bmgt_311 Althlete trax marketing research project

1. June 17, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
Marketing Research Group Project - AthleteTrax
Background
Studentswill use ideas discussedinthe course to developa strategic marketing
recommendationusingthe marketing research process we will learnthroughout the semester.
The goal is to apply the Marketing Research Processto helpa real local startup achieve their
short and longterm goals supported by marketingresearch. The goal of the marketing research
project is to:
 Competitive Marketing Research:
o to include what their competitorsare doing to reach theiraudiences(TeamSnap,
Blue Sombrero and Bluefields)
 Secondary Marketing Research, Targeted Marketing Deep Dive and how it relates to
Specific Channels:
 Google Adwords
 Twitter PromotedTweets
 Facebook Advertising(IncludingInstagram)
 LiveIntent
 Additional digital marketing opportunities
 Data should answer the question: “which is the best digital medium to use based on
my target market’s usage behaviors”
 Primary Marketing Research:
o Surveydevelopmenttohelpdefine what the target market is most interestedin
from a feature and benefitstandpoint
o Surveywill helpalignAltheteTrax’sbrand messages
o Surveywill be deliveredtoa minimumof 100 respondents(Social mediashould
make thiseasy).

2. June 17, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
Partner Company 2014
This semester,we have partneredwith AltheteTrax. AltheteTrax isa startup up SaaS (Software
as a Service) that was introduced in2012. Led by founder Jon Halpern,the company has signed
up over 300 teams, who work withAltheteTrax to for a total team cloud basedmanagement
solutionthat provides:
 Team scheduling
o Fullyintegratedpersonal calendar.
o Unifiedleague/team schedulingwithRSVP.
o Automatic email remindersfor events.
o To-do listmanagement withtext reminders.
 Team Based Communication
o Mass two-waytext messaging.
o League,team, or individual outreach.
o Auto and custom usergroups.
o League and team message boards.
o Direct messagingand instantnotifications.
 Team Training and Improvement
o Centralizedteamvideo.
o Efficientworkouttracking.
o 100% free fund-raisingsolution.
o Exclusive memberdealson hotels.
 Mobile and TabletFriendly
o Two way text message interactions.
o Fullyintegratedcalendar on the go.
o Upload practice or game videoin real-time.
o Post workout resultsfrom the gym.

3. June 17, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
The company has receiveda variety of press for their launch including:
 http://www.post-gazette.com/business/2014/03/21/Pittsburgh-startups-get-a-shot-in-
the-arm/stories/201403200273
 http://www.inc.com/diana-ransom/coolest-college-startups-2014.html
 http://uberstories.com/manage-sports-team-whole-new-way-athlete-trax/
 http://www.businessbee.com/resources/news/entrepreneurship-buzz/4-insanely-
impressive-college-
startups/?utm_source=Social&utm_medium=unpaid&utm_campaign=news
Target Market
Part of this project will be to further define AltheteTrax Primary and Secondary target markets,
and uncover the best way to reach thembased on their behaviorprofiles. Thistarget market
can be a wide range of individuals,butmost likelyfall intothe followinggeneral categories:
 College ClubSports (Men/Women Ages18-23)
o Millenial targetmarket
o Sports are not usuallya “Full-Time Job”– Volunteerslead
o Oftenledby fraternities/sororities
o Include collegesall over the US
 Youth Sports (Kids6-14)
o Fringe Gen X/Y
o Time crunched
o Working professionals
o Most games on eveningsand weekends
o Both Men and Women

4. June 17, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
 SanctionedYouth Sports (Kids14 – 18 High School)
o Gen X – Baby Boomers
o Coach as a jobvs. hobby
o Harder to sell due to contracts/restrictions
Deliverables
This project isa group project. This project will be presentedto the client– so professional attire
and presentationswill be part of your final grade.
This project shouldbe considereda key part of your Point Park Businessportfolio. Both the
writtenreport and the presentationshouldbe deliveredina professional waythat showcases
everythingyouhave learnedto date at PointPark University.
Key Deliverables:
• A 15 minute visual presentationof recommendationsdeliveredonsite to the client(Date
TBD):
• CREATIVE, CONCISE, ACCURATE, MEMORABLE
• Savedvia Prezi or SlideShare foreasy sharing withclient
• A writtenreport that deliversonthe Marketing Research frameworkdiscussed in class:
1. Establishneedfor marketing research - why do you feel itneedsto be
completedwhat questionswill itanswer?
2. Define the problem
3. Establishresearch objectives
4. Determine research design
5. Identifyinformationtypesand sources

5. June 17, 2014 [BMGT 311: MARKETING RESEARCH GROUP PROJECT]
6. Determine methodsof accessing data
7. Designdata collectionforms (Developquestionnaire)
8. Determine recommendedsample size
9. CollectData
10. Analyze data
11. Prepare and presentfinal research report along with recommendations•
a. A 2015 marketingeventcalendar for AltheteTrax to follow basedon
research findings
Grading:
 The Marketing Project is worth a total of 75 points
o Presentation:25 points
o Written Report: 25 points
o Participation/peerassessments:25 points
 The report shouldbe visual,withsupporting graphs and illustrations
 The final plan shouldbe concise and professional, asa marketingconsultant would
delivertoa real client
 This plan and presentationwill helpyoumarket yourself as you enter a very demanding
job market
 Late projects not accepted
 Late presentationwill receive a 0 grade – do not be late for class on presentationdate
(Treat this as an interview –where latenesswouldnot be accepted)