, Walmart, Starbucks Hobbies, Interests & Passions: Sports, Fitness, Traveling, Business networking events Dislikes: Public Transit, Waiting, Late night classes, Cancelled plans Ideal Elby Product: Urban Crit, the Urban Crit is an affordable product for Matt as he is on a tighter budget do to being a university student.

It also cures one of his major dislikes of public transit, the design also co-aligns with his love of owning the latest and newest products.

Buyer Persona - Elby

Molly Bradshaw

Age: 60 Relationship Status: Married Income: $90,000 Location: California Occupation: Head of HR Goals: Stay active and adventure with her husband since they are close to retirement.

Motivation: Being able to do the things she loves no matter her age. Keeping active with her husband and starting to adventure more now that they are close to retiring. Reducing her carbon footprint.

TV Shows: Music: 70's, 80's, 90's, Todays Top Hits,

Bio: Molly is a hard working women who has been in the business industry for a long time.

She works hard so she can play hard and tries to stay active even as she gets older. In her older age she understands the importance of reducing her carbon footprint and wants to find alternatives to her every day vehicle.

Hobbies, Interests & Passions: Traveling, Activities with her husband (curling, bowling, skiing)

Communication & Technology: Molly prefers email/call as that is what she is used to from working in a corporate environment.

Ideal Elby Product: Step S2, The Step S2 will provide Molly with a sleek step through design that is ergonomic not only for her but also her husband. No matter their age the S2 will always meet their needs with ease of use and comfortability.

Top Used Apps: Facebook, Business Insider, LinkedIn

Shops at: Lulu Lemon, Eddie Bauer, Marshals, Winners, Local boutiques

Dislikes: The thought of not being able to do something do to her age, Travel ban, Activities she cannot do with her husband

Buyer Persona - Elby

Anika Sherwood

Age: 35 Relationship Status: Single Income: $75,000 Location: Vancouver Occupation: Marketing Professional Goals: Finding transportation alternatives to avoid congested travel.

Motivation: Having the latest and greatest technology.

TV Shows: Music: Rap, Hip Hop, R&B

Bio: Anika is a technology lover and looking to own the latest and greatest technology in all her favourite hobbies. She resides in California and was not interested in cycling until covid inspired her to look for more active transportation alternatives.

Shops at: Lulu Lemon, Winners, Pandora, Sport Chek, Footlocker, Nike

Communication & Technology: Text messages, DM's, Snap Chat

Dislikes: Anything that inconveniences her, Technology not meeting her needs (laggy, glitching)

Top Used Apps: Facebook, Instagram, Snapchat, LinkedIn, Twitter

Hobbies, Interests & Passions: Eating out, going out with friends, sports, following the latest trends

Ideal Elby Product: Urban Cruiser. The Urban Cruiser will fit her need of wanting the most up to date product and meet her needs of not being an inconvenience.

Digital Marketing ELBY MOBILITY | ELBYMOBILITY.COM

Includes: Facebook/Instagram, Google, LinkedIn, Media (Magazine + Website), Email Marketing

Facebook

Facebook (B2B/B2C) Goal: Creating an effective sales funnel that hits and filters users to each stage.

Top of the Funnel - Brand Awareness: These ads will be created and targeted to the top states in the US for E-Bikes and all of Canada into two separate campaigns.

We will use two different ad sets (Video, Image).

Targeting: Age: 25-64 Locations: US & CAD Users interested in: Electric Bike, Electric Bikes, Bike Commuters, Electric Vehicles, Electric Hybrids, Plug-in Hybrids, Tesla, Electric Bicycle, Bicycle, Sustainability, Environmental Sustainability, Trek, Giant Bicycles, Electric Motor, Green Vehicle, Electric Car, City Bikes, Battery Electric Vehicle

Reasoning: The logic behind using both a video and image ad set it to determine which advertising method is more effective with the users we target. With a video campaign we will be able to retarget anyone who watches a certain % of the video into the next stage of the funnel and anyone who interacts with the image ad (click, like, share, comment, tag friend) we will also be able to retarget to the next stage of the funnel.

Facebook (B2B/B2C) Goal: Creating an effective sales funnel that hits and filters users to each stage.

Middle of the Funnel - Lead Form:

Reasoning:

The middle of the funnel will come from a

The middle of the funnel is where we will

combination of Targeting and retargeting from

give a name and face to the users from

collected data (Data from Facebook Pixel, users

our brand awareness campaign, this will

who interact with social media, users who

be targeted at users who have shown an

interacted with an ad, users who watched a

interest in the Elby brand and entice them

video).

to sign up for our email newsletter. Those

This will ensure those who see the "Lead Form"

who sign up for the newsletter can then

ads are qualified users and will be interested in

be considered qualified to move to the

Elby content and qualified to bring to the next

next stage of the marketing funnel.

and final stage of the funnel

Facebook (B2B/B2C) Goal: Creating an effective sales funnel that hits and filters users to each stage.

Bottom of the Funnel - Conversions: Conversion ads will be for users at the bottom of the funnel ready to purchase. The ad will target users that are interested in electric bikes and also retarget the users that have been filtering through our Marketing Funnel.

Reasoning: The conversion campaign is the most important campaign type as it is the ad that will convert a lead into a customer.

Facebook Ads Key Timeline Campaign Launch Months

March/April

June/July

June/July

August - December

Sell off single speed Elby

Brand Awareness

Lead From ads, we will

This is when we will

Campaign launched

also launch the Lead

launch the conversion

with the new Elby bikes

Form ads on the same

campaigns focused on

at the forefront of the

date so those

the sales of the new

ad.

interested in the new

Elby product.

S1's. Use the above mentioned plan and develop a marketing funnel for single speeds. We can use the data generated from this and use it when the new Elby products release later in the year.

products we can stay on top of via email and retarget them on launch day with

ELBYMOBILITY.COM

conversion ads.

Facebook Ads Budget Budget Brand Awareness - $100/month Lead Generation - $100/month Sales Campaign - $400/month Total: $600/month *Will adjust budgets accordingly depending on campaign performance.

ELBY MOBILITY

Facebook

Google Ads

Google Ads Goal: Use Google Smart Shopping to auto target the right users ready to purchase now.

With Smart Shopping campaigns, your existing product feed and assets are combined with Google’s machine learning to show a variety of ads across networks. Our systems will pull from your product feed and test different combinations of the image and text you provide, then show the most relevant ads across Google networks, including the Google Search Network, the Google Display Network, YouTube, and Gmail. In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.To help you get the best value from each ad, Google also automates ad placement and bidding for maximum conversion value at your given budget.You can create up to 100 enabled or paused Smart Shopping campaigns in your Google Ads account. In order to maximize performance, Google recommends that you consolidate your Smart Shopping campaigns and only create separate campaigns when necessary due to business requirements (e.g. different ROAS goals for different parts of your product inventory).

Google Ads - Key Timeline Campaign Launch Dates

February/March

March/April

Continue Through Year

New Product Launch Date

Setting up "Google

Google Smart

Merchant Center" this is

Shopping Campaign

We will keep the Google

When the new Elby

the virtual shop that

with the focus of selling

Smart Shopping

Products launch we will

Google will use to

off the Elby S1 Single

Campaigns running

create smart campaigns

advertise our products

Speed Bikes. This will

through the year and

specifically for each of

to consumers

also allow us to start

monitor how well they

the products, and with

perform. The CPA will be

the data from the

the key metric to

existing campaign we

consider as that is how

will have a better idea as

much we are spending

to what results to

per sale.

expect.

building data on our Google ads accounts we can use in future campaigns

Google Ads Budget Budget Google Smart Shopping Campaigns Monthly budget: $3000 Campaigns: 4 (single and nine speed US+CAD) $2000 for US, $1000 for Canada Total Cost/year: $30,000

ELBYMOBILITY.COM

ElbySocial@gmail.com

Email Marketing Goal: Have a large segmented B2B + B2C email list (5000 users by the end of the year) Content:

Promotions: Email Marketing is the highest

Fan Fridays: This is a fun segment that we are currently

converting social channel (15% conversion rate

doing every week. It is engaging for our selected Elby

as of 2020) so running promotions to these

superfan seeing themselves on social media for a brand that

users who have signed up for the Elby

they love, it is also good to get this type of content on the

newsletter will be something we push with the

eyes of potential buyers to hopefully persuade them to

release of new product, be it bike or accessories.

purchase. This content style is also great for us because it

Initiatives to grow the Email list: The best ways

gives us insights as to who are target market is, who really is

to increase the Lead List for Elby is going to be a

buying the Elby bike and who are these Brand enthusiasts

combination of contest that will be run in house

that want to get involved with Fan Friday?

and from the two bicycle magazines we are

Tech Tips: This content is highly engaging for already

going to deal with this year. We will also run lead

existing Elby customers. This content style also displays a

form ads targeted at users interested in the Elby

good sense of customer service and on-going support for

bike and add those users to our mailing list.

the Elby brand.

Email Marketing Goal: Have a large segmented B2B + B2C email list (5000 users by the end of the year) Dealer/Consumer Blasts: Bicycle Retailer has a newsletter blast in which they send 2500 independent or chain retail stores information about becoming a dealer as well as Dealer + Consumer. This will be something to take advantage of near the release of the new Ebikes and on the launch of the new Electric Bikes.

Giveaways (Newsletter sign ups): A contest/giveaway is one of, if not the best way to entice people to sign up for a email marketing list. The user will fill a form to submit an application to apply for the giveaway and will be added to our email marketing list via Hubspot. This will also be run through Canadian Cycling Magazine and Bicycle Retailer doing contest giveaways for us and confirming they will share the sign ups with us to input on our own CRM tool for further email marketing efforts.

Email Marketing - Key Timeline Mailing Types and Schedule

Weekly Newsletter

Promotions

New Bikes Hype

Every Thursday this is a

I.e buy one get one free,

Building hype for the

newsletter that is sent

discounts, etc we will

new bikes releasing later

out that covers all of

advertise through our

this year to our already

email marketing, We can

existing

also use promotions as

customer/subscriber list.

the content that was created throughout the week with a "Purchase" button at the very top of the email chain.

an enticing way to get users to sign up for our newsletter.

Email Marketing Email Example:

Promotion Type

Clean Image

Clear Headline

Purchase Now Button

Email Marketing What a successful email blast looks like

High Open Rate

High Click Rate

Email Marketing Budget Email Marketing Budget Costs: Hubspot CRM: $76.41/month Cost per additional 1000 users $21.23 Goal: 5000 Users End of Year subscribed to email Newsletter.

Total Estimated cost/month = $161.33 CAD Total Cost/Year: $1935.96

ELBYMOBILITY.COM

Info@elbymobility.com

CRM

Hubspot Managing User Inquiries and storing customer/user information in our Customer Relationship Management Tool

Hubspot is the tool that we will continue to use in

This is an effective tool to have as it

combination with our Marketing efforts. Any time a

allows us to email blast users depending

customer has a question, signs up for our

on what they are segmented into

newsletter, or makes a purchase we will be able to

(potential buyers receiving purchase

upload them to our CRM and segment them

emails, while existing customers receive

accordingly.

Tech Tips for example). It is also a good way to stay up to date on inquiries.

Hubspot Landing Pages Hubspot also allows us to create custom landing

Landing page creation is another useful tool we

pages and forms that can create further leads and

have access to in Hubspot. It can be used as a way

allow us to measure how effective something may

to get certain users onto a landing page that is

be. For example on the website there is a form pop

relevant to them, for example a Dealer sign up page.

up that is created to entice people to sign up for the

This is a landing page created specially for users

newsletter, it is going to keep generating us free

who own a shop and are intersted in carrying the

leads from users who visit our website (or any page

Elby brand.

associated with our website). This has already been launched and will continue to run.

Hubspot Subscribe Form Pop Up This is used to capture new leads of users

SUBMISSIONS VIEWABLE ON HUBSPOT

who are NOT currently in our CRM tool. It targets users who visit our website and incentivises them to sign up for our mailing list.

Hubspot Custom Landing Page New Dealer Acquisition This is a custom landing page created for the acquisition of new dealers. Here they can provide their contact information, address, and shop name.

Hubspot Custom Landing Page Fan Friday Submissions This is a custom landing page created for the acquisition of new Fan Friday posts. This is great content for us

Media (Magazine)

Media Canadian Cycling Magazine + Bicycle Retailer Both these Magazine/Digital companies will help us achieve our goals of brand awareness and spreading information for both B2B and B2C Marketing.

Bicycle Retailer Campaigns Spring Launch Package 2 page ad and 1 minute gear video $5500 Give away contest - $2500 Email Blast to dealers - $2500 Email Blast to dealers (Bike Launch) - $2500 Full page Ad (Ride share program) - $2886 Total Cost: $15,886 *(Rep attempting to decrease price)*

Bicycle Retailer Campaign Timeline Campaign Launch Dates

April 2021: Spring Launch Package

May 2021: Ride Share Ad

July 2021: Email Blast to Dealers

August 2021: Email Blast to Dealers (Launch)

August 2021: Giveaway Contest

This will be a newsletter blast

This will be a follow up email

Giveaway for new product

This can be a good opportunity

This will be an ad targeted on the B2B side. Bike shop owners

to 2500 independent bike shop

and City decision makers will

owners subscribed to Bicycle

be the key audience for this ad.

Retailers mailing list. We will

to promote the single speed and sell the remaining inventory, it also goes hand in hand with the Google Smart shopping campaigns that will be launching around then.

ELBYMOBILITY,COM

blast them 1 month before our product launch to give them time to learn more about the product as well as pre-order.

We will be the only company featured on the email blast.

blast one month after the initial to let dealers know that our product is now available for purchase

when the bike launches to build hype as well as increase our own mailing list to push purchases for new product.

Canadian Cycling Campaigns Display Ads:

Content:

Canadian Cycling Campaign Timeline Campaign Launch Dates

Contest Giveaway Bike Launch

March/April 2021:

Bike Launch

Buyers Guide Magazine release,

When the new bike launches

Website Advertising (general

there will be a 48 hour website

Similar to Bicycle Retailer's

takeover in which every ad that

contest giveaway Canadian

is displayed on Canadian

Cycling Magazine will also run

Cycling Magazine is Elby.

one for us expanding our lead

.

list for email marketing efforts

advertising Campaign)

as well as using the list for digital marketing efforts (Facebook lookalike audiences and targeting with ads) ELBY MOBILITY

August/September

Holiday/Christmas

Canadian Cycling Magazine electric bike issue releases and we will be featured. This is great for us as it aligns with when our new bikes will be releasing.

TBD

Canadian Cycling Magazine - Budget Costs Costs: General Advertising (Website ads) - $8000 Bike Launch 48 hour website takeover - $2500 Print Magazines - $4400 Total Cost: $14,900

ELBY MOBILITY

Info@elbymobility.com

Overall Cost Costs Canadian Cycling Magazine - $14,900 Bicycle Retailer - $15,886* Google Ads - $30,000 Email Marketing + CRM - $1936 Facebook - $6000 Total Cost: $68,722

ELBY MOBILITY

Info@elbymobility.com

Task List

Set up Merchant Center

Draft Google Smart Shopping Campaign

Facebook Ads setup

Link the Google Merchant Center

Create a Google Smart Shopping

Copywriting ready for the

with our Google account so our

Campaign on Google ads that

Facebook Ads campaigns.

products are all connected to our

promotes sales to the Elby Single

business.

Speed.

Ads drafted for Magazine print

Bicycle Retailer and Canadian Cycling Web ads

Unprecedented Events

what we want on our ads. Start

Meeting with both parties about

we will add more things to the

planning what we want our ad to

when we will be running online ads

marketing plan over time. When this

look like in magazines.

on their sites. Also creating the ads

happens we will add it to the overall

that will run.

report and plan accordingly.

Have Matt Finbow assist us with

Getting the videos, Images,

Thing will come up and I am sure

Marketing Report 2021 Prepared by Jacob Larsson

Important Links Key Links

Market Trends Report Read Now

2021/2022 Full Product Catalog

Emtech Service Tool Introduction

Read Now

Read Now