Virtual Tour
Bike Shop

Company Profile

Bespoke Bikes is a spin-off business founded by the son of the Bike Shop owner, after inventing a new design of exercise bicycle targeted at a niche consumer market.  

The business was founded adjacent to the Bike Shop premises in 1999 and set up with the help of Enterprise Development Officers from The Prince's Trust.

Business Need

As a new invention, there is limited awareness of the product amongst target users, and sales potential is limited to the number of bikes that the owner can manufacture by hand.

Historically, the inventor relied on advertising in specialist magazines but, to survive, he recognised that the business required a more innovative but low-cost approach to market the product both locally and world-wide.

As a sole trader, addressing the challenges faced in terms of financial support, sales channels, marketing programmes, product research, design, development and manufacture was difficult.

A family friend advised that the business required independent advice if it was to grow and prosper, available through the WDA’s Business Eye service. In addition to referring the business to Opportunity Wales for expert advice on eCommerce and the Internet, free help on a business plan was provided, as was assistance on expanding into new business premises.

eCommerce Solution

The business plan demonstrated the benefits of Information and Communications Technology to long-term success, and highlighted the urgency for the business to quickly establish a successful presence on the Internet.

With the help of Opportunity Wales, a significant Web presence with on-line store functionality was quickly developed. Although the development speed was helped along by the deployment of a full content management system on the Web site, the owner-manager also contacted ELWa for help in finding a local course on Web design.

The owner-manager was also very much aware of broadband, as it was already installed at home through BT Yahoo. He ordered BT Broadband for the business, and with the help of the Opportunity Wales adviser, used BT’s Internet Trader Pack Shop software to drive his on-line store. As cashflow was important for this young business, the monthly subscription that BT provide for Internet Trader Pack Shop was helpful, rather than buying it in one lump sum.

Finishing touches included 3D views and videos of the products, ensuring that potential customers could see everything in a detailed and comprehensive view.

Business Benefits

• Low-cost business model, supported by world-wide sales and marketing facilities.
• On-line potential to research the marketplace, identify potential customers and collate customer response to new design features quickly and effectively.
• Reliable, secure and simple way to start trading on-line quickly - no server or software purchase necessary, as the service is fully hosted by BT.
• Reduced marketing overheads through ability to promote products and update the catalogue at any time to a niche market - eStore is always open.
• Scalable service - easy options to expand product range and to diversify into related markets (E.g. bicycle parts) with minimal outlay.
• Opportunities to increase revenue, reduce sales costs, and improve customer service.