Cover Story: Full Speed Ahead

After the return process is finished, an internal investigation is triggered at J&P to find the root problem that made the customer return the item. The company's technicians then are tasked with updating the information in the catalog and website with their findings to avoid further returns.

It's the ability of J&P Cycles to be first to market with new products that drives its success, Parham says. But he admits this is becoming harder than it used to be, as more competition has entered the niche, especially online. These companies don't have the infrastructure that J&P Cycles does, making them somewhat more flexible. Couple that with the down economy, and J&P Cycles has been forced to re-evaluate the way it does business.