The Spoke N’ Rider offers a wide range of name brand bicycles and accessories, commonly referred to as road gear.  These are the brands that are most commonly demanded by the avid and amateur riders.  The name brands currently offered are:

•	CYCLONE
•	Light Flight
•	EAGLE
•	PRO-CYCLER
•	LIGHTENING BOLT
•	Easy Rider

These bikes have earned their reputation for quality, comfort, performance and competitive pricing.  As a direct result of the planned expansion (see Distribution Strategy section), The Spoke N’ Rider will enlarge the current bicycle offerings to add a wider variety of brands.  The shop’s new square footage will be used to display an additional 40-50 bicycles.  The increased offerings will be aggressively marketed via advertising, direct mail, and personal selling strategies.

Over the years, The Spoke N’ Rider owners have determined their product offering through consumer interaction.  When the current owner bought this shop five years ago he felt strongly about the concept of consumer interaction.  He therefore decided to change the shop’s name to The Spoke N’ Rider (pronounced “the spoken rider”).  The name reflects two key ideas that the owner would like to convey.  The first is the concept of the simplicity of the bike and the rider.  This image sets the shop apart from some of its competitors, who offer a wide range of outdoor sporting equipment.  The second idea involves the importance of listening to the consumer’s needs and wants.  Customer input is a critical element in the success of the shop.  The Spoke N’ Rider logo also supports the concept of the bike and the rider in the simplest form, which is a side profile of a stick figure on a bicycle.  In the logo, the wheels and spokes are disproportionate to the rest of the bike.  The enlarged wheels and spokes accentuate the first half of the shop’s name.  The rider in the logo is completely geared up with a biking helmet, shorts, gloves, and padding.  The rider is dressed this way both to demonstrate the importance of safety on the road and to serve as an advertising tool for the complete line of accessories offered at the shop.

In order to further appeal to the student market, The Spoke N’ Rider plans to redesign their packaging.  The Spoke N’ Rider will use recycled bags with no logo or name to lower overhead costs and appeal to the environmentally-conscious population.  This concept will be reviewed throughout the first year by surveying the customers regarding their opinions on the new packaging.  If the recycled bags do not appear to be an effective marketing tool, The Spoke N’ Rider will return to their current packaging design with their name and logo.

In addition, Mr. Hill plans to have shirts made for all employees to wear during work hours to even further the focus on the student market,.  The colors will reflect the school colors, gold and black.  The logo, in black, will be enlarged and printed on the back of the shirt.  The shirts represents a minimal cost to the business and should prove to be an effective marketing tool.