BMGT 411By Sophie Haines
S.W.O.T. Analysis
Strengths:
- Unique idea with few competitors
- Gained a lot of members quickly at first
- Athlete Trax is free!
- People want to see small companies succeed
- Lots of potential for growth
- Received a lot of press
S.W.O.T. Analysis
Weaknesses
- Not good at using online marketing
- Impossible to share all of the features in one
advertisement
- The name is confusing because of the dash
S.W.O.T. Analysis
Opportunities
- Social Media
- Colleges in the Pittsburgh area
- Use your “small company” feel
- Show that the site is easy to use
S.W.O.T. Analysis
Threats
- Older generation is hesitant of new technology
- Teamer.net, teamsnap.com, Blue Sombraro, Bluefields
- Not a huge budget
Customer Relationships
Customers want to be valued by the company!
- Customers believe what other people say
- Strive for long term relationships
- Customers are loyal to companies they love
How?
1. Check up on customers through email blasts at the end
of a season or big championship.
2. Before the start of new season, remind them to start
planning!
3. Develop a point system on the website to earn prizes.
4. Use more customer testimonials!!!
Target Market Fast Facts
College club sports (age 18-
23)
Youth sports (age 6-14)
Sanctioned Youth sports
(age 14-18)
FOCUS ON
PENNSYLVANIA!
19 Colleges/Universities
within 3 hours of Pittsburgh
PITT- 31 club sports teams
87 elementary schools in
the Pittsburgh area
17 High schools in the
Pittsburgh area
Pennsylvania Demographic
Approx. 3,257,319 people ages 5-24
Approx. 864,494 people over 18 enrolled in
college/graduate school
93.70%98.30%96.50%79.60%
42%
0.00%20.00%40.00%60.00%80.00%
100.00%120.00%
Ages5-9
Ages10-14
Ages15-17
Ages18-19
Ages20-24
Percent enrolled in school
How to reach them?
Must attend club fairs at universities
Contact athletic offices to send out email blasts
Research high school club sports and reach out to them
Attend club sport tournaments
FIND TEAMS ON SOCIAL MEDIA AND INTERACT WITH
THEM!
ALL OF THIS IS MARKETING THAT ONLY COSTS TIME AND
VERY LITTLE MONEY!
What the Competition is Doing
Better:
Use of Social Media
TeamSnap tweets links multiple times every day
52,700+ people “Like” TeamSnap
Partnerships with big brands
Blue Sombrero is partnered with Dick’s Sporting Goods
Paying for Google AdWords
“Sports team management site”
“Club sport management”
Positioning Statement:
“For the busy sports team leader,
AthleteTrax is the sports
management software that
delivers help in organizing
practices, communicating with
players, and even aiding in
fundraising campaigns.”
Recommendations
- Standardize the company name, with or without the
dash
- Create a video of testimonials from real customers to
share on social media and the main website
- Get reviewed by big name
- Site Jabber or Club association websites
- Use point incentive program on the site to get more
“likes” and followers
- Use Google AdWords and Twitter Promoted Tweets
Google AdWords and Twitter
Promoted Tweets
-If you are not on Google’s first page you are not seen.
-Pay for phrases such as:
Sports Management
Club sports management
Sports management software
- Promotes your tweets to non-followers based on their interests and followers
- Program is auction Based
- Only charged if the person interacts with your tweet
- Can target by gender, location, and what they tweet about
- You can set weekly, daily, or monthly caps
Overall Budget-Until you reach your goal, spend about 10-15% of your revenue
on marketing and developing more AdWords and promoted
tweets. Once you reach the goal of 1,900 teams, lower this
promoting cost to about 5-10%.
Sources
American Community Survey
City-Data.com
University of Pittsburgh Student Affairs
Pittsburgh.about.com
Questions?
Top Related