Me and My Cannondale

By Michael Sendek

Industry Overview

Recreation26%

Exercise/Health

24%

To go home14%

Errands14%

Visting friend/relative

10%

Commute5%

Bicycle Ride2%

Other5%

Why Americans Bike

Info provided by interbikes.com 2008 Bicycle Industry Facts

•$2.862 billion dollar of bike market share

•Additional $3.242 billion Parts, Rubber, accessories, clothing and shoes

•Total $6.104 billion dollar industry

What do Cannondale riders and Pick-up truck owners have and common?

• They love their ride• They love to add

onto their ride• They love to add

onto their rides and then show them off

• Cannondale has 15,042 fans on Facebook that have uploaded:– 923 user generated

pictures of just their bikes

So What do we know?

• People use bikes for many different things.• There are lots of different types of bikes for

these different things– Mountain Biking– Road Racing– Recreational – Law Enforcement

• People have

Me and My Cannondale

A user generated forum that enables Cannondale riders to submit stories, videos and pictures of the journey’s they’ve taken on their Cannondales

Oh, the places you'll go! There is fun to be done!–Dr. Seuss

Create a ConversationMeet Chris • Chris goes to MSU• Chris bikes• Chris biked across the country in 28 days • That’s interesting• But what kind of bike did he use, how did he prepare, what did he bring ?

• Me and My Cannondale will allow people to – Create conversation– Ask questions– Share Stories

• Current “Ask Brad” blog answers questions, but doesn’t generate the curiosity needed to ignite people

How does this help?• People will be able to

target their particular biking interest

• Through these stories potential buyers will:

• Learn of ways to use bikes

• Learn the type of bike they need

• And ultimately tie-in the Cannondale bike from the stories to their need

Generating Traffic• Leverage previously established channels

– Cannondale.com• Drive site traffic towards the forum to learn what kind of bike is for you.

– Facebook 15,045 fans• Encourage users who post pictures to tell their stories at Me and My

Cannondale • Targeted ads directed at those interested in biking and other

adventurous activities.

– Twitter 4,168 Followers• TweetOfTheWeek

– Tweet most interesting story of the week

– Youtube 319 subscribers• Promote user generated videos posted to forum

Monitoring • How can we tell that we are driving traffic?– Site Admin monitoring

• By monitoring the site’s conversations we can track what kind of interest the conversations are generating

– Create metrics to determine where our traffic is coming from and where they are going via Google Analytics

– Track social media conversations with Radian6• See what people are saying

about Cannondale• Who are major influencers

we need to collaborate with?

Timeline • Biking is highly seasonal

and geographically based– Warmer seasons and

locations• 4 months to build

infrastructure and develop full strategy to launch Me and My Cannondale

• Begin construction in November so site is ready to launch in March and beginning of warm seasons.

Budget Estimated campaign cost for November to November= $75,000 to $100,000