Final presentation

1. BMGT 411
By Sophie Haines

2. S.W.O.T. Analysis
Strengths:
- Unique idea with few competitors
- Gained a lot of members quickly at first
- Athlete Trax is free!
- People want to see small companies succeed
- Lots of potential for growth
- Received a lot of press

3. S.W.O.T. Analysis
Weaknesses
- Not good at using online marketing
- Impossible to share all of the features in one
advertisement
- The name is confusing because of the dash

6. S.W.O.T. Analysis
Opportunities
- Social Media
- Colleges in the Pittsburgh area
- Use your “small company” feel
- Show that the site is easy to use

7. S.W.O.T. Analysis
Threats
- Older generation is hesitant of new technology
- Teamer.net, teamsnap.com, Blue Sombraro, Bluefields
- Not a huge budget

8. Customer Relationships
Customers want to be valued by the company!
- Customers believe what other people say
- Strive for long term relationships
- Customers are loyal to companies they love

9. How?
1. Check up on customers through email blasts at the end
of a season or big championship.
2. Before the start of new season, remind them to start
planning!
3. Develop a point system on the website to earn prizes.
4. Use more customer testimonials!!!

10. Target Market Fast Facts
 College club sports (age 18-
23)
 Youth sports (age 6-14)
 Sanctioned Youth sports
(age 14-18)
FOCUS ON
PENNSYLVANIA!
 19 Colleges/Universities
within 3 hours of Pittsburgh
 PITT- 31 club sports teams
 87 elementary schools in
the Pittsburgh area
 17 High schools in the
Pittsburgh area

11. Pennsylvania Demographic
 Approx. 3,257,319 people ages 5-24
 Approx. 864,494 people over 18 enrolled in
college/graduate school
Percent enrolled in school
93.70%98.30%96.50%
79.60%
42%
120.00%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Ages
5-9
Ages
10-14
Ages
15-17
Ages
18-19
Ages
20-24

12. How to reach them?
 Must attend club fairs at universities
 Contact athletic offices to send out email blasts
 Research high school club sports and reach out to them
 Attend club sport tournaments
 FIND TEAMS ON SOCIAL MEDIA AND INTERACT WITH
THEM!
ALL OF THIS IS MARKETING THAT ONLY COSTS TIME AND
VERY LITTLE MONEY!

13. What the Competition is Doing
Better:
 Use of Social Media
 TeamSnap tweets links multiple times every day
 52,700+ people “Like” TeamSnap
 Partnerships with big brands
 Blue Sombrero is partnered with Dick’s Sporting Goods
 Paying for Google AdWords
 “Sports team management site”
 “Club sport management”

14. Positioning Statement:
“For the busy sports team leader,
AthleteTrax is the sports
management software that
delivers help in organizing
practices, communicating with
players, and even aiding in
fundraising campaigns.”

15. Recommendations
- Standardize the company name, with or without the
dash
- Create a video of testimonials from real customers to
share on social media and the main website
- Get reviewed by big name
- Site Jabber or Club association websites
- Use point incentive program on the site to get more
“likes” and followers
- Use Google AdWords and Twitter Promoted Tweets

16. Google AdWords and Twitter
Promoted Tweets
Google
-If you are not on Google’s first
page you are not seen.
-Pay for phrases such as:
Sports Management
Club sports management
Sports management software
Twitter
- Promotes your tweets to
non-followers based on their
interests and followers
- Program is auction Based
- Only charged if the person
interacts with your tweet
- Can target by gender,
location, and what they
tweet about
- You can set weekly, daily, or
monthly caps

17. Overall Budget
-Until you reach your goal, spend about 10-15% of your revenue
on marketing and developing more AdWords and promoted
tweets. Once you reach the goal of 1,900 teams, lower this
promoting cost to about 5-10%.

18. Sources
 American Community Survey
 City-Data.com
 University of Pittsburgh Student Affairs
 Pittsburgh.about.com

19. Questions?