Nonprofit Recording Co-op Marketing Plan by PaloAltoSoftware

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                                Table Of Contents


1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
         1.1   Company Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . .               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .1
         2.1    Market Summary . . . . . . .                 .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.1 Market Demographics                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.2 Market Needs . . . .               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.3 Market Trends . . .                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.4 Market Growth . . .                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
         2.2    SWOT Analysis . . . . . . . .                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
                    2.2.1 Strengths . . . . .                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
                    2.2.2 Weaknesses . . . .                 .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
                    2.2.3 Opportunities . . . .              .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.4 Threats . . . . . . .              .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.3    Alternative Providers . . . . .              .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.4    Services Offered . . . . . . .               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.5    Keys to Success . . . . . . . .              .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.6    Critical Issues . . . . . . . . .            .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6

3.0   Marketing Strategy . . . . .      .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
        3.1    Mission . . . . . . .    .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
        3.2    Marketing Objectives     .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
        3.3    Financial Objectives .   .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
        3.4    Target Markets . . .     .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
        3.5    Positioning . . . . .    .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
        3.6    Strategy Pyramid . .     .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
        3.7    Marketing Mix . . . .    .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .8
        3.8    Marketing Research .     .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .8

4.0   Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
         4.1    Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
         4.2    Funding Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
         4.3    Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

5.0   Controls    . . . . . . . . . . . .   .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 12
         5.1     Implementation . . . .     .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 12
         5.2     Marketing Organization .   .   .   .   .    .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13
         5.3     Contingency Planning .     .   .   .   .    .    .    .    .    .    .    .    .    .    .    .    .     .    .    .    .    .    .    .    . 13
                                 Gamehenge Tapers Co-op


1.0 Executive Summary

   Gamehenge Tapers Co-op is a not-for-profit organization that was created to serve the Boulder,
   Colorado tapers community. The tapers community is a hobby based community that trades live
   recordings for personal use, never for commercial gain. The Co-op will provide this community with
   the equipment needed to further the taping of shows that in effect supports the trading community
   as well. The Co-op sells the recording equipment at wholesale prices plus a low overhead
   percentage. Offering members heavily discounted rates encourages them to become more active
   tapers. Because the organization is a not-for-profit co-op, members are willing to volunteer their
   time to help the organization allowing it to become successful. The organization exists to support
   the trading community.

   The basic market need is a source of equipment and intellectual capital that supports the taping
   community. Because of the very nature of the movement being underground (not for legal
   reasons, but due to general commercial shunning of taping), a local support organization is in high
   demand. The recent popularity of the CD recorders (creating perfect copies of the original) has also
   been a factor in tapings recent increase in popularity.

   Membership dues and a small charge for overhead will allow the organization to cover costs
   associated with doing business and allow it to slowly grow over time. Gamehenge Tapers Co-op will
   be increasing their membership roster by at least 20% per year.



1.1 Company Summary

   Gamehenge Tapers Co-op is a co-operative organization designed to serve the Portland tapers
   community. The tapers community is a hobby based group that records and trades live concerts.
   All of the bands that allow live recordings are "live" or "jam" bands who incorporate improvisation
   into their live performances so each performance is unique. The group members trade these live
   performances for personal consumption, enjoying the unique attributes of each individual show.
   Commercial use of these shows is strictly prohibited.

   The organization sells a wide range of equipment for tapers. The equipment is purchased through
   normal wholesale distribution channels and sold directly to organizational members. Membership is
   required for entry to the co-op. A $40 entry fee and proof of traders status (a copy of your show
   list is usually sufficient) is all that is needed to become a member. Products must be purchased
   through the website and can be picked up from the office at certain times throughout the week.
   Questions regarding products can be answered via email or phone (typically voicemail with a return
   phone call).



2.0 Situation Analysis

   Gamehenge Tapers Co-op is entering their first year of operation and recognizes the need of a
   comprehensive marketing plan to ensure future sustainability. The Co-op provides an extensive
   offering of recording equipment as well as CD-RWs and media. This serves the market need of
   providing equipment and information for tapers.




                                                                                                 Page 1
                                         Gamehenge Tapers Co-op


2.1 Market Summary

  Gamehenge Tapers Co-op possess good information about the market and knows a great deal
  about the common attributes of the most prized customers. The Co-op will leverage this
  information to better understand who is served, their specific needs, and how The Co-op can better
  communicate with them.



     Table 2.1: Target Market Forecast

      Target Market Forecast
      Potential Customers                Growth   2002   2003    2004       2005      2006      CAGR
      Tapers                                10%    200    220     242        266       293     10.02%
      Other                                  0%      0      0       0          0         0      0.00%
      Total                              10.02%    200    220     242        266       293     10.02%




2.1.1 Market Demographics

  The profile for Gamehenge Tapers Co-op's customer consists of the following geographic,
  demographic, and behavior factors:

  Geographics

      • The immediate geographic target is the city of Boulder with a population of 267,000.
      • A
								
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