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BUNCHEUR
2023 CUSTOM DEVELOPMENT OF A CYCLING EVENT PLATFORM
Buncheur has quickly grown from startup to the largest cycling event platform in Australia within 12 months. The website design and platform development was via MOBLE's risk adverse MVP Website Development Program, that transforms aspirational ideas into revenue generating businesses.
PROJECT
Ollie Rainbow, Founder
STORY
Buncheur was no different. The platform wasn't backed by big corporate, or big investment, it was the vision of a local cyclist to empower his community, to better improve the efficiencies of how Race Days could be administered. It would aim to empower all cyclists to stay tuned with latest events and log their race results, so that the entire community could come together and have a place to interact, all via their mobile phones.
The Founder approached MOBLE having previously used us to build a successful ecommerce website and knew we would be able to build a strategically lightweight solution to get his vision off the ground.
There was a specific budget to play with and a goal to get an MVP (minimum viable product) up and running so that Clubs could post Race Events and take payments online.
Previously Clubs would have to forgo Race Day fees by paying commissions to booking platforms. Yet race day fees were key to the Clubs operations and survival. This was a problem that was of prime importance for the Founder to solve.
If we could deliver commission free bookings as part of the MVP, there would be a high chance of adoption, and scope for further investment for future development.
To reduce initial build costs, a free MOBLE 'BUILT BY YOU' website theme was selected for the base of the website design.
We choose a classic Peleton blue for the primary brand colour. Then synced the blue into the theme with MOBLE's Play before you Pay design builder. The client was happy with the look and feel and we were under way without a single cent of the budget being spent in design.
By removing all design fees, this allowed us to focus the entire budget on core platform development.
Want to know more about our MVP program? Read the IMS Stratus Case Study to find out more.
RESULTS
The MVP development would be simple, yet strategically effective. We allowed clubs to upload their members, and we allowed their members to register and pay for race day events.
Previously on Race Days, members would have to queue to pay and checkin to be allocated race/bib numbers. This often caused lengthy queues and delays with cyclists arriving at the same time and forgetting certain details.
To have a lasting and powerful impact on the cycling community, we allowed competitors to check in with a QR Code, cyclists quickly adopted the technology.
If cyclists hadn't paid before event day arrival, there would be no delay with booking administration. They would be instantly taken to the Registration Form where they could pay quickly via their phone. Club Members could save their credit card details to their Profile, so future Event Day Registrations would be as simple as scanning the QR Code and clicking a Pay Button.
Unlike with other platforms, Clubs for the first time would take 100% of the Race Day Payments, with zero commissions going to Buncheur. The club would automatically be paid via a seamless 'Payouts' transaction system that MOBLE developed within the platform to remove any headaches for the Buncheur team.
Buncheur now had a serious point of difference in the market, the word got out, and it wasn't long before Clubs and Cyclists started to move over to Buncheur.
CUSTOMER ACQUISITION STRATEGY
- Clubs take all the revenue.
- Easy way to pay.
- Easy way to checkin. No more queueing.
With the customer acquisition strategy in place, Buncheur quickly turned their focus to the Customer Retention Strategy. They spent time in the field listening to cyclists allowing MOBLE to consolidate a tight list of features that we could scope.
We had several workshops with Buncheur to Road Map features into a concise series of Sprints. We ranked each Feature by the 'Ease' of development, ‘Confidence’ of success, and the 'Impact' that the Sprint would have on the community. This allowed us to focus all new releases on exactly what the customer wanted to give them value, keep them engaged, and be certain of much higher retention rates.
Sprints were focused on improving existing areas of the platform and creating entirely new functionality.
CUSTOMER RETENTION STRATEGY
- Rapid sign up with sms validation
- New ui for club owners to manage race events
- Searchable race events calendar
- Race results tables and leaderboards across all race categories
- The website introduced an industry standard handicap system for race day competitions
NEW DEVELOPMENTS
We are currently developing an integration to sync Garmin data with the platform for streamlined personalised cyclist data.
We look forward to our continued relationship with Buncheur as the ambitious platform continues to scale.
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