HALIFAX HATCHETS

MINI-PLAN AND SYNOPSIS• Winter is an event in Halifax

• Cold year round temperatures foster many events around the city• tobogganing, skiing, ice skating, but little hockey teams

• Boost revenue and tourism for the city, area and country• sell merchandise during games and create a fan base

• Nova Scotia is the birthplace of Hockey• there is no professional hockey team with the National Hockey

League• Halifax houses the Scotiabank Centre• the largest indoor arena in Atlantic Canada

WHY HALIFAX?• Halifax’s population is not only Canadian, it has a diverse population• A study done by 680News in Toronto shows that 83% of the Canadian

population watches hockey every week• The majority of the population is between the ages of 15 and 60,

which according to the NHL, is the range of ages that attend the sporting event

• Halifax is the most populous city in Nova Scotia with approximately 270,000 families in 2011

• We will use the many families and companies in Halifax to our advantage

COMPANY GOALS• Hold a draft for college players, junior players, and

current players in the NHL• Admittance in the NHL• Hold Games at Scotiabank Centre• Top 10 in the NHL by 2020• Win a Stanley Cup by 2026• Have a value of at least 2 billion by 2020• Have 3 Stanley Cups by 2036

ECONOMIC, SOCIAL, LEGAL, AND TECHNOLOGICAL TRENDS

●Halifax’s population is 37.6% Canadian. A study done by 680News in Toronto shows that 83% of Canadians watch hockey every week. That being, approximately 80% of the population would be interested in our hockey team. ●Also, the majority of the population is between the ages of 15 and 60, which according to the NHL, is the range of ages that attend the sporting event. Halifax is the most populous city in Nova Scotia with approximately 270,000 families in 2011. As our team is founded and gets recognition from our community we can use the logo to attract the community to our facilities. We will use our power to advertise ourselves at parks, vision centers and doctor’s office to appeal to the youth.● We will use our brand to help the youth get up and be active and seek help for any problems they have. As our team is founded and gets recognition from our community we can use the logo to attract the community to our facilities. We will use our brand to help the youth get up and be active and seek help for any problems they have.

DESCRIPTION OF CUSTOMERS AND THEIR NEEDS• Hockey originated in Canada and Nova Scotia

• extensive fan base surrounding • sport is appealing to the native, white men • attracts the entire population of Halifax

• Halifax is family orientated• entire family can enjoy and have fun at the same time

• Targeting a child’s appeal• vendors will sell toys, caps, cartoon-themed t-shirts, candy, sodas, and popcorn with the

Halifax Hatchet’s logo• persuasive power of spending their parent’s money• As more and more profit is made, we will continue to implement stroller areas, family

restrooms, handicapped areas, and merchandise to provide comfortable family experience for all our customers

DESCRIPTION OF PRICING STRATEGY● Fundings begin with city wide donations to support the new

franchise● sponsorships will bring in a quantitative amount of funds● Azerbaijan investors seeking to expand to hockey will invest

greatly in the team● provide a championship is one within the first 7 years.

● Promotions and company logos account for a large portion of funds● spending will be focused on several areas: advertising the new

team, building a new rink, contracts for players, equipment for the players, and merchandise to sell

DESCRIPTION OF PRICING STRATEGY● Based on hockey prices for NHL teams on Ticketmaster, the average price

for games are approximately $40● Since we are a starting team, we will make tickets $20 and up based on

seating● Estimating that we have a full house for each game, we can make

about $440,000 for every home game ● If we have a total of 10 home games, that’s over $4 million dollars in

sales not including merchandise and food profits● It will cost about $4 million a season to keep operations running, which

is why we will break even the first season

PROFIT● In our first season we will break even in terms of profit● We will have to support the jobs to run a successful franchise like

therapist, masseuse and etc● We will sell merchandise like foam hatchets, and have concession

stands with child-friendly foods, such as popcorn and sodas, to raise enough money to break even

● We will include exclusive premium clubs for discounts and other offers for a season● cost $200 and include season tickets with VIP suites for a choice

of 3 games

COMPETITION• Halifax Mooseheads

• part of both the Quebec Major Junior Hockey League (QMJHL) and the Canadian Hockey League (CHL)

• 2013 MasterCard Memorial Champions• Appeared in President’s Cup Finals in 2013• Established Fan Base and Market

• Toronto Maple Leafs• one of the six original NHL members in 1917• 13 Stanley Cup Wins and 5 divisional championship titles• Most valuable NHL franchise with a value worth $1.3 billion in US currency

• Montreal Canadiens • the longest professionally operating hockey team world wide• most Stanley Cup wins of any NHL team with 24

MARKETING MIX● Halifax is driven by economic success

● The many businesses corporated there could sponsor us with the incentive of having a hometown hockey team with potential success

● With the revenue we make with food and merchandise, we will expand our advertising through billboards, commercials, and other forms of advertising through magazines and newspapers

● host our games at the Scotia Metro Center● Advertising the Halifax Hatchets

● through social media ● business corporates in the area like Azerbaijani will help sponsor

and promote ● by using our logo for corporate events and other ways of

advertising

HUMAN RESOURCE REQUIREMENTS● Owner: Owns the team and oversees all aspects of the company● President: Appoints the people to make the team keep operating

flawlessly● Vice president: Checks over the appointed people that the president

has chosen to run the team● Manager: Coaches the team, and implicates strategies to win

games and has his own staff to help him run his organization● Trainers Help heal players while injured and provide aid to all of the

teams necessities

HUMAN RESOURCE REQUIREMENTS● Marketing manager- Leads the marketing aspect of the business to expose

the clubs to everybody and sets dates and places where the can advertise the team to all of its supporters

● Market Researchers- They are part of the marketing team because they find out where is the best place to market the team, and give their feedback to the market team to apply their information to the real world

● Public Relations- These are the legal people that help get the team out to the public. like press releases, social networking of the players and all out connection from the team to its fans

● Creative Services- Companies that are contacted to by the team to create appealing poster or images for the marketing to use and market their product to gain new fans and attention

MARKETING TIMELINEsubmit and appease applications to to the PBA for the creation of the Halifax Hatchets

begin holding open tryouts for any males interested in joining team and hold interviews for future workers for the team

all interviews and applications will be reviewed thoroughly and all final decisions will be made

● advertise heavily on toys and specifically target children

● public relations personnel will contact Azerbaijani airlines and other local companies for sponsorships.

training and fundamental camps begin for selected members

begin holding public scrimmages and practices at the Scotiabank Centre

compete in our first official NHL season

outrun the local competing hockey teams

win the Stanley Cup and have a net worth of 2 billion dollars

social team will begining spreading the word and creating a large fan base

MEASURING SUCCESSBy completing our goals and winning a Stanley Cup by 2026, our marketing plan will

be a success