Inline Skating Marketing Plan by PaloAltoSoftware

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									        Copyright © Palo Alto Software, Inc., 1995-2010




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                               Table Of Contents


1.0   Executive Summary       . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.0   Situation Analysis . . . . . . . . . . .       .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .2
         2.1    Market Summary . . . . . . .        .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .3
                    2.1.1 Market Demographics       .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .3
                    2.1.2 Market Needs . . . .      .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .4
                    2.1.3 Market Trends . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .5
                    2.1.4 Market Growth . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .6
         2.2    SWOT Analysis . . . . . . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
                    2.2.1 Strengths . . . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
                    2.2.2 Weaknesses . . . . .      .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
                    2.2.3 Opportunities . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
                    2.2.4 Threats . . . . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
         2.3    Competition . . . . . . . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .7
         2.4    Product Offering . . . . . . . .    .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
         2.5    Keys to Success . . . . . . . .     .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8
         2.6    Critical Issues . . . . . . . . .   .    .    .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .8

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.1    Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.2    Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.3    Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.4    Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.5    Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
        3.6    Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
        3.7    Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
        3.8    Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.0   Financials                                                                       11
         4.1    Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . 12
         4.2    Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
         4.3    Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

5.0   Controls                                                                        15
         5.1   Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
         5.2   Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . 16
         5.3   Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 16
                               Pegasus Sports International


1.0 Executive Summary

  Pegasus Sports International (Pegasus) is a start-up aftermarket inline skating accessory
  manufacturer.

  In addition to the aftermarket products, Pegasus is developing SkateTours, a service that takes
  clients out, in conjunction with a local skate shop, and provides them with an afternoon of skating
  using inline skates and some of Pegasus' other accessories such as SkateSails.

  The aftermarket skate accessory market has been largely ignored. While there are several major
  manufacturers of the skates themselves, the accessory market has not been addressed. This
  provides Pegasus with an extraordinary opportunity for market growth.

  Skating is a booming recreational sport. There are a growing number of skating competitions, like
  team-orientated skate hockey and individual speed skate racing. Pegasus will work to grow these
  markets as well as develop the utilitarian skate transportation market.

  Several of Pegasus' currently developed products have patents pending and local market research
  indicates that there is great demand for these products.

  Pegasus will achieve fast, significant market penetration that will be achieved through a solid
  business model, long-range planning, and a strong management team that will able to execute on
  this exciting opportunity.

  The three principals on the management team have over 30 years of combined personal and
  industry experience. This extensive experience provides Pegasus with empirical information as
  well as the passion to provide the skating market with much needed aftermarket products.

  Pegasus will sell its products initially through its website. This direct-to-the-consumer approach
  will allow Pegasus to achieve higher margins and maintain a close relationship with customers
  which is essential for producing products that have a true market demand.

  By the end of the year, Pegasus will have developed relationships with different skate shops and
  will begin to sell some of their products through the use of retailers.




                                                                                                Page 1
                                   Pegasus Sports International



                                    Annual Sales Forecast


     $800,000

     $700,000

     $600,000

     $500,000
                                                                                   Recreational
     $400,000
                                                                                   Competitive
     $300,000

     $200,000

     $100,000

           $0
                            2003        2004            2005




      Table 1.0: Sales Forecast

       Sales Forecast
       Sales                                2003           2004            2005
       Recreational                      $455,740      $598,877        $687,765
       Competitive                        $72,918       $95,820        $110,042
       Total Sales                       $528,658      $694,697        $797,807

       Direct Cost of Sales                  2003          2004            2005
       Recreational                       $82,033      $107,798        $123,798
       Competitive                        $13,125       $17,248         $19,808
       Subtotal Cost of Sales             $95,159      $125,046        $143,605




2.0 Situation Analysis

   Pegasus is entering its first year of operation. The products have been well received and
   marketing will be key to develop brand and product awareness as well as grow the customer
   base. Pegasus International offers several different aftermarket skating accessories, serving the
   growing inline skating industry.




                                                                                                  Page 2
                                     Pegasus Sports International


2.1 Market Summary

  Pegasus posesses good information about the market and knows a great deal about the common
  attributes of the most prized customers. This information will be leveraged to better understand
  who is served, their specific needs, and how Pegasus can better communicate with them.




                                              Target Markets




                                                                                                  Recreational
                                                                                                  Fitness
                                                                                                  Speed
                                                                                                  Hockey
                                                                                                  Extreme




     Table 2.1: Target Market Forecast

      Target Market Forecast
      Potential Customers            Growth         2003         2004         2005         2006         2007      CAGR
      Recreational                      10%   19,142,500   21,056,750   23,
								
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