Cowboy is a brand new e-bike startup from founders of Take Eat Straightforward

Fundings and Exits



De-cloaking as we speak is a brand new startup from two of the founders of defunct meals supply firm Take Eat Straightforward. Dubbed Cowboy, the corporate is constructing a brand new digital bicycle that it claims will tackle points which have traditionally stopped e-bikes from turning into a “absolutely fledged mobility answer”.

“We haven’t launched but,” Cowboy co-founder Adrien Roose tells me. “We’re nonetheless solely specializing in product improvement. After six months of design, engineering and industrialisation, we now have a primary absolutely useful prototype. We are going to maintain iterating on the product within the coming months, with the target to launch early Spring 2018”.

Particularly, the Cowboy bike goals to raised earlier e-bikes when it comes to pricing, product design, and expertise — with the broader mission to “enhance city mobility by rising the recognition of electrical bikes”.

Key options embrace what Roose says is an intuitive and computerized motor help, a detachable semi-integrated “sensible battery,” and an app to show the bike on and off and assist theft detection, together with GPS monitoring. As well as, Cowboy plans to supply distant troubleshooting and software program updates.

The distribution mannequin of Cowboy is a traditional on-line play, too. The startup says it’s going to promote the e-bike via direct channels, permitting for “disintermediated” pricing of €1,399.

“As a digital native vertical model, we’ve developed our personal expertise, permitting us to regulate each product design and manufacturing value. To develop a reference to our clients, and decrease costs, we’ll solely distribute our product via direct gross sales channel,” provides Roose.

Cowboy’s different founders are Karim Slaoui, who together with Roose beforehand co-founded Brussels and London-based Take East Straightforward, an early Deliveroo competitor, and Tanguy Goretti, who was beforehand co-founder and CEO of Djump, an early competitor to Uber Pop in Europe.



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