GET ACTIVELive MICA Case Study Challenge Spring2013http://www.getactivesports.com/>
Tuesday, 26 March 13 2Background• Company formed 2012 • Formed by the the merger of Get Active Sport and Sherwood Sports • Get Active was a sole trader in existence for 9 years • Sherwood Sports held a franchise from Premier Sport for the five years ended 31st August 2012• Trading • Four full time employees/directors • Over 50 part time coaches engaged on a self employed basis (6 will be moving to contracts) • Provides sports coaching, activity clubs and holiday clubs to infant and junior children – 5-12 years old • Also provides substitute PE teachers to junior and infant schools
Tuesday, 26 March 13 3 Products• School clubs • These are a variety of before, during and after school time activities where children are coached in a number of different sports and physical activities. Class sizes are from 6-20 children plus one coach • Numerically, these are the largest part of Get Active’s portfolio• PPA • A coach is supplied to a school for either a full day of half a day and acts like a a full time PE teacher; running PE sessions and other sessions on an agreed timetable.• Holiday camps • As their name implies, these are multiday sessions run in the school holidays on school facilities or Leisure Centres whereby Get Active offer structured sessions to entertain children. Camp sizes can vary from 30- 90 children and they are held on 8 locations; they are the most profitable element of the business.• Training courses • These are in the course of development but will be targeted at providing suitably qualified coaches to football clubs and schools.
Tuesday, 26 March 13 4Marketing• Promotion • Significant promotional activity, primarily through brochures and newsletters takes place at both the school and club level • Social media and regular email/text shots • No public activity takes place but these is planned to start from September 2013• Website • A fully enabled web site has been built that allows parents to see: • Holiday Camp Timetable • Register and pay for children for holiday camps • All bookings will be online from September 2012 • Forth coming events • The web site is being further upgrade to give parents a fuller view of all activities and the new party specific equipment that is being purchased in the next six months
Tuesday, 26 March 13 5Barriers to entry and competition• Barriers to entry • Low barriers to entry as no formal qualifications actually needed • All Get Active coaches have necessary qualifications as it provides reassurance • Set up costs not high as very little property or assets needs to be purchased • Building marketing database and reputation required to scale a business is more difficult and needs time and, possibly, a brand• Competition • Some significant national, mainly franchised, competitors • Premier Sports • Goal • Significant local competitors but they do not have scale
Tuesday, 26 March 13 6Trading area - BerkshireDistricts1. West Berkshire (Unitary) - small presence2. Reading (Unitary) – Good Presence3. Wokingham (Unitary) – Good presence4. Bracknell Forest (Unitary) – small presence5. Windsor and Maidenhead (Unitary) – poor presence6. Slough (Unitary) – strong presence
Tuesday, 26 March 13 7Issues and areas for discussion• How to expand the business • Extended geographical reach • Franchise? • Acquisition of local competitors? • Area to expand into • Extend into Thames Valley of a wider area? • Expand the product portfolio • Acquire coaching business for football • Move into developing academies for clubs and schools? • Develop alternative sports such as futsal? • Build a significant brand • Develop web marketing and website linked to social media