Reference no: EM133376012
What is the 'problem' that that you want to solve with your business?
Inside the motorcycle industry, brand names and black leather has been the staple of the older generation. From James Dean, The Wild One, Sons of Anarchy, and Wild Hogs, black jackets and leather vest seem to be the uniform for those the culture. This may have been true for the "Boomers" and "Gen X-ers," but outside of the cruiser crowd, motorcyclist will wear helmets, armored jackets, pants, boots, and gloves. To be fair, as motorcycle have evolved, the gear has also evolved for the sportbike and adventure riders. The manufacturing companies have left the cruiser community behind. The companies that do provide gear for those riding V-Twins has stayed with the tried-and-true black leather. Shifted Paradigm aims to create protective motorcycle apparel, using armor and "splashes/patches" of high-visibility color that will appeal to the new generation of V-Twin riders.
Who is it that has this problem (Target Market)
We are targeting 25-45-year-old, adrenaline junkies, that ride their bikes to their limit. Primarily focusing on the V-Twin market, our audience has a taste for speed and excitement. They do not want the same appearance that is commonly associated with the older Harley generation. They do not want to be walking billboards for any brand but create their own identity that clashes with mainstream culture.
How do you know that this problem exists? Do some research to back this up.
After reading Motorcyclists' attitudes on using high-visibility gear to improve conspicuity: Findings from a focus group study (Jenness, 2019), I began to interview riders in the community that we are targeting. This study is the only one that I can find that addresses why riders don't wear the gear. Most of the riders I talked to wear helmets most of the time. When asked why they don't wear other apparel, the responded with two basic answers:
- They don't like the black leather of the "Hell-Ya Brothers" (a reference to the older riders). Plainly put, this isn't their style. They don't want to be a Harley advertisement with their clothing.
- Most motorcycle apparel isn't made for their style of riding and become uncomfortable rather quickly. The gear is made for sportbike riders.
When discussing what they would like, those interviewed wanted equipment that was more inspired by skate or street clothing. Just as Jenness (2019) points out in their findings, these riders don't want wear bright yellow or orange clothing that would make them look like a "highlighter" or "traffic cone." When shown sketches of possible products using lighter colors and street-style clothing, those being interviewed said they would buy and use the gear if properly priced.
Why is this important to you?
The reason protective motorcycle apparel is important to me is directly due to an incident where a person driving 130mph hit me while on my motorcycle. Had it not been for my protective equipment, I would have died. It has become my personal mission to increase awareness and products for the motorcycling community, no matter which subculture. I see the need for better gear that is meant for cruiser riders. I see the need for more esthetically pleasing high-visibility gear. If the gear doesn't look the part, the market won't use it.
QUESTIONS:
1. What about the reading do you agree with and why?
2. What would include/add to the reading to make it more thorough?