Motorcycle Apparel for Women

Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with LaShundra Rucker, founder and owner of SportBike Chic, LLC., located in Raleigh, NC, USA.

What's your business, and who are your customers?

SportBike Chic, LLC is a motorcycle apparel and accessory line for women motorcyclists and passengers. We're here to fill the gap in what's available for women's motorcycle gear, regardless of the size. Speaking from experience (and feedback), not only do women want motorcycle gear with styles that fit (curves and all), but we also want to have options in colors, sizes, and so forth.

Why is it important? As a Motorcycle Safety Foundation instructor, manufacturer of women's motorcycle gear, and an avid motorcyclist, I'm a firm believer in "all the gear, all the time." Riding motorcycles is a lot of fun. However, we all know the inherent risk associated with being on the open road with riding on two wheels. The challenge is that women haven't always had many options with colors, styles, and shapes in protective gear. That's where SportBike Chic® comes in. We're here to help fill that gap by providing protective motorcycle jeans (from slim to plus size), protective riding jackets/shirts, and even our patented TankPurse® that allows women to carry more in a purse that's designed to adhere to a metal motorcycle tank.

The number one goal is to ensure every woman rider AND passenger has the opportunity to get home safe by simply having protective gear. While there is an extent to the protection that any gear can provide, we'll do our best to provide protective gear that women want to wear.

Tell us about yourself

When I first started my business, I was looking for jeans... and I had what I thought was a nifty idea about a magnetic purse. However, it quickly involved into jeans and more. I knew there was a need but didn't quite understand just how big that need was until I traveled to motorcycle shows and received direct feedback from women who had been actively searching for products like mine. In some instances, the only option was having to shop in the men's section or...go without.

My motivation not only comes as a labor of love - motorcycling is my passion. But also trying to find a process, products, and delivery that works. I'm a process person by nature, and I want to see this business succeed because there's a need for protective gear in different sizes and styles.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner came when my TankPurse® idea was voted the Number 1 Must Have Tool and Gadget at AIMExpo in 2019. Then in 2021, we were voted the Best Representation of Women's Motorcycle Gear by Women Riders Now. Knowing the riding and industry experience that's out there, these have been a tremendous source of pride that keeps me motivated to continue improving and delivering the best quality and stylish gear that we possibly can to our customers.

What's one of the hardest things that come with being a business owner?

The hardest thing that comes with being a business owner is selecting the right team and learning when/how to scale (of course, capital as well). Depending on the product or service being provided, people can underestimate what goes into building a business. With manufacturing, there were processes to be built, learning to communicate more effectively with local and international teams, locating and utilizing the best resources for the budget that you have while still yielding quality results, and finding capital to continue to invest in inventory/the brand while things are in process.

Success doesn't always come at once. Sometimes, it comes in waves - to the positive response of a certain pair of jeans, unexpected contact that reaches more people, and personal revelations and "aha moments." Being prepared, open, and focused allows me to embrace the learning experience and continue to find ways to be more efficient and more effective in delivering the best quality and service to my customers.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Don't underestimate the value of the business plan. It's not necessarily the end result, as opposed to the process of creating one. A solid business plan allows you to think of not only the destination but how you're going to get there. It forces you to crunch a few numbers and strategize what practical steps you can take to build a solid business. It's not a one and done but an ever-evolving living document that allows the vision to be set and steps to be taken to get there.
Determine, in advance, what your exit strategy is. What is the end goal going to be? Selling, building, legacy... All are ok. But once you hone in on what you want to do, work your way backward to identify the steps to get there. Alternatively, what is the exit strategy from your existing position if you're still working? If you want to make the leap, set a date, crunch the numbers, and define the steps/strategy that it will take to achieve that goal. It starts with a vision and plan first. Take ownership of that plan and strategy.
Don't do it for the money. Find a solid reason that you can believe in when the days don't go as expected. Start your business to fill a niche, solve a problem, fill a gap, as a creative outlet, follow your passion...but let it be something other than money. That's not to say that your end game should not be of financial benefit - that's the point of a business (as opposed to an expensive hobby). The point is that money doesn't always come right away. It may not come for quite some time in the amount you expect. If you're not ready to get creative in acquiring it or have a means of building your business despite a lack of money at times...it may be more of a shock than some are expecting. Money is the currency that allows you to do more to build the business or gain the freedom you may want for yourself. But the operative words in even that previous statements are "more," "build," and "freedom."

Vision may get you started, but you need actionable steps to move in the right direction. One important thing when riding motorcycles that anyone will tell you is to look through the curve to your exit point. Understand where you're trying to go, stay focused until your approach, and then set your sights on another target until you reach the destination. The curve isn't always easy, but set your sights, adjust your speed, and lean in.

One thing that I could have done differently was knowing with more certainty exactly what I wanted to do and where my focus could have been. When you're starting a business without any "startup" experience, it's like drinking water from a firehose. I sometimes found myself being pulled in a million directions until I settled in on what products I wanted for certain, what "training" and information I needed, and the best team members that were able to row the boat with me with guidance and coaching.

I have a newfound appreciation for the process and a newfound appreciation for "gratitude." No, I'm not quite where I want to be just yet, but I'm more forgiving of myself and my mistakes. I appreciate those folks I meet along the way, the lessons learned, and the progress I make daily. At the end of it all, I'm miles away from where I started more often than not, a lot closer to where I want to be than I realize...thankfully.

Where can people find you and your business?

Website: https://www.sportbikechic.com/
Facebook: https://www.facebook.com/SportBikeChic
Instagram: https://www.instagram.com/sportbike_chic/
Twitter: https://twitter.com/SportBikeC
LinkedIn: https://bit.ly/3x3BW4Y

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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