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BSG BIKES

The goal of this project was to help the French startup company BSG decide on their next strategic step after low sales in their WOOD.B bike.

 

This was a group collaboration and consisted of an analysis phase, concepts and final strategic suggestion.

The main objective was an increase sales, but at the same time keep the BSG's Wood.B bikes a novelty feature. They wanted the company to sell and produce more, while targeting the wealthier customer group. Their goal was to become "Ferrari" of the wooden bicycle world, and share great French handcraft as a core service of ofering.

We did an extensive internal and external analysis, focusing on strength and opportunities. From this we created a preliminary strategic goal. After this we looked at the BSG branding, their service blueprint, modularity, network and how to implement the strategical goal of horizontal movement.​

 

We generated several concepts, and chose a solution that satisfied all our set criteria.

The bikes would be rented out, marketed as art and cocreated by the customers. Competing on BSG's homepage could land you a bike for free for a couple of months. Ultimately, the user would take pictures at the bycicling experience sharing it in the Community and Instagram. This would challenge users to actively use the bike, what would lead to free branding.

 

 

 

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