For The Spoke N’ Rider, as with any business, there are many possible categories by which the market could be segmented.  This section will form the basis for The Spoke N’ Rider’s current market segmentation. 

The Spoke N’ Rider’s primary target market is the student population of almost 50,000 at Smart University.  This group is divided into 2 sub-markets.  The first sub-market consists solely of the 12,000 new college freshmen that enroll at SU each year.  Smart University anticipates and is planning for a 10% increase in freshman enrollment consistently over the next 5 years.  In observing the biking industry as a whole, males between the ages of 18-35 make up 40% of the market and females between the ages of 18-35 make up 30% of the market.  Since the average freshman is at the age of 18 or 19, this segment is a very desirable market.  Another factor that makes this sub-market desirable is this group’s reliance on bicycles as a primary means of transportation. This is a direct result of the heavy parking restrictions placed upon freshman students at Smart University.

The second sub-market consists of the remaining classes of students.  These remaining students also fall within the ages of the largest market share in the industry.  However, these students form a separate sub-market from the freshman class since they do not rely as heavily on bicycles as their primary means of transportation.

The secondary target market consists of locals from Mountain City and nearby towns.  The people in this segment range in age from 7 to 50.  This market tends to be professionals, married, college graduates and middle to upper class citizens.  Although this segment is not the key target market in light of The Spoke N’ Rider’s campus-focused approach, it has consistently contributed 20-25% of gross sales.  Generally this market is in a better position to spend money on larger ticket items, since they are likely to have more disposable income than the typical student.