The owners have two overall objectives, the first is to increase sales in accordance with the increase in student enrollment.  The second is to increase profit margins by expanding the square footage to house more bicycles (bicycles are the highest profit margin product line).  The retail space adjacent to The Spoke N’ Rider became vacant in January 19xx, when the T-shirt shop occupying the space relocated.  This vacancy presents an attractive opportunity, given the growth projections for Mountain City, USA over the next five years.  The ability to house more bicycles allows the owners to offer a more diverse bike line for the differing needs of their customers.

The projected year goals for Spoke N’ Rider are to increase sales by 16% and at the same time increase profit margins by 10%.  By expanding square footage to house more profitable goods and aggressively targeting the increasing number of students enrolled at Smart University, these goals are very attainable.