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MULTI-SPORT TRAINING COMPLEX


MARKETING PLAN

THREE-SIXTY-FIVE

Final Draft

Michael Day

Marketing Management – Section 61456

Keller Graduate School of Management

August 23, 2014

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Table of Contents

1.0 Executive Summary ……………………………………………4

2.0 Situation Analysis Overview …………………………………..5

2.1 Market Summary …………………………………………....5-6

2.2 SWOT Analysis ……………………………………………...6-7

2.3 Competition ………………………………………………….7-8

2.4 Product (Service) Offering ……………………………………..8

2.5 Keys to Success ………………………………………………9-10

2.6 Critical Issues ………………………………………………….10

3.0 Marketing Strategy Overview ……………………………..10-11

3.1 Mission ………………………………………………………....11

3.2 Marketing Objectives ………………………………………11-14

3.3 Financial Objectives ………………………………………..14-15

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3.4 Target Markets ……………………………………………..15-17

3.5 Positioning …………………………………………………..17-18

3.6 Pricing Strategies …………………………………………...18-19

3.7 Marketing Attack Strategy ………………………………....19-22

3.8 Marketing Research ………………………………………...22-23

4.0 Controls Overview ………………………………………….23-24

4.1 Progress Milestones ………………………………………...24-25

4.2 Marketing Organization …………………………………...25-26

4.3 Contingency Planning ………………………………………26-27

5.0 Conclusion …………………………………………………...27-28

References …………………………………………………………..29

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1.0 Executive Summary

What does every young athlete dream of? They dream of becoming the next best athlete.

They dream of being the next Michael Jordan, Tiger Woods, Derek Jeter, Rafael Nadal, and etc.

They dream of this non-stop but the only way they can become the next best thing, is to train.

Three-Sixty-Five is an organization that offers just that. With the facilities and staff, the young

athletes in the world will be able to learn and develop the skills that are needed to become that

great player.

Today in the world, we are losing too many young athletes to crimes, drugs and etc. This

needs to stop and the only way to stop this is by getting into this facility which will help the

young athlete in ways that only parents dream of. Sometimes parents cannot get through to their

own children and their children look up to other people in gangs and athletes. Once put into this

facility, not only will the young athlete develop their skills of their sport but also get help to be

able to become the individual that they and their parents wish to be. In the upcoming sections of

this plan, you will see exactly why Three-Sixty-Five is the best multi-sports facility around and

how they will gain market share.

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2.0 Situation Analysis Overview

In the upcoming sections, you will read about the market summary, SWOT Analysis,

competition, product (service) offering, keys to success, and also critical issues. Market summary

will simply describe where Three-Sixty-Five will be located and a brief overview of the market

they wish to get into. SWOT Analysis will show you the strengths, weaknesses, opportunities,

and threats of the business. Competition is always going to be there and this will be addressed in

this section. Every business must have a product or service that they offer and you will read

about Three-Sixty-Five’s services and how they differentiate from the competition. Finally you

will read about their keys to success and also some critical issues that will have to be addressed.

2.1 Market Summary

Three-Sixty-Five will be located in Chicago, IL and also a few surrounding suburbs

which will allow athletes from all areas to go to these training complexes. Chicago is one of the

largest cities in United States and also has one of the most drastic climates in the U.S. Many

athletes train in the following locations: California, Arizona, Texas and Florida. These locations

have great weather and provide great areas to help train athletes. Some of the best athletes in the

world train in those locations. Chicago is a huge sports city, so why not give athletes a place to

train instead of having to rely on school hours and outrageous pricing at single sports complexes.

For example, Fastball USA is a highly touted baseball training facility in Schaumburg, IL which

has outrageous pricing. The pricing for Fastball USA is the following: Elite Program (Unlimited)

= $500.00 until April and Elite Summer Program = $349.001. This program is one of the best

programs but only baseball players are allowed to go to this location. Three-Sixty-Five is a

1 (Ryan, 2014)

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multi-sport facility which will allow all athletes to visit and get training at a low price. This

facility relies on its customers to survive, which is why Three-Sixty-Five gives the best customer

service and also the best training.

The target audience of this facility is the athletes of all ages. Each age group will have

specialized professional trainers which will help them advance to the next stage of their training.

As you get older, the drills will get tougher which will force you to get better. Once you get to

the age of 15, you will be able to start a weight training program which will allow you to target

those muscles that you need in order to be the best athlete you can be.

2.2 SWOT Analysis

In this section, you will see the strengths, weaknesses, opportunities, and threats to

Three-Sixty-Five.

STRENGTHS:

Strong management

Professional training staff

Multi-sport complex

Excellent customer service

WEAKNESSES:

New to the market training facility

Too many sports in one building

Not many locations

Not enough assets

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OPPORTUNITIES:

Expansion

Brand recognition with professional staff and customer service

Larger facilities

More professional trainers

THREATS:

Fastball USA

Chicago Bulls and Sox Academy

High school and college camps

Brand recognition (not enough)

2.3 Competition

Competition is always going to be there, whether you are out on the field/court or in the

office with a company that is trying to make a name for them self. There are different forms of

competition and they are: pure competition, oligopoly, monopoly, and monopolistic competition.

According to Witiger.com, pure competition is “low barriers to entry, many choices, no business

has dominance.”2 This competition describes Three-Sixty-Five because there are many training

facilities in which you can go to and all of them offer the same services. The only difference is

Three-Sixty-Five is a large, multi-sport facility opposed to some single sport facilities.

The main competition is Fastball USA. They are a great baseball/softball facility in

Schaumburg, IL that allows student athletes to come there and train under supervision of

professionals. This facility offers many batting cages and flat ground for fielders and pitchers.

The only weakness is they expensive and you can either choose between an unlimited program

2 (Nature of Competition, 2011)

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and a limited program. Three-Sixty-Five is going to be a facility that is always unlimited and

allows athletes to weight train, run, and train in their specific sport.

The second competition would be the Chicago Bulls and White Sox Academy. Many

athletes go to this academy because it is supervised by members of the Chicago Bulls and White

Sox. Not only do you train there but you are also able to try out for their travel teams which give

you a chance to showcase your skills in front of college and professional scouts.

The next competition would be high school and college camps. These school camps

allow you to train with athletes who were in your shoes just awhile back. They put their heart

and soul into their training programs to get to where they are now. They are great role models

which young student athletes will be able to look up to. College camps will allow the athlete to

showcase their skills in the camp which will give them a leg up on their competition on a

scholarship offer.

Instead of paying for lessons that Three-Sixty-Five will offer, athletes can always buy

over-the-counter products to help them train at their own house. There are many different

training products which you can buy in specialized stores such as; Sports Authority, Dicks

Sporting Goods, PGA Golf Store, and etc. These stores specialize in many products that will help

the athlete out at a low price. Why spend money on getting trained by professionals when you

can just get a video or something else for cheap? The reason for this is because you get one-on-

one training with the professional staff and will answer any questions you have instead of relying

on a Q & A after the video which may not even answer any of your questions, and leave you

looking for answers to why you are not performing better. Don’t let your questions go

unanswered.

2.4 Product (Service) Offering

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As stated earlier, Three-Sixty-Five will offer many different training lessons, personal

trainers, guidance and counseling. You will be put into your age group and you will be able to

learn different techniques and skills that will allow you to grow as an athlete. You may also start

a program which allows you to get one-on-one training from the instructor of your choice. These

instructors will help you with any skill or technique that you are looking answers for. If you are

looking to perfect your shooting release, help your balance, strengthen your body and increase

stamina, we have different trainers for each class to help you.

At the end of each session you will be given a grade on your development which will

allow you to see what your strengths and weaknesses are. If you feel a connection with your

trainer and wish to continue your lessons with them, you may request to do so. Each trainer will

have a set of skills in which you will have to graduate the previous set of skills to start training

in. For example, if you are a baseball player, the first thing you want to learn is how to catch a

ground ball. The trainer will teach you proper footwork, balance and posture. If you graduate

from these skills, you will then move on to be able to learn how to read ball spin and read

different “hops”. After that you will then start working with a partner and learn how to throw a

perfect ball over to the first baseman after catching a ground ball. Each sport will offer you a

biography of each instructor and you will be able to choose which one you would like to train

with. This will allow the athlete to grow with the instructor and build the relationship to which

you feel comfortable.

2.5 Keys to Success

In order to be successful in this world you have to be able to “wow” the customers. This

is where our marketing program comes in play. We will get the word out that our facility is

everything you need and make the customers want to come see our fabulous facility. Not only

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will this facility be marketed through word-of-mouth but you will also see flyers around town

and commercial skits to show you a glimpse of what you’ll be getting into. Who better to market

your brand than a professional athlete? With our professional staff, they will be able to go to

social media outlets and interviews to market our brand.

2.6 Critical Issues

The main issues with having a sports facility is, finding the right staff. Each staff member

must be willing to help out with student athletes in every measure. They must be loyal, kind,

well-spoken, humble, good sense of humor, and friendly. Three-Sixty-Five will not be successful

unless our staffs fully commits to helping others out. Each young athlete relies on the trainer to

help them, protect them, and also offer their knowledge of the game. The have to be able to deal

with many different personalities which can be difficult at times. They must be able to adapt to

different situations and be able to grow with the young athlete. Three-Sixty-Five is a great sports

complex and with great customer service, the company will prosper.

3.0 Marketing Strategy

In the upcoming sections, you will see the mission statement, marketing and financial

objectives, and target markets for Three-Sixty-Five Multi-Sport Training Complex. Here you

will find out what exactly the company is shooting for in our mission statement. After that, you

will see how we will accomplish our mission by our marketing objectives. This section will show

you how we are going to attack the market and open the eyes of our audience. In order to do all

of this, we need money. You will see how we will finance all of our marketing efforts and what

will keep the company running in our financial objectives. Every service needs to have a niche,

and the target market section will show you exactly who we are trying to attract to Three-Sixty-

Five. Now let’s get into what is the mission of Three-Sixty-Five is.

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3.1 Mission

Three-Sixty-Five is an upbeat, energetic, multi-sport training complex aimed at offering

student athletes professional training to improve their performance. Three-Sixty-Five is a

customer first complex which drives the business. Three-Sixty-Five not only views themselves

as teachers but also as friends of the student athlete. With personal training, mentoring, and

counseling; there is nothing that Three-Sixty-Five can’t do. Three-Sixty-Five aims to become the

best multi-sport training complex in the world, where people all over the country come to visit to

improve their performance for the desired sport they play. This will allow the student athlete to

grow as an athlete but also as an individual. Capitalizing on their marketing efforts to gain brand

recognition, Three-Sixty-Five will be a well-known multi-sport training complex within a couple

of years. The goal of Three-Sixty-Five is world-wide growth, increase profitability, and making a

difference in young adults.

3.2 Marketing Objectives

Every company or service needs to have marketing objectives. The first marketing

objectives you need are a value proposition and brand identity, as well as an estimate of costs for

Three-Sixty-Five. In this section you will find the promise that Three-Sixty-Five offers, the

brand logo, marketing slogan, and also a projected month-by-month sales chart.

Value Proposition

Three-Sixty-Five aims to please its customers by providing professional training,

mentoring, and counseling. Three-Sixty-Five promises that their customers will leave not only a

better athlete but also a more polished individual between the ears.

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Brand Identity

Every business needs a brand identity to draw their customers to their business. This is a

marketer’s dream task, to build the brand. Marketers are trained to “wow” their audience and

what better to “wow” them by creating an eye popping logo and slogan. The reason for the name,

Three-Sixty-Five is because this is a multi-sport training complex and sports are played all year

round. Below you will see the logo of Three-Sixty-Five. The logo shows the Chicago skyline3 to

represent the roots of the business. Also you will see the Three-Sixty-Five (365) under the

skyline to represent the complex name and also the slogan “Don’t Let Your Dreams Be Dreams.”

This complex is made for the purposes of trying to turn dreams into reality for these young

athletes. This is the main goal of any training complex, to turn you into the best

athlete/individual possible.

Estimated Unit Sales

Below you will see the month-by-month unit sales chart for Three-Sixty-Five.

3 (Graphic & Product Design)

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Unit Sales Jun. Jul. Aug. Sept.

Membership Fees ($75/month) $1,875.00 $1,500.00 $1,125.00 $1,125.00

Walk-In Fees ($85/hr) $425.00 $510.00 $170.00 $85.00

Facility Rentals ($30/hr) $1,500.00 $600.00 $750.00 $870.00

Personal Training ($50/hr) $250.00 $450.00 $400.00 $200.00

Mentoring ($55/hr) $440.00 $495.00 $165.00 $220.00

Counseling ($60/hr) $300.00 $540.00 $480.00 $60.00

Pro Shop $4,000.00 $3,000.00 $3,702.00 $3,840.00

Food and Beverages $500.00 $232.00 $723.00 $293.00

Total: $9,290.00 $7,327.00 $7,515.00 $6,693.00

Unit Sales Oct. Nov. Dec. Jan.

Membership Fees ($75/month) $975.00 $900.00$1,875.0

0$1,500.0

0Walk-In Fees ($85/hr) $85.00 $340.00 $680.00 $765.00Facility Rentals ($30/hr) $870.00 $900.00 $450.00 $360.00Personal Training ($50/hr) $300.00 $350.00 $150.00 $100.00Mentoring ($55/hr) $165.00 $55.00 $495.00 $385.00Counseling ($60/hr) $180.00 $420.00 $240.00 $120.00

Pro Shop $2,342.00$2,323.0

0$2,394.0

0$2,394.0

0Food and Beverages $450.00 $682.00 $385.00 $293.00

Total: $5,367.00$5,970.0

0$6,669.0

0$5,917.0

0

Unit Sales Feb. Mar. Apr. MayMembership Fees ($75/month)

$1,350.00 $1,050.00 $1,125.00 $900.00

Walk-In Fees ($85/hr) $85.00 $510.00 $340.00 $170.00Facility Rentals ($30/hr) $660.00 $690.00 $750.00 $870.00Personal Training ($50/hr) $350.00 $450.00 $200.00 $250.00Mentoring ($55/hr) $275.00 $385.00 $110.00 $165.00Counseling ($60/hr) $60.00 $180.00 $120.00 $180.00Pro Shop $2,391.0 $49,223.0 $20,194.0 $2,392.0

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0 0 0 0Food and Beverages $421.00 $596.00 $249.00 $234.00

Total:$5,592.0

0$53,084.0

0$23,088.0

0$5,161.0

0

3.3 Financial Objectives

In order for a company to prosper, you need revenue. In this section, you will see how

Three-Sixty-Five is going to grow through their services. At Three-Sixty-Five, you can purchase

a membership pass for $75/month which is $10 cheaper than walk-in fees which are $85/hour.

Three-Sixty-Five encourages our customers to be loyal to us and purchase a membership fee

which will give you access to everything all day long. This is why you will see the membership

unit sales higher than walk-in services because that’s the goal. Facility rentals are for teams who

want to come in and rent a batting cage, basketball court, and etc. This rate is $30/hr and we

encourage teams to purchase this and possible come back and purchase an individual

membership pass. Membership offers a chance to train with a professional athlete with a group

of athletes. If you choose for individual training, you may purchase the personal training package

which is $50/hr which will give the athlete one-on-one training. Not only does Three-Sixty-Five

offer training, they also offer mentoring and counseling which will help out the individual with

all aspects of life outside of their sports. This goes for $55/hr for mentoring and $60/hr for

counseling. Three-Sixty-Five also has a pro shop which the athletes can purchase equipment that

they can use at the facility but also on their own time. This includes in game equipment, training

equipment and etc. Food and beverages are also available for purchase for athletes training and

also parents who are waiting for their son or daughter to finish their training program. Below you

can see a month-by-month sheet on our projected sales revenue.

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As you can see from above, the best months will be June and December with the worst

months being November and May. This is because June is when all the students will be out of

school and looking to train for their upcoming school year. December is when students are on

Christmas vacation and looking for a place that is warm to train, and Three-Sixty-Five offers that

to these young athletes. November and May are the worst months because around this time,

students are preparing for finals and not worrying about training for their sport, grades do come

first.

3.4 Target Markets

In order to reach the month-by-month projected sales, we need to be able to reach our

target market. As stated in section 2.1, the target market for Three-Sixty-Five are student athletes

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from all ages. Each age group will have specialized professional trainers which will help them

advance to the next stage of their training.

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Three-Sixty-Five is located in Chicago, IL. Chicago is a great spot for this because

Chicago has a terrible climate. The summers are incredibly hot and the winters are incredibly

cold. Instead of going to Florida, Texas, California, etc. for training, student athletes can stay in

Chicago to train.

In other sport training facilities, you see that they only offer one to two sports to train in.

Three-Sixty-Five offers training for all sports, not just a couple. This will bring every athlete

from every sport to Three-Sixty-Five to work with our professional staff. Three-Sixty-Five will

focus towards the demographic segmentation because they focus on men and women of all ages

in sports. As of now Three-Sixty-Five is located in Chicago, IL and wish to expand to other

cities which is why geographic segmentation was not the best segmentation. This facility focuses

on student athletes of all ages to train and improve their skills. The goal is to make everyone who

walks in the door, feel welcomed. That is why Three-Sixty-Five takes customers from all ages,

male and female, and also all ethnicities. The risk about taking in so many different athletes is

being able to provide the student athlete the correct trainer for their needs. Everyone wants to

4 (Little Italy Neighborhood Map of Chicago)

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work on every aspect of their game, but we try to focus on one aspect then graduate to the next.

Take this process step-by-step the so athlete does not feel overwhelmed with the new skills they

are developing.

After diving into the target market, Three-Sixty-Five is projected to make roughly

$400,000 in the first initial year based on their target market and one location. After the

successful first year, they will continue to grow 5-10% monthly by bringing in more and more

student athletes to train at the facility. In the future, Three-Sixty-Five projects to have multiple

locations that offer the same options as the initial Chicago location will provide. Three-Sixty-

Five will continue to grow yearly and become the best multi-sport training complex in the world!

3.5 Positioning

Three-Sixty-Five is going to position itself in the market by their professional staff. With

their professional staff, they will have great customer service and expertise in the sport they are

teaching. The staff at Three-Sixty-Five will be full-time upper-income professionals and also

some middle-income hourly workers. The instructors will be full-time upper-income

professionals who can show the student athletes the skills they need to become the player of their

dreams. The middle-income hourly workers will be the front desk workers, janitors, and etc. The

audience will includes student athletes who would like to increase their production in the sport

they are playing. In Chicago, IL, young student athletes are getting in a lot of trouble due to not

having the guidance that Three-Sixty-Five will provide.

Instead of relying on training products that you buy off the shelf, which are not always

the best, you can come to Three-Sixty-Five for a monthly cost and get professional training in

your sport. Many sport facilities, have instructors to help you develop your skills but are there

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many multi-sport facilities? This is where we will catch the eye of the consumers because it is

not just one sport, it is multiple sports. This will allow all student athletes to come to Three-

Sixty-Five and also build friendships with other athletes. Three-Sixty-Five can base the position

on the product quality and pricing strategy. Three-Sixty-Five is confident that our professional

staff will exceed all expectations and you cannot beat the pricing offered at monthly and hourly

rates.

3.6 Pricing Strategies

Three-Sixty-Five will have a competition pricing strategy. In this strategy, Three-Sixty-

Five will have lower prices than their competition so they can take some market share. Not only

with their lower prices, they will be offered the top professional trainers to conduct the seminars

and individual training. Not only will there be monthly membership fees but also hourly fees if

you do not wish to have a membership to the facility. Here is an example of our main

competitor:

Fastball USA5

- Elite Training Unlimited Program = $500.00 for two months

- Elite Training (Limited) = $349.00 for three weeks.

Three-Sixty-Five will be offering the following services:

- Membership Fees ($75/month)

- Walk-In Fees ($85/month)

- Facility Rentals ($30/hr)

5 (Ryan, 2014)

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- Personal Training ($50/hr)

- Mentoring ($55/hr)

- Counseling ($60/hr)

Not only will Three-Sixty-Five have these prices but they will also have a promotional

pricing structure. Three-Sixty-Five will have special offers, discounts, and occasional pricing

reductions. The special offers will be the first three months of the opening to bring in as many

student athletes as possible. We will offer memberships at a reduced rate for the first three

months of your membership, if you choose the year membership option at $800 which is $66.67.

You save $100 if you choose this path opposed to paying $75/month. There will also be many

discounts throughout the process. If you have multiple young athletes that you are wishing to put

into the programs, you will have a reduced rate of $55 per athlete instead of $75 per athlete.

Another promotion that Three-Sixty-Five will be offering is a reduced rate during the winter to

bring more athletes to the facility. This rate will only last from December to February. At these

rates, you cannot pass up Three-Sixty-Five.

3.7 Marketing Attack Strategy

In this section, you will see how Three-Sixty-Five will attack the market. This is where

Three-Sixty-Five is going to make a difference and their money. The most important aspect of

companies is their marketing department. This department has one job, and that is to “wow” the

audience. In these upcoming paragraphs, you will see the different ways Three-Sixty-Five will

attack the market and promote their services.

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Advertising

Advertising is one of the most important marketing tools to use. There are so many

different ways in which you can use. You can use the following: newspaper, television, radio,

magazines, billboards, e-mail marketing, internet ads, agencies and more. Three-Sixty-Five will

use the following marketing tools: television commercials, magazines, billboards, e-mail

marketing and internet ads.

Television commercials are important, especially when you are new to the market. A

simple 30-second commercial ad is usually between thousands of dollars to millions, depending

on if you want primetime or not. Three-Sixty-Five commercial skit will consist of what the

services are, cost, location and a great visual of the instructors working with the student athletes.

Magazines are dropping since everything is going digital now. Although magazines are

losing their buzz, there are still magazines which are being issued for free in certain industries.

As Three-Sixty-Five is a sports facility, the sports industry offers many magazines such as;

ESPN, specialized sports magazines (Baseball Express, Baseball Warehouse, EastBay, etc.) and

more. These magazine ads will consist of a nice visual of the building, location, services, and

costs that Three-Sixty-Five provides.

Billboards will draw many of the drivers who are visiting and also people who are just

out and about, to the facility. This billboard will attract many student athletes around Chicago

who are looking for a nice, cheap, and productive sports facility. A billboard is roughly $1,500

per billboard but is well worth the cost of bringing in more student athletes.6 This billboard will

show a picture of the building, location, contact information, services and cost.

6 (Prosser, 2013)

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E-mail marketing is the next marketing tool that Three-Sixty-Five will use. There are

great e-mail marketing services which Three-Sixty-Five can choose from but nothing beats

GetResponse. GetResponse offers custom newsletters with multiple templates at a cost of $45

per month for 5,000 subscribers.7 Three-Sixty-Five will simply buy a mailing list from a sports

industry magazine and send out newsletters to show their services. This will allow all contacts to

get updated pricing, special offers, discounts, and promotions. Many companies use this service

and at a low rate of $45, it is extremely worth it.

Internet

Three-Sixty-Five will create a website that will show every aspect of the facility. This

you will be able to view the “about us” page, contact information, pricing structure, location

(directions available from different areas), option to subscribe to newsletters, and etc. This will

allow all potential clients to view everything they need to view before they come in for our tour

of the facility. This is the first step of becoming a customer of the facility. Once you get to the

website, Three-Sixty-Five will wow you so much to the fact where you want to learn more. The

only way to learn more is to come to the facility, take a tour, meet the professional staff, and then

have a chance to sign up on the spot to become a Three-Sixty-Five client.

Public Relations

A public relations person has one job and that is to create a favorable image of the

facility. This is where the artists come to play. In order to “wow” the audience, Three-Sixty-Five

needs to create eye popping images that can be used for the e-mail marketing service, billboards,

commercial ads, and also the internet. Public relation specialists live on “wowing” the audience.

7 (GetResponse, 2014)

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They do everything in their power to build a strong, favorable image of the business so they can

attract the customers. That is their goal and also the goal of Three-Sixty-Five.

Sales Promotion

Once you decide on becoming a client at Three-Sixty-Five, you will have to sign a

contract which basically states that you will be loyal to the facility and respect others. Once you

sign the contract at the rate that is provided at the time, you will be given a draw string bag as

well as a dri-fit athletic Three-Sixty-Five shirt that shows the company image as well as the

slogan on the back. There will be many sales promotions of this nature as well as clothing in the

pro shop to represent the Three-Sixty-Five brand which will help bring more and more customers

to the facility.

3.8 Marketing Research

In order to make this facility prosper, you need to do your research. According to the U.S.

Census Bureau8, Chicago has a population of an estimated 2,718,782 people in 2013. Three-

Sixty-Five does not segregate one bit so they allow male, female and all ethnicities. In Chicago,

51.5% of the population is female, 45% is Caucasian, 32.9% is African American, 0.5% is

American Indian, 5.5% is Asian, and 28.9% is Hispanic or Latino. The average income per

household is roughly $47,408 with a poverty level at 22.1%. Three-Sixty-Five is made to allow

student athletes of all ages, genders, ethnicities and income level.

In Chicago, there are a lot of young athletes who get in trouble with the law because they

have nowhere to go. According to Chicago Magazine9, “There are roughly 25,000 arrests of male

8 (State & Country QuickFacts, 2014)9 (Moser, 2012)

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youths in Chicago each year, equating to a rate of 15 per 100 males.” Also, “roughly 60 percent

of this segment of society can expect to spend time in prison by age 34.” With this sports

complex, it will encourage young adults to get off the streets and join our facility to help grow as

an individual and also train with the best athletes around. Three-Sixty-Five offers guidance and

counseling which will help these young adults prosper. It is a terrible thing to see young adults

getting in trouble and then finding out how great of an athlete he/she is. Three-Sixty-Five will

not only help you as an athlete but also as an individual.

4.0 Controls Overview

Now that you have read about the marketing aspect of Three-Sixty-Five, now let’s talk

about the progress milestones, marketing organization, and contingency plan. The progress

milestone will simply show you how Three-Sixty-Five will grow. This will basically show you

the progress throughout the months and years. You will see the months that will be down and the

months that you will see good revenue. Every business you will have your ups and downs,

especially for a start-up business. You will see how the business will operate in the marketing

department. You will see who will who will work with the Chief Marketing Officer and make

this business grow. Every business relies on its marketing organization to grow the company

because it is their job to “wow” their target market and gain market share. They have to read

their competition and make the right moves in the market to gain the market share they wish.

Finally you will see the contingency plan of Three-Sixty-Five. In this section you will how

Three-Sixty-Five will handle the difficulties, problems, and risks. Each business has to have a

contingency plan just in case things go wrong.

4.1 Progress Milestones

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Every business needs to have goals set that the business can reach in the near future. You

want to make sure you have goals set for each quarter and also goals set for the full year and next

year. In the upcoming graphs, you will see how Three-Sixty-Five projects itself per quarter and

also the goals for the next quarter and year.

In this graph, you will see how the quarterly results are according to the estimated unit

sales from section 2.3.

For the second year, Three-Sixty-Five hopes for at least a 10% increase for each quarter

which means they did their job with marketing and customer service to bring in more of their

target audience.

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Quarterly Results for Year 1

$0.00

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

Membe

rship

Fees

Walk-In

Fees

Facili

ty Renta

ls

Perso

nal T

raining

Mentor

ing

Couns

eling

Pro S

hop

Food

Bev

erages

Q4

Q3

Q2

Q1

Chief Marketing Officer

Vice President of Marketing

Marketing Coordinator

Marketing Associate

Social Media Marketer


As you can see, there is an increase in each section of the business. Three-Sixty-Five hopes for

10-15% increase in sales each year and hopefully down the road and even more increase around

20-25% once Three-Sixty-Five gets brand recognition.

4.2 Marketing Organization

Three-Sixty-Five depends on their marketing organization. Every business has a Chief

Marketing Officer and then employees who work underneath that person. Their main goal is to

“wow” the audience with their brand and services. They have to make sure they get their brand

out in the public eye and try to gain market share. They will research the market and also what

their competition is doing then attack the market with the ways that were presented in section

3.7. Here you will see the structure of the marketing organization.

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Quarterly Results for Year 2

$0.00

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

Q4Q3Q2Q1


As you can see in the diagram above, the Chief Marketing Office oversees everyone in

the marketing organization. Under that person is the Vice President of Marketing then the

Marketing Coordinator under the V.P. The Marketing Coordinator oversees the following

employees; marketing associate, social media marketer, public relations associate, and internet

marketing associate. These people are responsible for getting the brand out in the public and

gaining market share.

4.3 Contingency Planning

In this section, you will read about how Three-Sixty-Five is going to handle difficulties,

problems and risks that will come up while being a start-up company. The first problem Three-

Sixty-Five as a start-up company is the competition being ruthless to them. This means the

competition is going to do anything in their power to get you out of the market that you are

trying to get into. They will first start to lower their prices so your prices look expensive to the

audience compared to them. Three-Sixty-Five will keep their prices low like they plan, but with

their discounts and sales promotions, their prices are still unbeatable. Another risk is possibly the

fact that Three-Sixty-Five is putting so much money into their building and staff that their

audience might not react to their brand like they plan. To address this risk, they are simply hiring

their staff based on the amount of customers they get. When they get more and more market

share and customers, they will increase their staff to accommodate their customers. The worst

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problem that could happen is sales beginning to decline. This is a major problem to any company

and must be addressed as soon as possible. Three-Sixty-Five will simply review everything about

their business such as the professional instructors, customer service reps, and other staff

members to make sure they are being respectful, caring, and intelligent. After that, Three-Sixty-

Five will rework their pricing to make sure they will be able to make a reasonable profit even if

they have to drop their prices, but that is the last resort for any business.

5.0 Conclusion

In conclusion, you have read about every aspect of Three-Sixty-Five. You have read

about their market summary, SWOT Analysis, competition, service offered, keys to success,

critical issues, mission statement, marketing objectives, financial objectives, target markets,

positioning, pricing strategies, marketing attack strategy, marketing research, progress

milestones, marketing organization, and finally the contingency plan.

Throughout all of those sections that were stated above, the most important aspect of any

business is the marketing department. Three-Sixty-Five will put all of their focus in the

marketing program to make sure they can attack the market full steam ahead. Every start-up

business has to make sure they can attack the market and gain brand recognition. They must be

able to gain market share if they wish to make a difference.

The goal of Three-Sixty-Five is to make a difference in student athletes. This is by

developing their skills they need to become the player of their dreams, or by mentoring or

counseling them to make sure they can become the best individual they can be. The world is

losing way too many young adults to crimes because they are making bad mistakes. Three-Sixty-

Five is trying to eliminate those mistakes and turn those troubled young athletes into great

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individuals on and off the field and court. All in all, Three-Sixty-Five is here to stay. With their

facilities, professional staff, and marketing/customer service departments, nothing can beat what

Three-Sixty-Five can offer.

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References

(2014). Retrieved August 17, 2014, from GetResponse: https://secure.getresponse.com/pricing/en/

Moser, W. (2012, December 7). Arrests, Juvenile Detention, and High School Dropouts in Chicago. Retrieved July 17, 2014, from Chicagomag: http://www.chicagomag.com/Chicago-Magazine/The-312/December-2012/Arrests-Juvenile-Detention-and-High-School-Dropouts-in-Chicago/

Prosser, M. (2013, August 26). How Much Does Billboard Advertising Cost? Retrieved August 16, 2014, from FitSmallBusiness: http://fitsmallbusiness.com/how-much-does-billboard-advertising-cost/

Ryan, M. (2014). Summer 2014 Program. Retrieved July 17, 2014, from Fastball USA: http://fastballusa.com/summer2014program.html

State & Country QuickFacts. (2014, July 08). Retrieved August 17, 2014, from United Staes Census Bureau: http://quickfacts.census.gov/qfd/states/17/1714000.html

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