Table of ContentsExecutive SummaryGoalsKeys to SuccessServicesMarket Analysis SummaryTarget Market Segment StrategySome of the ways Premiere Courts will bring people into the facility include:Service Business AnalysisCompetition and Purchasing ModelsStrategy Summary and ImplementationCompetitive EdgeExecutive Summary Premiere Courts will be a full-service multi-sports complex located along Greensprings Highway in Birmingham, Alabama. There are currently no other sports facilities like this in the entire Birmingham area. This plan will be used to define the scope of our services, as well as a means to obtain the investment necessary to open the facility. It will also be used on an ongoing basis in evaluating the mission, goals and objectives of The Premiere Courts. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The keys to success for The Premiere Courts are our ability to market effectively, creating an unmatched “cool” atmosphere that people would want to be in, and hiring qualified/certified and knowledgeable staff to help us manage our programs and championships. The sports and fitness club industry is a booming business that, according to research, brought in over $10.6 billion last year and is expected to continue its current trend. The Premiere Courts conservatively expects net income of more than $65,000 in its first year of operation, which will increase to more than $280,000 by the end of the third year. Objectives The main objectives of The Premiere Courts are as follows: Sell 750 season tickets in the first year, 1,000 by the end of the second year and 1,500 by the end of the third year. Organize and develop various sports leagues and make an effort to fill them to their maximum capacity (i.e. six different sports leagues taking place twice a year with 12-16 teams per league). Sponsor and support community events in our first year of business. Show a decent return to investors in the first year of operation. Keys to Success The keys to success for The Premiere Courts are as follows: Marketing: Our goal is to make The Premiere Courts a household name in the Birmingham area and creatively market our services to every segment of our market. Property Location and Atmosphere: By creating an unrivaled atmosphere at The Premiere Courts through the use of world-class equipment, flooring, colors and large-screen TVs, people will want to frequent our property and our ability to build customer loyalty members will be significantly improved. Knowledgeable/Qualified Staff and Management: By providing facility users with knowledgeable and qualified staff who show genuine concern for users, people will feel comfortable and confident that The Premiere Courts can meet all of their sports and fitness needs. Premiere Courts is a new multi-sport complex that will offer members and guests the opportunity to participate in a variety of athletic programs and activities. be a limited partnership that will be privately owned. Kerry Heavens and Rodney Griggs will each own 35% of the company, while 10 other limited partners will each own 3%. Our startup requirements (based on professional estimates) are $2,500,000. Included in these costs are the land, the building, all development costs, equipment and start-up capital. Total assets amount to $337,000. The total investment amount is $1,250,000 and the total loan amount is also $1,250,000. The hypothesesare shown in the table below.*refer to PowerPoint slideServicesThe Premiere Courts will be a sports complex that will provide its users with various services. A state-of-the-art fitness center, professional-sized basketball courts that can also accommodate many other sports, a food court, a massage clinic and other convenient amenities such as offices, a conference room, a childcare center and a full service -the service changing rooms will all be available in the facility. Additionally, Premiere Courts will provide its users with trained and knowledgeable staff to ensure all their sports and fitness needs are met. Weights & Fitness Premiere Courts will feature a large fitness and lifestyle center that will match or surpass any other in the city. This fitness and lifestyle center will include high-quality equipment for free weights, mechanical weights and aerobic machines. The majority of the lifestyle center will be located on the upper level of the complex surrounding the three basketball courts. This will allow users to choose to watch the activities taking place below or watch one of the many televisions that will be set up for their enjoyment. This aspect of the facility will be managed by a certified strength and conditioning specialist, who will hire and train staff to meet member requests. This individual will report to and work directly with The Premiere Courts' general partners and his or her duties will include, but are not limited to, general supervision, customized training for members, program development for camps and clinics, and assistance in the marketing and promotional aspects of the structure. Courts Three full-size basketball and volleyball courts will highlight the main floor of The Premiere Courts. Along with these two sports, the floors will be able to accommodate badminton, indoor soccer, indoor field hockey, touch football, gymnastics, dance, aerobics and more. These hardwood courts will be manufactured and installed by industry leader, Robbins Sport Surfaces, and will be the premier sports flooring in all of Henderson. With the added attraction of world-class portable basketball systems from Schelde North America or BPI, The Premiere Courts will quickly become known as the ideal venue for leagues, camps or pickup games. With his training and extensive experience in this industry, the programming of events and activities on these floors will be handled by Rich Bohne, one of the general partners of The Premiere Courts. The development of sports leagues, camps and clinics, along with other various daily operations of the facility, will also be Rich's responsibility. Three full-size basketball courts and six volleyball courts will highlight the main floor of The Premiere Courts. Along with these two sports, the floors will be able to accommodate badminton, indoor soccer, indoor field hockey, touch football, gymnastics, dance, aerobics and more. Food Services On the upper level surrounding the courts there will be a food and beverage area where users can relax, the facility can replenish their body. This area has been positioned on the upper level so that users can have a bird's eye view of the fields while enjoying their favorite drinks and snacks. This area will include large screen televisions that will broadcast sporting events, sports news or other related programming. This aspect of the facility will help create the atmosphere that The Premiere Courts hopes to create. A qualified and experienced person will be hired to manage this aspect of the facility. He/she will be responsible for meeting the necessary standards and reporting and working directly with The Premiere Courts general partners to ensure that user needs inthis area are satisfied. If additional personnel are needed, this individual will hire and train such individuals in accordance with Premiere Courts policies. Massage Therapy An area for a massage therapy clinic will be located on the main floor of the facility. This service will be available to both the general public and facility users at a cost that reflects the industry standard. This service will be an added benefit for users of The Premiere Courts as it will be conveniently located right within the complex. Currently, The Premiere Courts is deciding whether to hire its own massage therapists or lease the space to an already established massage therapy practice. Market AnalysisSummaryThe Premiere Courts will be the only sports complex of its kind in the Birmingham area. Some aspects of the facility will primarily appeal to residents of the city of Birmingham. Other aspects, however, will please everyone in the state. Due to the diversity of activities and programs available at The Premiere Courts, our market segments range from workout junkies to people who just want a few hours of fun and recreation. Target Market Segment StrategyDue to the size and convenient location of our property, many people will be attracted to The Premiere Courts to see what we have to offer. However, we won't be content to just wait for customers to come to us. Instead, we will focus our marketing strategies on those market segments that match our offerings. The beauty of The Premiere Courts marketing is that each market segment relates, in a certain way, to all the others. Our main goal with our initial marketing strategy will be to attract people to our facility. Once people see what we have to offer and feel the atmosphere that will be created, they will want to come back and participate in the many activities and programs that will be available to them. Some of the ways The Premiere Courts will bring people to the facility include: Offering tours to middle and high schools during the construction and completion phases of the facility. Hosting a large promotional event to open the facility that will be free to all. Hosting and/or support various community events that will bring many people who otherwise would not come. Shipping free day passes to the entire surrounding area. Following the opening of The Premiere Courts, print and radio will be used to promote both the facility and the programs on offer to attract new people from across the greater Birmingham area. Services Business Analysis The sports and fitness business is a booming industry, with total revenues exceeding $10.6 billion. For this reason, fitness clubs are emerging everywhere. The size and scope of these clubs vary from small, individually owned training facilities, to very elaborate, publicly owned franchises. One of The Premiere Courts' challenges is to establish itself as a legitimate sports and fitness club that is attractive to each of its market segments and position itself as a great deal for members and guests. Competition and Purchasing Patterns Competition for The Premiere Courts in Birmingham includes local YMCAs and other fitness centers. Various types of membership are available in all these clubs. Some require long-term commitments while others have a minimum commitment of at least a full month. Potential fitness club members usually compare clubs and find one that fits their specific needs or has the amenities they want. Value is usually very important to these potential members, as most people want,.