BIKE O & Company Ltd. buys used motorcycles, refurbishes them, and sells them either to used motorcycle dealers through auctions or to consumers through its own stores. It has established a 24/7, year-round procurement system through which it receives purchase requests from motorcycle owners. Its sales representatives visit customers at their homes to appraise and buy vehicles. When BIKE O was founded in 1994, appraisal standards for used motorcycle purchases had yet to be developed in the industry, and trade-in prices for used motorcycles varied sharply based on dealers’ partners (manufacturers) and the flagship models they carried in their lineups. Under these conditions, the company pioneered the approach of visiting customers to purchase used motorcycles based on auction prices, expanding into this space ahead of its competitors.