DISTRICT MARKET ANALYSIS

TABLE OF CONTENTS

1. Introduction

2-3 Steps for a Market Analysis

4 2005-2006 Total Available Youth by Grade in Each School

5 2006 Unit Growth Worksheet

6 Quality Balanced Growth Report Monthly Worksheet

7 Family Night Time Management Program for New and Existing Units

8 Membership Ledger

DISTRICT MARKET ANALYSIS0

Quality balanced membership growth in every district throughout America starts with a committed group of volunteer Scouters and professional staff members developing a plan of action. This plan may take on many forms. It could be a traditional plan that assists unit leaders in recruiting new youth members. It could be a plan to sell new charter heads in the advantages of originating a new Scouting program to meet their outreach needs.

A market analysis, by each grade school community must be conducted to identify the areas of greatest need. Every school conducts an annual student enrollment count to determine the number of students who will be attending their school. The combination of all the schools enrollment is the basis of the market analysis.

After the enrollment numbers are gathered by school, a comparison is made with the registered Cub Scouts and Boy Scouts in each school area. This comparison will determine the market share, or density, for each grade school community. Target areas are determined by grade school communities showing either low or no market-share.

Defining the market is a major step in determining potential growth areas. By conducting the market analysis, both staff and volunteers can put their talents to use more effectively, knowing they will attract a greater number of new Cub Scouts and Boy Scouts.

I hope this market study will assist your district volunteers as you achieve your 2006 and future objectives.

Thomas FitzgibbonWestern Region Director

STEPS OF A MARKET ANALYSIS

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1. DETERMINE MEMBERSHIP BASE AND TOTAL AVAILABLE YOUTH

A. Using the most current total available youth statistics from local school systems, complete the membership base and total available youth form. It is important to use grade school areas to assist in identifying the smallest niche market areas available.

B. Add the registered membership in each grade school area by using the most current detailed district totals report.

C. Divide the membership by the total available in each grade school area to determine each school’s percentage of membership served (market share).

If there is not a unit in the grade school area, the percentage served should be “0”.

2. 2006 UNIT GROWTH WORKSHEET

A. Using the composite sections of the detailed district totals report, estimate the re-charter loss for fall by program.

B. Conduct a unit review of the detailed district totals report, and estimate the re-charter loss for this fall by program.

C. Subtract the projected re-charter loss from the units registered today to find the subtotal.

D. Put in the 2006 district unit goal by program.

E. Subtract the subtotal from the goal to obtain the numbers of new units needed by program to meet the district unit goal.

F. Project the number of new units by month your district needs to organize to achieve your 2006 year-end district unit goal. Early unit organization (September and October) will allow the unit to add membership during the fall and early winter.

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3. COMPLETE THE QUALITY BALANCED GROWTH REPORT MONTHLY WORKSHEET

A. Using the 2005 detailed district totals report complete the 2005 history of the Quality Balanced Growth Report monthly worksheet.

4. COMPLETE THE FAMILY ENROLLMENT NIGHT TIME MANAGEMENT WORKSHEET

A. Using the membership base total available youth worksheet, rank the potential membership growth areas by using the Family Enrollment Night Time Management Program worksheet for new and existing unit rallies.

Grade school areas without units will probably have the greatest potential.

5. SCHEDULE THE TIME NEEDED TO COMPLETE THE TASK

A. Using the provided September calendar, first identify the dates to organize new units to meet your district’s September new unit goal which you have already identified on the 2006 Unit Growth worksheet.

B. Using the Family Enrollment Join Night Time Management worksheet, contact existing units beginning with the greatest potential first. Remember that new unit Family Join Nights should be scheduled first.

C. All units should conduct their Family Enrollment Join Night in the month of September. A follow-up invitation should be scheduled for the October unit meeting.

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