Brad Smith (entrepreneur)
Encyclopedia
Bradley “Brad” Smith (born 1 July 1987) is an Australian entrepreneur, speaker
, champion Superlite MX motocross
rider and advocate for safe motocross riding practices. Smith is best known for establishing the motocross brand “braaap” and the recipient of several achievement awards including 2010 Young Australian of the Year for Tasmania, Australian Young Entrepreneur of the year and International Young Entrepreneur of the year runner up.
In 2008 Smith launched the first braaap store, a retail outlet intended to be “the motocross equivalent of a surf shop”. braaap has since expanded to four retail outlets across Tasmania
and Victoria
, with a franchise
model to enable further expansion throughout Australia, and the rest of the world. In 2010 braaap signed a deal with NASCAR
driver Marcos Ambrose
to launch into the United States in 2011.
Braaap is the 3 time Australian Specialised retail business of the year.
, Tasmania, Australia to parents from a middleclass background who grew up in a government housing commission
residences. Smith acknowledges he was neither the most popular or academically successful student at school and attributes much of his success to his parents who encouraged him to think big and believe in himself.
His parents purchased his first motorcycle when he was four years old, fuelling his passion for motocross. Smith has channelled this passion into the braaap club and community group, initiatives which assist young people to discover their own interest in affordable adrenalin sports. He states his life mission is to “educate people on how to get their adrenaline rush from action sport or their passion rather than from drugs, violence and alcohol.”
Smith is involved with the Tony Robbins Platinum partnership which has assisted to establish soccer programs throughout Israel. These programs unite families in communities through their enthusiasm for soccer in troubled regions like Hebron.
Smith now resides in Legana, Tasmania.
s, selling movie posters on eBay
, mowing lawns for the elderly in his neighbourhood, and trading options on the US stock market
. Despite investing considerable time in these undertakings, he deemed the quality of the bikes as unsatisfactory upon their arrival.
Through these experiences Smith ascertained the requirements to build mini bikes capable of rivalling the American models. Lacking the means to produce them he saw no choice but to visit China and source a manufacturer capable of building mini bikes to his specification.
Despite having little international business experience and no distribution channels, upon turning 18 Smith embarked on a two week venture to liaise with Chinese motorcycle manufacturers. He was ridiculed by dozens by business managers but eventually found a manufacturing plant willing to support his vision.
braaap motorcycles are now manufactured by engineers and companies across the world, the front suspension in Italy, exhausts in Europe, bike frames in France, engines in Japan and performance parts in the United States. The motorcycles are assembled locally by mechanics in Braaap stores to ensure quality and reliability.
Dissatisfied, Smith declared he would open his own retail stores and travelled around Australia to buy back all the previously sold braaap bikes.
braaap’s exponential growth created challenges when procuring funding. Smith overcame this obstacle after winning awards for 2008 Australian Small Business Retailer of the Year and Australian Young Entrepreneur of the Years, both sponsored by the Commonwealth Bank. After the award ceremony Smith informally propositioned Commonwealth Bank officials who in turn agreed to provide braaap funding.
The first the braaap store opened in Launceston in 2008, with additional Tasmanian stores in Hobart and Devonport, and another in Frankston, Victoria.
for trail bike use.
Condemning the practice of dangerous riding Smith hopes to work with police to determine a suitable disciplinary measure for those caught riding illegally:
Smith aims to provide young people with an outlet to receive adrenaline rushes through stimulating activities like trail bike riding rather than drugs, alcohol or crime.
The term “Superlite” originated from braaap’s desire to rebrand the industry and create uniformity. Superlite bikes have been referred by many names, including “bikes”, “pitbikes”, “thumpsters”, “minibikes” and “50s”, none of which Smith considered empowering or a true reflection of the sport which they represent. Smith’s primary concern with terms such as “mini bike” or “pit bike” is the misassumption the bikes are small or a refer to a secondary level sport.
. After the 2010 World finals he finished in 11th place, competing against full time professional riders from around the world.
Public speaking
Public speaking is the process of speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners...
, champion Superlite MX motocross
Motocross
Motocross is a form of motorcycle sport or all-terrain vehicle racing held on enclosed off road circuits. It evolved from trials, and was called scrambles, and later motocross, combining the French moto with cross-country...
rider and advocate for safe motocross riding practices. Smith is best known for establishing the motocross brand “braaap” and the recipient of several achievement awards including 2010 Young Australian of the Year for Tasmania, Australian Young Entrepreneur of the year and International Young Entrepreneur of the year runner up.
In 2008 Smith launched the first braaap store, a retail outlet intended to be “the motocross equivalent of a surf shop”. braaap has since expanded to four retail outlets across Tasmania
Tasmania
Tasmania is an Australian island and state. It is south of the continent, separated by Bass Strait. The state includes the island of Tasmania—the 26th largest island in the world—and the surrounding islands. The state has a population of 507,626 , of whom almost half reside in the greater Hobart...
and Victoria
Victoria (Australia)
Victoria is the second most populous state in Australia. Geographically the smallest mainland state, Victoria is bordered by New South Wales, South Australia, and Tasmania on Boundary Islet to the north, west and south respectively....
, with a franchise
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....
model to enable further expansion throughout Australia, and the rest of the world. In 2010 braaap signed a deal with NASCAR
NASCAR
The National Association for Stock Car Auto Racing is a family-owned and -operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France Sr. in 1947–48. As of 2009, the CEO for the company is Brian France, grandson of the late Bill France Sr...
driver Marcos Ambrose
Marcos Ambrose
Marcos Ambrose is a championship winning Australian racing car driver. He currently drives the #9 Stanley Black & Decker Ford Fusion for Richard Petty Motorsports in the NASCAR Sprint Cup Series...
to launch into the United States in 2011.
Braaap is the 3 time Australian Specialised retail business of the year.
Personal life
Smith was born in LauncestonLaunceston, Tasmania
Launceston is a city in the north of the state of Tasmania, Australia at the junction of the North Esk and South Esk rivers where they become the Tamar River. Launceston is the second largest city in Tasmania after the state capital Hobart...
, Tasmania, Australia to parents from a middleclass background who grew up in a government housing commission
Public housing
Public housing is a form of housing tenure in which the property is owned by a government authority, which may be central or local. Social housing is an umbrella term referring to rental housing which may be owned and managed by the state, by non-profit organizations, or by a combination of the...
residences. Smith acknowledges he was neither the most popular or academically successful student at school and attributes much of his success to his parents who encouraged him to think big and believe in himself.
His parents purchased his first motorcycle when he was four years old, fuelling his passion for motocross. Smith has channelled this passion into the braaap club and community group, initiatives which assist young people to discover their own interest in affordable adrenalin sports. He states his life mission is to “educate people on how to get their adrenaline rush from action sport or their passion rather than from drugs, violence and alcohol.”
Smith is involved with the Tony Robbins Platinum partnership which has assisted to establish soccer programs throughout Israel. These programs unite families in communities through their enthusiasm for soccer in troubled regions like Hebron.
Smith now resides in Legana, Tasmania.
Initial attempt
At age 16 Smith had a vision to establish mini motocross Superlite MX in Australia. In 2004 he identified the need to develop an affordable Superlite pit bike which could be ridden and jumped confidently by adults. To raise funds to import his first shipment of mini bikes from China, Smith worked numerous jobs and undertook various small entrepreneurial activities including manufacturing Hacky SackHacky Sack
thumb|right|200px|A Hacky SackHacky Sack is the trademarked name of a type of footbag.-History:The name "hacky sack" came from the 1972 inventors of the Footbag, John Stalberger and Mike Marshall. Although Marshall suffered a fatal heart attack in 1975, Stalberger continued the business. At a...
s, selling movie posters on eBay
EBay
eBay Inc. is an American internet consumer-to-consumer corporation that manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad variety of goods and services worldwide...
, mowing lawns for the elderly in his neighbourhood, and trading options on the US stock market
Stock market
A stock market or equity market is a public entity for the trading of company stock and derivatives at an agreed price; these are securities listed on a stock exchange as well as those only traded privately.The size of the world stock market was estimated at about $36.6 trillion...
. Despite investing considerable time in these undertakings, he deemed the quality of the bikes as unsatisfactory upon their arrival.
Founding of braaap
Evermore determined Smith set about designing his own bikes and researched the market extensively. He frequently travelled to mainland Australia where he participated in motocross events to build his reputation and accumulate knowledge from the best motocross riders. At the time Smith was a provisional driver and could not hire rental cars, so to overcome this limitation he sponsored riders to participate in the events he was unable to attend.Through these experiences Smith ascertained the requirements to build mini bikes capable of rivalling the American models. Lacking the means to produce them he saw no choice but to visit China and source a manufacturer capable of building mini bikes to his specification.
Despite having little international business experience and no distribution channels, upon turning 18 Smith embarked on a two week venture to liaise with Chinese motorcycle manufacturers. He was ridiculed by dozens by business managers but eventually found a manufacturing plant willing to support his vision.
braaap motorcycles are now manufactured by engineers and companies across the world, the front suspension in Italy, exhausts in Europe, bike frames in France, engines in Japan and performance parts in the United States. The motorcycles are assembled locally by mechanics in Braaap stores to ensure quality and reliability.
Success as a wholesaler
Initially braaap Motorcycles acted as a wholesaler to bike dealers across Australia, but despite healthy sales the venture failed to produce the result Smith hoped for.Dissatisfied, Smith declared he would open his own retail stores and travelled around Australia to buy back all the previously sold braaap bikes.
braaap retail stores
Despite being told “street clothes and motorbikes won’t sell under the one roof”, Smith collaborated widely to develop a business model for a motocross lifestyle store aimed towards families and recreational riding. As a result braaap stores not only sell mini bikes but offer a variety of street apparel, DVDs, equipment and motocross paraphernalia. Each store also has a club and provides access to coaching and in-store bike mechanics.braaap’s exponential growth created challenges when procuring funding. Smith overcame this obstacle after winning awards for 2008 Australian Small Business Retailer of the Year and Australian Young Entrepreneur of the Years, both sponsored by the Commonwealth Bank. After the award ceremony Smith informally propositioned Commonwealth Bank officials who in turn agreed to provide braaap funding.
The first the braaap store opened in Launceston in 2008, with additional Tasmanian stores in Hobart and Devonport, and another in Frankston, Victoria.
Franchise Model
Working meticulously with the legal and consultancy firm DC Strategy, Smith spent three years developing a franchise model to enable the replication of braaap’s retail store format throughout Australia and eventually the rest of the world. Smith’s short term goal is to establish 50 Australian braaap stores within five years.Marcos Ambrose and expansion into the USA
NASCAR race driver and dual Australian V8 Supercar Champion Marcos Ambrose made his first visit to a braaap retail store in early 2010. Impressed with both the store and product, Ambrose bought three braaap bikes for cross-training and began negotiating with Smith to acquire the master franchise rights to introduce the brand and retail outlets into the United States in 2011.braaap Club
braaap has established two permanent club facilities with plans to establish more. The aim is to provide a safe and fun riding environment for the entire family. Flat tracks are available for beginner riders while intermediate motocross tracks are provided for riders who wish to build skill and confidence. A Las Vegas replica supercross track is also available for advanced riders.Combating illegal riding
Prompted by an increase in illegal bike riding, Smith assisted various stakeholders in organising a venue for Superlite riders to practice and compete. As early as 2005 he approached the Launceston City Council to arrange allocation of land at RocherleaRocherlea, Tasmania
Rocherlea is a northern suburb of Launceston and on the way to Lilydale, with a cluster of mainly brick suburban homes, this area is about ten minutes drive from the Launceston CBD. Services include a supermarket, local shops and schools....
for trail bike use.
Condemning the practice of dangerous riding Smith hopes to work with police to determine a suitable disciplinary measure for those caught riding illegally:
Smith aims to provide young people with an outlet to receive adrenaline rushes through stimulating activities like trail bike riding rather than drugs, alcohol or crime.
The industry – Superlite
Superlite is an emerging niche in the motorsport industry which Smith plans to develop into a professional sport and industry in its own right. He also aims to expand Superlite into affordable adrenaline sport which the whole family can enjoy through the braaap club and community group facilities.The term “Superlite” originated from braaap’s desire to rebrand the industry and create uniformity. Superlite bikes have been referred by many names, including “bikes”, “pitbikes”, “thumpsters”, “minibikes” and “50s”, none of which Smith considered empowering or a true reflection of the sport which they represent. Smith’s primary concern with terms such as “mini bike” or “pit bike” is the misassumption the bikes are small or a refer to a secondary level sport.
Australian Superlite Champion
In June 2010 Smith was placed as the highest ranking Australian at the World Mini SX Championships in Las VegasLas Vegas metropolitan area
The Las Vegas Valley is the heart of the Las Vegas-Paradise, NV MSA also known as the Las Vegas–Paradise–Henderson MSA which includes all of Clark County, Nevada, and is a metropolitan area in the southern part of the U.S. state of Nevada. The Valley is defined by the Las Vegas Valley landform, a ...
. After the 2010 World finals he finished in 11th place, competing against full time professional riders from around the world.
Trivia
- The name “braaap” originates from the noise produced by a Superlite engine and was also Smith’s childhood nickname.