The Skate Zone

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Inline Hockey Service Business Plan

Strategy and Implementation Summary

The Skate Zone plans to promote and facilitate one of this country's fastest growing sport leagues, Roller Hockey. The intended market is individuals who desire to participate in a fast action, high intensity game of team players with determination to dominate and control the athletic field with sticks and a puck. Markets include children and young adults from the ages 8 to 18 years old. One of the prime objectives the company intends to project is a family environment with player's parents, siblings, aunts, uncles, and grandparents alike contributing to the market as a whole. Other target markets include adults, ages 19 to 55 years old, for a competitive recreation activity.

Sales Forecast
Year 1 Year 2 Year 3
Registration Fees $76,500 $100,000 $150,000
Skate Rentals $22,300 $50,000 $75,000
Concessions $71,500 $100,000 $150,000
Pro Shop $5,500 $15,000 $25,000
Special Functions $5,700 $6,500 $10,000
Total Sales $181,500 $271,500 $410,000
Direct Cost of Sales Year 1 Year 2 Year 3
Registration Fees $0 $0 $0
Skate Rentals $0 $0 $0
Concessions $35,750 $50,000 $75,000
Pro Shop $2,750 $7,500 $12,500
Special Functions $0 $0 $0
Subtotal Direct Cost of Sales $38,500 $57,500 $87,500

Marketing Communications

The Skate Zone plans to be the first amateur inline hockey facility in Miami, Florida. Due to the overwhelming growth of inline hockey throughout the United States, the company's promotional plans are open to various media and a range of marketing communications. The following is a list of those available presently.

Public relations. Press releases are issued to both technical trade journals and major business publications such as USAHockey Inline, INLINE the skate magazine, PowerPlay, and others.

Tournaments. The Skate Zone will represent its services at championship tournaments that are held annually across the United States.

Print advertising and article publishing. The company's print advertising program includes advertisements in The Yellow Pages, Miami Express News, The Skate Zone Mailing, school flyers, and inline hockey trade magazines.

Internet. The Skate Zone currently has a website and has received several inquiries from it. Plans are underway to upgrade it to a more professional and effective site.  In the future, this is expected to be one of the company's primary marketing channels.

Distribution Strategy

At The Skate Zone, the sales process is different for each of the company's three areas: League fees, concessions, and its future enterprise, the Pro Shop. Sales processes are described below.

League fees. Sales are made by a person's payment to participate in a planned program (hockey) of games and practices within a certain amount of time allotted. The sales process involves several steps that include 1) completion and acceptance of an application form, 2) yearly membership fees, and 3) season league fees. This approach is used because of The Skate Zone's  legal and liability requirements to protect and guarantee safety in all areas. This will also assist in proper documentation on all individuals participating. This process takes 30 minutes from receiving form to payment and adding individual to the company database. Before the season begins, each person will be categorized, placed on a team, and contacted for verification.

Concessions. Sales are made by a person purchasing products from the snack bar facility. Individuals will have a variety of choices to buy with the ability to sit and enjoy their food or drink while watching the game being played.

Pro Hockey Shop. This is a future enterprise that The Skate Zone will be developing within a year of its first day of operation. Sales are made by patrons purchasing products that will be available in the store. Products offered will include hockey equipment, hockey memorabilia, and other mementos.

Pricing Strategy

The company sets pricing based on market and competitive rates. League fees will be a set charge for each season of play. The exception will be for the yearly membership fee every player, coach, and referee will render for insurance purpose. Concessions and the future Pro Shop prices will be subject to taxes and rate increases from each respective business or enterprise associated with The Skate Zone. The table below provides the company's pricing structure.

Product/Service Price Range
Fee: Membership $10
Fee: League $60
Concessions $.50-$5
Accessories $.50-$250
Rental (Arena) $300-$500/day