1. “Outdoor Products at their Finest”
Executive Summary
Stuart Davis
Business Description
2. The purpose of this business venture is to provide my family with an additional income and to
also provide my boys an opportunity to work in a clean environment when they grow up. I have
found a unique opportunity in establishing an outdoor, sporting goods store in Kamas, Utah.
More often than not campers and outdoor enthusiasts arrive in Kamas on their way to their
camping destinations realizing that they have left certain items at home. I would like to provide
these customers with the products they need so that they can have a successful and fun time in
the outdoors.
Sidy Outfitters mission is to provide excellent service and products to customers who travel
through the town of Kamas on their way to the High Uinta Mountains. We believe in family
values; honesty, integrity, love and respect. We follow the golden rule of doing unto others as
you would have them do unto you. We believe that through giving back to the community, much
satisfaction is received and customers will keep coming back to us.
Sidy Outfitters long-term goals are to open up additional stores at major gateways to the
outdoors. In the future we would like to offer guided fishing, hiking and hunting trips worldwide
as well as offer products online. We would also like to set up a college scholarship fund for
outdoor enthusiasts.
Products and Services
The products offered at Sidy Outfitters would cover major sporting areas: football, basketball,
hunting, fishing, running, camping. Our main focus starting out would be on fishing and hunting
products. As the company grows we will expand to cover other major sporting areas. We would
offer a fishing package with select flies and lures that work at different seasons in the High
Uintas and the Weber/Provo River. We would also have an ammo and gun selection for hunting.
3. Included in hunting would be archery equipment. At the store a fishing pond would be available
so that customers could try out different rods and lures. There would also be a shooting range for
guns and archery.
Sidy Outfitters pricing on products would be equivalent to other major outdoor stores but we
would focus on matching prices. Walmart has a similar approach where prices are matched with
other stores. Although prices would be similar to other major outdoor stores they would be
marked down by one or two percent. We would also have quarterly sales at the store so we could
liquidate seasonal items.
The unique advantage that Sidy Outfitters has is that their location is a major hub for outdoor
enthusiasts. The Uinta Mountains brings these outdoor lovers through the town of Kamas. The
closest outdoor store is 20 minutes away. People flock to Kamas during all seasons of the year.
Whether it is to access a cabin, camp or fish people are always traveling through Kamas to reach
their destination. Also Kamas is 20 minutes from Park City. Many health/outdoor fanatics live in
Park City. People travel there to enjoy the outdoors. Many of these people travel to Kamas to
enjoy the mountains. This can be an advantage for Sidy Outfitters by having customers
constantly supplied by Park City. Another advantage that we would have is the small towns
surrounding Kamas. Many of these communities live far away from other outdoor sporting goods
stores. The store would be able to supply products to customers who live in the community and
who don’t want to travel.
I would like Sidy Outfitters to carry high quality trademarks. These trademarks, to name a few,
include Simms, Sage, Reddington, Orvis, The North Face, Marmot, Nike, Browning, Benelli,
Federal, Remington and Coleman. Sidy Outfitters would need to set up contracts with these
4. companies in order to sell their products in our store. As we become more profitable it will
become easier to set up these contracts with these companies.
One government/environment issue we would need to work through is establishing the business
and shooting range. We would need to work through the zoning and licensing that the town of
Kamas requires. Currently there are several shops that could be leased in town for temporary use.
The goal is to buy property and build an establishment that is attractive to customers. We would
need to make sure that the shooting range is environmentally safe. Containing and disposing the
left over lead and shells would be critical in keeping the environment safe. Another issue that we
would have is obtaining licenses to buy and sell guns. Working with federal government
agencies and the State of Utah will be essential in obtaining these licenses.
Market and Marketing Strategy
Currently this industry is having a tough time growing because there aren’t a lot of health-
conscious consumers. More health-conscious consumers with deep pockets could really boost the
sporting goods industry. Sales in the United States last year exceeded $63 billion dollars. The
industry continues to grow at a slow but steady rate. The key economic drivers in this industry
are adolescents ranging in 9-19 years of age. One quarter of the sporting goods equipment sales
last year in the United States was in fishing, camping and hunting. Nike and Adidas are huge
when it comes to footwear. Last year they had $14.54 and $9.46 billion dollars in revenue.
Major competitors in the sporting goods industry consist of Walmart, Cabela’s and Dick’s
Sporting Goods. Last year Walmart brought in $9.3 billion dollars in sporting goods revenue.
Walmart carries low to middle quality products which attract a variety of customers. Walmart
sales a variety of products that ranges from athletics, fishing, hunting and camping. Cabela’s
5. focuses mainly on fishing, hunting and camping products. They carry high quality products that
are quite pricey. They also have their own brand of products that they offer. Last year they
brought in revenue of $3.6 billion dollars. Dick’s Sporting Goods is similar to Walmart in that
they carry a large variety of products. However they carry high end products that attract
customers wanting these types of products. Their top selling brands include Nike, The North
Face and Under Armour. Last year sales/revenue were $6.21 billion dollars and at this time this
year they are at $6.81 billion dollars in total sales/revenue. Each of these stores continues to
show a positive linear correlation in sales.
Each year Park City and Kamas welcomes many tourists and visitors. The Uinta Mountains have
roughly 2.5 million visitors each year. Many of these visitors come through Kamas and Park City
to visit the Uinta Mountains. Park City itself draws 3.2 million visitors annually. These visitors
come to enjoy the outdoors. Activities that are prominent include mountain biking, fishing,
hunting, skiing, hiking, running and road biking. Park City is the most active city in all of Utah.
People want sporting good products that they can rely on. The market for selling outdoor
products is available. On top of that, mostly wealthy people frequent Park City. They are willing
to spend their money in order to have a good time while visiting.
Marketing Sidy Outfitter products in Park City and Kamas would be fairly easy. Many sporting
and community events are held in both cities. Some examples include Wasatch back Ragnar
Relays, Tour of Utah, High Uinta Classic, Miner Day, the annual elk and deer hunt, Sundance
Film Festival and many skiing events . Other small sporting events include high school athletics
and community 5k races. I would like Sidy Outfitters to be a sponsor to many of these events.
Passing out fliers during these events could also be beneficial. I think that it would also be
beneficial to somehow advertise and market products during parades. One way that we could
6. increase sales is to have special offers during these events. I think that the best way to increase
sales is by networking by word of mouth. If we could get customers to try products for free and
then let their friends know about them then I think that sales could also increase.
I would also like to have a website with products offered online. Last year online shoppers spent
$259 billion in the United States. This trend of shopping online is growing at 10% yearly. The
sporting goods industry had sales of $784 million online last year. People will continue to shop
online. Marketing to these online shoppers will be critical in growing Sidy Outfitters.
Management and Organization Plan
I believe that having a good management team is essential to doing well in business. My wife is
very good at managing and organizing. I would like her to be part of the management team. She
also speaks Spanish and I believe that she could be essential in reaching out to the Hispanic
population. I also have a great mentor name Paul Woodland. He has really coached me along
with my schooling and career decisions. He is very good with finances and I believe that he
could coach me along in managing Sidy Outfitters. Someone that knows ecommerce would also
be essential to the management team. This position would be responsible in maintaining a
website and building media presence in the public eye. Another position that management would
need would be someone knowledgeable in pricing products in the outdoor/sporting goods
industry. Prices are constantly changing and being able to price products based on existing price
structure is critical. I would also like to have avid outdoor enthusiasts involved in management. I
think that having these outdoor lovers would really propel business. They could provide
feedback on how to market to customers and what people in the outdoor industry want and need.
7. I would also like customers to be part of Sidy Outfitters team in such a way that they could
provide constructive feedback on overall customer service and quality of products.
Sidy Outfitters would be structured in such a way that people feel like they are at home. I want
there to be communication on all levels. I would like the environment to be fun and energetic.
The offices would have an open door policy. If questions needed to be answered then I would
like employees to feel comfortable in coming and asking those questions. Everyone would have
specific roles but be willing to be flexible and work with whatever needs to be accomplished.
Sidy Outfitters will be very small starting out. My wife and I would run the business and if
needed we would hire more employees to help in online and store sales. Eventually I would like
to expand the business to involve the community. I think that being able to give back to the
surrounding community by offering work would be huge in building good relations.
Financial Summary
Sidy Oufitters would need a small amount of financing to start this business. Since we are a new
company we would need a predicted $30,000 in order to buy fishing supplies, guns and ammo,
pay leases on the building, pay business license fees and run the business. These assumptions
were found online (Chron-starting a small sporting goods store) and based off of business articles
about starting a sporting goods store.
