Lime Bike Family & Friends Bike Share Proposal - Final Presentation - Product School

This my the final presentation for Product School's Product Management Certification. Directly following the presentation is the Product Requirements Document.

Here I make the case that the Lime bike share application needs to enhanced to include Family & Friends segments. Take a look!

Transcript

1. Friends & Family Bike Share Proposal Daniel Friedlander Product School Final Presentation drosscr@gmail.com
2. 02 Company Context 330+ Employees 80+ Markets 13 Months $467M Funding 6M Rides
3. 03 How Does Lime Work? 1 2 3 4
4. Lime...is founded on a global vision to impact local communities for the good of all long-term. 1 Core Value 04 SOURCE(S): 1 Press Release: LimeBike Launches In EU And Hits 1 Million Rides, https://www.prnewswire.com/news-releases/limebike-launches-in-eu-and-hits-1-million-rides-300570894.html
5. 05 SOURCE(S): MetroBike’s Bike-Sharing Blog: Bike-Sharing Clicks into a High Gear https://www.statista.com/chart/14542/bike-sharing-programs-worldwide/ Explosive Growth of Bike Share Systems
6. 06 60.5% “To ride with friends and family” 2 SOURCE(S): 1Percentages of family households with own children under 18 years in the United States from 1970 to 2017, by type of family, https://www.statista.com/statistics/242074/percentages-of-us-family-households-with-children-by-type/ 2Final Report: Breaking Barriers To Bike Share: Insights From Residents Of Traditionally Underserved Neighborhoods, NITC-RR-884b, Transportation Research and Education Center (TREC) Portland State University, June 2017. 47.9M Family Household Segment with children under 18 yrs 1 Expand into Family, Friends and Underserved Communities
7. 07 69% “if more of my friends or family could ride with me” 2 SOURCE(S): 1U.S. News & World Report.Bike-Share Still Has a Race Problem: Bike-share programs are still struggling to reach people of color, despite outreach programs implemented over the years. https://www.usnews.com/news/national-news/articles/2018-06-14/bike-share-still-has-a-race-problem 2Final Report: Breaking Barriers To Bike Share: Insights From Residents Of Traditionally Underserved Neighborhoods, NITC-RR-884b, Transportation Research and Education Center (TREC) Portland State University, June 2017, pg. 212 Riding with Friends & Family would remove a barrier for Underserved Communities
8. What actual customers have to say... 8 ...I cannot unlock a bike for my wife. This is akin to going to a store to buy a hamburger for my wife and told, “sorry... she has to use her own credit card.” -- Rwatson58 ...wish you could reserve ahead of time, because if someone else picks it up, you are running around trying to find a new one... -- Jon Lidgett ...I wish we could have held our bikes while at the zoo. I would have gladly paid. When we returned an hour later, they were gone… -- JessieLucille 08 SOURCE(S): Comments sourced from over 2500 Google and Apple Store comments using Appbot segmentation.
9. Target Persona Shawn - Head of Household (Father, Mother or Guardian) 09 Goals/Outcomes: Leisure rides Avoid bringing a bike Travel with family Pay using single account Drop off anywhere Pain Point 2: “We were arriving to pick up the bikes, and someone already took one of them!” Pain Point 1: “I couldn’t include my family on my app when we bike, so one of us had to walk...”
10. Goals/Outcomes: Quick and easy transportation between classes and home Low cost Target Persona Phillip - Family Member (Son, Daughter or Friend) 10 Pain Point: “I don’t have my own phone yet, or my own income...so I couldn’t get on a bike!”
11. 11 Goals/Outcomes: Flexibility to add friends Low cost Put bikes on hold Ricardo - Sociable Resident (Close Friends, Couples, etc.) Target Persona Pain Point: “We are tired and just want to take a break at the cafe, but we’re afraid the bikes will be taken when we get out.”
12. Benefits of Friends & Family Features 12 Encourage non-users to join Increased revenue Reduce friction for an excluded segment Aligns with Lime Community Network Incentive for underserved community members to join Remove barrier to entry
13. \ How Does It Work? Select a Cluster 13
14. 14 \ How Does It Work? Reserve the bikes
15. \ How Does It Work? Bike Check-out 15
16. 16 \ How Does It Work? Pit Stop - put the bike on hold
17. 17 \ How Does It Work? Bike Check-in
18. Minimum Viable Product - Kano Model 18 Delighters Excitement Must-haves Basic needs Performance Satisfiers HIGH SATISFACTION Delighted LOW SATISFACTION Dissatisfied POOR EXECUTION Bad functionality Sub-Standard STRONG EXECUTION Good functionality World Class Delighters Hold/Pit Stop Cancel hold/Pit Stop Check periodically to cancel hold/Pit Stop Performance Choose clusters See details Confirm reservation Cost of adding more Confirm all locked TIM E Must-have Check-out one Check-out additional Check-in Select Reserve Cancel reserve MVP P0 P1 P2
19. Limited Beta 19 Areas greater 10 km2 Areas < 20+ bikes / 1,000 residents Market Penetration vs. Infrastructure Usage
20. 20 Go-to-Market Launch Plan Post-Launch Blog post(s) Press releases: Municipalities, stakeholders, communities Monitor: reviews, comments, feedback, key metrics Adwords, Email Campaign, Social Media Iterate Post-Launch Party! Pre-Launch In app feature tutorials Feature screenshots / videos Bike graphics FAQs/Knowledge-base Notify stakeholders Customer support training All employee notice Launch Day/Week Before: partners indoctrinated on feature Day Of: In app notification/tutorial Engineering on call Press Release
21. 21 Place App outlets underserved communities family associations Product Friends & Family: find a group of bikes, reserve, check-out, and make a pit stop at your favorite spot. Promotion App notification & feature tours, press releases, blog posts, demos, graphics, owned media Price Option 1: Current pricing * additional bikes Option 2: Premium available with membership Go-to-Market Launch Plan
22. + 30% rescue How will we measure success? 22 Q1 Q2 Q3 NPS > ~12% + 10% family households + 50% MAU - 500mts distance nearest bike / cluster + 10% frequency of use + 10% LTV
23. Friends & Family Bike Share Happy Customers • Increased Revenue • Sharing Daniel Friedlander Product School Final Presentation drosscr@gmail.com 360.746.4327