1

Elliott Barwin and Aaliyah Speights

Department of Business, Seton Hill University

SBU 115 01

Professor Melanie Ansell

April 18, 2021

Address: 1572 Roseytown Rd. Greensburg, PA 15601

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Table of Contents

Executive Summary....................................................................................... 4

The Company Description

Mission Statement ........................................................................................ 5

Vision Statement ........................................................................................... 5

History/Company Background ..................................................................... 6

Product/Service:

Product/Service ............................................................................................. 7

Industry Research .......................................................................................... 8

The Market

Market and Target Customer ......................................................................... 9

Competition and Competitive Advantage ..................................................... 12

Marketing Strategy ....................................................................................... 11

The Organization

Legal Structure .............................................................................................. 20

Key Employees ............................................................................................. 20

Location ........................................................................................................ 12

The Financials

Source and Use of Funds .............................................................................. 21

Income Statement ......................................................................................... 24

The Appendix
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Competitor Pros and Cons ........................................................................... 13

Key Employee Resumes .............................................................................. 20

References ................................................................................................... 25

Executive Summary

The 724 Sports Complex has been an idea for over a year. Over the years at

Seton Hill University and being at Greensburg, Elliot Barwin and Aaliyah Speights

recognized that there was a big need for more sports facilities that can accommodate

multiple sports while also being open to the public. We believe our indoor facility, 724

Sports Complex, will be a means to address this in our state, providing daily exposure

to wellness, activities, and sports in a safe and healthy environment. Our services

provide a place for student athletes to compete and train in with a controlled climate and

all purpose turf fields. Another service we offer will be not just college athletes but

families with younger children as our sports facilities will be opened all year and offer

activities for the youth to participate and take part in. The families who utilize our facility

recognize the important role health and fitness plays in a child's life and therefore will

seek the best activity places for this outcome.

With Elliot’s experience in business operations, including sports, and Aaliyah’s

experience in the sports industry, the two have decided to put the 724 Sport Complex

together. The complex will be in Greensburg, PA and concentrate on sports and family

activities. 724 Sports Complex will also be in short distances from multiple colleges,

middle and high schools.

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Competition in the indoor facilities does exist in Greensburg but they do not offer

as much as we do. Multipurpose flooring that can accommodate any sport, controlled

climate, a track around the outside of the field, all around maintenance of the facility,

and family oriented. The indoor facility market has a concentration of focusing more on

open events and activities aimed at families and their children. The 724 Sports Complex

will also offer these but in addition to the open event and activities, we will also have

closed/private games and practices for college athletes and coaches to be able to rent

out for the day. The 724 Sports Complex will also be a place where different sports

tournaments will be held at.

The business is already equipped with some of the necessary equipment for the

operation. A loan in the amount of $207,00 is being requested to purchase the

remaining necessities and equipment. The plan is to have the 724 Sports Complex in

operation for the winter season and open in time for the indoor season of sports.

The Company

The Mission statement

The mission of the 724 Sports complex is to provide a variety of quality programs,

activities and facilities. We believe in creating positive experiences by providing both

leisure activities and recreational programs that fulfill the needs of the community and

create lasting memories.

Vision Statement

We are dedicated to active lifestyles, sports and wellness.

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History and Company Background

Elliott Barwin became a college graduate in 2021 and earned a Masters of

Business Administration degree. Aaliyah Speights became a college graduate in 2021

and earned a Masters in Exercise Science. During their time as students, they saw a

real need for more indoor athletic complexes in the Greensburg area. With some local

colleges in Greensburg, they see a need for more indoor space for sports like ice

hockey, track and field, soccer, and basketball. This includes all-purpose turf fields.

Elliott Barwin M.B.A.

➢ Certified in pesticides

○ Through his education and work experience, he has become

certified in pesticides. He has spent more than 500 hours spending

pesticide on golf courses and other athletic fields.

➢ Experience working with many athletic teams and organizations

○ He has a lot of experience in how athletic complexes are managed.

■ Working at Harrisburg Senators and Country Club of

Harrisburg

○ He has also been a part of various athletic teams and

organizations from entry-level to supervisor roles.

Aaliyah Speights A.C.T and MS,OTR/L

➢ Volunteers with a track organization

○ She has volunteered working with student athletes from ages 5-18.

Has experience working with parents, coaches, and student

athletes that would benefit from an indoor space.

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➢ Experience being on athletic teams

○ Has spent many years being on various athletic teams and knows

how indoor facilities help athletes. She understands what coaches

and their athletes expect out of an indoor complex.

➢ Has business owners in family

○ Her aunt has been a business owner for 15 year. Her uncle has

been a business and real estate owner for over twenty years. They

are willing to help her and her partner and give them business

advice. Also both are willing to lend their connections within the

business community.

Athletic complexes are a must when it comes to sport. They need more practice

space but also a safer and more comfortable space to practice. Our athletic complex

was made to be a safe place for student athletes to be able to compete and train as

there is a need for more indoor complexes in Greensburg. The complex will open in

January of 2025 which construction will start in May of 2024.

PRODUCT / SERVICE

Our Athletic complex will allow student athletes to compete and train by offering a

controlled climate, all-purpose turf fields, a track around the outside of the field,

maintenance of fields, and versatility. The benefits of these features for the athletes

include a place to train during off season when the weather is too cold or they cannot

find a field to practice on, the ability to be able to have games in a AC controlled
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environment, an easy running surface like our turf fields, safety of their equipment, and

be able to do multiple sports at once place. The benefits of these features for the

coaches include consistent training of their athletes, a place to be able to train their

athletes in a safe environment, the safety of all of their equipment, and have a place to

host games during bad weather.

Because of our AC controlled environment, athletes won’t get the risk of being

overheated or too cold during practice or games. This will be huge for the student

athletes because it can make them perform better and excel in their sports. Also with

our turf fields there is less chances of having shin and knee problems within the athletes

so it's a safer environment for them to train on. Because of its versatility, our athletic

complex will be open to all college athletes to train and have their games in.

Cost:
● $150 for a monthly membership pass for a family of 4
● $15 for Children 5-12 for the day
● $20 for ages 12 and up for the day
● College Coaches to rent out the complex for tournaments is $5,000-$8,000
● Rent out for the day fee is $800-$1,000
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Industry Research:

There are 9,443 Indoor Sports Facilities Management businesses in the US as of

2021, an increase of 1.6% from 2020.(Industry market Research, reports, and

statistics). There has been a steady increase in sports complexes as sports now are

year around. The demand has increased crazily but we are seeing a little slow down. As

we are coming out of 2020 the trend was about -0.03 but that is because most sports

were cancelled so there was no need to build more facilities (Industry market Research,

reports, and statistics). Sports facilities have made it through the past year because of

the different ways they can use their facility to run non athletic events. There are many

advantages to start construction now though the interest rates are not as high and they

were before the global pandemic. During the covid 19 pandemic there has been a lot of

wasted space because no one was allowed to play sports but some opened up for

vaccine drive through. The industry is going to bounce back from this past year.

(IBISWorld)

Indoor complexes are most successful when there are a lot of courts/fields that

tailor to what the locals can use but also what people can use aka AAU basketball

which runs for most of the spring into the summer.(AAU USA) They also have lots of

indoor complexes who have used their space to hold birthday parties but also hold team

building events for large companies and organizations. They usually have many

different activities like a rock wall but also have courts to have activities on.
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Target Market

There are three populations that utilize indoor athletic complexes. One population

that utilized athletic complexes are primarily collegiate student athletes between the

ages of 17-25 (gen z) who are participating in college level sports and are part time

students. The second populations that utilize indoor athletic complexes are college

coaches between the ages of 30-45 (the millennial generation) who have earned a

bachelor’s degree or higher, who are employed full-time earning above the poverty line,

and are part time coaches. The last population that utilizes indoor athletic complexes

are the parents of the college athletes between the ages 40-60 (the gen x generation)

who have earned a highschool degree or higher and go to their child's competitions. For

a Division ll college coach, they alone earn $51,000 or more per year. For coaches,

indoor athletic complexes are popular for their college athletes. Our athletic complex will

allow access to different colleges and sports.Community recreation centers offer many

programs that benefit both the body and mind. Studies have shown that people who

exercise regularly have lower blood pressure, delayed onset of diabetes, lower heart

disease rates, and overall increased longevity. Exercise also helps increase white blood

cells and aids in strengthening your immune system.”(Why a Recreation Center?:

Sports Facilities Advisory 2020)

Our target market is collegiate athletes, coaches, and parents. There has been a

growth in participation in sports over each decade. In 2015, people participating in

sports grew as much as 6.8%. Then in 2016 another 2.5% (ISBIWorld). There has also

been a 2.6% in 2020 alone (ISBIWorld). There are up to six Division ll athletic colleges

that do not have access to an indoor athletic complex, including Seton Hill University.
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Additionally, there are up to nine Division lll colleges that do not have access to an

indoor athletic complex. Just at Seton Hill University alone, there are up to 423 student

athletes who need an indoor complex to be able to practice and compete year round

(College Factual).

The date above shows there is a need for more indoor sports complexes that are

accessible to athletes and coaches who are college educated, employed full-time, and

coach part-time. Since there is only one indoor complex in Greensburg PA, our location

must be one close enough for college athletes and coaches in Greensburg PA and the

surrounding area to drive to, a medium population of colleges with athletic programs,

and enough acres to be able to build a complex and have a place for parking or places

around it where there is parking.

Location

The location we chose is 1527 Roseytown Rd. It is a warehouse in Greensburg,

Pennsylvania in Westmoreland county the rent is $12,000 a month. It has a lot size of

5.00 acres and 77,980 square feet in size. According to Census data (USCB 2019) the
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total population in Westmoreland is 348,889 people, 18.2% is under 18 years of age

and 23.3% are 18 years old to 64 years old. Also 29.1% of people living in

Westmoreland County have a Bachelor’s degree or higher and 125,576 are employed.

Roseytown Rd is less than 2 hours away from all of the six Divison ll and Divison

lll colleges and only 10 minutes away from Seton Hill University. There are multiple high

schools and middle schools in the area. There are also 41 restaurants and 5 grocery

stores around the area of Roseytown.

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Competition & Competitive Advantage

Business Name Strengths Weaknesses

Your Company · largest indoor facility in · new business

western pa

724 Sports Complex Many higher ed places we

can get business from

Competitor · Chain · small run-down

· After school place

programs · limited gym space

GREENSBURG YMCA · Nice interior

Competitor · multiple locations · unclear website

· cheap as 5 · not much info

Citiparks Rec Center dollars a month about the center

· after school

program intercity
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Competitor · only ice skating · Only ice rinks for

Greensburg sports purposes

The Kirk S. Nevin Arena · cheap rental room · Unclear website

rate · Community ran

· good location with

lots of parking

Center Ice Arena

Center Ice Arena is located in Delmont, Pennsylvania in Westmoreland county. It

presents many benefits to the surrounding area. It compares to full-size ice-skating rinks

and large meeting space for corporate events or birthday parties. It probably runs so

that could be a good thing or a bad thing but in this case, it’s a good thing because you

don’t have to run them past taxpayers or a board of directors. On the other hand, some

of the weaknesses are that the arena is a small rundown building when looking at it

from the outside and it is not visually appealing for a place that a customer would like to

go ahead and have their birthday party or corporate reading event. The looks compare

to an auto body garage, but it was transformed into an ice-skating rink facility. Also, they

only have ice-skating rinks, so there are no other sports purposes in that facility. The

niche that our company will have is that we will have more than just skating rinks.
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Greensburg YMCA

The YMCA is a community center chain that is centrally located in Greensburg,

Pennsylvania in Westmoreland county. They offer various after-school programs for the

inner city Schools. Once again, it looks like a small rundown place, but on the positive

side, it is very nice on the inside. One of the things that they lack is gym space; it is a

very small gymnasium for basketball and other indoor sports. They have very limited

space so they want to expand; however, they would not be able to due to the intercity

area in which it is located. It would require them to move buildings and probably build a

brand new facility. The niche that we will have on the YMCA is that we boast more than

one gymnasium and all-purpose courts for more than just basketball and sports that are

on the hardwood.
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Citiparks Recreation Center

Citiparks recreation is run out of Pittsburgh, Pennsylvania. There are multiple

locations; five of them to be exact. It is cheap to be a member and costs as low as five

dollars per month. They offer after-school programs for the surrounding schools, which

are mostly intercity schools. They need to revamp their website. It is very unclear and

hard to find information about the facilities. I could not find pictures of any of their

facilities at the time that I visited their website. There is also nothing on any sports that

they run, only after-school programs. We would hold a niche over this company

because we would have clear and precise information on our website with pictures so

that people know who we are and what we are.

The Kirk S. Nevin Arena

The Kirk S. Nevin Arena is located in Greensburg, Pennsylvania in

Westmoreland county. This arena is one of the most well-known in Westmoreland

county; it is where most high schools in the area play their hockey games at. They have

very cheap rental rates for up to 30 people for corporate events and birthday parties.

They also have an abundance of parking for all of the needs of the hockey players’

parents or the event happening. They only have ice-skating rinks and no all-purpose

flooring for any other sport except hockey. Their website was also very unclear and is

also community run, which means taxpayers pay to upkeep the building and everything

that goes on. If there is a desired change to anything that relates to the building, a

process would have to be followed and that person would have to go to the taxpayers

and the Board of Directors. A niche we would have over a competitor would be more

all-purpose facility floors, not just ice-skating rinks. We would also construct a clear
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website and transfer it to a privately run business so we could then avoid taxpayers and

the Board of Directors.

We will have a very strong marketing team and marketing strategy. We would

love to do the word mouth, but at first, I don’t think it will be feasible because nobody will

know who we are. We are going to have to arrange some advertisements at local

coaches conferences, universities, and other various athletic competitions or events.

We will also promote other working facilities through physical therapy practices. All of

the things that were mentioned will be completed before our opening day and will

continue after opening day. We are hoping to get a great turnout for our grand opening,

where we will be giving away a free membership to one lucky guest who shows up and

signs up for a year-long membership and to use our facilities at any time for their

convenience. We are hoping to keep our grand opening cost under $10,000 with

everything that is going on. We will be giving away free merchandise as well. We will

invite other businesses to advertise their business at this event and hope that we can

advertise at their business location in return. This will allow us to get clients and other

great resources during their business hours and have a collaboration with our

neighboring businesses where if they need a sports facility to use for one of their

classes or such, that they can use it.

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After the doors are open, we will be very aggressive with our sales strategy, but

the place will sell itself because of the atmosphere and facilities that it contains. There

are many benefits to our sales strategy because we will bring in big companies for a

youth tournament and other competitive athletic competitions to the surrounding area. It

will also help boost the Greensburg economy by bringing those huge tournaments

because they will go to restaurants and other various hotels, which in turn will favor the

economy in a town that is rebooting. There are many things that our facilities will boost

in the community. One example is “Indianapolis hosted the AAU’s Tournament of

Champions, a four-day youth basketball tournament that brought 9,000 visitors and $8.1

million in economic impact to the destination”. (Venues Balance Safety and Competition

as Amateur Sports Return 2020)

Another tactic will be partnering with Major Stokes food businesses that target

similar clients such as local businesses to come in a set up shop and they give us a cut

of the money they make. It is a great way for us to help the community out while they

are feeding the athletes and families.

Lastly, social media will be the biggest tool in our marketing strategy. Our target

market primarily uses Facebook, Instagram, and multiple websites. We will create an

Instagram account, Facebook page, and our own website for our indoor complex. Our

Instagram page will be used to maintain the interest of our clients. It will have photos of

our complex, new facility updates that will occur, and different photos of athletes

participating in sporting events. Our Facebook page will be for obtaining new clients.

The Facebook page will be a brief summary of what our indoor complex has to offer,
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including a description of the complex, price range, hours of operation, location, the link

to our website, and contact information.

Facebook allows its users to set a budget and the time period during which to run

ads. Advertising is budgeted at $400 annually towards our Facebook page and the ads

that will be run on it. Facebook also allows its users to be able to pick the demographic

that the ad will target. We will establish the demographic that we want to view our ad

including their age, gender, location, preferences, exercise habits, and college athletes.

This will target the customers that we are going to be reaching.

Research shows that Facebook is the most popular platform for sharing

information with all generations. It also shows that 51% of Generation Z, 62%

Millennials, and 58% Generation X use Facebook (Herosmyth). This provides that

Facebook is the key marketing tool for our business as it is frequently used by our target

audience. Another key marketing tool is our website. It is shown that nearly all

millennials use the internet and 19% of them own their own smartphones

(PewResearch). This provides that by using a website it will get more of our target

generation to see our business and look more into it.

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Lastly, the location of our indoor complex is only two hours or less away from

multiple division l and division ll colleges that are in need of an indoor sports facility. It is

also close to multiple high schools and middle schools and close by houses with

children and teens.

Cost:
● $150 for a monthly membership pass for a family of 4
● $15 for Children 5-12 for the day
● $20 for ages 12 and up for the day
● College Coaches to rent out the complex for practice and games is
$8,000-$10,000

The Organization

Legal structure

The name of the Business is a partnership formed in the state of Pennsylvania owned

by Elliott Barwin and Aaliyah Speights. 50 percent to both of us. A sports complex

located in Greensburg, Pennsylvania. Expenses of the complex.

Key Employees
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The business is owned and operated by Elliott and Aaliyah. Aaliyah has a 14 year

background in sports and working with coaches of college athletes. Elliott has a

background in sports facilities and also with sports business.

Elliott Barwin
1447 Meadow Lane Dauphin, PA, 17018 Ÿ(717)-580-8815 Ÿebarwin@icloud.com
College Address: 1 Seton Hill Drive Greensburg, PA, 15601

EDUCATION
Seton Hill University, Greensburg, PA
Sports Management Bachelor of Science December/2021
-Minor in Hospitality

WORK EXPERIENCE
The Hotel Hershey- Food and Beverage Intern June 2020- November 2020
· Manage three restaurants
· Perform daily accounting duties
· Address customers complaints
· Ensure servers and guest are following covid-19 procedures
· Conduct monthly inventory for alcohol/dry goods
· Order supplies for day to day operations

West Virginia University Football - (Sodexo) Hospitality Fall 2019

· Alumni Section Hospitality Point Person
· Promote the best possible fan experience
· Maintain a professional and courteous positive and helpful attitude

Greenskeeper- Country Club of Harrisburg Summer 2018 &’19

• Supervise crew of five laborers including training
• Mow tees, collars, approaches, step cut, and greenbacks
• Maintain professional course appearance
• Rack sand bunkers
• Plant flowers
• Put mulch down
• Water flowers

Harrisburg Senators, Harrisburg, PA

Game Entertainment 2017, ‘18, & ‘19–Seasons
· Bring energy to the fans
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· Give fans the best possible experience
· Lead on field games
· Get the fans involved
Game Day Ticket Sales 2017, ‘18, & ‘19–Seasons

VOLUNTEER EXPERIENCE
· Feed your Spirit
· Seton Hill Athletics; Football, Volleyball, Baseball, Basketball
· Seton Hill Intramural Leader

SKILLS
-Microsoft Word, Microsoft Excel, PC, and Apple products
-Personality is outgoing and approachable

ACTIVITIES
- President of the Seton Hill University Sports Management Club
- Member of Future Business Leaders of America.
- Member of Pennsylvania Restaurant and Lodging Association

Aaliyah Speights
a.speights@setonhill.edu
14 Greentree Road Wheeling, WV 26003
1 Seton Hill Drive Greensburg, PA 15601
Cell: (304)-280-2698

Education
Bachelor of Exercise Science: Clinical Expected May 2024
Seton Hill University, Greensburg, PA
Cumulative GPA: 3.5/4.0

Experience
Oglebay Resort and Conference Center
Hostess January 2019-Current
● Worked 25 hours per week in addition to academics and athletics
● Helped restaurant staff with set up and coordination of large events
● Developed organization and communication skills

Activities
Collegiate Athletics, Seton Hill University
Varsity Track and Field Member August 2020-Current
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● Devote 12 hours a week to training in addition to academics

● Long and triple jumper

Volunteer
Steuben Striders Track Organization
Coach May 2021-Current
● Devotes 6 hours a week helping kids 5-18 years old with track and field
Fulton Fun Factory
Worker July 2018-Current
● Devotes 4 hours a week running birthday parties
● Developed communication skills

Financials

Sources and use of funds

Use of funds

Equipment

(basketball hoops, hockey boards and goals, all purpose flooring) 350,000

Beginning Inventory:

Insurance 2,500

Utilities 3,000

Advertising 10,000

Legal fees 1,500

Working capital (rent, payroll) 100,000

Furnishing 45,000

Renovations 75,000

Office equipment 5,000

Rent Deposit 20,000

Grand total 617,000

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Owners/Investors Capital injection 4100,000

Bank loan 207,000

Total source of funds 617,000

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The 724 is going to be open 7 days a week for everyone's needs and wants for

the state of the art facilities. The biggest generator is AAU tournament hosting which is

usually around 3-4 days long. According to USA AAU “we will pay anywhere from

$10,000 to $20,000 per weekend.”(USA AAU,Basketball) We are hoping to host around

3 to 4 tournaments a month to bring a steady stream of revenue. The hottest months to

host an AAU tournament are at the end of April through July. Another avenue we are

going down is to get local Colleges and Universities to use our facilities. We will charge

them around nine thousand a month per college to use the facilities. We are tapping

into family memberships where they can use our facilities for a cheaper rate for a family
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of 4 we will charge $250 per month. Studies have shown that “Community recreation

centers offer many programs that benefit both the body and mind. Studies have shown

that people who exercise regularly have lower blood pressure, delayed onset of

diabetes, lower heart disease rates, and overall increased longevity. Exercise also helps

increase white blood cells and aids in strengthening your immune system.”(Why a

Recreation Center?: Sports Facilities Advisory 2020) In our first month we hope to have

two high ed institutes booked with us for the month. As the first year goes on we hope to

find more colleges or Universities to deal with us. We will also get most revenue for

charging the food service company to come in. As the first year goes on we will be

putting money back into our business to make sure we have a firm foundation.
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Work cited

“Industry Market Research, Reports, and Statistics.” (n.d) Retrieved March 18,

2021

www.ibisworld.com/united-states/market-research-reports/indoor-sports-facilities-manag

ement-industry/.

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Pennsylvania.” Census Bureau QuickFacts,

www.census.gov/quickfacts/fact/map/greensburgcitypennsylvania,PA/BZA110218.

“U.S Census Bureau QuickFacts: Westmoreland County, Pennsylvania;

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815219#POP815219.

“Industry Market Research, Reports, and Statistics.” IBISWorld,

www.ibisworld.com/us/bed/participation-in-sports/51/#:~:text=Over%20the%20five%20y

ears%20to,a%20decline%20for%20the%20period.

“Seton Hill University Sports.” College Factual, 25 Dec. 2020,

www.collegefactual.com/colleges/seton-hill-university/student-life/sports/#:~:text=Seton

%20Hill%20University%20competes%20in%2017%20sports%20and%20has%20a,244

%20men%20and%20179%20women.
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edia-platform.

“75 Eye-Opening Statistics on How Each Generation Uses Technology.”

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https://www.herosmyth.com/article/75-eye-opening-statistics-how-each-generation-uses

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AAUBoys Basketball. AAU. (n.d.). https://aauboysbasketball.org/.

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31). https://www.pcma.org/sporting-events-covid-19-venues-safety/.

jumpsix2, P. by. (2020, October 20). Why a Recreation Center?: Sports Facilities

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https://sportadvisory.com/11-benefits-of-a-community-recreation-center/.

“1572 Roseytown Rd, Greensburg, PA - Multi-Family Home: Trulia.” Trulia Real

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www.trulia.com/p/pa/greensburg/1572-roseytown-rd-greensburg-pa-15601--212129859

6.
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