Marketing Plan for a Skating Ring

2009 Skate Center Grand Opening Gillian Clarke  Kassandra Kappelos  LaWanda Smith LocoMotion

Executive Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],Founded in 2004, Living on my Own Inc., is a start-up wellness center serving recreation, food, and fun.

Situation Analysis ,[object Object],[object Object],[object Object],WELL-BEING HEALTH MOTION

Obesity Epidemic Anthony Iton M.D., J.D., MPH - Alameda County Health Officer

[object Object],[object Object],[object Object],[object Object],[object Object],LoMo Incorporated Objectives MEMBERSHIP ROLLER/ INLINE SKATES WHOLESOME FOODS CENTER MAKE A DIFFERENCE LoMo MISSION

[object Object],[object Object],[object Object],[object Object],[object Object],Market Summary

Geographical Target Alameda County Emeryville

Target Markets Bohemian Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kids Country, USA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kids & Cul-de-Sacs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Green Businesses ,[object Object],[object Object]

S.W.O.T. OPPORTUNITIES WEAKNESSES STRENGTHS SWOT THREATS

[object Object],[object Object],Competition

Product Offering Membership Levels “ SOUL” “ BODY” “ MIND” Standard Membership V.I.P. Membership Premium Membership

Product Skating & Sessions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Offering ,[object Object],VS.

Product Offering ,[object Object],[object Object],[object Object],[object Object],Snack Bar

Facility Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Mix ,[object Object],[object Object],[object Object],[object Object]

Marketing Survey Customer Matrix ,[object Object],[object Object],FACTOR LoMo Inc. Cal Skate Milpitas Customer Ratings Product 4 4 4 Price 4 4 5 Quality 5 3 4 Family Friendly 5 4 5 Customer Service 4 3 4 Reliability/Stability 4 5 5 Location 3 3 3

Marketing Objectives Grand Opening - 1 st year ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results : Segments of Target Market

Price Skating packages will include: Mind $30 Body $50 Soul $80 Membership (skate rentals + entry) Yes Yes Yes 30 - minute introduction group session (required) Yes Yes Yes 60 - minute private session by a professional skater No 2 annually 4 annually Full access includes peak & non peak hours No No Yes Monthly towel service No No Yes Bring a guest pass No No Yes Discounts on retail Yes Yes Yes

Annual Sales Forecast 3 – year Sales Forecast Sales 2009 2010 2011 Memberships $58,852 $61,794 $64,883 Non-Memberships $10,800 $11,340 $11,907 Total Sales $69,648 $73,134 $76,790

Direct Cost of Sales Forecast 3 – year Cost Forecast Expenses 2009 2010 2011 Memberships $41,196 $43,256 $45,418 Non-Memberships $7,560 $7,938 $8,335 Total Cost $48,753 $51,194 $53,753

Financials Break-Even Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertisements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Milestones Milestones Dates Budget Fundraiser 02/09 $50,000 Grand Opening 07/09 $10,000 On-going media Communication Annually $5,000

Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Organization A Holistic Approach ,[object Object],[object Object],[object Object],Operations Facilities & Security Sales & Marketing B.O.D

Marketing Plan for a Skating Ring

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