99 Bikes Brand Guide 2018

BRAND GUIDE

Stress less, ride more.

Dare to go the distance.

LEGEND Jungle > Home > Company Plan

King Kong tells you where to find extra information in the Jungle.

Send artwork changes and enquiries to owen.mcleod@99bikes.com.au

TABLE OF CONTENTS Our Brand Brand Story 4 The Future for 99 Bikes 8 Our Philosophies 11 Pedal Group Purpose 12 Earning to Give 13 Brand Presentation 14 Unique Selling Points 16 Enquiry Generation 19

Our People Recruiting Talent 24 The Ultimate Consultant 25 Team Leader Role & Actions 26 Do The 5 Stay Alive 27 Training 28 The Grand Tour 29 Bang Nights 30 Global Gathering 32

One Best Way 7 Step Sales Process 35 Email Enquiry Conversion 36 Find My Size & Bike Fit 37 Directorships 38 Yellow Cards 39 Our Workshops 40 4 Step Book-In Process 41 Bikes On Floor 43 Merchandising 45 Customer Perspective 47

Business Planning Systems Vision, Plans, Goals (VPG)

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OUR BRAND BRAND STORY 99 Bikes opened the doors of its first shop in Milton, Brisbane in May 2007. The shop was initially led by Matt Turner and was a small 170m2 space on Milton Rd, fitting 99 bikes into the building. Nine is also Matt’s favourite number.

Matt attended a week of Flight Centre Team Leader training and used some mentoring from his father, ‘Skroo’ Turner, and benefited from the initiative and dedication of the original team to evolve the well developed Flight Centre systems to suit bicycle retail.

Graham Turner and Matt Turner.

A team of four worked in the shop at Milton open 7 days a week, 7am - 7pm weekdays.

There was one small room 3m x 4m that tripled as a workshop for two mechanics, an accounts office and the stock receiving area.

Ryan Lee was the first person to hit $15k modified in the shop’s third month open. The Underwood shop was opened in Sep 2007. Some of the original team from Milton and Underwood are still here.

Owen McLeod was the bike builder for fifty $99 bikes which sold out in 14 minutes in June 2007 during our first big promotion. Lin Pih worked as a volunteer for that promotion on the till and Ryan Lee on our 4th day open, May 2007.

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later started as HR & Systems Manager in late 2007. Robb Bekavac started at Underwood in Oct 2007 and from his role as sales consultant led a movement to develop a professional product purchasing team.

In 2008 global travel company, Flight Centre Travel Group, bought 50% of 99 Bikes. Flight Centre have enjoyed remarkable growth to now have more than 2,500 small business units (mainly shops) in 14 countries. They have over 40 brands, in travel and outside of the travel industry including 99 Bikes and Advance Traders. We share our philosophies, culture, sales steps and other peoplebased systems with Flight Centre, who provided a history of success expanding overseas.

Matt Turner outside 99 Bikes Milton, 2007.

COMPANY OWNERSHIP FLIGHT CENTRE TURNER FAMILY 50%

23%

MATT TURNER

24 STAFF

15%

12%

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It’s 2006. Matt Turner works as a physiotherapist. After 2 years, it’s a bit repetitive.

Matt thinks: “Maybe I’ll start a business - physio? tennis coach? bikes?”

1

Matt talks to Jude and Skroo (Mum & Dad). Business case for bikes stacks up - bike retail is highly fragmented with lots of sole operators; opportunity to create reliable brand with good product range and open multiple shops across the country.

It’s February 2007. Matt does FCL’s Team Leader training.

Learns about philosophies, business model and systems, and leadership. An excellent business education in 5 days with Robbie Blacklock.

PEDAL GROUP 99 BIKES

3 2

DEFY THE DREAM SNATCHERS!

99 BIKES

99 BIKES

It’s May 2007. Matt opens the first 99 Bikes shop in Milton. He’s 26 years old and looks about 22 - he grows a beard to look older. Matt recalls: “I didn’t know much about bikes and I didn’t know much about business or leading a team. At the time, it felt like I had 6 girlfriends I had 5 people in my team and 1 girlfriend.”

We open a second shop at Underwood. Time to do a vision and goal-setting workshop. We are enthusiastic and perhaps a bit naive. We have grand plans for our first year - we will sell 99 bikes a day!

After a few weeks back in the shops - reality check.

We might need to revise this target.

It’s 2010. 99 Bikes is struggling we open shops in New South Wales and Victoria.

In FY2012, we post a loss of $1.3m. Matt hits the wall mid-ride. Time to throw in the towel or not? Matt needs time out - he takes 2 months off and hands the reins of 99 Bikes to Robb.

The industry watches 99 Bikes and many predict that we will not survive. One of our team members. Ryan, comes up with a catchphrase: ‘Defy the dream snatchers.’ This captures our spirit of determination in the early years.

It’s mid-2008. To keep growing, 99 Bikes needs access to capital and exclusive product. We put a business case to the FCL Board to joint venture with 99 Bikes, a retail operation with the same DNA. The Board say ‘yes’ and The Pedal Group is born. This is the umbrella for three cycle brands - 99 Bikes, Advance Traders and Bicycle Centre.

99 BIKES

FY2014

First 99 Bikes marketing campaign - 50 bikes (worth about $400 each) on sale for $99 each.

Before the shop opens, there’s a line of 80 people outside. We don’t want people fighting over bikes when we open the door. So we hand-write tickets and give them to the first 50 people in the queue one ticket entitles you to one $99 bike. So 30 people miss out. Matt rings a friend. Lin, to come in and help out on the till. We crank it - $15,000 in sales that day! Lin joins 99 Bikes 3 months later.

99 A DAY

15

100

$28m

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Skroo gives Matt a book to read - The 22 Immutable Laws of Marketing. Matt applies the FCL model and the book’s insights to create 99 Bikes his favourite number is 9.

6 5

99 BIKES

4

Matt returns and gets back in the saddle, feeling refreshed and scared. He thinks: ‘I’ll give it a year.’ We’ve never looked back.

FY2016

In FY2014, we make our first profit of $0.5m.

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200

ADVANCE TRADERS

FY2016

In FY2014. 99 Bikes has 100 people and 15 shops in Queensland, New South Wales and Victoria. From 2008 to 2014, under Andrew Garnsworthy. TTV for Advance Traders increases from $5m to $25m. We back ourselves, 10 employees invest their own money to become the first round of Employee Share Holders.

$37m

$51m

In 2017 we expand in SA and have opened shops in WA and the ACT. These new shops look hot.

99 BIKES

FY2017

Our turnaround starts in FY2013. We find our cadence and claw back the loss to $0.4m.

In FY2015, 99 Bikes partner with Bikes 4 Life, a charity that donates second-hand bikes to people in disadvantaged communities in Uganda and Cape York. Our pitch to 99 Bikes customers is: Donate your old bike and we’ll give you a discount on buying a new bike. Up-cycled bikes give people access to food, water, education, medical treatment and marketplaces to sell goods.

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250

$65m

Our future is bright at 99 Bikes. By 2020, we will have 50 shops and profit of $10m as a Pedal Group.

THE FUTURE FOR 99 BIKES We are creating a ground-breaking professional Bike Business. Passionate Sales People, Skillful Mechanics and Exciting Products. Defy the Dream Snatchers.

99 BIKES IN 2020

●● $4mil Profit, $120mil turnover. Purpose driven organisation. ●● Significant Staff Equity Ownership in Pedal Group. ●● 50 x stores, 125,000 bikes per year. ●● 460 staff : 40 Head-office, 50 team leaders (15 Franchise TLs), 120 mechanics, 50 bike builders, 200 sales staff.

99 BIKES IN 2023 99 Bikes now has 65 shops in Australia, 3 stores in New Zealand and 1 in the UK. The first UK store on Clapham High St has just had it’s first profitable month in a site that used to be an Evans Cycles. Next month their first Canadian store opens in central Vancouver. It’s an impressive story, driven by very passionate employees who now have their eyes firmly set on being a global leader. They are seen as quite unique in the way they have reinvented the bicycle retail model just as Flight Centre did to the retail travel industry 25 years earlier.

The reinvention started in 2012, when, with 5 years of experience the 99 Bikes team declared that it did not want to be “just another bike shop”. They committed to a plan focused on the customer, to ensure they built absolute trust and every customer was a 99 Bikes’ customer for life.

By 2018 “Club 99” had proven to be the platform that would offer customers value in pricing, vouchers, offers and maintenance workshops. They had now become extremely disciplined with systems that affect customers – they did the hard yards and proactively contacted customers before the customers contacted them.

Now, in the year 2023 they know who 99 Bikes customers are and what they want - “experts & value, absolutely trusted”.

It includes 15 second meet and greet explaining the club, being approachable, transparent and aggressive club pricing, and focusing on quality cycling specific products. They avoid all product slang and bike snobbery. They have 39 e-bike expert stores which are known for high standards in anything to do with electric bikes, servicing and accessories.

The website is the priority in marketing, with up to date content which customers love.

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It now takes 23% of all company revenue, half of that is via click and collect orders for stores. There are 18 registered “hubstores� which send online orders out to customers helping those stores be the most profitable among the group. Home deliveries are popular given the range and depth of products held in their online warehouse which holds 10 times the amount of product a store does. While bikes are now shipped direct to the customers who prefer, this is only a small percentage of the company sales. It is certainly an industry leading online experience which allows customers the ability to transact with 99 Bikes whenever and wherever they want.

Second hand bikes and trade-ins have been the latest growth driver for the company and now account for 1 in every 10 bikes 99 Bikes sales, thats 18,000 bikes per year.

Staff training and communication systems are unique, and despite some criticism they prove to be effective with the highest NPS scores on any Australian Retailer as scored independently in last years retailing awards. They have a small amount of face to face training, backed by smart online videos, self directed facilitation handbooks and testing systems that reward the best people. 99 Bikes describes the approach as utilising their best training assets - the people in their stores.

99 Bikes has radically changed expectations of bike shop service and reliability. Customers are getting down to earth advice, the right product, what was promised and the best price upfront. Now after dominating the Australian market, all eyes are on New Zealand, the UK and Canada.

Jungle > Home > Company Plan

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99 BIKES IN 2035 While this chapter of 99 Bikes is yet to unfold, we are guided by our culture and our philosophies. Take a look into the future for 99 Bikes.

40 of the support team work from a global office at the Hiddenvale MTB park.

18 x franchise TLs who have had a 39% profit share for the last 10 years.

$30 mill profit. $600 mill turnover.

99 Bikes in 2035 2nd hand bikes are 20% of bike sales.

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185 stores.

70 Aus, 40 UK, 15 SA, 25 Canada, 35 USA.

“Pedal” bikes are sold into 43 countries with a full range of bikes.

OUR PHILOSOPHIES 1

Jungle > Home > Philosophies & Values

PEOPLE We care about our people, people are our number 1 and everyone deserves their own Brightness of Future.

2

CUSTOMERS We are driven by recognising the customer’s perspective. The customer always has a choice.

3

PROFIT 1 + 2 = 3. We believe profit is the best measure of success.

4

OWNERSHIP It’s important to treat the business like it’s your own business, with passion for your role.

5

TAKE RESPONSIBILITY We look within and take responsibility for our success and failures.

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IRREVERENCE We take our business seriously but we don’t take ourselves too seriously.

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EGALITARIANISM There is no us & them. Each individual has equal privileges & rights.

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INCENTIVES When based on key numerical outcomes, what gets rewarded gets done.

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FAMILY, VILLAGE, TRIBE A lean, flat structure with transparent communication. Small teams of 8 or less.

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ONE BEST WAY The discipline to follow standard systems until a better way is found. We value common sense over conventional wisdom.

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PEDAL GROUP PURPOSE

Enrich mind, body, earth or soul with the freedom of riding DEFINING OUR PURPOSE Mind Riding is a simple pleasure for the mind. We want to support the mental health of our people and our customers.

Body Riding keeps you active which is more and more important in the world we live in.

Commuting, competing and fun all involve exercise, boosting our physical health.

Earth We want to be environmentally friendly in everything we do. The bikes we sell can help the environment.

Soul We want to help those less fortunate than our customers or us. It is good for the soul to give back and send blessings forward.

Freedom An amazing feeling that we value and we want to promote though the simple action of riding a bike.

Riding We love bikes, we love riding bikes. We want to encourage this internally and externally.

www.pedalgroup.com.au

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EARNING TO GIVE

1% of each employee’s wage is

donated to their chosen charity Our Earning To Give program allows each employee of 99 Bikes and Advance Traders to choose where the company donates money each year. This means the company donates to charities that are personally meaningful to our people, and colleages can rally around relevant causes.

Each person can donate 1% of their yearly earnings. This amount is donated by Pedal Group, in addition to each employee’s earnings.

Employees also have the option to deduct extra money from each payslip through Payroll Giving. These extra deductions are in addition to the 1% that the company donates. Money deducted through Payroll Giving is set aside and donated to the chosen charity at the end of financial year.

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BRAND PRESENTATION BRAND OBJECTIVE From rookies to the rest, sell bikes and bike accessories to all different types of customers.

We aim to take our customers from their first bike, right through to their dream bike. We are creating a groundbreaking professional bike business, with passionate sales people, skillful mechanics and exciting products.

OUR BRAND POSITIONING AND WHAT IT STANDS FOR

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TRUST MAJORITY OF PEOPLE

NOT BIKE SNOBS

PROFESSIONAL ONLY SELL BIKES WORKSHOPS BIKE FITTING

CLUB 99

EXPERTS

GUARANTEES

This is what we want customers to think of us. Our brand can be summed-up in a few words: experts & value, absolutely trusted.

APPROACHABLE QUALITY PRODUCTS CONVIENIENCE CLUB 99 PRICE

VALUE

EXPERTS We are bike experts, but we are not bike snobs. We are not elitist, not a closed group, not part of the ‘in-crowd’. We cater to the majority of people - we are approachable experts. ●● Professional bike shops with trained full-time staff ●● We only sell bikes, we’re not a multisport or department store ●● Workshops with skilled mechanics in every shop ●● Bike fitting for every customer, because we know it’s important VALUE We offer great value to customers, which is not to be confused with being cheap. Our value is closely linked to Club 99, our guarantees, and customer perspective in store. ●● Club 99 prices on everything we sell ●● Convenient shop locations open 7 days, long hours, or 24x7 online ●● Quality products from popular brands, not junk products ●● Approachable staff are friendly and knowledgeable. Shops are unmissable and welcoming TRUST Customers trust us to be the bike experts and offer great value. The big size of our company is our strength - we have broad shoulders to carry the high expectations of customers. ●● Consistent experience (customer perspective) in every shop ●● Reassuring guarantees ●● Longevity of bike services & bike builds ●● Visible customer ratings and reviews are proof

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TARGET CUSTOMER Our customer base is made up of people occupying a number of different demographic profiles, which varies from store to store. Overall, the demographic profiles are wide reaching.

Riding for...

Target?

FUN & RECREATION

Yes

COMMUTING A TO B

Yes

RACE & SHOW-OFF

No

FITNESS & HEALTH

Yes

Looking for...

Target?

CHEAP BIKE

Yes

GOOD BIKE

Yes

GOOD BIKE, GOOD BRAND

Yes

COOL BRAND

No

OUR DISTINCTIVE BRAND LOGO A simple, professional, and recognisable hallmark of our brand.

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Main Priority

Main Priority

LET’S RIDE Our exciting brand strapline, Let’s Ride embodies what motivates us and our customers – the riding experience.

People cycle for lots of reasons. To get from A to B. For Fitness. For the adrenaline rush.

Because they love freedom. Because it clears their head. Because it’s fun... It doesn’t matter how or why you ride - Let’s Ride!

Our strapline’s purpose is to sell the dream of cycling, what it does for you and where it takes you. It is youthful, motivating, activating and energetic - which is exactly what we want cycling (and therefore us) to be.

OUR PRODUCT Cycling is all we know and all we sell. We have expertly chosen a wide range of quality products, from trusted brands, that represent real value in the eyes of our customers.

Pedal is OUR brand of bikes. Desig ned and engineered by the 99 product, marketing and store teams, Pedal offers our customers a stylish and affordable entry price point so that everyone can enjoy the freedom of riding.

– Craig Fitzsimon

UNIQUE SELLING POINTS

Jungle > Marketing > Our Guarantees

It’s better to shop with these benefits...

CLUB 99 Club 99 is our membership program which has grown to over 400,000 members. Customers love to join the club for the great value in club price and the added benefits of being a member.

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OUR GUARANTEES

You know you’re always getting the best value.

Ride home knowing if you don’t love it, you can swap it.

If you find a cheaper price elsewhere, we Enjoy peace of mind knowing that if you’re will beat it by $1. This applies to any cheaper not completely satisfied with your new bike price found on an online store, or in a you have 30 days to swap it for free! physical store, in Australia.

This customer from 99 Bikes Macgregor didn’t love it so she swapped it!

CONVENIENT LOCATIONS WITH LONG OPENING HOURS We have stores across Australia that are all open 7 days for our customer’s convenience.

Long opening hours make it easy for customers to drop-off their bike for a service, or stopby after work for some essentials before a weekend of riding gets started.

EXPERT, APPROACHABLE STAFF Our people are knowledgeable, passionate, well groomed and look great in 99 Bikes uniform.

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ENQUIRY GENERATION Jungle > Marketing > Local Store Marketing (LSM)

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UNMISSABLE SHOPS Our shops are positioned in highly visibile locations on busy roads. We do everything possible to make our shops visible, inviting, professional and unmissable. ●● Distinctive red paint and bold logos on exterior of stores ●● Well-lit interior and exterior of stores at night time ●● A-frames, outdoor flags, noticeboards and archways ●● Bikes displayed outside or in prominent window facings ●● Doors open and welcoming space.

Clean, tidy and organised.

2

ONLINE The go-to resource for customers to research our products and stores. Organised, professional and full of products, resources and content for our customers.

Customers can shop however they like, whenever they want and collect their products from anywhere. Our online store has our complete range of products available, rich product descriptions, and Club Pricing backed by our Best Price Guarantee.

3

SEARCH ENGINE OPTIMISATION We focus on ranking highly through our organic (unpaid) search results for key queries relevant to our business and customers’ intentions. This is very successful as we are leaders within the bike industry.

4

PAID SEARCH ENGINE MARKETING We invest heavily in search engine marketing. We target customers

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who are already researching our products, and attracts them to highly relevant pages on our website to complete their conversion online or in-store.

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CUSTOMER DATABASE Club 99 provides us the framework to collect a large volume of high-quality customer data. This database is used to engage and retain existing customers. Allowing us to communicate regularly at a low cost with customers in broadcast, 1-to-1, and automated campaigns through emails and SMS.

Event sponsorship at the Cycle Epic.

TV ads for specific campaigns.

Local newspaper advertisement for Prospect opening.

Free maintenance classes for Club members.

Shop a-frames.

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Sale signage in shops.

Flags outside Fortitude Valley.

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Madison Pelzer cycling in the snow.

Good morning to North Lakes.

99 Bikes supporter car leads the Tour Down Under.

Dan Gallagher on his weekly group ride from 99 Bikes Prospect.

Ethan O’Dell and Tiago Pereira at their first Global Gathering in 2012 Singapore.

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99 Bikes support team planning at Noosa.

A big 99 Bikes crew at Global Gathering, Las Vegas 2015.

Lin and Owen cutting shapes on the d-floor in Macau 2014.

Free workout session unloading Pedal bikes.

Bill Clinton speaking at Global Gathering.

Fitzroy getting a customer the ultimate setup.

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OUR PEOPLE We care about our people. People are our number 1 company philosophy and everyone deserves their own Brightness Of Future. Our customers rely on 1 on 1 service so our business model is centred around our people.

Jungle > Staff Recruitment > Recruitment Criteria & Process

RECRUITING TALENT Our teams are comprised of mostly full or part time individuals. Not everyone will suit our business model, our culture or our values.

Keenness – passion for bikes, persistence and commitment long term.

Intelligence – smart, ability and potential.

Personality – openness, inner confidence and team player.

Achievements – proven success and high standards.

Global Gathering class of 2017, Hawaii.

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Bang Night at 99 Bikes Mile End.

THE ULTIMATE CONSULTANT The consultant role is 50/50. 50% about the numbers and 50% teamwork. These 4 trends are consistent with our best.

1

CUSTOMERS ARE THEIR NUMBER ONE PRIORITY

2

MASTER OF INSTORE SYSTEMS

3

a. Contacting customers before they contact us b. Leading by example with adherence and consistency

HUNGER FOR KNOWLEDGE AND ACHIEVEMENT

4

a. Meet and greet within 30 seconds b. Customers are not an interruption to the day

a. Taking initiative with the many resources available to grow expertise

DIRECTORSHIP CHAMPION

a. Absolute team player; getting the basics done well each week

North Lakes All Stars.

Fitzroy North team pumped for a big Saturday!

South Melbourne group ride.

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THE TEAM LEADER ROLE AND ACTIONS 1

LEAD BY EXAMPLE Adhering to the systems, taking full responsibility for their directorships, customer service/sales and most of all leading with a positive attitude.

2

TOTAL INFORMATION SHARING Shares information with their team - in fact asks the team for input before some decisions are made. Shares information not tells information. Not a democracy, no votes on issues the TL is paid to lead.

3

DISCIPLINE, HIGH EXPECTATIONS & ONE BEST WAY High expectations of the team. They expect more than people think is possible. They have strong clear rules and do not accept these rules and standards not being adhered to. Often done through persistence and repetition. The TL ensures that what is meant to happen does happen. Nobody likes working in an undisciplined environment. One Best Way: Ensures the systems are disciplined in the one best way.

4

BUSINESS ACUMEN Understands all costs and income of the business. What creates value from a customer’s perspective. They make smart business decisions e.g. the business is open when the customers want to do business, that the business is properly staffed, the look and feel of the business is right.

5

PERSONAL AND PROFESSIONAL DEVELOPMENT OF TEAM Invests time and energy to training and coaching all staff members in detail, in a way that helps staff retain knowledge and skills. The Team Leader ensures they learn new skills through their directorships, product/sales training and have a BOF that they are encouraged in.

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DO THE 5 STAY ALIVE These are 5 critical communication rhythms to build a successful team. We use these avenues to provide education, clarity and inspiration.

1 5

DAILY HUDDLES An inspirational start to the shift that defines our attitude for the day.

Number goals, the WIRE, directorship planning and pump up.

2

ONBOARDING & BUDDY BOOKS Nurturing new team members through clear expectations, giving them the resouces to flourish and providing constructive feedback.

4

INSPIRATION & CLARITY

DIRECTORSHIPS Empower ownership and contribution to a highly efficient store.

Best way to demonstrate team work.

Mile End tracking their numbers on the Daily Huddle Board.

3

WEEKLY BUSINESS MEETINGS One hour when the whole team is together.

Important updates & training on systems/standards.

ONE ON ONES Face to face time to review the previous month and reset focus.

Time for personal coaching and discussing brightness of future.

“Team Cream” Living The Dream out at Ipswich and their inspirational Vision Board

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TRAINING Jungle > Staff Training > Company “Core Skills”

When the student is ready the teacher will appear This saying aptly describes our training philosophy. A teacher can light and ease the way, but the learner has to be ready to walk the path. Training is a shared responsibility.

Empowering resources and testing ●● Resources are created to facilitate self-directed learning in store. ●● The best learning often comes from what we discover for ourselves. ●● Testing knowledge ensures a high standard and recognises achievements.

Hands-on Sessions like ‘Let’s Ride Academy’ are an opportunity to ride bikes and gain a first person perspective to pass on to customers.

We were taug ht how to properly set up suspension for a riders weig ht and the difference between frames technology and wheel sizes. Understanding how to get the most out of a bike and then experiencing this on the trails was incredible. 2 hours after this training a customer came in to the store to replace a stolen bike. I was able to set up the suspension and confidently make recommendations which led to the sale. At one point he actually told me “I have been to four other stores and you’re the only person to explain any of this to me.” It was a great day!!!

– Max Nall QLD

e-Bike Let’s Ride Academy in Adelaide.

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Mountain Bike Let’s Ride Academy in Queensland.

THE GRAND TOUR Jungle > Staff Training > The Grand Tour : Jerseys

The purpose of The Grand Tour is to reward and celebrate progression in store. Each coloured jersey represents a level of knowledge, achievement and independence.

The Yellow Jersey is the ultimate achievement. The holders are admired as product knowledge experts with team members and customers appreciating their advice, coaching and skill.

A customer review from a happy customer who spent time with Stephen Morrisey, a Yellow Jersey holder at 99 Bikes Kawana.

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BANG NIGHTS Our monthly rewards night is a vehicle for inspiration and recognition.

We have great supplier relationships, they host the event, provide valuable product training and connect with our team.

Prizes and shout outs go to our monthly superstars who excel in results, customer feedback or aligning with our philosophies.

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Time to connect with everyone in the Area and have fun! QLD’ers playing beach volley ball.

Each July the ‘Bang Night’ turns into the EOFY Ball - time to suit up!

Jungle > Company > Bang Night Calendar

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2009

GLOBAL GATHERING Global Gathering celebrates our top 10% of performers from the financial year. Held annually in a different location around the world.

Jungle > Company > Global Awards

BARCELONA

2015

2014

LAS VEGAS

MACAU

2016

AFRICA

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SINGAPORE

CANADA

2010

2011

LAS VEGAS

PARIS

2013

2012

CANCUN

SINGAPORE 2017

HAWAII

GERMANY

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ONE BEST WAY Through understood and disciplined systems, we offer a consistent customer experience that they love to rave about. Everyone follows the One Best Way while suggesting any alternatives, until a new One Best Way is formed.

PRINCIPLES 1.

2.

3.

4.

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We contact customers before they contact us.

Individuals in charge of each task, not a team.

At the end of the day, someone else could take over all work.

Customers never repeat things to us.

7 STEP SALES PROCESS Our sales process was developed with the help of the 10 best consultants in 2010.

When asked “How do you achieve such amazing results?”, they each described a process that they swore by. Althoug h working in different stores there were strong similarities. A memorable one was the excitement they shared with the customer.

Ryan Lee told me “Buying a bike is bloody exciting! Doesn’t matter how much they are wanting to spend you have to show them you’re excited!” He had coined this - The Razzle - and it was the perfect name. Then in early 2011, Tiago Pereira, Ethan O’Dell and Tom Dodd started and these guys were next level sales stars. They religiously followed the process with huge success and belief. They perfected the execution of each step and helped develop methods to coach others.

– Lin Pih

STEP 1 Meet and greet. Build rapport.

STEP 2 Get to know their story

STEP 7 Ask for the sale

STEP 6

STEP 3

Recommend and handle objections

Summarise

STEP 5 Check stock and razzle

STEP 4 Find My Size

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The sales process provides a structure for good service. Happy customers will recommend us.

EMAIL ENQUIRY CONVERSION Hands down the most important thing above all is the time in which the enquiry is responded to. The faster the better. The customer definitely values a quick response as it’s likely they have emailed a few other stores so getting in first helps.

My email enquiry conversions have come from sticking to the sales process via email especially Step #2 - “Get to know their story”. The enquiries were often for products I didn’t have in stock and instead of saying “sorry we don’t have this” I knew that I’d be able to satisfy their category/price-point/size requirements. I asked questions to open up the conversation and gain a chance to find a solution I always send a quote via email as it’s professional. I include links to the 99 website so they have a picture and a great description. I also add some urgency to buy and an incentive goes a long way with online enquiry especially if it’s not what they were originally after. Eg: a discount on the better model.

– Ethan O’Dell, Hall Of Fame Achiever

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FIND MY SIZE & BIKE FIT Jungle > Staff Training > Bike Fit : Find My Size

We ‘Find My Size’ for every bike enquiry. This is one of our unique selling points. When combined with the sales process it is a tool that builds trust and credibility.

In 2014/2015 we achieved a $120,000 turnaround at Fitzroy North and I put a lot of it down to a renewed commitment to the sales process mainly ‘Find My Size’. We saw an immediate change in results once we started measuring customers on the bike fitting jig and customising their bike before the test ride. Honestly - it was straig ht away.

Customers loved it.

– Andrew Sloman

Professional bike fitting areas are in each shop.

This review is representative of the value the fitting process adds to the customer experience.

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DIRECTORSHIPS Jungle > Directorships

Directorships are areas of responsibility within the store that help us to work efficiently as a team.

Each person in the team owns a Directorship and outcomes are clearly outlined allowing them to focus their efforts.

SALES AND CUSTOMERS

Yellow Cards Quote Follow Up Store Email Enquiry

WORKSHOP MANAGER

Portal Quality Control Stock

FERRARI WORKSHOP

STOCK IS CASH

Stock Integrity Receiving P&A Warranty

BIKES ON FLOOR

Floor 95% Full Floorplan Bike Building List

MERCHANDISING

All Categories Together Signage Fill The Floor

TEAM LEADER

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Tools Organisation Parts Organisation Bikes Warranty

Do The 5 Stay Alive Profit and Loss Long Term Growth

YELLOW CARDS Yellow cards are promises we make to customers. They represent a customer who is not physically in front of us.

We use a yellow card every time a customer’s purchase is awaiting action and is not removed until the series of actions have been completed.

One person is responsible for checking the yellow cards every day.

Yellow cards are filled out for others to understand not for ourselves.

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OUR WORKSHOPS Jungle > Mechanics > Workshop Rules and Mechanic Role

We have professional workshops with skilled mechanics in every shop.

To be a good mechanic there are 4 areas to master. These areas are equally important and can be trained and improved in the role of the Mechanic.

1.

2.

3.

4.

Technical Skills & Knowledge Consistent Quality Efficiency & Organisation Communication

Customers rave about us when we achieve these 4 areas:

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A professional and clean customer perspective with tools and working space organised.

My principle on quality control is if it’s not done 100%, then it’s not finished yet. Leave no room for error. Bikes must be checked over 3 times to ensure safety. Firstly, after the bike is built, second before the test ride, third during bike delivery handover using the bike delivery envelope to give advice. I followed this as a mechanic, as a Team Leader and have trained my team this principle, to give our customers the best riding experience.

– Brayden Cross, Hall of Fame Achiever

4 STEP BOOK-IN PROCESS The book-in process is a sales process for the workshop to make sure customers get the best service.

Jungle > Mechanics > Book-In Process

GET TO KNOW THEIR STORY PHYSICAL CHECK OF THE BIKE RECOMMEND WORKSHOP PORTAL

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This customer was very happy with his service from 99 Bikes Joondalup!

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BIKES ON FLOOR More bikes built = more bikes sold!!

Jungle > Directorships > Bikes On Floor

Our shops are designed to maximise bikes on floor.

Customers want to see the bikes, take them for a test ride and then take them home! It’s easier to sell what we see.

Photos below are from Macgregor’s amazing upstairs area with almost every bike built up and ready to replenish the floor. There are only a small number of bikes in boxes left. They have 3 full time mechanics and very high standards for build quality.

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We order, sell and organise bikes based on their category >> price point >> size. This is proven as the most effective way for us to both manage stock and make sales. This is more successful than focusing on brand name, however most customers will require good information about the brand.

e-Bikes are our fastest growing category, we are determined to be the market leaders offering low prices, expert knowledge, and demo rides for customers.

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MERCHANDISING CORE PRINCIPLES

Jungle > Directorships > Merchandising

Function Over Fashion Rent is one of the highest expenses for a store, we maximize our space by organising it well and filling the floor with lots of stock. No empty hooks. Straight lines. Lots of options.

We are “in the game�.

Great bulky goods storage with all items on the floor for ease of sales.

Nothing out the back. Ceiling height is used for clever storage.

Categories Merchandised Together We keep each category together to recommend products to customers with the full range visible.

Helmet display and helmet storage in the one area.

Wirebead and folding tyres on display together.

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Jungle Walk Want to Gorilla?! Go on the Jungle Walk!

An important visual reminder of all the basic items to recommend to a bike buyer. 7 categories merchandised together. Helmets. Pumps. Saddle Bags. Locks. Water Bottles.

Bottle Cages. Lights.

Pricing labels Labels are placed on the front of products to clearly mark the price for customers and for us to scan at point of sale. Items on sale are marked with a ‘Massive Savings’ tag.

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CUSTOMER PERSPECTIVE

Jungle > Marketing > NPS & Customer Feedback

Working in the shop every day can create ‘store blindness’ however regularly rating the shop in these 4 areas without bias will ensure that we are focused on what the customer experiences.

FINDING THE SHOP

EXTERNAL SIGNAGE

Shop web page, staff profiles online, Google ratings & reviews.

A-frame & flags facing traffic, bikes outside, shop looks open.

INTERNAL LOOK & FEEL

LANGUAGE & COMMUNICATION

Clean, organised, walking space, music, good vibes.

Phone calls, tone of voice, email comms.

What do customers see when they’re quickly driving past our shops? ●● Each store stands out like a massive red billboard. ●● Bright sale signage on windows facing traffic, in straight lines using repetition.

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●● Built bikes outside the store show customers what we sell.

How do customers feel once they enter our stores? ●● Our stores are bright, full of product and clean. The music is on and there’s a feel good vibe!

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BUSINESS PLANNING SYSTEMS VISION, PLANS, GOALS (VPG) + 90 DAY PLANS VPGs are facilitated for every team, creating a detailed plan of action and an inspiring vision - a picture in words of what/where they want to be. The session empowers ownership and commitment from entire team.

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Global Gathering 2016, Whistler Canda with Norco.

Global Gathering 2013, Cancun Mexico.

Global Gathering 2016, Macau. What Would Mad Mike Do?

Adelaide team’s need for speed at the velodrome.

Professional, clean workshop.

Leading the peleton at the Tour Down Under, 2017.

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Push the boundaries.

Go hard or go home.