This week noticed Dutch ebike model Mokumono launch its newest two-wheeler, the Polder. It gained’t shock you to know that I get loads of press releases and interview requests about new ebikes coming to market. There are many ebikes being launched, and loads of huge manufacturers with a lot of funding and techniques for client advertising and marketing.
However I needed to jot down about Mokumono for a special purpose: they’re doing issues in another way, issues that different ebike manufacturers can be taught from, or the truth is, any startups concerned with manufacturing – whether or not that’s {hardware}, wearables, electrical units, or extra. I spoke to co-founder, Tom Schiller, to search out out extra.
Decide to native manufacturing
Okay, there’s an affordable chunk of people that don’t care if their ebikes are manufactured in Taiwan or China. And the overwhelming majority are — together with Cowboy and VanMoof.
Certain, there’s nothing improper with this per se. You’ve got skilled producers with absolutely established factories with the mandatory supplies, molds, and tools.
But when there’s one factor the final couple of years has taught us, it’s the inherent fragility of the provide chain. Since 2020, it has weathered obligatory shutdowns, materials shortages (particularly semiconductor chips), bottlenecked ports, and a scarcity of long-distance truck drivers.
In December final yr, electrical bicycle firm Ride1Up advised prospects in an email obtained by Electrek that bikes touring from Asia to the US wouldn’t arrive by Christmas. They have been, the truth is, caught on a ship ready for unloading for nearly a month.
That’d piss anybody off.
Mokumono is responding to this problem, with 90% of their new bike’s components sourced regionally, together with the entrance fork and handlebar, making the model method much less depending on Asian manufacturing — and weak to the precariousness of worldwide delivery.
The corporate goals to get to 100% European manufacturing (however doesn’t have a aim date as of but).
They’re not the one ones doing this. The tide is popping, with Belgian ebike firm Ampler developing their frames and the digital system absolutely in-house. And it’s a wise transfer, performed strategically; it supplies a stage of resilience in opposition to provide chain woes.
Look exterior your individual {industry}
It’s straightforward to deal with Taiwan or China as a result of that’s the place all of the bike producers are. However that is on the expense of partnering with native companies, that don’t essentially work for the bicycle {industry}. And lacking this cross-vertical innovation that is perhaps your organization’s largest aggressive downfall.
Just like Mokumono’s first fashions — the Delta S and Delta C — the body for the Polder is produced by urgent aluminum sheets into kind utilizing methods generally utilized within the automobile {industry}, after which the 2 body halves are robotically welded collectively.
This course of was developed with tech manufacturing companion Witte van Moort in Vriezenveen.
Schiller advised me,
There are loads of manufacturing firms within the Netherlands that simply don’t work for the bicycle {industry} per se, or in no way. However you probably have a transparent concept, they’re greater than keen to offer it a go.
When you think about that Ampler hails from Estonia, Rad Energy Bikes from the US, and Cowboy from Belgium. That would deliver loads of native R&D in play, in addition to doubtlessly reinvigorating native industries — heck there’s most likely authorities funding there someplace as nicely.
One strategy is to search out firms that market themselves as serving to develop new prototypes and merchandise:
You want somebody keen to offer one thing new a strive. And who will get excited by the concept of a brand new product line and entry to a brand new {industry}.
Go native first to get direct-to-consumers proper
Deploying a direct-to-consumer (D2C) gross sales mannequin has loads of benefits. Extra income with out promoting to a motorcycle store (which might doubtlessly imply cheaper bikes for patrons).
It additionally means you may get a very good grip on client shopping for conduct. On high of that, you aren’t beholden to conditions just like the pandemic the place bike retailers needed to shut, or if a motorcycle store goes out of enterprise.
Based on Schiller, Mokumono has determined to deal with getting the Netherlands proper, earlier than increasing to different areas.
He shared that D2C additionally means “if issues come up, we all know instantly, after which we’ll discover a answer within the first occasion, but in addition for the subsequent manufacturing batch, in order that doesn’t the issue doesn’t happen once more.”
This helps construct model fame and protects firms from retailer mishaps like shops working out of inventory or a web-based retailer that has a website malfunction — which patrons might affiliate negatively with the model. Or, a COVID shutdown.
However D2C is difficult. When you get a deluge of buyer information, it’s worthwhile to know tips on how to channel it successfully utilizing a CRM, to direct efficient advertising and marketing campaigns.
Moreover, a purchaser persona must be greater than a tall male aged 30 to 40, for instance! And, in case your ebikes go well with a variety of various heights, this will likely imply advertising and marketing to completely different cohorts concurrently. As an illustration, Molumono’s body fits riders beginning at 165 cm (5’4) as much as 195 cm (6’4). That’s doubtlessly loads of completely different audiences.
Modularity and brand-agnostic can lengthen the ebike lifecycle
Mokumono’s newest bike has a body with a twist. The trunk will be opened. This permits battery elimination for charging, replacements, or upgrades utilizing third-party batteries.
It’s a pivot for Mokumono, with a purpose. Schiller defined that the battery goes to be the weakest level of an ebike:
A number of producers design a proprietary battery. However what in the event that they resolve to not make that battery anymore, or the unique creator goes out of enterprise? Then the entire bike turns into out of date.
Being open to third-party batteries signifies that an ebike expands its lifetime. It should permit it to remain on the street doubtlessly for many years.
In a associated dedication in opposition to deliberate obsolescence, Schiller shared that, with the Polder, the corporate additionally launched its ‘proper to experience’ precept: it commits to preserving all components of the bike obtainable and in inventory for ten years. I’d like to see all producers do that. Additional, when needing a restore a Mokumono technician involves the consumer to repair the bike on location.
Mokumono is now taking pre-orders for the Polder at www.mokumono.com on the introductory value of €2,590. The bike is available in 40 completely different colours and deliveries begin in September this yr.
