The concept’s key themes are:
- Superior customer experience
- Fast and easy customer journey
- Desirable brand
- Highly efficient service process
- State of the art digital platform
- Scalable business model
- For the masses
Over the past two years we have designed, developed and fine-tuned a factory-like process that is supported by our state-of-the-art digital platform, Yeply Van Tool. The platform is used for measuring and tracking operational processes and collecting customer data, which is later used in marketing to and communicating with the customer. Our business and offering are based on providing a superior customer experience and its simplicity. On top of that, our systematically structured and strong brand differentiates us from competitors.
One product – one price
We offer only a seasonal service package, covering all the basic needs of our core customer – the average, everyday cyclist. From a customer point of view, this makes buying our service very simple. From our perspective, this creates operational efficiency and makes recruitment easy, enabling the fast scaling up of the business.
B2C and B2B business models
We bring our service to our customers. During daytime we serve people at work; in the evening we travel to homes and neighbourhoods.
We serve consumers in the evening, when it is most convenient for them to buy our services. Through our website as well as social and printed media, we inform customers of when we are going to visit our customer neighbourhoods. Additionally, a variety of co-operative partners, such as estate managers, retail chains, cafes and schools, will also be used to gain access to new customers. Existing customers receive advance notification by e-mail and sms about when we are coming to their neighborhood.
We encourage our customers to make a reservation online or they can make an ad-hoc purchase decision when seeing one of our vans on site. We have made it easy for the customer to make their purchase decision by offering:
One product – one price: offering a seasonal bike maintenance package at a fixed 85€ price
Our customer promise: you get your bicycle back the same day
In addition, we supply common bike parts and accessories, which increases both revenue and profit. Every customer is served in a friendly and respectful way. We promise to give each bicycle the love it needs, and ensure the customer will be riding it the same day.
Business customers are served in the same way. We make it easy for companies to make the purchase decision – it’s free for the company, they receive ready marketing material and it’s topped off with a positive employer image. We charge only per serviced bike. Our van arrives at the workplace in the morning. We service all bicycles the same day. Our customers can pedal home the same day on a smoothly rolling bike.
This way, operating hours run from morning till late night at best!
According to NPD’s global bicycle market survey the current market for bicycle maintenance is estimated to be 10 billion euros, of which 36% comes from Europe. In addition to the tapped 10€ billion market, there is an estimated untapped market of two billion unmaintained bicycles in the world. Our concept will open up this untapped market.
Many large social trends support the growth of this market:
- Green and ecological values
- Healthy and active lifestyles
- City planning The world bank estimates that by 2050 there could be as many as 5 billion bicycles in the world.
There are different kinds of competitors in this market. Nevertheless, according to our research there seems to be nobody with the exact same concept model as us. We focus on the basic season service for the masses. This is mainly the untapped market, where we see that our biggest competition is laziness - people just don’t service their bikes.
What differentiates Yeply from all competitors is our fast and easy service combined with excellent quality and superb customer experience, topped off with an appealing brand.
Our view is that our brick and mortar competitors more often focus on selling bikes than servicing them. This finding is based on our customer feedback. Our customers describe brick and mortar shops as being far away, having long waiting times, sometimes unclear pricing and poor customer service. Yeply’s concept aims to solve these issues.
Almost every large city has multiple human-and-a-van mobile bike shops. These are typically not very well organized and have just shifted the brick-and-mortar bicycle shop issues onto wheels. The human-and-a-van businesses also usually lack the resources and skills to turn their operations into a highly profitable business. The typical business model is based on an on-demand service, where customers book a service van whenever they need it. That approach means the profitability of the operator is not as good as in Yeply’s concept due to the extra unprofitable movement of the vans.
In many cases, the two concepts above are run by bicycle enthusiasts who enjoy fancy and expensive bikes. This often leads to bad customer experience for the everyday biker with a cheaper bicycle.
There are a few well conceptualized on-demand mobile bicycle shop chains in the US (www.velofix.com, https://beelinebikes.com/ ). However, the on-demand bike shop chains are more focused on a premium customer segment, where the customer is willing to pay extra to get the service on their doorsteps when they need it. For the normal cyclist this is expensive, which is why it lacks the potential to reach a mass-market. With our unique approach, we can bring bicycle maintenance to customer doorsteps at reasonable prices.
So far, we have not been able to find a professionally operated mobile bicycle shop chain with a similar business approach that is targeted at Sunday cyclists / casual cyclists, who constitute the vast majority of bicycle owners. This is why we feel the need to take the market by storm!