Anthony Bucci calls it a “typical mid-20s conversation with friends,” when he, Matthew Kull and Nick Auger and sat around in his kitchen at 4 a.m. brainstorming names for their new venture a few years ago. The result was anything but typical–RevZilla Motorsports, an online marketplace for motorcycle gear, apparel, and parts.
Having just celebrated its two-year anniversary on Nov. 14, Revzilla is gearing up for continued growth. The company, founded by three budding riders who also happened to have strong backgrounds in e-commerce and web development, recognized seven digits in top-line revenue in 2008, and is projecting to double revenues in 2009.
The trio’s hands-on approach–all three developed the company’s e-commerce platform without having to bring in any outside developers or seek any outside funding–resulted in a quick ascent and a finely-tuned approach to what should have been a monumental task: creating a next-generation leather-and-chrome bike shop experience online.
“People always ask who the CEO is,” says Bucci, who used a cartoon explanation. “All three of us have different C-level roles. If I had to pick our CEO, it’d be Voltron: The three of us regularly join forces on the toughest decisions.”
Potential customers are greeted on RevZilla’s home page with three choices for what kind of riding experience they’re into–adventure, off-road or street. Bucci talks about “wow-ing” them with a memorable online shopping experience, complete with rich product descriptions, videos, and photos; robust customer reviews; and several forums for social media connections. When customers return to the site, they are directed to the experience that they initially chose. That segmenting approach was born when the site’s version 2.0 was launched last February.
This approach works for both beginners and veterans alike. So, for the learner driver just needing a quick getaway, they’ll find it easy to navigate their way to the most appropriate bike for their level. And for the experienced rider with a growing collection of Harley Davidsons, it’s easy to find the bike of their dreams. Veteran riders (the ones who read up on bike parts on sites like Harley Insider) are often the ones who are hardest to impress, so the platform is built with everyone in mind.
Bucci proudly calls RevZilla’s small and talented team the company’s biggest marketing expense and encourages the under-30 crew play hard as well with pinball machines and a skateboarding halfpipe at its 18,000 square foot warehouse in Philadelphia, where it features a high-end showroom that regularly attracts visitors from more than two hours away.
RevZilla has attracted plenty of attention, particularly from other major motorcycle players looking to employ the company’s know-how. But for now, Bucci and friends–not far removed from those mid-20s conversations–are content to sell upward of 50,000 items to a growing number of happy riders.
“Our brand is our customer experience,” says Bucci, who will be part of a fishbowl panel at today’s Founder Factory event by the Philly Start-Up Leaders. “I don’t want us to feel we’re competing solely on price, but I want someone to shop with us because they appreciate the level of customer experience we provide.
“I don’ think we feel like a traditional bike shop at all. We have tried to build a high-end gear boutique for a very specific enthusiast clientele, both online and off.”
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Source: Anthony Bucci, RevZilla
Writer: Joe Petrucci
Photo: From left, Nick Auger, Matt Kull and Anthony Bucci tour the LCR Honda team’s garage at Indianapolis MotoGP recently.
