Invest in the Union
Everyone remembers their first Schwinn.
Schwinn was founded in Chicago in 1895, and for decades reigned the classic American bicycle brand.
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Today, Schwinn is little more than a disposable Walmart brand of bicycle.
Financial considerations have bled the life out of the once cherished brand.
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While Schwinn has fallen by the wayside,
cycling has seen a massive resurgence.
AN AMERICAN ICON, REBORN.
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SCHWINN has re-envisioned the traditional bicycle business model to meet the demands of the evolving marketplace. U N I O N /// 1 1
The new Schwinn— it’s not just a bike, it’s a Union.
Introducing the Schwinn Union, a new model of bicycle to meet demands of the urban cyclist—and the only model offered by the new Schwinn.
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UNI UNI UNI
ION ITY ION
BICYCLE
UNION
COMMUNITY
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The Schwinn Union is both a membership based bicycle and a bicycle based community.
When you join the Union, you’re not just getting a bike. You’re getting an entire pedal-driven community.
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THE SCHWINN UNION IS NOT JUST A BIKE, IT’S A MEMBERSHIP CARD, A BADGE OF HONOR, AND ENTRY INTO A UNION OF BIKE-MINDED INDIVIDUALS.
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Membership based bicycles: here’s how it works.
Customers are purchasing the service of a bicycle without having to own the actual bike. This allows for less wasted material, fewer idle bikes, lower prices and better quality.
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WELCOME TO THE UNION
Choose a bike. There are two options.
Pay the monthly fee. It’s not expensive.
Take the bike home. It’s yours to keep and ride.
Need a repair? Bring it in. All maintenance is free.
No longer riding the bike? Cancel and return it to the store.
The bike is restored to factory condition for the next customer.
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The Union does thing the easy way. The Uni it never gathers dust. T The Union finds streng The Union finds stren Union is yours. The Un is not about getting jus getting somewhere bet in America. The Union built to last. The Union
gs the right way, not ion is always moving, The Union is an ethos. gth in American steel. ngth in numbers. The nion is ours. The Union st anywhere, it’s about tter. The Union is made n is local. The Union is n is built by SCHWINN
One Union, two options. You can have any color you want as long as it’s grey.
OPTION 1 /// SINGLE-SPEED The single-speed is a bare bones city bike. Fewer moving parts means lighter weight and less maintenance.
S THREE SIZES Both bicycle configurations are offered in small, medium and large frame sizes.
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OPTION 2 /// GEARED The geared version is ideal for commuting in hilly terrain, recreational riding and weekend touring.
M
L
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Your Union has a local clubhouse—we like to call it a co/op.
TEST-RIDE Each co/op location has both configurations of the Schwinn Union bicycle available for test ride in each size: small, medium and large.
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PURCHASE In order to join the Union, you must pay your dues. Customers can join at any co/op location or online at www.notjustabike.com
REPAIR Each co/op has a mechanic on hand at all times to keep your Union in perfect condition. All parts and repairs are included in your Union membership.
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These shipping containers are delivering American steel to the Schwinn factory in Chicago. Some of them will eventually be re-purposed to become Schwinn co/ops.
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The Schwinn co/op is a low cost, locally owned, highly efficient alternative to traditional brick and mortar bike shops.
In order to limit costs and better connect with our customers, Schwinn has cut out the middleman. Co/ops are located in semi-permanent shipping containers. Your nearest Schwinn location is easily located with the Schwinn mobile app. 30 /// S C H W I N N
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Manufactured in Chicago, assembled and maintained in your local neighborhood.
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SEA
PDX MSP CHI
NYC
SFO
LAX
ATX
Schwinn bicycles are manufactured in Chicago, Illinois, at the site of the original factory.
Austin, Texas Chicago, Illinois Minneapolis, Minnesota New York City, New York Portland, Oregon San Francisco, California Seattle, Washington
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Start a rally, book a repair. Our mobile app keeps you connected to your local Union. A rally is like a meet-up. It’s a beacon to your fellow Union members that says, “let’s roll.” A Rally point can be a bar, a coffee shop, a grassy park, you name it. Where will you rally?
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APPENDIX ///
Market Research
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expensive
ARTISAN or
SOULLESS disposable 40 /// S C H W I N N
The cycling marketplace is quite crowded. There are many manufactures vying for the attention of new cyclists. However, at the mid-to-entry level price point, there are really only two options.
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Competitive Landscape
Company
Logo
Colors
Competitive Price Point
Surly
$1500
Fairdale
$850
Public
$995
Cannondale
$650
Specialized
$500
Trek
$679
Giant
$600
Schwinn
$600
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Most bikes offered at the mid-to-entry level price point fall into one of two categories: artisan or mass-produced. The current Schwinn is one of the cheapest, lowest quality bicycles on the market today.
Mass produced | Artisan
Manufactured In
Product Offerings
Taiwan
Taiwan
Taiwan /China
Taiwan
Taiwan
Taiwan /China
“Asia”
China
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One group that has taken to the streets by bike in great numbers is young urbanites.
Our audience is generally between the ages of 16–45, lives in an urban area, is likely in college or a college graduate and is a socially conscious citizen.
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This group typically demands fewer goods but of greater quality.
This ethnographic tends to make purchasing decisions based on aesthetics, durability, heritage and affordability.
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Given its rich heritage, Schwinn has a unique opportunity to appeal these new cyclists.
Schwinn was founded in Chicago, in 1895, and for decades reigned the classic American bicycle brand.
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A freshly reborn, heritage brand—the new Schwinn is poised to reclaim the title of the great American bicycle company.
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N O TJ U S TA B I K E . C O M