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Portland Pedal Power Delivers the Goods

By Katie Hawkins

What do you get when you mix big dreams, cool people, decorated bicycles, fresh food, and downtown Portland? No, I’m not talking about the famous themed bike rides during Pedalpalooza, but rather Portland Pedal Power (PPP), a quick and easy, carbon footprint-free delivery service that offers support for local businesses, marketing strategies, and a full-proof business model.

“We create an uber-local delivery service,” says co-owner Jenn Dederich, who, on their website, describes her first bicycle as a too-big canary yellow banana seat bike with chopper handlebars dressed up with tassels. “When you order with us you support local businesses, and you get superior service, as your food is delivered within 10 minutes of being ready.”

Photo courtesy of Portland Pedal Power

Bicycle Paper is now delivered by bike in the Portland area.

Prior to its founding in 2008, PPP was a Limited Liability Company. The project was adopted by Portland’s People’s Co-op, and was put into motion by its original founder, Ken Wetherell as he placed an advertisement on bikeportland.org in search of co-owners. Four people answered the ad, forming the business with a model based on partnership consensus. Their team now consists of: Dederich, urban planner; Wetherell, leader of research and development and sales; Courtney Martin, financial analyst; Stacey Blumberg, marketing guru; Zach Rose, rider operator; and web/graphic designer, Lee Ritter.

Starting out, PPP had no bike, no office, and only Savor Soup House as a partner food vendor. Over the last few years they have turned zero bikes into four, added 49 partners, and acquired 22 corporate accounts to whom they deliver lunches and groceries to, or provide catering services.

Companies or individuals can order meals or products online, both on demand or by pre-ordering. PPP provides a full menu for both lunch and dinner, as well as descriptions of the products and catering services that are available for specialized delivery. Orders can also be made by phone.

PPP distributes mostly to downtown Portland — the northwest and inner southeast and southwest districts — but can travel farther for products or meals that are pre-ordered. The northeast district can expect to see their bikes making deliveries this summer. With 80,000 people working within their delivery area, there isn’t a shortage of business.

Photo courtesy of Portland Pedal Power

PPP bikes offer advertising opportunities.

According to their website (www.portlandpedalpower.com), the mission is to “accelerate the sales of small, sustainably-minded local business through bike deliveries and promotional services.” However, the growing company not only offers eco-friendly delivery, but a successful business model and ways for other organizations to save money. They provide deliveries and pickups in addition to producing a way for local businesses to advertise within their community.

“We provide a way of promoting local businesses that is eye-catching and different,” says Dederich, referring to the colorful mobile signage on the sides of their trailers. Not only that, but PPP will distribute promotional materials for new menus, events, and even print publications such as Bicycle Paper. They also promote partners and vendors on their weekly blog.

“It’s really a win/win,” says Dederich. “You use our business, we promote yours.”

The organization also provides ways to save money and go green by renting out their bikes.

“There has been a change within the way the community views transportation,” says Dederich. “In an economy where the cost of oil and diesel for businesses has become extremely high, we offer sustainable, low maintenance and cost efficient bikes.”

Photo courtesy of Portland Pedal Power

PPP’s long-term goal is to, by 2013, sell the franchise to locations across the state, and eventually across the country and internationally. The bike business is building a scalable model that can be used for a one-man shop and up to a 15-bike hub that delivers all over the city.

“I believe in PPP’s business model. It is sustainable, local, and consensus-based,” says Dederich. “Since I have to work, this is the type of business I want to dedicate my time to.”

The Portland Pedal Power staff also participates in events such as Reach the Beach, where, alongside 3,000 other riders, they completed the 104 miles to Pacific City and raised $3,000 for the American Lung Association in Oregon. This year PPP participated in Eat Mobile, a fundraiser for MercyCorps Northwest, as well as Pedal Nation’s PDX Bicycle Show. They partnered with Burgerville to help raise money for “Work for Art,” a non-profit that provides financial support to 80 vital art and cultural organizations. Often vendors pay for the promotion, but PPP is in it for more than just the money.

“It is a local artistic expression of how non-profits affect lives,” says Dederich. “Our goal is to someday have bikes at every event, making it a normal promotional activity.”

Playfully hoping to put auto-based companies out of business in the future, this guerilla marketing force is on an expedition to take over the streets of Portland and beyond, armed with portable products, hot food and attitude.