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California State University, Northridge
Bicycle Shop Feasibility Analysis
Presenters: • Gala Lawrence• Javier Luna
April 13, 2011
Compared to Other Schools
2
Conference Call UC Berkeley
Site Visits UC Irvine UC Los Angeles
Survey Promoted via USU website & CSUN Bike Collective
Competitor Analysis
Exploratory Research
3
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
Exploratory Research
4
Health
Initial Survey Factors Environme
nt
Economy
Consumption
Social Involvement
5
n = 240 94% were students 58% female, 42% male 6% are international
Survey Demographics
6
Most important factors: Economy, Environment
Health conscious
Survey Results
7
50%
20%
30%
Students’ Distance to CSUN
1-5 Miles5-10 Miles10 or More Miles
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
Survey Results
8
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
Survey Results
9
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
Survey Results
10
Atomic Cycles◦ Van Nuys
Cycle World◦ Northridge
Bicycle Johns◦ Northridge
Competitor Analysis
11
Atomic Cycles
Cycle World
Bicycle Johns
Non-profit Subsidiary of the
USU Environmentally
conscious movement
SWOT Analysis - Strengths
12
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
Weaknesses
13
Bike sharing Educational seminars 50% of students live within 1-5 miles Reducing green house emissions Saving money Available commercial space
Opportunities
14
Mass merchant competition Campus size (353 acres) New recreational products Bad economy
Threats
15
Services
16
Repair
Safety Inspections
Wheel Truing
Tune-Ups
Brake Adjustment
Hub Adjustments/ Overhaul
Bottom Bracket Adjustment/Overhaul
Tire Fixing
Educational Seminars/ Workshops
Traffic Laws 101
Beginning Bike Repair Clinic
Advanced Bike Repair Clinic
Services
17
Services
18
Bicycle Johns
Cycle World
Atomic Cycles
CSUN Bike Shop
Partnership with Local Bike Shops
Rental Service◦ By the semester $60◦ By the week $30◦ By the day $ 8
Accessory Sales◦ Helmets, lights, locks, tubes, repair kit
Services
19
Questions Thank you for your time!
Wrap-Up
20