PeopleForBikes 2021 Workplan

2021 WORKPLAN

PFB MISSION + CORE VALUES MISSION: To get more people riding bikes more often. To make biking better for everyone.

CORE VALUES: Our organization believes in the power of the bicycle. We work with a sense of urgency and an entrepreneurial spirit to support and grow bicycling in America. We focus on strategic programs that are effective, measurable and future-oriented. We start with “yes� and value collaboration, stakeholder engagement and dedication to our members and team.

2021 VISION As the world emerges from the COVID-19 pandemic, we envision more people riding bikes more often to improve their health, connect their communities, boost the economy, strengthen our nation and protect the planet. In the next year, our mission is to ensure the current growth of bicycling continues well into the future. Our goal is to make bikes an essential and prominent part of all aspects of COVID-19 recovery and beyond.

2

MISSION TO GET MORE PEOPLE RIDING BIKES MORE OFTEN. TO MAKE BIKE RIDING BETTER FOR EVERYONE.

3

2021 OBJECTIVES MAKE THE MOST OF THE BIKE BOOM Maintain momentum for bicycling and sustain growth in both ridership and sales.

Our goal is to insert bikes into federal, state and local COVID-19 recovery initiatives in order to keep the highest percentage possible of new and returning riders (including kids) on their bikes. We will champion better bike networks nationwide and see tremendous potential in electric bicycles as a solution for issues related to climate change, mobility, equity, transportation and public health.

4

INCLUDE + ENGAGE Make the bike industry and bike advocacy more welcoming and accessible and build communities that have equitable, complete mobility networks.

PeopleForBikes will continue its long-term commitment to mobility and racial justice and building better communities with the help of bikes. Our goal is to include and engage more people in our work and welcome new audiences to the joys of bicycling. We will operationalize equity and prioritize inclusiveness in all of our work: with cities, bike advocacy, the bike industry, bike share programs and internally within our organization.

DATA + TECHNOLOGY DRIVEN ORGANIZATION Strengthen the role of data and technology throughout our organization’s initiatives, benchmark against other models and lead a modern-day trade and advocacy organization.

PeopleForBikes will more firmly position the use of data and technology into all of our work to grow bike participation and the bike business. We’ll expand our mix of effective programs and continuously benchmark against other industry groups to learn and lead.

STRATEGIC PROGRAMS BUSINESS NETWORK

p. 8

LOCAL INNOVATION

p.14

Leading the bike industry and other partners to support pro-bike legislation, maximize government funding and mainstream clout.

Helping communities get people riding by quickly developing bike networks that make biking safer, more accessible and more fun.

RIDE SPOT

MEMBERSHIP + DEVELOPMENT p. 16

p. 12

Industry campaign to welcome more people to riding bicycles by focusing on past customers, infrequent and less confident riders and collect key participation and business intelligence data.

Developing a broad base of financial support to back crucial programs.

5

9 WAYS PEOPLEFORBIKES WILL WORK TO GR 1 2

46

Bike Infrastructure Funding Funding for more, better and well-connected bike infrastructure will always be our top priority. We’ll ask leaders at all levels of government to meet the increased demand for better bike paths and trails and partner on a proactive federal agenda for active transportation. We’ll work with select cities to rapidly expand their connected bike networks with the goal to scale successful implementation to other cities nationwide.

Expanded Business Intelligence Data Our new Business Intelligence Hub is just the beginning. We’ll expand the bike participation, retail sales and consumer insights data we deliver to the bike industry and link it to our existing advocacy research.

3

Proactive Trade and Tariff Agenda

4

Keeping People on Bikes with Ride Spot

5

City Ratings and Advocacy Academy Videos

Since 2018, PeopleForBikes saved the bike industry more than $130 million in Section 301 tariffs. We’ve written a proactive trade agenda for a new Congress and administration and will lead the fight against harmful tariffs and bike taxes to help keep costs low for suppliers, retailers and consumers.

Let’s work together as an industry to welcome all these new and returning riders and keep them on their bikes with Ride Spot’s route-finding and storytelling platform. The industry asked for a united campaign to get and keep people on their bikes and we delivered — PeopleForBikes’ Ride Spot helps your brand become a go-to source for finding, sharing and rewarding great bike rides.

We’re expanding our City Ratings program to Europe, Canada and Australia, combined with rating 600 U.S. cities, We just released Advocacy Academy, a series of masterclasstype videos (with 10 more coming early next year) to help city leaders quickly build better, more-connected bike networks.

ROW BICYCLING AND YOUR BUSINESS IN 2021 6

Electric Bicycles

7

Mobility and Racial Justice through Bikes

It’s time to go even bigger for electric bicycles: model 3-class legislation, purchase incentives, tax credits, utility partnerships, better access on state and federal public lands and more. We see a bright future for the electric bicycle as a key solution for climate, mobility, equity and public health.

In 2020, we wrote a Mobility Justice and Anti-Racism Action Plan. This year, we will work to expand the plan and do our part to make the bike industry, advocacy, bike share, our organization and community more welcoming to BIPOC, LGBTQ+ communities and more.

8

Youth Coalition Pilot Projects

9

More Ways to Come Together and Learn

We’re working with national youth cycling groups to produce two pilot projects in Morgantown, WV and Charlotte, NC to integrate programs that keep kids riding from ages 2 to 22. There is plenty more work to be done, but 2021 will mark the kickstart of these two important initiatives.

Virtual conferences, webinars, educational resources, online tools and hopefully some in-person events are all in the works for 2021. We’ve expanded our committee work to include diversity, equity and inclusion as well as sustainability. We see PeopleForBikes as the convener, collaborator and leader bringing the industry together and working towards a brighter future for bikes.

7

BUSINESS NETWORK­—POLICY PURPOSE

WHAT WE DO

WHY

STRATEGIC PROGRAMS

To represent the U.S. bicycle industry and create an environment where bicycling and bike businesses thrive.

We leverage data, policy, communication, strategic investments and relationship building to organize businesses and increase the long-term political influence and clout of the bike industry.

To secure the policy changes and funding required to create more safe, equitable, accessible and fun places to bike so more people ride and buy bikes. More “Big Bike Wins.”

Grow the Bike Industry, Build Safe Mobility Networks, Foster Diversity, Equity + Inclusion in Bicycle Policy, Improve Recreational Access for Bikes, BPSA Trade Association Committee and Subcommittees.

KEY PROGRAMS Grow the Bike Industry

Build Safe Mobility Networks

Foster Diversity, Equity + Inclusion in Bicycle Policy

Improve Recreational Access for Bikes

Business Network Marketing + Communications

68

OBJECTIVE + GOALS

METRIC + OUTCOME

DRI + TEAM

Advance industry-friendly policies at the local, state and federal level that improve bike access while defending members from punitive tariffs and increased tax burdens.

1) Defend the bike industry from Section 301 tariffs. 2) Renew the Generalized System of Preferences and the Miscellaneous Tariff Bill. 3) Help 10 new states adopt model e-bike legislation.

4) Support the establishment of Offices of Outdoor Recreation. 5) Protect the industry from onerous chemicals legislation.

Alex: Morgan, Noa, Charles, Ashley

Increase funding and simplify funding mechanisms for active transportation infrastructure at all levels of government.

1) Double funding for the Transportation Alternatives Program to $1.6 billion annually. 2) Advance federal legislation to provide $2.5 billion annually for active transportation connectivity grants.

3) Leverage stimulus for another $2.5 billion for bicycle infrastructure nationwide.

4) Secure new funding opportunities for bike infrastructure in two pilot states.

Noa: Morgan, Charles, Ashley, Alex

Make bicycling more accessible by prioritizing investments in underserved communities, promoting DEI reforms and reducing financial barriers to electric bicycles.

1) Proactively increase funding and prioritization of underserved communities in at least two federal transportation programs. 2) Incorporate environmental justice engagement into state transportation planning. 3) Secure 10 state or local electric bicycle purchase incentives programs prioritizing low income and underserved communities.

Morgan: Noa, Alex, Ashley

Boost funding for trails, enhance road safety, remove barriers to bicycling and expand electric bicycle access.

1) Increase funding for the Recreational Trails Program to $275 million annually.

2) Advance federal 21st Century Conservation Corps legislation. 3) Lobby for lower speed limit bills. 4) Lobby for state recreational trail funding in three states. 5) Streamline federal electric bicycle definitions and public lands access.

Morgan: Noa, Charles, Alex, Ashley

Create industry and stakeholder awareness, engagement, investment and action.

1) Drive traffic and awareness to new policy and grow visits by 15%. 2) Integrate electric bicycle specific content into Ride Spot 3) Define email channel objectives and frequency to enhance efficacy. 4) Improve email open rate and click-through rate by 10%.

Jose: Jordan

GRADE

BUSINESS NETWORK—BPSA DEVELOPMENTAL BPSA - Trade Association Committee

Legislative, Legal + Safety Subcommittee

OBJECTIVE + GOALS Shape and improve all aspects of the newly merged organization — provide excellent customer service, create clear and frequent industry communications and engagement opportunities, foster the subcommittee structure.

Proactively drive the bike industry agenda through legislation and regulation — inform members of and respond to policies that affect the bicycle industry and bike riders.

METRIC + OUTCOME 1) Support nearly 300 member companies with business resources, public policy and member benefits. 2) Explain and overcommunicate member dues increase.

3) Expand, diversify and enrich member engagement.

1) Secure significant increases to bicycle infrastructure funding. 2) Fight and reduce Section 301 tariffs. 3) Secure tariff reduction in the Miscellaneous Tariff Bill (MTB).

4) Support the renewal of MTB and Generalized System of Preferences (GSP) legislation. 5) Revise owner’s manual.

6) Drive a proactive 2021 trade agenda.

7) Position bikes as a climate change policy solution.

DRI + TEAM Morgan: Jenn, Alex, Rod, Erik, Patrick, Ashley, JJ, Noa

Alex: Charles, Noa, Morgan, Ashley

Shape and strengthen industry membership, benefits, continuing education, employee activation and engagement.

1) Welcome and engage new and returning members. 2) Shape and amplify the industry’s consumer-facing “go riding” campaign in Ride Spot. 3) Create content for online and in-person continuing education and events including the BLC, webinars, DRAFT events and future leaders gatherings.

4) Develop new member benefits. 5) Grow membership.

Research + Statistics Subcommittee

Direct and manage the gathering, analysis and reporting of data and insights from various sources to grow the industry.

1) Support and expand ridership, retail sales and consumer insights data. 2) Work with Ride Spot’s data analytics program to inform business and grow participation.

Patrick: Melissa, 3) Report and analyze results of the bike Eric, Jennifer B. boom, consumer insights and COVID-19 city surveys. 4) Revise NPD sell-through data report. 5) Create more digestible and effective data communications.

E-Bike Subcommittee

Advance electric bicycle model legislation, battery recycling, purchase incentive programs and progressive state and federal electric mountain bike policies.

1) Pass three-class electric bicycle model legislation in 10 states. 2) Design a voluntary lithium battery recycling program. 3) Create a federal electric bicycle tax credit and 10 state or local purchase incentive programs.

4) Revise U.S. Forest Service guidance in favor of electric bicycles. 5) Move 10 states to new, progressive eMTB policies.

Work to make bicycling and the bike industry more diverse, inclusive and equitable.

1) Establish subcommittee. 2) Understand industry needs. 3) Set goals, form partnerships, share best practices and measure results. 4) Develop and distribute DEI education tools to the industry.

Sara: JJ, Jenn, Morgan

Advance environmental, health and corporate sustainability goals for the bike industry and its partners.

1) Formalize a new SWG structure and create clear goals in four categories: a) Climate b) Chemicals c) Packaging + End of Life d) Supply Chain Social Responsibility.

2) Expand our partnership with OIA’s Climate Action Corps. 3) Expand our sustainability and policy partnerships.

JJ: Ashley, Noa

Membership, Education, Events + Marketing Subcommittee

Diversity, Equity + Inclusion Industry Subcommittee

Sustainability Working Group

GRADE

Rod: Ashley, Jenn, Jose, Morgan

Morgan: JJ, Ashley, Alex, Noa

9

WE OVERCAME TREMENDOUS CHALLENGES THIS YEAR THANKS TO THE HELP OF THE BICYCLE. IT GOT US WHERE WE NEEDED TO GO, IT GAVE A VITAL BOOST TO OUR MENTAL AND PHYSICAL HEALTH, IT BROUGHT US CLOSER TO OUR FAMILIES AND IT WAS A TOOL FOR RELAXATION AND ESCAPE WHEN WE NEEDED IT MOST.

7

RIDE SPOT PURPOSE

WHAT WE DO

WHY

STRATEGIC PROGRAMS

Industry campaign to welcome more people to riding bicycles by focusing on past customers, infrequent and lessconfident riders.

In partnership with retailers, suppliers and businesses, we get riders on the best routes for great bicycling experiences. We give retailers and suppliers tools (events, challenges rider rewards) to engage riders and build community.

We help people overcome barriers to biking, increase participation and generate data to support the bike industry and PlacesForBikes.

Supplier + Retailer Program, Enterprise Program, Grow Ride Spot Program, RouteFinding Program, Advocacy Program, Industry Data Program

KEY PROGRAMS

METRIC + OUTCOME

DRI + TEAM

Supplier + Retailer Program

Work with suppliers and retailers to integrate Ride Spot into Coalition member campaigns.

1) Engage five influential supplier marketers to adopt and tailor our industry campaigns to their needs. 2) Create and execute a custom challenge program with five industry suppliers. 3) Deliver 100,000 RideCards to retailers and Enterprise customers. 4) Work with Membership + Development to use the Ride Spot platform to activate more Coalition members and sell Enterprise features to non-endemic business partners.

Enterprise Program

Introduce the Enterprise program to help American businesses inspire and reward their employees to ride more often.

1) Successfully implement Enterprise in Northwest Arkansas. 2) Onboard 10 Enterprise customers in 2021 (mix of retailers, suppliers and non-endemic businesses). 3) Generate $200,000 in revenue.

Eric: John Paul, Kristie, Marcom

Grow Ride Spot Program

Create an end-to-end user journey that removes barriers to acquisition and adoption.

1) Grow platform users by 45% (124,000 users). 2) Explore and qualify costs to add conversion and retention tech features.

3) Utilize data metrics to understand behavior and opportunity.

Jose: Eric, Marcom

Route-Finding Program

Make our supplier brands, Ride Spot retailers, non-endemic partners and PeopleForBikes the go-to resource for the best bike rides.

1) Increase the number and availability of routes and resources to the Keep Riding experience and the new PeopleForBikes website. 2) Leverage user-generated content from Ambassadors and others to connect riders with interesting and inspiring routes weekly. 3) Discover innovative ways to become the official route-finding app for six in-person or virtual events. 4) Add 100 supplier routes onto the new PeopleForBikes website. 5) Explore and evolve an API architecture to connect Ride Spot and the new PeopleForBikes website to find great routes.

Jose: Eric, Jordan, Tobie

Advocacy Program

Amplify PeopleForBikes advocacy programs, campaigns and initiatives through great rides and storytelling on Ride Spot.

1) Engage internal cross-functional stakeholders to develop a scalable process to integrate Ride Spot into all advocacy programs. 2) Add 500 rides (primary and secondary) to be searchable across PeopleForBikes programs and the Ride Spot experience.

Jose: Eric, Marcom

Share Ride Spot data with Coalition partners to engage their customers and drive sales.

1) Work with Coalition supplier partners to define a dataset and delivery mechanism that provides them with actionable Ride Spot data. 2) Collect 121 data points on riders, 28 data points on Affiliates and develop an analytics dashboard. 3) Build an Enterprise-specific data export matrix for corporate customers.

Eric: Patrick, John Paul

Industry Data Program

812

OBJECTIVE + GOALS

Jose: Eric, Rod, Tobie

GRADE

RIDE SPOT KEY PROGRAMS Diversity, Equity + Inclusion

Ride Spot Marketing + Communications

OBJECTIVE + GOALS Amplify stories of BIPOC, LGBTQ+, veterans and a variety of bicycling types, ages, abilities and more. Welcome everyone into bicycling, break down barriers and meet riders where they are.

Support the industry by collaborating on crafting campaigns that resonate with new and existing riders.

METRIC + OUTCOME 1) Incorporate DEI guidance into campaign development and the QA process to ensure representation in imagery, writing and accessibility. 2) Amplify partners, community groups and NGOs through Ride Spot great rides. 3) Expand Ride Spot Ambassador program to more communities to amplify local stories and initiatives. 4) Develop a budget to fund user-generated content that focuses on diverse audiences.

1) Create four tier 1 industry campaigns.

2) Grow visitors to the Ride Spot website by 40% and PeopleForBikes.org by 25%.

3) Deploy a scroll and heat map tool to monitor content user experience behavior and share insights with the industry.

4) Add “”How To”” videos to email retention to reinforce adoption. 5) Grow social impressions and engagement by 100%, followers by 30%. 6) Grow engaged Ambassadors by 30%. 7) Increase email open rates by 15% and click through rates by 15%.

DRI + TEAM

GRADE

Jose: Melissa, Jordan, Eric, Tobie, Isaac

Jose: Marcom

13

LOCAL INNOVATION PURPOSE

WHAT WE DO

WHY

STRATEGIC PROGRAMS

We accelerate local innovations that increase bike participation, remove barriers to bicycling and develop great places to ride.

We use data analysis, local partnerships, community grants and national storytelling to accelerate the construction of complete bike networks, increase access to bicycling and shared micromobility and develop strategies that remove common barriers to biking.

By providing comfortable, convenient and inclusive places to ride, we create stronger, safer and healthier communities.

Better Bike Share Partnership, Final Mile, PlacesForBikes City Ratings, PlacesForBikes Advocacy Academy, NWA Bike Business Innovation - Ride Spot, Research Initiatives, Youth Cycling Program, Strategic Partnerships, and Community Grants.

KEY PROGRAMS

METRIC + OUTCOME

DRI + TEAM

Increase access to and use of micromobility in low-income areas and communities of color.

1) Launch the Living Lab Program (Philadelphia + four other cities). 2) Create and distribute stories highlighting mobility justice, equity and transportation (6-8 blogs/ month and social media). 3) Award $75,000 in mini grants.

Support local leaders working to rapidly connect complete bike networks in select U.S. cities.

1) Complete network implementation in Austin (10 new miles - 100 total miles).

2) Complete network implementation in Denver (55 new miles - 100 total miles).

3) Complete network implementation in New Orleans (45 new miles - 75 total miles).

4) Complete network implementation in Pittsburgh (44 new miles - 53 total miles).

5) Complete network implementation in Providence (38 new miles - 43 total miles).

Kyle: Sara

PlacesForBikes City Ratings

Help cities benchmark ridership, safety and equity outcomes resulting from an accelerated build-out of connected bike networks.

1) Launch 2021 City Ratings program with simplified methodology (600 U.S. cities).

2) Launch City Ratings internationally (Australia, Canada and Europe — 30 cities each). 3) Send POP displays to retailers with local City Ratings information. 4) Rebuild the City Ratings website for improved user experience. 5) Create a public resource documenting the City Ratings data analysis process.

Kyle: Rebecca

PlacesForBikes Advocacy Academy

Provide city leaders with educational video resources to make their city better for bikes.

1) Add 10 new videos that detail how to improve your City Ratings score.

Kyle: Sara

Implement Ride Spot and workplace-based incentive programs that rapidly increase the number of NWA employees biking for transportation and recreation. Create all aspects of the new program and experiment, test and measure results with a long-term goal to scale for implementation in other communities.

1) Launch Tier 1 businesses (three big business partners). 2) Install physical and digital Ride Spot “”Where to ride?”” resources, kiosks and incentive programs.

Complete Ride Spot Business Toolkit and work with local and consultant partners.

3) Launch Tier 2 businesses (10 smaller business partners). 4) Identify and track baseline health and wellness Ride Spot and other data to measure progress over time.

5) Sign up 500 people in the Ride Spot workplace incentive program and increase Ride Spot community sign-ups by 500.

6) Award $50,000 in mini grants to support bike commuting goals and reduce barriers to riding.

John Paul: Morgan, Jenn, Kristie, Eric L, Kyle

Better Bike Share Partnership

Final Mile

Northwest Arkansas Bike Business Innovation Ride Spot

14

OBJECTIVE + GOALS

Zoe: Tangier

GRADE

LOCAL INNOVATION KEY PROGRAMS

OBJECTIVE + GOALS

METRIC + OUTCOME

DRI + TEAM

Bring professional expertise, technical assistance, measurement tools and case studies to inform local efforts and catalyze change.

1) Report U.S. Bicycling Participation Study.

2) Design and Field a PeopleForBikes Supporter Survey. 3) Grow the Bicycle Network Analysis scenario planning program. 4) Revise and expand statistics and research library. 5) Pilot BNA as a statewide transportation project evaluation metric with Caltrans.

Youth Cycling Program

Create and implement a replicable program for increasing youth participation in bicycling.

1) Select YCC pilot locations (two cities).

2) Identify goals and metrics for success of the YCC pilot. 3) Create and distribute stories about YCC program (12 blog posts and social media). 4) Implement partnership with Outride, hire dedicated program manager. 5) Amplify Outride programs and accomplishments through PeopleForBikes channels.

Zoe: Kat

Strategic Partnerships

Build and leverage strategic partnerships to support better bicycling.

1) Renew MOUs with NICA and IMBA. 2) Manage grant compliance and reporting with all major program donors. 3) Explore opportunities for new partnerships and program expansion opportunities.

Zoe: Kyle, Sara

Community Grants

Fund high-quality bicycle infrastructure and advocacy projects across the U.S.

1) Implement two grant cycles (award 10-20 grants). 2) Broadcast successful Community Grant projects (press release, three blog posts and social media). 3) Track grant recipients and monitor progress.

Support local efforts to increase bike use among diverse stakeholders, remove barriers to biking, build capacity for local organizations and accelerate the construction of complete bike networks.

1) Include an adaptive bike component in our NWA Bike Business program. 2) Use City Ratings as a tool to help communities measure and prioritize equitable bike networks. 3) Support diverse coalition building and community engagement in Final Mile cities. 4) Standardize research best practices for equity and accessibility.

5) Use storytelling through website, blog and email to amplify voices of stakeholders working to remove barriers to biking.

Sara: Rebecca, Patrick, Kyle, Zoe, Tangier, Kat, Melissa, Kristie, John Paul

Position PeopleForBikes as the authority and go-to resource for educating and inspiring local leaders and communities to build better, connected bike networks.

1) Drive traffic and awareness to new content pages through our digital channels and grow visits to PeopleForBikes.org by 15%. 2) Integrate Ride Spot into all aspects of the program experience. 3) Define email channel objectives and frequency to enhance efficacy of audiences. 4) Improve email open rate and click through rate by 10%.

Jose: Melissa

Research Initiatives

Diversity, Equity + Inclusion

Marketing + Communications

GRADE

Rebecca + Patrick: Jennifer B.

Zoe

15

MEMBERSHIP + DEVELOPMENT PURPOSE

WHAT WE DO

WHY

STRATEGIC PROGRAMS

Strengthen and diversify membership revenue to power our mission.

Help Coalition members invest and engage in PeopleForBikes’ important work.

To power PeopleForBikes’ mission and programs.

Coalition Memberships, “Above and Beyond” Sponsorships, Foundation Strategic Planning, Foundation Activation, Major Donor Program + End-of-Year Fundraising Campaign, Data Governance + Analytics Program

KEY PROGRAMS Coalition Memberships

Coalition “Above + Beyond” Sponsorships

Foundation Strategic Planning

Foundation Activation

Major Donor Program + End-Of-Year Fundraising Campaign

16

OBJECTIVE + GOALS Maximize member retention, recruit new bike companies and deepen engagement with all members. Benchmark and implement new member benefits.

METRIC + OUTCOME 1) Meet or exceed budget for Coalition membership revenue at $3.418 million.

2) Collect $60,000 for Owner’s Manual license fees (requires manual update).

3) Fully implement January 1, 2021 ”One Rate” dues increase. 4) Ensure A+ customer and member service.

DRI + TEAM Rod: Erik, Kerri, Ray + Bookkeeper

Help partners invest in “above and beyond” sponsorships, strategic programs, initiatives, events and educational goals.

1) Meet budget ($550,000) in total contributions from Coalition partners to fund key “Above and Beyond” programs (Local Innovation, Community Grants, Youth Cycling Coalition and Business Intelligence Hub).

2) Meet budget ($40,000) in additional sponsorship revenue from the BLC and other industry events/webinars. 3) Meet budget $180,000 for Employee Pro Purchase/retail pass-through donations and expand revenue streams. 4) Meet budget ($75,000) for Ride Spot sponsorships for retailer engagement/ supplier promotions.

Rod: Kerri

Increase and diversify our Foundation development leadership, programs, reach and capacity.

1) Hire a new VP of resource development.

2) Refine a complete fundraising strategy for both Coalition and Foundation revenue streams. 3) Increase department fundraising competencies and expertise. 4) Develop a fundraising culture at PeopleForBikes among staff, supporters and volunteers. 5) Develop a clear and robust website interface for member companies, sponsors and individuals. 6) Add member benefits. 7) Expand non-endemic leadership and giving (climate, sustainability, equity and mobility).

Jenn/VP of Resource Development: JJ, Rod, Zoe

1) Expand and leverage Foundation Board to develop major donors, grants and nonendemic corporate sponsors.

VP of Resource Development: Zoe, Rod, Kerri

1) Meet budget ($80,000) in individual contributions to PeopleForBikes Foundation programs. 2) Increase revenue and greater engagement among high-networth individuals. 3) Leverage networking opportunities to increase PeopleForBikes donor base. 4) Develop a planned giving program. 5) Maximize the end-of-year fundraiser.

VP of Resource Development: Zoe, Rod, Kerri

Engage, empower and grow the Foundation Board to actively fundraise and expand nonendemic network effectiveness.

Engage and encourage investment from major donors with regular personal outreach.

Maximize individual donations, particularly during the end-ofyear campaign.

GRADE

MEMBERSHIP + DEVELOPMENT KEY PROGRAMS

OBJECTIVE + GOALS

METRIC + OUTCOME

DRI + TEAM

Data Governance + Analytics Program

Maintain the leading database of bicycle industry staff and supporters. Enable effective internal decision making and deeper external engagement through targeted communications.

1) Grow our list of bike industry employees by 10%. 2) Improve engagement score formula and scores for top 20 coalition members.

JJ: Rod, Kerri

Diversity, Equity and Inclusion

Create a welcoming Coalition membership program. Learn from, engage, recruit and recognize diversely owned industry businesses (LGBTQ+, BIPOC, veterans and women).

1) Identify, prioritize and increase engagement with outreach to BIPOC, women, veteran and LGBTQ+ owned businesses. 2) Share DEI data and resources with Coalition members in the membership portal.

Kerri: Rod, Zoe + VP of Resources

Membership + Development Communications

Improve the new Member Center user experience to promote our value proposition to existing members, bring awareness to new prospects and fundraise.

1) Evolve Member Center user experience.

2) Finalize and integrate membership videos into the broader member marketing strategy.

3) Deploy new member PR communications Jose: Rod, Kerri, quarterly. 4) Evolve fundraising tactics for “on Melissa, Butters and off� site marketing. 5) Evolve Industry E-News to deliver member-specific content and bring non-members into the conversion funnel.

GRADE

17

FINANCE KEY PROGRAMS

OBJECTIVE + GOALS

METRIC + OUTCOME

DRI + TEAM

1) Collect at least $3.478 million in PeopleForBikes Coalition membership dues and Owner’s Manual revenue. 2) Collect at least $600,000 in Coalition sponsorship.

3) Raise $388,000 in event registrations + sponsorships. 4) Collect at least $180,000 in PeopleForBikes Employee Pro Purchase fees. 5) Collect at least $75,000 in PeopleForBikes Ride Spot sponsorships.

6) Collect at least $29,000 in other Coalition revenue, for a total revenue budget of $4.75 million.

Erik: Jenn, Rod, Kerri, Zoe, Staff Accountant

Budget

Achieve Coalition and Foundation balanced budgets.

Maintain healthy cash reserves for both organizations.

Compliance

Stay in full compliance with all regulatory agencies with timesensitive report filings, including grant budget reports and achieve an unqualified external audit each year.

1) Avoid omissions or corrections on any external reports. 2) Meet all filing deadlines.

Erik: Zoe, Staff Accountant

HR Benefits Management

Maintain a robust employee benefits package, including error-free management of the health plan, long-term disability plans, 401(k) plans and ensure a smooth staff onboarding process.

1) Avoid errors in the onboarding process, any wage adjustment or withholding, 401(k) management and similar oversight tasks.

Erik: Executive + Admin Assistant

GRADE

TEAM DEVELOPMENT + STAFF TRAINING KEY PROGRAMS Awesome Place to Work

Strategic Planning

Equity Audit + Internal Action Plan

14 18

Talent Management Life Cycle

OBJECTIVE + GOALS Create a “great places to work” environment. Take time to enjoy the ride and our PeopleForBikes family.

METRIC + OUTCOME 1) Measure and increase staff wellbeing annually. 2) Measure burnout risk assessment semi-annually. 3) Host one leadership and one all-staff session with Ideas2Impact. 4) Continue safely convening staff for rides and outdoor fun.

5) Quarterly cross-department project lunches. 6) Revamp staff meetings.

7) Celebrate bike wins both big + small.

Revisit our existing framework.

1) Hire a consultant to steer a renewed strategic planning process. 2) Write and operationalize the plan.

Operationalize diversity, equity and inclusion at the staff, Board and subcommittee levels.

Hire experts to create an action plan to incorporate diversity, equity and inclusion throughout organization including: 1) Establish goals. 2) Conduct staff trainings. 3) Create baseline tracking mechanisms. 4) Review hiring processes.

5) Create DEI standards for vendors, grants, events and sponsorships.

Ensure every staff member understands their value, role and direction.

1) Develop a complete PeopleForBikes talent management life cycle with DEI at the center. 2) Implement best practices in hiring, onboarding, retention and offboarding. 3) Standardize evaluations across all departments. 4) Standardize personal growth and development plans.

DRI + TEAM JJ: Jenn, PeopleForParties Team

Jenn: JJ, Jose, Kyle, Erik

Sara: JJ, Jenn, Erik, Jose, Kyle; All

JJ: Jenn + All

GRADE

THREE ACTION ITEMS FOR YOUR CEO AND COMPANY We know the 2021 Workplan is a lot to consume, so we boiled it down to the three biggest things your CEO and company can do to keep new riders on their bikes and continuing the growth of bike sales well into the future.

1 Use Your Business’s Voice to Ask for Better Bike Infrastructure.

There is no more powerful voice at the local level than your business asking elected officials to meet the new, enormous demand for more and better bicycle infrastructure. Thank your local leaders for what they have done for bikes so far and ask them to keep the momentum going. Need assistance figuring out the best way to make your voice heard? We’re here to help.

2 Join Our Bike Industry DEI Initiatives.

Designate a representative within your company to focus on diversity, equity and inclusion and send them our way. We have talented, effective partners and detailed action plans to create a more welcoming and inclusive bike industry.

3 Use Ride Spot to Show All These New Customers Where to Ride.

Ride Spot helps your brand and retailers guide customers to great bike rides by showing the best routes for them, their bike, their goals and their skill level. Incorporate Ride Spot into one of your marketing campaigns or amplify our industry-wide, “Keep Riding” campaign. Ride Spot keeps customers coming back to your brand and retailers as the experts on better riding experiences.

KEY DIVERSITY, EQUITY + INCLUSION WORK DEI WORK DEFINITION: Make bike advocacy, riding and the bike industry more inclusive. Actively work to build safe, accessible and comfortable places to ride, and increase representation of women, BIPOC, LGBTQ+ and veterans.

19

WE MAKE BIKING BETTER. SO DOES YOUR MEMBERSHIP.