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Executive Summary

Recycled Riding Dreams will offer quality used motorcycles and motorcycle parts to a growing market of motorcycling hobbyists.  For the beginner, Recycled Riding Dreams offers excellent value in a first bike that will not bust the customer's budget.  For the experienced biker, quality used parts will cut the cost of repairs and modifications by 50% to 75%.

Over the past ten years, biking has developed an entirely new customer base among baby boomer men, ages 40 to 65.  Last year, motorcycle sales for this age group was twice that of young men, ages 18 to 25. In Montclair, motorcycle sales exceeded £6 million in 2000 and sales are predicted to grow by 15% this year.

Montclair is a city of 650,000 residents with an average income of £28,000.  The city has seven motorcycle organizations and sponsors an annual cycling event as part of the city's spring celebration.

Brian Jefferson, owner of Recycled Riding Dreams is one of most respected and best known motorcyclist in Montclair.  Brian is the president of the largest motorcycle organization in the city with over 800 members.  Last year, Brian lead the motorcycle parade during the city's spring celebration.

Brian's connection with the motorcycling community and the growing demand for quality used motorcycles and motorcycle parts will make Recycled Riding Dreams one of the most popular shops in the city.

Highlights

1.1 Objectives

The objectives of Recycled Riding Dreams are:

• Capture the majority of the used motorcycle business in the Montclair.
• Offer our customers a superior service, at a low price.

1.2 Mission

The mission of Recycled Riding Dreams is to become the primary resource for used motorcycle parts in Montclair.

1.3 Keys to Success

The keys to success for Recycled Riding Dreams are:

• Customer referrals.
• Exceeding the customer's expectation for quality, timeliness and price.