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Opinion: It would be easy to feel hard done by
Ray Wookey, director of e-bike dealer Cycling Made Easy, tells BikeBiz that he’s looking to take the business to the next level, with a little help…
By Ray Wookey
FEW DAYS go by without publicity, in one form or another, highlighting the fact that bankers, hedge fund managers, footballers and motley chief executives are at the receiving end of what appears to be, obscene amounts of money. It is difficult not to come across as bitter and envious, but perhaps I can be forgiven from feeling that all is not as it should be and I will try to say, ‘why?’ After a long career, where I have worked hard and played hard, a good deal of my income has been spent on my family, friends and sport. I sold a significant private PLC built up over a ten-year period and, not being of retirement age, decided to see what else I could do to keep occupied and generate funds to see me comfortably through retirement. This was at the onset of the recent recession so caution was a prudent tactic. After research I decided to do something I said I would never do – start a new business in a completely different innovative sector. With a younger business partner (I put in the cash and he, and I together, put in time) we started a business in November 2010 marketing and selling electric bikes. This is an emerging market which, if we follow the trends in Europe, is destined for dramatic UK growth. 331,000 electric bikes sold in Germany last year – 55 per cent year-on-year growth. 700,000 electric bikes sold in Europe and 50 per cent of the bike industry turnover in the Benelux region attributed to e bikes. China is reputed to make and sell 30 million per annum. Over two years we have made great
strides. We have a capable, committed team of five people and in 2012 we doubled our year one turnover. We have constructed, with in-house skills, an informative site –
cyclingmadeeasy.co.uk – and a great range of products. Our customers range from people
wanting to be more active as they enter retirement, to others like gardeners who see an e-bike as an economic alternative to cars, and then commuters wanting to go further with less sweat and get as much or as little exercise as they want; the list is endless. Nowadays e-bikes are high tech quality with head-turning style and good looks. They are not an admission of ‘one foot in the grave’ neither are they ‘cheating’. I, and all of my team, work very hard.
We don’t earn loads of money – after two years I have not taken any salary.
BIKEBIZ.COM
NEWS IN BRIEF Continental expands
e-bike tyre range The tyre firm has boosted its electric bike line-up to six options at two price points,
E.Contacts and E.Ride. The latter is aimed at extended e- bike rides featuring a reinforced carcass. Find out more via
www.conti-tyres.co.uk/conticycle.
E-bike hire shop
opens in Leitrim In the summer Electric Bike Hire opened in Leitrim Village in the Republic of Ireland. The firm, run by Seamus and Eileen Gibbons, retails as well as hires out e-bikes for use on nearby trails. Find out more at
www.electricbiketrails.com. (Source: Leitrim Observer).
Polaris launches e-
But our business is growing and we have vision to exploit the opportunity by expanding and developing the number of outlets, attracting people to us from a wide area in the South East. We also intend to cultivate corporate customers
“Over two years we have made great
strides, doubling year one turnover.” Ray Wookey,
Cycling Made Easy
and large businesses, universities, hospitals, councils and other employers, hopefully keen to develop the numbers of their people cycling to work. Sustainability, car parking minimisation, cost effectiveness and promotion of a healthier lifestyle are all relevant factors but it is not easy to get the message across to those who don’t know we exist and in truth many of whom don’t understand how an e-bike works or appreciate the benefits. We don’t do mega million pound
deals by moving virtual money around the globe. We don’t earn squillions from being in place at the top of a large poorly performing business. We are not instantly famous by appearing on a reality show and capturing recognition in a blink of time. In contrast we attract customers to us
and when they make contact we communicate with them. We find out what they want from an e-bike and, because our team is knowledgeable, we recommend a suitable model. We take
them out on an accompanied demo ride and when they like it we get it ready for them, checking it works and is safe. We look after them if they need help or after sales support. We specialise not only in our area of expertise but also in customer delight. In some instances an electric bike can change someone’s life. So why am I putting pen to paper? By making the contrasts I have I don’t want to appear envious that others do less for more. I am happy about what we do and we get enormous satisfaction from our efforts, but life would be better and we could implement more aggressive growth. My savings have been stretched and we now need access to finance through investment, grants and/or more accessible and affordable bank support. We are lacking resource which could be put in place by greater funding or being joined by others who have relevant skills and experience, who get what we do, and would be able to make a useful contribution. Probably what we need is a combination of all of these. How do we go about attracting the right type of investor? There must be a lot of financially comfortable individuals or businesses tired of poor interest rates and lack of growth opportunity. If you would like to know more about our business please get in touch. The more people that discover what we do the better, and the better for them too, if they like the idea of what an electric bike could do for them. There must be a good number of people possessing financial muscle who are looking for good use of their business talents and want to grasp a business opportunity in a worthwhile and sustainable growth sector. 020 8660 8823;
ray.wookey@cyclingmadeeasy.co.uk
bike range Following the purchase of Global Electric Motorcars a few years ago, recreational vehicle specialist Polaris has unveiled its own line of electric bicycles using both throttle and pedal assistance modes across the range. Three different lines – Vector, Strive and Meridian – include seven different models to hit a variety of cycle niches, including MTB, commuting and more. The Vector line includes rugged e-bikes designed to be at home on trails and the street. Strive includes comfortable touring models, while Meridian targets urban commuters with front LED lighting included.
www.polarisebikes.com
Taiwan e-bike subsidy
continues into 2014 Taiwan’s Environmental Protection Administration is to extend subsidies for new electric bikes, according to reports. The extension will now run until November 30th 2014 in an effort to encourage more e-bike purchases and drive down pollution. (Source: The China Post).
30% stake in
Powabyke sold Metroelectric has sold a 30 per cent stake in Powabyke to the Green Automotive Company Corporation. The firm has also signed a contract with Liberty Electric Cars for the distribution of Metroelectric’s range of e-bikes under the Powabyke and eRoliing brands. (Source:
www.Stockmarketwire.com).
Got any electric bike news you’d like to see in these pages?
Then let us know at
BikeBiz@intentmedia.co.uk DECEMBER BIKEBIZ 37
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