How Can Businesses Support the Disabled Community? Hand Bike Company Owner Fabián Pelleriti Has Tips

From getting educated about business equality to incorporating inclusivity into product research and development to diversity, inclusion and representation in online advertising, there are many opportunities for businesses to show support, so we asked Fabián Pelleriti for his take on where to start. Pelleriti started Argentina-based Rodamax — a company that builds hand bikes for people with disabilities. For Pelleriti, Rodamax’s success comes down to something that any business owner can appreciate: you have to know your audience.

On the surface, businesses may default to classifying their audience types based on demographics and psychographics, but Pelleriti’s knowledge of his audience is deeply personal. In 2005, he was his own client — “the first user.” He created a product that wasn’t widely available, but empowered him to pursue his passion for cycling. By 2006, he designed hand bikes for adults and kids, and in 2017, he quit his day job to pursue his vision for Rodamax full time.

Read on for Pelleriti’s insights about knowing your audience and designing with their needs in mind.

1

Listen to their stories.

“I talk to my clients, I listen to their stories,” Pelleriti said. “I try to really understand their full needs so that later I can provide them with the best model for them.”

Pelleriti uses his conversations with people to inform his product design and to reinforce that he’s building something he knows people will use and appreciate.

“The way you communicate with your community is really important and how you show interest in them, so that they really feel that they will have a product that will fit their expectations of what they want and need,” Pelleriti said. “All of them have a different and unique story to share.”

2

Build the relationships.

Scroll through Rodamax’s Facebook Page, and you’ll see that every post includes a call to action or encouragement for people to send a message or book an appointment if they want to learn more. Pelleriti uses his Page as a welcome mat to invite client conversation and consultation.

“Everyone who has an interest contacts me, they fill out the form and we organize a video call to talk about what they need,” Pelleriti said.

Over time, he’s been able to identify four main reasons why his customers seek out his products: mobility, transport, rehabilitation and inclusion.

“Those are the main pillars of this business,” Pelleriti said, describing how he then designs his products with them in mind.

3

Collect their feedback.

“If you know by first hand what your customers need, you have an advantage,” Pelleriti said. “In case you don't, the most important [thing] is to gather all the feedback that your customers share with you so that you can always improve your products.”

Pelleriti mentioned that when his customers are first getting set up with their bikes, he’ll review everything with them to help make them feel comfortable and learn what changes they need.

“You can have basic designs, but always be open to make any adjustments they need for it to be more comfortable,” he advised. “Always listen to your client, every human is different and has different needs.”

Pelleriti brings it back around to the fact that people ride their bikes for the same reasons — from getting around to having fun with friends — and it’s a passion that brings people together when they have the right products that meet their needs.