The Peripheral Market & OneWheel Commute

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Specifically, we are targeting peripheral customers to the existing Onewheel market, built primarily off of individuals who have had experience in board sports.  In order to increase the user base, we decided to target females who are closest to this market, those who are familiar with the product but may not consider buying one for themselves.  To diversify the user base and scale user lifetime, we decided to offer two models of the one wheel.  The new, lighter, commuter model of the onewheel will offer distinct new features and design improvements to change hesitation into consideration.

Social Context:  Jennifer is 27 years old, has never tried a
board sport, and recently moved to Los Angeles because of a job in
Finance.  One of her coworkers introduced
her to the Onewheel, which she uses to go surfing, and Jennifer wanted to gain
familiarity with these kinds of sports for socializing.

Focus: It is
extremely important to target those who are peripheral customers to the
Onewheel.  In our case, Jennifer is
exposed to current OneWheel riders after moving, but is detached from board
sport culture.  She is not necessarily
familiar with the product, but in a lucrative relationship to our existing
customers that could be influenced to try the Onewheel.  After all, riders will want to try before
they invest in a onewheel. If we can gain momentum in this sector of the
market, it could be a key strategy for growth. 

Appeal: As we said earlier, Jennifer isn’t involved in board sport
culture, and frankly, she shouldn’t have to be.
The decision to offer two models side-by-side, like leading
manufacturers in technology, is grounded in our effort to broaden the
objectives for riders.  If we emphasized
the product for commuting, it could add a new dimension for use, and reach a
population that is diverse from existing customers.  The new commuter model will be lighter,
smaller, and have options for color customizations to appeal to the respective
rider.  The new model will be designed
for maximum safety.

Technology: One
of the biggest improvements is the introduction of the OneWheel remote.  The board’s firmware can be updated via
Bluetooth, and we wanted to take advantage of that functionality.  We are offering new safety settings for the
onewheel, which can be adjusted with the touchscreen remote.  For instance, a new rider may want to turn on
gyro-lock to manually enable to gyroscope for easy mounting and dismounting,
while an advanced rider may increase the maximum speed of the board – which is
now displayed with visibility of system status LED strip with green bulbs.  This will give two new interfaces for the
rider.

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