Segmentation, Targeting,

Value Propositions, and

Personas
Overview
 Creative and Adaptable Product targeting a wide range of individuals
in the 25–60 age range.
 It Targets the Specially-abled population who are commuters, fitness
enthusiasts, and those adopting an eco-conscious lifestyle.
 The Bicycle is proposed as the perfect option for Specially-abled
couples, friends, and families looking for shared experiences.
 The product is meant to appeal to a broad market with updated value
propositions that emphasize eco-friendliness, flexible commute
options, health and wellness advantages, and shared mobility
experiences.
Geodemographic
Segmentation
 Reasons for using the Geodemographic Segmentation approach :

1. Identifies potential buyers based on age, gender, lifestyle, and socio-

economic status.
2. Location plays an important role in measuring accessibility.
3. Tailoring marketing strategies to specific regions with more physically
challenged populations, and old people who are at greater risk of mobility
challenges increases the likelihood of reaching more individuals who will
benefit from our product.
 Among the states west Virginia had the highest disability rates, also the
average population belonged to the median age. This goes hand in hand
obviously with any kind of disability.

 Followed by Kentucky, Mississippi, and Alabama.

Primary Market
(Business-To-
Business)
Problem As a Physiotherapist at Charleston Area Medical Center, Virginia, I have seen its
difficult for many people with physical disabilities to find appropriate fitness regimens
that meet their requirements and restrictions. Conventional fitness programs could be
too difficult or difficult to obtain, which could frustrate people and discourage them
from exercising, exacerbating several health problems.

Solution For those with physical disabilities, an adult companion bicycle provides a fun,
inclusive, and safe way to exercise. Users may engage in cardiovascular exercise
placing undue pressure on their bodies because of its ergonomic design and
configurable features, which offer a comfortable and supportive riding experience.

Reason to • Increase the level of self-confidence.

Believe • 1. Physician-endorsed adult companion bicycle for physically
challenged patients.
• 2. Testimonials and case studies highlight benefits for physically
challenged users.
• 3. Customizable features include adjustable seats, handlebars,
and pedal assist.
• 4. Safety-focused design with stability enhancements and
durable materials.
Adult Companion Bike User - Adam
 As a physiotherapist at Charleston Area Medical Center, Virginia, I have personally observed
the difficulties that people with physical disabilities encounter while trying to find
appropriate exercise programs. The lack of alternatives that meet their needs has been a
source of frustration for many of my patients, which frequently results in feelings of
isolation and immobility during their recovery process.
 I was fascinated by the adult companion bicycle's ability to fill this need for accessible
workout alternatives when I first learned about it. I decided to implement it into the
therapy programs at Charleston Area Medical Center, Virginia, first testing it out on a small
group of patients who were open to the idea.
 Positive feedback was received overwhelmingly. I saw notable physical health gains in my
patients, including better muscular strength and coordination as well as higher
cardiovascular endurance. The shifts in their perspective, however, may have had an even
greater influence; the delight and sense of empowerment they had from being able to
exercise again was simply amazing.
 The adult companion bicycle's flexibility and versatility were what I valued most about it.
We were able to adapt the bike to the unique requirements and capabilities of every
patient.
 I highly suggest the adult companion bicycle as a wonderful tool in the rehabilitation and
health path of physically challenged adults, based on the success stories and great
outcomes we've witnessed at Charleston Area Medical Center, Virginia, .
Secondary
Market
(Business-To-
Consumer)
Problem As a physically challenged person residing Virginia, I have limited scope and abilities
to go outside, do outdoor activities and socialize with friends . Also, I want to spend
quality time with my family . I wish to purchase a mobility aid device that will be
reasonable in price and helps me roam around, provide safety, take part in outdoor
and social activities, and remain physically and mentally sound.

Solution Adult Companion Bicycle can be a suitable solution for this. This mobility aid can be
helpful to participate outdoor activities by overcoming all physical barriers, remain fit,
being social, reduce transportation cost with a safest possible way.

Reason to • Ride with a companion, which increases the safety level while
Believe riding.
• Reduce the travel costs and low maintenance costs.
• Effective medium for physical exercise.
• Allow to involve outdoor activities to become social.
• Increase the level of self-confidence.
Adult Companion Bike User - Matthew
 Matthew Jones, a 35-year-old, Virginia resident is interested in using a
mobility aid to overcome his physical challenges.
 He was a bus driver and 2 years ago had a serious accident. Unfortunately, his
lower part was paralyzed due to nerve damage.
 After that incident, he became upset about not getting involved in any sort of
social activities. Without physical exercise, he became physically ill.
 Now, he is trying to take a companion bake to overcome the barriers, become
physically and mentally fit, self-confident, and lead a social life.
Summary:
 For both Primary and secondary target markets, it is
crucial to take into account marketing techniques that
emphasize the social and health benefits of utilizing the
companion bicycle.
 A wider audience may also be drawn in by highlighting the
product's advantages, such as comfort, stability, and
simplicity of use.
 Marketing campaigns can also feature images and words
that highlight the accessibility and happiness that adult
companion bicycles can bring.
References
 Statista. (2021). Disabled population in the U.S. by state in 2021. Retrieved from

https://www.statista.com/statistics/794278/disabled-population-us-by-state/#:~:text=In%202021%2C%20the%2

0U.S.%20states,Virginia%2C%20Mississippi%2C%20and%20Kentucky

 American Association of People with Disabilities (AAPD). (n.d.). Home. Retrieved from https://www.aapd.com/