Researched and generated market intelligence for international expansion and growth strategy for the next 24 months

1. P R E S 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F 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 A F F O ST E A M E
21
BACKUP SLIDES

22. G R A F 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