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Introducing

Citybirds.
Move in your own way.

February 2018
Strictly private and confidential
The
Content

INTRODUCTION BY CEO 2
LOG ISTICS 46- 47
INTRODUCTION BY PRODUCT 3- 26
MEDIA ATTENTION 48
PRODUCT DIFFERENTIATION 27
SOCIAL MEDIA STRATEGY 49-51
PATENT & DESIG N REG ISTRATION 28
PRODUCTION & SERVICING 52-56
LICENSING & CERTIFICATION 29
FINANCE 57-59
AWARDS 30
EVALUATION OF CITYBIRDS 60-62
TARG ET MARKET 31- 32
COMPANY TIMELINE 63
COMPETITOR ANALYSIS 33-35
SWOT 64
MARKET SIZE 36
LONG TERM VISION 65
SALES STRATEGY 37-44
CITYBIRDS FAMILY 66
PARTNERSHIPS 45
Introducing
Citybirds
Our journey started from a dream to make pointments and joy, we are doing just fine
some small good things happen in this world today, and the Citybirds family is glad to
today, so that we could abundantly rejoice have a perfectly developed Pigeon scooter
in it tomorrow. We welcome every day with a which is successfully placed on the market
continuous motion and willingness to and is now under mass production. We are
improve, and to try new directions. That is proud of the three new products which are
why we strived to create a vehicle which shortly to be seen on the streets of cities.
could make our motion a happy one, and People an inseparable part of our journey;
prompt ecological thinking. We were just from the first scooter created during our
wondering, whether there could be a better study years - having originated thanks to
vehicle than that driven by your eagerness teachers, students, friends and family mem-
and energy?
One of our key goals since the very
begin-ning was to stimulate people to rely Not Another Grey Bird.
on ecological means of transport. Today,
Citybirds unite colorful and extraordinary
city birds caring for their environment and bers, to a successful kickstarter campaign
the cleanliness of the city in which they live. and the first drive to source investors in
We are happy to exchange our experiences Switzerland, where the first Citybirds team
with the entire world, assisted by the City- gathered together.
birds' units in Geneva, Switzerland and We now have another goal today. We have
Vilnius, Lithuania, where multidiscipline decided to participate in Seedrs platform,
experts attempt to develop a new vision of where you, our followers and supporters, may
micro-mobility, which would contribute to become the main investors of Citybirds and
the creation of a cleaner, calmer, more sus- directly contribute to our future.
tainable and healthier society, and the Since the outset, Citybirds have been
entire planet. followed by people whose support alone Citybirds Sarl
Regardless of the combination of disap- would evolve into our mutual expectations. Ignas Survila
Ceo/Founder/Designer

2
Problems.

Traffic Jams Last Mile Compactness


One commuter wastes a On average a person wastes 30 Bicycles have to be parked,
full week in traffic jams minutes every day on his "last mile" can be stolen and take lots
every year. walks that have to be taken from of space at home.
the far parking or car charging
station to the final destination.

Parking Walking Distance


Today cities' centers are terrible Walking is simply too slow
for parking. It's either very for today cities' distances.
expensive or no space at all.
Introducing
Citybirds

Designing, developing and producing unique


eco-mobility solutions for colourful city
commuters around the globe.

3
Pigeon is a kick scooter of minimal design The kick scooter’s handle is composed from
where all unnecessary extras have been natural wood, creating an admirable aes-
rejected. With this in mind we have been able thetic view and suggesting an overall pleas-
to design and produce a fresher, lighter prod- ant experience (organic to touch). The
uct totalling a mere 3.3 Kilo's. handle and the foot plate are duly treated
For now, the comparison with competitor to resist any outdoor weather conditions.
products has revealed the Pigeon The initial choice of orange as the colour of
kick scooter to be the lightest the scooter was prompted by intuition and
product on a market. Its uniqueness the modern world in which we live. In addi-
lies in a potential to be compactly tion to this initial design aspect, the
folded with a single movement of increasing potential and development of the
the foot. Using only a click of your product have revealed numerous advantag-
foot on the cleverly designed lever - es of the chosen colour; such as its unique-
located in the scooter's casing - ness, flamboyance and visual stimulation.
the vehicle becomes fully collaps- For this reason we introduce five exciting
ible. In addition to this, the wooden new bright colours to our collection, for
foot plate has an extra function to each individual user to enjoy, depending on
aid braking. With a simple click of their own personal preferences and lifestyle
your heel the brakes are applied. choices.

4
The foot plate is made from a single, solid,
plywood unit, which also doubles as the
vehicle's braking function. In the rear part of
the plate we have integrated a metal compo-
nent which enables the use of the brake. This
ensures that the Pigeon becomes more
attractive and comfortable to use.

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6
7
AC C ESSO RI ES
Style: Lina Bernotaitytė
Photos: Tautvydas Rasiulis

The Citybird's accessories are board has not been accidental.


an integrated and integral part Key criteria in choosing this
of our brand. Our attempts to material includes the potential
create a variety of products to for personalisation and applica-
match the unique demands of tion in a variety of patterns,
urban dwellers (ranging from presentability and lightness.
children to adults) rather than With no extra effort this fea-
concentrating on a single prod- ture allows for ease of display -
uct, seek to maximise our store windows, in house, special
expansion in the market and occasions etc. - making City-
create the attraction of the birds products instantly and
largest possible number of com- visually appealing to all. One
mitted users who rely on envi- additional feature offered by
ronmentally friendly modes of Citybirds is a car-trunk case
transport and are committed to specially designed for the for
becoming an integral part of an the uniqueness of the scooter's
ecological and sustainable shape and design. Together with
mobile future. For this reason we our attempts to ensure the
offer accessories which enhance expansion of our business
the lifestyles of city-birds in opportunities we are searching
their everyday living. for partners and introducing our
A rucksack or luxurious case for ideas intended for the improve-
the scooter's storage and trans- ment and facilitation of the
portation serves as a perfect everyday lifestyle of the urban
and practical addition for longer population. Through this inno-
trips by public transport, and vation we have researched and
also aptly contributes to you developed our products to work
and your family's leisure activi- in tandem with car manufac-
ties with everything you need tures, allowing the Pigeon to
neatly stored in one convenient integrate effortlessly in the
place. The cardboard stand adds consumer's lifestyle and help
2-in-1 functionality i.e. as a them solve the 'last-mile' prob-
functional unit and an excellent lems encountered.
interior accent. The use of card-

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10
The Colibri kick scooter is designed Pigeon. The Colibri kick scooter is also
specifically for children. It is cleverly and supremely light and compact when folded.
uniquely constructed from natural wood. It is ergonomically designed to replicate
the horizontal and vertical frames are the bend of the shoulder, creating an
also wooden with its axes, locking sys- additional and comfortable function in its
tems and interconnecting components of carrying and transportation. Keen obser-
plastic or stainless steel, ensuring the vation of potential users has proven that
materials are combined in a childrens' kick scooters are usually
manner to ensure rigidity and carried by adults and not children. It's for
stability of the product. The this reason that we have added an extra
scooter’s handle and footplate enabling the Colibri to be transported on
are composed of plastic, with the frame of a pram or stroller interacting
the plate-integrated brake seamlessly with the daily routines of
being the same as that of the children and their parents.

11
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13
14
The main criteria behind the design material for its style, stability and
of the Raven scooter was an attempt lightness. Moreover, we designed an
to reinvent and refresh the elemen- orange gap in the centre of the hori-
tary function of an everyday com- zontal frame to enable ease of fold-
modity; making it more visually aes- ing, resulting in a flat-pack shape
thetic, more subtle, more requiring little or no storage space.
user-friendly and easy to use. The The streamlined shape of the Raven
Raven kick scooter folds with a perfectly fits the user’s shoulder
single movement of the foot, and making it easy to transport when
that's it. Its simplicity and folded. Finally, one of our main goals
attention to ergonomic design is to change people's approach
makes it completely comfort- throughout the world towards the
able to use in daily life. Since things which we see as unchangeable
we wanted to expand our target and to replace the constant rush in
group and to create a which we live our lives, with a more
trend which would involve busi- functional and pleasurable process.
nessmen to be a part of this We strongly believe in the ideal of
eco-friendly vehicle movement, creating a better lifestyle for you.
we have chosen carbon fiber

15
16
We carefully designed the orange
gap in the centre of the horizontal
frame to allow the possibility of fold-
ing the whole scooter into a conve-
nient flat-pack stick, requiring little
or no storage space.

17
The unique design of the handle-
bar system enables the Raven to
fold easily into a superbly
space-saving and compact unit.
The handlebar has also been
designed to cover the rear wheel
for locking the scooter in public
when it is not in use.

18
The Eagle kick scooter is designed for equipped with an engine mounted com-
discerning modern adults (between the pactly inside the front wheel. It saves
age of 20 and 40). This kick scooter is space and adds little to the overall
heavier and larger, and its visual charac- weight. The scooter includes a battery
teristics are stricter and more respect- and a distribution unit which energises
able. It is an electricity driven the engine. These are also mounted
scooter with adjusted lights and an beneath the rear of the plate. A push
integrated system for a smart phone button is located on the handle to start
located on the scooter's handlebars. the engine and to energise the scooter’s
Our further intention is to develop a movement, adding to the energy of the leg
mobile application that would muscles. The Eagle scooter is equipped
enable intercommunication among with one disc brake in its rear section. It is
Citybird users. The kick scooter is controlled with a lever on the left handle.

19
E L E CT R I C

20
& unfolds in one second with its “Easyfold” technology.

21
Say helloto the lightest electric scooter
in the world!

22
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Enables comfortable carrying by the user

Making it easier to
carry while in public transport.

24
Control of the scooter’s handle-built-in dashboard will
be possible via Bluetooth connection on your smart
phone. Trip routing will be possible to find the destina-
tion point quickly and to display the destination direc-
tion and selection of the most preferred layout of appli-
cations: be it a clock, weather forecast info, SMSs noti-
fications, Facebook Messenger apps notifications, or
the like.

25
26
Product
Differentiation
Design Quality Impact
The Citybirds design concept is based on keeping Today a lot of kick scooters are manufactured After our thorough research of alternative and
similar visual characteristics for all products in according to a single, standard model which has ecological modes of transport we have come to
order to make them recognisable and intercon- not yet been tailored to perfection enabling it to understand that a kick-scooter can be the
nected. Each individual product is named after a convert into a convenient and aesthetically future instrument for a modern, city transpor-
different bird and reflects the philosophy and attractive product. Considering the future of a tation, and that development of the kick
concept of a particular kick scooter. For example, kick scooter from another aspect, our directive is scooter deserves particular attention. More-
the Pigeon kick scooter is intended for urbanites to improve the Citybirds scooters and attempt the over, environmental sustainability and societal
who group together in the city street, just like elimination of any imperfections, and to reinvigo- impact is fundamental in everything we do -
pigeons, while Colibri is designed for kids resem- rate the marketplace and trigger the revived beginning with the overall development and
bling small city birds. Raven, is a multi-functional, interest of consumers in a kick scooter as a mode manufacture process, and culminating in the
compact and personalized kick scooter which of leisure and lifestyle, plus, to make it more lifecycle of the products which we strive to
saves space, and Eagle is electricity driven scoot- consumer-friendly and easy to use. Quality develop.
er designed for modern forward- thinking adults. continues to be one of our core values.

27
Patents &
Design registrations
Product Status Area Patent No.

Pigeon kick scooter Registered EU Design no. 002630624-0001

Colibri kick scooter Design process – –

Raven kick scooter Registered EU Design no. 003034115-0001

Invention Patent –
Eagle kick scooter –
Process

Citybirds branding Registered LT Registration number 76764

Pigeon branding Registered LT Registration number 73972

Colibri branding Process – –

Raven branding Process – –

Eagle branding Process – –

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Licensing &
Certification
Product Status Area Standard Company License No.

Pigeon kick scooter Homologated EU BS EN 14619 SZHH01020813

EN 71-1
Colibri kick scooter Process – EN 71-2 –
EN 71-3

Raven kick scooter Homologated – BS EN 14619 –

BS EN 14619
Eagle kick scooter Process – –
PWI 00354006

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Awards
Year Title Country

2014 Young Designer Prize – kick scooter „Pigeon” Lithuania

2015 A' Design Award - kick scooter „Pigeon” Italy

2015 Geneva innovations - kick scooter „Pigeon” Switzerland

2015 Core77 Design Awards - kick scooter „Pigeon” USA, LA

2015 Red Dot Concept Design Award- „Pigeon” Singapore

2016 Creative Business Cup - company „Citybirds” Copenhagen

2016 Geneva innovations - kick scooter „Raven” Switzerland

2016 Core77 Design Awards - kick scooter „Raven” USA, LA

2016 Red Dot Concept Design Award- „Raven” Singapore

2017 A' Design Award - kick scooter „Raven” Italy

2017 International Student Design Award Taiwan

national winner

30
Target
Market
Citybirds is designed as an ideal last mile
solution, or a daily commuter vehicle for kids,
millennials and adult city commuters. The key
advantage is that Citybirds have a wide
product segmentation and targets different
markets including kids and fast, rational
thinkers who are passionate for electric
driven mobility.

We mainly focus on big city commuters, living


in multi-storey apartment buildings and who
use public transport on a daily basis. Using
a bicycle can be complicated for this group of
people, therefore the Citybirds scooter
represents a perfect means of reaching a
destination safely, comfortably and in style.

After the first deliveries are made in China in


2018, we will commence producing the scoot-
ers for Europe, with a focus on the local
market and exports to Scandinavia and the
US.

31
Marketing
NeedScope
EXTROVERT

Strong brands are those which have a


strong and clear position in the needscope
model (right). "An example of a clear trade- Engaging Dynamic &
mark is Ikea. Their position is inclusive and Carefree Independent
has a strong team spirit. In the images this Spontanious
is communicated by depicting unmade beds
and crumbly tables. It is authentic and
grounded in the real world, which is particu- Self-assured
Open
larly noticeable in their commercials," says WE- ORIENTATED Approachable
Assertive EGO-ORIENTATED
Karin Sandelin, an experienced semiotician Leader
at TNS.
We tried to position the Citybirds brand in
one of the archetypes in the model (right). Careful
We concluded that Citybirds is a dynamic, Caring Controlled &
spontaneous and open brand. And that’s Sensitive Competent
how we are communicating our products
through all media.

INTROVERT

32
Competitor
Analysis

Our key differentiators are in our innovative


design and sustainable philosophy. The most
relevant competitors on the global market
today are the French startup Kleefer, Glob-
ber, American-Razor and Oxelo- the scooter,
inline skate and skateboard brand from
Decathlon corp. Finally, Swiss company
“Micro” is the highest selling scooter brand
in Europe.

33
Competitor Comparison by product
Citybirds Stands out among the competition through its diversity of product
range, eminent design, added value, uniqueness, user-friendliness and its
lightweight convenience.

Model Pigeon kick scooter Micro White Deluxe TOWN 7 EF 15 Kleefer Pure 180 One K Active Razor A6 Scooter

Segment Adult scooter Adult scooter Adult scooter Adult scooter Adult scooter Adult scooter
Price (EUR)1 154.99 Eur 249.90 Eur 111,74 Eur. 209.00 Eur 186,90 Eur 120,79 Eur
Materials2 Stainless Steel Aluminium Aluminium Aluminium Aluminium Aluminium
Origin Switzerland Switzerland France France France USA
Ownership Start- up Big Enterprise Big Enterprise Start- up Start- up Big Enterprise
Uniqueness Unique parts Standard parts Unique parts Standard parts Standard parts Standard parts
Design value Unique design Standard design Unique design Standard design Standard design Standard design
Weight 4.55 kg 6.7 kg 6.4 kg 5.45 kg 3.1 kg. 5 kg.
EU Standart EN14619 EN14619 EN14619 EN14619 EN14619. N/A
Patent EUIPO 002630624 N/A N/A N/A N/A N/A
Awards 6 Design Awards N/A N/A N/A N/A N/A
Folded 1005 mm x 1030 mm x 1035 mm x 1020 mm x 1020 mm x 1000 mm x
Product 265 mm x 720 mm x 425mm x 210 mm x 210 mm x 428 mm x
Dimensions3 110 mm 330 mm 1065 mm 140 mm 140 m 1067 mm

Status On Sale On Sale On Sale On Sale On Sale On Sale

34
Competitor Comparison by product
Citybirds Stands out among the competition through its diversity of product
range, eminent design, added value, uniqueness, user-friendliness and its
lightweight convenience.

Model Colibri kick scooter MAXI MICRO B1 KIDS' SCOOTER N/A One K Active Razor T3 Scooter

Segment Children scooter Children scooter Children scooter N/A Children scooter Children scooter
Price (EUR)1 109.99 Eur 128,17 Eur 28 Eur. N/A 50,88 Eur 42,39 Eur
Materials2 Aluminium Aluminium Plastic N/A Aluminium Plastic
Origin Switzerland Switzerland France N/A France USA
Ownership Start- up Big Enterprise Big Enterprise Start- up Start- up Big Enterprise
Uniqueness Unique parts Standard parts Standard parts N/A Standard parts Standard parts
Design value Unique design Standard design Standard design N/A Standard design Standard design
Weight 2.15 kg 2.6 kg 1.5 kg N/A 3.1 kg. 2.2 kg.
EU Standart EN 71 CE EN 71 CE EN 71 N/A EN 71 CE N/A
Patent N/A N/A N/A N/A N/A N/A
Restricted use Max 50 kg Max 50 kg Max 20 kg N/A Max 50 kg Max 21.8 kg
Wheel size 145/100mm 120/80mm 122/80mm N/A 120/60mm 122/80mm

Status Under development On Sale On Sale N/A On Sale On Sale

35
Competitor Comparison by product
Citybirds Stands out among the competition through its diversity of product
range, eminent design, added value, uniqueness, user-friendliness and its
lightweight convenience.

E'lution

Model Raven kick scooter XOOTR STREET E'lution EVO Cycon PROTEUS

Segment Luxurious scooter Luxurious scooter Luxurious scooter Luxurious scooter


Model
Price (EUR)1 349.99 Eur 313,12 Eur 379,34 Eur. 499,00 Eu
Materials2 Carbon Fiber Aluminium Aluminium Aluminium
Origin Switzerland USA France Germany
Ownership Start-Up Big Enterprise Start-Up Start-Up
Uniqueness Unique parts Unique parts Unique parts Unique parts
Design value Unique design Unique design Unique design Unique design
Weight 1. 45 kg 5.2 kg 6.4 kg 6,6 kg
EU Standart EN14619 N/A EN14619 EN14619
Patent EUIPO 003034115-0001 N/A N/A N/A
Awards 5 Design Awards N/A N/A N/A
Folded 1005 mm x 1030 mm x 1035 mm x 1020mm x
Product 265 mm x 720 mm x 425mm x 440mm x
Dimensions3 110 mm 330 mm 1065 mm 999mm

Status Under Development On Sale Under Development Under Development

36
Competitor Comparison by product
Citybirds Stands out among the competition through its diversity of product
range, eminent design, added value, uniqueness, user-friendliness and its
lightweight convenience.

Model Eagle kick scooter E-Micro One Oxelo Klick Kleefer E-Pure N/A E100 Glow

Segment Electric scooter Electric scooter Electric scooter Electric scooter N/A Electric scooter
Price (EUR) 1
949.99 Eur 961,47 Eur 515,05 Eur. 999,99 Eur N/A 279,99 Eur
Materials2 Carbon Fiber Aluminium Aluminium Aluminium N/A Aluminium
Origin Switzerland Switzerland France France N/A USA
Ownership Start- up Big Enterprise Big Enterprise Start- up Start- up Big Enterprise
Uniqueness Unique parts Standard parts Unique parts Standard parts N/A Standard parts
Range (km) 15 10-15 10-15 15 N/A 40 min.
Weight 7.65 kg 7.5 kg 6.4 kg 10.8 kg N/A 18.9 kg.
EU Standart EN 71 CE EN 71 CE EN 71 CE EN 71 CE N/A N/A
Patent N/A N/A N/A N/A N/A N/A
Awards N/A N/A N/A N/A N/A N/A
Battery 36V 3Ah N/A 36V - 6Ah 36V5,8A N/A 24V (two 12V)
Folded 1005 mm x 1030 mm x 1035 mm x 1020 mm x
Product 265 mm x 720 mm x 425mm x 210 mm x N/A 37" x 16" x 42"
Dimensions3 110 mm 330 mm 1065 mm 140 mm

Status Under development On Sale Under development On Sale N/A On Sale

37
International
Markets to expand

5% 15% 5% 15%
5%
5%

90% 85% 75%

2018 2019 2020

5% 5%
10% 10%

40% 40%

45% 45%

2021 2022

– Canada

– Asia

– Europe

– USA

39
Sales
Unit
Pigeon Colibri Raven Eagle Pigeon accessories*

11,000.00
10,000

9,000.00
8,000 8,000

7,000.00 6,400
6,000 6,000
6,400

5,000.00
4,000 4,000 3,200
3,200

3,000.00
2,000 1,600
1,725
1,600
2,500
800 2,000
1,000.00 1,500
1,000
500
- 170 170 -
(1,000.00)
2018 2019 2020 2021 2022

*Both products will be sold in the same number of units, e.g. in 2018 it's planned to sell 400 units of Eagle, 400 units of Raven, 500 units
of Pigeon sack and 500 units of Pigeon case.

As the first fully developed product, Pigeon very wide range and therefore a higher (comparing 2022 and 2021) . The growth
will be sold in the largest number of units. volume of sales. The growth rate of Colibri rate of Eagle which will be on sale from
The growth-rate of Pigeon units sold is as units sold is as follows: 132% (comparing 2020 will be 148% in comparison with
follows: 100% (comparing 2019 and 2018), 2020 and 2019 ), 50% comparing 2021 and 2021 and 100% comparing 2022 and
50% (comparing 2020 and 2019), 33% (com- 2020) and 33 % (comparing 2022 and 2021) 2021. Working on the assumption that
paring 2021 and 2020 ) and 25% (comparing . The third largest in sales units is the one of our customers buying Pigeon will
2022 and 2021) . The second largest sales Raven kick-scooter with a growth as also purchase the Pigeon case of sack;
units kick-scooter will be Colibri since it will follows: 371% (comparing 2019 and 2018 ), sale volumes as follows: 500 in 2018,
be the second production on sale. Also cus- 1000% ( comparing 2020 and 2019) , 100% 1,000 in 2019, 1,500 in 2020, 2,000 in
tomer segment of Colibri is children with a (comparing 2021 and 2020) and 100% 2021, 2,500 in 2022,

40
How we will
Conquer the market
According to Jean-Marc Groell Traditional Sales Expert

Currently as one of the most innovative


and unique brands in the micro-mobility
field, Citybirds has the ability to further
penetrate the traditional distribution
channels at the international level.

Its well segmented and growing range of


products will allow us to open the doors
of strategic accounts, not only in the
sporting goods business but also at de-
partment stores and high-end bou-
tiques. I will use all my business devel-
opment experience and worldwide sales
network to make sure this will happen.

Jean- Marc Groell


Traditional Sales Expert
30 years of successful international sales
development and product marketing experience
at leading global companies like Skis Dynastar,
Hi-Tec Sports and Columbia Sportswear

41
Comprehensive Sales
Strategy & Directions

B2C
+ Biggest Margin
- S&M Expenses
B2B B2B
USA Sale Agents-
Brand Representitives Small Retail Shops
+ Average margin + Average Margin
+ Termporary contracts - Small quantities
- Small Quantities

B2B
Asia Sale Agents-
B2B
Brand Representitives
Exclusive Retail Shops
+ Average margin
+ Termporary contracts + Average Margin
- Small Quantities

B2B B2B
EU Sale Agents-
Brand Representitives Big Distribution Channels
+ Average margin + Big Quantities
+ Termporary contracts + Global Reach
- Small Quantities B2B - Low Margin

Big Distribution Channels


Exclusive
+ Big Quantities
+ Global Reach
- Low Margin

42
Exhibitions
To participate

Already approved

2018 ISPO
Munich
Plan
Germany

Solid Works coference


USA, Dallas, Texas 2019 ISPO
Munich
Germany

Plan Plan Plan

2018 Eurobike 2019 Eurobike 2020 Playtime


Germany Germany NYC, USA
Creative „Išmani
Business Cup Lietuva”
Geneva Copenhagen Lithuania
Inventions
Plan Plan
Switzerland ISPO Munich
Germany

2018 ISPO 2019 ISPO


Shanghai Shanghai
China China

Adobe Muse
presentation
2016 Geneva
Young Designer San Francisco
Inventions
Prize
Switzerland
Lithuania

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2016 2017 2018 2019 2020


According to our expreience it seems that the best way to grow the
business is to participate at different exhibitions around the
market that we want to enter. From 2016 Citybirds have been
attending different exhibitions or pop-up fairs. Finally, it seems
that the exhibitions in Munich & Shanghai-ISPO and Eurobike
located in Germany are best for us.

43
Advertisement
Channels to follow

Social
Media
Boost

Influencers

Traditional Amazon
Conferences advertising and online
Organic expansion sales in US
to Asia

TV Commercials & Partnerships


Blogs & Social Conferences Organic
Influencers

Amazon Articles &


and online Ads @
sales in EU Newspapers

Ads @
Articles Newspapers
Organic Paid Traditional
ADS

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2016 2017 2018 2019 2020

44
Partnerships
It is rationally understood by us that business
growth is strongly linked with partnership and
cooperation. Therefore, we are in a continuous
search for different ways to improve our busi-
ness and secure its growth. We have already-
conducted a major marketing campaign togeth-
er with the leading software company ADOBE
with the Pigeon scooter appearing on every wel-
come page of the ADOBE MUSE software.

In this case you can see an idea offered by us to


car-makers, to help to integrate the Pigeon kick
scooter into a car trunk, thus facilitating the
consumer significantly in his daily routine and
helping him to solve the “last-mile” problem.

45
Partnerships
With Logistics

46
Distribution
Timeline

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2016 2017 2018 2019 2020

47
60 units of Pigeon & Raven
fits on one EU palette.
1200 x 800 mm.

48
Media
Attention
From the very outset Citybirds has gath- media channels we continue broadcasting exhibitions and conferences across Europe
ered an ambitious fast-growing commu- and boosting a strong message. It has and the United States. We are extremely
nity. Within two years we have engaged helped us to travel the world! We have been happy to engage with more and more
with people and have not been left unno- inundated with attention from top design people and to be seen in the media all over
ticed. The key to our success is a powerful writers, blogs, newspapers, and TV chan- the world. We express our thanks to every
image of innovative design. We continue nels. Moreover, we have had the chance to one of our followers for being n integral
to grow and with the help of the best appear next to the world’s top design part of an extremely important change in
visionaries of the day while participating at eco-mobility design.

“Citybirds ‘raven’
is like the iPhone
of kick scooters.”
-Designboom.

49
Social
Engagement

5234 238 564 1162 1,6k


FACEBOOK PAGE LIKES POST LIKES FACEBOOK PAGE LIKES MONTHLY FB ENGAGEMENT

11 26 1162 6012
DESIGN AWARDS EXHIBITIONS PARTICIPATED CITYBIRDS USERS INSTAGRAM FOLLOWERS

50
How we will
Manage social engagement
According to Domantas Širvinskas Chief of Marketing and social media expert

In CityBirds we take social media serious-


ly. We like to plan, think about all messag-
es in advance, prepare high quality con-
tent in advance and post it with love.
Although social media is an emotional art,
with lots of spontaneous decisions, but it
can only be conducted with the flavour of
good project management. We find social
media crucial for our marketing, CityBirds
scooters are not only for transport, but for
beauty, emotion and for conveying a
strong green message. The same ideas
apply to other communication channels;
events, blog partnerships and paid adver-
tisement. We are happy to have a strong
team of creative, analytical and strategic
birds!

Domantas Širvinskas
Marketing & PR Coordinator
Social media specialist, and founder
of digital marketing school EduMint.

51
Production
& Servicing
Manufacturing is an inseparable part of The highest standards of sustainability practices. We plan our production capaci-
the entire process of our creation. Each and environmental friendliness are ties to include two plants - one located in
“bird” which is “flown” to the market by us among the most critical goals of City- Asia and the other in Eastern Europe. They
is responsibly and carefully tested. All birds. While creating eco-transport we will be delegated responsibility for the
products or accessories must be in con- take responsibility for the philosophy we products' manufacture and supply to the
formity with the Swiss quality standards represent and for the way we achieve the local markets. This will enable us to save
and only then reach the final user. This is results; the mere manufacture of a prod- transportation time and ensure that our
the only way for us to operate and partici- uct is not enough. Our vision in product partners all over the world receive the
pate throughout the entire process, thus manufacture is the minimisation of goods directly from manufacturers in a
ensuring the quality and durability of our pollution to its maximum extent and quick and efficient manner.
products. observance of responsible production

52
Expansion to Eastern Europe

Manufacturing
2019-2022

2.

Timeline
1. Factories In Asia
2016-2019

Key Targets
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better way to produce and consume vehicles from
both financial, commercial and environtmental
perspective.
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Europe and has a production facility to meet that
demand, the cCompany plans to expand to Asia.

Yongkang Manufacturers BRIEFING Workswell Searching for Started to First mass Second mass Third mass Forth mass
Second tryout to manufacture in France Shenzhen partners in make an production in production in production in production in
Dongguan Manufacturers Asia without intermediary. That was Eastern assembly Lithuania / Lithuania. Lithuania. Lithuania.
First tryout to manufacture the second mistake where we finally Signed the Found Europe function in Poland.
in Asia without intermediary. learned and understood that we contract with trustworthy Full-time Lithuania /
That was the first mistake need to work with a mediator or French company, carbon material employed Poland
which did not work well due to have our own team members who
lack of quality. Intermediary who manufacturers engineer and Transffered
control the quality directly in China. started to for our new moulds/tooling
production
supervise our developed manager who from China to
production in ‘Raven’ scooter. started to Lithuania where
Dongguan China. search for new the first
Manufacturers parters in production test
We started to test Europe will be made.
intermediary, french
company called
“Briefing SA” who did
the quality check.

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2016 2017 2018 2019 2020

53
How we will
Manage the production
According to Javgenijus Piurko Manufacturing Expert & Head Of Engineer

For two years the Citybirds team has had


a lot of challenges with developing prod-
ucts and preparing them for mass pro-
duction. We tried a variety of different
factories in Europe and Asia, however we
faced many quality issues and the rea-
sons were very simple-we did not have
the correct intermediary who could follow
the pro- cess and prevent the poor quali-
ty of goods. Eventually we found the cor-
rect partners and now we can manufac-
ture the goods easier. Moreover, our key
aim is to manufacture the products local-
ly, with this in mind we are transferring
manufacturing from China to Europe, so
we can assure the best quality products,
which can be manufactured in sustain-
able and eco-friendly manner.

Jevgenijus Piurko
CTO | Head Of Manufacturing
Expert in mass production
& Head Of Engineering

54
Current
Development Situation

100% 85% 60% 50%

On Sale. Pilot production. Pilot production. Concept Development.


New colours available 2018 May. On Sale available 2018 August On Sale available 2019 March. On Sale available 2020 April.

55
Production
Timeline
03 04 05 06 07 08 09 10 11 12 01 02 03 04 05 06

Seedrs Seedrs Crowdfunding

Factory setup

Sales peak starts


Design Adjustments

Component Orders

Tooling (±50 days)

Test Production (±20 days)

Testing & Adjustments

Production (±50 days)

Assembly

2018 2019
May

July

February

May
Spetember

October

November

December
March

April

June

August

March

April

June
– Seedrs crowdfunding campaign

– Colibri kick scooter (kids scooter)

– Raven kick scooter (carbon fiber)

– Eagle kick scooter (electric)

– Pigeon kick scooter (factory expansion to Europe)

56
Finance
In 2015 we introduced the Pigeon etc.). Lengthy discussions with
scooter to the Kickstarter, investors from different countries
crowd-funding platform. People - have resulted in an agree-ment with
potential customers - donated Mr. Michel Barro, the President of the
money for our idea and got an Swiss Company SWISS-ETIC SA.
opportunity in return to be the first Together with Michel BARRO, the
to receive the future product before co-owner, in Geneva, Switzerland we
it is placed on the market. In our established the company Citybirds
case of the Pigeon, the initiation of Sarl. An immediate objective of the
the Kickstarter campaign concen- Company is to enrich the market of
trated on mobilising society towards environmentally friendly transport
a common idea and verification of with new and yet unseen solutions.
the product demand. The Company’s mission is to place a
The goal has been reached with compact, stylish and quality product
plenty of support received and the on the market for a comfortable ride
sum of money raised exceeding the on city streets, thus stimulating the
targeted amount by several times, adoption of a healthy lifestyle.
plus we gained access to the con- Today Citybirds has evolved into a
tacts of manufacturers and inves- Company with a subsidiary in Vilni-
tors from all over the world (Croatia, us, Lithuania, which has been placed
Russia, China, Canada, Switzerland, in charge of retail distribution in the
We are open to new investors.Email us at:
European Union states and manu-
facture of transport products
intended for coping with short invest@citybirds.lt
distances in the Baltic States.

57
Production cost per unit
& retail price per unit (Eur.)
by product
– Price / unit (Eur.) – Cost / unit (Eur.)

1,000.00 949.99

800.00

600.00
450.00
349.99
400.00

154.99
200.00 109.99 140.00
15.99 41.99
60.00
30.00
3.00 15.00

Pigeon sack Pigeon case Colibri Pigeon Raven Eagle

Products with lowest prices are acces- scooter for children - with a retail price Raven as the luxury kick scooter has a
sories of kick scooters - Pigeon sack of 109.99 EUR. and production cost per retail price of 349.99 EUR. and costing 140
and case. Retail price of Pigeon sack is unit of 30 EUR. The fourth most expen- EUR to produce one unit. The product with
15.99 EUR. and price of Pigeon case is sive product - but as kick scooter for the highest price is the electric scooter
41.99 EUR. Production costs of these adults a product with lowest retail price - Eagle. Retail price - 949.99 EUR and the
two accessories are: 3 EUR and 15 EUR is Pigeon and costing 154.99 EUR. Pro- production cost of one unit - 450 EUR.
accordingly. Then follows Colibri - kick duction costs of one Pigeon is 60 EUR.

58
Gross margin (%)

70%

60%

50% 47%
45%
41%
37%
40% 36%

30%

20%

10%

0%
2018 2019 2020 2021 2022

The average Gross Margin of Citybird each year because of planned extension of
products for the period 2018-2022 is 40% sales channels which means more and more
and compared to competitors it is very kick-scooters will be sold, not directly but in
typical for the kick-scooter and is quite partnership with retailers and distributors.
realistic. The Gross Margin is decreasing

59
Estimated Fair Market
Value Of Citybirds

Fair Market Value EUR 3 Million

Proposed equity share for sale 20%

Equity Crowdfunding Goal € 600 000

60
How we will
Manage the investment
According to Laura Garbenč iūtė-Bakienė audit & finance expert.

After solving the manufacturing, logis-


tics, and quality issues, we’re on the
right track to scale up Citybirds busi-
ness. The priorities now include expand-
ing the product knowledge beyond the
local market, establishing the distribu-
tion network, supported by manufactur-
ing and logistics partnerships. We will
use the investment to continue hiring
the best team to lead these efforts.

Laura Garbenč iūtė-Bakienė


Finance Advisor
Audit and finance professional experienced in assurance
and consulting, implementing best governance, internal
controls and risk management practices, establishing
new operations, leading multifunctional and multi
geographic teams, developing business and partnerships.

61
Use of
Proceeds

We plan to use the raised funds during the period from July 2018 onwards to cover:

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62
Company
Timeline

Citybirds Sarl Funding Open Subsidiary in Team expands Equity Crowdfunding


Registers as a r$SPXEGVOEJOH Lithuania to 4 most Campaign.
Swiss Corporation (Kickstarter) For the reason of needed people
r4IBSFIPMEFSMPBO

Patent of Team expands


Passed Patent of Patent of Patent of
Pigeon scooter to 7 most needed
Homologation Colibri scooter Raven scooter Eagle scooter
professionals
with Pigeon
scooter

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2015 2016 2017 2018 2019

63
Swot
Analysis

Strenghts Weaknesses Opportunities Threats


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r8JEFQSPEVDUTFHNFOUBUJPO r 'VSUIFS SFBDI OFFEFE GPS r'PMMPXJOHFDPNPCJMJUZUSFOET r$PNQFUJUJWFNBSLFU
r(MPCBMSFBDI bigger markets
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64
Long-term
Vision
Citybirds has already taken a leading
role in the global market of the design,
development and sales of kick scooters.
Nevertheless, the biggest advantage
and the highest value of the Company is
that under the banner of Citybirds we
are able to develop numerous different
strategies demonstrating the same
philosophy, mission and values: sus-
tainability, eco/user-friendliness, con-
venience, design added value, purity,
quality, etc. Therefore, in a long-term
perspective we are going to endeavour
to innovate and follow the
eco-mobility trends with our new ideas
of movement. It is important that
within a year of manufacturing, mass
producing, designing, selling and net-
working an innovative Citybirds compa-
ny we have learned many things. The
design and launch of a “simple” product
like a kick-scooter has helped us to
understand the market playground and
analyse the game rules.

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1

2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 2031 2032

65
Citybirds People have been an inseparable part since the beginning of our journey. Today our
team consists of a group of professionals who are passionate about making a huge
change to our society. 1.5 years ago we opened our subsidiary in Vilnius, Lithuania with

Team an idea to open Export/Import paths to the EU and transfer half of the manufacturing
process from Asia to Europe. And that’s how we look today. Join The Team Now.

Ignas Survila Michel Barro Vincent Marbe Jevgenijus Piurko


CEO | Designer Investor | Co-Founder COO | Strategic partner CTO | Head Of Manufacturing
Design lover, pationate inventor. Investor, Enterpreneur, Advisor International problem solver Mechanical engineering &
mass production expert.

Laura Garbenč iūtė-Bakienė Indrė Jašelskytė Domantas Širvinskas Ieva Ščervianinaitė


Finance Advisor CFO Marketing & PR Coordinator Project Manager
Audit and finance professional. Finance and audit specialist. Social media specialist, and founder Executive Assistant
of digital marketing school EduMint.

Lina Bernotaitytė Jean-Marc Groell SEARCHING FOR SEARCHING FOR


Creative Director Traditional Sales Expert Digital Sales | Global Growth Manufacturing specialist
Former fashion editor at one of 30 years of successful international sales International well experienced International well experienced
the most presigious fashion development and product marketing experience digital sales expert including CAC manufacturing expert who
journal- L’officiel at leading global companies like Skis Dynastar, understands mass production
Hi-Tec Sports and Columbia Sportswear

66
The recipient of this presentation agrees to
keep the pictured exterior design confiden-
tial and refrain from disclosing any imagery
of the design, and to take all necessary and
reasonable steps to prevent unauthorised
disclosure or use of any and all of the imag-
ery in this presentation.
“Citybirds SARL”
Rue Joseph-Girard 36, CH-1227
Carouge, Switzerland

ignas@citybirds-scooters.com
www.citybirds.lt/invest

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