Good marketing to specialize in the needs of a growing bike community.
Marketing in Massachusetts is two edged. One side is we've an avid, educated, growing community.
The other is I just heard statistics showing Massachusetts is the safest of all states in terms of transportation. Another source rates MA as the third best biking state including % of commuters that bike (that's a +) and safety or accident free (that might be a negative for your friend). I certainly wish there was no need for your friend's services but believe that day is a long way away.