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Graffos Expansion and Growth Strategy
The document outlines a growth and expansion strategy for Graffos, recommending an initial focus on the Spanish market to establish authority and build relationships with elite athletes. It highlights key competitive advantages, prioritizes partnerships with sports organizations, and suggests a roadmap for market penetration with a focus on localized communication. Recommendations include considering a B2C approach, gamifying training features, and revising the pricing strategy for improved customization.
Graffos Expansion and Growth Strategy
- 1. P R ES E N T E D B Y T E A M E M a r k e t I n t e l l i g e n c e I n d u s t r y A n a ly s i s a n d S t r a t e g y Chen Yang Lim, Clara Schuller-Delaval, Ismat Accad, Lavinia Orsi, Çagan Koç, Nicole Hage Chahine, Sebastian Cassis
- 2. G R AF F O S 2 T E A M E Define Growth and Expansion Strategy for Graffos Should Graffos start in Spanish market or focus on global expansion objective
- 3. G R AF F O ST E A M E 3 T E A M E AMBITION Bold potential ambition that targets sustained profitable growth 01 Redefine performance limits through graphology 02 Push the limits of performance in athletes through an on-demand, analytically driven mental training 03 Top-of-mind training solution to optimise the performance STRATEGY PYRAMID
- 4. G R AF F O ST E A M E 4 T E A M E WHERE TO PLAY Clear choices on when and where to focus, expand, redefine the core 01 Spain in the next 12-18 months to establish authority 02 Focus on continuous collaboration with elite athletes and support growth through strong buy-in from sports organisations and senior technical executives 02 Determine expansion through popularity of sports by region and level of national integration STRATEGY PYRAMID
- 5. G R AF F O ST E A M E 5 T E A M E HOW TO WIN Sources of competitive advantage 01 First mover advantage 02 Focus on developing success stories, leverage results in Jorge Lorenzo to develop adoption strategy 03 Localised distribution, redefine brand and product experience to align communications through aspirations and demand-driven strategies STRATEGY PYRAMID
- 6. G R AF F O ST E A M E 6 T E A M E PRIORITIES Initiatives, capabilities, and routines required to repeat success 01 Establish core Graffos business in the Spanish market by raising awareness and generating word-of-mouth. 02 Focus on developing key opinion leaders in the home and overseas market in the next 12-18 months 03 Collaborate with influential sport professionals as brand ambassadors in carefully selected sport disciplines STRATEGY PYRAMID
- 7. G R AF F O ST E A M E 7 T E A M E Roadmap to results Plan to install and realise strategy 01 Expand adoption through trial-based models 02 Build partnerships with sport organizations overseas to facilitate the expansion 03 Localise and optimise the website 04 Separate "Elite" from the other 3 categories through brand extension STRATEGY PYRAMID
- 8. G R AF F O ST E A M E 8 ADVANCEDBASIC EUR 10 a month EUR 20 a month EUR 60 a month PREMIUM INFINITY BY Graffos Carries sense of scarcity, enhances the aspirational value of Graffos Differentiate the one percent targeting brand extension InfinityBY GRAFFOS Graffos Eli te PRICE ON APPLICATION With the notion of elite and exclusivity, designed for best of the best
- 9. G R AF F O ST E A M E 9 top athletes COACHES 4,200 7,000 Home ground advantage POPULARITY SPANISH MARKET graffos.es
- 10. G R AF F O ST E A M E 10 Football / Soccer BILLION BILLION BILLION BILLION BILLION BILLION 3.5 0.5 2.5 0.4 1.0 0.4 Baseball Cricket Basketball Tennis Rugby / American Football Estimated amount of fans globally POPULARITY REGIONAL TRACTION topendsports.com/world/lists/popular-sport/fans.htm
- 11. G R AF F O ST E A M E 11 T E A M E CORE USA / UK SOUTH AMERICA REST OF EUROPE CHINA / ASIA Odds of success 35% 15% 8% <5% Shared consumers Shared costs Shared channels Shared capabilities Shared competition Adjacency moves comes with considerable amount of risks STAY CLOSE TO THE COREADJACENCY DIMENSION
- 12. G R AF F O ST E A M E 12 T E A M E CORE USA / UK SOUTH AMERICA REST OF EUROPE CHINA / ASIA Odds of success 35% 15% 8% <5% Shared consumers Shared costs Shared channels Shared capabilities Shared competition ADJACENCY DIMENSION Adjacency moves comes with considerable amount of risks STAY CLOSE TO THE CORE
- 13. G R AF F O ST E A M E 13 T E A M E MARKET OVERVIEW English speaking market value/potential in United States of America AVAILABLE MARKET in the USA 103 MILLION under 34 8 million Highschool & college student-athletes 460,000 STUDENT-ATHLETES National Collegiate Athletic Association (NCAA) marketingcharts.com/traditional/so-how-many-millennials-are-there-in-the-us-anyway-30401/ statisticbrain.com/ncaa-college-athletics-statistics/ ncaa.org/student-athletes/current
- 14. G R AF F O ST E A M E 14 T E A M E MARKET OVERVIEW English speaking market value/potential in United States of America AVAILABLE MARKET in the USA 103 MILLION under 34 8 million Highschool & college student-athletes 460,000 STUDENT-ATHLETES National Collegiate Athletic Association (NCAA) marketingcharts.com/traditional/so-how-many-millennials-are-there-in-the-us-anyway-30401/ statisticbrain.com/ncaa-college-athletics-statistics/ ncaa.org/student-athletes/current
- 15. G R AF F O ST E A M E 15 T E A M E MARKET OVERVIEW English speaking market value/potential in United States of America AVAILABLE MARKET in the USA marketingcharts.com/traditional/so-how-many-millennials-are-there-in-the-us-anyway-30401/ statisticbrain.com/ncaa-college-athletics-statistics/ ncaa.org/student-athletes/current 103 MILLION under 34 460,000 STUDENT-ATHLETES National Collegiate Athletic Association (NCAA) 8 million Highschool & college student-athletes
- 16. G R AF F O ST E A M E 16 KEY OPINION LEADERS Aspirational point of reference to enhance adoption BRAND AMBASSADORS (COACHES) Erik Spoelstra Luis Enrique Miami Heat head coach FC Barcelona Head coach BASKETBALL(3rd - NBA 2016) FOOTBALL (1st - La Liga 2015/16)
- 17. G R AF F O ST E A M E 17 CESC FABREGAS JORGE LORENZO TOM BRADY CHELSEA FC MOVISTAR YAHAMA New England Patriots FOOTBALL (UK & SPAIN) MOTOGP AMERICAN FOOTBALL KEY OPINION LEADERS Aspirational point of reference to enhance adoption BRAND AMBASSADORS (athletes)
- 18. G R AF F O ST E A M E 18 Start with home market Focus on government level partnership Continue collaboration with KOLs Differentiate "Elite" services Consider size of opportunity in North America SUMMARY Recap of findings and recommendations RECOMMENDATIONS Localise communication
- 19. G R AF F O ST E A M E 19 SUMMARY Suggestions for scalability NEXT STEPS Consider B2C strategy for basic and advanced plans Gamify training through incremental unlocking of features Revise pricing strategy to allow for better customisation Consider outbound marketing strategies Consider offering freemium plans
- 20. G R AF F O ST E A M E 20 T E A M E FOR R E W R I T E Y O U R L I M I T S R E W R I T E Y O U R L I M I T S R E W R I T E Y O U R L I M I T S
- 21. G R AF F O ST E A M E 21 BACKUP SLIDES
- 22. G R AF F O ST E A M E 22 NCAA Members Adoption Conversion Price / month Season 460,000 50% 5% 20EUR 9 EUR 460,000 230,000 11,500 2,070,000 business model Conservative revenue prediction SPORTS ORGANISATION BUY-IN