Skateboard Shop - Business Plan

Executive Summary

The Store's name is Ollie Pro Shop (OPS). Ollie is a skating move, and since the store specifically sells skateboards and in-line skates, this name is appropriate and many interested in the sport will be able to identify with the name. Also, the store's logo is of a skater performing this basic move. The ollie is the most basic jump in skating in which most other tricks are derived from.

The services and products that OPS are offering are low-end and high-end skate-board products and employ a very knowledgeable staff in these offerings. OPS will be located in Lakeland, Florida. OPS services a niche market and there are not many other shops that offer the selection OPS has in stock. Even if something needs to be ordered, it rarely takes more than two days to arrive because the distribution center for the state of Florida is located just 20 miles from the city. Also, unlike on-line stores, there is no delivery fee when a product is ordered from the store. OPS has a very knowledgeable staff who have skated for many years and can offer helpful advice to not only those just starting to skate but also to skating veterans. OPS is small in the sense that customers are taken care of on a one-to-one basis because every customer is important to the bottom line.

When it comes to the target market of Ollie Pro Shop, studies show that today's youths have a lot of discretionary spending power, which is something that can benefit OPS. OPS will also have a skate park attached to the back end of the store. Not only can a customer skate here but when their skates or skateboards break or need immediate repairs, they will come to the pro shop because it is connected to the skate park. OPS is the only skate shop in a 50 mile radius that has a skate park attached to the store. This represents a unique opportunity to capture this market in Lakeland.

There is only one other skate shop in Lakeland and it is near a dangerous traffic area. Because we plan on having a skate park attached to the store this is ideal for the safety of the children and young adult that will be here. Having the skate park indoors also enables OPS to be open in inclement weather. I believe that this will give us a particularly strong position in this market.

We will advertise by newspaper and direct mailers. Couple that with an informative website and OPS is poised be a market leader in its field.

Our estimation of initial startup costs for the first 12 months is $54,248. The projected earnings are conservatively estimated to be $333,800. This would give the project a net profit of $279,552.

TABLE OF CONTENTS

Exective Summary 1

Table of Contenets 3

Introduction 4

Strengths 4

Weaknesses 5

Threats................ 6

Opportunities.... 7

Market Strategy 7

Situational Analysis 8

Marketing Planning 11

Implementation and Control of the Marketing Plan............14

Quarter 1 14

Quarter 2 16

Market demographics 18

Price..... 20

Public Relations 23

Press Release... 24

Management Structure 26

Summary 28

Financial Analysis 30

First 12 Month Budget 30

Annual Revenue Projection 33

References 34

Introduction

The Store's name is Ollie Pro Shop (OPS). Ollie is a skating move, and since the store specifically sells skateboards and in-line skates, this name is appropriate and many interested in the sport will be able to identify with the name. Also, the store's logo is of a skater performing this basic move. The ollie is the most basic jump in skating in which most other tricks are derived from.

Ollie Pro Shop will be targeting a specific market with their advertising. The market that will be targeted is the Generation Y youths. With "over 70 million Generation Y youths, it is the largest since the Baby Boomer", so the market for a product that portrays the image of hip and cool is untapped. (Griffin, 20, 2002). Many extreme sports enthusiasts are the Generation Y kids so it works out conveniently that Ollie Pro Shop will target this market. Also, since there is a trend toward girls' involvement in extreme sports, Ollie Pro Shop will target the female market, as well. (Howard, 166, 2003).

Strengths

The strengths of OPS are that they offer low-end and high-end products and are very knowledgeable in these. OPS services a niche market and there are not many other shops that offer the selection OPS has in stock. Even if something needs to be ordered, it rarely takes more than two days to arrive because the distribution center for the state of Florida is located just 20 miles from the city. Also, unlike on-line stores, there is no delivery fee when a product is ordered from the store. OPS has a very knowledgeable staff who have skated for many years and can offer helpful advice to not only those just starting to skate but also to skating veterans. OPS is small in the sense that customers are taken care of on a one-to-one basis because every customer is important to the bottom line.

Another strength of OPS is that it has a skate park attached to the back end of the store. Not only can a customer skate here but when their skates or skateboards break or need immediate repairs, they will come to the pro shop because it is connected to the skate park. OPS is the only skate shop in a 50 mile radius that has a skate park attached to the store. This is a major strength for the store.

Weaknesses

One weakness is that consumers that are just beginning to skate may be intimidated by the pro status of Ollie Pro Shop store, and may decide

...