Ditching the digital transformation

Being a digital business is just a part of doing business according to Jen Geale, the co-founder of Mountain Bikes Direct.

Geale and her co-founders started the online bike business after running a local bike shop in Brisbane.

“We saw people shopping on line and we wanted a piece of that pie,” she told the Oracle and Netsuite Suiteconnect conference in Sydney last week.

Mountain Bikes Direct has operated online since it first launched in 2012 and digital transformation hasn’t really been on the agenda.

The business turns over more than $4 million a year and employs 14 staff who all work remotely.

“The shift we have seen is of our customer base to research digitally before they engage our sales people,” says Geale. “We see 70 per cent of customers have researched the problem beforehand. For us it is about using technology to assist us reaching our customers where they are making a decision.”

Buzz words

Business is digital now, whether operations are purely online or as both a physical and virtual businesses according to enterprise software company NetSuite. Read more

Cara Waters – Brisbane Times – 10 Feb 2019