PUBLIC Bikes San Francisco, California
San Francisco, California
“Most customers, even if they're not buying online, are doing their research online.”Dan Nguyen-Tan, Founding Executive & COOPUBLIC Bikes has 36 employees.link www.publicbikes.comPUBLIC Bikes launched in 2010 to design, manufacture, and sell a collection of elegant city bikes for everyday transportation. “Over the years, we’ve expanded our main product line to include kids’ bikes, city road bikes, and even electric bikes to address different customer riding needs,” says Dan Nguyen-Tan, Founding Executive and Chief Operating Officer. “Our mission is not just to encourage more people to bike, but to support efforts that make our cities and neighborhoods more livable and friendly to pedestrians and bicyclists. We’re big proponents of good urban and public space design that prioritizes people, not just cars.” The company’s unofficial motto is “Ride a bike. Smile more.” As Dan says, “When people ask us why they should bike again or more often, the answer is really simple. ‘You’ll smile more. You’ll be happier. You’ll feel like a kid again.’ Who doesn’t want to feel that way?”
The company primarily sells online, but also operates retail stores in Santa Monica, Seattle, and San Francisco, and sells through a network of national bike shop dealers. A strong web presence is vitally important to support all of PUBLIC’s sales channels. They began using AdWords, Google’s advertising program, soon after the company began. “It’s important for us to constantly get in front of new customers,” Dan says. “One of the best ways to reach new customers is through AdWords.” Google products now represent the majority of PUBLIC’s digital marketing. Google represents almost 48% of PUBLIC’s online traffic, and 53% of the company’s online revenue comes from using Google products. The company also relies on Google Shopping, and constantly uses Google Analytics to track and monitor traffic, conversions, and performance. “We’re a scrappy, entrepreneurial team with a limited marketing budget. We can’t afford to waste dollars, so everything we consistently spend money on, like AdWords, we do so because we are seeing results,” Dan says.
PUBLIC continues to grow sales each year. “The best part of our business is that the rewards are visible to us every day through the customers we see riding our bikes, whether in person or through social media,” Dan says. “On a beautiful weekend day riding through Golden Gate Park, or on my weekday commute, I’ll see dozens of our customers all riding their PUBLIC bikes. It makes our team feel good that our products enrich people’s lives and how they experience their world.”PUBLIC Bikes has 36 employees.link www.publicbikes.com
JC’s Pie Pops Los Angeles, California
JC’s Pie Pops
Los Angeles, California
“The Internet is the reason that we’re able to grow as fast as we are. There would never be a story with this trajectory 20 years ago.”Jennifer Constantine, Founder & CEO10X growth from 2014 to 2015link www.ilovejc.comOne evening in late 2010, Jennifer Constantine placed a batch of her homemade panna cotta (Italian custard) dessert bowls in the refrigerator to set. The fridge "went cuckoo," freezing the custard solid. She was about to toss out the lot when her fiancé tried one … and found it delicious. JC's Pie Pops were born! Jennifer started selling her frozen pops from a cart in LA in 2011, and in 2013 she and her business partner rolled out products in 380 grocery stores. "It just exploded," she says. "Customers were really excited about something that reminded them of their childhood, but in a very modern and fun way."
The company website and social media engage customers around the brand story of how Jennifer turned a kitchen “oops” into an opportunity. "People truly live online now," she says. "The end goal is to get them to a store to buy the product, but they can’t do that without knowing where to get it and what it is that they’re going to buy." Google Apps for Work keeps JC's partners and distributors in multiple states connected with each other. Google Drive provides a central place to access Google Sheets and Google Docs, while Gmail tracks correspondence. "Our whole system is built on Google Drive," Jennifer says.
JC's is now in 3,000 stores nationwide, with plans to expand into 10,000 by 2017. They've grown from six employees to 40, are launching two new product lines, and expect 10 times year-over-year growth for 2015. And they're looking into other Google products to take business to the next level. Jennifer says, no matter how big JC's gets, connecting with customers will always come first. She recently received a photo of a child eating a JC's Pie Pop. “His mom went on our website, took a photo of her kid, and emailed it to tell us how great our product was," Jennifer says. "This product is like America on a stick. So we’re going to make sure the business stays that way, too."
10X growth from 2014 to 2015link www.ilovejc.com
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