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tongue

A fender specifically designed for bike messengers

 

 
 

Who are Bike Messengers?

Bike messengers work for courier companies who manage last-minute deliveries of important documents or  packages within a city. They average 100 deliveries per day.

They are mostly males, aged 20-40 years old.

They are the product pressure-testers of the urban cycling market.

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This is what their bikes look like

The appeal of a low-maintenance ride fosters a minimalist aesthetic.

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Why Do They Need Fenders?

Bike Messengers need fenders to:

1. Prevent their backs’ from getting wet from rear-wheel spray.

2. Increase comfortability while riding all day.

 
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The Problem

Bike messengers need fenders to prevent spray from  from their rear wheels when it’s raining, But they don’t like what’s on the fender market.

 

Visual Language:

1. Bicycle parts and fenders are different shapes.

2. Most fenders look cheap.

3.Lack of early integration.

They don’t like how they look

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Predicting the Weather is tough:

1. Lack of portable storage.

2. Only do one thing right.

3. Messengers don't want fenders on their bikes when it’s not raining.

They don’t like the Functions

 
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function over style

Messengers would rather use a strictly functional fender because no fenders on the market fit all of their preferences.

 

paint points

1. Fenders look bad on their bikes.

2. Most fenders aren’t portable. And portability often compromises structure through material and form.

3. Having to decide when to use a fender according to weather forecasts.

 

The Opportunity

Build the saddle and fender together so that the fender looks good with the rest of the bike, is lightweight, functional and provides ample coverage to prevent wetness and ensuing discomfort. The fender is deployed only when needed and retracted as soon as it’s not.

 

Summary

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existing brands bike messengers like

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Features They Like

1. Waterproofness

2. Bright accent colors

3. High-end

4. Minimalist design

 

Fender and saddle price points

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Options for fenders on the market

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Vibes they Like

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Leading Insight

I use two different saddles. One is a Selle San Marco Fusion Shot Race, Bianchi labeled in celeste. I'm not a fan of it on really long rides.  basically just a carbon shell with a thin layer of gel and leather. But it was stolen two months ago. I then used my spare saddle, a San Marco “Rolls”. Which was literally a pain in the ass.

—Brenttaki28048 Bike Messenger Forum

 
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Tongue eliminates having to decide whether or not to use a fender when rain is in the forecast, compromising the bike’s aesthetic which messengers obsess over. 

 
 
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Material

Uni-directional carbon saddle shell and rails

Need

For Riders who travel >200km /week

And/or for > 90-minutes at a time.

Result

Save 20g of weight

Absorb shock

Add $125 - $200 to total cost

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Targeting the Community

Sales and Marketing Channels

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collaboration

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