E-Bikerzz Business: Startup Strategy, Market Analysis, and 4Ps Plan

This report outlines the business plan for "E-bikerzz," an e-bike rental service targeting private and government spaces in South London. It details the business idea, the entrepreneur's skills, and the chosen location. A PESTLE analysis informs a SWOT analysis, identifying opportunities in relaxed tax policies for electric vehicles and threats from potential economic recessions. Porter's Five Forces model assesses industry competition, buyer and supplier power, and the threat of substitutes and new entrants. The report then covers STP (Segmentation, Targeting, Positioning) to define the target market and concludes with a 4Ps marketing plan, focusing on product, price, promotion, and place to establish E-bikerzz in the market.

Starting a
Business and
Fundamentals
of Marketing.

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
Summary of the business idea................................................................................................2
Skills and experience in relation to the business....................................................................2
Location of proposed business and reason of choice.............................................................2
PESTLE Analysis leading to SWOT Analysis.......................................................................3
Industry analysis using Porter's 5 forces model.....................................................................5
STP.........................................................................................................................................6
Marketing Plan (4 Ps).............................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
Starting of business is a complex process which involves a range of business activities
such as planning, making up of key financial decisions and further completing a series of legal
activities in the business. Marketing is a complex and essential activity which includes a range of
complexities and plays an important role in the business (Alanzi, 2018). This report is based on
coming up with new proposed business which fills some gap in the market. Further the
respective business is analysed on an internal and external basis where the essential models are
applied. Further the target market of the respective business is being identified along with a
proper marketing plan for the respective business.
MAIN BODY
Summary of the business idea
The business idea refers to the plan which is being proposed by the individual which will
be able to solve a set of problem in the society. A business should more likely to be purpose
driven as it will sustain in the society for a longer period of time. The proposed business plan for
this report is “E-bikerzz” which will offer service of renting e-bike for mobility in private and
government spaces. These e-bikes will solve the problem of the transportation in big spaces, this
particular solution is currently not offered by any company.
Skills and experience in relation to the business
The major skills required in executing the above idea of the business are entrepreneurship
and skills related to technology and automotive industry. These industries are complex and the
entrepreneur must have knowledge of these industries so that the entrepreneur can ace this
industry. The experience of entrepreneur is in the industry of electrical engineering field which
will fulfil the requirements of the above business idea and project.
Location of proposed business and reason of choice
Location for this particular business idea will be in the South London, United Kingdom
where there are several private spaces and universities to whom the university will sell their e-
bikes. The location is prime and the organisation will have advantage of setting up new image in
the market.
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PESTLE Analysis leading to SWOT Analysis
Factors Context of E-bikerzz SWOT Analysis
Political  Tax policies of the
country plays an
important role in terms
of effectively managing
the operations of
company.
 Restriction based on
the industries must be
assessed as the electric
vehicle industry is new
and they must consider
all the government
restrictions (Appel et.
al., 2020).
Tax policies of the government
for electric vehicles companies
are relaxed which gives major
advantage to the organisation
and this is a good opportunity
for the company to further
expand their operations. New
imposed restrictions on the EV
industry can turn out to be one
of the major threat for the
organisation and they should
come up with techniques in
order to effectively deal with
these challenges.
Economic Economy of the country in
which the organisation is
dealing plays an important role
in terms of profitability and
growth prospects. The
organisation can increase their
expansion rate during the
boom period of the economy
and they might face challenges
during recession periods such
as COVID-19.
The recession period is one of
the major threat for the
company as there can be
another situation like COVID-
19 which will directly impact
the operations of E-bikerzz.
Social The taste and behaviour of The changing trends in favour
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target market and customers
directly impact the operations
of business. E-bikerzz can take
advantage of the new trends
related to electrical industry as
the new world is moving
towards the electronic option
of transportation.
of the respective company will
result in a big opportunity for
the organisation as they will
get benefited from the process.
Offering electronic services in
this industry and in this form is
unique which no other
company is doing which is one
of the major strength of the
organisation.
Technological Technology plays an important
and most crucial role in the
field of electrical vehicles.
Using advanced and updated
technology will help the
organisation in terms of
sustaining in the business
environment for a longer
period of time.
The technological factor is a
major strength of the company
as they are totally dependent
on application of technological
advancement in the products
and services delivered by the
company (Boafo et. al., 2018).
If the organisation is unable to
implement new and advanced
technology in the business
model, then it will become a
major weakness for the
prospered project.
Legal Legal factors are related to
legal complications and
amendments that are made for
the electronic vehicle
businesses. The legal factor
must be analysed and followed
properly otherwise the
The legal policies and laws
against the EV community will
turn out be weakness as the
organisation will have to face
challenges in context of those
laws and polices.
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proposed business might face
severe legal complications in
future.
Economic The EV industry is at top as
the concept is built on building
a sustainable environment
where there is no carbon
emission.
E-bikerzz can take this as a
major opportunity as the
company have good growth
prospects because the
government is pushing the
program of reducing the
carbon emission.
Industry analysis using Porter's 5 forces model
Porter's five forces model is helpful in critically analysing the industry in which the
company is going to further continue their operations. This analysis is helpful in analysing the
industry in which the organisation will further continue their operations. Further the five forces
analysis is discussed in context of E-bikerzz: Competition- E-bikerzz is into Electronic vehicle industry which is currently not a big
industry as there are very few players in the industry and the services offered by the
company is currently rare as no other organisation is offering these services to big
private and government properties (Bruijl, 2018). The competition factor for this industry
is low as there are very few players in the EV industry and currently there are no
companies offering services of E-bikes in the big private and government spaces such as
hotels, universities etc.
 Bargaining power of buyers- The bargaining powers of customers is low in case of the
respective organization as there are very few companies who are providing the same
services and products in the market. The organization will further enjoy a competition
less market if they are able to sustain their operations for a longer period of time. The
customers won't have much options and they'll have to buy services from this particular
company only as there are no substitute company available in the market.
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 Bargaining power of suppliers- The bargaining powers of suppliers for the respective
company is high as the technical part of manufacturing requires some raw materials and
equipment’s which are rarely found and the suppliers me increase the prices according to
them. The electronic vehicle chips used in the scooters is one of the primary component
which is obtained from very few suppliers and therefore they hold high bargaining power
as they can increase the price of chips according to the market. The organization won’t
have much option and they will have to buy the chip from the same supplier only.
 Threat of substitute products- The threat of substitute products in the market is low ask
currently there are very few companies in the electronic vehicle segment. If we
particularly focus on providing the electronic scooter facility in the private spaces and
government spaces then there are barely one or two companies in the same industry.
Therefore the respective organization hold good chances of growth. Therefore the
organization can produce the products according to their operational cycle as they don’t
have any fear of substitute products in the market.
 Threat of new entrants- The threat of new entrants is medium because there are many
companies were looking to enter in this industry as it is one of the most emerging
industry of the upcoming years. Though the industry is emerging but it requires high cost
of set up and raw materials which cannot be afforded by every group. Therefore the threat
of new entrants is at medium level for this particular company.
STP
 Segmentation - segmentation refers to the process of dividing the potential market on the
basis of age, gender, geography, social status etc. This is one of the primary step off
marketing where the head realises the group which will be targeted for the process of
marketing. In context of Ebikerzz, they will Segment the market on the basis of location
and social status of the private or government space. The organisation will first determine
the need of their product indifferent types of places. They will first look out for the
universities, hotels and other private species where there is a requirement of
transportation.
 Targeting - in this process the identified target market of the company is selected from
the different segments listed above. This process is essential as it determines the target
market for which the organisation will base their products, services, strategies and all
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other policies. In context of Ebikerzz, They will target the universities, hotels and all
other private spaces who have an area of more than 15,000 square feet so that the
organisation can pitch there transportation requirement in the particular area.
 Positioning- this is the last step in which the organisation come up with ideas to position
their product on different locations (Deepak and Jeyakumar, 2019). In this process, the
Ebikerzz will determine the strategy to position their services in the market.
Marketing Plan (4 Ps)
Product Price
The services offered by Ebikerzz will be based
on offering services of transportation In the
private and government spaces such as
hospitals, hotels, universities etc. Their product
and service are unique and they have good
chances of sustaining in the environment
(Mothersbaugh et. al., 2020)
The prices offered by the company are high as
the EV sector requires high cost raw materials
and thereafter there are no charges of fuelling
the vehicle. The organisation is looking to offer
best price possible in their initial stage so that
they can attract more and more private space
owners.
Promotion Place
The organisation will promote their products
and services through both the platforms that is
online and offline model. They will use the
traditional approach of marketing by
interacting with the owners on a personal basis
and pitching the idea. They will also promote
their services online as well on social media
platforms.
The organisation is currently looking to offer
services and products in the southern part of
UK and further they will expand in the future
according to the situation and strategies. This
will help them in sustaining in the environment
as they will first gain a good image in the local
market.
CONCLUSION
` From the above report it can be concluded that it is essential for the new organisation to
evaluate the internal and external environment as it directly determines the sustainability of the
organisation. The PESTLE analysis is helpful in evaluating the macro and external factors of the
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environment in which the organisation will operate in future. SWOT analysis is helpful in
analysing the internal factors such as strength, weaknesses, opportunities and threats that the
organisation may encounter in near future during the operations. STP and marketing mx is
essential in evaluating the marketing strategy of the organisation and how they will further deal
with the challenges occurring in the organisation.
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REFERENCES
Books and Journals
Alanzi, S., 2018. PESTLE Analysis. Project Management.
Appel, G., Grewal, L., Hadi, R. and Stephen, A.T., 2020. The future of social media in
marketing. Journal of the Academy of Marketing Science, 48(1), pp.79-95.
Boafo, N.D., Kraa, J.J. and Webu, C.G., 2018. Porter’s Five Forces Impact on the Performance
of Companies in the Banking Industry In Ghana.
Bruijl, G.H.T., 2018. The relevance of Porter's five forces in today's innovative and changing
business environment. Available at SSRN 3192207.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Mothersbaugh, D.L., Hawkins, D.I., Kleiser, S.B., Mothersbaugh, L.L. and Watson, C.F.,
2020. Consumer behavior: Building marketing strategy. New York, NY, USA: McGraw-
Hill Education.
Romppanen, J.M., 2021. Segmentation, Targeting & Positioning (STP).
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
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