Wake-Up Boarding DomeWake-Up Boarding Dome

Group Marketing PlanGroup Marketing PlanBrett JolleyBrett Jolley

Gabriela GarciaGabriela Garcia

Todd FichterTodd Fichter

Cindy SpanglerCindy Spangler

Wake-Up Boarding DomeWake-Up Boarding Dome Description of the Description of the

companycompany Company’s environmentCompany’s environment Research findingsResearch findings Marketing objectivesMarketing objectives Target MarketTarget Market Product strategyProduct strategy Distribution strategyDistribution strategy Promotion strategyPromotion strategy Pricing strategyPricing strategy Implementation and Implementation and

evaluation plansevaluation plans

Description of Wake-Up Boarding Description of Wake-Up Boarding DomeDome

Wake-Up Boarding dome provides indoor cable-Wake-Up Boarding dome provides indoor cable-wakeboarding service to the Wasatch front.wakeboarding service to the Wasatch front.

What is cable-wakeboarding?What is cable-wakeboarding?o http://www.cable-ski.comhttp://www.cable-ski.com//

The company is unique to this area for these reasons:The company is unique to this area for these reasons: It is the only cable-wakeboarding facility in the westIt is the only cable-wakeboarding facility in the west It is the only indoor cable-wakeboarding facility in It is the only indoor cable-wakeboarding facility in

the worldthe world It provides access to wakeboarding year round in It provides access to wakeboarding year round in

any weather conditionany weather condition

Company Description Company Description

MissionMission The mission of Wake-up Boarding Dome is to provide The mission of Wake-up Boarding Dome is to provide

high quality, year round, indoor cable-wakeboarding high quality, year round, indoor cable-wakeboarding services that will be able to meet the growing popularity services that will be able to meet the growing popularity of wakeboarding in the Wasatch front area. Along with of wakeboarding in the Wasatch front area. Along with providing the best possible service, we will help novice to providing the best possible service, we will help novice to professional wakeboarders achieve their goals.professional wakeboarders achieve their goals.

5-Year Goals5-Year Goals To become a name synonymous with wakeboarding in To become a name synonymous with wakeboarding in

Utah.Utah. To expand enough to meet the rising demand.To expand enough to meet the rising demand. To become a Destination on the U.S. Cable To become a Destination on the U.S. Cable

Wakeboarding Tour.Wakeboarding Tour.

Environment Environment

Social FactorsSocial FactorsMovement toward an active lifestyleMovement toward an active lifestyleHealth risksHealth risks

EconomicEconomicCostsCosts

Buying a boatBuying a boatTowing a boatTowing a boat

EnvironmentEnvironment

TechnologyTechnologyThis service is dependant on technologyThis service is dependant on technology

DowntimeDowntimeTurnoverTurnover

CompetitionCompetitionDirect competition?Direct competition? Indirect competitionIndirect competition

LakesLakesOther sportsOther sports

EnvironmentEnvironment

Natural EnvironmentNatural EnvironmentWeatherWeatherPollutionPollution

ResearchResearch

In our research we had positive feedback In our research we had positive feedback and discovered that our perfect target and discovered that our perfect target market would be Caucasian males ages market would be Caucasian males ages 15 through 26 years old15 through 26 years old

Perfect area to build an indoor Perfect area to build an indoor wakeboarding facility would be in Salt wakeboarding facility would be in Salt Lake CityLake City

Discovered that several people have not Discovered that several people have not tried wakeboardingtried wakeboarding

ResearchResearch

Most people have not tried wakeboarding Most people have not tried wakeboarding because they have no access to a boat or because they have no access to a boat or equipmentequipment

Our company could benefit from this we Our company could benefit from this we could have a lot of potential customerscould have a lot of potential customers

Most people are willing to try Most people are willing to try wakeboarding if they were given an wakeboarding if they were given an opportunityopportunity

ResearchResearch

89% of people surveyed would consider 89% of people surveyed would consider participating in water sports during the participating in water sports during the winter if it was in an indoor facilitywinter if it was in an indoor facility

74% of people surveyed would be willing 74% of people surveyed would be willing to wakeboard year aroundto wakeboard year around

40% of people surveyed had an annual 40% of people surveyed had an annual income between $15,000-$19,999income between $15,000-$19,999

Research: Results From the Research: Results From the SurveySurvey

3. Would you consider participating in water sports 3. Would you consider participating in water sports during the winter if it was an indoor facility.during the winter if it was an indoor facility.

0

5

10

15

20

25

30

Yes No

89%

11%

Research: Results From the Research: Results From the SurveySurvey

9. Would you be willing to wakeboard year 9. Would you be willing to wakeboard year around?around?

0

5

10

15

20

25

Yes No

74%

11%

*4 didn’t answer the question

Research: Results From the Research: Results From the SurveySurvey

11. What is your estimated annual income?11. What is your estimated annual income?

0 5 10 15

$0-$4,999

$5,000-$9,999

$10,000-14,999

$15,000-$19,999

$20,000-$24,999

$25,000-$29,999

$30,000 ormore

14%

14%

3%

40%

22%

14%

22%

Marketing ObjectivesMarketing Objectives

Our company would like to take advantage of Our company would like to take advantage of being the only indoor wakeboarding facility in the being the only indoor wakeboarding facility in the worldworld

We want to be a world wide known destination We want to be a world wide known destination for extreme wakeboardersfor extreme wakeboarders

We want to increase sales by 15% using We want to increase sales by 15% using alternative rock radio stations as an advertising alternative rock radio stations as an advertising medium within one year of openingmedium within one year of opening

Expand the cable tow to include five more tows Expand the cable tow to include five more tows within two years of openingwithin two years of opening

Target MarketTarget Market Target audience is Caucasian males from the ages of 15 to 26 that live Target audience is Caucasian males from the ages of 15 to 26 that live

and work along the Wasatch Frontand work along the Wasatch Front Most individuals attend high school or college full-time and work part-timeMost individuals attend high school or college full-time and work part-time Younger target market ages, 15-18, will be dependent on their parent’s Younger target market ages, 15-18, will be dependent on their parent’s

incomeincome Older target market, 18-26, will have an income of $10,000 to $30,000Older target market, 18-26, will have an income of $10,000 to $30,000

Product StrategyProduct Strategy

Segmentation VariablesSegmentation VariablesGeographicGeographicDemographicDemographicSocioeconomicSocioeconomicPsychographicPsychographic

Distribution strategyDistribution strategy

The channel of distribution for Wake-Up The channel of distribution for Wake-Up Boarding Dome is direct distributionBoarding Dome is direct distribution

Direct distribution is the most efficient Direct distribution is the most efficient channel of distribution because Wake-Up channel of distribution because Wake-Up Boarding Dome provides an intangible Boarding Dome provides an intangible service to its customers, with no service to its customers, with no intermediariesintermediaries

Promotion StrategyPromotion Strategy

The main purpose of The main purpose of the promotion the promotion strategy is to inform strategy is to inform potential customers potential customers about the service that about the service that Wake-Up Boarding Wake-Up Boarding Dome providesDome provides

PromotionPromotion

The following methods will be used to promote The following methods will be used to promote and advertise Wake-Up Boarding Domeand advertise Wake-Up Boarding Dome Media advertisingMedia advertising

Local newspapersLocal newspapers Internet webpageInternet webpage RadioRadio

Alternative Rock Stations in Salt Lake CountyAlternative Rock Stations in Salt Lake County

Personal SellingPersonal Selling Sales people representing the Dome will go to local high Sales people representing the Dome will go to local high

schools to promote indoor wakeboarding with the younger schools to promote indoor wakeboarding with the younger target audiencetarget audience

PromotionPromotion

Non-personal communicationNon-personal communicationCompetitionsCompetitionsFree passes and discounted trialsFree passes and discounted trials

Public relationsPublic relationsCommunity Service Community Service Sponsor eventsSponsor events

PromotionPromotion

Radio Advertising Campaign to be played on Radio Advertising Campaign to be played on X96, KBER 101.1 FM and other alternative rock X96, KBER 101.1 FM and other alternative rock radio stationsradio stations Is winter giving you the wakeboarding blues? Wake-Is winter giving you the wakeboarding blues? Wake-

Up Boarding Dome has just the solution. Get your Up Boarding Dome has just the solution. Get your ass out of the cold and behind our boatless ass out of the cold and behind our boatless wakeboarding cables! Join pro wakeboarders Darin wakeboarding cables! Join pro wakeboarders Darin Shapiro and Parks Bonifay for our grand opening Shapiro and Parks Bonifay for our grand opening demo Friday, December 3rd. Free to the public. demo Friday, December 3rd. Free to the public. Demo starts at 6 p.m. Get here early to win free stuff. Demo starts at 6 p.m. Get here early to win free stuff. Wake-Up Boarding Dome is located south of I-80 off Wake-Up Boarding Dome is located south of I-80 off of 5600 West. Call 801-566-9235 for more of 5600 West. Call 801-566-9235 for more information or visit www.wakeupboarding.cominformation or visit www.wakeupboarding.com

Pricing StrategyPricing Strategy

Wake-Up Boarding Dome’s pricing Wake-Up Boarding Dome’s pricing strategy will be profit maximization and strategy will be profit maximization and skim pricing in order to recover the high skim pricing in order to recover the high startup costs startup costs

The Dome is able to do this because of its The Dome is able to do this because of its inelastic demand- no other activity like inelastic demand- no other activity like indoor wakeboardingindoor wakeboarding

PricingPricing

Approximate idea of what the prices will Approximate idea of what the prices will be: be: 1 hour1 hour $15$15Half dayHalf day $40$40Full dayFull day $50$50Weekend prices will be $10 moreWeekend prices will be $10 more10% discount for groups 10 or more10% discount for groups 10 or moreWinter pricing will vary according to demandWinter pricing will vary according to demand

ImplementationImplementation

Who is our target market?Who is our target market?Caucasian males 15-26Caucasian males 15-26Live along the Wasatch FrontLive along the Wasatch FrontPrior experience wakeboardingPrior experience wakeboarding

How do we reach them?How do we reach them?PublicityPublicity

PromotionsPromotions Media advertisingMedia advertising

ImplementationImplementation

How do we maximize profit?How do we maximize profit?Covering our fixed and variable costsCovering our fixed and variable costsPricing strategyPricing strategy

SkimmingSkimming ElasticElastic

PricesPrices 1 hour1 hour $15$15 Half dayHalf day $40$40 Full dayFull day $50$50 Weekend prices will be $10 moreWeekend prices will be $10 more 10% discount for groups of 10 or more10% discount for groups of 10 or more Winter pricing will vary according to demandWinter pricing will vary according to demand

EvaluationEvaluation

How do we judge success?How do we judge success?Profit MaximizationProfit Maximization

Are we maximizing profits while meeting our costs?Are we maximizing profits while meeting our costs?

Satisfying ExchangesSatisfying Exchanges SuperioritySuperiority

Non-Financial and Financial GoalsNon-Financial and Financial Goals Five-year planFive-year plan

Marketing ObjectivesMarketing Objectives Two-year planTwo-year plan