James Van Rooyen

Local Lad to Big Business – Bicycles Online

In Inspiration & Health by Edwina Hunter0 Comments

James van Rooyen grew up in St Ives, played local sport and worked casual jobs for local businesses. Today, James is best known as an entrepreneur, with his latest business, Bicycles Online, seeing exponential success with annual revenue of over $3 Million

Can you take us on a quick journey from growing up on the North Shore to where you are today?
The North Shore provided a wonderful nurturing ground growing up. My bike was my first taste of freedom. I was always in the parks and reserves. Following school at St Ives Primary then Barker College, I completed a Bachelor of Commerce and headed overseas to pursue a career in motor racing. A few years later I returned, working in corporate jobs in the environmental sector. This changed my perspective and bikes became the perfect blend (environmentally friendly yet still had that mechanical aspect to them) and I started a new venture with a friend, Jonathan Allara.

You were recently named in BRW’s Fast Starters List. What do you see as the key factors that led to your success?
I think you need a good understanding of the way a business or a market operates and then be willing to offer something different. You need belief and passion to follow through on your idea, learning from mistakes as you go.
We saw the opportunity to cut out the middlemen in a fragmented supply chain, by sourcing direct and selling online – meaning high quality bikes at previously unheard of prices.

Can you share the most challenging event in the lead-up to your success?
In the first few months of Bicycles Online we had an opportunity to purchase bikes at a large discount. On paper the idea made sense, however, we had to purchase over 1000 bikes to get the discount. We scrounged the funds needed yet had no space to store them, or staff to build, sell and service them. In just two months we found a location, fitted it out ourselves and signed a three-year lease, not knowing if the market could handle all the bikes we were bringing in.

What advice would you give to others considering taking on a new business venture?
I would have to caution that it is difficult, stressful and not quite as romantic as it might seem. However there are certain positives, such as choosing to work with the people you like, following your passion, and answering that lingering question “What if?”

My top 3 tips are:
• Don’t be afraid to tell people about your idea.
• Don’t over-capitalise in the beginning. Your business model will change from what you first thought.
• Don’t try and be all things to all people. Focus on what you do and do it well.

Favourites on the Upper North Shore:
• Restaurant: Blackout Cafe, Lindfield
• Coffee shop: Salvage Speciality Coffee, Artarmon
• Park or leisure activity: Roseville Bridge Park