Indoor Soccer Facility Business Plan

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Strategy and Implementation Summary

Dribbling Indoor Soccer will aggressively pursue membership and team registration by discounting both the membership fee and the team fee.   

  • Membership Fee: Dribbling Indoor Soccer will offer a 25% discount on membership fees for the first six months.   
  • Team Fee: The team fee will be reduced by $100 if the team registers before the early sign-up deadline.   

In addition, we will sell the facility rental potential to local schools, churches, and civic organizations.   

5.1 Marketing Strategy

Marketing programs
The marketing strategy for Dribbling will differ throughout the year, depending upon demand for the facility.  During the winter, when the weather is bad, and most leagues play indoors we will have to do very few marketing or advertising campaigns.  During the summer however we must make sure that the center retains top of mind share with local recreational soccer players, and parents looking for activities for their children during school holidays.   

Marketing programs during the summer will consist of:

  • Discounts: e.g. rent for one hour, get the second hour free.   
  • Advertise in the sports section of the local paper.   
  • Post fliers at other sports and recreation facilities.   

Pricing
All league participants are required to become members of Dribbling Indoor Soccer.  The annual fee for individuals is $40.  Team registration per season is $700.   

Teams can also purchase clinics.  A 1/2 day clinic, that can include up to 15 people will cost $400.  Children's clinics/camps will be priced at $80 for five half day sessions.   

The fields will be available for rent on an hourly basis to members.  Rental of a field will cost $55 per hour during the day and $65 per hour during the evenings and weekends.   

5.2 Sales Strategy

Dribbling Indoor Soccer will sell the indoor facility to the current outdoor soccer teams.  We will operate a booth at the city's soccer fields on the weekends for the two months before Dribbling opens.  In addition, we will call the team captains and coaches directly and sell the quality and convenience of the facility.  Dribbling Indoor Soccer will offer membership rates for field rental to these teams to get them in the facility.  Spring is notorious for poor field conditions prior to the beginning of the soccer season.   

During the first two weekends in April, Dribbling Indoor Soccer will offer free indoor soccer clinics for children and adults.   

5.2.1 Sales Forecast

The following is the sales forecast for the next three years.  The clinics, cafe, and the soccer shop will have direct cost of sales.  The clinics will be hiring the coaches to lead the clinics.  The soccer shop's direct cost will be the wholesale price of the shop's inventory.   

Dribbling Indoor Soccer will make a strong push to expand league play in the summer.  The summer is usually softball and baseball season and only competitive soccer teams play during the summer months.  These competitive teams represent only 10% of young soccer players.  The outdoor adults soccer leagues also don't operate during the summer months, leaving a large number of recreational soccer players with opportunity to play.   

The only slow period for sales will be in November and December.  Though league sessions end in mid-November, December has proven to be a poor month to begin a new league session.   

Sales Forecast
Year 1 Year 2 Year 3
Sales
Memberships $42,000 $65,000 $78,000
Leagues $185,000 $190,000 $210,000
Rentals $43,000 $55,000 $67,000
Clinics $38,000 $48,000 $58,000
Soccer Shop $49,000 $54,000 $59,000
Cafe $48,000 $54,000 $60,000
Total Sales $405,000 $466,000 $532,000
Direct Cost of Sales Year 1 Year 2 Year 3
Memberships $0 $0 $0
Leagues $0 $0 $0
Rentals $0 $0 $0
Clinics $20,500 $21,000 $24,000
Soccer Shop $18,500 $21,000 $23,000
Cafe $12,000 $14,000 $16,000
Subtotal Direct Cost of Sales $51,000 $56,000 $63,000