1. |Jeff Brown | Gina Heiderman | Shenin Hooda |
|Kyle Wood | Weiting Yue | Mingye Zhu |
MKT 595
Autumn 2013
SCOUT CENTRAL
| Discovering and Connecting Athletes|
2. Business Model
Scout
Central
2
Core Capabilities: Infrastructure – Internet platform
supporting a vast network for efficient recruiting of
athletes
Value Proposition: Online based environment that
allows for high school athletes to advertise and build
connections with coaches and recruiters who are looking
to recruit the best talent
Customers: Student Athletes, their parents, and
coaches
Scouts & Coaches
Student
Athletes
+
Coaches
Scout Central
Understandable
Profitable
3. Market Opportunity
“Participation in high school sports increased for
the 24th consecutive year in 2012-13 and
passed the 7.7 million mark for the first time”
(NFHS Survey).
Increased market of talented student athletes
seeking opportunities to further their sports
careers
Difficult for coaches and recruiters to fit and
match the right athletes with the appropriate
Scout
Central
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4. Mission Statement
“Our mission is to aid in the
advancement of furthering
high school athletic careers
and education by
connecting students with
the right collegiate
programs.”
Scout
Central
4
BEST SPORTS RECRUITING
BEGINS HERE!
Scout Central
6. Search Engine Optimization
Goals
1. Boost search engine result rankings
2. Ensure site can be easily navigated
Scout
Central
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Carefully execute areas
specific to mobile!
7. Website Design
User-friendly
Conveniently serve both coaches and high
school athletes
*Ensure that customers can immediately figure
out the value proposition of our website and be
able to easily navigate to and from other pages
logo, tagline, search bar, footer
Scout
Central
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8. Website Design
Responsive Web Design (RWD)
technical crawl efficiency and indexing benefits
easier for Google to crawl and index
8
Scout
Central
9. SEO and Mobile
4 mobile issues
interstitials to drive traffic to apps
broken videos that don’t play on mobile
poor load time
improper redirects
Scout
Central
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10. Paid Search
Goal: Improve our Ranking in
Organic Search
– Create Brand awareness
– Take advantage of keyword traffic
– Connect with consumer base
Benefits to end users: Help users
find
the right information
the right contacts
the right sports program
at the right time
Scout
Central
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11. Social Media Cost and Benefit
Leverage Social Media Platform:
Facebook
Google+&Blogs
YouTube
Mobile Platform
Twitter
Open Directory Project
Scout
Central
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12. Free technology that allows
us to understand how
recruiters, athletes and other
searchers interact with our
site
With Google Analytics, we
can generate insights and
know what adjustments we
need to make to keep visitors
on our site longer, and get
them to register
Google Mobile App Analytics
can measure what matters
most from first discovery and
Allows us to create reports
and KPIs that pull live data
from Google Analytics account
Report automatically update
Ideal tool to share the KPI and
insights with our colleagues
and clients
Enables us to connect to
virtually any data source, from
Facebook, and Twitter to SQL
databases and Google
Analytics, to get a complete
view of our business.
Google Analytics Klipfolio
Web Analytics
Scout
Central
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14. Email Costs and Benefits
Email
Provider A Provider B Total
Total Send Quantity (Impression) 3,441,252 2,135,039 5,576,291
Total Cost $30,000 $21,350 $51,350
CPM (Average cost per 1000
sent) $8.7 $10
Clicks 516,187.80 256,204.68
CTR 15% 12%
CPC (Cost per click) $0.058 $0.083
Conversion Rate 0.7% 0.9%
Action 3,613.31 2,305.84 5919
CPA (Cost per acquisition) $8.30 $9.26
Total Revenue $65,040 $41,505 $106,545
Total Profit $35,040 $20,155 $55,195
Following calculation is based on Conversion Action: sign up for the premium plan ($18/month or
above)
We will hire third party email campaign providers to help us run the campaign with a
cost of $51,350 per month. They will provide the list of email accounts of people who
might be our target consumers, and sent 5,576,291 emails /month in total, which can
cause a large amount of impression for our website. Estimated conversion rates are
0.7% and 0.9%, which will generate 5919 people who might sign up for our premium
plan ($18/ month or above) and generate a profit of $55,195 or above per month.
Scout
Central
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15. Paid Search Banner Costs &
Benefits
Banner
Provider A Provider B Total
Impression 1,800,000 2,000,000 3,800,000
Total Cost $36,000 $80,000 $116,000
CPM 20 40
Clicks 126000 200000
CTR 7.0% 10%
CPC 0.29 0.40
Convertion Rate 2.0% 2.7%
Action 2520 5400 7920
CPA $14.29 $14.81
Total Revenue $45,360 $97,200 $142,560
Total Profit $9,360 $17,200 $26,560
Paid banner ads will help the users find the right information, the right contacts, and
the right sports program at the right time. We will cooperate with two different levels
of banner ads providers. For the lower level provider, we will spend $36,000/ month
and $80,000/ month for the higher level provider. Paid search ads may have higher
costs and lower click through rates compare to email campaign, but it did a good
job in generating brand awareness, which is very important for a new company like
us.
Scout
Central
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16. Membership & Potential
Advertising costs and benefit
Membership Free Inside
r ($15)
Professi
onal
($35)
Visibility
Who's Viewed Your Profile limited √ √
Full Profiles limited √ √
Full Name Visibility √
Reach
In-Mail Messages no 10 25
Introductions 5 25 35
Open-Link √ √
Search
Premium Search no 4 8
Profiles Per Search 100 300 500
Saved Search Alerts (Save
searches and get notified when
new profiles fit your criteria.)
3 weekly 7
weekly
10 daily
Scout
Central
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17. Action Items- Advertising
Creating brand awareness
Web Presence: Most of our
services are internet based
Paid Search and Banner ads are
the best way to get our ads in
front of the right audience
Scout
Central
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18. Banner Ads
Banner ads are an effective way to bring
customers to our site via banner click through
or a QR code
Create multiple ads to target our different
audiences
Place different ads on specific websites
Scout
Central
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19. Challenging question at the top of the ad
Call to action- assertive text that would “call
our customers to action” in order to influence
them to click on the ad or use the QR code
embedded in it
“Build Your Future” @ Scout Central- We liked
this slogan because it is audience neutral
Banner Ads
Scout
Central
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20. Banner Ads
Scout
Central
Ad for Coaches
Ad for Athletes
Possible websites to advertise on:
http://www.usatodayhss.com
http://www.maxpreps.com
http://www.takkle.com
http://www.ncaa.com
http://www.ncaa.org
http://www.aauathletics.org
21. Thank you!
The Digital Dream Team:
Jeff Brown
Gina Heiderman
Shenin Hooda
Kyle Wood
Weiting Yue
Mingye Zhu
BEST SPORTS RECRUITING
BEGINS HERE!
Scout Central
Editor's Notes
Business model consists of Infrastructure, Value Proposition, and Customers
A sustainable business model must be understandable and profitable
Scout Central’s Core Capabilities consist of an Internet platform supporting a vast network for efficient recruiting of athletes
Value Proposition - Scout Central is an online based environment that allows for high school athletes to advertise and build connections with coaches and recruiters who are looking to recruit the best talent.
Customers - Student Athletes, their parents, and coaches
Scouts & Coaches
We will create a website and a mobile app to deliver this service to our user base.
Since we are a new athletic recruiting service entering the market, search engine optimization (SEO) will be vital in our success. We’ll use paid search to create brand awareness and improve our ranking on organic search. We’ll promote our business via social media.
We have two main goals for SEO: boost our search engine result rankings so users can find our site, and, once users land on our site, ensure they can easily navigate it and find what they are looking for
Because our recruiting service will primarily be delivered on mobile devices, we must carefully execute areas more specific to mobile.
Our goal is to create a user-friendly website that can conveniently serve both coaches and high school athletes (including their parents and coaches)
Since we cannot predict which pages will appear in search results, we will ensure that customer can immediately figure out the value proposition of our website and be able to easily navigate to and from other pages.
Our logo, tagline, and a search bar will be present in the same location on every page along with breadcrumbs and a footer.
We will use responsive web design (RWD), as opposed to mDOT. A site designed with RWD adapts the layout to the viewing environment, whether it be mobile or desktop.
The reason we have chosen this web design is because, according to Google, there are technical crawl efficiency and indexing benefits for RWD that are superior to other mobile development methodologies. RWD sites are easier for Google to crawl and index than mDOT sites. Since Google is currently the leading search engine, it makes sense for us to design our site to perform well with Google.
In addition to these basics for improving SEO, there are a few other key areas for us to focus on, specific to mobile. Google has described four mobile site issues which could cause a decrease in mobile rankings. These issues include the use of interstitials to drive traffic to apps, broken videos that don’t play on mobile, poor load time, and improper redirects
we will need to test our page load times, fix any bounce rate issues that may arise, reduce redirects, and ensure our videos play on mobile devices
Taking these into consideration will make a difference in the mobile SEO value and performance of our website overall, and will make our users happy.
SEO is a never-ending process, so we will need to continuously revisit and update every aspect of our site which had been discussed to keep up with the changing algorithms.
Our goal is to improve our listing on organic search and create brand awareness.
We will initially invest in paid search in order to improve our ranking with organic search.
Paid search advertisements will give us an opportunity to directly and immediately affect where our site appears and take advantage of the keyword traffic. It will help users discover our website when they are searching with keywords like recruiting, college sports recruiting app, athletic recruiting, college recruiting, NCAA Recruiting, or while visiting specific sporting websites for scores or sports statistics.
Using search engine reports will be very important for us to measure, analyze, and improve our paid search performance.
We will focus our paid search ads via Yahoo Search Marketing, Google AdWords, Ask.com Sponsored Listings, and MSN adCenter.
Paid banner ads will help the users find the right information, the right contacts, and the right sports program at the right time.
By including these social media tools, we can develop our business and let more people know the brand with no cost. If we are plan expanding the brand in the future, advertise in these social media would be necessary.
Membership will benefit us by membership fees which divided by three levels: free, insider and professional. Insider cost $15 per month and professional cost $35 per month. Register as member will not only benefit us as revenue, but also can provide us customers’ insights and data.
Providing spots of potential advertising for people or organization who want to advertise on our website or application will also benefit us financially.
