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> I target customers few other bike shops appear bothered about – the older cyclists who are often returning to cycling after many years’ absence . . .

Crazy coincidence that less than 24 hours ago, I was the customer he caters to. I'm 49 now. The summer between high school and college, I road with a friend from Philadelphia to Maine and back -- 1,500 miles over one month -- with a tent and all we needed in the paniers.

Through college and grad school I biked everywhere. Eventually the MTA offered the unlimited Metrocard and I shifted to public transportation and sold my bikes.

Now I inherited a touring bike just after visiting Joe De Sena, founder of the Spartan Race, at his farm in Vermont (here's the episode on his podcast we recorded: https://youtu.be/hP5h9rpd6Jo), and I may go up there again, so it seems the perfect excuse to restart riding. The bike needed a tuneup, a new seat, and maybe more.

I looked up local shops on Yelp and went to one with high service reviews. They gave me attention and service, even referring me to another nearby shop for some things. I felt confident going with their recommendations on pedals, shoes, and a few other things, not defensive about them profiting off me, so I spent more with them without first checking online.

Solid business practices based on customer service got my business.

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