T sports

Durango High School DECA

Durango High School
2390 Main Ave Durango, CO
Durango, Co 81301
Tanus Yoder
Jan 6, 2015

i. Executive summary
For my project I created a personal business plan that includes,
marketing and promotion plan, financial plans,

iii. Proposed Marketing/ Promotion Plan:

A) Products:
Summer products:
Mountain biking:
Mountain bikes: (This will take up two thirds of the downstairs space of the
store)
We would have mountain bikes of all types, cross country bikes, dirt jumpers,
full suspension bikes, trail bikes, downhill bikes, free ride bikes, and hard tail
bikes. These bikes will come from top companies like, Giant, Trek,
Specialized, Cannondale, Santa Cruz, Yeti, Scott, GT, etc. this
Pumps, patches, spare tires, gloves:
The pumps will have a variety of types from small ones for a quick tire fill up
on the trail all the way to bigger ones that you would leave at home or in the
car. Patches would just simply be tire patches for a small hole that are quality
and reliable. Spare tires would be mostly the usually mountain tire but we

would also carry other types like thicker tires, thinner road tires, or even
special tires such as snow tires or sand tires. Gloves would be the usual
biking gloves nothing really special.

Back Packing: (This will take up half of second floor of the store)
This section of the store will also include a few maps of where to go hiking
and different trails.
Back packs:
We would have a variety of sizes for the bags and the companies of these
would mostly be Osprey but we would also carry other brands such as
Marmot, Mamoth, maybe some Dakine bags and these would all be back
packs, not suit cases or duffle bags. However, we would have a section with
the bags would be for water carrying bags like Camel Backs.
Sleeping bags and tents:
The sleeping bags will not have any specific brands but will be varying in size
from warmer weather bags, 30 bags, to very cold weather, down to -20
bags. The tents wont be from specific companies earthier and will vary in
size from single person tents to six or seven people tents.
Other equipment:

Any other equipment that could be needed such as flint and steel for fires,
shovels for trenches, extra tent pegs, patches, possibly flares, sunglasses,
etc.
Climbing: (this will take up about a third of the downstairs space)
Ropes/ harnesses:
There will be different thicknesses of rope, different stretch sizes of ropes,
different lengths, colors, types. (Also, in this part of the store there will be a
couple of different manuals on how to tie different knots for climbing and
maps of different climbing areas.) There will be different sizes of harnesses
and probably a few different types. These will all come with climbing
carabineers and there will be separate ones customers could purchase as
well.
Summer and winter Consignment program: (Half of top floor)
This will be the part of the store that people can bring their old gear or things
that cant or dont want to use any more and then we can sell those items for
them. For this program we would communicate with them to tell them when
there item has been sold so they can come pick up their income for it. Since
we would be using our store space and workers we would be collecting 1015% of the income for each product. For the smaller, lower level items we
would be taking 10% and for bigger items 15%. Some of these will be
scattered around the store such as if someone brings in a bike we would put

in the bike section but have a special tag to show its part of consignment.
And we would filter what is accepted into the program based on the value of
the item. For example we wouldnt accept a pair of sunglasses.
Winter products:
Skis/ snowboards/ bindings/ boots: (bottom half of floor)
Skis and snowboards would have a good amount of variation in types, colors,
sizes and brands. We would have the better brands of products such as:
Armada, Burton, K2, Line, Rossingol, Fischer, Dynastar, Black Diamond,
Salamon and also the Colorado local company from Denver, Icelantic etc. We
would also stock bindings for the skis and snow boards and they would come
from mostly the same companies, also including maverick. The same thing
goes for boots and the companies would be including, Head, and DC. Also
ther will be ski poles that will come from Scott, goode, and leki. There will be,
racing poles, park poles, and alpine poles.
Jackets/gloves/ski racks/hats/helmets/goggles/ packs (Top floor,
including consignment area)(they will be mixed)
Jackets, gloves, and hats will all be coming from the same companies with
will include, North Face, Burton, Armada, Leki, Dakine, and Candy grind.
Helmets will be in different sizes and colors coming from Bole, Burton, and
K2. The ski racks will be the racks that hook on to the top of the car, will be
adjustable so one size fits all cars, and will come from Yakima. Goggles will

be coming from companies such as: Scott, Electric, Smith, Dragon, Bole, and
Oakley. The packs would be the same as the summer packs and will be
available for people going on skiing trips, winter camping, or anything like
that.
Smaller items: Summer and winter (Will be near checkout areas in the
front of the store)
These smaller items will simply be thing such as Cliff Bars, Power Bars, or
anythings like that. Also we will be having a deal with a local business called
tailwind allowing us to sell their product in our store.
All Products (summer and winter) will be ordered from whole sale markets,
we will not be manufacturing any of them.

B) Pricing:
The pricing strategy we are planning to go with is to have a
penetration pricing strategy and have our prices just below our competitors
when we get a new item and then having the price rise by 10% over a period
of two months. Our total mark up from the whole sale price is going to be
about 20%. This markup percentage is designed to not be too high so that
customers will want to buy our product over the competitors, and its high
enough that we will still be making money. These will be putting high quality

items such as 165 Volkl skiis at around $325-$375 which is putting our price
$50-$100 under our competition. The prices may seem low but if we are
making more sales we are making more money and with the 20% markup we
will be making 120% profit from our expences.

C) Personal Promotion:
The number of staff workers we have in the store will vary from a minimum
of three people up to possibly 10. The days that we would probably predict
that we would need more staff members is around the holidays or when
seasons start such as just before winter like a week or so after thanksgiving.
We would also probably plan on closing for major holidays like New Years
Eve, thanks giving, Christmas Eve, and Christmas day. Hours at the store
would be from 9 AM to 6 or 7 PM Monday through Saturday and 11AM to 5 or
6 PM Sundays. This will get more people in our stored because it will make us
more available. Also, when its getting closer to Christmas we will start
adding more winter items to the store but also keep some summer items
around for Christmas shopping. We could as well do sales around the
holidays such as 10% off bikes and skis and 20% off back packs. During
these sales, we could put higher sales on summer items so we can get rid of
them before winter starts. And do the same for winter items before summer
starts. For our merchandise to seem appealing to our customers we will
display them in an organized manner that will look nice. To do this we could
partially color coordinate our items like darker colors with darker colors, then

brighter ones with the other bright ones. This will make people see out items
as higher quality and they will like them better. As far as our staffing goes I
would like to make sure that they know something about the types of
products we are selling and defiantly that they have experience in the sports
that our customers will be looking into. Also, we would let our employees
demo our products like the mountain bikes and the skis. This will let them be
able to talk to the customers about them and be able to let them know what
their opinions are on the items. This will make the environment of the store
better and make people feel better as they walk in the store.

D) Non personal promotion plan:

To advertise our company we would buy advertising space in the local paper
in the sports section so we will be reaching our target market. We could also
advertise in the phone book so we can reach people if they want to call us.
To reach out to most people we can it would be a good idea to set a
Facebook, Instagram, or any other social media accounts. With this we would
be able to let people know things such as any promotion were having, any
special events, and maybe even when we get in new shipments of certain
items that have been in high demand, or any new/ special items we get. For
example, if we get a special shipment of mountain boards that will only be
around for a little amount of time so they better come get them before there
gone. To let people know that we are opening we could use these sites, and

we could even get a community service announcement out on the local radio
station or a commercial on inside Durango tv, as well as banners we could
put around town announcing that were opening as well as looking for
employees.

E)

Place:

Out items would mainly only be sold at our store. However, we would be
putting winter products into the annual Hesperus ski swap that happens at
the local fair grounds every year. This is palace where we would send our
best, most friendly employees and best products, at reduced prices, to
represent our company. This will show people that we are a nice store that
they will want to come to, and will aslo track attention to our store for people
who eathier didnt really know about it or have just never been and it will
make them interested so we will have more traffic coming in.