A Small Business Success Story

Humble Beginnings: The Old Shop at No 14 Carrington street Palmyra, known as Ace Cyclery, is owned and operated by the Alexander Family: Tony, Susan, Aaron & Sarah.

Built in the year 1912, the shop first traded as a general store selling many different types of produce. During the early 1960s it saw a transformation to a second hand shop.

In the late 60s it then became an AV Jennings Real Estate Office, since 1974 it has been the local Bicycle Shop. Finally in 2007 The Shop was totally rebuilt and equipped to suit the ever-changing cyclists needs

In the following paragraphs proprietor Tony Alexander explains some of the reasons for the amazing success of this little bike shop.

" I think one of the often overlooked and most important factors for success in small business is to ask yourself what do you really want to do with the rest of your life? Because if your heart is not in it, and you don't really enjoy the lifestyle... then you're only in it for the money…and it will suck the life out of you and you will eventually fail."

" How low can you go? You will never win on price, there will always be someone who will do it cheaper. Usually at the end of the day you will get what you pay for."

" I have experienced over the years that, if a customer purchases a cheap bike, and after about 3 months the bearings start to wear out, they soon forget the very cheap price they paid for it. All they know is that they bought that bike from you and have had nothing but trouble with it and they will never set foot in your shop again! "

On Service: " How many times have you gone into a large discount store and can't find anyone that can tell you about a product. When I go looking to purchase something I am usually in a hurry and I want someone to serve me and please explain why I should purchase that one instead of this one."

" I want them to tell me the features and benefits of each one so that I can make the right decision for the price limit that I have set."

Ace Cyclery sell a range of bikes from around $129 to $3,000 or more.

Also available are Scooters, Kids Trikes, Unicycles, Tandems, Electric Bikes & Scooters, Petrol Powered Bikes & Scooters.

Dragster, Chopper's, Lowriders and Beach Cruisers are back in and selling fast.

Bicycle hire and repair services are available for most makes and models.

On Price: " Price is of course a major consideration for some. If I go to a large discount store and buy a mountain bike in a box for $169 isn't that a bargain? No, not really, you have got what you paid for. "

" Hear is an example: A lady came to me 3 days before Christmas and asked me to assemble one of those cheap boxed bikes, most of those bikes have loose spokes and as a result the wheels are not trued to start with.'

" By the time I had built this bike, tightened the spokes, trued the wheels and fixed the brake's (as one of the threads was stripped) the end result was a bill for $56 on a new bike!"

" So that $169 + $56 = $225. For a little bit more, say for example $280 she could have purchased a really good bike professionally assembled with 12 months of free service."

Of course there are a lot of other factors that have made Ace Cyclery a success story, and it's worth it to come in and check it out for your self.

Closing: " Take some risks in life! If your not sure that's such a good thing, go visit some old people's homes and ask them: If they could live their lives over again what changes would they make?"

" The most common answer is they would take more risks…. life is way too short to just go along with the status quo."

" The Aussie spirit is a pioneering fighting spirit, yes we get knocked down, but we get right back up and do it again and again until we do win!"

Tony's true spirit insures that Ace Cyclery will continue to be a success for at least another 20 years.

So drop in and see why this little bike shop just keeps on going...

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