Pro Local Business Plan Oct. Business Plan

Length: 12 pages Sources: 1+ Subject: Sports Type: Business Plan Paper: #62839978 Related Topics: Sport Finance, Environmental Scan, Flat Tax, Merchandising
Excerpt from Business Plan :

5% and 2.35% over that period but opposite the trend of fluctuation in overall spending

The result is approximately $23.5 billion spend each year in the U.S. attending sporting events like the 82 games per year at the Boston Garden

Average U.S. households spent more attending sports events while incomes fell after 2007, and less as incomes increased since then

Households in the Northeast region including Boston spend higher on "apparel and services" and more or the same compared to all other regions and the national average for complementary local amenities "fees and admissions" (the Garden) and "food away from home" and "alcoholic beverages" (neighboring sports bar)

Bostonians spend higher than the region on entertainment and less on apparel and alcohol than the regional average, for the most recent years available, 2007-2008

Bruins season tickets are already sold out, which suggests weak 2010 economic fundamentals may take second place to hometown brand loyalty

Many of these Boston fans participate in amateur league hockey, and these sports fans constitute the second niche market ProLocal will cultivate after Garden patrons and the general public

VI. Marketing Plan

Customer Profile, Unique Market Niche and Differentiation Strategy

ProLocal's customer profile includes hockey fans; sports fans; tourists and visitors; sports bar patrons, Boston Garden event consumers; amateur hockey players and their fans and families, commuters and the general public. This diversity implies a consumer profile skewed toward younger male but also some female consumers who, if not hockey players or sports fans, know sports players / fans for whom to buy gifts and demonstrate hometown pride. A 2009 ESPN study found television sports viewers tended toward males from adolescence through senior age in varying intensity at different stages in their lives (Mulhern, 2009). Women participate in sports before the age of eighteen, ESPN found (Mulhern, 2009), but that falls off sharply during their twenties, only to increase later as they consume sports with family. This suggests refining the target market towards parents and youth of both genders, older consumers of both genders, and adult males via professional, college and amateur sports will provide higher per-dollar return, and also suggests marketing to youth leagues, schools and college sports may deliver effective exposure to amateur sports participants, their parents and families.

Celtics and Bruins fans can park within the Garden itself and also reach the game by public transit located inside the facility, but many of the potential 17,500 hockey fans who attend Bruins matches or the 18,500 or so Celtics fans the Garden can possibly hold (Delaware North Companies, Inc., 2011), must approach the stadium from the street, and these consumers will see the storefront and merchandise cart. Between these games the Garden holds more than twice as many events, for a claimed annual attendance of some 3.5 million. Bruins season tickets are already sold out (National Hockey League, 2011), and these repeat consumers provide our core market as they grow familiar with our presence before and after their favorite events.

On top of these millions of potential consumers, the downtown itself draws tourists from the surrounding region and rest of the world. The Downtown Boston Business Improvement District claims 230,000 pedestrians pass through ProLocal's neighborhood every day (Downtown Boston BID Corporation, n.d.). These pedestrians will provide a stream of marketing targets with our cart on the sidewalk during busy periods, especially if promotion can be bundled with other amenities like the Four's Grille.

Promotional Strategy and Evaluation

Promotions will target active sports consumers at Garden events; during amateur league play; at the neighboring sports bar, and throughout the year as events allow. Our most valuable promotion will be word of mouth and relationship building with sports players, their fans and families. Advertising will be geared more toward these specific demographics, through coupons and incentives hopefully developed bundling our merchandise with other complements like eating and drinking at the bars, amateur league play, and at events. All our promotions will take forms we can quantify whenever possible, such as coupons or "tell them that you heard it at the game" type discounting, so we can measure and improve targeted marketing.

VII. Financial Plan

Key Points and Capital Requirements

Initial capital requirements will be minimal, with...


Real results will either be significantly better, or the results will not justify continued operations

Narrative Assumptions for Financial Statements

The pro-formas attached in Appendix I are based on specific assumptions derived from the industry reports and Federal Reserve predictions described above, that a recent surge in retail construction in Boston (Boston Redevelopment Authority 17) combined with unemployment and lukewarm inflation, will keep Boston rent and wage growth low or flat (Downtown Boston Business Improvement District, 2011); that consumers will become increasingly risk- and price-averse (Yahoo! Finance, 2011); that taxation, licensing and permitting fees will remain constant absent any indication of change in the short-term; that professional sports will increase brand market share in this intense competition because of high brand awareness and loyalty; and that no major weather or social disruption will introduce positive commodities price shocks.

Risk Analysis

Disruptions in regular play like this year's NBA management-labor dispute have cost local retail and hospitality millions, and the loss of even one star player can ripple through local economies (Withers, 2011). Major producers and retailers like NIKE, Rebok, Finish Line and Dick's Sporting Goods are diversifying product to mitigate such loss from contracts with NBA stars and revenue from this important seasonal economic shortfall (Platt, 2011), and this is the approach ProLocal will take to player loss or seasonal volatility at the Boston Garden.


• Placement in prominent location between major consumer draw and local neighborhood draws • National champion NHL and prominent NBA franchise draws with some of the highest brand awareness / loyalty in global retail; branding achieved at little cost to retailer

• Access to numerous and diverse local amateur sports leagues, players and consumers

• Access to stable general consumer draws at transit center, parking and local businesses

• Ability to diversify product mix against volatility


• Volatility in professional sports performance and seasonality

• Seasonality in amateur sport leagues

• Weak consumer income and purchasing power from low employment and potential inflation in less discretionary consumption especially food and energy markets

• Prices dependent on volatile, inflation-prone agricultural inputs

• Established local competition in more traditional sports retail


• Diverse events at Boston Garden throughout year

• Seasonality drives regular and constant change in consumer apparel demand

• Partner with nationally prominent neighborhood sports bar for promotion synergies

• First year of operations will allow tailoring open hours to minimize variable cost

• Internet sales can help recoup salvage cost for low-turnover inventory in the face of volatile consumer preference; league disputes and seasonality; player / team performance; weather seasonality, etc.


• NBA-Lockout-type league disputes

• Team / player performance

• Direct competition with producers on location

• Macroeconomic recession

• Input price inflation

• Consumer nondiscretionary cost inflation

• Sole proprietor competing against diversified chains enjoying economies of scale, scope

Contingency Plan for SWOT Threats and Weaknesses

ProLocal will keep inventory low to diversify around volatility and seasonality in professional and amateur sports and consumer demand. ProLocal will keep prices and markups lower than competition where possible in order to generate sustainable market penetration at the potential cost of immediate direct revenue. ProLocal will specialize around and away from 'Big Box' retail toward relationship-building with individual consumers where they live, play and work, by partnering with neighboring merchants and achieving placement sponsoring amateurs. ProLocal will deploy new locations across sports and team availability to achieve economies of scale and reduction of risk through diversification, starting first with other NHL hockey teams, which will likely share stadiums with professional sports in different leagues, and then across local events as…

Sources Used in Documents:


Boston Redevelopment Authority. The Boston Economy in 2010. Boston: Boston

Redevelopment Authority Research Division, 2011. 8 Oct. 2011 <>

Commonwealth of Massachusetts. "Sales and Use Tax." Department of Revenue,

2011. 8 Oct. 2011 <>

Cite this Document:

"Pro Local Business Plan Oct " (2011, October 17) Retrieved June 25, 2021, from

"Pro Local Business Plan Oct " 17 October 2011. Web.25 June. 2021. <>

"Pro Local Business Plan Oct ", 17 October 2011, Accessed.25 June. 2021,

Related Documents
Promera Inc. - Business Expansion
Words: 5753 Length: 22 Pages Topic: Business Paper #: 71933821

The original farm was a seasonal operation with periods of no production in the winter months. The ability to dry and produce value-added products will allow the business to smooth its income and realize revenue all year round. The new production facility will change the nature of the business from seasonal to year-round. The business will be able to stockpile product during the busy season and sell it on a

Relocating an Existing Business
Words: 4790 Length: 15 Pages Topic: Business Paper #: 31227296

Relocating and Existing Business Business Relocation Literature Review: Ronnie's Place Convenience Store Four Oaks, NC One of the most integral parts of successful business transitions of any kind is associated with proper and seemingly exhaustive research. A literature review of the particular issues associated with any business trend or transition can serve any business owner no matter how small their scope. Though it is important to understand the local and regional aspects

Marketing Plan: The New IPad
Words: 2838 Length: 11 Pages Topic: Business Paper #: 75390594

It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big

Marshall Plan and the Post
Words: 6775 Length: 20 Pages Topic: Drama - World Paper #: 17805296

Thus, paramount American interests were to be presented as being really the interests of the Europeans themselves. It would be a situation wherein America was simply helping along people who were, at present, unable to adequately help themselves. The concept had much in common with the goals of many charity or self-help organizations - people grow and are transformed by learning to help themselves. They are given assistance so as

Christian Values and Business Management
Words: 27724 Length: 75 Pages Topic: Agriculture Paper #: 77391599

Christian Biotechnology: Not a Contradiction in Terms Presented with the idea of "Bioethics" most people in the scientific community today immediately get the impression of repressive, Luddite forces wishing to stifle research and advancement in the name of morality and God. Unfortunately, this stereotype too often holds true. If one looks over the many independent sites on the Internet regarding bioethics, reads popular magazines and publications, or browses library shelves for

Nerd Patrol Similar to Geek Squad
Words: 2626 Length: 10 Pages Topic: Business Paper #: 49881543

business plan for a software company, Nerd Patrol. It contains an analysis of the company's ownership, business operations, and organizational structure, projects its revenues and costs of operations for the short run, and presents some important marketing strategies for the success of its business in the IT industry. Introduction and Brief Description of the Venture This paper presents a business plan for a new software company, Nerd Patrol that provides a