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This sample marketing plan was created with Marketing Plan Pro software.

BikeArt is a start-up company.  Marketing is critical to success and future profitability.  The company offers art work constructed out of recycled bicycle parts. 

Market Summary

BikeArt possesses good information about the market and knows a great deal about the common attributes of the most prized and loyal customers.  BikeArt will leverage this information to better understand who is served, their specific needs, and how BikeArt can better communicate with them.

Market Analysis

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Market Analysis
Potential CustomersGrowth     CAGR
Industrial art collectors8%5,6446,0966,5847,1117,6808.00%
Bicycling enthusiasts10%12,54513,80015,18016,69818,36810.00%

Market Needs

BikeArt is providing customers with cutting edge, creative art work designed out of recycled bicycle parts.  BikeArt seeks to fulfill the following benefits that are important to their customers:

  • Novelty Items: The products that BikeArt produces are unique and interesting.
  • Selection: A wide selection of bicycle art work.
  • Accessibility: BikeArt is located in the Valley River Mall and is open all hours that the mall is.
  • Customer Service: The patron will be impressed with the level of service and attention that they receive.
  • Competitive Pricing: BikeArt will price their products to receive a fair margin and to provide the artist with reasonable compensation. 

One trend within the art industry that BikeArt is riding on is the trend of art to utilize everyday items.  This is seen with BikeArt's use of bicycle components.  It can also be seen with other artists that go to junk yards to find pieces of metal and then weld the metal into objects such as animal lawn ornaments.  The trend of creativity in the construction of art from everyday objects has picked up more and more artists over the last several years. 

Market Growth

The world wide art industry is huge.  Within the industry there are so many niches that artists fill. Art is used as a creative expression, as well as an investment that appreciates over time.

As stated before, one trend in the industry is to create art out of ordinary objects.  BikeArt will leverage this trend to grow their business.  BikeArt forecasts their market to grow at 9% for the next three years.

SWOT Analysis

The following SWOT analysis captures key strengths and weaknesses within the company and describe the threats facing BikeArt.


  • Strong relationships with local artists.
  • Excellent employees who are highly trained to offer outstanding customer service.
  • Great retail space that provides large amounts of walk-through traffic.
  • High-quality product offerings.


  • BikeArt lacks visibility.
  • A limited marketing budget to develop company awareness.
  • The struggle to get new, creative, artwork.
  • Ability to keep up with demand for the products.


  • A growing market with a significant percentage of the target market still not aware of BikeArt's product offerings.
  • The ability to increase the sales volume while maintaining the same overhead costs.
  • The ability to attract new and exciting artists as BikeArt becomes better known.


  • A shortage of art work produced.
  • A slump in the economy which will decrease people's discretionary income.
  • A larger, more established gallery starting to sell more of BikeArt's genre of art work.


BikeArt has several competitors:

  • Other retailers in the mall. People that are gift shopping at BikeArt are likely to visit other retailers in the mall.  While the other retailers are not direct competitors in the sense that they are selling the same products, their products will act as a substitute product.

  • Art galleries. These retailers specifically sell different types of artwork.  While some might specialize or carry a theme of industrial art, none sell bicycle specific art.  People that are looking for a wide range of art work are more likely to go to these retailers.

  • Bicycle retailers. Some bicycle shops carry gifts for cycling enthusiasts, and this gift section may be art work based on bicycles.  Some of BikeArt's artists also sell to bicycle shops so they might have identical pieces.  The bicycle retailers do not however, have the same selection as BikeArt.  As BikeArt grows, they will be able to leverage their vendors to make BikeArt the exclusive dealer for their bicycle art.

Product Offering

BikeArt will sell artwork manufactured from recycled bicycle parts.  The art work will be made by approximately three local artists, one of which is Steve's wife Shoodnt.  Some of the featured products are: wall clocks, picture frames, chairs, tables, mobiles, wind chimes, book ends, kitchen utensil holders and many other products.

Keys to Success

BikeArt's keys to success are the following variables:

  • The ability to develop repeat business.
  • The increase of transaction amounts per customer.
  • The increased diversity and selection of new art work.
  • The foresight of determining future customer preferences.

Critical Issues

BikeArt is still in the speculative stage as a retail store.  Its critical issues are to continue to take a modest fiscal approach; expand at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to and continue to develop visibility.

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