EDINA ESKIMOS

By: Gaven Bickford and Bryce Fraser

Overview● Mission Statement● About the USHL● Why Minnesota? Why Edina?● Objectives● SWOT Analysis● Marketing Mix● Target Market● Research Results● Marketing Strategy ● Expenses and Funding

Mission StatementThe mission of the Edina Eskimos USHL hockey team is to keep eligibility of all

players, allow them to get into great schools, allow players to become the best

hockey players they can be, and allow individuals to maximize their potential on

and off the ice.

About the USHL● Top level of junior hockey in the

United States.● 95% of USHL players receive

Division 1 scholarships.● Currently has 17 teams most

across the midwest● Players ages are 16-20

Why Minnesota? ● Minnesota is the State of

Hockey○ 5 Division one programs (Current

all in the top 20 in the NCAA

rankings)

○ Minnesota Wild have have been

top 5 in NHL attendance ever

since since they have existed

○ High School hockey tournament

bring in over 135,000 people in a

4 day period

● Currently missing a USHL team○ 4 teams in Iowa, 2 in the Dakotas,

2 in Wisconsin

Why Edina?● Edina Demographics

○ Edina a town of 50,000 people has 12,918

families residing in the city.

○ Edina has a median family income of $114,673,

proving it is an upper-middle class city with

money to spend on novelty event such a

USHL game

● Braemer Arena○ Ice arena already local in Edina, capacity of

3,600

○ Has 3 sheets of ice and has the room to add a

USHL team

● Perfect Location.

Objectives(1) Provide an opportunity for players in this age group to play organized hockey at the USHL level in the

state of Minnesota.

(2) Development of the skills and abilities of all the participants, including players, coaches, and officials

(3) Run a successful USHL franchise in the State of Hockey that will eventually be profitable

SWOT

ANALYSIS

Marketing Mix

Target Market1. Hockey fans in Minnesota

a. Our games can be used as substitute, high school games, college

games and the Minnesota Wild

2. Families in the Edina areaa. Upper-Middle class city with money to spend

3. High school age kidsa. Future players and getting the young crowd more involved

Research Results● Poll we had ran for us on Twitter

○

Resulting in 2,045 saying yes to supporting a USHL team in Minnesota.

Results Continued● 558 responses to our own survey.

Marketing Strategies ● Social Media

○ Facebook, Snapchat, Twitter, Instagram

● Promotional Giveaways● Ceremonial Puck Drop● Creation and Sale of Merchandise

○ Hats, T-Shirts, Sweatshirts, Sweatpants, Jackets,

Jerseys, and Knick Knack accessories

● Magazine Ads● Offseason Camp for Youngsters● Team Website

Expenses and Funding● Franchise Expansion Cost is $750,000● Average Yearly operating cost for a USHL team is

$1,400,000● Funding possibilities

○ NHL Players from the area

○ Groups already owning junior teams looking to make the jump into

the USHL○ Wealth retired individuals who love the game

● Year 1 Breakeven covering the expansion cost and operating cost

● Year 2 See minimal profit after covering annual operating cost

● By Year 5 having profits of $750,000-$1,000,000 a year