Gastronome Gander's Gatherings
Market Analysis Summary
Gourmandeville’s population is 687,708 and the surrounding area (the South Downes) has 631,985 people. The city of Gourmandeville has recently been rated as the number one singles city in the nation by Fibbes Magazine. In addition, Gourmandeville has a high number of restaurants per capita as well as wineries, and a culinary school. Approximately 61 percent of the population is between the ages of 25 and 60. Annual household incomes indicate that 70 percent are above $35,000. Moreover, 31.1 percent (or 410,424 people) fall into occupational categories of professional/technical or proprietor/managerial.
Within the South Downes population, approximately 55 percent are single, 40 percent are between the ages of 25 and 60, and 50 percent have incomes greater than $35,000. Thus, the population of interest to Gastronome Gander’s Gatherings is 69,518.
Washbourne, has a population of 1,144,646. Of these approximately 52 percent are single and 40 percent are within the ages of 25 – 60; for a population of 238,086. About 50 percent have incomes greater than $35,000; thus the population of interest to the company is 119,043.
Members from other Gastronome Gander’s Gatherings groups have noted that one reason they belong is the social aspect being offered without the match-making pressure. In addition, they note the respect for privacy by only using first names and not releasing any personal data.
4.1 Market Segmentation
The market for Gastronome Gander’s Gatherings is single adults in their late twenties to late fifties. These singles should be of above average income and generally they have some college education or degrees. We aim our events at people who have disposable income and enjoy spending that money on their entertainment.
While we have indirect competition with other singles groups, we believe that their focus tends to be on match-making/dating or they have a specific focus such as religion or nature (e.g., Sierra Club’s singles group).
The market analysis table was derived by finding the populations for each area (Census data) then determining the percentage that are single. Next, based on the census data an estimate of the number that are in the appropriate age bracket a figure was calculated. Lastly, an estimate of income was performed to derived the final figure. For example, in Gourmandeville the total population is 687,708, where approximately 61 percent are single or 419,502. Of these approximately 45 percent are between ages 25 and 60, or 188,776. Lastly, 70 percent have an income greater than $35,000 for a total of 132,143 people.
(Growth rates were estimated from individual city data.)
|Year 1||Year 2||Year 3||Year 4||Year 5|
|Single population in Gourmandeville & income >$35K||3%||132,143||136,107||140,190||144,396||148,728||3.00%|
|Singles population in South Downes & income >$35K||4%||69,518||72,299||75,191||78,199||81,327||4.00%|
|Single population in Washbourne & income >$35K||2%||119,043||121,424||123,852||126,329||128,856||2.00%|
4.2 Target Market Segment Strategy
Recognizing that our market groups (Gourmandeville, South Downes, and Washbourne) are distinct, the company will adopt different strategies for reaching each. While all three groups like outdoor activities there are area differences.
Known for its casual and playful nature, Gourmandeville is the playground of our area. Situated at the center of the region, it stands as the gateway to the South Downes and the Thirty Lakes district. As the state capital and home to the University, the city supports a politically charged and culturally rich environment. Gourmandeville is hip, trendy, and high-tech. A large creative population—primarily musicians and artists—enhance its eclectic nature. Thus, our market philosophy realizes that people in Gourmandeville tend to be very casual in their leisure time activities and like new/trendy events.
Washbourne is the ninth largest city in the nation; the city has retained its sense of history and tradition. Sounds and flavors of Native Americans, Old Mexico, Germans, the Wild West, African-Americans, and the Deep South mingle and merge here. Close to eight million visitors a year delight in the discovery of Washbourne’s charms. People in the Washbourne area are surrounded by history, tourism events, places, and visiting people. Moreover, Washbourne’s major industries are aerospace, bioscience/health care, hospitality, information technology and the military. Washbourne tends to reflect more conservative ideals than Gourmandeville. With professional sports teams in Washbourne, there is added competition for leisure dollars.
The South Downes can be described as numerous smaller towns (45 cities) and a large land area (14,000 square miles). There are numerous rivers and lakes within the hills west of Gourmandeville and north west of Washbourne. The people here love the outdoors and tend to be conservative. This population is casual in their dress and tend to travel less than Gourmandevillers.
(Source: Chambers of Commerce for each area)
4.3 Service Business Analysis
While many singles groups or matchmaking concerns have grown in the past few years, especially with the advent of the Internet, many singles do not want the pressure of matchmaking at each social event. For a multitude of reasons, there is the common thought that single people in our membership’s age range (late twenties to late fifties) should not have a problem meeting people. However, after college meeting other singles can become more difficult, and for people who were married, many have lost contact with other singles (or their single friends have married). Therefore, the concept of meeting other singles at a strictly social function can be appealing. In addition, for those singles who do not wish to enter into long-term relationships (e.g., marriage) this type of event can provide the social interaction they are looking for.
On a broader note, the City of Gourmandeville is well known for supporting the local businesses over national chains. In the city’s marketing and advertising this theme comes across. While not a major factor in business success, this limited type of promotion can be helpful.
4.3.1 Competition and Buying Patterns
On the Internet, various websites can be found promoting singles groups, such as Gourmandeville Singles: http://www.singlesonthego.com/gourmandeville/ and http://gourmandeville.about.com/cs/singles/. These websites provide listings for numerous singles groups. These include Toastmaster, Gourmandeville Jaycees, singles sports groups (e.g., running, skiing, biking, sailing, golf , though not all sports groups are not strictly for singles), religous groups (Catholic, Christian, Jewish), dance groups, speed dating, travel group, single parents, and singles over 50.
Gourmandeville Midlife Singles: A club for the 40 to 60 years old crowd. As noted on their website: ‘This club is for single, decent, middle-class Americans of all ethnic groups between the ages of 40 and 60 who want to meet other singles of same age within a social environment for socializing, dating, friendships, but especially for people looking for meaningful long-term relationships.’ http://gourmandville.about.com/gi/dynamic/offsite.htm?site=http%3A%2F%2Fwww.gourmandevillemidlifesingles.com%2F
Metrodate (http://www.metrodate.com/gourmandeville/) Gourmandeville Solosingles (http://www.solosingles.com/singlesgourmandeville/go.htm) Gourmandeville singles/Gourmandeville swingers (http://www.nasingles.com/rg/gourmandeville-singles.htm) and others are Internet dating services.
While most seem geared to matchmaking, some are more social such as the Gourmandeville Sierra Singles (http://sierraclub.org/gourmandeville/singles.html).
Most singles groups are aimed at dating/matchmaking. The few that are not, tend to be quite specific in their interest (e.g., sports, religion, nature). Thus, there does not appear to be any specific direct competition with Gastronome Gander’s Gatherings. However, this lack of direct competition does not mean that we do not have other groups to worry about for leisure dollars. We must market our group for its specific differences to attract people who:
- Are tired of the dating pressures.
- Just want to socialize.
- May not be interested in marriage.
Note that ‘Gourmandeville Singles’ is an escort service. We do not consider this type of company to be our competition.