"What if the right space for me isn’t out there?”

This question comes up on many First Location Program consultations, and most of the time, it’s super easy for us to answer. There are dozens of “right” retail spaces on the market at any given time that could work for a business, and, after all, you only need one. When you’ve got super clear real estate criteria, it’s typically pretty easy to find a handful of spaces that could work. Narrowing them down and 🕵️‍♀️ picking the best option is the hard part.

But for Pedal Retailer District Champagne, DC’s restrictive liquor license laws cut our options down dramatically. This is the story of how owners McLean and Joseph persevered to loc...

Retail rents are HIGHLY negotiable. On a scale where 1 is Taxes and 10 is Facebook Marketplace, I’d put retail rent at a solid 9. Since rent is one of the highest fixed costs for brick-and-mortar businesses, it’s worth the upfront investment to negotiate it down. You will absolutely have to spend some money to do this (brokers, lawyers, architects etc.) BUT this “one weird trick” is actually free, and invaluable.

I’m talking about preparing and practicing a killer “Elevator Pitch.” For those who spend elevator rides frantically ping-ponging their eyes around to avoid the catastrophe of making eye contact with a stranger, I’ll explain. An Elevator Pitch is a clear, confident and compellin...

Last fall, I fell deeply in love with a dress. It was no ordinary dress; it was an ankle-length, sleeveless, v-neck and v-back, empire-waisted beauty with a geometric print in “peacock” and “cinnabar.” And the designer is German, and I got a 5 on my AP German exam, so that, too.

I saw the dress on the e-comm shop of my favorite brick-and-mortar store, so if I bought this dress I would not only be mind-blowingly fabulous, but I’d also be supporting an independent retailer. Aren’t I selfless?!

But there were two minor problems. One, I had literally no occasion to warrant purchasing a new dress, and two, there was no way I could afford this dress. But you know what we say over here — whe...

I’ll say it – everyone loves to hate lawyers. They’re right up there with telemarketers and politicians on the list of most maligned professionals, and when you’re scraping together the cash to fund your Capital Budget, legal fees get a lot of scrutiny. And we get it – every dollar counts!

You cannot forgo an attorney for your lease. This has been the subject of numerous other newsletters, and it’s a requirement in our First Location Program. (Don’t believe me? Reply to this email and we’ll happily tell you why.)

You CAN manage your legal fees, but here’s the thing - most people actually do it wrong and end up i) spending more, ii) getting a worse lease, or iii) both. In many situati...

It’s the beginning of spring, and over here at Pedal we’re about to begin Babywatch 2024. In case you missed the news, or if you’re reading this like “why are they talking about a baby?” I’ll catch you up to speed.

Abby, Pedal cofounder and retail broker extraordinaire, is a few weeks away from having a baby. Her FIRST baby. So of course, I am very excited to welcome Abby into the club of women with no shame and limited bladder control on trampolines.

As you can imagine, in addition to our regular constant chatter about retail real estate, we’ve also been talking A LOT about childbirth and babies these past many months.

[If you’re now asking yourself, “oh my god, is this com...

In our last post, we told you we're firm believers that where there's a will there's a way. But, lest you think we're starry-eyed optimists, there is a part two to this philosophy. Like the yuzu to our mayo, these seemingly opposite ideas work together to create something amazing.

That part two is our Pedal promise -

Real Talk, Always
We will always tell you the truth, even when it's hard to hear and say. You deserve to know the good, the bad, and the ugly so you can make decisions with confidence. We think that honesty is the best policy, and we're sticking to it.

If you've ever worked in a service industry, you understand the temptation to keep your customers happy by telling them what t...

Every new Pedal Retailer comes into the First Location Program in a different place – some have a crystal clear vision of their business in the space we’ll secure together, and for others, it’s hazy. For most people, the vision is partly hazy with some very clear spots.


When Pedal Retailer Jessica started FLP to find a brick-and-mortar home for Jurisdiction, her online women’s clothing boutique, she was on the clearer side of the spectrum.

She knew her target market and customer intimately – she was her own target customer, and the pain of trying to shop in her hometown of Potomac, MD was a constant frustration for her and her friends. Jessica grew up in Potomac, so she was not...