The target audience would have known about the Bike with MS from 2016. Some may have experienced the bike but a lot more of the target would have only heard or read about the bike. So when they received the DIY Manual they would have known the context and value

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The DIY Manual was targeted at pharma companies who provide MS treatment products and the employees of those companies. The book is meant to get pharma brands to build their own bike for use as a training and educational tool, to be displayed in the pharma company’s office space and taken to trade shows, lectures and other industry gatherings. The book itself is also designed to be shared and kept as a coffee table book and left on display in office receptions or waiting areas.