Marketing Analysis

ABOUT WHIPTAIL BIKING CO. & WHAT WE OFFER

Whiptail Biking Co. focuses on tours for beginner and intermediate level bikers that want to experience tours of trails in and around St. George, Utah and rentals for more experienced bikers. We offer some of the highest quality equipment in the biking industry so that you can have the most enjoyable, safe experience possible. Our staff is friendly and helpful and with their knowledge of this industry, you will receive tours that will not only show you around beautiful St. George but teach you how to ride safely. We also offer self-guided bike rentals that provide you with a Giant Trance in any sizes, a high quality helmet, a bike rack, and maps with advice and directions to get you started.

COMMUNICATION OBJECTIVES

Whiptail Biking Co. provides an affordable, reliable, adventurous experience for both tourists and locals. Guides are knowledgeable, friendly, and fun. This is mountain biking made easy! Show up with a good attitude and comfortable clothing- we’ll take care of the rest! Up for a challenge? Try a self-guided tour on our expert level trails using our printed or online trail maps.

TARGET AUDIENCE PSYCHOGRAPHICS

Our target market is tourists and beginner to intermediate locals.

Audience #1: Family with 3 children ages 10, 12 and 14. They visit their grandmother who lives in St. George at an assisted living center twice a year. The children are active and enjoy the outdoors but the hotel and assisted living center gets crowded and boring. Mom and Dad are both fit and enjoy spending time with family. Bicycling is a perfect family activity.

Audience #2: A businessman from out of state. Often visits St.George for business trips. He is a self-described health and fitness nut who enjoys trying new activities. He can’t bring his gear on trips but likes to rent a bike, strap it to his rental car and go for a ride on his own when he visits.

Audience #3: Retired air force couple in their late 60’s who live in an RV for half of the year. They often stay in St.George for 3-6 months of the year. They love the beauty of Southern Utah and try to stay fit and active. He is starting to get dementia, but is otherwise in excellent health. They don't want the hassle of storing and maintaining bicycles and would rather rent them.

DESIGN ANALYSIS OF COMPETITOR CAMPAIGNS

HERMOSA TOURS

What they offer: Self-guided and custom guided mountain biking tours in Utah, Colorado, and Arizona.

Website: http://hermosatours.net/

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RIM TOURS

What they offer: Half-day, fully-day, or custom day tours; multi-day tours; and bike and gear rental in Utah, Colorado, Arizona, and Oregon. Rim tours operate out of and specialize in the Moab area.

Website: https://rimtours.com/

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Facebook https://www.facebook.com/rimmountainbiketours/

Youtube channel and videos https://www.youtube.com/user/RimToursMoab

CHASING EPIC

What they offer: All-inclusive guided mountain biking tours through Colorado, Utah, Arizona, and New Mexico.

Website https://chasingepicmtb.com

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Facebook https://www.facebook.com/chasingepicmtb/

Youtube channel https://www.youtube.com/channel/UCP9b42myOOROSoqYHRCZM9A

RED ROCK BICYCLE

What they offer: Repair-centered bike shop that rents and sells bikes, along with organizing group rides for the St. George community. They also power Ride Southern Utah, a company that focuses on group rides and bike races and events.