Pedaling to the Top: How We Built a Winning Startup in Our Marketing Class

From Classrooms to Boardrooms: Our Journey to Building the Ultimate Bike Startup

When I first stepped into The Ohio State University as an MBA student, I expected to dive deep into marketing theories and case studies. Little did I know that my marketing course would turn into a full-blown entrepreneurial simulation where we weren’t just learning concepts - we were living them.

Our challenge? Form a startup, Printed Pedals, and build it into the top bicycle company in a competitive market across eight quarters. We started with a simple goal: win big or go home. The competition was fierce, with teams scrambling to capture market share, improve their financials, and launch innovative products.

Strategic Pedaling: How We Took the Lead Early

Our strategy revolved around a laser focus on high-priority segments - Recreation and Speed bikes. We weren’t aiming to be everything to everyone. Instead, we invested heavily in R&D to develop high-quality bikes like the Flare and Flame On, catering to competitive and recreational cyclists. Our early bets on R&D paid off. By upgrading our products regularly and adjusting our pricing strategy to stay competitive, we created a premium brand image.

We also knew that marketing could make or break us, so we doubled down on regional advertising, social media, and paid search (SEM). Targeted promotions allowed us to dominate demand in our focus regions: North America, Europe, and APAC. Our team learned that a well-executed advertising campaign not only boosts brand perception but also helps sustain long-term growth.

Racing to First Place: The Final Stretch

By the final quarter, Printed Pedals was a global powerhouse with stores in 12 cities worldwide, including Amsterdam, Rio de Janeiro, and Bangalore. Our market share soared to 29%, making us the largest player in the game. We didn’t just dominate one segment—we led in four out of five market categories. Our efforts culminated in a first-place finish and a spot in the top 10% of teams globally.

We achieved some impressive milestones:

• Over 42,000 units sold, generating $43.3 million in revenue.

• Secured the highest brand judgment scores in key regions like LATAM and APAC.

• Delivered consistent profitability in the Recreation and Speed segments, with total profits exceeding $15.5 million.

Key Lessons: From Bikes to Business

1. Take Risks Early: We expanded aggressively into key regions and segments, which gave us a critical first-mover advantage.

2. Invest in Innovation: Continuous R&D investment ensured that our bikes always had a competitive edge.

3. Know Your Market: Regularly purchasing market research and acting on competitor analysis helped us stay ahead.

4. Motivate Your Team: Rewarding our sales and service staff wasn’t just a nice-to-have—it directly boosted demand.

5. Adapt Fast: From ad copy tweaks to pricing changes, staying flexible kept us competitive.

Looking back, this wasn’t just a class project - it was an exhilarating ride that taught us how to manage a business holistically. We had to connect the dots between marketing, production, operations, and financial strategy to drive long-term success. It’s one thing to learn these concepts in theory, but applying them in a dynamic, competitive environment is where the real learning happens.

So, what’s next for us? Whether it’s the next marketing challenge, a startup pitch, or a real-world business venture, we’ll be ready - thanks to the lessons we learned at Printed Pedals.