SoulCycle: A Small Business Inspiration

As a small business owner or entrepreneur, it's easy to become defeated. Road blocks seem bigger, budgets are smaller, and when you're working 60-80 hours a week you just get too darn exhausted to care about the little things. But let me tell you something my friends, marketing is no little thing.

It is what puts you on the map and says "Hey, I have an awesome product or service that you NEED!". I read an inspirational quote today by Leo Burnett, founder of the major American advertising company Leo Burnett Worldwide that I found particularly applicable to this post. He said, "If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally without screaming or without tricks." 

I think it's important for you small business owners and entrepreneurs to be inspired. You are the free spirits out there who had the guts to take the leap of faith and venture out into the unknown. You are making sacrifices, working your asses off, and hoping and praying that you don't end up in the red at the end of the month.

That's why I would like to focus this blog on a small business who started out organically, without all the bells and whistles that big time marketers seem to think is necessary to be successful. This company started by advertising on a hand painted rickshaw that they put out on the sidewalk in front of their studio. From these humble beginning they've now expanded their company and have a national (and soon to be international) presence. I'd like to talk about a business called SoulCycle. 


(Source: everydayroadtohealthy.com)

SoulCycle was started by talent agent, Julie Rice, and real-estate agent, Elizabeth Cutler, who both had a passion for cardio and felt indoor cycling could be more than a workout, that it could be inspirational. They found their first studio in New York City on craigslist and utilized as many basic forms of advertising as they could on their limited budget. They passed out schedule cards up and down the streets of the West Side, begged doormen to let them into buildings to handout flyers, offered free classes, and invested their last pennies into SoulCycle T-Shirts. 

Their goal was to be innovators in the cycling industry. SoulCycle brings together mental and spiritual aspects into the physicality of the workout. Workouts take place in dimly lit studios with scented candles, and each class has a customized playlist to set the tone. Some locations even feature SoulBands, bands that hang from the ceiling and challenge riders to an entire body experience.                                                                       (Source: nytimes.com)

SoulCycle has now grown their company to 20 different locations, a merchandise line, and over 6,000 cyclers. 

So how did SoulCycle developed their marketing from the ground level to what it is today?

Here's a shortlist of what they're doing right:

• Differentiation: Good marketing starts with a good product, and the co-founders of SoulCycle have created a completely unique   experience for their customers by including upper body training, customized playlists, scented candles, etc. They've capitalized on the customer desire for an all encompassing body, mind and soul workout. 
• Website: The company's website is pretty stripped down. I'm not overwhelmed with information on the home page, but the menu options are clear and concise and I know where to go to find what I'm looking for. 
• Blogging: Although this doesn't work for all companies, SoulCycle does it right. With their fun style, it makes the company much more relational. You really learn a lot about the company from both the people who work there as well as actual cyclers who've had a positive experience. 
• E-Commerce: SoulCycle has expanded far beyond cycling classes. Not only can you buy class sessions on the website, but there's merchandise, gift cards, "soul tunes", and now you can even buy your own Soul bike. They're product line is expansive for a small company, but cohesive.
• Consistency: In all the articles I read about them, the SoulCycle website, everywhere really--the branding and message of the company is consistent. There is very little room for question or confusion when it comes to identifying the co-founders mission for SoulCycle, and this is crucial both online and at brick and mortar locations. 

All in all, SoulCycle is a great example of two people who had a common passion and wanted to share that with other people in the cycling industry. They were fully committed to providing a one-of-a-kind experience to people who were willing to trust them. So remember next time you're feeling overwhelmed or having a panic attack after you look at your bank statement...have a little faith that what you're doing matters and people will recognize that.

                                             

                                             (Source:siegelgale.com)

Additional Sources:  
-Hong, Nicole. "How I Built It: Cycling Chain SoulCycle Spins Into Fast Lane." Wall Street Journal. (2013). Web. 5 Nov, 2013. <http://online.wsj.com/news/articles>.
-SoulCycle.N.p.. Web. 2 Nov 2013. <http://www.soul-cycle.com/soul-east/>.