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IntroductionIntroduction

Business Skills for Sport and Fitness Professionals

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Fall 2009

Jim Shaw shawja@sympatico.ca

Patti-Jo McLellan Shaw pjmshaw@yorku.ca

Office: Stong 324

Office Hour Tuesday 1:30 to 2:30 (by appointment)

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Class Introductions

•Your Name?

•Certificate Program you are in?

•What do you want to do when you graduate?

•Something interesting that happened this summer.

•Something that is not on your resume.

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Business Skills for Sport and Fitness Professionals

This course will include theory and detailed practical instruction on key business and organizational processes. These will include Business

Planning, Marketing, Financial Management and elements of Risk and Liability in work environments. These areas will be developed as they apply to the recreation/leisure, fitness and sport management industries

1. To develop an understanding of the theory, practices and skills that support business development in the fitness, sport and health industry.

2. To develop an understanding of the contemporary processes involved in entrepreneurship, business planning, marketing, finance and managing performance, risk and liability, and the use of the tools that support their application.

3. To participate in learning groups as a means of completing assignments for the course.

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Class Materials

Text: Small Business an Entrepreneur’s Plan

5th Canadian Edition

Ron Knowles, 2006

Class Notes: yorku.ca/spadmin/courses

Course Outline, Project and Presentation Outlines, Peer Review, Class Notes (Powerpoints)

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Evaluation

Individual

Mid Term Test October 21 30%

Test will be completed in class time. The tests will be marked on both content and format. Combination of MCQ, short answer, and case.

 Any student missing the test must provide a doctor’s note. Students missing a test will be given an additional assignment. Any requests for remarking assignments must be received by the lecturer within 7 days of the item being returned, along with a 1 page memo outlining the group’s/student’s specific

concerns.

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Evaluation (con’t)

Learning Groups –

Business Proposal Presentation November 10 15%

Business Plan December 8 50%

Peer Review November 10,

December 8 5%

Team Form will be posted

Outline for Proposal will be posted

Outline for Business Plan will be posted

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Business Plan

Project Theme: “Tweens” – Children between the ages of 9 and 14

“Kidfluence” – The influence kids have over family household purchases. In Canada in 2002 there were approx 2.5 M “Tweens” (9-14) who in addition to spending $ 2.9 Million of their own money, influence another $ 20 Billion in household purchases.

www.corusmedia.com/ytv/kidfluence.asp

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Get to Know a Little About Someone in the Room !!!

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“Speak to Their Language” – Building Teams

Scale #1I control my feelings and 5 4 3 2 1 0 1 2 3 4 5 I openly express my feelings

don’t show emotions openly. and I show my emotion easily.

I tend to remain calm and I I am very intense or energetic

am not expressive or energetic in communication.

in communication.

Scale #2I tend to jump right into 5 4 3 2 1 0 1 2 3 4 5 I tend to sit and wait to see

things and react quickly. I what’s happening before I get

Find it easier to tell than to involved. I ask a lot of questions.

ask. I am very decisive and often I tend to think it is easier to give

stubborn in communication. In, than to continue.

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Driver (CJ) - Needs

•To see results

•To see progress toward goals

•To get things and others organized

•To answer the question “What”

Autocratic and decisive

Analytical (CS) - Needs

•To plan for communication

•Facts and figures

•To answer the question “How”

Backs away from conflict

Expressive (EJ) – Needs)

•To inspire people

•To make people feel good

•To explore possibilities

•To answer the question “Why”

Aggressive with emotion

Amiable (ES) – Needs

•To maintain relationships

•To create a sense of trust

•To instill harmony

•To reduce conflict

•To answer the question “Who”

Gives in and conciliatory

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IntroductionIntroduction

Where to Start?

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Recognizing OpportunitiesRecognizing Opportunities Welcome to the entrepreneurial age Welcome to the entrepreneurial age

A new craft economy distinguished by quality, small customized A new craft economy distinguished by quality, small customized quantities, technology, and service.quantities, technology, and service.

Where change creates opportunities for fast, flexible, and Where change creates opportunities for fast, flexible, and focused firms.focused firms.

To be successful you will need to conduct market research and To be successful you will need to conduct market research and constantly respond to the changing needs of the marketplace.constantly respond to the changing needs of the marketplace.

Research…Research…ResearchResearch…Research…Research

The best business ventures to pursue are those which:The best business ventures to pursue are those which:• You enjoyYou enjoy• Make use of your unique experiences, skills and aptitudesMake use of your unique experiences, skills and aptitudes• Serve a specific market needServe a specific market need

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Be a Trend Watcher

• Trends help identify growth opportunities• Five major trends small business must embrace

are:1. Globalization. Winning companies export. What are your

plans?2. Technology. How will technology give you a competitive

edge?3. Internet and E-commerce —How will you profit from this

connectivity?4. Splintering of the Mass Market. How will you customize

your product or service?

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The Splintering of the Mass Market

Today’s consumers are informed, individualistic, Today’s consumers are informed, individualistic, and demanding.and demanding.

5 key factors have splintered the mass market:5 key factors have splintered the mass market:

1.1. Shrinking middle classShrinking middle class

2.2. Shifting sizes of age groupsShifting sizes of age groups

3.3. New living arrangementsNew living arrangements

4.4. Ethnic groups are shifting and growingEthnic groups are shifting and growing

5.5. Improved information accessImproved information access

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The Business Environment

Environmental Scanning: Process by which the marketing manager gathers and sorts information about the marketing environment.

The Internal

Environment

Business Plan

Economic Conditions

Political-legalclimate

Socio-culturalEnvironment

Competition

Technology

In a Business the Environment (external and internal) is the key source of information gathering – it’s critical to making good decisions and creating successful marketing plans.

NaturalEnvironment

Customers

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Trends Create Opportunities—Trends Create Opportunities—ExamplesExamples

Continued increase in two-income families

Children at home Longer

Cocooning

Internet

Rapid expansion of ethnic diversity

Corporate downsizing

TRENDS Fitness, Sport or Health Opportunity

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Trends Create Opportunities—Trends Create Opportunities—ExamplesExamples

Self Gratification

Wildering

Staying Alive

Moving Targets

One-on-One(Personal Selling)

Boomers

TRENDS Fitness, Sport or Health Opportunity

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Life-Cycle StageLife-Cycle Stage ExampleExample

Embryo (birth) Senior-Adult Day Care

Growth Internet

Maturity Microwave Ovens

Decline Tobacco Products

Life Cycle StagesLife Cycle Stages

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Market SegmentationMarket Segmentation

• Market segmentation involves:Market segmentation involves:

Breaking down potential markets into as many similar sub-segments as possible.

Identifying opportunity gaps and seeing combinations of gaps that may constitute markets.

A good example is shown in Figure 2.5.

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Know Your Real BusinessKnow Your Real Business

Software Sales

Small Business Teaching

Home Fitness

Event Planning

Retail - Fitness Apparel

Sport Law

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If you’re in...If you’re in... What problem are you trying What problem are you trying to solve?to solve?

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“ The rules have changed. In business it’s information warfare and competitors can use intelligence as a weapons system”

G. Dover

The Business Environment