SECONDARY RESEARCH-FINAL

Client Background
History
I Am RVA is a non-profit organization that was started in 2015 by Dr. Scott Keel. The founder and
president got the idea while traveling abroad in Vienna. Keel observed the bicycle culture of the
city and noticed many cyclists wearing the same helmet and soon learned it was a fundraising
campaign from the Kunsthistorisches Museum.
Keel then began I Am RVA in Richmond, Virginia with the goal to unite the city and promote bicycle
safety all through a unique bicycle helmet. The purpose of the chrome helmet is to reflect the city
and community of each of the cyclists who wears it. According to I Am RVA’s official website, “Our
helmet is unique to
Richmond, serving as a visually compelling symbol of unifying symbol the public will associates with
our vibrant community.”
The organization website officially launched on March 13, 2015. The organization itself launched on
May 28, 2015. On August 27, 2015, I Am RVA held a kick off party to mark the official start of helmet
sells.
Organizational Structure
I Am RVA is run by a board of directors under the leadership of Dr. Scott Keel. According to the
website, “I Am RVA is comprised of professionals from many different walks of life. They are
dedicated to the vision that I Am RVA sets forth and work purely on a volunteer basis.” The board
of director is made up of 9 professionals are business owners, account managers, budget analysts,
doctors, engineers, realtors, and journalists.
Client Products & Services
The organization currently offers two different products - the I Am RVA chrome helmet and the 2015
I Am RVA biking cap. The helmet’s cost $50 and the cap can be bought for $10. Right now, the
money from the helmet sells goes to the organization. In the future the organization will be donating
a portion of each helmet sale to the non-profit of the buyer’s choice.
Mission
I Am RVA’s mission is “to foster enthusiasm for bicycling in Richmond by encouraging a sense
of community, promoting safety among riders and drivers, and creating pride in the city.” The
organization also aims to build solidarity and inclusion through their distinctive bike helmet” In
addition to the mission, I Am RVA’s motto is “Be safe. Be seen. Be fun.”
The organization hopes that bicyclists will be safe through wearing their helmets, but they also
hope to educate Richmond riders on the rules of the road. The “be seen” potion of the motto is
another safety effort on behalf of the organization. They encourage cyclists to be visible while riding
their bike. They hope this can be done through use of lights and reflectors at night. Lastly, the
organization hopes to promote fun by updating the community on bike-friendly things happening in
Richmond.
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