Running Head: BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

Business Proposal for Re:cycles: Bike Sales & Services, USA

908A Spring Garden Street

Greensboro, NC 27403

Merrit White, Owner

Wheelimert@gmail.com
1-336-420-2569

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

Table of Content

1.

Executive Summary ...... 3

2.

Organization.. 4

3.

Product... 5

4.

Customers.. 8

5.

Competitors ... 9

6.

SWOT Analysis 10

7.

Market Opportunity Analysis

.. 14
8.

Market Description 16
a.

Basic characteristics

b.

Economic Environment

c.

Political & Legal Environment

d.

Cultural Environment

9.

Market Entry mode18

10.

Marketing...........................19

11.

Staffing and sourcing.20

12.

Appendices, references...21

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

1. Executive Summary
Re:cycles: Bicycle Sales & Service is an organization in the U.S.A. It is a small
American private company majoring in repairing and selling bicycles. Furthermore, the team of
Re:cycles is trained to build custom-bikes that fulfill the needs of the riders. On top of that,
Re:cycles accepts old bicycles as donations in order to either refurbish them (if possible) or to
get the metal parts melted down to be re-used. Re:cycles is running its business in an ecological
and green manner.
The major service offered by Re:cycles is to repair bicycles for customers, and to sell
used bicycles (after being cleaned up and repaired). The company is also interested in expanding
into the bike accessories market. Among accessories includes things such as helmets, lights,
tires, air pumps, seats, tire tubes, bike baskets/towing equipment, and bike locks. What make
Re:cycles special and outstanding? The high-quality bicycles it offers at a very reasonable price
makes the company standout from other competitors.
Since Re:cycles provides services (bicycle maintenance) and products (new/used bicycles
and accessories), the users of those products and services are those who are fed up with daily
care traffic jams. They want to buy their own freedom for a short trip, along with professional
bicyclists as well as recreational users. Organizations employers and employees can be users of
the bicycles as well.
The market characteristics research will be based on the following assumptions:
Demographics: People aged eighteen to forty five years old local and ten to seventy five on The
Netherlands who are doing bicycling for transport, exercise, or their own needs.

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

Our suggested markets to focus on will be Utrecht in The Netherlands. We selected this
as our market since it is a decent sized city where we can enter and expand accordingly.
Our competitors in the US are Bikesales.com, Revolution cycles, Higgins Cycle Shop,
Rei and Performance bike. However, all of the them do not market in The Netherlands so we
want to expand internationally gaining a larger customers base. Our competitors in The
Netherlands are Cycle trend located in Utrecht since they have the related characteristics are
Recycling bikes.
The best entry mode for this company would be a joint venture with a pre-established
local business in the Netherlands. For instance, Wheels Tweewielers located in Utrecht.
To successfully promote our products and services, the company will follow a marketing
plan, which focuses on spreading awareness of green environmentalism between all parts of
society.
As modern technology is part of our daily lives and the Internet has become one of the
basics, sourcing and staffing are no longer a complicated matter. However, they should not be
taken for granted. Covering all of the possibilities of hiring staff and finding the talent will
boosts this project and make it outstanding.
2. Organization
Re:cycles: Bicycle Sales & Service, U.S.A. is a small business that sells custom made
bicycles and also provides bicycle repair services. This company is located in Greensboro, North
Carolina. It has one location and includes two full-time and three part-time employees. It is a
private company that was established by Merrit White in March of 2005. Since then, Re:cycles:
Bicycle Sales & Service has mostly used word of mouth to reach their audience in Greensboro

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

("Re:cycles: Bicycle sales,"p. 1,2).

The company is vastly popular in the local community and makes respectable revenue of
about $350,000 annually. A minor repair takes about fifteen to thirty minutes whereas major
repairs may take weeks. The price range of the companys products is reasonable ranging from
$500 to $3000 so the customers are ready and able to pay the amount. Also, the company staff
are friendly and always ready to provide assistance. The company is not just oriented to making
income but also to doing good in the world, because their focus on recycling helps the
environment. According to the Department of Natural Resources (DNR), for twenty years,
peoplethrew out everything from toothpaste tubes to old TV sets, food scraps to bags,
computer games to oil filters ("What a waste?," ). This was a huge waste of potential resources.
Now people can recycle and make better use of those items in their lives with the help of
companies like Re:cycles, who recycles bicycle parts. Re:cycles bikes are very creative since
they are not only thinking about repair and selling, but also about how to make the environment
safe and healthy. For instance, the company sends the things they do not reuse to an organization
where they can melt the bicycle and reuse the metal in new ways. They also want to expand
globally by modeling recycling habits and showing that recycling can still be profitable
("Re:cycles: Bicycle sales,"p.1,2)
3. Product
The store has a huge variety of custom and second hand bicycles, either remade from
donated bicycle parts or just upgraded to present-day standards. The company can sell custom
made bicycles built to order within a week. Each bicycle order can vary; the wheels, handlebars,
gears, seats and frames can differ in size and amount. Customers can also select their own color
and material preferences. In addition, the company does repairs that range from $80 to $250.

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

They also sell a variety of new bicycle brands including Banshee, Black Market, Eastern,
Kona, Moots, Surly and Yeti ("Bikes,), all well-known bicycle brands that offer mountain
bicycles, street bicycles and travel bicycles. Among the brands, the most popular is Kona, a highquality bicycle for serious cyclists who strive for good performance. The estimated cost for Kona
would be around $3,000. The second best known product is Yeti, which cost about 3,500 to
4,000.
According to ibike.org, since the 1950s bicycle rates have expanded as indicated in the
chart below. This shows that the bicycles are important products to be expanded among the
customers. Expansion could be made outside the community, online, and into accessory products
such as helmets and handlebars ("Bicycle statistics: Usage,).

Expansion can also be made In The Netherlands, which is one of the most important
destinations for bicycling. Netherlands in 1950s, like many industrialized countries, had a huge
decline in bike rates due to the introduction of automobiles. Unlike their industrialized
counterparts however, The Netherlands made significant efforts to change this by encouraging
people to ride bikes even if they had to give-up cars. Rapidly, they increased the cycling rates in
Netherlands leading to decreased numbers of automobile related accidents. Now, Netherlands is

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

known as one of the best destination for cycling. Below is a bar chart comparing cycling rates in
different countries and it can be observed that Netherlands has one of the highest rates (Pettinger,
2009).

The product have been divided into safety and convenience accessories which includes
lights, helmet, mirrors, tires, air pumps, seats, horn for safety and bike baskets/towing
equipment, locks, bottle for convenience. It can be marketed since customers are always looking
for several modifications. This is beneficial to the company since many people do not know how
to change tires, change lights or use certain accessories. Firstly, the product is being introduced
and secondly, providing service for changing tire or any other parts by charging them certain

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

amount of money. This can be improvement to the company. Also, we are expanding to the
Netherlands, which is the land of bicyclist so it is equally important to have accessories that are
needed.
The bicycling universe recommends that if you are bicycling in The Netherlands than it is
essential to have these accessories including Lights, helmet, mirrors, tires, air pumps, seats, horn,
Bike baskets/towing, locks, bottle (bluejay).
4. Customers
Customers are the real assets to any organization. Likewise, Re:cycles gives customer
service a top value because they want to provide high-quality services. In an interview, Merrit
White, the owner of the Re:cycles, described its customers as usually ranging from 18 to 45
years old. Their prices for repairs are affordable so customers are willing to come more
frequently if they have any problems with their bikes. For customers who want their own custom
made bike, White said that they note down all the details that the customer want in the bike and
proceed according to their needs. For instance, if customers want a different handle bar they
would generally modify it in about a week. Beside, local business Re:cyling bikes also wants to
expand its business to The Netherlands so it is very important to know the customers. Before
trying to enter any market know who the customers are is essential.
Our main goal is not to focus all over The Netherlands. But to focus on one city that is
not overly populated with competitors so that we could know our customers better and later
expand accordingly. In The Netherlands, we are focusing on Utrecht since it is the fourth largest
city with population of 258,000. Utrecht is a young city, as approximately 45% of the population
is younger than thirty in comparisons to other larger cities. Our customers would range from ten
to seventy-five since the majority of population in Netherlands is dependent on bicycles. Also,

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

one of the advantages for the company is Utrecht is an educational city so our customer can be
from universities, or any educational institution since students need cheap gears. Below are the
data of age of people that ride bicycles (Ditewig, 2003).
Age

Bicycle

Car

None

10 15 years

93.1%

0%

6.9%

20 25 years

79.8%

29.5%

8.1%

40 50 years

83.5%

62.4%

3.9%

65 75 years

77.9%

47.6%

13.0%

(Ditewig, 2003)
5. Competitors
Re: cycles: Bike Sales & Services, U.S.A have had a lot of competitors over the year,
which has affected their market according to the owner Merrit. Any company would love to
perform better but there are always competitors in the same field. In the case of Re:cycling bikes,
these competitors have affected their market since the other stores provide more services and
opportunities. For instance, Higgins cycle shop is trying to steal customers by providing fast
services and expressing that they have knowledge about all models of bikes ("Services provided
at,). Not only in local but also if we try to expand to Netherlands than there are lot of
competitors that we need to face.
The Netherlands has one of the huge competitors over bicycles business. The
competitors there are better informed than the company since they are locals. They have idea
about what customers are looking for and what will be there needs. Our purpose is not to
compete with all the competitors over The Netherlands we have made Utrecht our destination. It

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

10

would be much easier to compete with market in Utrecht since there is right amount of people
and not so much of competitors like in Amsterdam.
As research was being done of competitors of Utrecht, the company discovered similar
characteristics of market that someone else was providing to the customers in Utrecht. Cycle
trend was a similar business that makes custom bikes to the customers and serves them like
Re:cycling bike. Cycle trend is not only based in Utrecht but has expanded to different locations
in The Netherlands, which includes Boxtel, Eersel, Groningen, Nuenen, Drachten. Cycle trend
also has an online presence whereas Re:cycles does not. Facing competitors like Cycle trend can
be challenging since they have known the market and expanded accordingly. Cycle trend has
more variety of accessories divided into lots of categories and different price ranges ("cycle
trend,).
The prices ranges of Cycle tend are extremely high which could be advantageous to
Re:cycles . Since we can decrease the price of our product and service to some extent to compete
with our competitors. For instance, cycling trend accessories price range for 3,90 to 1.595,00.
In order compete with their accessories we need to bring affordable and good quality product so
that we could gain customers and compete with them accordingly. We could provide service
lower than the cycle trend and increase our digital presence. By doing this we would competing
with them more effectively ("cycle trend,).

6. SWOT Analysis
In order to be fully ready to enter a new market, some measures have to be taken into
account. Thus, SWOT analysis not only gives a comprehensive view of the target market, but it

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

also requires knowing Re:cycles strength and weaknesses in order to facilitate a strategic
planning process.
Our potential markets are going to be Netherlands, Denmark, and New Zealand where
bicycling is already popular.
STRENGTHS
1. Good reputation in Greensboro
USA.

WEAKNESSES
1. Small business.

2. Language.
2. Mobile Bicycle repair service.
3. Sustainable manner.

3. Lack of digital presence.

4. Work Creativity.
5. Fast service.
6. Selling new bicycles.
7. Reasonable price

OPPORTUNITIES

THREATS

1. Positive attitude towards green

environment.

1. Netherlands is the bicycle

capital of the world.

2. Popularity.

2. Competitors.

3. Electric bike.

3. Government measures.

4. Young people

A) Strengths
1) Re:cycle has a great reputation in Greensboro; especially since it is close to the
University of North Carolina where the students dormitories are located. One of the
main activities for students right there is to commute by bikes. On top of that Re:cycle

11

BUSINESS PROPOSAL FOR RE:CYCLES: BIKE SALES & SERVICES

12

depends mainly on word-of-mouth for reaching its customers, which is the most credible
marketing method.
2) Re:cycle not only offers maintenance services for bicycles, but also has a unique mobile
bike concept, which is BMW owned by the Merrit White. He visits the customers site
and works on the bicycles there.
3) The company itself carries out a philosophical concept of how to maintain a green
environment. Thus, Re:cycle never throws used parts of broken bikes away; they are
usually kept either for re-use or for melting. Moreover, what really matters is to protect
the soil from by-product and not wasting resources.
4) Since Re:cycle has specialists in building customized used bicycles, those specialists
have a creative way of competing the design and durability of new bicycles.
5) What makes Re:cycle special is that it is capable of getting the service and repair done
within ten to fifteen minutes for minor repairs, as well as up to weeks for serious faults.
6) Re:cycle depends on what is donated to create a new product, and the expenses are not
considerably huge. This is why the prices imposed by Re:cycle are reasonable.
B) Weaknesses
1) Re:cycle is a small shop, which consists of five employees (two full-time and three parttime). It would be rather challenging for such a small shop to compete in the global giant
market ("Re:cycles: Bicycle sales,"p. 1,2).
2) The targeted market is Netherlands, so knowing Dutch language is important since all the
official governmental documents are in Dutch.

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3) With the increase of the modern technology, we all need to learn how to adapt with the
new digital culture; otherwise we will end up being far behind. Unfortunately, Re:cycle
lacks the digital experience.

C) Opportunities
1) Dutch people have positive attitudes towards sustainability as well as Scandinavians in
general. This will increase Re:cycles chances to cope easily with society and practice its
activity in an eco-friendly atmosphere.
2) Besides having a good reputation back home, opening up a new
business channel in a different continent will help Re:cycle gain popularity not only in
The Netherlands, but also in the neighboring countries. That of course depends
considerably on the marketing strategies.
3) Dealing with E-bikes will give Re:cycles employee the chance to gain extra experience.
4) Utrecht is filled with majority of young and college students.
D) Threats:
1) Netherlands is the leading country of Bicycling, where 25% of the population uses
bicycles to commute. Thus, Re:cycle is going to a bike-mastering society, where most of
the employees are self-trained to do minor repairs.
2) The Dutch government took some measures in the past against bicycling, for instance,
encouraging students not to cycle. Hence, there will be some further actions taken against
bicycling.

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7. Market opportunity Analysis

Product success criteria:

Cycling popularity:
Majorities of people use
bicycles as a way to
travel short distances or
in recreational purposes.
Developed
Infrastructure:
Infrastructure provides
efficiency and safety.
Market Size: How many
potential customers the
selected markets have.
Government Initiatives:
Government promotes
healthy lifestyle,
campaigns against heart
diseases, supports
cycling etc.

The Netherlands
Very High

Denmark
Very High

New Zealand
Above average

Very High

High

Average

Above Average

Average

Low

Cooperation with US
cities called
Thinkbike

Kopenhagen
campaign Good,
better, best

Recreational trails for

cyclists.

The most promising markets for Re:cycles Company are The Netherlands, New Zealand
and Denmark. In the statistics The Netherlands has 2.5 kilometer and Denmark has 1.6 kilometer
of cycling (Pettinger, 2009). The Netherlands is the first priority for global expansion. Our main
reason to believe this is that these markets provide key factors required for company success,
such as cycling popularity, developed cycling infrastructure, market size, and government
initiatives. Cycling popularity is one of the key factors because it shows how potential
customers are accustomed to using bicycles, either for recreational purposes or as a form of
transportation. This means it is likely that future customers would prefer to use bicycles instead
of cars, public transportation or motorbikes. By these criteria, The Netherlands and Denmark

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have very friendly environments for cycling. More than one third of short-range trips (up to
5miles) are done by bicycle.
Both of these countries have similarly friendly attitudes towards cycling especially in the
major urban areas. On the other hand, New Zealand focuses less on urban areas and more on the
countryside. Research done by the New Zealand Ministry of Transportation shows that
households tend to use bicycles more outside the cities. Developed cycling infrastructure is also
required in order to travel quickly and easily from point A to point B, or to take a relaxing ride.
This provides security and a feeling of additional comfort for cyclists. By this criteria, the Dutch
and Danish people are worldwide leaders. However, in Denmark's capital Kopenhagen,
infrastructure cannot keep up with the amount of cyclists and their bicycles, and things such as
cyclists traffic jams are becoming more common occurrences. The Netherlands, on the other
hand, solved this problem by giving higher priority for bicycles on the roads; that means that
cyclists have the right of way over cars and other vehicles. Also, concepts such as Bike Street (a
street on which only bicycles are allowed) are alien for some, but not for the Dutch.
In addition, market size is important in order to receive steady revenue; the bigger the
market, the more potential customers, thus, more revenue can be earned. Out of the three
markets mentioned earlier, the smallest one is in New Zealand, the biggest is in the Netherlands,
and Denmark is a little smaller than the Netherlands. Government initiatives in The Netherlands
even create additional promotions to the use of bicycles as the main choice for short distance,
non-polluting travel. All in all, the most promising market for Re: cycles is the Netherlands.

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8. Market description
A) Basic characteristics:
The population of The Netherlands is 16,768,000 people. Around 5,000,000 people use
bicycles as the main form of transportation. Among all the other major cities Utrecht has a
decent size of population of approximately 258,000, which would make a great place to market a
product (Ditewig, 2003). The Netherlands urbanization rate is 0.9%; however, 83.24% of the
population lives in urban areas. Education levels are high; this is proven by the UN Education
index, which consists of expected years of schooling. The Netherlands has the 9th highest
education level worldwide. The number of students receiving higher education in Utrecht is
55,000(Ditewig, 2003). The climate is a moderate maritime climate, with cool summers and mild
winters. This specific climate allows people to use bicycles during most parts of the year.
Natural resources are scarce, and considering the recent recession of the world economy, people
will look for ways of saving money, thus the demand for recycled bicycles is expected to be high
("Netherlands," 2013).
B) Economic Environment:
The Netherlands has a GDP estimate of $ 696.308 billion (2013 estimate) and a per capita
of $41,447. The GDP growth rate in 2012 was 1.0 %. The average household net-adjusted
disposable income is $25,493 a year. However, the top 20% of the population earns nearly five
times as much as the bottom 20%. The percentage of people employed in Utrecht is more than
58%(Ditewig, 2003). About 75% of people aged 15 to 64 in the Netherlands have a paid job,
which is slightly higher than Utrecht. Around 73% of adults aged 25-64 have earned the
equivalent of a high-school degree. Utrecht is focused on exchange, transportation,
communications, educational institutions and business services ("Netherlands," 2013).

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C) Political and Legal Environment, Government:

If the company wants to do business in the Netherlands, they must contend with various
government rules. The business activity of an entrepreneur must serve an essential Dutch
economic goal. A point system has been set up to this end. Since 1st August 2013, the
requirements for business establishment in the Netherlands for innovative entrepreneurs from
outside the European Union have become more flexible. Owners of a new business must first
select a legal form (e.g. one-man business or a private limited company). The legal form
determines issues such as liability and tax obligations. New businesses must be registered with
the Trade Register kept by the Chamber of Commerce. The Chamber of Commerce will pass on
the details to the Tax and Customs Administration. One does not need to register separately with
the Tax and Customs Administration. They do not require a separate qualification to establish a
business in the Netherlands. However, certain professions must meet particular requirements
("Cycling in the,)
D) Cultural Environment:
The main language is Dutch. The cultural environment in The Netherlands is diverse,
reflecting regional differences as well as foreign influences. Roman Catholicism is the largest
religion of the Netherlands and Protestantism is the second: however fewer than 20% of the
population attends church regularly. To the Dutch, family is a main value. The people are
reserved and formal when dealing with outsiders. Many Dutch are familiar with doing business
with foreigners, since the Netherlands has a long history of international trade. They will want to
know the academic credentials and the amount of time the company has been in business. Older,
more bureaucratic companies may still judge by how the company is introduced, so it is wise to
have a third-party introduction if possible ("Cycling in the,)

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9. Market entry mode

The best entry mode for this company would be a joint venture with an already
established local business such as Wheels Tweewielers, which is located in Utrecht. Wheels
tweewielers could be a good candidate for a joint venture market since they are also trying to
expand products and digital presence. This mode would be a money saver for such a small
company such as Re:cycles because it takes a lot of time to understand the market, and the
partner company would have already be established in that market. Also, it would be less
stressful to adapt to government regulations. Moreover, entry to the market would be easier, as
the local business already has a certain amount of customers. Partnership could be set up very
easily because Wheels Tweewielers, like Re:cycling Bikes, wants to expand their digital
presence and make more profit.
Re:cycle bikes could introduce their mobile repair shop concept because other company
does not have it. Customers could be given an option to buy either a new bicycle or a recycled
one; in this way, if a new bicycle is sold, income goes to the local business. If a recycled bicycle
is sold, the income goes to Re:cycles Company. The same could be done with a repair shop. If a
customer uses the mobile repair shop, income goes to Re:cycles, but if he decides to visit the
local company repair shop, income goes to the local company. If this mode does not seem
appealing, the alternative entry mode could be franchising. This way, creating semi independent business owners would be a better solution than direct investment, but not as money
saving as the joint venture. The local business owners are accustomed to government regulations,
thus a big headache is removed.

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10. Marketing

Mission Statement: As global leaders, it is our responsibility to make sure Re:cycles: Bike Sales
& Services, creates the most economically feasible, environmentally friendly, and useful
products for all of our future and current customers to enjoy for an extended period of time.
Marketing Objective: Our Marketing objective is not only to promote our product, but also to
promote our goal, which is to create a healthier environment by reusing functional parts to
recreate bicycles. Specifically, Re:cycles intends to expand in the Dutch city of Utrecht through
collaboration with Wheels tweewielers, a local bicycle repair shop.
Critical Success Factors in Holland
In markets that already have a strong cycling community, support will be easier to access. For
instance, Wheels tweewielers.
Satisfying the customer in Holland in a unique way:
Novelty items (product designs) in Holland: Our novelty items and product designs are a little
different from most companies because we are dealing with what is donated to us to create a
new product; on the other hand, Re:cycle bikes has always created a quality product.
Selection (product lines) in Holland: The product line is simple: green, eco-friendly bikes that
promote doing what you can to save the environment.
Accessibility (Distribution/Place) in Holland: Our distribution is going to be into new markets
in Denmark, The Netherlands, and New Zealand because all of these places have a strong
cycling community, specifically Utrecht is a city full of students who are interested in saving
money and being green.
Promotions in Holland: The Company will offer discount and make the price range affordable
so that the customers get interested in the product.

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Competitive pricing in Holland We have the ability to offer competitive prices for bicycles
because all of our products are donated. Therefore, we cut the initial costs that most companies
have to deal with.
11. Staffing and sourcing
Staffing is the art of getting the right person to the right job. There are three steps on how
the company could accomplish to get a right person. Human Resource Manager plays critical
roles if business is located globally since the employees can be different depending on their
culture, belief and backgrounds. They should choose the right talent in order to boost the revenue
for the organization.
1) Job analysisJob analysis is getting the requirement. For instance, the employee must have 4-year college
degree in Marketing. If the candidate does not meet the criteria then they may be rejected for the
job.
2) RecruitThe next step is to recruit and it is best to look on the Internet. Social media gives you a good
information on what the candidate is like and if your want to have them as a staff.
3) ScreeningThe screening is one of the complex sections of recruiting. Background checks, verifying social
security numbers, and making sure each employee is fit to be a member of Recycle Bikes is a
significant unit of Human Resource management team. Interviews are the next key aspect, which
gives you a depth of how the candidate can interact and if he is confident for the job. As staffing
is important there is other components, like sourcing.

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Sourcing is one of the key elements in global business. The quality of the product is
important to the buyers and low cost is important to the company. Sourcing from places like
China can be cheap because the cost is lower. On the other hand, the company should also be
aware of the quality of the product so that the customers would be satisfied with their purchase.

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Netherlands (holland) - language, culture, customs and etiquette. (n.d.). Retrieved from
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