Expanding Enrollment at The Austin Unicycle School Group 7 - Keely, Morgan and Zac
Intro Reid Jacobson is the founder and head honcho of the Austin Unicycle School. He’s on a mission to: a) b) c) d)
Increase enrollment at his school Spread the good word about the positive role Unicycling can play in our lives Be the first guy to make Unicycle Advertising an attractive, profitable option for local businesses Use his students to do it
Project Summary RESEARCH We performed in-person interviews, distributed surveys, saw a Unicycle Football League game, and rode unicycles for ourselves. KEY FINDING People are curious - so naturally, many of them are down to try unicycling; they just never get the opportunity because they are never exposed to it. STRATEGY Give the public an opportunity to try unicycling for themselves; those that enjoy it will enlist Reid’s services.
Research Details ●
● ●
Unicycle Football League - the games are well attended by players and fans alike. Kind of like a beer league. People were tailgating, selling records, cooking, playing with their kids. Many fans there wanted to learn how, so they could play one day. UFL Video, Another One Riding a Unicycle - Is disorienting, addicting, frustrating, dangerous, exciting. You either wanna get back on each time you fall off, or give up all together. In the beginning, you have zero balance, and it can be very dangerous to fall off the wrong way, so you need someone to help/teach you how.
Research, continued ●
●
●
In person interviews - Most people had never tried unicycling because they just never got the chance. It’s an uncommon thing. The few that had tried found it very difficult and didn’t have the patience for it. No one we spoke to stuck with it. Most everyone said they would give it a shot, if they had an opportunity, and if they didn’t have to pay for the first time. Surveys - People would like to be more adventurous, but don’t often get the opportunity. They have mixed feelings about potentially dangerous activities. AdverCycling - People thought it would be more attention grabbing and fun than a billboard, but thought that when companies like OrangeTheory did BikeVertising in their orange jumpsuits - it was annoying.
Findings ● ● ● ● ● ●
Unicycling is very difficult, and it can be dangerous for beginners - a teacher is very helpful Not everyone has the patience or the desire for it, but most people said they would try it out if given an opportunity Unicycling is very niche in our culture, so many people are never exposed to it on a regular basis. Most people are adventurous and curious, so they are willing to try new things - especially when they seem fun and a little dangerous There seem to be two reactions to trying to unicycle: 1) This is too hard and frustrating, or 2) I want to conquer this challenge. People only know their reaction after giving it a shot in person
Considerations ● We have a budget of $500 - $1000 ● The best way to find out if unicycling might be an enjoyable hobby is to experience it firsthand ● Many spectators at the Unicycle Football League games are eager to learn how to ride
Strategic Recommendations � Group Unicycling Demonstrations - Unicycling is a spectacle. It looks fun, and it looks dangerous. According to our research more people exposed to it will equal more people trying it out. By targeting populated places in town, (Zilker Park, Barton Creek Mall, UT’s campus, downtown, etc.) and by performing fun and interactive unicycling activities - Reid and his unicycle crew will be able to entice people in public. Of these, we believe a strong percentage will sign up to take a lesson.
Strategic Recommendations, continued ●
●
●
Partnerships and Advertising with the Unicycle Football League Many of the spectators at the UFL game expressed a willingness to learn how to unicycle. And according to many of the same spectators, the crowds for the Playoffs range in the hundreds. Social Media for Updates - Facebook, Instagram and YouTube will be used to provide locations and times of demonstrations around town. They will also showcase GoPro videos of student progress, pro-tips and tutorials from Reid and his friends, and humorous content. Merchandise - Fun stuff, like a juggler unicycling by and tossing you a ball with the name and contact of the Austin Unicycle School.
Conclusion ● ●
Unicycling is a unique, challenging and rewarding hobby ○ It’s eye catching and people are drawn to it via interest Based on our research - people are curious, and willing to try it out if presented with an opportunity ○
●
Curiosity will also drive people to work with using unicycling as a method of advertising
So all Reid and Austin Unicycle School must do is meet them out in the world at opportune places and times, and give them a chance to try unicycling out for themselves ○
AdverCycling will build as more and more people are drawn to Reid and his businesses
Thanks!