Travis Cooper-Novak

Kailee Olson
Jenny Goodwin
Evan Moen
BiciclEctrica
The Dominican Republic Jamaica
Both islands in the Caribbean
Similar Climate and Terrain
Decision Matrix
Factor
Dominican
Republic
Jamaica
Decision Factors Dominican Republic
x
Jamaica
Language Spanish English
x
Economic Growth 4.5% (increasing)
x
1.5% (decreasing)
Public Debt GDP 36.4% GDP (decreasing)
x
126.5% (increasing)
Political Stability Moderately stable/improving stable
x
Urbanization 69%
x
52%
Class/Social Unrest High class/race conflict Low/no class/race conflict
x
Promotion of International
Business
Strong effort, reforms
x
Little to no effort
Distribution
Roads
Ports
Less roads, Half are paved
Many ports (Commercial)
x
More roads, more paved
Two ports, 1 commercial
x
Distribution
Roads (consumer related)
Less roads, half paved
x
More roads, more paved
Patent Cooperation Treaty Signed
x
Not Signed
Target Market Size 3.846 Million
x
1.150 million
Smaller target market
Poorer channels of
distribution
Non member of the Patent
Cooperation Treaty
Smaller GDP per capita
growth
Public debt; 126.5% and
increasing
Overview of marketing strategy
Target Markets
Product
Positioning Strategy
Distribution
Place
Price
Competition
Promotion
Expansion Timeline
BiciclEctrica
T.M Characteristic Definition/Specification Result
Age Range 15-44 1.439 million
Employed 87.3% 1.257 million
Non Vehicle
Owners
91.5% 1.150 million
Target Market 1.150 Million
People
T.M Characteristic Definition/Specification Result
Age Range 15-44 4.729 million
Employed 86.7% 4.100 million
Non Vehicle
Owners
93.8% 3.846 million
Target Market 3.846 Million
People
Male: 52 H, 48 L, 80 lb
weight
Female: 50 H, 46 L, 70 lb
weight
500W DC electric motor
Battery life distance of 16-
25 miles, top speed of 18
mph
Durable materials, perfect
for poor road conditions
Alloy linear pull breaks, rims,
and frame, extra durable tires
Comfort features
Shock dampening suspension,
mid rise handle-bars,
comfortable seat
*Male Bicycle Shown
Accessories included
24V charger, owners manual
Optional Accessories
Baskets, air pumps, tool kits,
locking kits, head lamps, bike
computers, and helmets
Service Warranty
Handled at retailers
or local approved
service shops
Cost of repair are
covered under
warranty
Customer will pay cost
if not under warranty
Motor and battery
5 year warranty
Frame welds
Lifetime warranty
Full replacement or
repair on all warranty
items
Low price/ high
quality market
position
Product name-
familiar with home
country
No license to operate
Product Attributes
Eco-friendly
Accessible
Durable
Versatile
Affordable
Existing Retailers Sales Representatives
Bicycle and motor
scooter dealers
Start in three port
cities and expand
Carry both models
and accessories
Alleviate
expropriation risk
Dominican citizens
Sell to rural
communities
Market to plantations
Suggested Retail Price: $600 (23,400 pesos)
$400 MFG price, 50% mark up
Luxury tax 15-80%
Absorb 50%, pass the remainder to the customer
Accessories (Optional)
Baskets, air pumps, tool kits, locking kits, head
lamps, bike computers, helmet
Price Range $10-150
IZIP E3 Vibe - $999
10-14 mile range
18 mph top speed
Sealed lead acid
battery pack
IZIP E3 Path - $1,699
10-14 mile range
18 mph top speed
Lithium ion battery
pack
Primary
Billboards
Direct Selling
Radio
Secondary
Print
Social Media
Website
Facebook
Incentives
Free helmet with
purchase
Accessory bundles
BiciclEctrica
Established Retailers in three Port Cities
Hire Salespeople to Directly sell to Rural
Communities and Plantations
Expand to 10 Largest Cities
Open independent Stores to Sell
Bicycles and Other Accessories (Upon
Gaining Successful Market Segment)
1 Years
2 Years
5 Years
BiciclEctrica
BiciclEctrica