
Transcript of Press Conference
Tim Parr - Founder, Swobo
Sky Yaeger - New Managing Director, Swobo Street Bikes
"How To Avoid The Bummer Life" Exclusive Early Announcement
Transcript of Press Conference
Tim Parr - Founder, Swobo
Sky Yaeger - New managing director, Swobo Street Bikes
July 15th, 2006
San Francisco, California
TIM PARR: Thanks for joining us this morning; sorry about the Friday early morning thing but we just finished negotiations during midnight Power Hour. I have a short statement then we’ll open the floor to questions.
SKY YAEGER: (aside) I need another drink.
TIM PARR: Mike, can we get another round here, please…Thank you.
So, here we go…Starting in Spring of 2007, Swobo will be manufacturing and distributing bikes. And as you might imagine Swobo bikes won’t be just any bikes. We will be injecting the same performance design vibe that guides our apparel designs into our bike designs. We at Swobo have a vision of what our bikes will be…we want a bike that will create a quantum shift in the way that young, urban dwellers think of bikes. Throwing your leg over a bike has got to be made “cool”…for a lack of any better word.
SKY YAEGER: Use that business speak we talked about…
TIM PARR: …and we believe these bikes will address a marketplace that is not currently being served, the kind of contemporary urban, non-bike buying market…guys and girls that…well…know style when they see it. How’s that? It all seemed so clear a little bit ago, in my head.
Let’s just say that what we try to do with apparel we’re going to do all over again with bikes: We want to make the bicycle an article of personal expression….like clothes are.
And while I’m feeling confident in Swobo’s abilities to take a vision and turn it into a unique piece of apparel, we don’t know shit about designing bikes. So, in order for us to successfully realize our visions, we have hired the best person available to guide our bike efforts: Sky Yaeger.
-more-
SKY YAEGER: Holy Shit, unbelievable…where’s that martini?
TIM PARR: Many of you are familiar with Sky’s exploits from her years guiding Bianchi North America’s product development. Probably more than anybody, Sky has designed unique urban bikes that have not fit the typical bike industry mold. So, now, officially…I’m pleased to introduce Swobo’s new managing director of Swobo bikes: Sky Yaeger…
SKY YAEGER: Umm…thanks, Tim. Not sure what to say…when do we get an office, you said I’d get a desk.
TIM PARR: Working on it… Let’s turn it around to Q & A. If we could get the lights up that would help…just raise your hand if you're in the audience, and we'll take questions. These lights are like blinding. We actually can't see a thing up here. If you could just state where you're from and your name, that would be great.
SKY YAEGER: Yeah, who are you?
TIM PARR: Okay, Steve? Let's get a mike to Steve down here.
QUESTION: Hey, Tim. Steve Tobin, San Fran Business Times, thanks for the beer. You say that you hope to address an untapped market. Your current distribution channels are somewhat traditional which would appear to be a limiting factor. What are your plans for expanded distribution and who will lead that effort?
TIM PARR: Ahhh…yeah, Sky?
SKY YAEGER: That’s a good question, Steve. To launch the concept, we will work with select retail partners that we consider solid IBD’s with the right mix of customers, as well as incorporate a pretty aggressive online sales model. We hope to initially seed the products and brand through these controlled channels and then expand from there.
QUESTION: Hi, Josh Robin, CoolHunting.com. The market you describe sounds kind of Paul Frank-ish…
TIM PARR: The bikes will be more technical and performance-oriented than the beach cruisers. Think tech, urban, bike, skateboard, cocktails, iPod…Ron Burgundy.
QUESTION: Thanks. Tom Hines, SF Weekly. With both you and Sky being San Fran area residents so long, will these bikes be NorCal specific? Meaning, will they primarily appeal to people in and around San Fran?
TIM PARR: Well, no and yes…how to put this…San Francisco has a long-running and sometimes not-so-serious love affair with the bicycle, both Sky and I have been fortunate to be part of that and that gives us unique perspective as we design the bikes. Just as a bike builder from New England pulls from his or her heritage, consciously or subconsciously, when they design a bike, we expect to have our heritage influence our designs. And, we think that is a good thing. San Francisco is cool, fun, loose…but we also have an appreciation of the finer, more simple things in life, like bicycles.
SKY YAEGER: Good answer… ok, Hurl.
QUESTION: Hi kids, Hurl Everstone, CarsRCoffins.com. Will it perhaps have only one speed?
SKY YAEGER: Don’t know…next.
QUESTION: Hello, Tim Grahl, twentynineinches.com. How about a 29-er…
SKY YAEGER: Perhaps, but we’d call it a 700c…next question.
QUESTION: Hi. Bob Bryant, Recumbent Cyclist News…
SKY YAEGER: Jesus Christ, people…ok, look we’ll do a recumbent, single speed, 29 incher, plus it will work like one of those Trikke scooter things…with Bio Pace.
TIM PARR: What Sky is trying to say is that…is that Swobo street bikes will be driven by design. We see an opportunity to take bikes into what some would consider a more mainstream market, and we’re going to do it from a different angle, a different tact than has been taken before. We don’t know what it will look like, yet. But we know how to find out.
QUESTION: Hi, Dave House, H3 Publications. How do you plan on advertising?
SKY YAEGER: How’d you get in here? No, seriously…next.
QUESTION: Good Evening, Dan Rather, CBS…uh, freelance journalist. Thanks for the beer. Are you making this up?
TIM PARR: Good question, Dan. Yes, everything except for the part about Swobo bikes and Sky Yaeger.
XXX