2. EXECUTIVE SUMMARY
● The Fontana Paddleboard “Tribe” is an opportunity to increase
awareness of Fontana Paddle Co. and of paddle boarding as a
sport in Fontanawhile building a local, communal group
through the “tribe”. We will work to overcome the challenges of
seasonal change and local competitors to establish and
promote the “tribe” on a larger, more developed scale.
● Key issues that Fontana Paddleboard must address:
○ Under promotion of “Tribe” membership
○ Lack of unique selling point
○ Define who is target demographic for the “Tribe”
4. OUTDOOR RECREATION MARKET
● Industry grew 5% per year from 2005-2011 despite
economic recession (Outdoor Industry Assn.)
● Snow sports make up approximately 50% of retail
sales in extreme/action sports industry (Mintel)
● Participation of women in boardsports has
increased (Surfers Village)
Female participants represent an opportunity for growth.
5. PADDLE SPORTS OVERVIEW
● Top motivators for participation are relaxation, exercise
and fun (Outdoor Industry Assn.)
● Paddlers share many “crossover” activities (Mintel)
○ Prefer independent over team sports (Mintel)
● Women and minority groups have been
underrepresented (Outdoor Industry Assn.)
Paddlers participate in social but independent activities.
6. Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation.
http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
7. Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation.
http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
8. Segment:
S Up Paddle Boarding
StandEGMENT: STAND-UP PADDLEBOARDING
● Fastest growing segment of surf industry (WSJ)
○ 18% increase in participation from 2010 to 2011
(LA Times)
● Biggest growth of SUP has been inland (TIME)
● Can provide more fitness benefits than other paddle
sports (WSJ)
Opportunity for workout options unavailable to other paddle sports.
10. BRANDING:
HALAU TRIBE
Halau Tribe
● Website design evokes serenity
● Tribe logo and pendent have a Hawaiian
feel
● Social media posts do not evoke the
same brand personality
○ Halau Tribe accounts have not
established an independent voice
from FPC
Brand personality has not been developed.
11. Marketing and Sales Support:
Website Promotions
Events and Programs Tab
● This is the clearest description of FPC events
Events Drop Down
● Event dates are not always clear
● Past events should be removed
● The “Events” tab is cluttered
Home Page
● Events tab is replicated on the home page
Suggestions
● Combine all events information under one tab
● Convert the paddle rental calendar into an online form
● Erase past events from the website
Website promotions should all be grouped together in one place
12. Marketing and Sales Support:
Social Media Presence
Facebook
● Good at uploading photos from events
● Events are promoted frequently
● Good at answering questions followers post
● Should engage more in a conversation with followers
1,070 likes
Twitter
● Tweets are replicas of Facebook posts
● Should engage more in a conversation with followers
68
● Does not utilize photo or video features
followers
● Should keep to 140 character posts
Suggestions
● Social media is currently being used as a promotional tool but not as a conversation
tool
● FPC does a good job posting photos of events but does not utilize videos
Engage in a conversation with social media followers
13. Marketing and Sales Support:
Tribe Promotion
Website
● The Tribe is not clearly listed on the Website
● Drop down and graphic on the home page
● More visually engaging and personal webpage page
about the tribe
● Easier to link to the Halau Tribe Website
Social Media
● Halau Twitter page only resposts Facebook Posts
● There is no cross promotion between the FPC and
Halau Tribe social media accounts
Other
● Lack of print promotional materials
● Emails blasts about the Tribe
30 likes
5 followers
Utilize web presence to specifically promote the Halau Tribe
15. The Consumer
● Current Market
○ Rentals: Women and their
children
○ Sales: Lake
people, Exercise/Fitness/Hea
lth nuts, Outdoor types
● General Market
○ Sales
■ Women
■ Elderly/Empty-Nesters
■ Outdoor Types
Localized audience = Increased Commonalities & Reduced
FoW/Enhanced Strategic Clarity
16. At a Glance
Sports Utility Moms
●
Child-centered
○
●
Physically active
○
●
Earlier introduction to
sports can lead to lifelong
Very likely to spend money
on Sports Equipment
Suburban Life
○
○
●
Car-Friendly Media
Kid-Friendly Media
Web Presence
○
Mainstream Utility
Leveraging Parents/Children for
information and messaging
17. At a Glance
Fast Track Couples
● Mobile/Active Lifestyles
○ Physical activity and health
are high priority
○ Don’t have time for traditional
media
● Social and Status-Conscious
○ Socially active
○ Self-described trendsetters
● Web Presence
○ Online Receptive
○ Informed Consumer
Incredibly High Social Media ROI
18. At a Glance
Empty Waterfront Nests
● Spending Power
● Leisurely Enjoyment
● Expanding Market
● Expensive Messaging
Demographic
20. Competitors
Local:
● ClearWater Outdoors
○ Lake Geneva, WI
○ Delafield, WI
○ Williams Bay, WI
● Gordy’s Lakefront Marine
○ Fontana, WI
● Gage Marine
○ William’s Bay, WI
Regional:
● Wai Nani Surf & Paddle
○ Minnetonka, MN
● PaddleBoard Specialists
○ Westport, WI
● Windward Boardshop
○ Chicago, IL
22. GORDY’S LAKEFRONT MARINE
FONTANA, WI
● Positioned as a high-class, high-quality
brand
● Positioned as a community asset
● Boat Club & non-exclusive social events
appeal to various types of consumers
3,824 likes
464
followers
High quality, for everyone
23. COMMUNITY INVOLVEMENT
GORDY’S LAKEFRONT MARINE
● Motto & focus based on high-quality customer service
● Boat House Restaurant and Bar
● Give back to the community via
volunteering, fundraising and donations
● Weekly and monthly social events to engage various
community members
Source/s: gordysboats.com
24. CLEARWATER OUTDOOR
Lake Geneva, Delafield
&WILLIAMS BAY, WI
● Positioned as a community asset/resource
● E-commerce & online presence give CWO a
competitive advantage
● CWO is putting the tribe concept to work
3,824 likes
464
followers
High quality e-commerce and national distribuition
25. Community Asset
ClearWater Outdoor
•
•
CWO GIVES BACK TO THE COMMUNITY
SPONSORING AND HOSTING
COMMUNITY EVENTS
o 9TH ANNUAL TURKEY
•
TROT
PROVIDE COMMUNITY RESOURCES
ONLINE
o CWO WEBSITE CONTAINS
INFORMATION ON LOCAL CAMPING
SITES, TRAILS AND PLACES TO
•
MOUNTAIN BIKE AND PADDLE BOARD
ADVENTURE CLUB
29. PADDLEBOARD SPECIALISTS
WESTPORT, WI
● Positioned as
competitive, professional
● Focus on sales online
● Nationally recognized name
2,525 likes
1,614
followers
30. COMPETITIVE & PROFESSIONAL
PADDLEBOARD SPECIALISTS
● Messaging is focused on competitions and
professional paddleboarding events
● Hosts the Annual Midwest Paddle Fest
(2012, 2013)
● Events include clinics, opportunities to
Paddle with Pros
● Their name and brand is associated with
success in the sport
● Has a professional paddleboard team
32. NATIONALLY RECOGNIZED
PADDLEBOARD SPECIALISTS
● Known through competitive circuits and
national paddleboard events
● High SEO & Google ranking for paddleboard
related searches
○ Shown when searching for paddleboard
Photo from Paddleboard Specialists’ Facebook page. Photo from Paddleboard Worlds in Chicago.
33. Windward Boardshop
Chicago, IL
● Old business with a new face
● Hub of social activity
● Strong online presence
● Non-seasonal business
7,761 likes
247
followers
34. REDEFINING “BOARDSHOP”
WINDWARD BOARDSHOP
● Purchased from previous
owners, rebranded
○ Young, hip vibe
● Renewed focus on customer
service
● Social Center
○ Groups and teams that meet
regularly
○ Events
■ SUP gatherings
● women
■ Sales Parties
○ Just for kicks
● Make non-seasonal sales all year
round
35. CREATING COMMUNITY ONLINE
WINDWARD BOARDSHOP
● WINDWARDBOARDSHOPS.COM
○ BLOG
■ HOW-TO
■ TIPS
■ EVENTS
○ E-COMMERCE
■ WAY BEYOND BOARDS
■ NATIONAL DISTRIBUTION
■ FREE SHIPPING
● SOCIAL MEDIA
○ FACEBOOK
○ TWITTER
○ YOUTUBE
7,761 likes
247
followers
37. SWOT Analysis
Strengths
●
No Direct Substitutes for the
tribe
Knowledgeable staff
Existing event opportunities
Local Presence
●
●
●
Opportunities
●
●
●
Access to Geneva National
Community
The Tribe 365
Consumers are Role
Models
Weaknesses
●
●
●
Seasonal Population
Social media engagement
Promotion of the Tribe
Threats
●
●
E-Commerce
Established area
recreational groups
39. ISSUES AND OPPORTUNITIES:
BRAND
● This is the first SUP fitness group in the area.
○ There is little direct competition to the tribe
○ There is little understanding of what the tribe is
● We have to focus on education, branding, and then
promotion.
○ Skipping education or branding and going straight to
promotion of the Halau Tribe will result in an
incomplete marking initiative.
40. ISSUES AND OPPORTUNITIES
CATEGORY: OUTDOOR RECREATION
● Snow sports are a large segment in the outdoor recreation
industry (Mintel)
○ Account for 50% of equipment revenue
○ Highest participation rate of all sports for ages 6+
● We should consider including snow sports and activities as an
aspect of FPC during the offseason
○ Not including snow sports could result in potential Tribe
members migrating to competitor clubs who do offer these
activities
41. CONSUMER
● The Feminine and SUP
○ Are key decision makers in sports apparel and
product retail
○ 2010 WSJ Report: 50%+ of SUP purchases were
made by women
○ Strong promotional foundation in place for reaching
out to this demographic - Let’s build off of it!
● Empty Nesters and their Spare Time (and Change!)
○ Fontana as a major hotbed for Older Adults
● The Spaces We Don’t Think Of
○ Dentist/Cello Lessons/Ballet Waiting rooms, Cafe
signage boards
42. COMPETITION
● ClearWater Outdoor has an established group recreation club
(Adventure Club)
○ Teamed up with larger group (American Canoe Association)
○ More off-season recreational opportunities
● We should focus on promoting the Tribe and obtaining
members who can be influencers/opinion leaders.
○ Not promoting could result in potential Tribe members
gravitating towards opportunities offered by well-known
competitor recreational clubs
43. PRODUCT: THE “TRIBE”
● Primary Research Needed
● Is the Tribe willing to connect with other fitness
groups?
○ Competitor recreational groups have partnered with
larger organizations
● Clarity on the Infrastructure of the Tribe
○ What resources can we leverage in our messaging?
45. CONSUMER: “WHAT DON’T WE KNOW?
● The Tribe Demographic Composition
● Spending Power of Non-Seasonal Households
○ Only 13.8% Population Doesn’t Own Property
● The Culture of the Empty Waterfront Nests
○ Open-Minded vs. Conservative
○ Adventurous/Bold vs. Safe
○ Hippies vs. Straight-Laces
46. CATEGORY: “WHAT DON’T WE KNOW?
● What are the specific trends of SUP in the Midwest?
● Most market research polls coastal regions
● If we know the trends in the Midwest, we can apply
these more specifically to FPC
● Knowing how paddle boarder demographics and
psychographics in Midwest differ from coastal
regions can help us strategize how to target the
Midwestern market
47. BRAND: “WHAT DON’T WE KNOW?”
● Halau Tribe demographic composition
● Scope of the Tribe
● What is the brand personality of the Halau Tribe?
○ Have a consistent theme among marketing
efforts
○ Channel the voice of the tribe in social media
posts
○ Create promotional materials that reflect the
voice of the Tribe
48. COMPETITION: “WHAT DON’T WE KNOW?
● Who are their target markets? Top consumers?
Recreational group members?
● Are our target markets the same?
● If the target markets and group members are
different, may be less of a competitor
50. PRODUCT LINE REVIEW
Tribe Package
•
•
•
•
•
Halau Tribe t-shirt
Halau Tribe pendant necklace
10-20% discount on regular
priced items
30% discount on paddlesport
rentals
Free Access to tribe member
events
Paddle Equipment
● SUP boards
● SUP paddles
● Kayaks
● Kayak Paddles
● Indo Boards
● Rowing Skiffs
The Tribe comes with great benefits for members
51. BOAT CLUB
GORDY’S LAKEFRONT MARINE
● Boat Club
○ One time fee: $995
○ Annual fee: $3,540 over 12 mo. payments
○ “unlimited usage of 21 ft. Cobalt, unlimited
member guests, boat driving & safety
instructions, insurance/maintenance/cleaning/stor
age, access to wakeboards, tubes, ropes and life
vests, fast check-in/out” (website)
○ Targeted towards families - “Family fun-tastic,”
“Boomers and Consumers”
Source/s: gordysboats.com, MOSAIC USA B09 and L41
52. Adventure Club
ClearWater Outdoor
● PARTNERED WITH AMERICAN CANOE ASSOCIATION
● MEMBERSHIP
○ YEARLY MEMBERSHIPS: ADULT - $40, FAMILY - $70
○ WEEKLY EVENTS THROUGHOUT THE SUMMER
○ OFF-SEASON EVENTS
● Member benefits
○ Discounted rentals during activities ($10/event)
○ 10% off anything in-store not on sale or kayak
○ 50% off CWO Midweek Boat Rentals
○ “fun!”
● Group SUP activities
● Partner with Body Logic to offer $10 yoga classes
every Tuesday and Thursday
Source/s: clearwateroutdoor.com
53. Sources
Action and extreme Sports - US. (2011). Mintel. Retrieved from http://academic.mintel.com.ezproxy.library.wisc.edu/display/570755/
A special report on paddlesports. (2009). Outdoor Association Industry & Outdoor Foundation. Retrieved from
http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
Author unavailable. (2012, April 20). Boardsports market $19.6 billion in five years. Surfers Village. Retrieved from
http://www.surfersvillage.com/surfing-news/56025#.UlOSFWSgkfr
Barrovick, Harriet. (2012, August 28). SUP grows up: stand up paddling hits uncharted waters. TIME. Retrieved from
http://nation.time.com/2012/08/28/sup-grows-up-stand-up-paddling-hits-uncharted-waters/
Cullen, Jack. (2013, July 13). Midwest standup paddle festival highlights growing popularity of sport here. Wisconsin State Journal. Retrieved from
http://host.madison.com/news/local/midwest-standup-paddle-festival-highlights-growing-popularity-of-sport-here/article_0e55bf7a-4c06-5d2b-9f646545c8f6f4c7.html
Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. (n.d.). Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. Retrieved October
8, 2013, from http://gordysboats.com
Helliker, Kevin. (2010, July 20). Surf’s up: the rise of stand-up paddleboards. The Wall Street Journal. Retrieved from
http://online.wsj.com/article/SB10001424052748703720504575377023651849234.html
Standup paddling survey. (2011). SUP Magazine. Retrieved from http://c.ymcdn.com/sites/www.americancanoe.org/resource/resmgr/sppdocuments/sup_demo_survey.pdf
54. Sources
The outdoor recreation economy. (2012). Outdoor Association Industry. Retrieved from
http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
Wallack, Roy. (2012, July 28). A rising tide for stand-up paddleboarding. Los Angeles Times. Retrieved from
http://articles.latimes.com/2012/jul/28/health/la-he-paddleboard-popular-20120728
Outdoor Clothing, Equipment, Gear for all your Adventures. . (n.d.). Outdoor Clothing, Equipment, Gear for all your Adventures. . Retrieved October
8, 2013, from http://www.clearwateroutdoor.com/
Fontana Paddle Company Facebook Pagehttps://www.facebook.com/fontanapaddleco
Fontana Paddle Company Twitter
https://twitter.com/FontanaPaddleCo
Halau Tribe Facebook Page
https://www.facebook.com/pages/Halau-Tribe/426870064070326
Halau Tribe Twitter
https://twitter.com/HalauTribe
