CLIENT BRIEF

Client background?

99 Bikes is an Australian bicycle retailer and since opening its first shop in Brisbane in 2007 now has stores all around the country. Backed by travel agent business Flight Centre, 99 Bikes is a well-resourced and active member of the cycling community. Their growth to date can be attributed to an increased interest in personal fitness as well as specific interest cycling activities as well as commuting. 99 Bikes operate in the segment between the cheap bikes from K-Mart and below the specialist privately owned shops and sponsored brand shops e.g., Trek, Giant, Specialized.

99 Bikes range product in-store and online across all areas of cycling including:

• Mountain, Road & Bmx Bikes
• Electric Bikes & Scooters
• Kids bikes and Scooters
• Accessories & Clothing
• Servicing and maintenance

Mission Statement: The world's most approachable bike shops.

Website:https://www.99bikes.com.au/

What is their main business challenge?

99 Bikes would like to understand how they can best position their business in the post COVID19 business environment over the next 5 years. This could include but not limited to, environmental factors such as changing orking arrangements (work from home), online shopping and e-commerce.

Who is their target audience?99 Bikes have multiple customer groups ranging from families with kids wanting to ride in the park to cycling enthusiasts comfortable spending in excess of $5K on their bike. They like to keep active and participate in sustainably responsible activities that also help to keep them healthy. Activities could include:

• Mountain biking at one of dedicated locations.
• Participating in a sponsored event.
• Riding on the bike paths around the city.
• Riding on one of the rail trails e.g BVRThttps://www.brisbanevalleyrailtrail.com.au/
• Training at home for general fitness.

What is a useful business insight to know?Riding bikes is more than just riding the bike. It is about joining a community who share the same interests. Therefore, it is about relationships and interaction. This starts at the bike shop.

QUESTIONS ARE:

Develop recommendations for the business

Provide two (2) recommendations as to the uncertainties that could affect the business in the next 5 years. Justify why they are important. This is not to solve the business challenge, but to provide a direction of where further investigations can be made.

SHOW THE FOLLOWING STRUCTURE

Internal business context

• Business ownership and structure
• Industry and core product/services
• Customer profile
• Competitor profile
• SWOT analysis