6. SWOT ANALYSIS
Strengths
Opportunities
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ā¢
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ā¢
ā¢
ā¢
ā¢
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Does not have a negative reputation
Location of business
Quality product
Skills
Equipment
Time
Public Relations Plan
Understanding of media tools and
metrics
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ā¢
ā¢
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Weaknesses
Unknown product
Indirect competitors
Lack of expertise
Family dynamics
No set launch date
Lack of reputation
Lack of credibility
Limited resources
No crisis management or
communication plan
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Campaign has not started
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Lack of participants
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Create a crisis management/
communication plan
Expand social media
Expand target audience
Expand e-commerce
Build positive relationships/
sponsorships
Create a positive brand image
Product recognition
90% of teens 12-17 use social media
(Fitzgerald, 2012).
$4.8 billion dollar industry
(Montgomery, 2009)
12.5 million skateboarders in the US
(Wysaski, 2013)
Threats
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Lack of economic growth in TN
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(Murray, 2012).
Direct competitors
Market demand
Product credibility
Lack of resources
Owners living in separate states
New technology
Campaign sustainability
9. SMART Goals
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The social media sites will launch on February 15, 2014. It will include Bash Boardsā professional pages on Facebook, Twitter,
YouTube, Pinterest, and Google+ and will reach the target audience of skateboarding teens 12-17 years old.
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In order to create brand awareness, loyalty, e-commerce, and search optimization, the website will launch on March 15, 2014
to reach the target audience of skateboarders between the ages of 12-17 years old.
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The pre-launch event will occur in April 2014. The pre-launch event will create fan loyalty, and brand awareness to the target
audience of skateboarding teens between the ages of 12-and 17 years old.
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The ofļ¬cial launch event will occur in Maryville, TN in July 2014 with a ribbon cutting ceremony. The ofļ¬cial launch will create
community engagement and brand awareness to the target audience, community members, media, and politicians.
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12. Target Market
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Females spend $109 and
males $ 95
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http://www.ļ¬ickr.com/photos/24257141@N05/4962558999/
$4.8 billion industry
(Montgomery, 2009)
77% of all purchases
54% of skateboarders are
girls
15. Primary Research Objectives
The survey will be used to conduct the primary research. The participants are 75 individuals
between the ages of 12-17 that ļ¬lled out contact and signed parental request forms at local
skateboard recreational facilities in the greater Knoxville, TN area. I will contact participants by
phone and face-to-face interviews when permissible.
It will take 4-6 weeks to gather participant contact and signed parental request forms. The
sample size will consist of at least 100 participant contact forms. Sampling will include at least 75 of
the signed request forms. Contacting the participants for the survey will take between 4-6 weeks.
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18. Budget Totals
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Total Budget funds allocated
$22,000.00
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Total Budget included in report
$21,333
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19. References:
AXS (2013). X Games. Retrieved on July 14, 2013 from the following website:
http://www.axs.com/events/241353/x-games-skate-street-women-s-streetleague-skateboarding-select-series-tickets?skin=xgames
Billboards in my City (2013). Knoxville Billboards. Retrieved from the following
website: http://www.billboardsin.com/tennessee/knoxville
Clarksville Online (2012). Tommy Vallejos Named Minority Small Business Champion
Champion of Tennessee. Retrieved from the following website:
http://www.clarksvilleonline.com/2012/06/01/tommy-vallejos-named-
minority small-business-champion-for-Tennessee/
East Tennessee Economic Development Agency (2013). Survey: Hiring Prospects
Improving in Knoxville. Retrieved from the following website:
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20. Photo credit via http://www.ļ¬ickr.com/photos/40645538@N00/4277100497/
Quantcast (2013). Birdhouse Skateboards. Retrieved from the following website:
https://www.quantcast.com/birdhouseskateboards.com
Rainie, Lee (2009). Teens and the Internet. Retrieved from the following website:
http://www.pewinterest.org/presentation/2009
SK8 Factory (2013). SK8 Factory Information. Retrieved from the following
website: http://www.sk8factory.com/custom.html
Timmons, J., Zacharakis, A., & Spinelli, S. (2009). Business Plans that Work:
A Guide for Small Business. McGraw-Hill Primis
WBIR (2013). WBIR Advertising. Retrieved from the following website:
http://www.wbir
Wysaski (2013). Skateboarding. Retrieved from the following website:
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