Background

Cycling is one of the most popular physical activities in the UK. In London alone 23 million daylight journeys are made every year (http://www.bbc.co.uk/news/uk-england-london-33002701). But safety remains a key issue.

According to figures from the Royal Society for the Prevention of Accidents (RoSPA) 25,000 cyclists were injured, maimed for life, or killed in the UK last year (http://www.rospa.com/rospaweb/docs/advice-services/road-safety/cyclists/cycling-policy-paper.pdf). Over 70% of those accidents occurred during daylight hours, mainly at traffic lights, road junctions and roundabouts.

Motorists were responsible for the majority of these accidents, with HGVs such as lorries being involved in a disproportionate number of incidents. This is because they sit high above the road surface and cannot see cyclists close by when in heavy traffic, especially during rush hour.

It is especially important to note that the most dangerous (and fearful) moments for cyclists are when standing at traffic lights or junctions, where the attention of other road users is focussed on leaving the hazard as quickly as possible. RoSPA says that 72% of accidents involving cyclists occur in daylight hours. The most serious of these happen at the hazards mentioned above.

The situation demands a device fitted to each bike, at a reasonable price, which will enable cyclists to be seen at all times.

The Business

The SEE-MEE Bike Saver warns motorists of a cyclist’s presence and helps to save lives. It uses telescopic elliptical tubing to support a very high visibility blade. The mast telescope folds down onto a pillion style rack which can hold a weight of 15 lbs. It is fixed behind the saddle stem by a clamp which fits most bicycles and also has a dual purpose as a Pannier rack.

The mast can be operated with one hand and can reach a height of 2.5 metres from the road surface when required in heavy traffic situations and folds out of sight when not required. It should be understood that the bottom of the windscreen of an HGV stands at 2.3 metres. As a result, a driver in these high level vehicles cannot see cyclists in front unless they are about 3 metres away from the cab as measured in examination by the author.

Manufactured in high visibility plastic the copyright design is attractive and sophisticated. It is entirely mechanical, does not need batteries or maintenance and is stable in use - the wind will not affect it’s stability in any way. The blade will use high visibility graphics to publicise the company and other matters. It can be customised for individuals or companies.

The intellectual property, trademarks and any mechanical drawing of the product are property of the company.

Simon Gould is an advisor to SEE-MEE Bike Saver and it is intended that Simon will be a Director of the company in the forseeable future.  

Potential market

With there being an estimated 1 billion+ bicycles in the world (Source: http://www.worldometers.info/bicycles/) the company has a large potential global customer base. For example, in Shanghai, 60% of the population cycle to work every day. The Netherlands has 16.5 million bicycles – 25% of all journeys are made by bike. Germany has 68 million bikes, representing 75% of the population. (http://www.eurobike-show.com/eb-it/stampa/informazioni-stampa.php?obj_id=90&sMode=detail)

Many developed countries now have dedicated cycle lanes. These have reduced accidents quite considerably. However, many of the lanes are just painted on the road surface and are often ‘invaded’ by motorists. The main problem is still the same because in mixed traffic the cycle lanes combine with all other traffic at junctions, traffic lights and roundabouts. This significantly reduces the safety aspect of the special bike lanes.

Accidents involving cyclists still occur in all towns and cities, even when there is an established, and properly organised cycling route. It should be recognised that motorists and other road users are looking for a way to proceed when in heavy traffic, and look up at lights or other motor vehicles moving in their direction. They do not look around for cyclists, and those cyclists wearing high visibility clothing can be obscured by motorists at various halt points.

The SEE-MEE Bike Saver makes a cyclist visible to all traffic in daylight rush hour situations, and especially to HGV drivers. Safety is the uppermost concern for cyclists and the SEE-MEE Bike Saver will say to all road users, “I am a cyclist – be careful”. 

Competition

Management have researched the market and can find no other device which solves the matter in hand i.e. cyclist warning signs at all levels to a height of 2.5 metres. The SEE-MEE Bike Saver is designed to overcome this problem by displaying the presence of bikers above this level – at close proximity to the HGV or any other traffic.

Development and Marketing Strategy

The SEE-MEE BIKE SAVER has been thoroughly modelled and researched over many months and is now ready to have a fully working prototype made. The materials to be used and the simple mechanical operation will make the device relatively cheap to manufacture. Research with a manufacturer in China suggests that the cost price (Landed Duty Paid) would be below £15 for each item when manufactured in quantity of 1000 units.

Initially we will make 5 prototypes to proceed as follows:-

1.        Video the SEE-MEE BIKE SAVER in full operation in rush hour London traffic. Record comments from cyclists and motorists. Edit the video adding commentary.

2.        Place the video on YouTube and other social media. Send copies of the video to cycling journalists at major newspapers, famous cyclists and other relevant parties and invite comments.

We also plan to:

• Establish manufacturing capability by licence and relevant costs.
• Establish a retail price for the UK and other countries.
• Establish a delivery date to customers.
• Offer the product for sale to the general public over the Internet.
• Contact retailers in the UK and abroad.
• Establish premises for distribution.
• Engage sales and other staff.