EMotorad - Consumer Technology Event

About EMotorad

EMotorad (EM) is an electric vehicle company that strives to bring futuristic e-bikes at an affordable price for adventure seekers, daily commuters, or casual riders.

• Products: Primarily the company is into electric cycles. The major modes of business are B2C India, B2C International (present in Europe, Australia, Dubai and Japan), B2B International (white label to several countries (US, Europe etc.)
• Technology: EMotorad wants to expand its CVP beyond e-bikes and venture into the world of product led technologies which makes the product smarter and well connected along with adding a consumer driven and community led mobile application targeted towards enhancing the user experience and create a product moat in the industry.

EMotorad X Event Led Growth

Context

• India: EMotorad has an offline centered business model as the category is new in India. About 75% of its business is driven from multi-brand dealer touch points. The remaining 25% comes from ecommerce and B2B partners.
• Global: Several distributors are assigned who do the secondary sales in various markets.

The event is designed to showcase the tech prowess of EMotorad. The objective is to enhance the overall value of an e-bike and showcase the connected features.

The event also targets to launch the first ever consumer facing e-bike community application. The application targets to explore health, community and gamification.

Is the product is ready for event led growth? 🏎️

What sort of event should it be? - “Engage 🤖”

• Educate existing customers on updating their products with tech
• Global announcement of our tech products | | Grow | Na | Na |

So, what does EMotorad need to solve for? 🌀

Brand Level 💫

1. Brand Positioning
2. Emphasise the Value Proposition
3. Establishing Ethos, Logos, and Pathos for Juspay in the Payments landscape.

10x Growth 🚀

1. Positioning Juspay as an essential partner for Growth and Scale for Startups/SMBs [P1]
2. Expand the Sales Pipeline [P1]
3. Cross-sell of add-on features of Juspay product suite [P2]

Brand Level 💫

1. Category Awareness
2. Brand Positioning
3. Be a tech first pioneer in the industry (Innovator)
4. Be the only option in the e-bike category in the industry

Growth 🚀

1. Enroll new dealers - 2.5x growth
2. Expand on current dealers - tilt preference to EMotorad as their only e-bike partner
3. Enroll new global distributors
4. Consumer upsell from Product to Product + tech

Who should attend the event

• EMotorad Dealers
• Prospective e-bike dealers
• EMotorad Customers
• International Distributors
• International Customers

EMotorad Dealers

Meet: Agarwal ji

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Bio:

• He is a 2nd generation traditional dealer from Tier 2
• Has been in the business for over 30 years
• Has seen the evolution of cycling as a trade from normal cycles, to geared cycle to electric cycles
• Does about 20,000 units a year with a revenue of about $1mil
• What does he value the most? Margin! Margin! and customer satisfaction (kidding - its More margins!)
• What makes or breaks the deal for him? Poor quality products along with brand support
• 3 reasons he would say yes to EMotorad: New age products, curious to know about the tech and future of this industry, sees this as an opportunity to enhance his product portfolio and foray into the “big EV India story”

Influencer and Blockers for Rahul -

Influencer :

• Industry peers
• Exploring the commute fraternity (new tam)
• Enhancing the community angle with tech integration (enough of whatsapp for him to organize his test rides)

Blockers :

• Do I need to say it again? MARGINS!

International Distributors

Meet: Greg “The Suit”

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Bio:

• He is a know it all! Knows what works in every country. Doesnt get flattered by any technological change since he knows what sells
• Great network and consumer pulse
• Has distribution sorted (can spread the word faster than a super charger)
• What does he value the most? New innovators and disruptors trying to bring something new in the ecosystem (gem of a guy)
• What makes or breaks the deal for him? Brand trust and support
• 3 reasons he would say yes to EMotorad: New age products, curious to know about the tech and future of this industry, sees this as an opportunity to enhance his product portfolio and foray into the “big EV India story”. Be the first in the industry to add the tech layer to an e-bike

Influencer and Blockers for Rahul -

Influencer :

• International consumers
• Being an early mover advantage
• Retailers seeking newer business avenues

Blockers :

• High inventory cost (fixed investment)
• Time to market
• Who spends the marketing $$$?

What stage of Awareness do our IAPs fall under?

Create an ‘Ideal Attendee Profile’ (IAP)

Table for IAP according to event goal

How does the event look like?

Its Time to get Technical and discover beyond

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Core Elements

Unveiling the product tech

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Unveiling the first ever e-bike consumer app in the country

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Format

“Phygital” format designed to engage the dealer fraternity in a live capacity, along with hosting the new age consumers (India and global) virtually.

The key features of the event as described above will unveiling the first of its kind digital display along with launching a new age consumer app focusing on health, community and gamification

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The Ethos of the event

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Duration and Structure

The Summit will be held across a period of 2 power packed days designed to immerse the users and take them thru the different session of product and business

Why choose a Phygital format?

1. The offline piece will ensure exclusivity and access to the participants. We aim to provide this access to dealers and select customer cohorts
2. The offline piece is important for the trade dealers and distributors to signify trust on the brand and network with the management to build on the relationship
3. The online format is designed for International clients and consumers

Event Topics

1. Business of E-bikes in India and World
2. Outlook India and World
3. 1. How does the future look like in 2030 and beyond
   2. What can create the next revolution
   3. How does the world view e-bikes and what is the next update they need
4. Introduce the Protagonist (our hero of the event - The tech god)
5. Benefit to the consumer
6. Benefit to the trade
7. Path to Profitability

The Invite

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The Speakers 🎙️

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The Event Design 📺

Pre-event engagement

T-4 weeks: Teaser with the key attractions

T-3 weeks: Select access to event add-ons (free premium access)

T-2 weeks: Speaker interaction and glimpse

T-1 week: Final message and part reveal

T-3 days: Testimonial from previous event, speaker feature video

T-1 day: Founder welcome video

Day 1 💥

Speakers: Levi Conlow

Opening Act - Founder’s welcome followed by speaker introduction

Q&A - Audience Q&A to the speaker

Closing Act - Reveal the consumer app

Notes - Provide full access to all participants

Incentive for IAPs to stay till the end

1. Free 5 year membership on the app
2. Exclusive content

Day 2 💥

Speakers: Nitin Gadkari

Opening Act - Future of EV in India

Q&A - Audience Q&A to the speaker (exclusively for select participants)

Closing Act - Launch the smart ebike platform!

Incentive for IAPs to stay till the end

1. Free product and presonalized feature/app skin
2. Post credit scene revealing the pricing and margin structure (relevant for dealers)

Keeping the Engagement all the way UP during the Workshop

Additional ways we can keep the engagement up throughout the event -

• Live menti meter to get responses
• Addressing all Q&A realtime

Post Event Feedback 🗣️

Post-event survey for attendees

1. Different survey for different groups
2. Dealers get asked about their market and product experience
3. Global participants get asked about novelty
4. Consumers get asked about feature improvements

Nurture leads and prospects 🪴

Follow Ups

1. Bring dealer into the sales funnel with specialized packages and customized business plan
2. Global business associates will be integrated into the CRM journey with dedicated BD associate
3. Build consumer intrigue with small cohorts and group gatherings

Create Fomo with No shows

1. Share live feed and highlights
2. Share event glimpse and still include them in the sales funnel (last change to catch the ebus campaign)

Measuring event success - Metrics to Track 💽

1. Attendees

Online

Indian Consumers

International Consumers

Indian distributors

International distributors and wholesellers

Offline

• Offline dealers
• Consumer cohorts
• Special invitees

2. Conversion

• Turnout ratio to invitees

3. Social and google engagement

• Social media mentions
• Increase in google trends

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The ROI

Revenue Target = No of new dealers * AOV * no of orders per year

User Target = No of participants * download % * Enrollment

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