Getting boots on ground altered a few previous perceptions and understanding of the market and customer segments. At least from my (Hardat’s) perspective, I tended to lump all forms of riders into one group. Skateboarders have a specific understanding of what it means to ride versus longboarders. Unfortunately, I didn’t come across any longboarders around Ithaca. I did get an earful from the skateboarders. Skateboarders view skateboarding as an evolving form of art. As different riders with different styles come onto the scene, skateboards must meet the style’s specifications. Decks built in the 90s suit the style of skateboarders from that era, while decks built today are slightly different in size and shape. I’m unsure how well this observation
…show more content…
The board certainly fits into a niche category. Marketing as a replacement does not seem the most sound strategy. We will need to develop and gain followers to fit this specific style of riding in order to maintain longevity.
On the other hand, there may be a market for first time buyers who do not necessarily skate at the moment. During my (Alexander) questioning I was only able to talk to one individual who rides long boards, the others did not skate.
I found that the people who did not skate were more receptive to the idea of a board using alternative construction materials because it could be “cool” or “trendy”. These individuals did not necessarily know anything about the flex of the board but listed durability as an important factor (something we can deliver on). What’s more, these interviewees were also more interested in the sustainability of the product than the other groups that were interviewed.
The one person I questioned who already rides long boards knew what he was looking for and was very specific about what makes a good board. When asked how he would design his own board he listed “a length that fits his stance” and a “low price” as the most important attributes. He also emphasised reliability and brand recognition in his board
The board certainly fits into a niche category. Marketing as a replacement does not seem the most sound strategy. We will need to develop and gain followers to fit this specific style of riding in order to maintain longevity.
On the other hand, there may be a market for first time buyers who do not necessarily skate at the moment. During my (Alexander) questioning I was only able to talk to one individual who rides long boards, the others did not skate.
I found that the people who did not skate were more receptive to the idea of a board using alternative construction materials because it could be “cool” or “trendy”. These individuals did not necessarily know anything about the flex of the board but listed durability as an important factor (something we can deliver on). What’s more, these interviewees were also more interested in the sustainability of the product than the other groups that were interviewed.
The one person I questioned who already rides long boards knew what he was looking for and was very specific about what makes a good board. When asked how he would design his own board he listed “a length that fits his stance” and a “low price” as the most important attributes. He also emphasised reliability and brand recognition in his board