Home Buy And Sell Bike Case Study: Should a Direct-to-Consumer Company Start Selling on Amazon?

Case Study: Should a Direct-to-Consumer Company Start Selling on Amazon?




Sitting in his workplace, Mark Ellinas frowned at his computer display. It was filled with row after row of electric bikes, from expensive fashions to reasonably-priced knockoffs that appeared held collectively by using spit and a prayer. Though they various in style and rate, the motorcycles did have one factor in commonplace: wherein they had been being sold. The website he turned into looking at, flush with options, became Amazon.

As the CMO of PedalSpark, a small maker of excessive-give up electric powered bicycles, Mark turned into considering techniques for selling the business enterprise’s new journey. The market for electric powered bikes had exploded within the past few years, particularly in China, and it showed no symptoms of slowing down. PedalSpark’s signature motorbike, a $4,000 luxury model available best thru the organization’s internet site, was promoting properly and have been named to 3 “best e-bike” lists. Now PedalSpark was approximately to introduce a cheaper, access-degree model, which it was hoping could have broader attraction. The motorcycle became centered at rate-sensitive riders, folks that have been inclined to alternate better battery lifestyles and motor energy for a decrease price tag.

Two years in the past PedalSpark had employed Mark away from his advertising and marketing position at a youngsters’s bicycle maker. That corporation had offered exclusively on its very own site, and Mark’s expertise had served PedalSpark well with its first product. He became excited by means of the assignment of selling the new bike in an increasingly more crowded marketplace, but the query was a way to do it.

His direct reports have been break up. Gideon Bear, the income supervisor, tended to favor competitive approaches. He desired to promote the new version on Amazon, which had, as he’d placed it, “some greater clients than our site.” But Tamar Nourse, the product supervisor who’d recently come on board, changed into worried approximately whether the bike would stand out on Amazon. She concept that retaining the new model on PedalSpark’s web page, where their team should manage the entire sales method, could be higher over the long time.

Bzzt. Mark glanced at his phone and saw a textual content from the CEO: Where are we on the net channel strategy? Looking ahead for your presentation. The new model changed into almost prepared, and the CEO desired a decision quickly. With the presentation scheduled in two days, Mark nevertheless had a while to think—however no longer tons.

Giving Information to the Enemy
Mark closed his computer and walked down the corridor to Tamar’s office. He knocked at the open door. “Hey, got a minute?”

Tamar regarded up and changed her thick-rimmed glasses. “Hi, Mark. What’s up?”

He sat down throughout from her. “So, about the motorcycle. In the conferences with Gideon it looks like you’ve been holding some thing returned. We need to make a choice, so I need you to tell me what you aren’t telling me.”

She took a deep breath. “Mark, I’m nonetheless new here, and I don’t want to rock the boat. But I definitely assume promoting on Amazon would be a horrible move for us.”

“Why, although?”

“The day we positioned the motorbike on sale, Amazon will start vacuuming up records about our customers, our margins, and the marketplace’s capability. If it ever makes a decision to get into the e-motorcycle commercial enterprise, we’ll have hand-introduced all of the statistics it desires to squash us.”

“I know stressful is a part of your task, but is it viable you’re being a bit paranoid right here?”

“You should ask my B-school classmate Marta.”

“Who is she?”

“A few years ago she become the founder and CEO of a successful start-up. She’d had an concept for a new form of pill stand. She spent a yr growing a prototype and finding a manufacturer in China that might paintings along with her. Then she started selling on Amazon. Now she’s the previous CEO of a employer that doesn’t exist anymore.”

“Wow. What occurred?

“For about a year the tablet stand were given super reviews and sold nicely at $40 every. During the lower back-to-school season, she was transferring a few thousand a month. Then a group of copycat merchandise began popping up. She had to combat them off as great she ought to. She complained to Amazon, however it didn’t do anything, of course. Then AmazonBasics debuted its new tablet stand. It was lots like hers, even though specific enough to avoid a lawsuit. It became also half of the rate.”

“E-bikes are plenty extra complex than tablet stands, although. What are the probabilities Amazon will make one in every of its own?”

Tamar’s lips curled into a small smile. “I don’t recognise, however if we went head-to-head in opposition to Jeff Bezos, could you placed your cash on us? Amazon’s personal-label products are projected to hit $25 billion in sales by way of 2022.”

Mark shuddered. “A dark concept to have before lunch. How do you parent our probabilities against the existing opposition?”

“We do have exceptional motorcycles, but first-rate isn’t enough on Amazon. Whatever your product is, there’s continually a inexpensive model, and usually that’s the one people buy. It’s a in no way-ending, some thing-is going fee battle there. I’m guessing that isn’t what we want humans to accomplice with our brand.”

Nodding slowly, the CMO rubbed his chin. “Good factor, and I don’t disagree. Gideon is pretty keen on the Amazon idea, even though.”

Tamar adjusted her glasses again. “I get why—more customers and more visibility. That may help us sell motorcycles in the short term, however what about the long time? If humans buy the new model on Amazon, will they be loyal to the maker or to where they offered it? We built the PedalSpark brand through selling the luxury motorbike on our internet site. Why try to fix what’s already running?”

Trying Something New
That afternoon, Mark asked Gideon to fulfill him within the cafeteria for coffee. The sales supervisor poured milk into his steaming cup and swirled it round with a straw. “Amazon, Mark. You recognize what I think. What are you wondering?”

“Undecided. There’s quite a few risk in selling the motorcycle there, however quite a few upside, too.”

“Yes! I’m glad you notice that. Amazon Prime has over 100 million individuals, and it’s growing. Imagine the income if a fragment of them ordered the brand new bike—and imagine how lots of them will if -day delivery is to be had. Someone receives enthusiastic about e-bikes on a Wednesday, and by means of Friday she has certainly one of her very own to experience. The opportunities are limitless.”

“It’s amusing to daydream about, Gideon, but are we set up to deal with higher quantity and a shorter success window? Orders that come thru our site have a delivery time of two weeks. I’m anxious approximately promising something we are able to’t deliver—and to a bunch of latest clients, no less.”

“But that’s the splendor of Amazon,” Gideon stated, his voice rising in exhilaration. “We have options. I recognize I’m telling you your task proper now, but we can sell product to Amazon for it to resell, or promote the motorcycles ourselves and let Amazon manage the warehousing and transport, or listing them on Amazon and ship them on our own. You’re usually speaking approximately the value of strolling small, managed experiments, so permit’s strive one and see what happens. If it doesn’t work, we’ll switch techniques and adapt as we research.” He grinned. “Everyone in this employer concurs we’ve a notable new product. All I want is to get it to as many human beings as possible.”

“There are three alternatives, sure, however they don’t give us quite a few wiggle room if things cross badly. We can be able to play with the bike’s rate a piece, however we can’t lower it that plenty or we won’t make any cash—and it could make us look cheap, too. I do assume a higher charge point is fair for the motorbike we’re promoting. Even luxury brands that promote on Amazon these days hesitated about it for a long time, and it would be a terrific idea for us to reflect onconsideration on why that is. The jury remains out on whether or not luxury manufacturers advantage from being on Amazon.”

“You recognize who sells on Amazon? Apple. Versace. Rolex. Jimmy Choo, Mark—Jimmy Choo. And greater will follow. Whichever agencies don’t can be on the wrong aspect of retail records.”

“We aren’t Versace, Gideon. Besides, a whole lot of the ones brands sell a very small subset in their merchandise on Amazon—and typically now not their flagship ones. They keep the ones for their very own sites or stores, where they can manage the buying enjoy. We’re looking to improve our profile as a high-quit brand, proper? How might we appearance if we have been considered one of dozens of e-motorcycles in Amazon’s listings?”

“Sure, however we already have the luxury bike selling properly on our website online. I agree, we shouldn’t exchange something there. But the new motorbike is for anyone. And every person is on Amazon.”

Mark took a sip of espresso, thinking.

“Look, I get it, you have got a few worries,” Gideon continued, “so permit’s talk numbers. Based on what our opposition is doing, I determine if we positioned the brand new motorbike on Amazon, we are able to reasonably expect to promote 10,000 devices a 12 months.”

“At what price point?”

“$899. That’s a touch higher than we’ve been speaking approximately, however it offers us some room to go lower whilst we need to.”

“And what are the brand new numbers for luxury bike sales on our website online?”

“Last year we offered 2,000 devices at $4,000 apiece. Remember, the brand new motorbike won’t be only on Amazon. We’ll sell it on our website, too.”

Mark scratched his head. “What we really need is a manner to quantify the threat that Amazon will enter the e-bike market. It would make this a lot simpler.”

“That’s the huge mystery. Amazon will have all of the purchaser facts, and we’ll have very little of it. But have a look at it this manner—there are already a variety of e-bikes on Amazon, in order that they’re already looking the market. Even in the event that they do make their personal motorcycle, that could be years away. We would possibly as nicely discover new clients at the same time as we will. People can’t buy our motorcycles in the event that they don’t recognize approximately them.”

Mark stared at Gideon for an extended moment. “Let me ask you something. How are you so sure approximately all this?”

Gideon laughed. “In my moments of doubt, I consider Instant Pot. It’s a excellent appliance—not quite luxury, however suitable—that has a cult following and that made its call on Amazon. At one point, ninety% of its income have been from there. Do you recognize what number of Instant Pots have been bought on Prime Day this year?”

“No, but I’m a bit surprised you do.”

“I prepare dinner lots. The variety, Mark, is three hundred,000. In just 36 hours. I assume we could be the Instant Pot of e-motorcycles.”

The CMO stirred his coffee. “You may be excitable, but I’ll admit it’s type of contagious. I simply can’t shake the feeling that once we open the door to Amazon, there may be no closing it.”

Gideon held up his coffee for a toast. “To commencing the door—only a crack—and seeing what’s behind it.”

Searching for Answers
Back in his office on the give up of the day, Mark become gazing his pc once more. Tamar and Gideon seemed so positive of what to do, however the CMO was suffering to make up his thoughts. Both methods forward had their deserves.

The display of his laptop still confirmed the Amazon website, with its rows of e-motorcycles. Sighing, Mark opened Google and typed “What are the dangers of selling on Amazon?” into the quest bar. The query back nearly 250 million outcomes.

“Hard to tell whether there are extra horror testimonies or greater fulfillment tales,” he muttered. “Well, this motorcycle isn’t going to sell itself. I must determine some thing, one way or some other.”

Question: Should PedalSpark promote the new bike on Amazon?

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