The brand’s target consumer will be people from Sydney who use bicycles on a regular basis and who are interested in affordable eco-friendly parking services in their neighbourhoods. The secondary consumers are people who do not use bicycles regularly but who would like to know options for parking when they want, too. Tourists segment also comes under the secondary consumer. The typical primary target consumer is in the age group of 18-55. The target consumer can ride a bicycle and is medically cleared to do so. The consumer rides the bicycles for leisure and as a main form of commutation.
In terms of psychographics, this is a target consumer that feels cycling is fun, they treat it like a day to day activity. They have social cycling activities scheduled with their friends. They interact with one another and usually avoid their cars and are even open for brisk walk for reasons of health maintenance. They worry about their health and count calorie intake and calories burnt. They believe cycling is safe, attractive and even stylish.
The brand will grow and gain market share, as it is observed that many in Sydney like cycling as a sport and as a form of day to day commutation. Surveys conducted on how many people like to cycle in a representative sample of 100 participants showed that in children around 51. 8 percent men and 45.1 percent women ride a bicycle. In the case of women and men in age groups of 10-17 years, the participation rated drop and reaches 45.1 percent and 29.6 percent. In their adult years, it once again drops a few in percentages, but nevertheless with the right motivations people are seen to use their bicycles for an extended period. Research conducted shows that people are interested in biking to save on fuel, they get out of traffic congestion, etc (Australian Bicycle Council, 2017).
Most of the competitive parking space providers are seen to work in a more traditional way. Instead of the card registration that would solve the needs for parking space booking and rebooking, it is seen that Sydney Cycleways for instance maintains a site where the person can login and raise a bike parking request.