Case Study: The Innovative Business Model of Dat Bike – An Urban Mobility Revolution

Case Study: The Innovative Business Model of Dat Bike – An Urban Mobility Revolution

I. Introduction

Dat Bike is a technology startup from Vietnam whose mission is to drive mass adoption of green transportation. They make the most compelling and dependable electric bikes so that customers can just switch without making any compromises. This case study explores how Dat Bike’s unique value proposition, coupled with its business model design thinking and empathetic approach, played a pivotal role in attracting significant investment and propelling the company towards success.

II. Background

Dat Bike, founded in 2019, is a Vietnamese company dedicated to producing electric motorcycles designed and manufactured by Vietnamese engineers. The mission of Dat Bike is to help users transition from gasoline-powered motorcycles to electric motorcycles without sacrificing power and speed. Recently, the company successfully raised $2.6 million in funding led by Jungle Ventures, a venture capital firm, with participation from Wavemaker Partners, Hustle Fund, and iSeed Ventures. This funding allows Dat Bike to continue researching and improving technology for new electric motorcycle models, including the Weaver 200. With a solid foundation and strong backing, Dat Bike aims to become a leading producer of electric motorcycles in Vietnam, with a goal of “greening” the $8 billion 2-wheel vehicle market in Vietnam and the $25 billion market in Southeast Asia. By promoting sustainable transportation solutions, Dat Bike strives to reshape the motorcycle industry and foster a cleaner and greener future for the region. (Datbike, 2020)

III. Context and issue

Vietnam is currently one of the largest consumers of motorcycles in Southeast Asia and worldwide. This consumption has put significant pressure on the environment. According to Mr. Ngo Tri Long, former Director of the Price Research Institute under Vietnam’s Ministry of Finance, “Currently, 70% of pollution emissions are caused by transportation. On 70% of those days, motorcycles emit over 90% of the harmful gasses that pollute the air, and are the main cause of reduced quality of life.” (Thanh Hai, 2021) Therefore, electric motorcycles are a more environmentally friendly solution. In the future, electric motorcycles will soon become a new trend. Datbike was established to address these concerns by eliminating harmful emissions from gasoline-powered motorcycles while conserving Vietnam’s fuel resources and avoiding the risk of depletion of non-renewable fuel sources.

From an economic perspective, the current world gasoline market was affected by various factors such as rising demand due to the upcoming deadline of the EU’s ban on Russian oil imports in Europe; fluctuations in the USD, etc. As a result, gasoline prices increased by approximately 5% per liter. This led to a gasoline crisis in Vietnam, with citizens scrambling to purchase gasoline and exacerbating the country’s fuel shortage, thus driving prices to unreasonable levels that were difficult to obtain. Datbike’s products have been viewed as a saving grace amidst the volatility of gasoline prices. With a Weaver 200 electric motorcycle that can travel 200 km for less than 1 USD (20,000 VND) in electricity fees, citizens no longer need to queue for expensive gasoline. Instead, they can recharge their electric motorcycle at any location that has an electrical outlet.

IV. Design Thinking

Dat Bike’s greatest strength is their Design Thinking approach, which sets them apart from other electric motorcycle manufacturers. Dat Bike has been able to create a unique product by embracing curiosity and openness to ambiguity, contrary to conventional electric motorcycle design. Their electric motorcycles have a high-performance motor that is comparable to or even greater than traditional gasoline-powered motorcycles. Dat Bike’s design breaks the mold of other electric motorcycles on the market, including those from larger manufacturers like VinFast. Instead of a modest or simplistic design, Dat Bike’s electric motorcycles have a classic, adventurous, and edgy style that embodies the brand.

V. Datbike’s business model analysis

1. Value Proposition

A core pillar of Dat Bike’s value proposition is their strong commitment to sustainability. Recognizing the environmental impact of traditional gasoline-powered motorbikes, Dat Bike has embraced electric mobility as a solution. By producing electric motorbikes, they actively contribute to reducing carbon emissions and environmental pollution. This aligns with the increasing global emphasis on eco-friendly transportation options and addresses the pressing need for sustainable mobility solutions. Customers who choose Dat Bike not only gain access to high-performance vehicles but also become agents of positive change, empowering them to make a tangible and beneficial impact on the environment.

 

Dat Bike’s second value proposition revolves around providing a revolutionary transportation solution that surpasses traditional gasoline-powered motorbikes. Their electric vehicles offer comparable power and performance, rivaling their petrol counterparts in every aspect. Powered by a cutting-edge battery manufactured in Vietnam, Dat Bike’s electric motorbikes can achieve a range of up to 100 km while reaching a top speed of 80km/h. Impressively, they can accelerate from 0-50 km/h in a mere 3 seconds (Thanh Vu, 2022). This exceptional performance is further enhanced by the integration of modern technology features, seamlessly accessible through their exclusive mobile app.

 

Furthermore, Dat Bike’s electric motorbikes offer significant cost savings compared to fuel-powered alternatives. Users can save immense fuel expenses and lower maintenance costs, making their electric bikes an economically sensible choice. While the initial purchase price may not be the most budget-friendly, Dat Bike offers a strategic choice for consumers who prioritize long-term operational savings.

 

With the positive environmental impacts, exceptional performance, extended range, technological innovation, and cost-effectiveness, Dat Bike’s value proposition presents a compelling case for consumers seeking a superior and environmentally conscious mode of transportation. The combination of power, efficiency, and sustainability positions Dat Bike as a game-changer in the market, offering a compelling alternative that outperforms traditional motorbikes while reducing the ecological footprint.

2. Customer segments

Because the value that Datbike wants to provide is creating eco-friendly products for customers, in addition to bringing novel experiences to transportation users, there will be main customers segmentations equivalents to Datbike’s value propositions including:

• Eco-conscious Consumers: Individuals who are environmentally conscious and interested in reducing their carbon footprint may prefer electric motorcycles as a sustainable alternative to traditional gas-powered motorcycles.
• Tech Enthusiasts: Electric motorcycles can be a great option for riders who are known for being technologically savvy and embracing new technologies. Electric motorcycles are a relatively new technology that incorporate innovative features such as fast charging times, regenerative braking, and digital interfaces, which could appeal to this demographic.
• Economically-Minded: Electric motorcycles can be a more economical choice in the long run, as they require less maintenance and have lower operational costs than traditional gas-powered motorcycles. People may use electric motorcycles as an efficient and cost-effective way to navigate through traffic and pay less for parking and maintenance.
• Delivery and Ride-hailing Riders: With the boom of e-commerce and ride-hailing industry in Vietnam, delivery and ride-hailing riders have become an integral part of the market. Dat Bike’s electric motorbikes provide an ideal solution for the riders who need efficient and economical vehicles for their work. The electric bikes offer lower operating and maintenance costs and contribute to reducing pollution, aligning with the preferences of many riders.
• Shared Mobility Providers: In recent years, shared mobility platforms such as Grab, Be, Gojek have gained popularity in Vietnam. Dat Bike can target this customer segment by offering electric motorbikes for use in shared mobility services. They can purchase or lease electric motorbikes from Dat Bike to add to their fleet of vehicles. They acquire the bikes to offer electric bike-sharing services to their customers, leveraging the performance, sustainability, and cost advantages of Dat Bike’s products.

3. Customer relationships

Dat Bike has demonstrated a strong focus on building and maintaining relationships with their customers. One notable example of their customer relationship efforts is the dedicated Facebook group called “Dat Biker,” which serves as a community platform for individuals who are, have used, or are interested in Dat Bike’s products. With a significant membership of 21.7 thousand members, the group showcases the size and engagement of Dat Bike’s customer community.

 

The high frequency of interaction within the group, evidenced by the 136 posts published in the last month alone, highlights Dat Bike’s commitment to fostering active communication and engagement with their customers. By facilitating discussions, addressing inquiries, and sharing relevant updates, Dat Bike has effectively nurtured a vibrant community of enthusiasts and loyal customers. Through establishing direct communication channels with customers, the company can also gather feedback and insights to improve their products in the future.

 

Furthermore, Dat Bike’s customer relationship efforts extend beyond the online community. They have implemented warranty policies to provide customers with assurance and peace of mind regarding the quality and reliability of their products. By offering strong after-sales support and standing behind their offerings, Dat Bike reinforces their commitment to customer satisfaction and loyalty.

4. Channels

Currently, Dat bike has 2 main buying platforms, which are direct purchases at designated stores and online purchases.

For direct purchases, Datbike currently has 3 branches and stores in 3 big cities: Hanoi, Da Nang and Ho Chi Minh City. Customers can go to these stores and make direct purchases as well as in-store transactions.

For online purchases, customers can easily order products through Datbike’s website or app. After completing the payment transaction, Datbike will support the delivery to the customer’s home or the buyer can go to the store systems to pick up the motorbike.

5. Revenue streams:

DatBike could have several revenue streams which may include:

• Sales of Electric Motorcycles (70%): DatBike can generate revenue through direct sales of electric motorcycles, either through their own online store or through a designated store as mentioned.
• Service and Repairs (5%): DatBike can offer customers maintenance and repair services for their electric motorcycles, generating revenue from labor and replacement parts.
• Accessories and Spare Parts (5%): DatBike are selling accessories and spare parts for their electric motorcycles through their online store or retail channels such as helmet, shirt, etc.
• Licensing Agreements (5%): DatBike could also generate revenue through technology licensing agreements with other companies, allowing them to use DatBike’s electric motorcycle technology in their own products.
• Rental Services (15%): DatBike could also offer electric motorcycle rental services, generating revenue from hourly or daily rental fees.

 

DatBike’s revenue streams are likely to be diverse, relying on a combination of sales of electric motorcycles, maintenance services, accessories, subscription and licensing agreements as well as other innovative methods that capitalize on their core competencies and unique capabilities.

6. Key activities

1. Research and Development:

Dat Bike focuses on research and development (R&D) to enhance their product offerings, aiming to improve features, performance, and affordability. Through ongoing innovation, they stay at the forefront of electric motorbike technology, delivering cutting-edge solutions that meet customer needs.

1. Manufacturing and Quality Control:

Efficient manufacturing and quality control processes are crucial to Dat Bike. They maintain control over production to ensure high standards of quality. In 2022, their monthly vehicle production capacity reached 1000 units, aligning with customer demand. This focus on manufacturing excellence builds their reputation for innovative and reliable electric motorbikes.

1. Marketing and Sales:

Dat Bike recognizes the importance of effective marketing and sales strategies in reaching their target audience and driving customer acquisition. By leveraging various channels and marketing techniques, such as digital advertising, social media engagement, and partnerships, Dat Bike maximizes their reach and visibility among potential customers. To showcase their features and benefits in a visually appealing way, Datbike hired various famous TikTok KOL in the technology and transportation fields such as Tan Mot Cu, Hai Trieu and Duy Tham to review their newest products – Weaver ++ (Quang Vu, 2022). These influencers have contributed to bring Datbike’s name to more people and raised brand awareness among the community.

Additionally, they employ sales strategies that are tailored to their target market, ensuring that potential buyers have access to the necessary information and a seamless purchasing experience.

7. Key resources

DatBike key resources might include:

• Human resources: Talented and skilled individuals are essential for DatBike’s success. They need individuals experienced in research and development, engineering, manufacturing, marketing, and sales.
• Technical resources: Dat Bike possesses technical expertise in electric motorbike technology and battery systems, enabling them to develop innovative and efficient products.
• Intellectual properties: Datbike’s product designs are unique, so owning product copyrights is extremely important in preventing other businesses from stealing ideas.
• Factory and facilities: They have their manufacturing facilities equipped with the necessary equipment and resources to produce their electric motorbikes.

8. Key partners

Suppliers and Manufacturers: ensure the availability of high-quality components and materials for electric motorbike manufacturing.

 

Technology Partners: contribute cutting-edge features and functionalities to Dat Bike’s electric motorbikes, such as advanced battery systems, motor engineering, and smart connectivity solutions.

 

Financing and Investment Partners: provide crucial financial support and investment capital for research and development, manufacturing, marketing, and business expansion.

 

Strategic Alliances and Collaborations: These partnerships with organizations, institutions, and industry stakeholders offer regulatory support, access to resources, knowledge sharing, and industry insights. For instance, the collaboration with Gojek enhances product visibility and usage, driving higher adoption rates and market penetration.

9. Cost structure

• Manufacturing Costs: Expenses for producing electric motorbikes, including raw materials, labor, equipment, and facilities.
• R&D Costs: design, engineering, testing, and innovation, aiming to improve features, performance, and affordability.
• Marketing and Advertising Costs: digital marketing, social media advertising, influencer partnerships, and other promotional activities.
• Sales and Distribution Costs: salaries, commissions, distribution channels, and dealership networks.
• Support and Customer Service Costs: customer service representatives, warranty management, spare parts, and maintenance.
• Operational and Administrative Costs: rent, utilities, staff salaries, compliance, IT infrastructure, and other overhead costs.
• Partnerships and Collaborations Costs: agreements, licensing fees, and shared investments.

VI. Market potential

1. Scalability

Dat Bike has set the goal of expanding its business to neighboring countries in Southeast Asia such as Thailand, Indonesia, Malaysia, and the Philippines within the next 12-18 months, with the aim of converting 250 million gasoline motorcycles in Southeast Asia into electric motorcycles, thereby increasing the market share for the electric motorcycle industry. Once this goal has been achieved, Dat Bike plans to expand to other continents within the next 2-3 years in not just within Asia.

Currently, Dat Bike is in the process of researching and integrating new features for its app to provide users with the most complete product experience, including security for the motorcycle. In addition, new motorcycle models are in the testing and trial stage, promising to have many new features including voice control linked to Amazon’s Alexa virtual assistant and GPS alerts in case of any issues or safety concerns, providing a shortcut to call Dat Bike’s customer care hotline for complaints and customer care, as well as designing an automatic algorithm to contact a pre-set close contact in case of an emergency.

Dat Bike’s upcoming motorcycle line will upgrade its existing strengths and replace the weaknesses of previous models. Specifically, the Weaver++ is currently the most powerful electric motorcycle in history, with a range of 200 km and fast charging time of just 20 minutes, achieving a maximum speed of up to 90 km/h in just 3 seconds to reach a speed of 50km/h, something previously only seen on gasoline motorcycles. The upcoming product will need to surpass this advantage by increasing its maximum speed to 150 km/h, with a long-lasting battery that can travel 300 km and fully charge in  only 25 minutes. Although the research and testing of this product is expected to take another year before it enters the phase of production and use, Dat Bike has opened up new doors in technology and removed concerns about greenhouse gas emissions.

Dat Bike is expected to expand further into the electric off-road vehicle market in the next phase of product development, after maintaining its position as one of the leading electric motorcycle distributors in the country. The focus will be on producing electric off-road vehicles with equivalent functionality and improved terrain coverage, addressing the shortcomings of previous models where this feature was limited and not effective.

2. Profitability

According to revenue reports from 2022, Dat Bike’s revenue growth would remain consistent at about 10% on the next several years, with a projected net income for 2023 of nearly $7 million and a cost structure making up only 27% of total revenue. Additionally, using the CAPM model to calculate the weight of return of investment, Dat Bike’s figure of 17.5% exceeds the expected return on the market, demonstrating that despite environmental risks, Dat Bike still maintains a higher rate of return compared to the industry standard.

3. Crowdfunding

According to a recent report from Thanhnien.vn, in November 2022, Dat Bike successfully raised $8 million in funding in November 2022, bringing the total amount of raised capital up to $16.5 million, led by Jungle Ventures (Hoang Lam, 2023). This figure exceeds VentureCap Insights’ estimated valuation of $32 million from previous investment rounds. Big names that have invested in Dat Bike include Jungle Ventures, GSR Ventures, Delivery Hero Ventures, and other companies that invest in early-stage technology companies.

4. Competitor analysis

2020 electric motorcycle market share table in Vietnam

 

Currently, Dat Bike has yet to capture a large market share due in part to the unconventional design of their motorcycles that have not met mainstream industry standards. Dat Bike plans to design motorcycles that look similar to traditional motorcycles on Vietnamese streets: “Somewhat that even my mom could slay it”. According to Dat Bike’s CEO, Son Nguyen, he believes that Dat Bike’s appeal and competition lies in their technical capabilities rather than their design.

Although foreign brands dominate the two-wheeled vehicle market in Vietnam, local manufacturers have the advantage in the electric motorcycle segment, according to a report by the International Council on Clean Transportation (ICCT). VinFast leads the electric motorcycle market with a 43.4% market share in Vietnam.

Noteworthy competitors of Dat Bike include Gogoro, a Taiwanese electric motorcycle manufacturer, which holds a 3.1% market share in Vietnam, but currently has no manufacturing plant in Vietnam. Traditional motorcycle companies such as Honda, SYM, Suzuki, and Piaggio have not given priority to the electric motorcycle segment, but customers can still choose from cheaper electric motorcycle models from China.

For Son Nguyen, the biggest competitor is still gasoline motorcycles. “I don’t think there has been an electric motorcycle in Vietnam that can compete with gasoline motorcycles in terms of performance, reliability, and price,” he said.

In addition to improving production capacity, Dat Bike’s current challenge is expanding the charging station network, a task that even VinFast has not yet fully addressed.

5. Market positioning and potential

The CEO of Dat Bike has noted that Vietnam is a highly potential market with a population of nearly 100 million and a relatively underdeveloped electric motorcycle market. Electric motorcycles are becoming a trend, with global growth rates of 10% annually, and the market is projected to reach around $60 billion by 2025. Thus, Vietnam’s ecosystem is on par with any other nation. Many countries have already created and heavily developed electric motorcycles, and if Vietnam does not do the same, it will miss the opportunity.

The global electric motorcycle market is expected to increase from 4.093 million units in 2021 to 34.756 million units in 2030, with a compound annual growth rate (CAGR) of 26.8% (MRF, 2023). This is due to factors such as increasing demand for low-emission transportation and government policies that support emission-free vehicles through subsidies and tax incentives. Manufacturers are therefore accelerating the pace of electric motorcycle production worldwide, leading to an increasing demand for electric motorcycles in the market.

Furthermore, there is tremendous potential in the local market. According to the Vietnam Association of Motorcycle Manufacturers (VAMM), the total sales volume of gasoline motorcycles in 2021 was 2,492,372 units, an 8.12% decrease from 2020 and a 16% decrease from 2019. Meanwhile, the domestic electric motorcycle market is growing at a rate of approximately 20% per year, with a consumption rate of around 300,000 units per year, accounting for about 3% of the total motorcycle sales, and expected to increase its market share in the coming years (Hoang Lam, 2023).

The Asia-Pacific market is predicted to experience stable growth due to increasing demand for cost-saving and low-emission vehicles. Meanwhile, the North American and European markets are growing rapidly due to government initiatives and an increasing demand for high-performance passenger vehicles. In the next phase of the company’s development, Dat Bike will seek to expand its electric motorcycle product range to include the Southeast Asian market and beyond.

VII. Conclusion

In conclusion, Dat Bike’s innovative business model has positioned them as a leading player in the urban mobility revolution in Vietnam and Southeast Asia. Through their unique value proposition, customer-centric approach, and strategic thinking, Dat Bike has successfully addressed environmental concerns, provided a sustainable transportation solution, and captured the attention of investors and customers alike. With a scalable business model, Dat Bike has ambitious plans for expansion, aiming to convert millions of gasoline motorcycles to electric and increase their market share in Southeast Asia. Their focus on research and development, manufacturing excellence, strategic partnerships, and effective marketing and sales strategies has positioned them for success.

From Dat Bike’s story, we can clearly see the power of innovation, sustainability, and customer-centricity in driving business growth and revolutionizing the urban mobility landscape.

VIII. References

Dat Bike, Google (2020) About Datbike. Available at: https://dat.bike/en/blogs/dat-bike-blog/cau-chuy%E1%BB%87n-dat-bike

 

Thanh Hai (2021) Muốn sống xanh, cần cả phương tiện giao thông xanh. Vietnam Register – VR, 4 May. Available at: http://vr.gov.vn/vn/tin-tuc-su-kien/duong-bo–duong-sat/muon-song-xanh-can-ca-phuong-tien-giao-thong-xanh-9392.html

 

Thanh Vu (2022) Dat Bike ra mắt xe máy điện mới giá gần 66 triệu đồng, ngay khi vừa được rót 8 triệu USD. Vietnambiz. 5 December. Available at: https://vietnambiz.vn/dat-bike-ra-mat-xe-may-dien-moi-gia-gan-66-trieu-dong-ngay-khi-vua-duoc-rot-8-trieu-usd-202212571753298.htm

 

Quang Vu (2022) KOLs nói về Dat Bike Weaver++: Đẹp hơn, mạnh mẽ hơn, bền bỉ hơn. Kenh 14. 16 December. Available at: https://kenh14.vn/kols-noi-ve-dat-bike-weaver-dep-hon-manh-me-hon-ben-bi-hon-20221216140037397.chn

 

Nam Khanh (2022) Founder Dat Bike: Ở thời điểm này, lợi nhuận với chúng tôi không quan trọng. Vietnambiz. 26 December. Available at: https://vietnambiz.vn/founder-dat-bike-o-thoi-diem-nay-loi-nhuan-voi-chung-toi-khong-quan-trong-2022122317299933.htm

 

Hoang Lam (2023) Thị trường xe máy Việt Nam 2022 tăng trưởng dương nhưng đang dần bão hòa. VnEconomy. 17 January. Available at: https://vneconomy.vn/automotive/thi-truong-xe-may-viet-nam-2022-tang-truong-duong-nhung-dang-dan-bao-hoa.htm

 

MRF – Market Research Future (2023) Electric Motorcycle Market Projected to Reach USD 17.21 billion, with a CAGR of 11.90% by 2030 – Report by Market Research Future (MRFR). GlobeNewswire. 2 May. Available at: https://www.globenewswire.com/en/news-release/2023/05/02/2659345/0/en/Electric-Motorcycle-Market-Projected-to-Reach-USD-17-21-billion-with-a-CAGR-of-11-90-by-2030-Report-by-Market-Research-Future-MRFR.html