We are going to make millions! Online business idea - Module 2 Squared online. Submitted by Pink Panthers Group 1

1. Pink Panthers / Module 2
#squaredonline

2. Cyclists - Get from A to B the right way!
No more generic cycle routes
Forget the out of date pamphlet
Spokes is the cycling portal that works with the cycling community to offer crowdsourced cycle routes
Accessible via web or a dedicated (free) app, the service offers cyclists the route they want to take
Filters allow users to select parameters to suit their individual needs
- Most popular route
- Quickest route
- Most recent submission
- Safest route (according to road markings, streetlights)
- Most scenic route

3. Market Opportunity
Road safety concerns
Surge in popularity of cycling
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A cycling renaissance: Cycling in the UK has undergone a
renaissance over the past five years, with an increasing
number of people taking to the streets of the UK by bike
‘The Olympic effect’: The Beijing and London Olympics, as
well as a first British Tour de France winner in Bradley
Wiggins last year, has resulted in mass participation in the
sport
Booming revenue: Mintel forecasts that the bicycle market
will grow a spectacular 23% in the next five years, to reach
£1 billion by 2017
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Cry for action: There are huge concerns over cyclists’ safety on the
roads and with casualties mounting the cry for bespoke cycling
infrastructure on our roads has reached an all time high
Politically relevant: The Mayor of London Boris Johnson is raising the
profile of this issue. Plus, British Cycling are helping Boris develop and
launch his vision for cycling in London
Cyclists already campaigning: there are petitions for exclusive paths
that are well lit, properly signposted and offer dedicated traffic signals
at the busiest junctions
Gap in the market: We’re offering the safest, most trusted routes
brought to you from cyclists’ experiences, with up-to-date references to
certain road marking being worn, or specific street lights not working
Online cycling communities
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Active and vocal community: We don’t need to convince this group to get online,
they already make up a thriving community vocalising concerns around all cycling
subjects (safety, equipment and experiences)
No competitors: There is no specific, dedicated service offering cyclists the most
trusted/safest route based on cyclist’s experiences
Other mapping sites: Cyclists are offered fitness driven (calorie driven), Google
Maps (getting from A to B as quickly as possible) or GPS systems as places to get
information. We will provide a place for them to communicate, share and interact
with other members of the online community in addition to gaining more
information.

4. The Competition By User
Leisure Cyclist
Commuter Cyclist
Google maps
All navigation maps on the market
www.bikehub.com
GPS Devices Garmin etc
Go Pro – Video element
Competitive Cyclist
www.strava.com
www.mapmyride.com
Fitness monitoring devices
Wearable Technology
APPS
Bikemap, Bike Route Planner
(&Tracker), Runtastic Road
Bikes, Bike Routes, Run.Bike.
Route, Naviki, Barclays Bikes,
MapMyRide, Komoot – Bike &
Hike Guide, Antphero Bike,
Polaris Navigation GPS
PAY:
B.iCycle – GPS, Velodroid GPS
Bike, Velox Pro
www.skyride.co.uk/social
Navigational Maps/ hard copy cycle maps
www.bikehub.co.uk
www.ctc-maps.org.uk
Regular Cyclist
www.skyride.com
www.mapmyride.com
Road/ cycle maps on-line and hardcopy
Environmental Cyclist
Green Modes of transport
Electric car
Pedestrians

5. Spokes Business Model
Revenues
• All features and content on the website and app are free for registered users
• Registered users will be asked, but are not obliged to provide, their demographic
information as well as preferences for and ownership of different bike brands and
equipment
• Spokes is a crowdsourced platform that shares content based on the members’
voluntary submission of routes and related input
• It translates the submissions into practical content for use by the cyclists.
• Spokes sells processed anonymous data about the bikes and equipment used by
registered members to the cycling industry. This information is enhanced by users’
demographic data and further big data collected on the platform. This data is of high
value to industry marketeers, who can use it to gain and develop market insights.
Monthly
subscriptions
fees
Partnership
fees
Advertising
fees
REVENUES
• There are four different revenue streams:
1. Monthly subscription fees: manufacturers have access to a structured database
of processed data they can add to their marketing database.
2. Ad hoc requests for specific reports and analyses.
3. Targeted ad revenues.
4. Partnership fees.
Costs
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Map sourcing: the maps are sourced from google/API and integrated into the
platform of the application.
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Integration of routes into google maps: carried out by Spokes’ development
team.
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Sales & marketing costs.
Ad hoc
Reports
& analysis
COSTS
Google
Maps
charges
Sales &
Marketing
Application
& web
Development
fees

6. The Consumer

7. Consumer profiles: general
Cycling is an increasingly popular pastime, as people absorb the impressive health and financial benefits.
Leisure cyclists who make space in their free time for:
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organised rides, like British Cycling’s Sky Rides
cycling meetup groups
combining dating and cycling, eg. through meetup
exploring
Regular cyclists: Those committed to cycling enjoy fitness levels of someone 10 years younger.
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Digital friendly regular cyclists will likely use gadgets such as route-mapping apps

8. Consumer profiles: cycling for a reason
Commuter cyclists. Burst of new cyclists inspired by Cycle-scheme and Boris bikes
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This group needs practical info:
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clothing for the weather
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kit - lights, reflectors, high-res vests, accessories
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popular and local stores
Competitive cyclists: Like digital tools to record:
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Total distance and workout times and re-fuels
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Leader boards
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Professional training and nutrition tips
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They are interested in bike and gear reviews by other athletes
Environmental cyclists
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They see cycling as one of the ‘most efficient machines ever’
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Engage by selling the environmental benefits of cycling

9. Consumer Journey
Spokes
Cycling Routes
Spokes Website
Responsive Website for
Desktop/Tablet/Mobile
Informative articles for
commuters, leisure,
health, and
environmental cyclist.
I’d like to
cycle.
Need
reliable
Routes !
Live update for new
routes, user’s
comments.
*Register to share
route, comment and
receive alerts.
Free
User friendly
Filters to select routes
- Most popular route
- Quickest route
- Most recent submission
- Safest route (according to road
markings, streetlights)
- Most scenic route
Highly engaged
registered users can
- share route (for all types)
- share comment
- share local knowledge (ie:
construction)
Spokes APP
Online and Offline App
Pre-save favourite route
when on the go.
Quick
Registration
Social
Sign In
Share individual
performance on social
media and with
registered users.
Compatible with latest
technology:
smartwatch, Google
glass (future)
Instant Information
registered user can access
- Weather
- Traffic
- Parking rack availability
Search
Record daily/every
route to track health
and performance.
Register to download
App.
GO
continuous
engagement
- live update
- alerts
- social
- promotion
- contribution

10. Strengths
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SWOT
Unique offering: cycling maps based on the most trusted
and safest routes
Crowdsourced model with growth that will happen
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organically
Cycling is a popular and relevant sport for today’s
consumer, we are speaking to a large, engaged audience
The app is useful for all types of cyclists (competitive,
recreational, experienced, beginner or commuter)
Online cycling communities are common and thriving
hubs of activity – we will be speaking to an engaged
audience who are eager to contribute
Digital interface that works across all devices
Multiple revenue streams – not solely reliant on one
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Weaknesses
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Low Barrier to Entry: Map Box, OpenStreetMap
(mapzen.cloudmade.com)
Integrated with cutting edge technology: Smartwatch,
Google Glass. GO PRO video worn on helmets gathering cycle data. Up Device - Jawbone wristband
tracks eat, sleep, move etc
Boris Bikes, docking information
Bikeability schemes - partner for new cyclists
Family, unconfident and new cyclists could be targeted
with safety advice and trusted routes
Methods to form groups and find a buddy would meet
leisure cyclists’ needs
Interest in cycling growing globally (UK, Europe and
USA)
Competitors - Map Navigation. GPS systems (Garmin),
Fitness Apps ‘MapMyRide’, bikehub, CTC.
No improvement of road services which would continue
to damage the view of cycling
Road safety issues - accidents/bad press have potential to
threaten people’s opinion on cycling
Threats
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Easily copied
There are a number of mapping services in the
market. Some services have red, amber and green
routes already
Unknown brand – a start-up
An initial investment is needed to get us off the
ground
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Opportunities

11. CHANNELS & LAUNCH
Key channels:
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PR - online and offline
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SEO - through relevant content and building links with relevant forums/sites
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Targeted Digital Advertising - driving traffic to the Website/ APP.
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Paid search - use very relevant paid search during launch and promotional period.
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E-mail / SMS marketing - registered users who opt in will receive our latest route update, partner’s promotion, alert
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Mobile Advertising - Integrate QR code to allow easy access of the website link, route, updates, or promotions.
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Social media - creating official Google +, Facebook and Twitter accounts
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Google Play - this will take priority over the Apple store as Apple is notoriously hard to get approval from and Android
has the lion’s share of the market (55% vs 31%).
Launch Strategy
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PR will be key for the launch - in order to generate social media noise surrounding the launch we will seed the app to
key journalists/athletes/prominent figures
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Incentivising downloads and route sharing with discount vouchers/competitions. This will encourage users to share with
friends and start some social media engagement.
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We can build elements into our launch strategy to enhance user retention, daily installation and user reviews on Google
Play to position ourselves as a featured app.

12. PARTNERSHIP & SALES
Partnership Strategy
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Partnering with a relevant brand would help significantly raise the profile of our business surrounding the launch by
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helping generate credibility through brand association
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driving reach through their various platforms
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providing incentives for app usage (eg. 10% vouchers or discounted bike servicing when you share a route)
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Potential partners we have identified
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Sportsbrands
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Retailers
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Technology leaders
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Local businesses
Sales
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Strategy
Data - Monthly data subscriptions, Ad Hoc for specific report, analytics, Targeted AD revenue
Affiliation - Affiliation program with major brands, retailers….
Website/App ADs - Enable location based ADs
Recommended Care Map - Including cycling shop/service map
Paid service - for manufacturers, retailer or partners to pay to get into the map, quality must be ensured. Charge by
yearly, by the number of shops listed on the map and position. (to ensure the installation number, we can provide as part of
the initial download for a certain period)

13. And finally...

14. Why Spokes is a good investment
Cycling is growing in popularity
Spokes will grow in tandem
Multiple revenue streams
Different ways to achieve ROI
Elegant design and UI
Spokes remains ahead of the
competition

15. Pink Panthers / Module 2
#squaredonline