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California State University, Northridge Bicycle Shop Feasibility Analysis

California State University, Northridge Bicycle Shop Feasibility Analysis . Presenters: Gala Lawrence Javier Luna. April 13, 2011. Compared to Other Schools. Exploratory Research. Conference Call UC Berkeley Site Visits UC Irvine UC Los Angeles Survey

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California State University, Northridge Bicycle Shop Feasibility Analysis

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  1. California State University, NorthridgeBicycle Shop Feasibility Analysis Presenters: Gala Lawrence Javier Luna April 13, 2011

  2. Compared to Other Schools

  3. Exploratory Research • Conference Call • UC Berkeley • Site Visits • UC Irvine • UC Los Angeles • Survey • Promoted via USU website & CSUN Bike Collective • Competitor Analysis

  4. Exploratory Research • Contact at CSUN • Joseph Illuminate, USU Associate Director, Finance & Business Services • Jeremy Hamlett, USU Commercial Services Manager • Jason Wang, USU Associate Executive Director • Helen Cox, Director, Institute for Sustainability • Kristy Michaud, Transportation Chair, Sustainability • Kevin Lizárraga, USU Marketing Manager • Carlos Hernandez, President CSUN Bike Collective

  5. Initial Survey Factors • Environment • Consumption • Social Involvement • Economy Health

  6. Survey Demographics n = 240 94% were students 58% female, 42% male 6% are international

  7. Survey Results Most important factors: Economy, Environment Health conscious

  8. Survey Results • Economy • 95% always look for ways to save money • 90% agree that riding a bike can save on transportation costs • Environment • 95% agree that riding a bike can help the environment • 78% worry about global warming • 94% want to help lower gas emissions around CSUN

  9. Survey Results • Consumption • 85% would use bicycle repair services on campus • 68% want to learn how to repair, improve, or build their own bike • Social Involvement • 86% like doing activities in groups • 71% would like to be informed about biking events

  10. Survey Results • Bicycle Renting • 63% would rent a bike • 45% by the semester • 26% by the day • The remainder would rent either by the hour or by the month

  11. Competitor Analysis Bicycle Johns Cycle World Atomic Cycles • Atomic Cycles • Van Nuys • Cycle World • Northridge • Bicycle Johns • Northridge

  12. SWOT Analysis - Strengths Non-profit Subsidiary of the USU Environmentally conscious movement

  13. Weaknesses People are lackadaisical Long commuting distances to campus Lack of good public transportation system in California Lack of experience in running a bike shop No brand equity

  14. Opportunities Bike sharing Educational seminars 50% of students live within 1-5 miles Reducing green house emissions Saving money Available commercial space

  15. Threats Mass merchant competition Campus size (353 acres) New recreational products Bad economy

  16. Services

  17. Services

  18. Services CSUN Bike Shop Partnership with Local Bike Shops

  19. Services • Rental Service • By the semester $60 • By the week $30 • By the day $ 8 • Accessory Sales • Helmets, lights, locks, tubes, repair kit

  20. Wrap-Up Questions Thank you for your time!

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