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Can biking tour firm expand without diluting its brand?
For 16 years, Toronto-based Sacred Rides Mountain Bike Adventures has specialized in giving experienced mountain bikers a trip of a lifetime.
But it’s a limited market. To keep growing, the company’s founder and president, Mike Brcic, is for the first time considering offering its services to more novice riders.
His concern: How to expand beyond his niche without diluting the brand and reputation...
Bryan Borzykowski is a Toronto-based writer and editor working mainly for business publications. He writes for the New York Times, Canadian Business magazine, Globe and Mail, Bloomberg Businessweek Custom Publishing, Toronto Star, MoneySense and more. Bryan's the editor of Review magazine and is a senior editor with Connected for Business magazine. He's also a contributing writer with Hello! Canada and was once a weekly music columnist for Metro News. He's been nominated for several National Magazine Awards and he's co-authored