The Spoke N’ Rider, located in Mountain City, USA, is a specialty retail shop offering a full line of high performance bicycles and accessories.  The Spoke N’ Rider prides itself on the combination of quality product lines, interactive customer service, and a knowledgeable sales staff.  As a result, they have successfully met the needs of their existing markets: students, locals and tourists.  The Spoke N’ Rider plans to grow its annual customer base by 10% over the next five years in direct correlation with the increasing student enrollment at Smart University.  At the same time The Spoke N’ Rider plans to increase the square footage of the shop to house a more diverse bike line in order to better capture the market. The Spoke N’ Rider will also focus on improving its already successful marketing approach.  By investing more money in marketing programs, this plan is expected to yield 16% increase in total sales and 10% increase in total net profits for the projected year.