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Analog Motion

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E-bikes for cities

183%
 - 
Funded 12 Feb 2021
£200,003 target
£369,011 from 660 investors
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Business overview

Location London, United Kingdom
Social media
Website analogmotion.com/
Sectors Automotive & Transport Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 11084148
Incorporation date 27 Nov 2017
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Investment summary

Type Equity
Valuation (pre-money) £9.6M
Equity offered 3.68%
Tax relief

EIS

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Business highlights

  • £2.4m turnover in 2 years*
  • 2,000+ e-bikes on the streets in 400+ cities
  • 2.5x growth year-on-year
  • Featured in retail stores across UK and Europe
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Key features

  • Secondary Market
  • Seedrs nominee min. £14.82 +
  • Direct investment min. £25,000.00 +
  • Pay by Bank payments not accepted

Idea

Introduction

Moving through cities is an activity that is traditionally endured; we believe it should be enjoyed. Electric bicycles allow effortless movement through our urban environments however they are often heavy, expensive and unattractive; we believe they should be lightweight, affordable and beautiful. This was the intention when Nav and Jack launched the AM1 on Kickstarter in 2018, gaining the support of 498 backers.

We recognise the nuances of city living. An e-bike should be lightweight so it can be carried upstairs and have a removable battery so it can be charged indoors. Most trips are under 5 miles (8km), so our e-bikes strike the perfect balance of range, weight and style to power your journey whilst being incredibly fun to ride.

We want more people riding e-bikes, because when our streets are filled with e-bikes they become safer, cleaner and more enjoyable for everyone.

Substantial accomplishments to date

📈 250% growth year-on-year

💰 £2.4m turnover in 2 years*

🚲 2000+ bikes sold to 400+ cities in 30+ countries

🏬 Sold in stores across UK & Europe

🚢 Successfully manufactured and shipped 100% of all pre-ordered bikes in 2020

Monetisation strategy

We will continue to drive revenue via proven methods whilst developing new parallel streams:

🙋‍♂️ D2C sales: proven track record of successfully delivering on crowdfunding campaigns and providing sales & support to riders via our online platforms

🏬 Retailers: increased focus on our Distributor Network with 6-figure agreements in place and further growth anticipated

🚲 Alternative ownership methods: pilot of alternative payment structures to reduce barriers to entry and encourage adoption in new markets

🏦 Government support: strategies in place to further facilitate incentives such as C2W and subsidies available across our core markets

Since the beginning of the epidemic in 2020 Europe has spent €1bn on cycling infrastructure and <2300km of new bike lanes have been built.

E-Bikes were already a major growth segment before 2020, and COVID-19 turbo-charged this trend with a 92% year-on-year rise in e-bikes sold. Europeans are expected to buy 17 million e-bikes per year by 2030.

Use of proceeds

○ Research and development:
Accelerate the development of new products and technologies including a data-driven service platform, custom high-power electronics and mechanical innovation.

○ After-sales & support:
Scale-up our support and after-sales team to allow us to respond to peaks in demand and provide all of our riders with quick, efficient and comprehensive responses and solutions.

○ Top tier talent:
As we scale-up we're hiring engineers, developers and bolstering our executive team with industry experts from advertising, robotics and IoT.

○ Marketing:
Build our marketing and advertising reach to engage new audiences and encourage adoption in the post-covid world.

○ Operational capacity and retail:
Enhance our physical presence and team to deliver growth in the coming years and better serve our riders and communities.

*based on unaudited management accounts

Investor Perks

Key Information

Outstanding debt

Please note the business has the following outstanding debt:

£50k Bounce Back Loan (BBLS) taken out on 28th September 2020.

£95,000 Net sums owed to directors and staff re DLA & Expenses. This will be repaid as and when cashflow allows.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £9,600,114

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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