Marketing Management Term Project
“My Stop Cycle”
Instructor: Dr. Shafig Al-Haddad
Lina Almansour 20200020
Nour Jboury 20200328
Zaid Yassin 20180937
Yousef Kilani 20180086
Introduction:
My Stop Cycle A rental booth that lends out electric (e-bikes) and regular bicycles for
short time periods, typically from several hours to a day. There are plenty of bike stores in the
city, but no one has implemented the idea of them being available in the streets of Amman yet.
Bikes rental booths are similar to car rental companies, they primarily serve individuals who may
not have access to a car, tourists in Jordan, and mainly students. This system enables a citizen
to rent a bicycle out of any station in exchange for a reasonable price that will be paid at the
stop before taking the bike. The duration they requested must be enough for them both to
collect the bike & return it to the station on time.
❖ The value proposition:
The bike rental is a great and simple way to get around town and see what the adventure has to
offer. Electric bikes use rechargeable batteries to ride at speeds of up to 45 kilometers per hour,
much faster than most people can cycle, getting you to your destination faster and in better
shape. In a nutshell, they offer low-cost, energy-efficient, and emission-free transportation that
also has health and environmental benefits.
And in our project, we are renting normal and electric bikes depending on what everyone prefers.
Better for the environment:
• Don't pollute the environment
• offer zero emissions
• Using renewable energy sources
• save the roads
• Personal carbon footprint reduction
Improve fitness:
• enhance your cardiovascular health
• changes in muscle tone throughout the rest of your body, especially your legs.
• Weight loss through increased metabolism
• Immune system booster
• Good for mental health and reduces stress
Rental advantages:
• Affordable
• Ideal for occasional riding
• test out electric Bike before investing
• reducing the cost of vehicle acquisition
• ideal for travels
❖ MARKETING MIX VARIABLES
Product
Our product/service is a rental station for electric and regular bikes that will be accessible in
multiple stations throughout our city "Amman." In Jordan, everybody always faces a lot of
congestions in addition to high fuel costs environmental damage and absence of physical
exercise that vehicles could indeed end up causing, sure bikes will have a massive effect on
each of these concerns.
Price
The pricing of the bike will vary based on the type (electrical or standard) as well as the duration
you rent it for. For example you get charged 4 JOD per hour for standard bikes, and 7 JOD per
hour for electrical bikes. We'll be using the conventional pick-up from the station as well as
e-booking. Such form of marketing is highly important these days; it is almost very much like
booking a taxi. That would be a fantastic strategy to assist customers in selecting a suitable
bicycle. Because there's so many bicycles to select from, a guide could assist the client in
making appropriate selection.
Place
As previously stated, the location will be available throughout many terminals across Amman,
covering over 80% of the entire city's neighborhoods, in addition to the webpage
mystopcycle.com, where consumers can rent their wanted bike, pay either by credit or when
arriving to the station, and finally picking it up at the preferred station near them.
Promotion
A great way to promote our service is raising awareness in our society about the physical health
advantages of cycling but also its impact in restraining air pollution, and distributing it by writing
blog posts on this thread and uploading them on media platforms. We could also increase our
sales by encouraging people to visit us again through rewarding them with bonus points that
can be collected and redeemed later as either discounts or free renting in the future.
❖ Strategic Planning
Our mission:
to be the first providers of street electric and normal bikes rental for the citizens of Amman, at a
price reasonable for all members of the society, in order to reduce pollution and traffic jams.
Using stations positioned in different areas of Amman, and equipped with chargers for electric
bikes, we aim to implement a cycling culture in Jordan, as a means of transportation, rather than
being merely a leisure activity as is the wide belief.
Our Customers:
1) Young People (aged 15-22)
The first customer segment we’ll be serving will be high school and university students, between
the ages of 15 and 22.
As for high school students (15-18 years old), they still don’t have driving licenses, and usually
resort to taxis and car ordering apps for transportation. With the use of our bikes, they’ll be able
to transport from one place to the other in a more cost efficient, as well as environmentally
friendly manner.
University students, on the other hand, do have driving licenses. However, many of them don’t
have their own cars, and others do have cars but find it hard to be stuck in constant traffic, plus
face hardships in finding suitable parking spots in the congested city Amman is today. The use
of our bikes will save them time and money.
Aside from using our bikes as a means of transportation and completing errands, our target
customers can also use it as a leisure activity; friend groups could create a weekend outing
where they rent our bikes together and roam the streets of Amman, Salt, Aqaba, or the Dead Sea
area as a leisurely activity.
2) Tourists
As mentioned before, we will aim to position our stations in touristic hubs around Jordan. The
Dead Sea area, Aqaba, Salt, and Downtown Amman. Thus, tourists visiting Jordan are a part of
our target market.
Many cities around the world offer the same service we’re offering, and attract many tourists
who wish to roam the city on bike.
There will also be the service of hiring a tour guide (by partnering up with freelancing Jordanian
tour guides), who’ll accompany the tourists, and showing them attractions using our bikes.
Our Services:
1) Street Bike Rental
Both normal and electric bikes will be available for rent through us. As mentioned before,
customers will be able to rent their bikes from stations situated in different areas around
Amman, Salt, Dead Sea area, and Aqaba.
These stations will contain stops for securing normal bikes, as well as charging ports for the
charging of electric bikes.
2) Bike Rental Delivery
Customers will also be able to book bikes either through phone, or using a mobile app we’ll be
developing; where they’ll select the type of bike they wish to rent, the time period they wish to
rent if for, and other details regarding the customer needs. The bikes will then be delivered by us
to the place of the customer’s wish.
The customer will also be required to sign on a contract holding them liable for any harm that
may occur to the bike, and clearing the company from any responsibility should the customer
get any injuries from riding the bike.
3) Bike Tour with Tour guide
We’ll be partnering up with tour agencies in Jordan, or with freelance tour guides, to provide
guided bike tours around Amman, Salt, Dead Sea area, and Aqaba. These tours are to be booked
in advance using our app or through phone.
The following packages will be offered:
1. (Amman - Dead Sea) trip on bike
Trip from Amman to Dead Sea on bikes, with a guide. Lunch in Dead Sea, bus transportation
back to Amman after the trip.
Optional: bike tour of Dead Sea (Hotel Area to Mujib Bridge). Back to the hotel area either by bike
or bus; depends on customer wishes.
Bookment: Advanced booking through phone, mobile app, or website. (3 days - week in advance)
Price: 10 JD’s all inclusive (bikes, guide, lunch, transportation from Dead Sea back to Amman)
per person.
● Extra 3 JD’s will be incurred for additional Dead Sea tour stated earlier (per person).
This pricing will give us advantage over competitors, as most companies offering the same
package have prices ranging from 15-25 JD’s.
2. City Tours (Amman, Salt, Aqaba)
● Aqaba: Great Arab Revolt Circle (downtown Aqaba) to TalaBay. Tourists could go down at
TalaBay, or could be transported back to downtown Aqaba by bus.
Price: 7 JD’s per person
● Amman: city tours of different areas of Amman.
This package will include two tours:-
1. Tour of Downtown Amman
2. Tour from Dabouq to Fuheis
Price: 5 JD’s per person
● Salt: tour of the old downtown of Salt.
Price: 5 JD’s per person
Competitive Advantage:
Our competitive advantage can be summarized in several points.
1. Pricing: our prices are considerably cheaper than competitors. They are suitable for the
young consumers we mainly target. They are also attractive to tourists.
2. Street Rental: we are the first providers of a street rental service in Jordan, no other
company provides the same service.
3. E-Bikes: we are also the first renters of street electric bicycles in Jordan, also at a
reasonable price.
❖ The Market environment:
The city bike service was made to reduce traffic jams and make the most of available road
capacity. Bike rental shops primarily serve those without access to a vehicle, such as tourists
and travelers, but what are the strengths and weaknesses, Opportunities and threats of bike
rental?
Strengths: individuals will benefit from financial savings by Providing low fees, as there will be
fewer car emissions, and the use of the fuel will be reduced as well as improved health.
Weaknesses: It's possible that there won't be any bikes available. During unusual hours, however,
bike stations may get busy, making it hard for customers to request bikes.
Opportunities: Electric bikes must be used in our industry because they use rechargeable
batteries, energy-efficient, and it is an emission-free transportation system.
Threats: Electric motorcycles frequently use lithium batteries, which are extremely flammable.
E-bikes have the highest danger of catching fire. Most of these accidents, however, could be
avoided with enough focus and concern.
❖ Target Market:
Bike rental services have expanded all over the world as a result of their growing popularity. The
combination of the internet and cellphones has presented challenges for automotive
development. Furthermore, government programs to encourage technology and the increasing
use of the world wide web are moving the bike rental business forward.
Jordan has very few places that provide rental services for bikes and none provides electric bike
rental. People in Jordan always rely on cars and other transportation methods, such as buses
and motorcycles as they all involve no physical activity, also they are not considered eco-friendly
nor do they have any health benefits. Cycling through bikes and electronic bikes is definitely
eco-friendly with less noise, and also has many health benefits. The idea from having bike rental
booths in multiple areas starting from the city and expanding it all around the country is to
increase people’s access to cycling and encouraging them to choose correctly although people
from the countryside are more familiar with the idea of cycling than people living in cities, we are
willing to make it more accessible by people living in the city which will also decrease traffic
issues.
Cycling and bike booths will play a huge role in improving the environment as it produces less
pollution and less noise.
Campaigns will be conducted in order to increase the culture of bike riding, by adults and even
older people. Booths will be available in every area, also we aim to include the government to
play its role by making side streets for bike riding to guarantee the safety of riders when riding to
any destination they want.
This way the culture of bike riding will be more acceptable by all age groups in the city and even
in further areas.
Bibliography
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https://www.marketingsource.com/post/6-marketing-strategies-perfect-for-your-bicycle-business
2. R. (2021, February 3). 13 Awesome Environmental Benefits of Riding An Electric Bike. Conserve Energy
Future. https://www.conserve-energy-future.com/environmental-benefits-electric-bike.php
3. Wilkinson, P. (2021, May 25). What are the 9 top electric bike health benefits? Pure Electric.
https://www.pureelectric.com/blogs/news/electric-bike-health-benefits
4. The 5 most common dangers to cyclists on the road. Royds Withy King. (2021, June 4).
https://www.roydswithyking.com/5-common-dangers-cyclists/.
5. Alexandros Nikitas Senior Lecturer in Transport. (2019, October 16). The global bike sharing boom – why
cities love a cycling scheme. The Conversation.
https://theconversation.com/the-global-bike-sharing-boom-why-cities-love-a-cycling-scheme-53895#:~:text=
The%20benefits%20of%20bike%20sharing%20schemes%20include%20transport%20flexibility%2C%20re
ductions,is%20the%20idea%20of%20sharing.
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https://www.alliedmarketresearch.com/bike-rental-market-A09610.
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