Business and Marketing Consultancy - Bike Rack

The Chain Effect and Rider's Rights are two non-governmental organisations promoting active travel and shared transportation in Lebanon. As part of our 9 month long bus-bike pilot project, we are looking at installing bike racks on a selected bus line, to be used on existing informal buses in Lebanon, facilitating inter-modal transport around Beirut.

Apart from producing the rack locally, a big part of the project will involve a marketing campaign to promote the bike racks on buses and encourage their use, coming up with a digital campaign as well as events, discounts and demo days to promote the project and facilitate journeys by bus and bike.

Another part of the project will involve developing a business model and income streams outside of drivers and passengers that ensure the financial sustainability of the project and allows us to replicate this on other lines if successful.

We are looking for an individual/a company/organization with a business and marketing background that can support in developing a business model, conducting marketing research and developing a marketing campaign for the project.

The consultant is to carry out the following tasks:

• Conduct market analysis to identify opportunity areas for users, sponsors and income streams
• Research and suggest business model(s) that would suit the type of market, restrictions, and opportunities present in the Lebanese transport industry.
• Support with developing a sustainable business and pricing model for the bus bike rack
• Support with developing additional income streams for bus bike racks (for example through business sponsorship, advertising etc) as well as legal advice on how this could be done. This is to reduce the overall cost of bus bike racks on bus drivers, and reduce the return on investment time
• Work with the outreach team and graphic designer to develop a large marketing campaign for the bus bike rack project, to encourage use, deconstruct barriers, and make the project financially sustainable
• Support in brainstorming future business models for potential line expansion

Deliverables

• Market analysis identifying opportunity areas for attracting more users, sponsors, and money streams
• Proposed business model(s) that would suit the market.
• Marketing plan and content to promote the bus bike project