The main strengths of The Spoke N’ Rider are as follows:

•	The owner has an impeccable reputation in cycling as well as in coordinating cycling events for the community.
	
•	The Spoke N’ Rider strongly promotes safe riding with every new bike sale thus encouraging the sale of safety gear and protecting the shop from lawsuits such as the one mentioned earlier in this plan.
	
•	The Spoke N’ Rider has been featured repeatedly in local and campus newspapers, and their excellent customer service has been consistently highlighted.
	
•	The owner is very young and was once a student of Smart University.  He is therefore able to better communicate with the shop’s target markets and determine their needs.
	
•	The original owner of the Spoke N’ Rider purchased the shop 30 years ago and sold the business to Mr. Hill at a very reasonable price, resulting in a very low mortgage and a low fixed cost structure.
	
•	Because of their low fixed cost structure, The Spoke N’ Rider can afford to pay the part-time employees $1.00 an hour more than its competitors.  This results in more experienced employees and a low turnover percentage.