Download - Situation Analysis & Key Issues
SITUATION ASSESSMENT & KEY ISSUES
Fontana Paddle Company
wavePresented by
October 8, 2013
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EXECUTIVE SUMMARY
● The Fontana Paddleboard “Tribe” is an opportunity to increase awareness of Fontana Paddle Co. and of paddle boarding as a sport in Fontana while building a local, communal group through the “tribe”. We will work to overcome the challenges of seasonal change and local competitors to establish and promote the “tribe” on a larger, more developed scale.
● Key issues that Fontana Paddleboard must address:○ Under promotion of “Tribe” membership○ Lack of unique selling point○ Define who is target demographic for the “Tribe”
Category: Outdoor RecreationSegments: Kayaking, canoeing, rafting, stand-up paddle boarding
OUTDOOR RECREATION MARKET
● Industry grew 5% per year from 2005-2011 despite economic recession (Outdoor Industry Assn.)
● Snow sports make up approximately 50% of retail sales in extreme/action sports industry (Mintel)
● Participation of women in boardsports has increased (Surfers Village)
Female participants represent an opportunity for growth.
Paddlers participate in social but independent activities.
● Top motivators for participation are relaxation, exercise and fun (Outdoor Industry Assn.)
● Paddlers share many “crossover” activities (Mintel)○ Prefer independent over team sports (Mintel)
● Women and minority groups have been underrepresented (Outdoor Industry Assn.)
PADDLE SPORTS OVERVIEW
Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation. http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
Source: “A Special Report on Paddleboards 2009.” The Outdoor Foundation. http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
SEGMENT: STAND-UP PADDLEBOARDING
● Fastest growing segment of surf industry (WSJ)○ 18% increase in participation from 2010 to 2011
(LA Times)● Biggest growth of SUP has been inland (TIME)● Can provide more fitness benefits than other paddle
sports (WSJ)
Opportunity for workout options unavailable to other paddle sports.
Segment:
STAND UP PADDLE BOARDING
The Brand/Company:
Fontana Paddle Board Company
BRANDING:
HALAU TRIBEHalau Tribe● Website design evokes serenity ● Tribe logo and pendent have a Hawaiian
feel ● Social media posts do not evoke the
same brand personality○ Halau Tribe accounts have not
established an independent voice from FPC
Brand personality has not been developed.
Marketing and Sales Support:
WEBSITE PROMOTIONSEvents and Programs Tab● This is the clearest description of FPC events
Events Drop Down● Event dates are not always clear● Past events should be removed● The “Events” tab is cluttered
Home Page● Events tab is replicated on the home page
Suggestions● Combine all events information under one tab● Convert the paddle rental calendar into an online form● Erase past events from the website
Website promotions should all be grouped together in one place
Marketing and Sales Support:
SOCIAL MEDIA PRESENCEFacebook● Good at uploading photos from events● Events are promoted frequently● Good at answering questions followers post● Should engage more in a conversation with followers
Twitter● Tweets are replicas of Facebook posts● Should engage more in a conversation with followers● Does not utilize photo or video features● Should keep to 140 character posts
Suggestions● Social media is currently being used as a promotional tool but not as a conversation
tool● FPC does a good job posting photos of events but does not utilize videos
Engage in a conversation with social media followers
1,070 likes
68 followers
Marketing and Sales Support:
TRIBE PROMOTIONWebsite● The Tribe is not clearly listed on the Website● Drop down and graphic on the home page● More visually engaging and personal webpage page
about the tribe● Easier to link to the Halau Tribe Website
Social Media● Halau Twitter page only resposts Facebook Posts● There is no cross promotion between the FPC and
Halau Tribe social media accountsOther● Lack of print promotional materials● Emails blasts about the Tribe
Utilize web presence to specifically promote the Halau Tribe
30 likes
5 followers
The Consumer Fontana Paddleboard and the “Tribe”
The Consumer
● Current Market○ Rentals: Women and their
children○ Sales: Lake people,
Exercise/Fitness/Health nuts, Outdoor types
● General Market○ Sales
■ Women
■ Elderly/Empty-Nesters
■ Outdoor Types
Localized audience = Increased Commonalities & Reduced FoW/Enhanced Strategic Clarity
At a Glance
Sports Utility Moms
● Child-centered
○ Earlier introduction to sports can lead to lifelong
● Physically active
○ Very likely to spend money on Sports Equipment
● Suburban Life
○ Car-Friendly Media
○ Kid-Friendly Media
● Web Presence
○ Mainstream Utility
Leveraging Parents/Children for information and
messaging
At a Glance
Fast Track Couples
● Mobile/Active Lifestyles
○ Physical activity and health are high priority
○ Don’t have time for traditional media
● Social and Status-Conscious
○ Socially active
○ Self-described trendsetters
● Web Presence
○ Online Receptive
○ Informed Consumer
Incredibly High Social Media ROI
At a Glance
Empty Waterfront Nests
● Spending Power
● Leisurely Enjoyment
● Expanding Market
● Expensive Messaging Demographic
Competition
Competitors
Regional:● Wai Nani Surf & Paddle
○ Minnetonka, MN
● PaddleBoard Specialists
○ Westport, WI
● Windward Boardshop
○ Chicago, IL
Local:● ClearWater Outdoors
○ Lake Geneva, WI
○ Delafield, WI
○ Williams Bay, WI
● Gordy’s Lakefront Marine
○ Fontana, WI
● Gage Marine
○ William’s Bay, WI
Top Competitors
Local:● ClearWater Outdoors● Gordy’s Lakefront Marine
Regional:● Windward Boardshop ● PaddleBoard Specialists
Gordy’s Lakefront Marine
ClearWater Outdoors
GORDY’S LAKEFRONT MARINEFONTANA, WI
● Positioned as a high-class, high-quality brand
● Positioned as a community asset● Boat Club & non-exclusive social
events appeal to various types of consumers
3,824 likes
464 followers
High quality, for everyone
COMMUNITY INVOLVEMENTGORDY’S LAKEFRONT MARINE
● Motto & focus based on high-quality customer service
● Boat House Restaurant and Bar● Give back to the community via volunteering,
fundraising and donations● Weekly and monthly social events to engage
various community members
Source/s: gordysboats.com
CLEARWATER OUTDOORLake Geneva, Delafield & WILLIAMS BAY, WI
● Positioned as a community asset/resource
● E-commerce & online presence give CWO a competitive advantage
● CWO is putting the tribe concept to work
3,824 likes
464 followers
High quality e-commerce and national distribuition
Community AssetClearWater Outdoor
• CWO GIVES BACK TO THE COMMUNITY
• SPONSORING AND HOSTING COMMUNITY EVENTSo 9TH ANNUAL TURKEY TROT
• PROVIDE COMMUNITY RESOURCES ONLINEo CWO WEBSITE CONTAINS
INFORMATION ON LOCAL CAMPING SITES, TRAILS AND PLACES TO MOUNTAIN BIKE AND PADDLE BOARD
• ADVENTURE CLUB
Adventure ClubClearwater Outdoor
●APPEALING AND INTUITIVE WEBSITE
● BLOG● E-COMMERCE● ACTIVE ON SOCIAL MEDIA;
POSITIVE CONSUMER FEEDBACK
CWO OnlineClearWater Outdoor
2,309 likes
413 followers
Analylics by TOPSYComparing Tweets per day statistics form Fontana, Gordy’s, and Clearwater
PADDLEBOARD SPECIALISTSWESTPORT, WI
● Positioned as competitive, professional
● Focus on sales online● Nationally recognized name
2,525 likes
1,614 followers
COMPETITIVE & PROFESSIONALPADDLEBOARD SPECIALISTS
● Messaging is focused on competitions and professional paddleboarding events
● Hosts the Annual Midwest Paddle Fest (2012, 2013)
● Events include clinics, opportunities to Paddle with Pros
● Their name and brand is associated with success in the sport
● Has a professional paddleboard team
ONLINE SALES FOCUSPADDLEBOARD SPECIALISTS
● Extensive e-commerce○ SUPs, accessories, swimwear, etc.○ New online outlet○ Weekly rentals offered online
NATIONALLY RECOGNIZEDPADDLEBOARD SPECIALISTS
● Known through competitive circuits and national paddleboard events
● High SEO & Google ranking for paddleboard related searches○ Shown when searching for
paddleboard
Photo from Paddleboard Specialists’ Facebook page. Photo from Paddleboard Worlds in Chicago.
Windward Boardshop
Chicago, IL
● Old business with a new face
● Hub of social activity ● Strong online presence● Non-seasonal business 7,761 likes
247 followers
REDEFINING “BOARDSHOP”WINDWARD BOARDSHOP
● Purchased from previous owners, rebranded○ Young, hip vibe
● Renewed focus on customer service
● Social Center○ Groups and teams that meet
regularly○ Events
■ SUP gatherings● women
■ Sales Parties○ Just for kicks
● Make non-seasonal sales all year round
● WINDWARDBOARDSHOPS.COM ○ BLOG
■ HOW-TO ■ TIPS■ EVENTS
○ E-COMMERCE ■ WAY BEYOND BOARDS ■ NATIONAL
DISTRIBUTION ■ FREE SHIPPING
● SOCIAL MEDIA ○ FACEBOOK ○ TWITTER ○ YOUTUBE
CREATING COMMUNITY ONLINEWINDWARD BOARDSHOP
7,761 likes
247 followers
SWOT ReportPromotion of the “Tribe”
Strengths Weaknesses
Opportunities
Threats
SWOT Analysis
● No Direct Substitutes for the tribe
● Knowledgeable staff● Existing event opportunities● Local Presence
● Access to Geneva National Community
● The Tribe 365● Consumers are Role
Models
● E-Commerce● Established area
recreational groups
● Seasonal Population● Social media engagement● Promotion of the Tribe
Key Issues & Opportunities
ISSUES AND OPPORTUNITIES:
BRAND
● This is the first SUP fitness group in the area. ○ There is little direct competition to the tribe○ There is little understanding of what the tribe is
● We have to focus on education, branding, and then promotion.○ Skipping education or branding and going straight to
promotion of the Halau Tribe will result in an incomplete marking initiative.
ISSUES AND OPPORTUNITIES
CATEGORY: OUTDOOR RECREATION
● Snow sports are a large segment in the outdoor recreation industry (Mintel) ○ Account for 50% of equipment revenue ○ Highest participation rate of all sports for ages 6+
● We should consider including snow sports and activities as an aspect of FPC during the offseason○ Not including snow sports could result in potential Tribe
members migrating to competitor clubs who do offer these activities
CONSUMER
● The Feminine and SUP ○ Are key decision makers in sports apparel and
product retail ○ 2010 WSJ Report: 50%+ of SUP purchases were
made by women○ Strong promotional foundation in place for reaching
out to this demographic - Let’s build off of it!● Empty Nesters and their Spare Time (and Change!)
○ Fontana as a major hotbed for Older Adults ● The Spaces We Don’t Think Of
○ Dentist/Cello Lessons/Ballet Waiting rooms, Cafe signage boards
COMPETITION
● ClearWater Outdoor has an established group recreation club (Adventure Club)○ Teamed up with larger group (American Canoe Association)○ More off-season recreational opportunities
● We should focus on promoting the Tribe and obtaining members who can be influencers/opinion leaders.○ Not promoting could result in potential Tribe members
gravitating towards opportunities offered by well-known competitor recreational clubs
PRODUCT: THE “TRIBE”
● Primary Research Needed
● Is the Tribe willing to connect with other fitness groups?○ Competitor recreational groups have partnered with
larger organizations
● Clarity on the Infrastructure of the Tribe○ What resources can we leverage in our messaging?
“What Don’t We Know”
CONSUMER: “WHAT DON’T WE KNOW?
● The Tribe Demographic Composition● Spending Power of Non-Seasonal
Households○ Only 13.8% Population Doesn’t Own
Property● The Culture of the Empty Waterfront Nests
○ Open-Minded vs. Conservative○ Adventurous/Bold vs. Safe○ Hippies vs. Straight-Laces
CATEGORY: “WHAT DON’T WE KNOW?
● What are the specific trends of SUP in the Midwest?
● Most market research polls coastal regions● If we know the trends in the Midwest, we can
apply these more specifically to FPC● Knowing how paddle boarder demographics
and psychographics in Midwest differ from coastal regions can help us strategize how to target the Midwestern market
BRAND: “WHAT DON’T WE KNOW?”
● Halau Tribe demographic composition● Scope of the Tribe● What is the brand personality of the Halau
Tribe?○ Have a consistent theme among marketing
efforts○ Channel the voice of the tribe in social
media posts○ Create promotional materials that reflect
the voice of the Tribe
COMPETITION: “WHAT DON’T WE KNOW?
● Who are their target markets? Top consumers? Recreational group members?
● Are our target markets the same?● If the target markets and group members are
different, may be less of a competitor
Appendix
PRODUCT LINE REVIEW
Paddle Equipment
● SUP boards
● SUP paddles
● Kayaks
● Kayak Paddles
● Indo Boards
● Rowing Skiffs
The Tribe comes with great benefits for members
Tribe Package
• Halau Tribe t-shirt
• Halau Tribe pendant necklace
• 10-20% discount on regular priced items
• 30% discount on paddlesport rentals
• Free Access to tribe member events
BOAT CLUBGORDY’S LAKEFRONT MARINE
● Boat Club○ One time fee: $995○ Annual fee: $3,540 over 12 mo. payments○ “unlimited usage of 21 ft. Cobalt, unlimited
member guests, boat driving & safety instructions, insurance/maintenance/cleaning/storage, access to wakeboards, tubes, ropes and life vests, fast check-in/out” (website)
○ Targeted towards families - “Family fun-tastic,” “Boomers and Consumers”
Source/s: gordysboats.com, MOSAIC USA B09 and L41
● PARTNERED WITH AMERICAN CANOE ASSOCIATION
● MEMBERSHIP○ YEARLY MEMBERSHIPS: ADULT - $40,
FAMILY - $70○ WEEKLY EVENTS THROUGHOUT THE
SUMMER○ OFF-SEASON EVENTS
● Member benefits○ Discounted rentals during activities ($10/event)○ 10% off anything in-store not on sale or kayak○ 50% off CWO Midweek Boat Rentals○ “fun!”
● Group SUP activities● Partner with Body Logic to offer $10 yoga classes
every Tuesday and Thursday
Adventure ClubClearWater Outdoor
Source/s: clearwateroutdoor.com
SourcesAction and extreme Sports - US. (2011). Mintel. Retrieved from http://academic.mintel.com.ezproxy.library.wisc.edu/display/570755/
A special report on paddlesports. (2009). Outdoor Association Industry & Outdoor Foundation. Retrieved from http://www.outdoorfoundation.org/pdf/ResearchPaddlesports.pdf
Author unavailable. (2012, April 20). Boardsports market $19.6 billion in five years. Surfers Village. Retrieved from http://www.surfersvillage.com/surfing-news/56025#.UlOSFWSgkfr
Barrovick, Harriet. (2012, August 28). SUP grows up: stand up paddling hits uncharted waters. TIME. Retrieved from http://nation.time.com/2012/08/28/sup-grows-up-stand-up-paddling-hits-uncharted-waters/
Cullen, Jack. (2013, July 13). Midwest standup paddle festival highlights growing popularity of sport here. Wisconsin State Journal. Retrieved from http://host.madison.com/news/local/midwest-standup-paddle-festival-highlights-growing-popularity-of-sport-here/article_0e55bf7a-4c06-5d2b-9f64-6545c8f6f4c7.html
Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. (n.d.). Gordy's Lakefront Marine - Fontana, WI & Fox Lake, IL. Retrieved October 8, 2013, from http://gordysboats.com
Helliker, Kevin. (2010, July 20). Surf’s up: the rise of stand-up paddleboards. The Wall Street Journal. Retrieved from http://online.wsj.com/article/SB10001424052748703720504575377023651849234.html
Standup paddling survey. (2011). SUP Magazine. Retrieved from http://c.ymcdn.com/sites/www.americancanoe.org/resource/resmgr/spp-documents/sup_demo_survey.pdf
SourcesThe outdoor recreation economy. (2012). Outdoor Association Industry. Retrieved from http://www.outdoorindustry.org/pdf/OIA_OutdoorRecEconomyReport2012.pdf
Wallack, Roy. (2012, July 28). A rising tide for stand-up paddleboarding. Los Angeles Times. Retrieved from http://articles.latimes.com/2012/jul/28/health/la-he-paddleboard-popular-20120728
Outdoor Clothing, Equipment, Gear for all your Adventures. . (n.d.). Outdoor Clothing, Equipment, Gear for all your Adventures. . Retrieved October 8, 2013, from http://www.clearwateroutdoor.com/
Fontana Paddle Company Facebook Page https://www.facebook.com/fontanapaddleco Fontana Paddle Company Twitterhttps://twitter.com/FontanaPaddleCo Halau Tribe Facebook Pagehttps://www.facebook.com/pages/Halau-Tribe/426870064070326 Halau Tribe Twitterhttps://twitter.com/HalauTribe