How was Ziemi actually conceived ?
For my master's degree, I was tasked with designing a solution for an E-bike manufacturer targeting meal delivery drivers in Los Angeles. They often bike in a hurry and in the dark. In L.A., you don't really have bike lanes, so many accidents happen. I figured that cyclists, like artists on a stage, should be in the spotlight. Thus was born the idea for Ziemi, derived from "See-Me."
Of course, the concept of Biomotion is not entirely new in the cycling industry. Reflectors on pedals, in spokes, and reflective clothing have been around for some time. But to be visible, you need a light source. And the moment a car "shines" on you, reaction time is now limited. Ziemi makes you visible sooner because you are illuminating yourself.
Soon I noticed that there was also a demand in the Netherlands for a safer traffic environment. Poor or absent lighting caused the number of traffic fatalities on bicycles to rise to a record high, so I decided to bring Ziemi to the Dutch market. We optimized the business plan and go-to-market strategy at YES!Delft, and Ziemi was then officially patented by Arnold & Siedsma.
To launch Ziemi, we launched a crowdfunding campaign in 2020. This avoided a bank loan and immediately showed whether there was enthusiasm for our idea. Within a month, we sold the first 500 prototypes and raised €36,000. In the debut year we sold 2,000 units.
Traffic psychologist Gerard Tertoolen thinks the idea behind Ziemi is strong. "You are highly visible and see a human being instead of a small light. That's nice for motorists," he explains. "It especially has an advantage up close, because then you can see what the other person is going to do. A cyclist can make unexpected movements and so you see that faster because of such a light." 🤝
Photo from Het Financieele Dagblad 2022
Of course, the concept of Biomotion is not entirely new in the cycling industry. Reflectors on pedals, in spokes, and reflective clothing have been around for some time. But to be visible, you need a light source. And the moment a car "shines" on you, reaction time is now limited. Ziemi makes you visible sooner because you are illuminating yourself.
Soon I noticed that there was also a demand in the Netherlands for a safer traffic environment. Poor or absent lighting caused the number of traffic fatalities on bicycles to rise to a record high, so I decided to bring Ziemi to the Dutch market. We optimized the business plan and go-to-market strategy at YES!Delft, and Ziemi was then officially patented by Arnold & Siedsma.
To launch Ziemi, we launched a crowdfunding campaign in 2020. This avoided a bank loan and immediately showed whether there was enthusiasm for our idea. Within a month, we sold the first 500 prototypes and raised €36,000. In the debut year we sold 2,000 units.
Traffic psychologist Gerard Tertoolen thinks the idea behind Ziemi is strong. "You are highly visible and see a human being instead of a small light. That's nice for motorists," he explains. "It especially has an advantage up close, because then you can see what the other person is going to do. A cyclist can make unexpected movements and so you see that faster because of such a light." 🤝
Photo from Het Financieele Dagblad 2022