Strategic Analysis with current research! The Sporting Goods Store, Inc.
The company is made up of professional athletes that have come together to form a high-quality brand that represents independence and accomplishment among the action sports community. The company is headquartered in Carlsbad, California, the mecca of action sports.
The company is equally owned by its four founding partners. Tees, polos, walkshorts, boardshorts, and hoodies are just a few of the product lines that the company offers.
As the company is in its infancy, a primary target market of the Southern California region has been selected to debut the product lines. This system provides more capacity, while decreasing production costs.
A strong online presence, through online communities and advertising, will be utilized to drive a grassroots marketing campaign, helping to lower costs. The founders, all professional athletes, have large fan bases that will be immediately drawn to our new apparel lines.
Additionally, the management team has developed strong alliances with several key people in the industry that will assist in the marketing, manufacturing and distribution of the products.
Each founder comes from a different athletic discipline and will have a key role within the company. Their backgrounds and experience in this industry will allow for the company to quickly launch and build a well-recognized brand.
Founder investments, as well as outside equity investments, will help the company maintain cash reserves, while helping the company grow at a rapid rate. These funds will be used to cover inventory, staffing, rent, production costs and general operating expenses.
The idea for the company stems from a group of professional athletes who are active in the surf, skate, snow and motocross industries.
These industries have grown tremendously in recent years, and the target market has an affinity for clothing designed by and for fellow active lifestyle athletes.
An additional equity percentage of the company has been set aside for new investors. They have had experience designing products in the past, while working with other endorsement companies. The 5, square foot facility provides enough room for shipping and receiving, as well as administrative office space.
The facility can be expanded an additional 10, square feet at any time to accommodate growth of the company. Other assets include computers, office furniture and equipment. Hats and beanies will also be available. Additionally, various accessories, such as wallets, socks, underwear and stickers will be offered.
Apparel will be produced using only natural and organic materials in sweatshop-free facilities. Unique designs that appeal to the demographic will be integrated into each product. Our products have the highest quality standards in mind. The direct competitors are large corporations, such as Hurley, Volcom, Billabong, Fox and Quiksilver.
All of these competitors have grown very large and are no longer solely targeting the active lifestyle market. Division Ninety9 will carve a niche by specifically targeting the active lifestyle market. Indirect competition is varied and includes clothing manufacturers of all types.
We do not see these competitors as much of a threat, as our market segment values brand loyalty and prefers brands that are not mainstream. Only the biggest apparel brands have rosters comparable to ours. Our design team is also world-class.
We have formed a partnership with American Apparel, which is a major supplier for organic, fitted apparel. Startups in this industry rarely have the strengths and capabilities to match ours. In addition to product manufacturing, a website is under development, which will further increase product awareness.
In Year 2, a retail shop is planned in Carlsbad, California. The demographics of this initial segment are typically aged 16 — 30 males and females that have grown up near urban areas, specifically near the West Coast. These customers are active in skateboarding, snowboarding, surfing, motocross, and other extreme sports or they closely relate to those that do participate in this lifestyle.
This segment frequently shops at specialty stores located in mall areas, and can easily be reached through the internet, as well as through various events and magazines.Why Your Ecommerce Store Needs a Business Plan (and How to Write One).
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