Question

In an e-bike industry, what would be our most successful way of approaching the market (eg via distributors/bike shops/direct sales, etc) Do we start local or go wider? we are a Canadian company and its related to the North American market?

Answer 1

In an e-bike industry, it is better to go with a mixed sale promotion strategy. Since, it is a relatively new product, we need to aggresively promote it. We need to utilise all the available sales promotion options. DIrect selling is the best way to go, followed by the dealers. We need to recruit staff who is really aware of the product. They need to be given training and demo on how to ride the bike.

They should be well equipped with information so that they are able to convey their ideas and proper information to the potential buyers, We also need to enter into a deal with the dealers. The consumers are already familiar with the dealers. So an association with them is going to benefit us.

Direct and Indirect marketing methods should be used. Since we are starting the company, it is better to have a localised operation. You need to set up the company where cheap labour is available. You already have enough capital with you. So try to find cheap labour but never compromise on the quality.

As far as the pricing goes, you need to start with a lower price to pentrate the market initially. You also need to make the consumers aware of the greenness of the product. The modern responsible citizens will be seduced with the word green, You can also plant some trees, use e- brochures / digital ads to promote your idea of sustainable and responsible production.

If you need a marketing head, I am always ready to be that person.