The Spoke N’ Rider is a 4,000 square foot retail store specializing in high performance bicycles and road gear (accessories).  The store is located in Mountain City, USA, and is a  full service bike shop offering a wide range of bicycles and accessories as well as servicing new and used bicycles.  The Spoke N’ Rider is a sole proprietorship and has been in operation under the current owner for 5 years.  Mountain City, USA is a town located in the mid-west with a population of 100,000, 50% of which are students.  The Spoke N’ Rider’s primary target market has always been the students of Smart University.  The secondary market consists of locals, ranging in age from 7-50.

The Spoke N’ Rider changed owners in 19XX.  The current owner, Michael Hill, is a graduate of Smart University and worked at the Spoke N’ Rider (formerly known as University Bicycles) part-time during his four years of schooling.  Mr. Hill has always been an active rider and participated in and won many local and national bicycling races.  He was also a team member in the Tour DuJour in 19XX.  He has been active in forming junior bike races in Mountain City and his reputation for organizing and participating in these bicycling events has flourished over the last five years.  His shop has been featured in local and university newspapers. 

Mr. Hill’s interest and success in biking have proved to be a strong asset for the shop.  His personal involvement in the biking sub-culture has resulted in a very active and hands-on environment.  Through personal biking ventures Mr. Hill has gained his expert reputation which has spilled over in to the business.  His well known presence in the local market has served the company well for public relations activities.