Chapter 7: Timbuk2: The Message Is in the Bag (Summary)

Timbuk2, founded in San Francisco more than 15 years ago by former bicycle messenger Rob Honeycutt, manufactures what seems to be a specialized product: messenger bags for cyclists who make their living delivering documents door to door.

Today, Timbuk2 still manufactures professional bags for bike messengers.

The firm has expanded its offerings to include fashion bags for other consumers-and its goals and plans are much broader than they were fifteen years ago.

"Our goal for the future is to remain faithful to our working-class urban roots, while expanding our unique qualities and design sensibilities to a broader range of products and a wider audience," states Timbuk2's Web site.

"The difference between strategy and goals is, goals are the endpoint and strategy is the way to get there. The actual steps you take would be the tactics," Dwight explains.

Timbuk2's current goal is to move from a tiny, specialized market into a broader market.

"Our roots are in the bicycle messenger market ... a subculture that is very interesting.... However, it isn't really a market; there's no growth there. So what we're trying to do is build from that heritage, that authenticity that gives value to our brand as a lifestyle brand," says Dwight.

"Then, when we go to sell the company or take it public, there's value there." So every effort, from the development of new products to the marketing of existing ones, focuses on strengthening the Timbuk2 brand in consumers' minds.

Dwight and his staff plan to "Develop a product portfolio that asserts our position in existing markets, moves into new markets, and really creates a sense of lifestyle ... so when you think of Timbuk2 ... you think of an emotional concept, a brand, a lifestyle." Timbuk2 is already moving rapidly toward its goals.

Sit in on a Timbuk2 planning meeting, and you'll hear lots of ideas and opinions flying back and forth-how to design a new bag, how to market it, how to offer it over the Web.

He wants Timbuk2's bags to have a look that is distinctive.

They have managed to offer a variety of bags for a variety of needs-without chrome hardware.

Consumers can pick up a water-resistant bag with quick-release buckles that allow yoga followers to snap out their practice mats with ease, weatherproof travel bags with destination stickers superimposed on the flaps, and colorful, messenger-style laptop computer bags for commuters who want to blend durability with style.

The bags don't come cheap; with the addition of custom features, consumers can pay $100 or more for their Timbuk2 bags.

A good purse or travel bag from another maker can cost just as much or more.

Timbuk2 hasn't forgotten bicycle messengers, even with its new focus.

The professionals can still visit the Timbuk2 Web site and "Build" customized professional bags-selecting from four different sizes, several fabrics, and an array of colors.

As part of a celebration of the firm's heritage, Timbuk2 has planned to collaborate with Joe Urich, San Francisco bike messenger and design student at the California College of Arts, to design two new, industrial-strength messenger bags for his colleagues.

These new bags will be designed specifically to meet requirements of working messengers.

The project should succeed-after all, who knows better how to design a messenger bag than the messenger himself?