Tyler RockeyBrendan ChristAdam Smoller

Deyanira Corrales

Logo Rationale

This logo represents the San Antonio Rattlers Professional Soccer Team. We chose the rattlers because the rattlesnake is a symbol of Texas. The animal represents danger, aggressiveness and ferociousness, which are the images we want to convey to our fans and opponents. The colors used are fitting with the area off to the west of San Antonio which is comprised mainly of desert.

Type of organization San Antonio Rattlers, a privately owned professional soccer team in the

Western Conference.

Organizational Profile

Rational Industry Needs The San Antonio Rattlers chose to establish a professional soccer team in

Texas because it is a soccer friendly state containing many soccer schools and aspiring professionals.

The market in the state of Texas, more specifically San Antonio, has not become saturated with sports franchises. The Dallas FC, a professional soccer team, maintains a great fan base and overwhelming support.

San Antonio would be a prime location for a soccer team to rival Dallas FC. San Antonio also provides an abundance of tourism which can provide another fan base opportunity.

5 W’s and Fact sheet

Who: San Antonio RattlersWhere: San Antonio, Texas. Playing in the Blossom StadiumWhat: Professional soccer teamWhen: Founded January 23, 2006, First season will be in 2007Why: To bring a soccer team to San Antonio that would entice the attention and support of the

areas large Latino population as well as the other demographics.

Founded: January 23rd, 2006 Head Coach: Javier “zully” Ledesma Location: San Antonio, Texas Email: info@sarattlers.com Website: www.sarattlers.com Sponsors: Coca-cola, Corona, Cingular, Red Baron, Adidas, MasterCard, Kwik Goal Team Colors: Gold & Brown Stadium: Blossom Stadium First Season: The regular season starts February 16th, 2007 against F.C Dallas.

Organizational Chart

Capital Requirements

Equipment $50,000Uniforms $20,000Balls $5,000Goals/Nets $9,600Practice Equipment $5,000Water Equipment $1,000Team Bags $1,500Misc. $7,500

Facilities (rent for year) $5,000,000Office building (8500 sq.ft) $360,000Computers $200,000Furniture $100,000Practice fields (rent) $100,000Salaries $4,600,000

Players $1,600,000Administration $2,000,000Coaching Staff $1,000,000

Other $8,725,000Insurance $1,000,000Marketing $2,000,000Advertising $1,000,000Video Equipment $5,000Medical Supplies $20,000Promotional Items $700,000Merchandise $3,000,000Travel Expenses $1,000,000

TOTAL $19,135,000

Facility Layout

Strategic Plan and Focus

Mission Statement The San Antonio Rattlers are dedicated to promoting

and enhancing the game of soccer for the fans. We are going to be the team that every soccer fan looks to for excitement and championships. We are going to be the team that every player wants to play for. We will reflect diversity and inclusiveness. We are going to do this by having the best coaches and support staff available to help the players continually improve and therefore having the San Antonio Rattlers flourish. We will set the standards for professional soccer teams.

Organizational Objectives

To win at least half of our games in our opening season Have an average attendance 85% of our capacity in our first season Increase funding of youth soccer organizations by 10% while still

maintaining a profit Have merchandise sales of $1 million for the first year Add five new sponsors for the first year Have players’ salary above the league average of $90,000. Have the demographics of the staff reflect the community around us

within 5 percent. Put on fundraisers to raise one million dollars for both Autism and

Down Syndrome foundations in the first year Have one thousand participants in the off season soccer clinic hosted

by The Rattlers in the first year.

Core Competencies

The San Antonio Rattlers are going to appeal to the large Latino population and therefore help to increase population.

The Rattlers are going to be working with the community. The Rattlers will be working with Habitat for Humanity, helping to clean up the community.

The Rattlers will also be working with the youth by putting on soccer clinics several times throughout the year. Along with the soccer clinics the Rattlers will also be offering after school programs.

The Rattlers are going to be hosting fundraisers in order to raise money for kids with Autism and Down Syndrome.

Financial Timeline

Non-Financial Timeline

Expense

Revenue

SWOT

Strengths– Upper-level management– Facilities will be clean and hospitable

providing a safe environment– Reasonable prices – Hiring ability (Ability of the well trained

personnel to hire productive employees)– Organizing planned events for ticket

holders such as banquets and dinners for high priority guests.

– Employee satisfaction/benefits – Job placement and climbing ability for

interns and lower level management.– Employee retention– Product and merchandise/advertising

(ability to reach the product through creative and strategic marketing)

– Customer appreciation

Weakness– Preliminary fan base ( possible slow start

but increasing with popularity and time) – Team ability (relative to attendance and

providing an overall excellent experience)– Staffs ability to coordinate and work well

together.– Targeting a market– Initial funding– Achieving profit

SWOT Continued

Opportunities– Increase U.S. soccer popularity– Bring revenue to San Antonio.– Good way to advertise the city– Lots of good weather providing ideal

soccer conditions – Establishing and building upon a great

soccer community.

Threats– Weather (hurricanes, storms, harboring

refugees from gulf coast disasters)– No acceptance of soccer organization– Developing a fan base– No governmental support for the

organization– Making initial profit – Fan discrepancies and

complaints/Lawsuits and legal problems (liabilities)

– Scheduling with other sports teams while in their facilities

– San Antonio Rampage (minor league hockey team)

Alliances/Competition

ALLIANCES Blossom Stadium, stadium usage Adidas, uniform sponsor Corona, Coke, Red Baron, sponsor

our concessions Kwik-Goal, soccer equipment

supplies Fox Channel 25, ESPN 2 and

Deportes, Univision KTKR 760AM Sports radio KROM 92.9FM Spanish radio KISS 99.5FM Kiss Rocks San Antonio Soccer Association,

reduced ticket prices to members San Antonio Observer, local

newspaper advertising and game coverage

COMPETITION Houston Dynamo F.C. Dallas.

- These two teams are in direct competition with our organization because we offer the same type of entertainment in the same region.

San Antonio Spurs. Other institutions

– University of Texas at San Antonio, Wayland Baptist University, St. Mary’s University, and Trinity University.

– Local high schools such as Burbank, Alamo, and Douglas MacArthur high present a viable threat as well.

Other forms of competition include:– local movie theaters, night clubs, bars,

and restaurants just to name a few.

Target Market

Families Latinos Teenagers

Pricing Strategy

Pricing Strategy Cont

Single Game Ticket Prices

Product Placement

Placement of Product Our product, both tangible and intangible products, will be distributed through a number of ways. First, our tangible products such

as merchandise will be distributed through MLS’s online store. We will have a link to this online store on our team website as well. The address is www.MLSgear.com. We will also have our merchandise available for purchase at all of our games in our Team Shop at the main entrance to the stadium.

Our intangible product, the event itself, will mostly be consumed by television viewers. Fans watching the game on television will enjoy commercials from our sponsors as well as quick fifteen second commercials promoting The Rattlers. The fans also at the game itself will consume our product. Fans at the game will see our logo and our sponsors’ logos throughout the venue which will have them associate The Rattlers with our sponsors whenever they see our sponsors logo in other places outside of the venue.

Branding Strategies

Promotional/Branding Strategies In order to promote our product before, during, and after the game, we plan to

implement several different programs in order to entertain fans of all ages. During the game, we will have a kids section open on the north side of the field complete with a moonwalk and ball pit for kids to play in. Supervision will be available to watch the kids so the parents can enjoy the game. During halftime, we will offer contests to help entertain the crowd as well as giving fans the opportunity to win prizes. One example of such a game is making a goal from midfield to win a prize. Throughout the game, the mascots will be going through the stands throwing out t-shirts and other prizes for fans. After the game we will offer the chance for fans to get the autographs of players. In order to boost sales of programs, there will be a few programs autographed on the inside by the entire team. If a fan gets an autographed program, they get a prize such as a free t-shirt or gift certificate from one of our sponsors. This will also help boost exposure for our sponsors in the program making the value of the sponsorship greater.

Marketing Program

The marketing program will be delivered by an array of different media. We will be using television, radio, and newspapers to advertise our product. More specifically, we will be using KABB Fox 25 San Antonio, Univision, ESPN2, and ESPN Deportes for our television coverage. WE will use KROM 92.9 FM Spanish Radio, KISS 99.5 Rock, and KTKR 760AM Sports radio for our radio coverage. Also, we will be using the San Antonio Observer, the biggest newspaper in San Antonio. With all these different stations and mediums combined, we should effectively cover all areas of our target markets

Any Questions?