C Y K L I S T - Curated shopping combined with customization allows customers to find a new or tailor-made used bicycle

Abstract

Introduction. In our daily lives, our brain makes around 20’000 decisions. The broad variety of product offerings often hinders the decision-making process, even overwhelms us. In particular, the bicycle market faces an overdistribution. As a result, CYKLIST, a new business idea was developed based on the Thesis Statement “Curated shopping combined with customization allows customers to find a new or used tailor-made bicycle that satisfies their needs.” Literature Review. To understand the current market opportunity, existing solutions in the bicycle market, as well as other approaches of other industries such as Outfittery, Digitec Galaxus AG, and Revendo, were analysed. Research Method. The approach for proving the Thesis Statement was based on the Design Thinking Process. In the first step, customer needs were observed and understood by extensive research involving 380 respondents of an online survey and 15 empathy maps formed the foundation of the process. In the second step, the point of view was defined based on the outcome of brainstorming and the 360° method to ensure an overall view of the problems. To ideate the problems, a Value Proposition and Lean Canvas were developed. Mock-ups were designed in Figma for building a prototype. Finally, in the test phase, the business model was evaluated with five persons based on the designed Mock- Ups which were built among Business Use Cases.