Case Study: Revolights

Revolights continue to take a leap by improving their products. In 2011, Revolights started by selling bicycles lights that need to be fixed to their tyres. After winning Core’s 77 Design Award in 2012, Revolights continue to evolve by selling their own bikes in 2013 a second generation product, named Revolight City that has bike lights permanently build into them by partnering together with Mission Bike Company which eliminates the process of customers installing the bike lights themselves.
In 2015, Revolights Eclipse started to be sold in the market. Eclipse is made to complete the bike lighting by featuring 360̊ visibility, a legal headlight, a smart break and is powered by USB- rechargeable batteries that click directly into the rings.
What target market does Revolights seek to serve and how attractive is that market?
Revolights designated bike enthusiast as their main target market to sell their products to. These are because almost one-third of Americans actually own a bicycle in their homes but are very reluctant to use it because of safety issues such as car traffic, the unexpected weather, lack of bike lanes in some parts or city and also darkness or the environment. According to the US Government survey on road accidents involving bicycle riders, seventy percentage of the incident is caused by low visibility during riding. Thus, selling bike lights to bike enthusiast will increase the company sales.
Other than that Revolights has also appealing features in terms of futuristic visual aesthetic for those who style-conscious. The lights make the bicycle look cool and good while serving its purpose for safety. Even though, the lights are expensive it is attractive to customers because the customers are purchasing it for their safety and they think that it is worth the money they spend.

2. List two reasons that attracted investors in Revolights
From Indiegogo we can see that these investors are mostly bike enthusiast and they actually test out Revolights products to see its efficacy and its functionality.
3. What environmental (industry) trend is supporting the development of Revolights business?
Revolights is supported by social trend such as Kickstarter. Kickstarter is a website that raises funds for creative projects using a platform called “crowdfunding”. Crowfunding helps individual, organization, new company and entrepreneurs to raise money to start or sell their projects or products from the general public. The Kickstarter campaign is launched in mid-2011 with goal of reaching $43,500, but they managed to raise $215,000 in total. Besides that, they also got valuable feedback from the small time investors and customers on how to further improve the product and suggestions to add new features. As mentioned earlier the Eclipse+ and Revolights App turn signal feature is actually under research because it was suggested by most of the customers when giving feedback on the