Noble Steed Couriers
A new service for the City of Savannah
Table of Contents Company Overview
Executive Summary Mission and Values Key Objectives SWOT Analysis Target Market
Market Research
Savannah Marketplace Macro Trends Industry Trends Non-industry Trends
Service Implementation
Product and Services Breakdown Promotion
Company Overview
Executive Summary Noble Steed is a courier service working solely with bicycles, catering to law firms and other clientele in the Historic District and surrounding areas of Savannah. We can transport documents and various small packages to clients, law firms, clerk of courts, and other destinations within our delivery zone. We strive to change the perceptions of bicycling and bike delivery while improving the community in the process by providing an eco-friendly solution to deliveries throughout Savannah’s downtown area.
Mission Statement Noble Steed strives to change the perceptions of bicycle delivery services by offering an eco-friendly, fast, and local solution to deliveries throughout downtown Savannah.
Values Sustainability Maintaining a small carbon footprint is of the utmost importance for this company. Not only does it set an example for the people of Savannah, but it also keeps our operating and maintenance expenses down. Being a company with the “green� initiative in mind, customers see our concern for our environment which in turn shows our concern for our customers.
Reliability An honest company is a successful company, and Noble Steed believes that whole-heartedly. With our focus on strong, transparent connections with our clients, there is a better chance for them to put their trust in us. Proving to be consistent and reliable earns us more trust from the customer and, therefore, raises our brand value.
Community Being a locally-driven business, we want to know exactly what our clients want. We focus on creating an intimate and personal relationship with them from the very beginning. Seeing the positive impact that Noble Steed is providing for the area will raise awareness of the quickly growing bike community and set a positive urban image for the city. Not only are we creating a business, we are a creating a team.
SWOT Analysis Strengths -Low-cost startup -Fastest way to get important documents and small parcels where they need to be
Opportunities -Able to fill the need of an under served market in Savannah -No need for parking permits or decals
Weaknesses
Threats
-Mainly digital platform can crash
-Overall road safety -Weather is unpredictable, yet does not stop business -The expansion of digital mailing platforms
Target Market The primary target groups for Noble Steed Couriers are law offices throughout downtown Savannah area as well as design groups. Both types of companies are in constant need of forms and documents to be delivered to various destinations. According to the VALS framework, this group is made up of innovators, thinkers, and experiencers. Noble Steed’s secondary target market includes many other deliveries around the area. These can range from simple tasks such as mail runs and food pick up/delivery to more important jobs such as picking up perscriptions and making deposits. People in this group include SCAD students, people without a mode of transportation, and the eldery.
Customer Profile
Charles
Wendy
Marjorie
Lawyer 38 Married, 3 children Structured Innovators
SCAD Student 20 Single Trendy Progressives
Retired 73 Widowed Proactive Greens
Interests: Painting A nice tailored suit
Interests: Writing her personal blog New lipstick
Interests: Gardening Costume Jewelry
Market Research
Savannah Market Savannah already has a strong bicycle community that welcomes and celebrates bicycling as both recreation and transportation. With multiple co-ops in the downtown area, as well as scheduled monthly rides that build community such as Critical Mass, it is never a challenge to get involved with this growing endeavor. The Savannah Bicycle Campaign advocates for better facilities and law enforcement as well as encourage, educate, and empower residents and visitors alike to make biking a healthy, fun, and safe part of their everyday lives. Just this past October, Savannah was designated as a Bicycle Friendly Community by the League of American Bicyclists. This means that the city has successfully created safe and convenient places to ride, which in turn pushes for a strong bike culture.
Competitors Because courier services are a very underdeveloped industry in the Savannah area, Noble Steed has a unique opportunity to completely monopolize the market. There are no direct competitors for our company. The use of e-mail and other digital mailing platforms becomes an indirect competitor for Noble Steed. Most all businesses and firms already use these in their everyday work lives, so there is no way to completely demolish the use of them, but rather give our clients the best outside service possible. Other indirect competitors include 912togo.com and SavannahToGo.com as well as the various car and truck services throughout the area.
Community Growth Parking in the downtown area is a rather large hassle for many people with motorized vehicles. Not only are there limited spaces and parking decks, there are time restraints in certain zones and strict towing enforcement. Noble Steed rides past these restrictions with ease, with no need for parking permits. Also, there is no time spent trying to find parking when making a delivery.
A new public bike repair station, the Dero Fixit, was installed in the heart of downtown right infront of the Kroger grocery store. The Fixit includes all the tools necessary to perform basic repairs and maintenance, from changing a flat to adjusting brakes and derailleurs. The tools and air pump are securely attached to the stand with stainless steel cables and tamper-proof fasteners. Hanging the bike from the hanger arms allows the pedals and wheels to spin freely while making adjustments
Industry Trends There are many different companies around the world that are utilizing bicycles for various services, especially in city settings. In Copenhagen, a local sperm bank even developed a sperm-shaped bicycle that carries (you guessed it) sperm. To accomplish this, the belly of the bike has been outfitted with a nitrogen cooled tank set to -320 degrees F to make carting samples around the city a possibility. While Bower notes he’s “taken it to the extreme,” he points out that in the cycle haven that is Copenhagen, cargo bikes are becoming the norm over cars. “There are plumbers and carpenters and craftsmen that are starting to use bikes to carry a significant load. People here see the advantage of moving quickly through the city with more than you could carry on a regular bike.
Macro Trends E-commerce and M-commerce
Green Initatives
Social Media
Service Implementation
Startup Summary 1 iMac, with printer/fax/scan Internet connection Mobile App developed Website developed Legal fees (insurance, permits, business license) Printing (stickers, spoke cards, posters)
Employee Requirements Must own a bike Must own a phone Must pass a safety test Must have a passion for biking Must abide by Courier Code at all times
Service Breakdown
6 am-1am 7 days a week *The bulk of business is during work hours
Your first delivery is FREE!
Attorney Services Office to Office Deposits Express pickup and deliver within 1 hour Blueprints Rush pickup and deliver within 1.5 hours Regular pickup and deliver within 2.5 hours Mail Runs Standard pickup and deliver within 6.5 hours Groceries Pharmacy *Prices varies on weight, distance, and urgency *Real-time tracking on mobile and online platforms Food Delivery
Digital Platform
Cheap bike messangers aren’t good, and good bike messangers aren’t cheap!
Promotion Being a low-cost company, we will not have the funds to spend on things such as promotion. With that in mind, Noble Steed will rely heavily on word of mouth as well as social media to promote our brand. Our website, as well as the mobile app that is going to be created will feature real-time tracking services. Community outreach and strong relationships with our customers are the most important factors in order for Noble Steed to be successful. All social media platforms will be interactive as will our company website. They will feature our real-time tracking service as well as direct links to each of Noble Steed’s active social media platforms. Printed fliers and posters will be hung around the downtown area in various restaurants, bars, and hangout spots to maximize our reach on the public. Steam Savannah, a local screen printing business will be our choice for Noble Steed apparel. With partnership deals and exchanges, we will be able to keep the printing costs down.
Mobile App
Landing page
Services page
Tracking page
Thank You!