IE MVDM 2014

Final Project Term 2

Rhea Moufarrej
Yulia Pak
Terry Marvin
Table of Contents:


1. Introduction

a. About the Client
b. About the Problem

2. Research
a. Data
b. SWOT Analysis
c. Benchmarking

3. Branding

a. Brand Themes
b. What the brand stands for
c. Core Idea/Promise
d. Brand Values
e. Brand Manifesto
f. Persona
g. Customer Journey






1. Introduction

a) About the client

Our clients are 3 IE Business school students: Michael Burke, Jose Joaquin Ruiz and Jose Carlos Perez. Michael Burke is the one
that initiated this start up company; he is an American MBA student. The other two who complete the team are management
students. Jose Carlos Perez is known as the Engineer of the team. We have met with the team a few times throughout the entire
process.





















b) About the Problem

There is a big problem in Spain: theft. This can relate to any items, but in our case, we want to prevent bike theft. The team saw this
problem and found an opportunity to fix it or at least try to improve it. Bike theft is very common in Spain and might be one of the
reasons why biking isnt very present in Madrid compared to other European cities. This problem may be caused by the economic
crisis or many other reasons. Although there are some companies that have already decided to work on this problem, the Tandem
team looks at it from a different perspective and wants to decrease this problem in their own way.


2. Research

a) Data

Before starting off this project, we had to educate ourselves more concerning the biking industry in Spain. We have learned that
most of the revenue of the bike shops comes from selling locks. In Europe, we found that 20 million bikes have been bought in
2012. The total price of bikes stolen is 1 billion dollars and the average property loss per theft is 498$. These numbers are very
high.










These are some trends we found interesting online:



















Thefts by lock-type:





b) SWOT Analysis

Strengths:
- clear necessity for the product,
- straightforward application,
- features the cloud service to store fitness data which doesnt waste smartphone & device battery (unlike similar apps)
- connects to the emotions of the customers
- flexibile
- communicating with the network v 2 modes (Track My Bike/I have lost my bike) to preserve the battery of the device
Weaknesses:
- Early stages (pre-existent product)
- Different people who use bikes (maybe some of them are not that appealed to the product, targeting issues)
- Post-tracking difficulties (integration with the police)
- Bike community problems (dont want to be associated with the punks who beat up people)
As mentioned above the company is still on the early stages of development and has many opportunities to seize, however our
client wants to focus now on the security feature of the product and for now holds back on other. Nevertheless, Tandem has a
whole spectrum of the opportunities (as well as threats) in front of them that they surely will consider further ahead in their journey.

c) Benchmarking

Tandem has a lot of current competitors. The main three are Lock 8, Bike Spike and Bit Lock. These three companies are all in
advance compared to Tandem as they already had their website ready and their social media platforms. However, the products
werent all in sale yet, which once again gives Tandem back its edge.






















In order to stand out from these competitors, Tandem
must focus on its differentiation strategy. Their product
is different as it is of a very small size, which means it
can be hidden and thieves wont find it to take it out.
Their product will not only be a device for stolen bikes,
but also a fitness tracking device that can also be
connected to an application on the phone.

3. Branding

a. Brand Themes


Culture: how they behave ! Try to help out the bikers community in Madrid by offering an entire experience that will try to
keep their bikes from getting stolen.
Provenance: who they are ! 3 university students that found an opportunity to fix an important problem in their country of
location. They want to help and try to ensure the safety of the bikes around the city.
Delivery: what they offer ! a product that will itself determine the location of the stolen bike, but also the entire experience:
fitness tracking and results, connection to application and more available options.
Vision: their aim ! to reduce the number of bike thefts in Madrid and to ensure the biking community can feel more safe and
secure with what they offer.

b. What the brand stands for

Tandem is trying to make the World a better place to live in by fighting against bike thefts and saving people the time and
disappointment of being robbed. We are sure that step by step bike thefts can be significantly reduced as well as can be increased
the overall population of cyclists as there is no faster, healthier and ecologically friendly way for a daily commute.
What is their position on social responsibility, culture and technology?
Our client believes that a startup is destined to become an integral part of the environmental activities, cultural events and
development of new technology. The reason for that is in the very nature of the company that combines all - responsible approach
towards community (first on the local scale, then hopefully on the global); deeply rooted cultural component of being a part of a
huge number of people interested in the healthy and safe lifestyle; and finally high focus on technology, not only because its the
driver of the project in general, but also because it is a passion of the founders and surely they (as a company) will keep the
devices technology their priority.
What competitors cant deliver: differentiation! A hidden device that will be able to track the bike location at all times with
many other advantages (including fitness tracking)
Who they truly are: a local start-up company trying to encourage the riders of Madrid to safely look after their bikes: they
want to help reduce the amount of thefts and at the same time encourage fitness and health related activities.
What their clients need: a mean to ensure that their bicycles cant be stolen: they want to be safe and ride around without
that stress and anxiety of bike theft (due to its high numbers in Spain).
c. Core Idea/Promise

There has been a shift from product to experience.
Its not only about the product itself that will detect the location of the bike, but also the whole experience that comes with it. That is,
the fitness aspect of the product (which encourages the user to look after his or her health as well) and the capabilities that will
come with the application.
Tandem thus promises its customers one thing:

Tandem promises that they will ride along with you, giving you the peace of mind that makes the difference.



d. Brand Values

Tandems brand values are:
- Innovation: they keep up with every new technology that can help track better, longer and to be least obvious.
- Dependable: all bikers can depend on Tandem to keep their bike safe.
- Passionate: the Tandem team is passionate about keeping the entire biking community safe and more secure.
- Trustworthy: the biking community in Madrid should place all their trust of their bikes into Tandems hands with the use of
their products and services.

e. Brand Manifesto

We are trying to make the World a better place to live in by fighting against bike thefts and saving people the time and
disappointment of being robbed.
We are sure that step by step bike thefts can be significantly reduced as well as can be increased the overall population of cyclists
as there is no faster, healthier and ecologically friendlier way for a daily commute.

f. Persona




Juan Santiago:
Juan is a 26 year old Spanish biker.
He lives in the center of the city of Madrid.
Juan isnt married yet, hes concentrating on his career and
himself at this point in his life.
He is a salesman for a local distributing company and has no
set office: his job is always on the go.
He uses his bike everyday to commute around the city, as a
car is too expensive and public transportation is too slow for
his lifestyle.
He is active on all social media platforms and knows how to
use all web and mobile applications easily.
He is quite interested in his physique and health, but not
quite as much as going out and having a good time.

g. Customer Journey

The user journey is followed for three user types:
Commuters
Profile: These generally busy people use a bike as their prime mode of transport to and from work. There are two specific uses:
those who go all the way to work and those who use a bike to get to a nearby Metro/Train station where they leave their bike.
These users are also likely to use their bike to visit the store/mall.
User Journey
The commuter will have a bunch of things to attend to on their way to work. They may have a family whose needs must be met
before they go to work school etc. and they have to get themselves ready/presentable for work. Remembering the keys for their
bike will be among those personal needs; remembering the lock too if it is not stowed on their bike. The commuter will make their
way through traffic and dismount at a bike-stand close to where they work. They attach their locking device to the bike. They might
have to go and check on their bike periodically if they are in a theft-prone area.
With Tandem the user already uses a mobile device, which they take to work- they, use their mobile for work and other purposes,
but in addition can no track their bike with the Tandem app. When the user arrives at their destination, they perform the same
function but they carry on to their workplace knowing that if their bike is moved, they will be notified and able to take action. This
removes the stress of worrying about their bike while they are at work as they are notified as soon as the bike is moved.
Hobbyists
Profile: These are people using their bikes for leisure. Some may cycle in a team, others with their spouses in the park. The
general differentiation for this group is that they causally leave their bikes in public places while they enjoy some diversion such as
feeding the ducks, grabbing a bite to eat or accessing a place of interest such as a museum, at the park etc.
User Journey
The user journey for the hobbyist is very much the same as the commuter the main difference being the amount of stress and
frustration compared to the commuter who is generally dependent on their bike to get to them to work on time. The hobbyist is less
time driven but has a need to leave their bike in a public place much more often. This is where most bikes are stolen. A theft
outside an office block/railway station is much less likely as these places usually have camera coverage.
With Tandem the hobbyist/casual user will be able to hop on their bike and when they get off to grab some food or use facilities,
lock up as usual. They may now not have to choose a seat by the window, they may not have to limit the time they leave their bike
unattended (and perhaps also limit their enjoyment). They will not have to alter their behavior to make sure they keep an eye on
their bikes. They can do this with less stress in the knowledge that as soon as a thief tries to take the bike, an alarm will sound on
their mobile phone and they can take immediate action. This user may well repeat this behavior many times during the day.
Tandem gave the user much more confidence in their ability to recover their bike if a thief gets past the lock and to allow them to
enjoy their activities without worrying about bike theft.

Youngsters
Profile: These are the most likely users to have their bike stolen. Mainly because their general behavior is to lend their bikes to
others who then misappropriate them, or leave them unattended and or unlocked while they play sports or otherwise occupy
themselves. They are also least likely to place value on their bike, despite the actual purchase cost.
User Journey
The user is totally unaware of the need to take anything with them to protect their bike from theft. A kid might jump on their bike,
ride to a friends house, hang around with them at the park then lend the bike to someone they dont know that well. This person
might use the bike to go to the store and then simply ride it home/ditch it instead of returning it. For whatever reason, the bike is
now hard to find and often not really a victim of true theft. Often someone just taking advantage of the bike owners good nature or
assuming it was ok to use their bike without actually asking. Afterwards, the borrowed bike gets left lying around as the borrower
goes home/elsewhere on foot and then along comes a real thief and the bike is gone forever. The kid is left to explain to his parents
what has happened.
With Tandem the situation is different. A bike taken and used by others can be recovered quickly. The kid who lends his bike out
(or some other kid just borrows it from the local playgrounds bike rack) can soon get hold of his parents who can then
immediately track the missing bike. In most cases, the kid can just go fetch the bike back from where it was ditched. Parents can
also help out with recovery as required.
In this scenario, there is no burden on the user to know anything of the technology their parents simply have to use the tracking
app when they are alerted or otherwise informed that the bike has gone missing. This makes the parent more comfortable in buying
their offspring a more expensive/better quality bike. The parents enjoy a lower insurance burden (a claim for a stolen bike might put
next years policy up!). The kid might get the chance to own a better bike as it will be protected from theft, so might encourage their
parents to agree to spend more on their bike. The parent also gets to track the whereabouts of their children; they can see when
they are on the move and approximately where they are at any particular time (assuming they are never far from their bike). This
affords the parent some level of security and comfort about their childs welfare.


4. Naming and Logo

a) Ideas and Brainstorming

We went through many different kinds of logos before reaching to the final one. We started
off with this very-obvious logo; that has the T made up with bicycle wheels. Its a clear logo
yet not so pretty.
From then on, we just kept trying and brainstorming and sending them back and forth to the
team until we had finally found one that we all approved of.
Through the logo process, we met with the Tandem team the most, as we needed to get
more of a feel of their values, colors, and personal things relating to the company. And that is
how we ended up with the final Tandem logo.
In the following images, you will be able to see the evolution we went through to get to the
final logo.


































































b) Final Results




As seen previously, after playing around and changing with the colors, fonts and placements, this is what the final Tandem logo
looks like.




5. Conclusion

a) Interaction with the Client

We have interacted with the clients a few times over the entire process, although we communicated more via email rather than in
person.

b) What weve learned

Weve learned quite a lot during this project as the team really did act as our client. We learned that things arent always going to go
the way we want them to, which is why we must keep going no matter what. The client didnt like the logos at first at all, yet we kept
insisting, emailing them and trying to find a way to please them, which finally happened.
We also learned how to work as a team, especially when we have deadlines that we must meet (internally and externally), it is
essential to make sure the team is on the same page and that we can all work together in order to be done on time.








6. Appendix

a) Business Collateral




b) Color Palettes and Font



























c) Packaging


























d) PPT Design



















































































e) Business Canvas