Assignment 4A: Forming An Opportunity Belief

In Germany and most of the countries where the winters are cold, exists an unmet need in regard to warm bicycle seats. People who ride the bicycle for example to their university or their job, have the problem that the bicycle seat is usually very cold. It is also striking that there is a lot of rain and snow during the winter so that the bicycle seat is often wet as well. Especially women are afraid of getting a bladder infection. For Women in age of 15 to 39 the probability of getting a bladder infection at min. once a year is about 15.2% (https://www.lifeline.de/blasenentzuendung/experteninterview/). Covers for those seats are already existing to protect the bike-rider from getting wet. In addition to those covers it would be a great opportunity to invent a bicycle seat cover that can be heated. I think this need is not new. Bike-riders have this problem nearly every day during the winter, so the need of having a warm and dry seat also comes up nearly every day during this period. When doing some research regarding this need, I realized that someone already patented this idea. But a product hasn’t been launched yet on the market. I’m about 67% sure this opportunity exists.

#1 Young college female from Muenster, Germany

• How often do you ride the bicycle in winter?
• “Nearly every day, unless there is too much snow or rain.“
• Why are you riding the bicycle?
• “It is the fastest and easiest way to get to the university. Everyone does it in Muenster.”
• Have you ever been annoyed by the cold bike seat?
• “Oh yes of course, it is so cold every morning when riding the bike to university. I have no possibility to bring the bike into my flat and I don’t have a basement. This annoy me a lot.”
• Did you ever fear of getting ill e.g. getting a bladder infection because of the cold seat?
• “I already got some bladder infections. My immunization system is prone to this kind of infection. It is so easy to get when riding the bike daily.”
• Why are you still riding the bicycle in winter?
• “Taking the bus costs me a lot of time. I am able to take shortcuts with the bike.” The bus is very crowded, I don’t like that.”
• Do you know that especially women are at risk of getting a bladder infection in winter?
• “Yes, I’m aware of that, because I have got one or two each winter.”
• How many of your friends ride the bicycle?
• “All of my friends are riding the bike. We always meet to ride in a big group. Okay, maybe one or two are taking the bus or the car in winter but the majority is riding the bike.”
• Do they have the same issues with riding the bicycle?
• “We are complaining a lot about the cold weather and the cold bike seat. It is so annoying. But at least everybody accepts it, because it’s the best way to get to the university.”
• What are you doing to protect against the cold bicycle seat?
• “I’m always wearing a warm jacket or a coat. Sometimes I’m also wearing tights under my trousers but it’s still cold.”
• Do you think that a normal bike seat cover would help to heat your seat?
• “No, I don’t think so. Those covers are really helpful to protect your set from getting wet in the rain. But it’s not useful the heat the seat at all.”
• Would you like the idea of a bike seat cover that can be heated?
• “If it won’t be too expensive, I would definitely buy one.”

#2 European mid-thirty male, working in a consulting corporation

• How often do you ride the bicycle in winter?
• “I try to ride the bicycle as much as possible, even during the winter. It is very important to me to stay healthy, so riding the bike is my daily workout besides my job, which is really time intensive.”
• Why are you riding the bicycle?
• “As already mentioned it is my solution to stay sporty and healthy.”
• Have you ever been annoyed by the cold bike seat?
• “Yes a lot of times. In my job I have to wear a suit, the trousers are very thin. It is really annoying to sit on that cold bike seat even though my way to work is not far.”
• Did you ever fear of getting ill e.g. getting a bladder infection because of the cold seat?
• “Actually no, I have a really strong immunization system, I won’t get ill by riding the bike in winter. But my wife does, she has to wear very warm clothes for keeping herself fit.
• Why are you still riding the bicycle in winter?
• “I’m from Copenhagen in Denmark, everyone is riding the bicycle as often as possible. We have special bicycle highways. It is a lot of cheaper and faster to ride a bike than taking the bus or driving by car.”
• Do you know that especially women are at risk of getting a bladder infection in winter?
• “I’m quite familiar with this issue, my wife struggles a lot with bladder infections in winter. I think women in general are really vulnerable to this disease.”
• How many of your friends ride the bicycle?
• “I think half of my friend are riding the bicycle regularly. They strive for the protection of our environment and also try to save money because of the high fuel prices. The other half is driving the car. They are mostly consultants like me and take care of their ‘wealth’ image.”
• Do they have the same issues with riding the bicycle?        
• “Those who are riding the bicycle have the same issues. Some of them have to ride a long way to work, it’s even harder for them then for me.”
• What are you doing to protect against the cold bicycle seat?
• “I am not able to do anything. I can’t were another trousers over my suit trousers. It would crumble a lot and in my job I have to take care about my appearance.”
• Do you think that a normal bike seat cover would help to heat your seat?
• “No actually not, because its purpose is to protect the seat from rain not to heat it.”
• Would you like the idea of a bike seat cover that can be heated?
• “Yes of course why not? Actually I would buy one for my wife first and if it works I’m going to buy one for myself.”      

#3 Mid-thirty female working for a company in Maastricht, Netherlands

• How often do you ride the bicycle in winter?
• “I usually ride the bike during the whole winter. Sometimes when it rains too strong I take the bus.”
• Why are you riding the bicycle?
• “It is the most comfortable way to get to my company.”
• Have you ever been annoyed by the cold bike seat?
• “Nearly every day. I hate the cold bike seat. Although I already parked it in the entrance hall it’s still very cold.”
• Did you ever fear of getting ill e.g. getting a bladder infection because of the cold seat?
• “Last winter I got a really bad bladder infection, I don’t want to get one again, that’s why I always lay a small pillow on the seat. I know that sound ridiculous but I hope it will help at least a bit.”
• Why are you still riding the bicycle in winter?
• “The traffic in Maastricht is horrible during the peak times. Riding the bike is much faster than taking the bus. Furthermore the next bus station is about a 15 minute walk away.”
• Do you know that especially women are at risk of getting a bladder infection in winter?
• “Of course, I think nearly every women is aware of this issue.”
• How many of your friends ride the bicycle?
• “I just moved to Maastricht, so I can’t give you an answer to this question.”
• What are you doing to protect against the cold bicycle seat?
• “I’m trying to get through the winter with the pillow on my seat. But when it rains, it is definitely not the best solution.”
• Do you think that a normal bike seat cover would help to heat your seat?
• “Not at all, I already tried a lot of different covers but they are all made to keep the seat dry, but not warm.
• Would you like the idea of a bike seat cover that can be heated?
• “I would love the idea. I could get rid of my pillow then!”

REFLECTION:

The prototypical customers are those individuals who live in countries where the winter is cold. There has to be an infrastructure in the several cities that is appropriate for bicycle riders. These cities have often issues with the traffic during peak times. On the other hand prototypical customers live in cities where the public transportation system might be not the best developed one. Furthermore the prototypical customers have a good knowledge about environmental issues or they are influenced by their friend’s social behavior to ride the bike.
Especially women belong into the target group because of a higher probability to get a disease during the winter when riding the bicycle. Although they don’t have much problems with getting ill, even men like the idea of a heated bike seat cover.

SUMMARY:

I believe the opportunity still exists, but I also think that the best suiting prototypical customers are those who live in countries with cold weather during the winter. I’m pretty sure that my opportunity is more accurate now than before I started. Due to this interviews I could get a lot of information about the customers concerns, issues and about the best locations to place the opportunity. It was really helpful to work out where the need exists and how the need could to be satisfied.

In my opinion it is really important for an entrepreneur to adapt their opportunities based on customer feedback. Otherwise it would be hard to reach the best suiting target group or to reach potential customers at all. It is necessary to understand the customers and the market’s potential to have an advantage towards the competitors.