The cycling and bike industry is rapidly growing, accelerated by a combination of the health and wellness movement and the pressure for people to live greener lives.

However, bikes can be so much more than a tool to get you from A to B. For many, they are a passion that plays a huge part in their identity and values. After growing up around bikes and cycling, today’s guest recognized the value that bikes play in people’s lives and has spent a career turning his passion into profit.

Read on to find out how today’s guest is democratizing the industry and making cycling accessible to everyone through the creation of high-quality, stylish, and affordable bikes.

Allow me to introduce Co-Founder, Mehdi Farsi…

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So, who are you and what’s your business?

I am the co-founder of State Bicycle Co., a bicycle manufacturing company based in Phoenix, Arizona. I’m a passionate cyclist and entrepreneur who has been instrumental in the growth and success of the company.

My brother Reza and I founded State Bicycle Co. in 2009 with the goal of creating a brand that represented our lifestyle and values. Under my leadership, the company has grown from a small operation building custom, fixed-gear bicycles in a garage to a successful and recognizable brand in the cycling industry.

I have a wealth of experience in the cycling industry and am known for my knowledge and expertise in bike design and manufacturing. I’m deeply committed to making cycling accessible to everyone and dedicated to creating bikes that are high-quality, stylish, and affordable.

I’m also dedicated to giving back to the cycling community. I am actively involved in sponsoring local and national cycling events and organizations and also committed to donating bikes to underprivileged children in developing countries.

In addition to my role at State Bicycle Co., I am a respected member of the cycling community and am often sought out for my insights and advice on the industry. I’m a true cycling enthusiast and my passion for the sport is evident in everything I do.

Overall, I’m an accomplished entrepreneur and dedicated cyclist who is committed to making cycling accessible to everyone. I have played a crucial role in the growth and success of State Bicycle Co., and my leadership and passion have been instrumental in the company’s reputation as a quality and reliable brand in the cycling industry.

What is your backstory and what inspired you to come up with / pursue this idea?

Myself and the co-founder here, Reza, my brother, grew up around bikes and cycling. It was just something that we were exposed to as kids like everyone else, just riding bikes around.

But then as we got older, we became fans of the sport. We were lucky enough to travel to France and watch Lance Armstrong in his prime win the Tour de France.

We spent a couple of summers in Europe watching bike racing, and it’s just something that we loved.

Right around 2008, we started noticing a lot of our friends were riding fixed-gear bikes, and in the process of wanting to get those styled bikes that were really simple, cool, customizable, and fun projects to work on, we realized there weren’t really a lot of options, and the options that were there were not affordable.

So we went down the path and rabbit hole of figuring out how we could start building our own bikes and eventually starting a business.

Take us through the process of designing, prototyping, and manufacturing your first product or service- what was that like?

With our bicycles, everything goes through a pretty rigorous testing protocol, and that’s through the factory, directly overseas, and also, before any product is released, it is tested here.

So we work with a variety of riders. Depending on the product, we might be working with engineers in order to not only design but also test in real-life conditions to troubleshoot any particular pain points that might be going on.

It really is by a variety of methods that we use, but the testing is rigorous, and that’s why sometimes it might take us two years to release a new bike, just because of the different series of testing and test riding afterward. Then later on if we do notice that something needs to be changed, going back and testing and re-testing. That’s where we’re at with the bikes.

I think there’s probably a lot of young companies listening. If you want to be a brand that lasts 5, 10, 15, 20 years, quality and reputation go hand-in-hand. So your brand is really only as good as the reputation and the quality of your products.

And we’re not looking at our customers in the sense that they’re going to buy one time from us, and we’ll never see them again. We want to bring people in that buy a bike from us, they buy their next bike from us, maybe one day they buy a bike for their kid from us, and then they’re also out on the streets and they’re highly recommending our product through word-of-mouth, et cetera.

I think it all starts with the quality of your products. If your website looks great, if your pictures look great, if the product looks great but the quality isn’t there to support it, you’re not going to go very far, especially with a product like ours with a bicycle.

And that word-of-mouth and that trust and that customer experience that you build is so crucial to companies, especially when starting out. It’s very expensive to attract new customers through digital marketing.

It can be expensive, but one of the easiest ways to get your company off the ground, or your product off the ground, is by developing that word-of-mouth, and it is essentially free as long as you’re putting in the work to make sure that you are delivering or exceeding the promise you make to your customers when they click that buy button.

Describe launching the company… Where did you start?

We got our first batch of bikes in March 2010. It was 140 bikes. At this point we had decided we were going to move forward and start selling these bikes, it was just a response to how quickly we were able to sell them, and the enthusiasm we were getting from the local community around Tempe when people would see our bikes and inquire about them, and just how interested people were in the product.

That first set of 140 bikes sold out very quickly, and at that point, I think we realized that this could be a really viable business and also something that we could really enjoy.

So we kept reinvesting and getting more bikes and again repeated the process. They were selling out. We were building a website and every shipment dedicated more and more resources to it to the point where we realized we should be doing this full-time.

I would say about a year and a half, two years in was when we ultimately phased out of the furniture business.

What has worked to attract & retain customers so far?

Authenticity and transparency: Millennial consumers appreciate brands that are transparent and honest about their products and practices. By being authentic and open, brands are able to build trust and credibility with their customers.

Personalization and customization: Millennial consumers want products and services that are tailored to their individual needs and preferences. Brands that offer customization options and personalization services are able to attract and retain customers by providing a unique and personalized experience.

Social and environmental responsibility: Millennial consumers are more likely to support brands that are socially and environmentally responsible. Brands that are committed to sustainability, ethical practices, and charitable causes are able to attract and retain customers by aligning with their values and beliefs.

Community-building and engagement: Millennial consumers value connection and community. Brands that build and engage with their communities through social media, events, and other initiatives are able to attract and retain customers by fostering a sense of belonging and connection.

Convenience and accessibility: Millennial consumers value convenience and accessibility. Brands that make it easy for customers to find, purchase, and use their products and services are able to attract and retain customers by providing a seamless and convenient experience.

Experience-driven marketing: Millennial consumers are looking for experiences, not just products. Brands that create unique, immersive experiences such as pop-up shops, experiential events, and social media campaigns, are better able to attract and retain customers.

Mobile-first approach: Millennial consumers are more likely to engage and make a purchase through their mobile devices, so brands need to optimize their online presence for mobile and make sure their website, checkout process, and customer service are mobile-friendly.

Any advice for others who are just starting out?

Starting a business can be a challenging and rewarding experience, but it also requires a lot of hard work, dedication, and determination. Here are a few pieces of advice for those who are just starting out:

Do your research: Before you start your business, make sure you have a clear understanding of your industry and your target market. Conduct market research and competitor analysis to identify opportunities and potential challenges.

Create a solid business plan: Having a well-written business plan will help you define your goals, strategies, and the resources you’ll need to achieve them. It will also be helpful when seeking funding or partnerships.

Network and build relationships: Building relationships with other entrepreneurs, industry experts, and potential customers can be invaluable to the success of your business. Attend networking events and reach out to people in your industry to build connections and learn from others.

Be prepared for challenges: Starting a business is not easy and you will likely encounter challenges along the way. Be prepared for setbacks and have a plan in place for how to handle them. Don’t give up, use it as a learning experience and keep moving forward.

Stay focused: Starting a business requires a lot of focus, dedication, and hard work. Keep your eye on the prize and don’t let distractions take you off course.

Be adaptable: The market and customer needs are constantly changing, so be ready to adapt and evolve your business strategies as needed. Be open to new opportunities and be willing to pivot if necessary.

Surround yourself with a great team: Starting a business can be a lonely and difficult journey but having a great team can make all the difference. Surround yourself with people who share your vision, who have the skills you lack, and who can support you when things get tough.

Starting a business is a challenging but rewarding journey, by following these steps, you will increase your chances of success. Remember to stay focused, stay positive, and always keep learning.

What’s the best way for people to connect and follow you? Website, Social Profiles, Etc…

www.statebicycle.com
Instagram: @statebicycleco
Personal Instagram: @m.j.farsi