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2009 Skate Center Grand Opening Gillian Clarke     Kassandra Kappelos     LaWanda Smith LocoMotion
Executive Summary <ul><li>“ A place to move your </li></ul><ul><li>  mind, body & soul.” </li></ul><ul><li>S ustainable  <...
Situation Analysis <ul><li>Today families are un-healthy and stressed.  </li></ul><ul><li>Kids enjoy skating because “it’s...
Obesity Epidemic Anthony Iton M.D., J.D., MPH - Alameda County Health Officer
<ul><li>operation of a  multi-use center. </li></ul><ul><li>offers healthy snacks and traditional or inline skating  </li>...
<ul><li>LoMo Inc., market consist of consumers and business users who represents the nations most liberal lifestyle with t...
Geographical Target Alameda County Emeryville
Target Markets Bohemian Mix <ul><li>Liberal lifestyles </li></ul><ul><li>Leisure activities </li></ul><ul><li>Internet use...
Skating Culture
S.W.O.T. OPPORTUNITIES WEAKNESSES STRENGTHS SWOT THREATS
<ul><li>Movies theatre, Oakland Ice Center,  Oakland’s Uptown/ Fox theatre district.  </li></ul><ul><li>Advantage is the u...
Product Offering  Membership Levels “ SOUL” “ BODY” “ MIND” Standard Membership V.I.P. Membership Premium Membership
Product  Skating & Sessions <ul><ul><ul><li>Membership (entry + skates) $10 </li></ul></ul></ul><ul><ul><ul><li>Group Sess...
Product Offering <ul><li>Healthy Organic Food </li></ul>VS.
Product Offering <ul><li>Revolution Foods </li></ul><ul><li>Sandwich Grill </li></ul><ul><li>Fair Trade Organic Coffee </l...
Facility Layout
Facility Services  <ul><ul><ul><li>Services available at members: </li></ul></ul></ul><ul><ul><ul><li>Wireless Internet </...
Marketing Strategy <ul><li>LocoMotion Grand Opening 2009!   </li></ul><ul><li>Channel strategy  to focus on  Local busines...
Marketing Mix <ul><li>Pricing.  </li></ul><ul><li>Distribution. </li></ul><ul><li>Advertising and Promotion. </li></ul><ul...
Marketing Survey Customer Matrix <ul><li>Competitive Analysis   </li></ul><ul><li>of the target customer entertainment cho...
Marketing Objectives  Grand Opening - 1 st  year <ul><li>Secure minimum 20 % attendance annually: </li></ul><ul><ul><li>5,...
Results : Segments of Target Market
Product Offering  Membership Levels “ SOUL” “ BODY” “ MIND” Standard Membership V.I.P. Membership Premium Membership
Price Skating packages will include: Mind  $30 Body  $50 Soul  $80 Membership  (skate rentals + entry) Yes Yes Yes 30 - mi...
Annual Sales Forecast 3 – year Sales Forecast Sales 2009 2010 2011 Memberships $58,852 $61,794 $64,883 Non-Memberships $10...
Direct Cost of Sales Forecast 3 – year Cost Forecast Expenses 2009 2010 2011 Memberships $41,196 $43,256 $45,418 Non-Membe...
Financials Break-Even Analysis <ul><li>Unit Revenue: $68.3 per unit </li></ul><ul><ul><li>Unit Variable Cost: $47.81 </li>...
Marketing Campaign <ul><li>The marketing strategy is to launch a grand opening event hosted by  local celebrity guest. </l...
Advertisements <ul><li>KMEL </li></ul><ul><li>KISS </li></ul><ul><li>AC Transit/Muni </li></ul><ul><li>BART </li></ul><ul>...
Marketing Milestones Milestones Dates Budget Fundraiser 02/09 $50,000 Grand Opening 07/09 $10,000 On-going media Communica...
Implementation <ul><li>Establish Board of Directors for fundraising campaign; </li></ul><ul><li>Fundraiser; </li></ul><ul>...
Marketing Organization  A Holistic Approach <ul><li>GM </li></ul><ul><li>CEO </li></ul><ul><li>CFO </li></ul>Operations Fa...
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Marketing Plan for a Skating Ring

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This is a marketing plan I created with owner Gillian &amp; Kassi. LoMo skating ring is projected to open late 2009 in the Eastbay.

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Marketing Plan for a Skating Ring

  1. 1. 2009 Skate Center Grand Opening Gillian Clarke  Kassandra Kappelos  LaWanda Smith LocoMotion
  2. 2. Executive Summary <ul><li>“ A place to move your </li></ul><ul><li> mind, body & soul.” </li></ul><ul><li>S ustainable </li></ul><ul><li>E ntertainment </li></ul><ul><li>V enue </li></ul>Founded in 2004, Living on my Own Inc., is a start-up wellness center serving recreation, food, and fun.
  3. 3. Situation Analysis <ul><li>Today families are un-healthy and stressed. </li></ul><ul><li>Kids enjoy skating because “it’s fun.” </li></ul><ul><li>Roller skating exists as recreational entertainment. </li></ul>WELL-BEING HEALTH MOTION
  4. 4. Obesity Epidemic Anthony Iton M.D., J.D., MPH - Alameda County Health Officer
  5. 5. <ul><li>operation of a multi-use center. </li></ul><ul><li>offers healthy snacks and traditional or inline skating </li></ul><ul><li>target market: 70 % skate enthusiast. </li></ul><ul><li>LoMo Inc. to serve 2 % membership </li></ul><ul><li>#1 in the East Bay </li></ul>LoMo Incorporated Objectives MEMBERSHIP ROLLER/ INLINE SKATES WHOLESOME FOODS CENTER MAKE A DIFFERENCE LoMo MISSION
  6. 6. <ul><li>LoMo Inc., market consist of consumers and business users who represents the nations most liberal lifestyle with traditional customs </li></ul><ul><li>members will choose between three options: </li></ul><ul><ul><ul><ul><ul><li>Mind </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Body </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Soul </li></ul></ul></ul></ul></ul>Market Summary
  7. 7. Geographical Target Alameda County Emeryville
  8. 8. Target Markets Bohemian Mix <ul><li>Liberal lifestyles </li></ul><ul><li>Leisure activities </li></ul><ul><li>Internet users </li></ul><ul><li>Theme events </li></ul><ul><li>Membership </li></ul><ul><li>Free Wii-fi </li></ul>Kids Country, USA <ul><li>Kid friendly </li></ul><ul><li>Safety </li></ul><ul><li>affordability </li></ul><ul><li>Kid events </li></ul><ul><li>Adult supervision </li></ul><ul><li>Discount events </li></ul>Kids & Cul-de-Sacs <ul><li>Health conscious </li></ul><ul><li>Athletes </li></ul><ul><li>Café drinkers </li></ul><ul><li>Healthy/Balanced snacks </li></ul><ul><li>Organized sports </li></ul><ul><li>Café bar </li></ul>Green Businesses <ul><li>Corporate events </li></ul><ul><li>Private Party </li></ul>
  9. 9. Skating Culture
  10. 10. S.W.O.T. OPPORTUNITIES WEAKNESSES STRENGTHS SWOT THREATS
  11. 11. <ul><li>Movies theatre, Oakland Ice Center, Oakland’s Uptown/ Fox theatre district. </li></ul><ul><li>Advantage is the unique layout of the multi-use capabilities. </li></ul>Competition
  12. 12. Product Offering Membership Levels “ SOUL” “ BODY” “ MIND” Standard Membership V.I.P. Membership Premium Membership
  13. 13. Product Skating & Sessions <ul><ul><ul><li>Membership (entry + skates) $10 </li></ul></ul></ul><ul><ul><ul><li>Group Sessions $15 </li></ul></ul></ul><ul><ul><ul><li>Private sessions & coaching $60 per hour </li></ul></ul></ul><ul><ul><ul><li>Skate rentals (in-line & conventional) $25 </li></ul></ul></ul><ul><ul><ul><li>Retail skating products $70 -$120 </li></ul></ul></ul><ul><ul><ul><li>Towel Service $10 monthly or $15 to own </li></ul></ul></ul>
  14. 14. Product Offering <ul><li>Healthy Organic Food </li></ul>VS.
  15. 15. Product Offering <ul><li>Revolution Foods </li></ul><ul><li>Sandwich Grill </li></ul><ul><li>Fair Trade Organic Coffee </li></ul><ul><li>Made to Order Salads </li></ul>Snack Bar
  16. 16. Facility Layout
  17. 17. Facility Services <ul><ul><ul><li>Services available at members: </li></ul></ul></ul><ul><ul><ul><li>Wireless Internet </li></ul></ul></ul><ul><ul><ul><li>Intense Sound & Awesome Lighting </li></ul></ul></ul><ul><ul><ul><li>Live DJ </li></ul></ul></ul><ul><ul><ul><li>12,000 square foot hardwood maple floor </li></ul></ul></ul><ul><ul><ul><li>Hours of operation </li></ul></ul></ul><ul><ul><ul><li>Monday, private sessions, </li></ul></ul></ul><ul><ul><ul><li>Tuesday through Thursday, 3pm-10pm, </li></ul></ul></ul><ul><ul><ul><li>Friday and Saturday 10am-12am, </li></ul></ul></ul><ul><ul><ul><li>Sunday, 11am-10pm. </li></ul></ul></ul>
  18. 18. Marketing Strategy <ul><li>LocoMotion Grand Opening 2009! </li></ul><ul><li>Channel strategy to focus on Local business channels: </li></ul><ul><ul><li>bike shops, roller-skating shops, whole foods, churches and schools </li></ul></ul><ul><li>Brand Awareness </li></ul><ul><li>Membership </li></ul><ul><li>Break Even & Profit </li></ul>
  19. 19. Marketing Mix <ul><li>Pricing. </li></ul><ul><li>Distribution. </li></ul><ul><li>Advertising and Promotion. </li></ul><ul><li>Customer Satisfaction. </li></ul>
  20. 20. Marketing Survey Customer Matrix <ul><li>Competitive Analysis </li></ul><ul><li>of the target customer entertainment choices and/or leisure activities </li></ul>FACTOR LoMo Inc. Cal Skate Milpitas Customer Ratings Product 4 4 4 Price 4 4 5 Quality 5 3 4 Family Friendly 5 4 5 Customer Service 4 3 4 Reliability/Stability 4 5 5 Location 3 3 3
  21. 21. Marketing Objectives Grand Opening - 1 st year <ul><li>Secure minimum 20 % attendance annually: </li></ul><ul><ul><li>5,600 annual </li></ul></ul><ul><ul><li>467 per month </li></ul></ul><ul><ul><li>107 per week </li></ul></ul><ul><li>Members will be 85 % of annual attendance </li></ul><ul><ul><li>92 monthly X 53.3 average membership fee = </li></ul></ul><ul><ul><li>$4,904 monthly </li></ul></ul><ul><li>Non-Members: [107 - 92 = 15 per week] </li></ul><ul><ul><li>15 members X $15 = $225 per week </li></ul></ul><ul><ul><li>$900 per month </li></ul></ul>
  22. 22. Results : Segments of Target Market
  23. 23. Product Offering Membership Levels “ SOUL” “ BODY” “ MIND” Standard Membership V.I.P. Membership Premium Membership
  24. 24. Price Skating packages will include: Mind $30 Body $50 Soul $80 Membership (skate rentals + entry) Yes Yes Yes 30 - minute introduction group session (required) Yes Yes Yes 60 - minute private session by a professional skater No 2 annually 4 annually Full access includes peak & non peak hours No No Yes Monthly towel service No No Yes Bring a guest pass No No Yes Discounts on retail Yes Yes Yes
  25. 25. Annual Sales Forecast 3 – year Sales Forecast Sales 2009 2010 2011 Memberships $58,852 $61,794 $64,883 Non-Memberships $10,800 $11,340 $11,907 Total Sales $69,648 $73,134 $76,790
  26. 26. Direct Cost of Sales Forecast 3 – year Cost Forecast Expenses 2009 2010 2011 Memberships $41,196 $43,256 $45,418 Non-Memberships $7,560 $7,938 $8,335 Total Cost $48,753 $51,194 $53,753
  27. 27. Financials Break-Even Analysis <ul><li>Unit Revenue: $68.3 per unit </li></ul><ul><ul><li>Unit Variable Cost: $47.81 </li></ul></ul><ul><ul><li>Fixed Cost: $15,000 </li></ul></ul><ul><li>BREAK EVEN: 732 units </li></ul><ul><li>$68.3 X 732 units = $49,995 </li></ul>
  28. 28. Marketing Campaign <ul><li>The marketing strategy is to launch a grand opening event hosted by local celebrity guest. </li></ul><ul><li>We will advertise with the following: </li></ul><ul><ul><li>Radio announcements </li></ul></ul><ul><ul><li>Multi-media </li></ul></ul><ul><ul><li>Direct mail. </li></ul></ul><ul><ul><li>Word-of-mouth </li></ul></ul>
  29. 29. Advertisements <ul><li>KMEL </li></ul><ul><li>KISS </li></ul><ul><li>AC Transit/Muni </li></ul><ul><li>BART </li></ul><ul><li>Bench Ads </li></ul><ul><li>Billboards </li></ul><ul><li>SF Chronicle </li></ul><ul><li>Oakland Tribune </li></ul><ul><li>San Jose Mercury </li></ul>
  30. 30. Marketing Milestones Milestones Dates Budget Fundraiser 02/09 $50,000 Grand Opening 07/09 $10,000 On-going media Communication Annually $5,000
  31. 31. Implementation <ul><li>Establish Board of Directors for fundraising campaign; </li></ul><ul><li>Fundraiser; </li></ul><ul><ul><ul><ul><li>Goal of 1% or $50,000. </li></ul></ul></ul></ul><ul><li>Create Brand Buzz; </li></ul><ul><li>Submit Business Plan for SBA Funding. </li></ul><ul><li>“ IT’S BETTER TO BE VAUGLY RIGHT </li></ul><ul><li>THEN HUGLY WRONG. ” </li></ul>
  32. 32. Marketing Organization A Holistic Approach <ul><li>GM </li></ul><ul><li>CEO </li></ul><ul><li>CFO </li></ul>Operations Facilities & Security Sales & Marketing B.O.D
  33. 33. Thank You

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