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ASUCD

Bike Barn

Alyssa Blakley, Anmolpreet Kaur, Milap Patel, Yiran Ma

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Marketing Plan Agenda

Business Objectives
Situational Analysis
Mega Challenges and Problem Statement
Marketing Strategies, Tactics
Marketing Roadmap
Positioning and Messaging
Success Metrics

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Objectives, TA, Challenges and Pain Points

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Customer Segmentation

Lives about 3-4 miles �from campus �

Bikes every few weeks

�Goes to the bike shop annually

Live on campus�(0 miles away)

�Bikes Daily ��Goes to bike shop monthly

Lazy Larry

Busy Bob

Lives about 1-2 miles �from campus

Bikes 3-4 times a week�

Goes to the bike shop quarterly

Biker Bill

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Demographics

Goals & Challenges

Fears

Values

Persona of Target Audience: Biker Bill

Age of 18-22 years old
Undergraduate
Tech Savvy
From Middle class families

Being active is their priority
Educated

Crashing
Getting their bike stolen
Not having a functional bike to get to class

Safety
Health
Self- Sufficient

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2.

3.

4.

Mega Challenges

Customer �Engagement

Value

Long Wait�Times

Inaccessible

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Challenge 1

Challenge 2

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62%

35%

47%

Lack of Customer Service

and Engagement

Had a bad experience in 1 of the past 3 visits

Had to wait for than 1 hour to get service at least one time in the past year

Did not get their bikes fixed immediately upon arrival

Challenge 1:

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56%

27%

87%

Lack of Value

Did not feel satisfied about the value they receive when they come into the shop

Would recommend the Bike Barn to their peers

Find the shop the experience unorganized and confusing

Challenge 2:

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Problem Statement

Customers are not satisfied with the customer service and value they are receiving for their products and services.

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Marketing Plan!

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Infrequent Strategies and Tactics

Turn Infrequents into Frequent Customers ￫ Numbers

“The right way, every time”: We want to turn our infrequent customers into repeat customers by creating shorter wait times and stronger customer engagement to increase customer satisfaction and create a more memorable experience.

Improve customer experience

Promote your �brand

Encourage customers to interact

Our first strategy is targeted towards increasing our visits by 13,613 times and $605, 805 revenue. Our general strategy for this customer base is “the right way, every time.”

We want to turn our infrequent customers into repeat customers by creating shorter wait times and stronger customer engagement to increase customer satisfaction and create a more memorable experience.

Keeping our customer base in mind (students that are low on time and often tired from everything they are participating in). Its crucial for Bike Barn to address the main points regarding customer service and improve overall customer engagement and wait times.

We believe that because of their busy lives our services need to be “sticky” which means delivering consistent value and keeping customers compelled to use them regularly. This will result in a longer customer lifetime value, lower churn rate and an increase in overall brand reputation.

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Infrequent Strategies and Tactics

Turn Infrequents into Frequent Customers ￫ Numbers

“The right way, every time”: We want to turn our infrequent customers into repeat customers by creating shorter wait times and stronger customer engagement to increase customer satisfaction and create a more memorable experience.
Improve customer experience	Free Service every 5 Visits	Flyers around Campus / IG
Improve customer experience	If Wait Times > 10 mins, 50% off	In-Store Marketing
Promote your brand	10% Discount Weekly	Campaign with ASUCD
Promote your brand	Free Accessories per Visit of $20	In Store Marketing / Perks
Encourage customers to interact	Refer friend and 50% of their First Visit	Social Media Campaign
Encourage customers to interact	Club Awareness with Social Events	1 time Partnership with Davis recreational clubs and events

There are 3 main categories which we can tailor the tactics to.

Improving customer experience aligns closely with our customers pain points. Every 5 visits of $20 spent will result in a free service the next visit. Putting a reasonable minimum on spending will entice customers to come back to the shop. Moreover, if customers have to wait more than 10 mins to get serviced than we will offer 50% off of their service. Our customers live a very busy life and showing them that we care for them is an important note to keep in mind.

Promoting the brand can be done through our customers by indirectly marketing for Bike Barn - a point to leverage given that Biker Bill is a UC Davis student and interacts with other potential customers. Partnering with the ASUCD newsletter to send out weekly 10% discounts and offering free accessories when visiting the shop will result in students talking to one another about deals and improving brand reputation and awareness.

Encouraging customers to interact can be done through the referral program for discounts which will entice customers to naturally promote this service if they know of friends in need of repairs. In addition, creating and sponsoring events with Davis clubs will allow customers to interact with Davis Bike Barn outside of the shop itself.

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Infrequent Strategies and Tactics

Turn Infrequents into Frequent Customers ￫ Numbers

User Acquisition & Metrics
Free Service every 5 Visits of $20 each	50 free services / month
If Wait Times > 10 mins, 50% off	Less than 10 given out / month
10% Discount Weekly	100 visits/month per ad
Free Accessories per Visit of $20	500 accessories / month
Refer friend and 50% of their First Visit	150 referrals / month
Club Awareness with Social Events	50 attendees / event

Low Effort, Low Cost

Medium Effort, Medium Cost

High Effort, High Cost

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INFREQUENT→ FREQUENT TACTICS

				Twelve Week Campaign Roadmap
Tactic	Promotional Assets	Delivery Asset	Metric	1	2	3	4	5	6	7	8	9	10	11	12
Customer service	Free Service every 5 visits OF $20 each	Fliers around campus/IG	50 Free services/Month	X	X	X	X	X	X	X	X	X	X	X	X
Customer service	If wait time exceeds 10 min, 50% off	In store marketing and website	Less than 10 given out/month	X	X	X	X	X	X	X	X	X	X	X	X

Promotion	10% discount weekly	Campaign with ASUCD	100 Visits/month per ad	X		X	X			X	X			X	X
	Free Accessories per visit of $20	In store marketing/perks	500 accessories/month			X	X			X	X		X	X

Customer engagement	Refer friend and 50% of their first visit	Social media �campaign	150 Referrals/month	X	X	X	X	X	X	X	X	X	X	X	X
Customer engagement	Club awareness with social events	1 time partnership with Davis recreational clubs and events	50 attendees/event	X	X		X	X	X		X	X	X		X

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We have prioritized our tactics for you in this campaign roadmap to reflect the best combination of highest potential user acquisition and revenue - keeping in mind the cost and effort that goes into it as well.

You can see that those highlighted in blue are low cost/effort tactics but also have huge potential to increase visits and revenue to Bike Barn and therefore are prioritized first. Moving on, those tactics highlighted in purple are fairly low cost as well but require some testing and monitoring before we are able to determine the ideal ratio of discount/offerings and customers acquired. Lastly, the tactic highlighted in yellow has grand potential to bring in customers but come with greater investment and risk.

Overall, you can see that the prioritized tactics have been ordered with cost, effort and impact in mind.

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Objectives

Repeat & Preference�

Tactics:

Target Email Campaign
Triggered by Weekly ASUCD Newsletter
UC Davis student email required�

Offer

10% of first Monday of the Month

Marketing Example

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Messaging & Promotions

Wants to be feel important and valued when at the Bike Barn (Customer Engagement)	Wants to be served quickly and efficiently when at the Bike Barn (Wait Times)
At Davis Bike Barn, our employees look forward to making our customers the first priority and satisfied.	At Davis Bike Barn, we aim to treat customers within 10 minutes of arrival or offer a service discount.
At Davis Bike Barn, customers feedback is always accepted through surveys and conversations with employees in shop.	At Davis Bike Barn, we give accurate repair/service wait times in person and on the website to allow customers the full transparency into their time there.
At Davis Bike Barn, our customers are always greeted upon arrival and treated to the best of our abilities.	At Davis Bike Barn, we allow customers to book online service appointments to stay mindful of everyone’s time.

To summarize this first strategy, our customers (students who are short on time and need quick service) want to feel important and valued when at Bike Barn and also want to be served quickly and efficiently.

Working with management, we can portray and embody these messages and values when treating customers. In particular, at Davis Bike Barn - customers feedback is always accepted through surveys and conversations with employees in shops. This will help create engaging service with meaningful conversation and make our customers feel as if they are the first priority.

Moreover, Davis Bike Barn is a place where customers can gain accurate repair wait times with full transparency and book online appointments if short on time. Taking such approaches with messaging allows Bike Barn to take a qualified but actionable approach to help appeal to our customers.

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2. Frequent Strategies and Tactics

Turn Frequent Customers into Loyal Customers ￫ Numbers

“Repair Now, Worry Later”: We want to improve our low customer satisfaction rates by delivering differentiated services and provide value through all inclusive quality packages for students.

Improve quality of experience & provide added value

Appealing to the customers taste/preferences

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Frequent Strategies and Tactics

Turn Frequent Customers into Loyal Customers ￫ Numbers

“Repair Now, Worry Later”: We want to improve our low customer satisfaction rates by delivering differentiated services and provide value through all inclusive quality packages for students.
Improve quality of experience & provide added value	All in 1 Package (Annual Price)	Flyers, website
	Free Services/Repair on Random Days	Social media (FB, Instagram)
	AMA Speaker Events (Monthly)	Collaboration with ASUCD, recreational clubs or other organizations
Appealing to the customers taste/preferences	Study space for students when waiting for repairs	Word of mouth, website
	Drop off / Pick up services	Flyers, Facebook
	Money Back Guarantee	Website

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Frequent Strategies and Tactics

Turn Infrequents into Frequent Customers ￫ Numbers

User Acquisition & Metrics
All in 1 package	10,000 packages / year
Free services/Repair on Random days	15% user increase on free days
AMA Speaker Events (Monthly)	100 attendees / event
Study space for students when waiting for repair	500 users / week
Drop off/pick up service	150 riders / week
Money back Guarantee	95% CSAT

Low Effort, Low Cost

Medium Effort, Medium Cost

High Effort, High Cost

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FREQUENT→ LOYAL TACTICS

				Twelve Week Campaign Roadmap
Tactic	Promotional Assets	Delivery Asset	Metric	1	2	3	4	5	6	7	8	9	10	11	12
Membership	All in 1 package	Fliers around campus/IG	10,000 packages / year	X	X	X	X	X	X	X	X	X	X	X	X
Membership	Free Services/Repair on Random days	Emails	15% user increase on free days	X	X	X	X	X	X	X	X	X	X	X	X

Customer interaction	Social events	Campaign with Davis recreational clubs and events	100 attendees / event	X		X		X		X		X		X

Services appealing to customers	Study space for students when waiting for repair	In store marketing	500 users / week	X	X	X	X	X	X	X	X	X	X	X	X
Services appealing to customers	Drop off/ pick up service	Website marketing	150 riders / week	X		X		X		X		X		X
	Money back Guarantee	Fliers on campus and Facebook	95% CSAT		X		X		X		X		X		X

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Objectives

Preference then Loyalty

Tactics:

Portal based Campaign
Back-to-School ASUCD Promotions
Onboarding Steps

Offer

All in 1 Package �(annual basis)

Marketing Example

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Messaging & Promotions

Wants to be able to differentiate services and seek value in going� to the Bike Barn (Value)	Wants to easily be able to go Bike Barn without it being an inconvenience (Accessibility)
At Davis Bike Barn, customers will always get consistent quality as promised or money back guarantee	At Davis Bike Barn, customers will be offered pick-up service within a 10 miles of the shop to provide a door to door service..
At Davis Bike Barn, consistent customers will be offered an all in one package as their membership in appreciation to their loyalty.	At Davis Bike Barn, customers can make appointment and then drop-off their bike in front of the store, through the key into the store.
At Davis Bike Barn, customer will be able to get after sales service for any purchases made from the Bike Barn.	At Davis Bike Barn, customers will see many road signs leading to Bike Barn on campus, which will easy to follow.
At Davis Bike Barn, customers will be able to receive lottery rewards and discounts as a token of gratitude from our employees.

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THANK YOU!

questions?