Concept for Roblife Group....

DEVELOPMENT CONCEPT FOR ROBSTEP NORDIC AB Business development recommendations for Robin-M1

KIP 999 Integrated Project HDK, School of Design and Crafts 25 May 2012 Ylva Forssander Marie HanĂĽs Maija Oksanen Teele Villem

Please note that all opinions and statements made in this report are the project group’s, and have no further connection to Robstep Nordic AB.

ABSTRACT

The technology of battery powered electric vehicles has developed in the past decade mainly due to the rapid developments in consumer electronics and its effect on other high-tech products. Electric vehicles are reaching the point where they are able to compete in performance with vehicles with internal combustion engines and traditional fuel-powered vehicles such as cars and scooters. Reducing carbon emissions and developing new means of transportation to tackle congestion are on the agenda of many governments. Also businesses are looking into new technology for more efficiency and to gain advantages from their competitors.

Robin-M1 is a battery powered self-balancing two-wheeled vehicle for personal transportation imported to Sweden by Robstep Nordic AB. The project group has studied the current market situation and potential of electric vehicles in Sweden with a focus on Robin-M1 and the possibilities around the product. This report looks into the business opportunities for Robstep Nordic AB and gives suggestions for business development, key business areas, and creating an attractive value offering.

To become more familiar with electric vehicles, their usage and image, and future possibilities for Robin-M1 the project group conducted interviews with authorities, carried out a survey, and looked into competing vehicles to Robin-M1 and case studies on their market pursuits. This research lead to the insight of a suggested market entry strategy: the project group recommends Robstep Nordic AB to focus on the business-to-business market as the consumers perceive the price of Robin-M1 and its competitors unreasonably high and there is uncertainty of their meaning and usage.

ABSTRACT

The business-to-business market can be further divided into several areas. A mapping was conducted to identify the best possible business areas for Robstep Nordic AB. Currently the most suitable business areas are as follows: Theme parks, airports, warehouses, event medical staff, security personnel, and exhibitions and fairs. These business areas are most likely to gain from the offered added value of Robin-M1 and be able to utilize it in best possible ways. In addition to sales and leasing of Robin-M1, a service contract was developed. Robstep Nordic AB should not only focus on business-to-business sales but provide their clients with an all-inclusive service offering.

Branding is an important aspect of differentiation from competitors and the brand values for both Robin-M1 and Robstep Nordic AB should be developed accordingly. Brand values should be rooted deep in the business and be perceivable by the clients. Marketing and communications should be aligned with the brand message to convey a consistent and clear image.

When the product has a strong brand, moving to the consumer market is smoother. The increased competition in electric vehicles is likely to cause leaps in product development.

Lower prices enable consumers to invest in electric vehicles and use them to replace for example cars in urban areas. Staying alert is imperative, as market shifts can take place rapidly.

TABLE OF CONTENTS

1. INTRODUCTION 2. BACKGROUND

2.1 Company Description 2.2 Product Description: Robin-M1 2.3 Vehicle Legislation 2.4 Patenting

3. CURRENT MARKET SITUATION

5 6 6 7 8 8

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3.1 Business-to-Consumer Market 3.2 Business-to-Business Market 3.3 Competitors

10 11 12

4. BUSINESS APPROACH 5. VALUE PROPOSITION

13 14

6. BUSINESS AREAS 7. SALES OPTIONS

7.1 Business-to-Business Sales 7.2 Instalments 7.3 Leasing 7.4 Rental 7.5 Volume Discount 7.6 Cash Discount 7.7 Additional Services and Sales 7.8 Service Contracts 7.9 Accessories

16 23

24 24 24 25 26 26 26 27 29

8. SERVICE BLUEPRINT 9. CUSTOMER JOURNEY 10. BRANDING 11. MARKETING 12. FUTURE SUGGESTIONS 13. FINAL WORDS REFERENCES APPENDIX

31 37 40 43 44 45 46 47

1. INTRODUCTION

This project was carried out by a multidisciplinary team from Master program of Business & Design at School of Design and Crafts, University of Gothenburg. The project took place between 2 April and 4 June 2012 during the study module Integrated Projects.

The project focused on finding business possibilities for Robin-M1, an electric vehicle imported to Sweden by Robstep Nordic AB. This report condenses information gathered along the project, gives suggestions for ways to move forward, and can be used as a tool by Robstep Nordic AB to further develop their business.

The various electric vehicles on the market do not have a common name and several titles are used incoherently by various sources. These include Personal Vehicle, Electric Personal Vehicle, Personal Transporter, to name a few.

Therefore, to avoid confusion, the project group has decided to use the term "stand wheeler" suggested by Maths Bjรถrklund, the owner of Robstep Nordic AB. By stand wheeler the project group refers to a battery powered, single-person driven, self-balancing two-wheeled vehicle.

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2. BACKGROUND This chapter provides information about Robstep Nordic AB and their product Robin-M1 as well as a brief overview on vehicle legislation and patenting.

2.1 COMPANY DESCRIPTION Currently in Sweden, electrical vehicles are a niche and the market has not developed to its full potential. Therefore, it offers a lot of possibilities for development.

Robstep Nordic AB has taken the opportunities available and decided to contribute to the market with entering it with a stand wheeler, Robin-M1.

Robstep Nordic AB was founded by Maths Bjรถrklund in Gothenburg 2012 to import, distribute, and sell the Robin-M1 stand wheeler manufactured by Robstep Robot Co. Ltd in China. Robstep Nordic AB focuses on selling Robin-M1 in the Nordic region and has an exclusive distributor contract in Sweden. The first delivery of the Robin-M1 will take place in May 2012.

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2. BACKGROUND 2.2 PRODUCT DESCRIPTION: ROBIN-M1 The Robin-M1 stand wheeler is a two-wheeled vehicle for personal transportation. It can be ridden by one person at a time. The rider stands on a platform and holds on with both hands to the steering mechanism. Robin-M1 does not have controls or pedals to accelerate, decelerate or brake, but moves in response to the rider’s body gestures: by leaning forward the rider moves Robin-M1 forward. (Robstep Robot Co. Ltd, 2012A).

The vehicle stops when the rider resumes back to an upright standing position. By leaning backwards the Robin-M1 moves backwards.

Depending on the angle the rider is leaning the Robin-M1 will accelerate or decelerate.

Robin-M1 turns around on the spot. The rider can steer the vehicle by moving the handlebar lightly to the preferred direction. Robin-M1 can be ridden both indoors and outdoors.

Difficult, uneven terrain with obstacles can impose problems when riding a Robin-M1 outdoors. Going up- and downhill is possible and riding is possible even in rainy conditions.

(Robstep Robot Co. Ltd, 2012A).

The total weight of Robin-M1 is 18,5 kilograms and it can carry a maximum load of 120 kilograms. It has a maximum speed of 15 kilometres per hour and a riding range of 20 kilometres with one battery charging. Charging the lithium-ion battery from empty to full takes approximately four hours. The battery can be charged through a regular power socket.

(Robstep Robot Co. Ltd, 2012A).

Š Robstep Nordic

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2. BACKGROUND

The Robin-M1 has a one year warranty, which applies for manufacturing faults (Robstep Robot Co. Ltd, 2012B). Parts that wear off (such as tyres) are not included in the warranty.

For the warranty to apply, Robstep Robot Co. Ltd in China will most likely require the Robin-M1 to be serviced and repaired only in authorised repair shops. Robstep Robot Co. Ltd has not been able to confirm whether annual service for Robin-M1 is required. Also the composition and configuration of the Robin-M1 is still unclear and the type of service it possibly needs is under further investigation. (Bjรถrklund, 2012).

2.3 VEHICLE LEGISLATION

2.4 PATENTING

From a legal perspective Robin-M1 is an ambiguous case and currently Sweden and Denmark are the only Nordic countries to have granted two-wheeled self-balancing vehicles a legal status. In Sweden they are grouped together with bicycles and Danish legislation groups them together with mopeds.

Therefore riding a Robin-M1 in public requires the rider to comply with and act according to the regulations stipulated in the legislation for each vehicle type. Other Nordic countries, including Finland, Iceland, and Norway, have not yet expressed their opinions on the legal status of the vehicles. (ร senlรถf, 2012)

A patent is a form of intellectual property protecting new inventions. Patents cover how things work, what they do and how, what they are made of and how. The owner of the patent has the right to prevent others from making, using, importing or selling the invention without permission.

The technology used for the self-balancing of two-wheeled vehicles is complex and patents have been filed in Europe and the US. Importing, selling and using similar vehicles is allowed as long as the technology of the vehicles is not infringing the existing patents.

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3. CURRENT MARKET SITUATION This chapter concentrates on describing the current situation of the market. This will be done through presenting insights from business-to-business and business-to-consumer market, and by giving an overview of main competitors in Sweden.

Transportation is an inseparable action of everyday life. By observing and interviewing people about their means of transportation in Gothenburg, it seems that most commonly inhabitants choose to use buses, trams, cars, bicycles, scooters, or just walk to their destination (see Appendix B). However, it should not be assumed that these means of transportation would be the only possible available.

Stand wheelers are a group of vehicles in transportation that have existed on the market for over a decade, but have not received a warm welcome and broad usage by the consumers. Though, first seen as a revolutionary new vehicle, the only visible usage of them in public spaces in Gothenburg are guided city tours.

This has led to many questions concerning why this has happened and how the situation could be changed. To find out more about why it is so rarely used and which actions would be the most beneficial for Robstep Nordic AB to take in their market entry with stand wheeler Robin-M1, different research methods were used and insights gathered.

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3. CURRENT MARKET SITUATION 3.1 BUSINESS-TO-CONSUMER MARKET Various thoughts on stand wheelers and electrical vehicles were gathered with the help of a street questionnaire in Gothenburg in April 2012 (see Appendix B) as well as looking into different study cases and online forums.

Main insights for consideration are discussed below.

First and foremost, there is a lack of awareness about stand wheelers. People do not associate the vehicle with transportation. Some have not ever seen one nor do they know that such products exist. Also, many other gaps were identified with questions such as where is it sold and by whom, how is it to ride one, what does it cost, what kind of models are out there, and many more.

Secondly, people are not certain why and where they would need to use a stand wheeler.

They do not know what purpose it serves or what the benefits and negative sides of the product are.

Thirdly, for the consumer market the price is an issue. The price of a stand wheeler varies between 20 000 – 80 000 SEK depending on the retailer and model. Even though there is no common knowledge among people on how much a stand wheeler costs, it is known to be expensive. In their mind, people mostly compare the stand wheeler with a bicycle and they would therefore be willing to buy it for no more than a price of a bicycle.

On the other hand, the stand wheeler’s charging system is compatible to regular 220 V power sockets. That gives people a possibility to charge where they see it suitable. Various studies (Department for Transport, 2011; EVUE, 2011; Electric Transportation Engineering Corporation, 2009) show that people who use electrical vehicles for commuting or private transportation charge them at work or at home due to the long charging time from zero to full as well as for the convenience and the low price of electricity.

Lastly, the image of a stand wheeler is considered to be “silly”. This is partly due to the city tours where a big group of people go on Segway® PTs (Personal Transporter) and wear neon yellow vests and helmets, but can also be derived from the comedian usage of the vehicles in popular Swedish TV-shows.

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3. CURRENT MARKET SITUATION 3.2 BUSINESS-TO-BUSINESS MARKET To define the current situation on the business-to-business market, officials and companies using stand wheelers, such as the police and marketing agencies (see Appendix A), were contacted and further case studies were examined. Insights gathered are presented in the following paragraphs.

Firstly, the business areas where stand wheelers could be used are diverse. There are many industries that could benefit from using stand wheelers. Therefore, the market gives many possibilities for sales in large volumes.

Secondly, in business-to-business market the image is not an issue. The professional

environment provides a different level of understanding of the vehicle's purpose. The stand wheeler serves the company as a tool rather than a toy which automatically gives it a more professional and valuable image.

Thirdly, the stand wheeler is not considered as expensive, because of bigger resources and the VAT exclusion for businesses. Also at the same time the cost can be considered an investment for business development. Different monetising options, such as leasing and renting are possible, as well as different agreements depending on purchase size and volume which makes the price less intimidating.

Fourthly, the infrastructure for charging already exists. There is no need for more than putting up an extension cable with sockets to be able to charge the stand wheelers.

Nevertheless, it could be a possible future business opportunity to offer a compact storage and charging units for companies using stand wheelers.

Lastly, it is likely that companies will need more than one stand wheeler for their business, meaning that the distribution and maintenance can be centralised. That gives a possibility to decrease the costs of transportation and saves time.

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3. CURRENT MARKET SITUATION

3.3 COMPETITORS There are many types of electric vehicles for personal transportation available on the market. The most common vehicles are the electric bicycle, the electric wheelchair, the electric scooter, the stand wheelers (for example Segway® PT or Robin-M1), to name a few. Businesses use also forklifts and golf carts for the need of transportation and therefore they can also be seen as competitors.

Currently there are several different stand wheeler brands represented in Sweden: Segway® PT, Freeyoyo, GyroTech™, Toyota Winglet™, and now the new entrant Robin-M1.

The change has been rapid: for a long time, Segway Inc., as the first commercial manufacturer of stand wheelers, was the only player on the market worldwide. For the same reason Segway Inc. was the first to enter the Swedish market. As they have had the first-mover advantage, they are also the most well-known amongst stand wheeler brands on the market.

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4. BUSINESS APPROACH After looking into the background information and the current market situation, the project group have made suggestions for the business approach for Robstep Nordic AB. These suggestions and the motivation for them are discussed in the following.

Based on insights listed previously, the project group suggests that Robstep Nordic AB enter the market with the stand wheeler Robin-M1 through the business-to-business market section. This market segment shows promising opportunities for growing market shares and introducing the new product as a professional tool. It also provides a possibility for indirect awareness growth and spreading information through word of mouth.

Thus, there is a good perspective that the business-to-business market can act as a gateway to the business-to-consumer market.

Nevertheless, the project group recommends Robstep Nordic AB to not only focus on selling the Robin-M1 within the business-tobusiness market segment, but also to offer their clients something more. As some competitors already operate in the market, differentiation is needed.

The project group is certain that the product needs added value to be truly successful and therefore it is suggested that Robstep Nordic AB offer an all-in-one solution for their clients.

This means that the company should not only concentrate on selling the product, but on the whole cycle including sales, accessories, maintenance, repair and disposing of the product. This approach gives the client a promise of commitment and trustworthiness.

At the same time it gives an advantage to Robstep Nordic AB over their competitors who do not offer such services. It also brings extra revenue streams and adds value to the product and the company’s image.

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5. VALUE PROPOSITION This chapter gives an overview of the meaning of value propositions as the base of businesses. This is the starting point for creating a true value proposition and Robstep Nordic AB should pay close attention to these fundamental questions when designing their offering.

Companies develop values for their products in order to be successful in their business. The values also help keeping a constant image of the product and to differentiate from the competitors.

Nevertheless, it should be kept in mind that truthfulness in creating the values is a key factor and important for sustainable business.

The following five questions were asked to create a base for the value proposition: what, why, who for, where, when.

WHO FOR?

WHAT?

Robstep Nordic AB offers their customers the stand wheeler Robin-M1 together with an all-in-one service. The company does not only sell the item but also provides accessories, servicing, repairs when needed, and possibilities of disposal after the end of the product life cycle.

Robin-M1 is most beneficial for companies who have big distances to cover within their premises and need to move between the locations often. It is suitable for companies who need transportation outdoors on spacious areas as well as indoors where the space is limited. Businesses in search of an innovative image, business development, and preferring a deal where they get an inclusive service are the ideal clients for Robstep Nordic AB.

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5. VALUE PROPOSITION WHY?

WHERE?

The clients buy Robin-M1 because it saves time in their everyday work. It gives an opportunity for better mobility as it is small in size and can move in places where other vehicles might be too bulky. It also increases the visibility, as the rider is elevated from the ground when standing on the device. Compared to its competitors, Robin-M1 has a lower price and a faster load cycle which makes it more profitable and easier to handle. Robstep Nordic AB is providing the client with an ‘all-in-one’ solution which will add value to the product and give the client a feeling of trust and commitment. The Robin-M1 can also be used for increasing employee satisfaction by giving them better working conditions as well as giving the business a more innovative image.

Robstep Nordic AB currently offers their product in Sweden. In the future it might be a possibility to broaden the market to other Nordic countries, but a thorough investigation on legal matters is required as stand wheelers currently only have legal position in Sweden and Denmark.

WHEN?

Robin-M1 is a suitable product when a company is in search of business development and in want of renewal. Also, when a company moves into bigger premises the stand wheeler can be a helpful tool for covering the distances and at the same time be used for rising employee comfort and satisfaction.

Naturally, the main values for the service often derive from the product. As the project group has not been able to test the Robin-M1 themselves, the values dependent on the vehicle’s performance are not suggested.

Nevertheless, it is suggested that Robstep Nordic AB would include the inclusive service offer in their main values, besides the values of the product.

This will act as a good differentiation and unique selling proposition for the company.

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6. BUSINESS AREAS Possible business areas have been mapped out and are presented in this chapter. This part of the report will end with a further description on the business areas seen as the most beneficial for business-to-business market entry.

In order to map out the business areas with the best current possibilities for selling Robin-M1, the project group has compiled a chart with potential business areas for Robstep Nordic AB. Each business area with their advantages and disadvantages have been individually assessed. Thereafter they have been given a rating on a scale of 1 to 3, 3 having the most potential. A number of business areas were left without a rating. These areas are currently not recommended for this type of vehicle as they require further research and investigation or are already covered by competitors. The rating is based on the collected research made by the project group and should be interpreted as suggestions or recommendations rather than facts. The chart is illustrated below.

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6. BUSINESS AREAS FILM INDUSTRY

THEME PARKS CARE CENTRES TOURIST TOURS

LARGE CORPORATION BUILDINGS

HARBOURS

FACTORIES

CLEANING COMPANIES

CAMPING SITES CRUISE SHIPS

SECURITY PERSONNEL

CAR-FREE ZONES

POLICE

GOLF COURSES

A total of 29 business areas were picked out and taken into consideration. Six business areas were given three stars, meaning that they are highly suggested to start with for Robstep Nordic AB. Further on, the areas with rating 2 and 1 should be seen as possible suggestions for selling Robin-M1 at a later stage.

The businesses with the highest rating and therefore most strongly recommended are listed and described below.

POSSIBLE FIELDS OF BUSINESS

MARKETING PROVIDERS

MINING INDUSTRY EXHIBITIONS / FAIRS

EVENT MEDICAL STAFF NATIONAL PARKS

HYPER MARKETS MALLS

POWER PLANTS

WAREHOUSES GUIDES

HOTELS / RESORTS LOGISTICS COMPANIES

AIRPORTS

HOSPITALS

MULTI-OFFICE COMPANIES

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6. BUSINESS AREAS EXHIBITIONS / FAIRS

AIRPORTS EVENT MEDICAL STAFF

Airport premises are normally very large, which open doors for small transport vehicles like the Robin-M1. The main opportunity is that Robin-M1 could be used for staff transportation between locations within the airport, decreasing the transportation time and making their work more efficient. However, there is also a possibility for the future to offer them to passengers and travellers due to the long distances between gates and airport entrance.

The recommendation is to primarily approach Arlanda, the largest airport in Sweden.

This section focuses on hired medical staff for large events such as festivals, concerts, sport events and other big public occasions where many people gather in one location. These sites are often very crowded and it can be difficult for the medical staff to get through the crowd in a fast and efficient way. Due to the small size and the suitable movement pattern of the Robin-M1, it could be an efficient tool for the medical staff to get to the people in need of help, fast and smoothly.

This area has two main opportunities. First of all the Robin-M1 can be sold to the fairs, for example Svenska Mässan in Gothenburg and Älvsjömässan in Stockholm. These fairs possess huge spaces and the Robin-M1 would therefore be an efficient way for the staff to transport themselves within the premises. The second suggestion is that Robstep Nordic AB could approach the companies going to fairs.

The fairs and exhibitions are great marketing and networking opportunities for the exhibitors, and within some industries the Robin-M1 could be seen as a good tool for marketing purposes. Having the Robin-M1 in a company’s stand could be a way to attract visitors and transmit a specific image to the potential surrounding customers. Fairs within technology, transportation and electricity are recommended fairs for Robstep Nordic AB to approach.

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6. BUSINESS AREAS THEME PARKS

SECURITY PERSONNEL

One of the biggest customers within this sector is Securitas. Almost every store, warehouse and event needs to have security personnel patrolling in the area, especially during closing time and evenings / nights. The Robin-M1 would be a suitable way of transportation for the patrolling security personnel, since it gives the user a better overview over the area and could be ridden in walking speed but also accelerate up to 15km/h. Often security personnel uses cars to move from location to location. The Robin-M1 can be lifted to the back of a car and taken on a patrolling tour and used whenever the locations requires.

This includes different amusement parks like Liseberg and Gröna Lund, zoological gardens like Kolmården and Skansen and other similar parks. In these locations the Robin-M1 would be a time efficient way for the staff to transport between different places within the parks, but could also be used for marketing purposes. For example, these kinds of parks usually have mascots walking around in the park promoting themselves, and having them use a Robin-M1 would raise awareness. This would benefit both the theme park and the Robin-M1. Theme parks like these generally have a need to offer something new to their customers each year and are very focused on fun and novelty, which in turn gives room for products like the Robin-M1.

WAREHOUSES

This is seen as a big possibility for the Robin-M1, due to the warehouses’ large areas and long distances for transportation. Walking in these large sites is not a time efficient way of transportation and this would be the main selling point to this type of customers. There are many big warehouses in the Gothenburg area, such as Volvo AB Centrallager for example.

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AREA

USER

ADVANTAGES

AIRPORTS

Staff, passengers

Long distances, small, silent, existing need, Crowdedness, charging infrastructure exists, no risk of theft luggage transportation

***

EVENT MEDICAL STAFF

Staff

Fast, carries small loads, getting above the crowd

Terrain

***

EXHIBITIONS / FAIRS

Staff, exhibitors, guests Long distances, fast transportation, visibility for exhibitors, marketing tool, guests can tour the exhibition site

Crowdedness

***

SECURITY PERSONNEL

Staff

Getting above the crowd, easy mobility, fast, works in crowds, better for chasing people, turning range, carries small loads, night rounds, can be transported in a car

Does not replace cars in emergency, only for patrolling on sites

***

THEME PARKS

Staff, visitors

Easy mobility, better visibility, fast in case of emergency

Crowdedness, terrain, might disturb animals

***

WAREHOUSES

Staff

Easy mobility, fast

Only one person on a Robin-M1, loading capacity, low temperatures

***

CARE CENTRES

Patients

Rehabilitation tool, replacing wheelchair or crutches, an aid for people with generally weak bone structure or general conditions

Needs a lot of testing, balancing / standing on a narrow podium might be a problem, might damage Robin’s image

**

FACTORIES

Staff

Long distances, small, convenient, no risk of theft, not a threat to delicate equipment

Loading capacity

**

FILM INDUSTRY

Staff, camera personnel Steady for filming, small, convenient, easy mobility, turning range, better visibility

Terrain, weather conditions

**

GOLF COURSES

Golfers

Might not be allowed on all golf clubs / courses, terrain might be an obstacle

**

Faster than walking, less damage to the grass, easy transportation for the golf bag

DISADVANTAGES

Highly recommended areas Recommended areas Future areas to look into Currently not recommended areas

RATING

*** ** *–

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AREA

USER

ADVANTAGES

DISADVANTAGES

RATING

GUIDES

Guides

More visible, better visibility, better hearing for customers, easier to chase lost tourists, less straining for legs

Sensitive objects, risk of running into objects (in museums)

**

HARBOURS

Staff, yacht owners

Flat surfaces, easy mobility, fast, good for sightseeing for yacht owners

Falling into water, ropes and knobs on the way, joints between floating piers

**

HOSPITALS

Staff, patients, emergency room

Good for long distances, fast for emergency Crowdedness, need of certificate / doctors, patients do not need to walk if approval from safety authorities, patients injured, charging infrastructure available need to be able to support themselves

**

MARKETING PROVIDERS

Companies, promotional staff

Better visibility, novelty, draws attention, bigger range, not bound to one place

**

MULTI-OFFICE COMPANIES

Staff

Replacing car for transport between offices, Weather conditions, companies might have no sweat from biking, easy to shuffle around, shared cars / bikes for their staff to use no risk of theft, can be parked in the office

POLICE

Patrolling police

Getting above the crowd, easy mobility, fast, works in crowds, better for chasing people, turning range, carries small loads

Segway Inc. is an established partner, quality might be an issue for the high demands of the police

**

POWER PLANTS

Staff

Long distances, small, convenient, no risk of theft, not a threat to delicate equipment

Loading capacity

**

CAMPING SITES

Staff, guests

Guest rentals, as "fun" transportation to nearby places, staff can use to move around the camping site

Terrain

*

CAR-FREE ZONES

Inhabitants

Faster than walking, silent and more environmentally friendly than a moped, not competing with cars

Terrain, weather conditions, loading capacity

*

The vehicle might be more attractive than the object marketed

Highly recommended areas Recommended areas Future areas to look into Currently not recommended areas

**

*** ** *–

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AREA

USER

ADVANTAGES

DISADVANTAGES

RATING

CRUISE SHIPS

Staff, security

Easy mobility, fast, "toys" on cruise ships, rental for cruise ships stopping by

Low ceilings, crowdedness, rough sea might affect steering

*

HOTELS / RESORTS

Staff, express cleaning, Branding opportunity, fast, easy mobility guides, room service

Loading capacity, delivering room service items might be difficult

*

LARGE CORPORATION BUILDINGS

Staff

Long distances, small, convenient to use, no risk of theft, not a threat to delicate equipment

Office building architecture might impose problems

*

MALLS

Staff, customers, security personnel

Easy mobility, fast

Crowdedness

*

CLEANING COMPANIES

Staff

Easy mobility, fast

Equipment might be difficult to transport

–

HYPERMARKETS

Staff, back-office

Easy mobility, fast, small, for returning unsold items to their shelves

Crowdedness

–

LOGISTICS COMPANIES

Staff, delivery

More convenient than cars, small

Loading capacity, leaving a Robin-M1 on the street can be an issue

–

MINING INDUSTRY

Staff, miners

Long distances, transporting miners instead of taking a bigger vehicle

Terrain, safety, steepness, ceiling height, dirtyness

–

NATIONAL PARKS

Staff

Easy mobility

Terrain, carrying big loads

–

TOURIST TOURS

Tourists, tour providers, More visible, better visibility, better hearing guides for customers, better for chasing lost tourists, less straining for legs

Segway Inc. is an established tour provider partner, might damage image

–

Highly recommended areas Recommended areas Future areas to look into Currently not recommended areas

*** ** *–

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7. SALES OPTIONS This chapter gives an overview of different suggested sales offerings.

Further discussion is presented concerning different accessories needed for various markets.

As mentioned earlier, insights from studying the potential markets for the Robin-M1 suggest market entrance through business-tobusiness. Introducing the Robin-M1 as a professional tool provides the necessary increased awareness and therefore the consumer market is able to better understand the usage and capabilities of the product.

Choosing the correct acquisition method for vehicles and any machinery or property is important. The project group looked into other fields of business-to-business and business-to-consumer sales (e.g. IT, cars, bicycles, skis) to get an overview of how to package an offering for corporate customers.

Below, a combination of business-to-business solutions is suggested to create a finished offering for businesses. When introducing a new product, the acquisition and use should be made as easy as possible for the client to adopt the product into their operations.

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7. SALES OPTIONS 7.2 INSTALMENTS 7.1 BUSINESS-TO-BUSINESS SALES The simplest way for a company to obtain a Robin-M1 is through a purchase contract with Robstep Nordic AB. The retail price for a Robin-M1 in Sweden is 30 000 - 35 000 SEK including VAT. The price depends on the accessories bought with the Robin-M1.

Through purchase the product becomes the property of the client. The property is then considered a fixed asset on the client’s balance sheet and subject to depreciation.

Instalments are similar to purchasing the Robin-M1. By paying instalments the client pays for the product regularly and does not obtain ownership until the full amount of the contract is paid. The payment schedule can be spread between 6 and 12 months, for example.

Robstep Nordic AB can require an initial down payment from the client. Purchasing goods in this manner is a tactic commonly employed by businesses in order to enhance the appearance of earnings metrics; it may be possible to keep the debt used to pay for the assets and the asset itself off the balance sheet, resulting in higher operational and return-on-asset figures.

7.3 LEASING Leasing is an agreement in which one party gains a long-term rental agreement, and the other party receives a form of secured long-term debt. The lessee gains a long-term contract for the use of an asset, and the lessor is assured of regular payments for a specified number of years. Typically a leasing period lasts for 3 years. This is the time during which the product is seen to have reached the end of its life cycle. After this the product is returned to the lessor or the lessee can acquire it for its residual value.

PURCHASE

INSTALMENT

LEASING

Property of the client Fixed asset Subject to depreciation Additional service contract available

Property of the client after instalments are paid Liability Higher operational and ROA ďŹ gures Additional service contract available

Long-term rental agreement Operational lease - Rental expense Capital lease - Fixed asset Indoor and outdoor leasing plans

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7. SALES OPTIONS

As companies have different needs and the use of the Robin-M1 is likely to differ from business to business, two different leasing offerings are suggested: indoor and outdoor.

Both the indoor leasing and outdoor plans include any maintenance work performed due to a malfunction of Robin-M1. The cost of repair for any self-inflicted damage by the client is not included in the price. Any replacement or spare parts are to be paid on the customer’s behalf. Both plans also include continuous telephone and/or e-mail support for questions and troubleshooting. For the indoor leasing plan, a 5000-km or annual check is included, and for the outdoor leasing plan a 3000-km or annual check is included.

OPERATIONAL LEASE VS. CAPITAL LEASE

An operational lease is a lease contract allowing the use of an asset, but does not convey rights similar to ownership of the asset. An operating lease is accounted for as a rental expense.

Capital lease is considered to have the economic characteristics of asset ownership. A capital lease would be considered a purchased asset for accounting purposes. The choice of lease classification will have important effects on a company’s financial statements.

7.4 RENTAL Due to the type of contract between Robstep Nordic AB and Robstep Robot Co. Ltd, renting the Robin-M1 is not the main activity to pursue over the first years, but instead emphasis should be put on sales and leasing.

To fully make use of the potential of the products, rental can be taken on after the first leasing periods end and the products have been returned to Robstep Nordic AB.

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7. SALES OPTIONS

7.5 VOLUME DISCOUNT Volume discounts are financial incentives for individuals or businesses purchasing goods in multiple units or in large quantities. The seller or manufacturer rewards those buying in bulk by providing a reduced price for each good or group of goods. Volume discounts allow businesses to purchase additional inventory at a reduced cost, and allow sellers or manufacturers to reduce inventory by selling more units to incentivized buyers. A specific discount is applied to X number of units. The discount increases as the number of units increases.

7.6 CASH DISCOUNT Cash discount is an incentive which a seller offers to a buyer in return for paying an invoice owed before the scheduled due date. The seller usually reduces the amount owed by the buyer by a small percentage or a set amount. Cash discounts improve the business’ cash conversion cycle. An example of a cash discount would be if the seller offered a 2 % discount on an invoice due in 30 days if the buyer were to pay within the first 10 days of receiving the invoice.

7.7 ADDITIONAL SERVICES AND SALES In addition to sales and leasing of the Robin-M1, an important part of business for Robstep Nordic AB is the maintenance and service of the stand wheelers. Selling spare parts and accessories yield more profit and are a supplement to the business.

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7. SALES OPTIONS 7.8 SERVICE CONTRACTS Due to the novelty of the Robin-M1, there is currently no long-term user experience of the product and Robstep Robot Co. Ltd in China has not been able to confirm whether annual service for Robin-M1 is required. Also the composition and configuration of the Robin-M1 is still unclear and the type of service it possibly needs is under further study.

Whether Robstep Nordic AB are able to service the products themselves or hiring and external professional with a licence for authorised service is needed, is yet to be known.

For insurance and work safety reasons, businesses are often required to service their belongings annually. To better cater to the needs of businesses purchasing a Robin-M1,

WITH SERVICE CONTRACT Free telephone support Service personnel within 24 hours Replacement Robin-M1 within 48 hours Annual check / 3000 or 5000 km check Service work included Charged for spare parts

two service contract plans, for both indoor and outdoor use, were designed for additional value.

The service contract acts as an additional security for the customer and has many advantages compared to purchasing the Robin-M1 without it. The pricing of the service contracts should be appealing to the customer when compared to a normal annual service or repair. As the service contracts are a

WITHOUT SERVICE CONTRACT Charged for telephone support Service personnel within 48 hours Replacement Robin-M1 for an additional cost Annual check for an additional cost Service work and transportation not included Charged for spare parts

secured income for Robstep Nordic AB, it is preferable to have customers paying a smaller margin than not having their products serviced at all.

Companies could agree on the service contract with Robstep Nordic AB at a later stage after the purchase of the Robin-M1, but in this case the product should be checked beforehand to avoid any unforeseen faults emerging after the contract has been made.

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7. SALES OPTIONS

INDOOR

The indoor service contract is designed for businesses using the Robin-M1 indoors in their own premises. The recommended length of the service contract is 3 years. The contract includes continuous telephone and/or e-mail support for questions and troubleshooting. A service check for indoor use is done every 5000 kilometres or annually, depending on the activity of use.

If the product needs repair due to a malfunction, service is provided within 24 hours of reporting a fault. Any replacement or spare parts are to be paid on the customer’s behalf, as well as any maintenance work. If the product needs to be taken from the customer for a more extensive repair, a replacement Robin-M1 will be provided to the customer within 24 hours after the product was taken for repair. Depending on the location of the customers premises it would therefore take a maximum of 48 hours for the customer to receive a replacement vehicle for the duration of the repair.

OUTDOOR

The outdoor service contract is built on the same basis as the indoor contract with a recommended length of 3 years. The outdoor contract involves both outdoor and indoor use of the Robin-M1. However, as it can be expected that the product is more likely to suffer from terrain and extreme conditions outdoors, a check is done every 3000 kilometres or annually depending on the activity of use.

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7. SALES OPTIONS LIGHTS

HOOK

7.9 ACCESSORIES Selling accessories in addition to the Robin-M1 is an important part of the package provided to businesses and in many cases accessories will be needed for better performance within specific business areas. Below is a listing and description of accessories that has been gathered when considering different business performance areas of the Robin-M1. Some of the accessories are already manufactured by Robstep Robot Co. Ltd and can be installed on the Robin-M1 in the assembly phase.

A piece of (most likely) curved metal bent back at an angle to catch hold of or hanging things on. A hook is most likely to be useful in any case when transportation of light packages is needed. The hook can be attached to the front of the steering mechanism.

TRAY

A tray remaining stationary could be attached either to the steering mechanism or to the side.

Trays could be used for example in hospitals or holiday resorts to serve meals or refreshments.

Especially with outdoor use, both front and rear lighting is important for both better visibility for the person riding the Robin-M1 as well as being visible to others nearby. As the Robin-M1 is classified as a bicycle according to the Swedish legislation, lighting is mandatory equipment stipulated by law. The lighting can be removable, in which case it would most likely be using an external power source of its own. For more official use, such as security patrolling or the police, lighting must be appropriate and according to necessary requirements to be recognisable. In the case of fixed lighting, an external power source can also be used. However, the possibility of providing energy through the battery as the power source of the Robin-M1 should be looked into and can possibly be utilised in the future.

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7. SALES OPTIONS

SIDE BAGS AND CONTAINERS / BASKET

To draw attention, a bell can be used in similar ways as for bicycles. For outdoor use, a bell is also mandatory equipment.

Side bags or side containers can be attached near to the tires of Robin-M1 to carry heavier and larger loads. In addition to lockable side containers an open basket could also be attached on the sides.

SKINS/TAPES

TROLLEY

Removable self-adhesive skins and tapes can be used to customise the Robin-M1 to match a corporate identity and a possibly existing fleet of other vehicles. Skins and taping can also be used for marketing purposes for promoting companies, brands or products.

Instead of installing a hook in the steering mechanism, a hook could also be attached to the rear of the Robin-M1. This would allow a light trolley to be attached and drawn behind.

A trolley could be used for transporting heavier loads for example in storages.

BELL

UMBRELLA HOLDER

The Robin-M1 works also in rainy conditions, however, the riding might be difficult if the driver is soaked in water. As an option for wearing waterproof clothing, an umbrella holder could be installed on the steering mechanism to prevent excess water on the driver during short journeys.

HANGER HOLDER

A T-shaped bar to carry clothes hangers.

Transporting clothing for the needs of the clothing industry, dry cleaning, etc.

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8. SERVICE BLUEPRINT “Service blueprints are a way to specify and detail each individual aspect of a service.

Service blueprints are able to show the process that lie behind critical service elements around which user experience is defined.” (Stickdorn & Schneider, 2010) This tool is used to get a clear understanding of every step of the service.

PHYSICAL EVIDENCE

USER ACTION

Marketing material

Repaired Robin-M1

Robin-M1 Call / E-mail

Sales meeting

Contract

Call

Substitute Robin-M1

Service / maintenance

Call / E-mail

User’s manual

Call

Robstep Nordic AB sales person contacts company

Takes decision to meet Robstep Nordic AB

Company finds out about Robin-M1

Company contacts Robstep Nordic AB

Sales person meets the company

Contract is signed

Receipt

Call

Robstep Nordic AB contacts client Usage

After sales contact

Training

LS

Client contacts Robstep Nordic AB Robin-M1 has a malfunction

Annual maintenance

Money (from sold Robin-M1)

Repair / maintain on site

LS

Maintenance

Repair in Get substitute repair shop Robin-M1

E-mail / phone support troubeshooting

Contract ends

Get Robin-M1 back

Usage

After sales contact

Replace Robin-M1

New contract

Confirmation

New Robin-M1

Robin-M1 is delivered Decision is made

Receipt

Repaired Robin-M1

P

LS

Give back Robin-M1 PL Give back Robin-M1 P Sell on 2nd hand market P

LS Client wants to dispose of Robin-M1 P

Renew contract

LS

LINE OF INTERACTION

FRONT STAGE

Website

Sales pitch Contract signing

Contact company Marketing material

Transport & deliver Robin-M1

After sales contact

Take to repair shop

Contact client

Training / manual

Accessories

Repair / maintain on site

Support client

Go to company LS

Deliver Return substitute Robin-M1 Robin-M1

Collect substitute Robin-M1

After sales contact

Deliver new Robin-M1

Approach client for renewal of contract

Pick up Robin-M1

Store Robin-M1

Provide with new contract

LS

LINE OF VISIBILITY

BACK STAGE LINE OF INTERNAL INTERACTION

SUPPORT PROCESSES

Create website and marketing material

Plan the logistics Prepare pitch & sales material

Get to the meeting

Prepare contract

Find companies to approach

Order Robin-M1 from China

Develop sales / pricing strategy

Develop marketing strategy Design website & marketing appearance P For purchase L For leasing S For service contract

Develop contract types / legal aspects

Possible events

Specify legal aspects

Prepare training & user’s manual

Be prepared for customer issues Be ready for support

Prepare after sales

Check maintenance records

Be ready for support

Send substitute Robin-M1 Have spare parts in stock

Set up customer database

Send service personnel to company

Recruit service personnel

Provide transport or spare parts

Keep track of contracts

Prepare after sales

Provide required information

Provide transportation of Robin-M1

Prepare storage

Prepare 2nd hand sale strategy Prepare contract renewal strategy

Prepare new contract

Specify legal aspects

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8. SERVICE BLUEPRINT

The blueprint is divided into five parts; physical evidence, user action, frontstage, backstage and support processes. The first stage, physical evidence, describes the concrete material that is included in the service, like the marketing material or the contract for signing. The second stage, user action, includes the steps that the user/client will go through during the service. The frontstage-step describes the actions that are visible for the users, like the sales pitch.

This, in contrast to the backstage-step which represents the necessary actions that are not directly visible to the customers, for example preparing the sales pitch. Beneath are the support processes, which include the background work that needs to be done in order for the service to work. These actions are never visible to the user and can be exemplified with developing a marketing plan for the service.

The line of interaction illustrates the touch points between the service provider and the customer, whereas the line of visibility explains the border between the frontstage employees and the backstage employees and the actions invisible to the customer. The backstage and support processes are divided by the internal interaction line. (Stickdorn & Schneider, 2010)

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8. SERVICE BLUEPRINT Marketing material Call / E-mail

Sales meeting

Contract

Call

Robstep Nordic AB sales person contacts company

Takes decision to meet Robstep Nordic AB

Company ďŹ nds out about Robin-M1

Company contacts Robstep Nordic AB

Website

Sales person meets the company

Decision is made

Sales pitch Contract signing

Contact company Marketing material

Create website and marketing material

Accessories

Prepare pitch & sales material

Get to the meeting

Prepare contract

Find companies to approach

Order Robin-M1 from China

Develop sales / pricing strategy

Develop marketing strategy Design website & marketing appearance

Contract is signed

Develop contract types / legal aspects

In the first section, the sales procedure is mapped out. These steps describe the actions from the initial contact with a prospective client to when the contract has been signed.

Specify legal aspects

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8. SERVICE BLUEPRINT Robin-M1 Call User’s manual

Robin-M1 is delivered Usage

After sales contact

Training

Transport & deliver Robin-M1

After sales contact

Training / manual

Plan the logistics

Prepare training & user’s manual

Be ready for support

Prepare after sales

The second section includes Robin-M1 being delivered, the client using it, and a follow up after sales contact. Although the usage is a large part of the product life cycle for the client, this step does not particularly affect Robstep Nordic AB, and is therefore a small part of the service blueprint.

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8. SERVICE BLUEPRINT Repaired Robin-M1 Substitute Robin-M1

Service / maintenance

Call / E-mail

Repaired Robin-M1

Receipt

New Robin-M1

Robstep Nordic AB contacts client

LS

Client contacts Robstep Nordic AB Robin-M1 has a malfunction

Annual maintenance

Repair / maintain on site

LS

Maintenance

Repair in Get substitute repair shop Robin-M1

E-mail / phone support troubeshooting

Repair / maintain on site Take to repair shop

Go to company LS

Be prepared for customer issues Check maintenance records

Deliver Return substitute Robin-M1 Robin-M1

Collect substitute Robin-M1

Deliver new Robin-M1

Send service personnel to company

Be ready for support

Send substitute Robin-M1 Have spare parts in stock

Set up customer database

Usage

Replace Robin-M1

Support client Contact client

Get Robin-M1 back

Provide transport or spare parts

Keep track of contracts

The third section describes what happens when Robin-M1 needs maintenance or repair, including all possible options, until the client is using their product normally again.

Recruit service personnel

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8. SERVICE BLUEPRINT Receipt Call

Money (from sold Robin-M1)

Contract ends After sales contact

After sales contact

New contract

ConďŹ rmation

P

LS

Give back Robin-M1 LS

Client wants to dispose of Robin-M1 P

Approach client for renewal of contract

PL Give back Robin-M1 P Sell on 2nd hand market P

Pick up Robin-M1

Store Robin-M1

Renew contract

LS

Provide with new contract

LS

Prepare after sales

Provide required information

Provide transportation of Robin-M1

Prepare storage

Prepare 2nd hand sale strategy Prepare contract renewal strategy

Prepare new contract

The fourth and last section includes a second after sales contact, and what happens when a contract ends or a client is no longer using Robin-M1. It also describes the actions behind a renewed contract.

Specify legal aspects

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9. CUSTOMER JOURNEY “A customer journey map provides a vivid, but structured visualisation of a service user’s experience. The touchpoints where users interact with the service are often used in order to construct a journey – an engaging story based upon their experiences. The overview map provides the identification of both problem areas and opportunities for innovation, whilst focusing on specific touchpoints allows the service experience to be broken down into individual stages for further analysis.” (Stickdorn & Schneider, 2010)

Two independent customer journeys are illustrated below, showing the service from two potential customers’ points of view. It has to be kept in mind that these customer journeys are illustrative and not proven usage actions.

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9. CUSTOMER JOURNEY Fine-tuning contract

Robstep Nordic AB contacts Volvo AB

Initial meeting

Internal discussions at Volvo AB

YES!

Contract signing

Delivery and training

Ongoing discussion

Service personnel arrives

Volvo AB gets a replacement Robin-M1

Volvo AB contacts Robstep Nordic AB telephone support

Volvo AB receives repaired Robin-M1

Robin-M1 has a malfunction

Volvo AB uses Robin-M1

Volvo AB uses Robin-M1

Yearly check and maintenance

After sales contact

Robin-M1 reaches end of life cycle

Volvo AB uses Robin-M1

Volvo AB returns Robin-M1

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9. CUSTOMER JOURNEY Fine-tuning contract Liseberg AB tries out Robin-M1 at TUR-m채ssan

Liseberg AB stores Robin-M1 until the summer

After sales contact

Liseberg AB contacts Robstep Nordic AB

Liseberg AB tries Robin-M1 at the Christmas market

Meeting to purchase more Robin-M1

Initial meeting

Internal discussions within Liseberg AB

Contract signing

YES! On-going discussion

Liseberg AB stores Robin-M1 until the winter

Annual maintenance of the already purchased Robin-M1

Liseberg AB returns Robin-M1

After sales contact

New contract signing

Contract ends

Liseberg AB tries Robin-M1 at several positions

Delivery and training

Delivery and training

Liseberg AB uses Robin-M1

Storing

Storing and changing skins

Maintenance and changing skins

Liseberg AB uses Robin-M1

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10. BRANDING At a market with already existing similar products, it is important to differentiate from the competitors and offer the customers an added value. This chapter describes the importance of branding and more specific branding suggestions for Robstep Nordic AB.

Why do marketing surveys show that people prefer Diet Pepsi prior to Diet Coke when they do not see the brand, but the other way around when the labels are visible? The answer lies within brands and is an increasingly important part of doing business today. This can be partly derived from the fact that the overall competition in markets is getting tougher. It is no longer enough to sell just a product when there are several equal substitutes for the customer to choose from. The brand needs to differ from the competitors to be unique.

Most marketers in Great Britain define brands as product + package + added value. Implying that the actual product is only one third of why customers choose a product. The package means not only the protecting shell around the product, but also the service of a product that is included in the buy. The added value is the associations that customers have towards the brand that makes them see the brand in a certain way.

A strong brand needs to have a strong and clear identity. This should be the core of the brand and embedded in everything the company does, everything from the product design to marketing to business culture.

The core identity needs to be deeply established in the business in order for it to truly fit its purpose. To be able to build and keep a strong brand, it is important to be consistent in the image the brand transmits, both to the customers and the employees. The identity should therefore send the same messages as the company vision and the core values to avoid confused customer associations to the brand. If the image is not clear throughout the customer experience, there is a high risk that the company will end up with confused and unsatisfied customers. In other words, the brand should not give promises that they cannot live up to. (M책rtensson, 2009)

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10. BRANDING As for any start-up company trying to market a new product, Robstep Nordic AB needs to address these issues in order to create a successful brand. To begin with, when selling the Robin-M1 it is important that Robstep Nordic AB are very aware of the qualities of the product to avoid giving misleading expectations. Some companies assume or make up attractive qualities to be able to sell as much as possible. Naturally this is not recommended and it will backfire on the company in the long run. This is especially important when it comes to selling services where the long-term relationships with the customers are vital. Putting some serious consideration into why this product is better than others and build the selling arguments on that is a much more sustainable solution.

Therefore, before promoting the Robin-M1, for example, as an environmentally friendly means of transportation, Robstep Nordic AB needs to have strong arguments to back up that statement. Consequently it is vital to know what the Robin-M1 is replacing. If it is replacing walking or bicycling, the Robin-M1 cannot by any means be seen as environmentally friendly. However, if the customers will use the Robin-M1 as a replacement to cars, it will most certainly be more environmentally friendly. Also, even if it is promoted as environmentally friendly in China, that does not mean that such a promise would work for the Swedish market. The population attitudes, culture and behaviour differ to a large extent between the two markets and this needs to be considered.

In a workshop with Robstep Nordic AB and the project group on 15 May 2012, one suggested value proposition with the Robin-M1 was that it will “enhance your lifestyle” and “enhance life quality”. If this value proposition would be promoted it needs to be more closely defined. What lifestyle is it that the Robin-M1 transmits / should transmit? For who would this lifestyle be appealing? In what way does it improve the life quality? Two other value propositions that came up during the workshop were “time efficiency” and “customisable design”. These two are relatively clear and understandable on their own and is thus less risky to promote when it comes to the features of Robin-M1.

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10. BRANDING Another important topic that the project group recommends Robstep Nordic AB to look into is the naming issue. As for today, there is no commonly known name for this stand wheeler. Insights show that the best and fastest way to explain to people what the Robin-M1 is, is to mention the market leader Segway® PT. This is however not a recommended solution for the problem and the project groups sees it as an inappropriate short-term solution.

First of all, Segway® PT is a registered trademark, which means that a competitor such as Robstep Nordic AB have very limited possibilities to legally use their name in any combination with the Robin-M1 (Segway Inc., 2012). Doing so can lead to legal proceedings, which would not benefit a small company like Robstep Nordic AB.

Secondly, a continuous use of the Segway® PT name connected to the Robin-M1 is likely to be more beneficial to Segway® PT than Robin-M1. This frequent use of the Segway® PT will rather enhance the Segway® PT as the market leader and develop their brand awareness even further. Thirdly, due to the fact that neither Robstep Nordic AB nor the project group currently have seen or tried the Robin-M1 and consequently do not know how well it can be compared to the Segway® PT, it is advisable to decrease the connection between the two vehicles and promote the Robin-M1 as a clearly separate vehicle and brand.

The project group therefore recommends Robstep Nordic AB to stop using the name Segway® PT, and instead use a new more appropriate overall term like the “stand wheeler”.

In conclusion, when promoting the Robin-M1 on the Swedish market it is important to differentiate from the other similar products on the market (primarily Segway® PT). The Robin-M1 needs to have a thought-through, clear and specific identity that makes it attractive for the clients, compared to its competitors. The recommendations above are suggested by the project group and could be a way to increase the chances for a successful future for the Robin-M1.

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11. MARKETING When launching a product on a new market the first impression is always vital. Therefore the marketing part will be of most importance in the introduction phase of the Robin-M1. This chapter includes marketing suggestions recommended by the project group.

The project group suggests direct selling and a push strategy for Robin-M1 as a preliminary sales method due to the novelty of the product. This means that Robstep Nordic AB will primarily sell it directly to the client. A sales person will approach the appropriate companies and explain why and how they would benefit from having the Robin-M1 in their business, and in that way “push� the product to the customer. This is where the main share of the selling takes part.

The project groups’ recommendations to Robstep Nordic AB is to pick out the pictures wisely and be very careful when copying pictures from the Chinese promotion material.

This is, again, due to the cultural differences between the countries that can have a big effect on the Robin-M1 image and sales.

Further on, it is recommended to promote the vehicle at fairs and exhibitions where many potential customers will be visiting. To make this way of selling successful, Robstep Nordic AB needs to have a proper brochure to hand out to visitors. The brochure should include not only technical specifications about the Robin-M1 but also illustrations and pictures that promote the product in the best way possible.

Another marketing proposition is to use product placement of Robin-M1. If used in a correct way it could be equally beneficial for both Robstep Nordic AB and the collaboration company. Although, when using product placement it is crucial to consider what type of media would be appropriate for the product and what image that would transmit to the public.

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12. FURTHER SUGGESTIONS In this report the project group has focused on the business-to-business market as the most suitable approach for Robstep Nordic AB to enter the Swedish market. This chapter describes further suggestions for possible business opportunities in the future.

Firstly, due to the insights gained from research of electric vehicles, their usage and market potential, the project group believes that the business-to-consumer market is too immature to focus on at this point due to the unawareness and high price of the products.

Stand wheelers need to have a purpose and meaning in the consumer market or otherwise they will only be considered as toys. Increased competition is likely to press prices down providing more consumers the opportunity to purchase a stand wheeler.

If the Robin-M1 would be successful and widely used among private consumers, a development of further charging infrastructure could be an opportunity. This is however dependent on the development of the rapid charging stations which are currently too expensive as well as unsuitable for the stand wheelers. Today people charge their electric vehicles at home or at work, due to the long charging time and the lack of other convenient charging alternatives. However, if the prices for the rapid charging stations would go down and the stand wheeler would be developed to be compatible for them, it would mean a possibility for consumers to charge their stand wheeler in a short amount of time, which could create a need for charging stations around the cities.

Secondly, if Robstep Nordic AB would be leasing the Robin-M1 they will be returned after the expiration of the contract, leaving Robstep Nordic AB with used Robin-M1 that could not be sold as new. One way of solving this matter is to offer a rental service in which the used Robin-M1 could be rented for short periods instead. Another possibility is to sell the returned vehicles to private consumers or businesses for a discounted price.

Further on it would be a good proposition to find strategic collaboration partners for distribution and retailing of the Robin-M1 that could increase the selling of the vehicle.

Appropriate examples would be bicycle shops and car dealerships and other shops that sell technical equipment and vehicles. This would be combined with approaching the businessto-consumer market.

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13. FINAL WORDS

The electric vehicle market in Sweden has shown growth in the last years and the interest in electrical transportation is increasing in various areas. New technologies and approaches have been presented by the manufacturers as well as different governmental and public institutions implying that a demand exists and is growing. However, the market is still in emergence and there is potential for new entrants.

Robstep Nordic AB is entering the Swedish market at a very interesting point of time and has the possibility to contribute to the shaping of it extensively with their product Robin-M1.

There are many market openings and uncovered business opportunities which can be used as advantages for the company.

Nevertheless, still developing markets also require a very thought-through approach.

Therefore, Robstep Nordic AB has to be careful and thorough in their strategy, and taking deliberate actions will most likely lead to a successful future.

The project has been a very interesting and inspiring learning opportunity for the group.

This work would have not been able to take place without various contributors. Therefore, the group would like to thank the project tutor Staffan Weigel, Robstep Nordic AB, the interviewees and other participants, who have made this project possible, for their support and help during the process.

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REFERENCES

Björklund, Maths (2012). Client meeting 15 May. HDK, Gothenburg.

Department for Transport (2011). Making the Connection - The Plug-In Vehicle Infrastructure Strategy. Office for Low Emission Vehicles.

Electric Transportation Engineering Corporation (2009). Electric Vehicle Charging Infrastructure Deployment Guidelines British Columbia. British Columbia Hydro and Power.

EVUE - Electric Vehicles in Urban Europe (2011). EVUE Expert Seminar London.

URBACT, European Programme for Sustainable Urban Development.

Mårtensson, Rita (2009).

Marknadskommunikation. Studentlitteratur AB. Third edition.

Robstep Robot Co. Ltd, (2012A). Robin-M1 Product structure. Accessed: 3 April 2012.

Available at: <http://www.robstep.com/en /ram.php>

Robstep Robot Co. Ltd, (2012B). Product brochure.

Segway Inc. (2012). Trademark Use Guidelines. Accessed: 20 May 2012. Available at: <http://www.segway.com/about-segway /media-center/trademark.php> Stickdorn, Marc and Schneider, Jakob. (2010).

This is Service Design Thinking. BIS Publishers. Åsenlöf, Thomas (2012). Interview with Gothenburg police. See appendix A.

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APPENDIX

APPENDIX A – INTERVIEWS APPENDIX B - QUESTIONNAIRE

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INTERVIEWS

SPORTSON VASASTAN, ISIDOR JOHANSSON, STORE MANAGER, FACE-TO-FACE INTERVIEW, 13 APRIL 2012

Does Sportson sell electric bicycles?

Yes. There are around five different models in the shop, and 12 available online. E-bikes have been available at Sportson for three years.

How many electric bicycles do you sell a year?

Three to five bikes annually, with a total sales of 1100 bikes.

What kind of people buy electric bicycles?

No specific age group, but mostly from 30 and upwards. Mainly elderly and indolent people.

How is the maintenance and service arranged?

Sportson takes care of maintenance and repair of bikes in house. An e-bike needs more maintenance than a regular bike. The battery can take up to 700-800 load cycles, the bike is likely to break before the battery does.

ECO-RIDE GÖTEBORG, CHRISTOFFER RÖNNMARK, STORE MANAGER, FACE-TO-FACE INTERVIEW, 13 APRIL 2012

Do you sell electric bicycles?

Yes. Ecoride is a shop specialised in e-bikes.

The only one in Gothenburg, but there are other shops in Stockholm, Malmö and Norway, and an online shop. In total, there are 30 retailers around Sweden. Ecoride has existed for five years and the shop in Gothenburg opened years years ago.

How many electric bicycles do you sell a year?

Since the start in Sweden around 3000 bikes have been sold.

What kind of people buy electric bicycles?

Young parents, elderly, commuters traveling a longer distance to work.

How is the maintenance and service arranged?

Ecoride has connections with repairs shops and they do minor maintenance. According to Christoffer, e-bikes do not need any annual maintenance. The bike is more likely to need repair than the battery.

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INTERVIEWS GÖTEBORG ENERGI, FREDRIK PERSSON, PROJECT MANAGER, FACE-TO-FACE INTERVIEW, 17 APRIL 2012

Göteborg’s Energi has a vision for developing a smart electric grid, including several different fields, such as large scale use of electric vehicles, micro-production of electricity (from solar cells from the people for example), energy storage to even out irregularities in for example wind power (tryout site in Falbygden), interaction with the customers (visualizing energy consumption directly for example) and renewable energy sources.

As a part of fulfilling this vision, Göteborg Energi works with several projects related to the electric vehicle industry. The main focus is on electric cars and heavy vehicles, such as buses. Only a small part of their business is focusing on smaller vehicles.

However, they do believe that EPVs could be replacing cars for shorter trips, and are not foreign to aid people in projects related to smaller electric vehicles, for example by providing the charging stations. They are looking into five areas in particular, where charging is needed: The user lives in an apartment building The user can only charge at work The user lives in a villa Charging at a friend’s place Customer parking lots Göteborg Energi have developed their own charging pole as a tryout, to get the business going. They have also installed the first commercial charging car park area for electric cars in Kålltorp. The parking area has 25 charging stations with local green energy and a

service telephone line. There is a meter inside each charging pole, to measure the use of it and get statistics As the information about whether a charging station is occupied or not is already available, Göteborg Energi have plans on developing a smartphone application for private users where they can see the nearest vacant station. The future use of the car park is unclear, but there are discussions held with car pool companies, as the private need is not filling the car park.

Göteborg Energi offers a concept where they deliver charging poles, offer service on them and provide only local green energy through them. The charging station is about 15 000 SEK to install and get ready to go, and there is an 25% governmental aid on the installation.

Göteborg Energi aim at setting up 250 charging poles by the end of 2013.

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INTERVIEWS Furthermore, Göteborg Energi have installed two rapid charging station for cars in Göteborg. A rapid charging station provides 50 kW and charge the battery fully in 20 minutes, as opposed to the normal charging station, which provides 3 kW and 8 hours charging time. However, the installation cost is a lot higher and rapid station doesn't fit all cars, as the sockets are different.

Another project is a tryout rapid charge station for buses on line 60 between Masthugget and Redbergsplatsen in Göteborg. The buses will be run on a combination of electricity and diesel, where electricity will be used in the inner city, and diesel in the outskirts and on hills for example. The switch between the fuels is automatic (controlled by GPS for example), and the bus driver doesn't have to do anything.

The buses will be charging for five minutes each time it reaches the end of the line.

Electric buses are more silent, and the noise is a problem for Västtrafik (running the bus line), as people living along the main roads are complaining. Also, local areas where the traffic is heavy is in more "need" of getting electric vehicles to improve the surrounding environment.

ELVIIS (ELectric Vehicle Intelligent Infra Structure) is another project, run by Ericsson, Viktoriainstitutet, Volvo Cars and Göteborg Energi. Among other things, ELVIIS is working with systems for charging electric vehicles when the user is not at home. For example, if the user is at a friend’s place, they can still charge the car, and the bill for the electricity will be added to their own bill, and not to the friend’s. They are also working with systems for choosing what time the car will be charged. If the car is plugged in for twelve hours, not all hours will be needed to charge the battery full, and the system can then make

sure that the charging is done at times avoiding the electricity usage peaks.

Göteborg Energi are also looking into the development of inductive or conductive charging. As a part of this, they are involved in a project with Gatubolaget and Vattenfall on a inductive parking lot. Apart from that, they do not have much co-operation with Göteborg Stad. However, they would like to see a closer co-operation, and planning together. They are missing the big picture - an overall plan for electric vehicles in the Gothenburg area.

In the first months of 2012, Göteborg Energi did an internal evaluation of Volvo C30 Electric, to try the electric vehicles and the existing infrastructure around them. 20 employees and 10 “outsiders” used the cars for 3-6 weeks. They were interviewed before and after, and got to do an evaluation afterwards.

The evaluation gave very positive results, and

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INTERVIEWS most users did not want to return the car after the testing period was over.

In addition to letting their own employees use the car, they also have close relationships with their customers that are interested in the electric vehicle field. People often call them with comments and suggestions, and Göteborg Energi takes advantage of that. One customer called up and complained about an error at a charging station. Göteborg Energi then gave him an electric car for one week, to try out for free. In return, they asked him to make a report about his experience. The customer went from upset to very happy, and delivered a detailed report by the end of the week, where he has tested all the charging stations in Gothenburg, and taken notes of errors or inconveniences. This way, the customer was happy, and Göteborg Energi got an evaluation of all existing charging stations.

Through their user tests, Göteborg Energi have found out that people normally don't empty the battery completely before they charge, but rather charge it a little bit every time it is parked for a longer time, for example at home or at work. A shift in user behavior is needed, to get out of the habit of quickly filling the tank at a gas station, and instead charge whenever there is a possibility to do so, even if it doesn’t charge the battery completely.

Fredrik Persson believes that in ten years, there could be a lot of electric driven vehicles in Gothenburg, so Göteborg Energi are preparing themselves for the infrastructure that is needed in the future. As they don't know what the future industry looks like, they are preparing for a wide range of opportunities.

Right now, the main focus is on pool systems (like car pools) for electric vehicles. Carpools are good from an awareness point of view, as people get to try the car without buying it. A

common reaction when first trying an electric car is "Ah, it's just like a normal car!"

Payment for charging electric vehicles in the future is a difficult question. As trips will be longer, the car will be changing electricity provider along the way. On electric roads for example, the grid might change up to 10 times.

Göteborg Energi is working on the infrastructure around this, and says that it might be working in a similar way to using your mobile abroad. Today, most of the charging stations are for free for the end consumer.

Göteborg Energi doesn't give away energy, but the company that ordered the charging pole, like a shopping centre for example, pays Göteborg Energi and then give the electricity away to their customers. The business model behind this is important to Göteborg Energi.

They are currently trying out different models to see how it works in their own systems and to prepare for the future, when the need and use of electric vehicles will be larger.

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INTERVIEWS GÖRAN SJÖDÉN REHAB SHOP, GISELA WARGKLEV, SALES, FACE-TO-FACE INTERVIEW, 17 APRIL 2012

Who are your most common customers?

Our customers are mainly people who have a decreased movability or some sort of other disability. Nowadays, when people become disabled in some way they want and demand to still be able to be active and be able to do the same things that they were able to do before.

They still want to be an equal part of activities, such as take walks with the dog for example.

What is the difference between the vehicles you sell and permobils, for example?

The permobils are for people with even more disability and problems with movability. They need to be adjusted to weight and other different measurements.

The permobils are mostly given to the customers through care centres due to medical conditions. The Rehab Shop wants to have a direct communication with their customers and not through care centres.

Have you seen any trends regarding these electric vehicles lately?

They have seen an increase in the past years for the electrical vehicles and other special furniture and therefore they have expanded their store. Their current campaign for these vehicles has been effective, a lot of people are interested. They also noticed an increased demand for some products after the TV-show “Pensionärsjävlar”.

Are these electric vehicles for outside use only?

They are mainly for outside use but they can also be used inside, in shopping malls for example.

SVENSK ENERGI, HENRIK WINGFORS, ENERGY EFFICIENCY & ELECTRIC VEHICLES PHONE INTERVIEW, 19 APRIL 2012

Are you working with any projects regarding electric vehicles at the moment?

They are working with the infrastructure for the charging of electric vehicles. Mostly for the electrical cars, but it will also work for smaller electrical vehicles like electric scooters. They do not focus on e-bikes and Segways® since they believe that everyone using them is charging them at home. The Swedish government has goals including reduced fossil fuels and this is what they are trying to meet through their work with the charging station infrastructure. They are not working with developing the vehicles as such, but rather developing the infrastructure for the electric charging.

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INTERVIEWS SHANGHAI SIDEWAYS, JONATHAN EBEL, OPERATIONS MANAGER, PHONE INTERVIEW, 21 APRIL 2012

How are electric vehicles used in Shanghai?

For example electric bikes require a license plate in Shanghai and only bikes purchased in Shanghai can get a Shanghai plate. They are not allowed to travel faster than 20 km/hour. It is hard to estimate the number of electric bikes on the streets of Shanghai, but according to Time Magazine in 2009, the number of electric bikes in China was estimated at around 100 million in 2009. There was an estimate of 25 million cars in China during the same year.

How does the usage of electric vehicles in Shanghai differ from the usage in Europe?

Using petrol-powered scooters and small vehicles is not allowed inside the Ring 1 (inner ring road) in Shanghai and therefore electric

scooters and bikes are very popular. Also, even though Shanghai is a wealthy city in Chinese terms, many families use electric bikes or scooters as their main means of transportation because cars are very expensive and roads are very congested. Electric bikes and scooters are much faster because they can shuffle in between the heavy traffic. In China, it is said that non-motorized transportation can account for up to 50% of all trips.

How much does an electric bicycle cost in Shanghai?

The cheapest electric bikes can be as cheap as 350 CNY (around 380 SEK), but they are very heavy and come with a low-quality lead battery with a capacity of around 300 load cycles. With 2500 CNY (around 2700 SEK) you can get a decent bike with a more efficient lithium battery and around 600 load cycles.

How do people charge their electric bicycles and scooters?

People charge their electric bikes and scooters at home or at work. The batteries are easy to remove from the bikes so it is easy to take them out of the bikes while leaving the bikes on the bike racks. Electric scooters often have noisy alarms against theft.

Are there any charging stations for electric bicycles or scooters available in public spaces?

No. Charging is too slow and people do it somewhere else because electricity is rather cheap. Sometimes power cuts emerge, but that does not affect the charging in a large scale.

How are the electric bicycles and scooters maintained and repaired?

People don't really maintain them, but there are cheap repair shops practically in every block so it is not difficult to get them repaired.

They are not authorized repair shops, but people don't really pay attention to things like that over here.

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INTERVIEWS GOTHENBURG POLICE, THOMAS ÅSENLÖF & PER-ÅKE JOHANSSON, POLICE INSPECTORS, BICYCLE PATROL, FACE-TO-FACE INTERVIEW, 23 APRIL 2012

Who is using Segway® PTs at the police?

Initially the bomb squad tried the Segway® PT to test its suitability for their purposes, but they are too heavy for the bomb team’s use.

Currently, the vehicle is not used due to the fact that the police always patrol in pairs of two and they only have one available. The police is interested and have been looking into acquiring more Segway® PTs for street patrolling usage. However, the funding is an issue and the bureaucracy has slowed the process, especially since it is very expensive (140 000 SEK for two). The police also need extra equipment and accessories for official usage.

Why did you choose Segway®?

It is an ease vehicle to work with: the turning radius is small, it turns on the spot, the officer gets additional height standing on top it, it is easy to maneuver and convenient to use.

People-friendly; it is not intimidating to people and it is easy to work with in crowds. Segway® PT accelerates fast and has a high speed. It is a quality product and has an excellent driving feeling and stability of it is its own kind that other manufacturers have not yet managed to deliver. Compared to a bicycle Segway® PT works different in crowds.

How long have the Segway® PTs been in use?

Benefits /disadvantages?

The vehicle has been around since 2006 and there is currently only one. Parking it is an issue

and you cannot lock it into anything. There is an alarm in case of theft and when the power is turned off, you cannot drag it with you as the wheels don’t turn.

How do you charge the Segway® PT? It is charged in the police premises. As it has not been used that much, issues with maintenance have not really been a problem so far.

Is it possible to use them over winter?

The police has not yet tried it over the winter, but Thomas felt a bit sceptical when it comes to using it in cold temperatures. The battery capacity over winter time is yet unknown and how the winter will affect the battery life. The police do patrol by bike year round.

54

INTERVIEWS

Has the maximum transportation distance (of 30-40 km) been a problem?

Under perfect conditions, 40 km can be reached, otherwise 30 km is more likely taking the terrain into consideration. The police are planning on testing the range in Slottsskogen.

As the Segway® PT has not been used properly, the range has not yet become as issue, but most likely it will not cause problems.

Is the Segway® PT ergonomic to ride?

There have not been any issues with ergonomics and there have not been any problems with back or legs. If necessary, there are extra rugs for purchase to place on the standing plate to increase ”softness” of standing and absorb shocks from the terrain.

Do you see potential in more areas than just the bomb squad?

Yes. There can be other usage for the Segway® PT when the patrolling police are not using it.

It could also be used as an emergency vehicle.

Who will make the decision of starting to use a Segway® PT? Thomas and a colleague would be running the usage from inside the police making sure that charging and training of usage would work out. Permission to acquire Segway® PTs comes from above (where the money is). The decision to use it came from inside the police (after seeing them in action in San Francisco).

Competitors, price issue?

So far they have tried only one other brand in, which was not good. They tried it at a fair and

it did not (by far) have the same quality and feeling as the Segway® PT. However, the Segway® PT is expensive. The Stockholm police has a leasing contract with Segway Nordic (currently have three in use). A Segway® PT is half the price in the US, but you cannot buy them in the US and import them to Sweden, because they are registered in the US and their maintenance requires different parts that cannot be used in Sweden.

Do you believe in electric vehicles in the future?

Yes. They will most likely increase in numbers.

People will take them to work and use within cities. Also sports events, bigger arenas, security patrolling, boating industry and harbours, and airports will find it beneficial.

Charging infrastructure is likely not needed as people will charge at home or work instead.

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INTERVIEWS

AVENYFÖRENINGEN, MADELEINE WAHLBERG, CENTRE MANAGER, PHONE INTERVIEW, 25 APRIL 2012

How many Segway® PTs do you have and how long have you had them?

One vehicle, purchased in the summer, 2011.

Segway® PT was chosen for the novelty of the vehicle. It was ”Segway or nothing”. When it is really crowded (a few days a year), they borrow an extra vehicle (most likely Segway Nordic or a business in Gothenburg having one).

What is the Segway® PT used for?

It is used for visibility, marketing, and events, to draw attention. Also, when addressing a larger crowd, the person talking is above

everyone else. The Segway® PT is not used for transportation. The members of Avenyföreningen (shopkeeepers, etc.) can use it during events or when needed.

Is the Segway® PT used over winter?

No. Only when it’s not snowing / slippery on the street.

How is the charging and maintenance?

The Segway® PT is charged at the office without any problem. The distance at Avenyn is not an issue for the battery capacity.

Benefits / disadvantages?

The attention drawn from people, that you can drive it on the pavement, and the novelty of the vehicle are beneficial. Parking and putting them aside while not driving is a disadvantage.

Who took the initiative to get a Segway® PT? Avenynföreningen. They wanted it for visibility and marketing purposes.

Has the Segway® PT achieved the goals set up for it?

Definitely. It has drawn much anticipated attention and interest from the public.

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INTERVIEWS

PETTER FORSBERG, ALUMNI AT CHALMERS UNIVERSITY OF TECHNOLOGY E-MAIL INTERVIEW, 28 APRIL 2012

Are you using your self-built Segway® PT-like vehicle today? Why / Why not?

I do not use it today, I built it mostly to see if it was possible. It was a fun challenge and the Segway® PT is an interesting invention since it’s a machine that balances a human. Another reason for me not using it is that I don’t really believe in the Segway® PT as a personal means of transportation, except within niche industries. The reason for that is because it is not a very comfortable transportation. To be standing up with bad shock absorption is quite hard

for the feet and back. It would be more comfortable to sit. In some industries, however, for example within police and surveillance, it is beneficial because you get a good overview over a crowd for example when you patrol. It would also be good places where you transport yourself through corridors or similar, shorter distances, such as at hospitals or airports. Also at golf courses it seems to be succesful.

Your product was produced at a cost of around 3000 SEK, whereas a Segway® PT cost around 70 000 SEK in Sweden today. Why do you think this is?

The reason for my vehicle being so cheap is that I made everything myself, I used cheap components and I don’t have any profit

margins. Segway Inc. probably live off selling their product as a relatively exclusive product that everyone will not be able to afford. Those who buy a Segway® PT don’t seem to use it very much.

How do you see the future development for electric vehicles?

I do think that electric bikes and other electric vehicles have good possibilities to grow in the future, due to the increase of the gasoline prices as well as the traffic cues in densely built-up areas. To be transporting one person to work in a car that weighs half a ton and has the possibility to carry five people is not an energy efficient solution.

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INTERVIEWS CARL-JOHAN RYDĂ&#x2030;N, MACFORUM FACE-TO-FACE INTERVIEW, 10 MAY 2012

What kind of services do you provide for companies (start-ups, existing)?

We provide companies with all necessary IT-equipment such as computers (Macforum is an Apple retailer), software, accessories (printers, speakers, cases, cables, etc.), and support. We tailor packages to companies specific needs. We also do maintenance and repair.

What types of financial options are there for companies?

Companies can either buy or lease the products they need from us. With purchase they can only buy computers or everything that is needed with them. We also install software and can upgrade the computers (e.g. with a

bigger hard drive) and can help with setting up computers at the companyâ&#x20AC;&#x2122;s premises.

When leasing computers, a contract is done for 36 months in most cases. The price of the leasing depends on the extras (software, accessories) and we tailor the packages according to the demand. After the leasing period the companies can either return the products to us or they can purchase them for their residual value, which is approximately 5% of their original price.

How fast is the delivery of the products?

Usually we have everything in stock, so depending on whether there is software to be installed or the computers need hardware upgrades, we can usually deliver within one

week from the order. When there are new computer models on their way, the delivery can be a bit slower as we do not get deliveries from Apple so quickly. The computer models are usually updated every 18-24 months, so this is rarely the case.

What kind of support do you offer your clients?

We can be contacted through e-mail or telephone. We do all repair and maintenance here in our own shop so we do not need to send the computers any further for repairs which means our customers get them back faster. The warranty for the computers and all Apple merchandise is one year. It is also possible to extend the warranty to three years with a special Apple Care package, which is sold separately.

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QUESTIONNAIRE AGE

GENDER

28% UNKNOWN

31% ~20 YRS

3% UNKNOWN

28% E-BIKE

56% MALE

7% ELECTRIC WHEELCHAIR

2% ~60 YRS 5% ~50 YRS 8% ~40 YRS

HAVE YOU USED ANY OF THESE VEHICLES?

41% FEMALE 26% ~30 YRS

56% NO

9% SEGWAY速

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QUESTIONNAIRE DO YOU KNOW WHERE TO BUY THEM?

“I would look for an e-bike in a bike store, and for a Segway online.”

31% ONLY WHERE TO BUY AN E-BIKE

“They are probably sold at sports shops.”

13% ALL AT THE SAME PLACE

11% ONLY WHERE TO BUY AN ELECTRIC WHEELCHAIR

I would buy an e-bike at a bike shop. A bike is more familiar. The others, I don't know where to get.”

“For an electric wheelchair I would go to the municipality. I think it’s a thing you get for free if you need one.”

15% NO

2% YES

SOME ANSWERS

28% WOULD SEARCH FOR INFORMATION ONLINE

“I would look for it online, and look for fun stuff, maybe to rent for a short while.”

“They are all probably sold at the same place.”

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QUESTIONNAIRE WHAT ARE YOUR TWO MOST COMMON MEANS OF TRANSPORTATION?

11% CAR

18% CAR

30% BUS

IF THOSE WERE NOT AVAILABLE, HOW WOULD YOU TRANSPORT YOURSELF? 23% WALKING

6% BUS 5% WALKING 7% BIKE

6% TRAIN 2% TRAM

12% TRAIN 28% TRAM

52% BIKE

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QUESTIONNAIRE WHAT DO YOU CALL THIS?

HAVE YOU SEEN ONE? 16% NO

Segway - 20 Don't remember - 2 Have heard, don't remember - 2 Same as 4 [Robin] but for outdoors - 1 Seen it, don't know the name - 1 I’ve seen it on Solsidan - 1 It’s used by the police - 1 For handicapped - 1 Seen on Solsidan - 1 Those new ones - 1 Don't know - 1 Mono bike - 1 Vägviggen - 1 E-cycle - 1 Seg - 1

© www.segway.se

HOW MUCH WOULD YOU PAY FOR IT? 44% < 10 KKR

84% YES

19% 10 - 15 KKR

WHERE? (A similar) at an airport Around town Abroad, used by the police In Gothenburg At a golf course In the city Car racing track In Varberg Every third month In Turkey In traffic, on a square On the street In the city and the harbour On TV In the summer at Svenska Mässan

11% 15 - 20 KKR

7% > 30 KKR 19% 20 - 30 KKR

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QUESTIONNAIRE WHAT DO YOU CALL THIS?

HAVE YOU SEEN ONE?

Permobil - 17 Don't know - 3 Handicap vehicle - 3 Mobile-something, for handicapped people - 1 For retired and handicapped, modern - 1 For disabled / overweight people - 1 Something for the handicapped - 1 Some sort of electric vehicle - 1 Heard of it, don't remember - 1 Something for old people - 1 Old people wheelchair - 1 Old people vehicle - 1 Old people thing - 1 A driving chair - 1 Fourwheeler - 1 Old-mobile - 1 For elderly - 1 Scooter - 1

18% NO

HOW MUCH WOULD YOU PAY FOR IT? 30% < 10 KKR

82% YES

20% 10 - 15 KKR

WHERE? Driven by old people Around in Sweden In Gothenburg Sometimes on the street Every half a year

Around town On the street In the city In the city City

12% 15 - 20 KKR 30% > 30 KKR

8% 20 - 30 KKR

Š www.arka.se

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QUESTIONNAIRE WHAT DO YOU CALL THIS?

HAVE YOU SEEN ONE?

Bike - 19 E-bike - 6 Bicycle - 3 Bike with an engine - 2 Electric bike - 2 Some sort of electric vehicle - 1 Bicycle with an engine - 1 Environmental bike - 1 Bike with electricity - 1 Bike with a motor - 1 Mid-age storing - 1 Electric bicycle - 1 Electric engine - 1 Bike - electric - 1 Dynamo-bike - 1 Battery bike - 1 Bike el - 1

Š www.ecoride.se

17% NO

HOW MUCH WOULD YOU PAY FOR IT? 59% < 10 KKR

83% YES

WHERE? In Gothenburg Often on the street Around town In varberg On the street Outdoors On TV City

27% 10 - 15 KKR

0% > 30 KKR

5% 15 - 20 KKR 9% 20 - 30 KKR

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QUESTIONNAIRE WHAT DO YOU CALL THIS? Don’t know - 7 Like a Segway - 5 Kind of a Segway - 3 Lawnmower - 3 Cheap Segway - 2 Same as 1 [Segway] but for indoors - 1 Transportation for shopping malls - 1 Some sort of electric vehicle - 1 Going around in stores - 1 Segway for children - 1 More ugly Segway - 1 A modern thing - 1 Vacuum cleaner - 1 Almost Segway - 1 Warehousing - 1 Mini Segway - 1 Kick bike - 1

HAVE YOU SEEN ONE? 96% NO

HOW MUCH WOULD YOU PAY FOR IT? 37% < 10 KKR

4% YES

23% 10 - 15 KKR

23% DON’T KNOW

5% 15 - 20 KKR 7% 20 - 30 KKR

5% > 30 KKR

© Robstep Nordic

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