VanMoof: the future of e-bikes
Action based community building, tech ecosystem and building for the future.
Tl;dr
Strategies, communication and products should be guided by Vision.
Action-based Community building
VanMoof found the biggest hurdle faced by users in owning expensive e-bikes - theft, helps solving this problem and is building a community with this shared purpose.
Build an Ecosystem
VanMoof is building smart bikes, pairing them with services offerings such as “peace of mind” and further building power banks to provide extra range.
Gauge & Build for the future (even if you run the risk of disappointing consumers today)
Disruptive brands aren’t born, they are built.
We are going to discuss 3+1(Bonus) strategies employed by a disruptor e-bike brand that is progressing to become the market leader.
1. Purpose
The foundation of a good strategy is built not based on a product or service but a purpose.
Ties Carlier, co-founder of VanMoof says:
“We’re making the best city bike in the world, to achieve our much bigger purpose- better cities and happier humans”
The vision of building better cities drives VanMoof. It not only helps them make better bikes but it allows them to build any product in future to fulfil their purpose.
Takeaway thought: Always build strategies, communication and products in line with your business’s vision.
2. Action-based Community Building
Problem
According to research, about 600 million euros worth of bikes is stolen per year in the Netherlands. The police reports suggest 466,560 residents had their bikes stolen in 2019.
It is also the hurdle users have to cross to own a €2000 bike like VanMoof.
Solution
The solution by VanMoof was simple: peace of mind. Porsche’s on-road assistance also goes by the same name and it makes complete sense.
It involves finding stolen bikes using the bike’s built-in cellular data connection and Bluetooth. The team behind peace of mind have been uploading the bike hunt reports monthly since August 2019.
There’s no catch. VanMoofers get a loaner bike in the meantime, and if the Bike hunters don’t recover the bike in two weeks, they replace it.
Why it Works
Communities are built around a common idea or purpose.
Bike theft is a very common concern in the bike community and a challenge to owning an expensive e-bike like VanMoof. Bikes aren’t like cars. They become a part of who we are as we ride them.
The feeling of a consumer when a stolen bike is returned is priceless.
The emotion associated with the efforts of the bike hunters(VanMoof) to help consumers creates a strong sense of trust in the brand, leading to community building.
Takeaway thought: The common preaching to build communities is through creating content and sharing them with consumers. Although, the foundation of communities for centuries has been through actions like sharing food, shelter, hunting etc.
Leverage action-based community building in resonance with problems associated with your product.
3. Building an Ecosystem
Apple, Tesla and place any successful consumer brand here, all are trying to accomplish a common goal to get closer to the user - building an ecosystem.
Apple, the first to the trillion-dollar club not only built an ecosystem but they built an entirely new terminology for it. The “i” prefix is not accidental.
VanMoof’s co-founder Ties Carlier said:
Our next frontier is to transform our business by building a full support ecosystem around every rider. This ecosystem includes a global mobile service network, more intuitive app support, smarter software with remote diagnostic solutions, and more proactive customer support.
Takeaway thought: An ecosystem allows consumers to resonate and connect deeply with your brand. It increases the level of trust exponentially. Try to build extensions of product line to create an ecosystem.
4. Gauge & Build for the Future (Bonus)
Apple launched AirPods in 2016 and subsequently removed the earphone jack from the phones.
The earphone jack was a primary outlet in every smartphone before 2017 but Apple did not think twice before replacing it.
Apple launched face unlock in 2017 and subsequently removed the fingerprint button on the iPhone.
The features removed by Apple took consumers by storm and were largely criticised.
Try to find a good smartphone today without a face unlock. Can you?
The courage to build for the future leads to criticism and a lot of inconvenience to the consumer, at first.
VanMoof weighs 19 kgs and does not have a detachable battery. It means VanMoofers need to charge the bike at ground stations. Whereas, competitor brands like Cowboy, Volt etc have a detachable battery pack.
VanMoof with its non-removable battery pack showcases the future of bikes.
It also allows VanMoof to accessorize the product line with additional power bank sales which can be attached to the bike.
It does not have ugly battery packs sticking out: one of the reasons why e-bikes failed in the 90s.
The future is making it an original smart bike in its entirety.
VanMoof’s 19kg bikes may not be suitable for carrying upstairs but they sure are in sync with the future.
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