Ecommerce is a sterile way to sell bikes. So we built IRO Cycle a site with all the authenticity, interactivity, and community of a bike shop, complete with a showroom to browse, and a shop where buyers choose the right frame, paint it any color, and build it out from drivetrain to wheelsets. We even built a gallery where enthusiasts and newbies alike can talk shop and show off their rides. To get the word out for launch, we kicked into social marketing mode and seeded key blogs. Sales tripled and enthusiasts responded in forums. "You can almost smell the grease," one said. It's the nicest thing anyone's ever said about our work.