This case describes the situation of TI Cycles in 1997. The Vice President, and General Manager of the company are required to assess the opportunities for new product development to accelerate the growth and competitiveness of TI Cycles. The case provides the background for identifying product market opportunities for improving the performance of the company. It highlights the importance of customer sensing, organizational knowledge building (from past experience), and environment scanning for building sustainable advantages in a short life style product category.