LibrarySolé Bicycles Small Business LibraryExploring the Secondary Market for E-Bikes: Opportunities for Solé Bicycles

Solé Bicycles Small Business Library

To View Full Case Details.

Register Now
Already Have an account? Log In

Exploring the Secondary Market for E-Bikes: Opportunities for Solé Bicycles

Last Updated: 03/27/2026

Case Organization

Solé Bicycles

https://www.solebicycles.com

Venice Beach, CA, USA

1-10

Case Contributors

Case Disciplines

Corporate Social Responsibility Customer Service & Account Management Data Management Growth Strategy Market Research Product Design & Development Sales & Business Development

Skills & Expertise

Brand Positioning Business Model Development Certified Pre-Owned Strategy Circular Economy Strategy Competitive Analysis Consumer Behavior Analysis Customer Engagement Strategy Customer Experience (CX) Strategy Customer Segmentation Digital Marketing Strategy KPI Development Loyalty & Retention Strategy Market Research Messaging Strategy Partnership Development Pricing Strategy Product Lifecycle Management Quality Assurance Processes Refurbishment Strategy Revenue Stream Identification Sales Strategy Secondary Market Analysis Service Operations Design Social Media Strategy Sustainability Strategy Trade-In Program Design Trend Analysis Value-Added Service Design Warranty Program Design
Background & Objective

The challenge or opportunity you are trying to address for the organization.

With the e-bike industry continuing to grow, the secondary (resale) market for e-bikes is becoming a significant space for both consumers and brands. This market offers an opportunity for Solé Bicycles to extend the lifecycle of its products, reach new customer segments, and support sustainable transportation practices.
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on circular economy strategy, secondary market innovation, and sustainable business model design. Students will explore how Solé Bicycles can capture value beyond initial product sales by participating in the resale ecosystem while strengthening brand loyalty and environmental impact. 

  •  Analyze the structure and growth of the secondary e-bike market, including key trends, platforms, and consumer segments 
  •  Identify the motivations and needs of resale market customers, including affordability, trust, and sustainability 
  •  Evaluate competitive approaches to resale, including certified pre-owned programs, trade-ins, and third-party marketplaces 
  •  Design value-added services (e.g., refurbishment, certification, warranties) that enhance trust and differentiate Solé in the resale market 
  •  Develop viable business models for monetizing resale participation, including revenue streams such as commissions, service fees, and product resale margins 
  •  Explore pricing strategies that balance affordability for consumers with profitability for the business 
  •  Integrate sustainability principles by extending product lifecycles and reducing waste through circular economy practices 
  •  Design customer engagement strategies that encourage trade-ins, repeat interaction, and long-term brand relationships 
  •  Create brand positioning and messaging that reinforces Solé as a trusted, eco-conscious leader in both primary and secondary markets 
  •  Define success metrics (e.g., resale volume, customer retention, participation in trade-in programs) to evaluate impact and scalability
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
Milestone #1
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #2
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #3
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #4
Guiding Questions
Deliverable
Suggested Outcome(s)

Explore the CapSource Case Library

Explore Case Library

The CapSource Case Library helps students explore real-world challenges faced by leading organizations across industries. Each case introduces a practical business or social impact problem and invites students to think critically about potential solutions.

Students can use cases to:

Discover potential career paths and industries
Learn how organizations approach strategy, operations, and innovation
Practice solving real-world challenges
Build a portfolio of real work product that showcase impact

Educators can register and browse the library for free. Upgrade for classroom use to bring experiential learning into your courses through case discussions, assignments, and competitions. The library is constantly growing and used by schools everywhere.

What you get when you upgrade:

Case notes and discussion/facilitation guides
In class presentation slides and teaching support materials
Visibility of student submissions and industry feedback
Evaluation tools and outcomes reporting

Unlock the Full Case

Create a free account to browse case materials, submit custom cases/case responses, and explore ways you can leverage this material to improve classroom engagement and enhance learning outcomes.

Register to View Full Case Details

Register Now

Already have an account? Log In

Educator or organization? Book A Demo