Sometimes you read something and you go ‘wow’. This week I was reading about how a designer called Izhar Gafni has designed a rather cool looking bicycle made largely from recycled cardboard and aimed to be produced for under $10!
As someone that has recently got into the cycling boom in the UK and having spent well over £1000 on a lovely carbon fibre bike I’m intrigued about the potential of a bike that weighs about the same and yet could cost much, much less.
Clearly the bike isn’t designed to win the Tour de France but it has the potential to be truly great because it addresses a number of key innovation success criteria:
- An inspiring and exciting story that will be rapidly shared - ‘surely you can’t cycle on a cardboard bike’. Clearly both the intrigue and fantastic design create a really exciting story that has the potential to generate huge amounts of media coverage and of course offers the sort of ‘talkability’ that many brands aspire.
- Unique position in a large growing market - I’m assuming that there are not too many folk as creative and determined enough as Izhar to have been spending the last two years in their sheds creating the perfect cardboard bicycle. I trust he has also been smart enough to protect the IP then he could enjoy a unique position in a large market for some considerable time.
- Keeping the offer simple - Not only is the bike design beautifully simple but the idea itself especially the low-maintenance aspects of the bike are fantastically simple. It’s easy to know what this offers and of course how a sales person can sell it.
- Opens up big new customer market opportunities – not only could this address the obviously large market potential in developed and developing markets for ‘low-cost’ bicycles but the additional angle of ‘easy maintenance’ hits another massive consumer need for convenience. Not only that but the more environmentally conscious audience opens up yet a third key customer target group.
Not only am I hugely impressed by the innovation in the product itself and the massive potential market opportunity but mainly I’m struck by the sheer focus and determination of this great innovator to prove that the impossible can be possible.
Whether this cardboard bike would really survive the often wet and pot-holed roads of the UK or even ever be produced at such aggressively low costs still remains to be seen but this is the kind of simple but challenging innovation that gets me really excited.
Good luck to them.