Introduction of the Company

Innovating in bicycles since 1989, Flevobike Technology has been committed to providing exceptional services to customers. Their latest innovation, the GoLo electric cargo bike, marks a significant leap in the 4-wheeled electric cargo bike industry. Launched in 2023, this product represents years of meticulous testing and learning.

Background of the Company

Founded on April 13, 1989, by Johan Vrielink, Flevobike Technology is a family business now operated by Johan’s sons, Arjan and André (and Erwin in memoriam). The company originated from Johan’s need for a more comfortable commuting option and has evolved from making recumbent bikes to producing the innovative GoLo electric cargo bike. Over the years, Flevobike has expanded its operations and is now known for its engineering excellence and commitment to innovation.

Challenge

As a small, tightly-knit family operation, Flevobike is well-versed in the technical aspects of bike manufacturing. However, with the GoLo bike, the team’s ambition to scale production from 5 to 50 bikes annually within 24 months and eventually reach over 1000 units by 2028, they face significant marketing and funding challenges. Being self-funded, they need a strategic, cost-effective marketing approach to increase sales, generate revenue, and reinvest in the business.

Solution

In 2024, GoLo.Bike engaged ClearPath Marketing, leveraging Niki’s experience in the European bike industry. The marketing strategy focuses on three core business needs in the first round:

1. Enhancing Brand Discoverability: Improving the GoLo.Bike’s visibility for potential customers.

2. Market and Customer Research: Understanding correct positioning and identifying efficient lead generation opportunities for 2025.

3. Creating a Scalable Marketing Strategy: Implementing a phased marketing investment approach based on crawl-walk-run concept.

In the first round the team is focusing on a marketing execution to cover the needs of the “crawl” marketing phase. This includes the following action items:

– Website Overhaul: Enhancing navigation and content to improve the customer journey.

– Content and SEO Improvements: Making the brand and product more discoverable online.

– Content Repurposing: Adapting all existing and new content for social media, tradeshows, and press.

– Tracking and Analytics: Setting benchmarks to enter 2025 with a well-defined marketing budget and strategy.

Impact

The impact of these efforts is still to be measured as the collaboration has just begun. The primary work has been strategic, with most changes expected to take effect from Q3 2024. The groundwork laid in 2024 will provide a solid foundation for measurable growth and effectiveness in 2025.

Conclusion

While the GoLo bike effectively addresses customer pain points and transportation needs, it is the strategic marketing efforts that will overcome the discoverability challenges in a competitive market. Through a scalable and sustainable marketing approach, GoLo.Bike aims to achieve its ambitious growth targets and establish a strong presence in the electric cargo bike industry.