Abstract Environmentally safe and simplistic; which is our product, the Eco-friendly coaster brake bicycle. It will be manufactured locally, here in our city. Most of the frame manufacturing will be outsourced to a local injection molding company, so as to keep jobs going in our community. We hope to have two locations; one being downtown in the heart of St. Petersburg and the other located in John’s Pass. The goal is to appeal to and attract customers from college age to the snowbirds that visit every year. Also the bicycle is priced reasonably and can withstand our local climate. It is rust proof, lightweight and environmentally safe. We pride ourselves on being green oriented and giving back to our community. If we provide people with what they want; they will spread the word and become loyal, repeat customers. Eco-friendly Coaster Brake Bike is a new entrant in the industry, we would like to remain family owned and operated; starting small here locally in St. Petersburg. After doing some research and talking to people that reside in St. Petersburg, Florida that ride bicycles, most of them brought up the fact that they were looking for a very simplistic bike; peddle forward to go and peddle backwards to stop. The other thing everyone I spoke with had in common was that everyone seems to be going green. That is where this product comes in; it is entirely made out of recyclable plastic, with a motorcycle type belt for the chain. This is why my target market would be college students to retirees, people that are looking for a way to exercise, save costs on transportation and help protect the environment. All of this will prevent it from rusting and be able to stand up to weather conditions. I feel by doing this we are giving back to the community and protecting the environment. However, there are people that have invented bikes made out of plastic, so I would not be the first person to attempt this project. There is a bike (the Frii bike) that was invented by a college student in Israel that is completely made out of plastic, including the tires. Now that bike can only be used on city streets because of the tires. The other one I came across, the MC Bike, the frame is made out of plastic. The difference between me and the competitors is that the eco-friendly bike that I am proposing can completely be recycled back into something else later on down the road. I believe this bike to be completely recession proof, environmentally safe and easy to take care of all the way around. This venture would start small and possibly expand later in the future. Some of the manufacturing would be outsourced to a local injection molding company and as many as possible of the repairs would be done in the shop or locally. We would and already have received some customer’s input into the idea. I truly believe in being more customer oriented, than making millions. The one thing that I found is let the customer be involved, let them do a trial run on the bike, give their opinion on what could be done differently. Situational Analysis Our goal is to provide good customer service and reach a general target market, ages 18-65, which can be divided into smaller groups such as; male and female baby boomers, college students, those who are enthusiastic bike riders and people who care about the economy. These things would make St. Petersburg a perfectly suitable place to promote and sell this eco-friendly bicycle, even though there are a lot of bike shops around. There are not a lot of bike shops that sell bicycles made out of recyclable plastic. As I said previously, the product is able to standup to weather conditions; there is not a lot of technology involved with this bicycle and I believe there is no need; people just want something simple. We w