4. Goals
Boost awareness for the app
Grow social media following
Grow social media
Further develop target
market
Reach more users
Make more meaningful
interaction
.
What areas does
Ump Scores wants
to improve in?
Leverage proximity to
Fenway Park in order to
get foot traffic
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Table of contents Goals
SWOT
Analysis
Target
Persona
Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
5. ● Well organized and attractive
website
● Niche offering that
differentiates us from our
competitors
Opportunities
Weaknesses
Threats
5
Strengths
SWOT
ANALYSIS
● Lack of activity and following on
social media
● Niche market could limit them
from scaling up
● Competitors using their data
● Umpires in the minor league
● Partnering and promoting with
betting sites
● Collaborating with larger
accounts on social media
● Betting websites may have
similar analytics
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Table of contents Goals
SWOT
Analysis
Target
Persona
Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
6. Target Persona
Meet Mike Adams!
Hobbies
● Astros fan
● Grew up watching
baseball with his dad
● Like to predict games
Backstory
● Large family of
baseball fans
● Lower to middle class
Occupation
● Part time student
● Part time
Journalist
Basic Demographics
● Male
● 20 years old
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Consumer
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Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
7. Let’s Discuss:
Customer Demands
CHALLENGES
● Hard to access umpire
statistics
● Doesn’t want to pay for
umpire data or statistics
● Doesn’t know where to get
accurate umpire statistics
● Most umpire data is not easily
accessible
GOALS
● Better understand umpire
background information
● Have a better understanding
of the umpires’ consistency or
skill level
● Easy access to baseball
statistics
● Have a better prediction of
games
NEEDS
● Daily reports of umpire
performance and statistics
● A way to compare different
umpires and their performance
● Archived baseball data (for
predictions of future games)
● Informative data to accurately
predict + interpret umpire info
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SWOT
Analysis
Consumer
Profile
Data Analysis
Industry
Research
Tactics Takeaways
9. Sales
Survey Info
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Consumer
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Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
of survey respondents were male
46%
of survey respondents were university students%
62%
4/5
of people interviewed said they like most
the simplicity of navigation in website
10. Survey Info
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Data Analysis
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Non-Guerrilla
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Takeaways
Was due to personal interests
48%
Helps us to understand target
persona
12. Large Umpire Scorecard
Location
~ $30.00/cutout; have
multiple around campuses
Costs
Threat of vandalism and
theft
Student facilities/event
centers (e.g. GSU) in
universities around the Boston
area
Challenges
Due to the cards being in
areas with heavy student
foot traffic, they will
likely draw attention.
Impressions
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Table of contents Goals
SWOT
Analysis
Consumer
Profile
Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
13. Location
~$200 (With UmpScore
branding)
Costs
Threat of vandalism and
deterioration of logo
Umpire Punching Bag
Boston University Fitness
and Recreation Center and
other universities’ gyms
Challenges
Heavy foot traffic will
entice people to punch
the bag
Impressions
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Analysis
Consumer
Profile
Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
14. Location
Costs
Challenges
30-35k people on game day
A phone booth with a joke about a bad call, where people can take pictures at.
“Missed/Bad Calls” Phone Booth
Outside/Nearby Fenway Park Receiving permission by the
property owner to place a
phone booth
Materials for structure ($200),
spray paint ($6)
Impressions
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Analysis
Consumer
Profile
Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
16. Location: Lucky Strike at Fenway, Game
On, etc.
Who: Influencers
Influencer Marketing Event
Costs: $2000 (renting of space), $500 (catering)
Challenges: Low attendance
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Takeaways
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Consumer
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Data Analysis
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Non-Guerrilla
Tactics
Takeaways
17. - 7K Followers
- Interest in same topic, can
increase engagement
Nano Influencers:
Micro Influencers:
- 72K Followers
- Sports journalist
- Trustworthy to people
@amyg
@theumpirechannel
@rbira
- 95.3K Followers
- MLB Ambassador
@lathanthekidumpire
- 62K Followers
- Young baseball player with a
diverse target audience
18. - 247K Followers
- Posts baseball clips
- has a lot of sponsored
content
Mid Tier Influencers:
- 112K Followers
- Interest in same topic, can
increase engagement
@umpirehate101 @jaredcarrabis
19. Location: Around Fenway Park
Costs: ~$1,000 (depending on artist)
Challenges: Time-consuming
Impressions: 30-35k people on game day
QR Codes @ Fenway Park
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Non-Guerrilla
Tactics
Takeaways
20. Takeaways
01
Cater to a university audience
in order to reach more users
and create more meaningful
interactions
02
Build on social media presence
to increase engagement
03
Collaborate with influencers in
order to increase awareness
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Consumer
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Data Analysis
Guerrilla
Tactics
Non-Guerrilla
Tactics
Takeaways
