Strategize, position and create a brand from scratch, which existed as vague vision in the heads of four founders – and was a world ﬁrst product that invents its own category, and reinvents biking.
COBI. World’s Smartest Connected Biking System.
One month after launch: over 400% funding on Kickstarter. Half a year later: 2 innovation awards, 4 times the employees (40), 8 partner companies, 24 patents, 260+ industry requests, 450+ press articles and 5,000,000 Euro funding – from 13 investors. Plus one furious copywriter, because he didn’t learn something useful, e.g. design, coding or UX, so he could apply at COBI.