Project about a crossfit business

1. GRIND IT OUT
DIGITAL MARKETING PROJECT 2019
Daniela Chan

2. INTRODUCTION
• Grind It Out is a start up athletics Brand
Company started this year in China by a
Canadian and a Brazilian who both had
the desire to train harder for longer.
• The brand name represents their
mindset in life, meaning working hard
day and night to better yourself while
inspiring others at the same time.
• The product is a self-adhesive hand
protective (second skin) to protect your
hands
• Common in the CrossFit, gymnastics
and weightlifting communities

3. MARKET SITUATION
• Intended to be marketed and sold in the Chinese market
• There was a surge of CrossFit in China (160 certified box
facilities)
• China will be hosting a qualifier in April for the 2019
Reebok CrossFit Games
• Grind It Out saw an opportunity to grow and expand within
this niche

4. PERSONA
Crossfitters - young and old adults
Age group is between 14-54 years old (same as the
divisions for the qualifiers)
Males and females
Crossfitters with regular jobs that can’t afford to have their
hands injured
CrossFit boxes – potential selling site (gym)

5. SWOT ANALYSIS
 STRENGTHS
• Not many similar products in the market in China
• Design of the product/options
 WEAKNESS
• Fairly new product
• People are unfamiliar
• Advertised only by word of mouth, boxes, social media

6. SWOT ANALYSIS
 OPPORTUNITIES
• Product is made in China and will make distribution easier
and cheaper
• More affordable
 THREATS
• Once product gets popular other will copy it
• Become harder to compete with bigger companies

7. COMPETITORS ANALYSIS
Main competitor is a brand called WOD & DONE
Popular in the United States
Sold through their website, eBay, Amazon (more reach)
Been in the market for a few years
Developed different tape options

8. STRATEGIES
Social Media (Instagram)
WeChat (Online Shopping Platform)
Networking with CrossFit boxes
Sending free samples for trial and
recording/photographing
Promotion and deals for CrossFit Games Open

9. CONTENT MARKETING
STRATEGY
BRAND AND LOGO

10. CONTENT
Introducing the product (first post)
Post content of people using the product (through out the
social media)
Explain how to use the product (make a video with
instructions)
Link to the Online Shopping Platform (barcode scan)
Sponsor athletes, media at the CrossFit Games

11. BUDGET
Content
Creation
10%
Graphic
Design
27%
Advertising
(Online)
40%
Promotions
13%
Social
Media
10%
% OF BUDGET BY CATEGORY
$600
$600
$950
$-
$-
$-
$-
$-
$-
$-
$-
$-
$- $200 $400 $600 $800 $1,000
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
AMOUNT SPENT PER MONTH TO DATE

12. SUMMARY
Grind It Out is a product that will fill in the void consumers
might not realized they needed
Present and influence the consumers minds and attitudes
Came out at the right time (boom of Crossfit)
One of the first to enjoy the ride before everyone else
catches up

13. THANK YOU!
ANY QUESTIONS?