Beacom School of Business
NEW PRODUCT DEVELOPMENT
MKTG 772
Project 4 Example
E-bike Case Study
Greg Bertsch
Spring 2025
Project 4
Part 2
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Recap value proposition and customer persona
Market size estimates
Financial model (E-bike Costing Model with QFD.xlsx)
Translate customer wants into design criteria (included in file above)
PD plan (timeline)
Design Elements
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- DVP&R (DVPR Example.xlsx)
Process Implementation Plan
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Summary of criteria & other key characteristics (from QFD & DFMEA)
DFMEA (FMEA Example.xlsx)
Number of prototypes (from DVP&R)
Flow diagram (E-bike Assembly Process Diagram.ppt)
PFMEA (FMEA Example.xlsx)
Supplier management
Quality plan
Approval plan
2
E-bike Market Estimate Update
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TAM=$720M
Total Available Market
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Total US E-bike sales = $720 million
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US sales, all bikes = 20 million units, average price
$300
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E-bike sales represent 12% of the market
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Also verified against Marketstomarkets online report
Served Available Market
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According to resellers (Scheels, Bass Pro Shop)
sales of “backcountry” category represent ~8% of ebike sales
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$57.6 million (14,400 units/yr, 288 units/day)
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2.6 million workers,
Target market (region of SD, ND, MN, WY, MT, IA, NE)
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$8.1 million (14% of US based on rural worker ratio)
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2,025 units/yr, 10 units/day
3
SAM=$56M
Target
$8.1M