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Amy Zhang

Designer

Our Team

Lexi Long

Michael Cao

Engineer

Steven Trinh

Designer

Troy Lawrence

Engineer

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The Problem

Companies are motivated by government & financial incentives, employee wellbeing, and a trend towards competitive workplace benefits to set up commuting programs but setting this up is an expensive, logistical burden

Target Audience: Companies with an in-person office presence

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The Problem

For daily commuters, transportation options in urban environments are inconvenient and unpleasant.

Target Audience: Employees of participating departments/companies

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The Solution

Joyride creates corporate e-bike programs so employees can lease e-bikes as a company benefit.

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Why use Joyride?

Incentivize employees to come to office
Boost team well-being and increase productivity
Reach sustainability goals
Save on payroll taxes

Save on transportation costs
Support physical and mental well-being
Can use for non-commute activities
Accessible and fun!

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How does it work?

* Free maintenance and repairs + 14 day no-questions-asked returns

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Product Features

High-quality maintenance

Anti-theft features

Free batch shipping to company office

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Market

SOM

SAM

TAM

$150M Total Available Market

All adults in medium to large cities

$100M Serviceable Available Market

Adults in corporate campuses across USA

$400k Serviceable Obtainable Market

Adults in corporate campuses in SF

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Competitive Landscape

When considering mobility options, one of the spectrums is how much commitment each option requires. With sharing options such as lime and bird, there is very little commitment and a lot of flexibility as you can find them everywhere and you can ride short distances for cheap. With e-bike and scooter ownership options, you have to shell out a lot of money to purchase them, there are also additional pains with maintenance, and it can go to waste if you aren’t using it 12 months a year. Another factor is price per ride. More flexible and low commitment options tend to be more expensive, while if you commit to getting good use out of your bike/scooter, the price per ride can be much lower. With a subscription model, we aim to solve the pain points of ownership and bring some aspects of the flexibility low-commitment options provide without being economically unsustainable for daily use.

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Revenue and Operating Model

Employee pays

$99 - company reimbursement amount

EMPLOYEE

Employer sets reimbursement amount

EMPLOYER

$99/month/bike

* price calculated from prices of our chosen portfolio of e-bikes and competitor pricing

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Traction (proj.)

1-3w: validate interest in product from academic and corporate campuses
1-3m: build early partnerships with interested organizations, begin accumulating fleet
1-3q: have initial fleets ready to test with early adopters

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Projections

In 5 years, we will be a trusted B2B transportation provider for companies
We will look into expanding to the B2C market, providing bikes directly to consumers via a subscription model

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Fundraising

We are asking for $1m for 10% of our unicorn-of-a-company.

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Ethical trade-offs or potential concerns

Financial and Physical accessibility (addressed by Michael’s midterm paper)

Financial

Our model implicitly excludes low-income individuals
In the future, we can establish a bike library program strictly geared for low-income people and people with physical disabilities

Physical

E-bikes offer greater physical accessibility than traditional bikes and can help people get further
Still are physically demanding / require certain physical capabilities, so in the future we can add adaptive e-bikes to our fleet and offer them through our bike library program

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User Well Being

Addiction and the Dopamine Economy (addressed by Troy's midterm paper)

Dangers

Addiction is a result in over stimulation in the rewards process triggered by dopamine
Screens and notifications are huge stimuli for this economy of attention
E-bikes provide screens for GPS tracking and speed control
Gamification of exercise

Outcome

No study has shown signs of technology addiction from e-bikes. Lack of connection to internet makes the screens ineffective for dopamine stimuli
Biking may take on a competitive nature through apps like Strava. E-biking is less competitive given reduced human effort. No real threat of gamification

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Role Prototype Primary Test/Learning Card

Test card:

Role

We believe that

A subscription model for e-bikes offer commuters the best balance of flexibility and price

To verify that, we will

Have an interactive activity where user stack ranks the best transportation option

Ask user to imagine that they just moved to SF and they only plan to stay in SF for a year or two
Present user sticky notes with multiple transit options and their associated prices

Lease a car: $500/month
MUNI monthly pass: $100/month
Lyft bike tag and go subscription: $14/month
Buying normal bike: $300 flat fee
Buying e-bike: $1000 flat fee
E-bike leasing (our solution): $99/month (monthly payment plan), $79/month (annual payment plan)

Ask user to stack rank their most likely transit choice to their least likely transit choice given the context of being in SF only for a year or two. If the user can think of other transit options, add them and their associated price.
Talk with user about their decision making process and why they ranked what they did with a focus on why did they rank things above our options and why did they rank things below our option. Also focus on what made the top ranked choice the most likely choice for the user.

And measure

The ranking for Joyride e-bike subscriptions

We are right if

Joyride beats out other e-bike options such as shared ebike services and straight up buying one

Learning card:

Role

We believed that

A subscription model for e-bikes offer commuters the best balance of flexibility and price

We observed:

Participants ranked long-term e-bike rentals at an average of 2.25 out of 6 options, which is the second highest-ranked transportation option behind a public transit pass (avg. rank 1.25).
Shared micromobility options like Lyft ranked an average of 5.5

From that we learned that:

Public transportation is great, but there are opportunities to improve transportation options in cities where public transportation isn’t reliable/mature.

Therefore, we will:

Continue with our business model of long-term rentals over shared micromobility
Target cities that have poor public transportation such as SF

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Interviews, Prototype Cards, Tests

Stanford Bike Rep Interview

Campus Bike Shop Interview

Meta Intern Interview

Look and Feel Prototype

Meta Intern Prototype Card

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Role Prototype

Insights from prototypes + user interviews:

Joyride can fill a gap in cities where public transportation is slow or unreliable
Long-term rentals are preferred for commuting over shared micromobility
Rentals are also preferred to ownership due to the high commitment and upfront cost of purchasing
It takes a lot of effort to convince individual consumers to subscribe, while companies have organizational networks that we can leverage to get e-bikes in the hands of end users

Our product’s value proposition:

When employees commute to work, they need a way of getting to work in a fast, convenient, enjoyable, and affordable way. Other modes of transportation beyond strong public transportation systems fail to meet these needs in urban environments, but our product provides a mode of transportation that fits these criteria and can be viably offered by employers or organizations as an employee perk or through a commuter benefit program.

Features to include in go-to-market:

1 month+ long rentals
Delivery and maintenance
Employee perk and commuter benefits infrastructure
Educational materials to help companies onboard their employees

What are the weak signals indicating your product’s value? What do they show, and why is this important?

Educating end users about micromobility takes a lot of effort. This shows that direct B2C may not be the most effective and is important because it pushes us to pivot to B2B.
Companies such as Meta and Google already invest a significant amount in offering on-campus bikes/transportation as well as transportation perks. This is important because it shows that companies value transportation and are willing to put in effort / investment to improve transportation for their workers.

What are the strong signals indicating your product’s value? What do they show, and why is this important?

Other modes of transportation beyond strong public transportation systems fail to meet these needs in urban environments. This shows that there is opportunity to improve transportation in these markets and is important because it illuminates clear gaps that we can work to fill.
People ranked Joyride e-bikes quite high despite having to pay $80+/month for them. This shows that people are willing to pay for the benefits of rental-based micromobility and is important because it helps validate our product and business model.
Commuter benefits programs are in place across the country and can save both employees and employers money (https://commuterbenefits.com/how-it-works/). This shows that commuter benefits could be a viable partnership model with companies and is important in helping validate our B2B model.

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Look & Feel Prototype

Figma

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Look & Feel Prototype

Our product branding is clean, simple, and modern. Our style tile reflects this with the clean structure of the font and simplicity in color choose. The font was chosen to look techy and futuristic, while maintaining simplicity and readability. There is only one font used throughout our products in order to keep everything continuous. We chose to only have two different shades of purple to minimize distractions through design and convey a clear message.

We want the visual design to look trendy and draw in young professionals. We maintain a modern and up-to-date brand, since our assumption that young people are turned away by an old-looking brand was validated. The key words convey a brand that you can trust with your commute.

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