athlete trax

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BMGT 411 By Sophie Haines

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Page 1: Athlete trax

BMGT 411By Sophie Haines

Page 2: Athlete trax

S.W.O.T. Analysis

Strengths:

- Unique idea with few competitors

- Gained a lot of members quickly at first

- Athlete Trax is free!

- People want to see small companies succeed

- Lots of potential for growth

- Received a lot of press

Page 3: Athlete trax

S.W.O.T. Analysis

Weaknesses

- Not good at using online marketing

- Impossible to share all of the features in one

advertisement

- The name is confusing because of the dash

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S.W.O.T. Analysis

Opportunities

- Social Media

- Colleges in the Pittsburgh area

- Use your “small company” feel

- Show that the site is easy to use

Page 7: Athlete trax

S.W.O.T. Analysis

Threats

- Older generation is hesitant of new technology

- Teamer.net, teamsnap.com, Blue Sombraro, Bluefields

- Not a huge budget

Page 8: Athlete trax

Customer Relationships

Customers want to be valued by the company!

- Customers believe what other people say

- Strive for long term relationships

- Customers are loyal to companies they love

Page 9: Athlete trax

How?

1. Check up on customers through email blasts at the end

of a season or big championship.

2. Before the start of new season, remind them to start

planning!

3. Develop a point system on the website to earn prizes.

4. Use more customer testimonials!!!

Page 10: Athlete trax

Target Market Fast Facts

College club sports (age 18-

23)

Youth sports (age 6-14)

Sanctioned Youth sports

(age 14-18)

FOCUS ON

PENNSYLVANIA!

19 Colleges/Universities

within 3 hours of Pittsburgh

PITT- 31 club sports teams

87 elementary schools in

the Pittsburgh area

17 High schools in the

Pittsburgh area

Page 11: Athlete trax

Pennsylvania Demographic

Approx. 3,257,319 people ages 5-24

Approx. 864,494 people over 18 enrolled in

college/graduate school

93.70%98.30%96.50%79.60%

42%

0.00%20.00%40.00%60.00%80.00%

100.00%120.00%

Ages5-9

Ages10-14

Ages15-17

Ages18-19

Ages20-24

Percent enrolled in school

Page 12: Athlete trax

How to reach them?

Must attend club fairs at universities

Contact athletic offices to send out email blasts

Research high school club sports and reach out to them

Attend club sport tournaments

FIND TEAMS ON SOCIAL MEDIA AND INTERACT WITH

THEM!

ALL OF THIS IS MARKETING THAT ONLY COSTS TIME AND

VERY LITTLE MONEY!

Page 13: Athlete trax

What the Competition is Doing

Better:

Use of Social Media

TeamSnap tweets links multiple times every day

52,700+ people “Like” TeamSnap

Partnerships with big brands

Blue Sombrero is partnered with Dick’s Sporting Goods

Paying for Google AdWords

“Sports team management site”

“Club sport management”

Page 14: Athlete trax

Positioning Statement:

“For the busy sports team leader,

AthleteTrax is the sports

management software that

delivers help in organizing

practices, communicating with

players, and even aiding in

fundraising campaigns.”

Page 15: Athlete trax

Recommendations

- Standardize the company name, with or without the

dash

- Create a video of testimonials from real customers to

share on social media and the main website

- Get reviewed by big name

- Site Jabber or Club association websites

- Use point incentive program on the site to get more

“likes” and followers

- Use Google AdWords and Twitter Promoted Tweets

Page 16: Athlete trax

Google AdWords and Twitter

Promoted Tweets

Google

-If you are not on Google’s first page you are not seen.

-Pay for phrases such as:

Sports Management

Club sports management

Sports management software

Twitter

- Promotes your tweets to non-followers based on their interests and followers

- Program is auction Based

- Only charged if the person interacts with your tweet

- Can target by gender, location, and what they tweet about

- You can set weekly, daily, or monthly caps

Page 17: Athlete trax

Overall Budget-Until you reach your goal, spend about 10-15% of your revenue

on marketing and developing more AdWords and promoted

tweets. Once you reach the goal of 1,900 teams, lower this

promoting cost to about 5-10%.

Page 18: Athlete trax

Sources

American Community Survey

City-Data.com

University of Pittsburgh Student Affairs

Pittsburgh.about.com

Page 19: Athlete trax

Questions?