The UK’s leading internet bicycle and triathlon retailer, this private equity backed business wanted to know if they should open a bricks and mortar format and, if they did, what should the proposition be?
As the company runs lean, I met the Directors to gain their views prior to preparing a detailed feasibility study. This involved studying their market, their competition and their existing customers (using listening groups and surveys to understand their desires); reviewing possible real estate options and locations; developing an overview for the store design to understand the capital expenditure required; selecting the range and defining an operating model and then, with the Directors, creating a P&L for the store. This detailed feasibility would enable the critical decision to be taken of if, and when, they opened a physical store. I lead the process (utilizing internal and external expertise) and then co-authored the final report with the CEO.