Jake Hawes All Futbol

I. Executive Summary
Proposed Business: All Futbol, Soccer Retail Store Mission Statement: To provide the most reasonable priced, high quality products in the industry Product Offered: All Futbol will offer the highest quality soccer equipment and gear for the soccer enthusiast. Our store will provide custom orders for local teams as well as offering an extensive line of fan gear such as jerseys, team flags, and more. We also will have our practice/testing room which allows for customers to try out equipment. Unlike our competitors in the area, All Futbol focuses solely on soccer so that the soccer players and fans can find exactly what they want. Target Customers: Soccer players in Central Missouri, Soccer teams and coaches of local teams and Soccer enthusiasts

Owner: Jake Hawes; his devotion to the sport encouraged him to open All Futbol and to share his love for the sport with other players and fans alike. Jakes collegiate experience and life long experience of playing soccer gives him a competitive edge over other stores in the MidWest. His dedication to the store and willingness to work with customers will always exist and he will carry out his job to the best of his ability.

Future Projection: As soccer has been one of the fastest growing sports in the Midwest and in the country, the anticipation is that the industry will continue to grow. As more Americans become attracted to the sport of soccer and develop a love for the sport, the need for fan gear will increase. Also, with nearly 1500 different teams in and around central Missouri, ranging from the very youngest of players to those playing in adult leagues and collegiate sports teams, there is a need that will continue to grow. In five years, All Futbol would like to expand to open a second

retail center in the Midwest and then continue to grow by opening stores in other states around the U.S.

Financial Needs: In order to make All Futbol a reality, a start up loan of $10,000 to secure the physical retail location in Chesterfield, MO and to provide an initial baseline of products available for sale. Our custom orders will not have to be factored into our initial cost as customers will pay for these orders up front, reducing the need for outgoing costs on holding this type of inventory.

II. Marketing Plan Economics Market Size:

There are 18 million soccer participants as consumers, which includes family members of youth players. There are an additional 4 million people who attend MLS matches each year who are also consumers. There is an unknown exact number of people who watch the World Soccer Games on television and follow their teams on the Internet.This number is estimated in the high millions. These people are also part of the soccer consumer industry. Within the St. Louis area, there are over 20 youth clubs that compete all over the state of Missouri and in National tournaments through the U.S. The overwhelming amount of leagues, tournaments, and clubs that are exposed and participate in soccer is astounding throughout St. Louis. This gives an estimated local consumer base for players, teams, and clubs at least 10,000 potential customers. Current demand in target market

In Chesterfield, Missouri, there is a large consumer base for the soccer industry. For example, Soccer Master holds most of the market on its shoulders around the St. Louis area by compiling almost all sales of soccer equipment. This market includes mostly the youth; including players from the local high schools, universities, colleges, or city recreational leagues. The number of soccer players in Central Missouri can easily be estimated into the thousands. As such, there is much opportunity to tap into this market. Trends in target marketgrowth trends, trends in consumer preferences, and trends in product development

According to research The soccer market is actually an amalgamation of many differ Soccer Consumer Profiles (market segments). The interpretation is there is not just one type of person who makes up the consumer base for the soccer industry. Soccer is not the most popular sport in the United Stated but it is rapidly growing in popularity. As such, the identified adultsoccer fanprofile is one ofthemostattractive compared to allother majorsports. AccordingtoScarborough2008data, MLS adultfansare: Young64%under44years Family 41%have2+childreninHH Affluent42%haveincomegreaterthan$75K Educated56%haveacollegedegree\ Additionally, since many of the players (and using the soccer mom mentality here), especially the youth players, will need to try on shoes, the idea of a local store will appeal to them. Additionally, with the large number of clubs and players in the area, marketing to the teams for jerseys would increase the consumer base. Finally, as soccer in the U.S. gains in popularity, being able to offer fan gear such as professional team jerseys and logos would further widen the consumer base. Many fans purchase items when they know they are available locally. They like being able to see the product and immediately purchase it. The products can extend beyond just attire and traditional gear such as balls and flags to bumper stickers for their cars and other types of equipment that would allow them to show their support for their favorite team. This research indicates that there would be a market for a store that directly supports not only those who play soccer but the fans as well. It also shows that many of the MLS adult fans would have the financial income to support making purchases within a recreational activity. Growth potential and opportunity for a business of your size

Presently, there are just two major retailers that provide soccer equipment Competition: Soccer Master (St. Peters 94 Crossing Shopping Center St. Peters, MO 63376) Dicks Sporting Goods (1600 Mid Rivers Mall, Saint Peters, MO 63376) and (64 THF Boulevard Chersterfield, MO 63005 (636) 536-3718) Online Websites such as Eurosport, Worldsoccershop, and ProSoccer SoccerMaster, since it focused solely on the sport of soccer for both players and fans, would mainly be the biggest direct competition. This indicates there is more than enough opportunity for a store that would directly serve the soccer players and soccer fans.

Barriers: o High capital costs---As soccer equipment is expensive, stocking a retail store will be quite costly. The needed capital to start up the company may be greater than initial profits leading to failure within the first year. o High marketing costs---This also will greatly impact the start up of this type of business. Advertising is costly and the return may not generate enough consumers to support it. o Shipping costs---This could potentially be a barrier as much of the equipment used in soccer is imported. For example, 71% of the worlds soccer balls are manufactured in Pakistan. This means that as a retailer, the cost of getting the product into the Chesterfield area could be very expensive.

Overcoming the barriers: o High capital costs 1. Investors: look at private soccer enthusiasts to invest in the store 2. Company investor: get well known brands to invest in the store. For example, we choose only one or two brands and sell only the top of the line. In exchange, those brands supply their products for free advertising. 3. Loans o High marketing costs 1. Online Advertisinguse a local web design company to create and host the stores website. Local hosting can be as low as $35 per month with an initial $30 registration fee. 2. Online Yellow Page Advertisinguse the free online services to promote store 3. Special Promotional Events o Shipping costs 1. Exchange Programs 2. Use Suppliers that Offer Free Shipping 3. Competitively Shop to find Supplies who Offer the Best Shipping Prices.

Outside Factors o Change in government regulationsincreased taxes on imported items could greatly impact the price of products offered in my store o Change in the economy Positive Change (better economy)more people have more disposable income which means they are more willing to spend money on recreation. This means more kids may play soccer and more fans may be willing to spend money on items to show their support for the sport. Negative Change (worsening of the economy)---with less money to spend, recreational activities are the first cuts many people make. This would mean less people putting their children into soccer, attending games, and purchasing sports related items.

Product: For the customers point of view the soccer equipments is going to be the highest quality, a great amount of products, different types of cleats, jerseys, soccer socks, shorts. The great amount of jerseys and the customization cleats will be a strong point for the customers, the soccer fans and the players can customize your own jersey or cleats, bringing an attractive view for those that are interested in soccer. The costumers will feel comfortable in the store because they will be conducted by a good treatment of the employee and knowledgeable service.

Features and Benefits: The major products in the business is the soccer equipment for example highest quality of cleats, soccer shoes, jerseys (include universities, MLS and most famous teams in the world). The cleats have a great tissue, the material of them are the most resistance for soccer players. The jerseys are produced with a smooth material; they are made exactly for athletics transpiration. The delivery is offered only for places around Saint Louis, adding a card of the store that shows up the website and what you can find online and a contact phone number for any kind of question or problems. Customers Age: Youth Teens University Athletes

 Adults Gender: Males (main target) Females Location: Chesterfield, MO Surrounding cities St. Louis, St Charles, etc. Online customers Income level: Upper Class Upper Middle Class Middle Class As soccer equipment is expensive, the customers must have the income base to support the sport. Industry: sports related, recreation, specifically a store that provides high quality soccer equipment and offers merchandise for the avid soccer enthusiast. Location: Central Business District, located in Chesterfield Valley, less than 2 miles from Chesterfield Mall. Size: Small business (LLC) with a single owner and anticipated initial employee base of 3-4 part time workers. Quality and price preferences: Offering the highest quality soccer equipment at midlevel price.

Competition Soccer Master Dicks Sporting Goods

 Online stores These are the three major retailers in the Columbia area. SoccerMaster is the biggest direct competition as this retailer deals specifically with the sport of soccer. Dicks Sporting Goods offers soccer equipment and fan attire, but it is limited as they do not focus solely on soccer. Additional competition will come from online soccer equipment sources. Indirect competition will come from the universities and clubs that offer team specific fan products and sell them not just to soccer fans, but, soccer fans may purchase them.

Factor

Me

Strength Weakness

Competitor A: Soccer Master 1

Competitor B: Dicks Sporting Goods 3 1 2 3 3 5 5 3 3

Importance to Customer 1 1 1 1 1 2 2 2 1

Products Price Quality Selection Service Reliability Stability Expertise Company Reputation Location Appearance Sales

1 1 1 1 1 3 3 1 5

X X X X X X X X X

1 2 1 1 3 3 1 1

3 1 2

X X X

3 1 3

3 3 3

3 2 3

Factor

Me

Strength Weakness

Competitor A: Soccer Master

Competitor B: Dicks Sporting Goods

Importance to Customer

Method Credit Policies Advertising Image 1 X 1 1 1

1 1 X

1 1

1 1

1 1

First, the overview around the advantages, it can be stated of our company the expertise and quality of the product purchased, the competitive has the same importance point over these points, but they do not have the same quality and expertise for this kind of marketing. The disadvantages are the company reputation, being the weakest point of the company comparing with the competitive, for them it is a critical point to work on, but they do have more attention on their reputation, how the store could be recognized. The price is a middle average for all, because you cannot have the highest quality and the lowest price, thus it is variable the price between the competitors. Niche: In my business has a different way to treat customers, because I am a soccer player and I know how to teach my employees to offer the better product, for a good price, being the best choice for you. The soccer store has several rare equipments, like jerseys, soccer shoes, and clits. The high quality of the products can be a strong point for the costumers, easy to find and many choices to do. Strategy: First I will start to spread the name and the location of the store around the city, for friends, for friends of friends, for college people, the soccer teams around area. After that the promotional event will help me through with the point of bring costumers, then gives them the best treatment, makes them comfortable to spend money and confident that they are buying the high quality of soccer products in the area. Promotion: The promotional plan will be hand out flyers for all kinds of soccer fan, spread it out the maximum as possible for college students, mainly the athletics. The media will be the most important way to promote my business, through the television commercials, however, it will be a quick commercial followed by a great idea, gaining an expected attention. The promotional budget will be expensive, talking about commercial on television, if I chose the way of flyers and newspapers advertisement must be a low-cost method to follow on.

To do a better job with the promotional work, it is important hire a advertisement company specialized in flyers or commercials on television, because they can do a better job, and they can get a huge amount of interested people. The target would be reached easier than doing by a random way. To start up the store will do an event for free, with some attractive and cheap gifts if you participate and come to look at the store. Promotional Budget: I will not spend more than my budget will allow. Before startup the budget will be the quantity required for the entire advertisement and helped by the investment make by a company. The money that will be use to start up will be an expensive amount of issue. The budget over the ongoing project will be returned by the purchases and orders made around the principal costumers. Proposed Location: In the location of our company I wish find many of people that can enjoy our store. The location includes a middle parking space, without interior spaces. The customers expect a the best location, preferably with surrounding stores/ Also an organized store specifically for those who are looking for soccer products in high quality. The competition is located in a different way, or not close as our company are suppose to be. That could be an advantage for well-done business. Distribution Channels: My products are sold inside the store, direct with the costumers; therefore we can work on the website, as such delivery process of purchasing.

III. Operational Plan

A. Production Most of the products will be produced internationally in factories and shipped to store locations Production techniques involve factory built products that are low in costs and can turn over reasonable profits. Customer service will be dealt with by an in-store manager and people working the floor and cash register. These people will also control inventory that is put out, brought in, and sold throughout the store (each morning and night). Inventory control and in the United States will be dealt with by outside sources.

B. Location

All Futbol will be located Chesterfield, Missouri Ideal location will be in Chesterfield valley, relatively close to Chesterfield mall. Area offers a large variety of available retail store fronts with service entrances around the rear. One building with 3 large rooms: one for equipment, one for fan apparel, and one for the practice/try it on Room. (We will need to be custom designed, so having the flexibility to build or remodel inside the store is necessary.)

This location will allow for soccer players and enthusiasts to access the store by foot, car or public transport which regularly goes through this area from all areas of St. Louis. It is also in walking distance from hundreds of other stores located nearby.

The location is easily accessible from major highway I-40 The area also offers an abundance of parking for customers

C. Personnel Number of Employees (Start up) Initially: 5 employees (2 part time cashiers and 3 full time professional salesmen with soccer experience) 5 Year Projection: 10 employees (same criteria as above) between 2 store locations. Type of Labor Needed Unskilled workers for cashier positions (can be trained) Must be enthusiastic about soccer; history of playing soccer preferred Workers with ties to the soccer community would be beneficial

Recruiting Employees Participate in job fairs with local colleges Post signs around the area, especially near the colleges Use online free job advertising sights

Pay Structure Hourly

D. Job Description Job Title: Cashier Looking for a responsible, enthusiastic, hard worker with some experience in handling cash and credit purchases. Familiarity with soccer equipment is a plus. Will train the right person. Main duties include: Working the cash register Handling sales and returns

E.

Legal environment Insurance Coverage: General Liability Insurance Product Liability Insurance Commercial Property Insurance

Other Regulations Register with Secretary of State Health and Safety regulations listed in store Local Business Licensing Sales Tax Number Federal EIN and Missouri employer withholding number Trademarked logo

F. Inventory All inventory that is kept in stock will the finished product of each good

The average amount of in stock inventory should range for 5 products for each size, type, etc. Rate of turnover is projected to be 20% Seasonal buildups will require more in stock inventory in which the number will go from 5 to 10 depending on the time of year (August and Summer) Lead-time for ordering will be two weeks in advance just in case customers want to put a product on layaway in enough time.

G. Suppliers Key suppliers are overseas (China, Taiwan, etc.) Inventory type and amount will depend on the amount of sales for that product. Nike, Adidas, and other suppliers within the United States will be a secondary option simply because it is more expensive to produce goods in the United States At the beginning, our store will not use credit or online expenses simply to prevent issues Short term delivery problems and shortages will be rarities Supply costs are steady but price changes in competition will be met equally

H. Credit Policy The first few years (2) following the store opening, credit will not be accepted in order to prevent customers from not paying. All purchases will be point of purchase and in store payments. After a while small credit sales will be allowable but the industry doesnt really have a high demand for credit use. Clientele might expect it but it can be avoided in most cases.

IV. Management and Organization

I.

Owner/Manager: Jake Hawes

As the owner, I intend on managing the store daily. It is my intention for this to be my full time career. I have an extensive knowledge of the sport and know what is needed to create great players. With my experience playing on a collegiate soccer team, I know what teams need in order to be successful. I also understand the passion that soccer fans have because I am one. I know what people want when it comes to showing their support for their favorite team. I am presently studying sports management and intend upon getting my MBA. I believe the knowledge and skills I gain from my education will be put to practical application as I open my soccer retail center (All Futbol) Skills/Experience

II. III.

Employee at Soccer Master in Cotteville, MO Played for St. Louis Scott Gallagher SC Collegiate soccer at William Woods University Bachelors degree in Sports Management at William Woods University Key Employees Floor Staff (sales)3 positions; 1 full time and 2 part time

These 3 employees will be responsible for keeping the store in order, providing customer service to patrons, making sales of equipment and other products, organizing inventory/stock, and providing support to the owner/manager as needed. When on the sales floor, their main objective is to take care of the customers. Communication skills are a must. Cashier---2 positions; both part times

Responsible for sales transactions and returns. Cashiers main job is to make sure the register area is manned at all times, responsible for the cash register, keeping the register area organized and tidy. Cashiers must be polite and good communication skills are essential.

IV.

Professional & Support Attorney: to draw up contracts or review contracts (Ex: for leasing/purchasing of the store front) and to handle legal issues that may arise Accountant: Responsible for handling the books and taxes. Insurance Agent: Responsible for assessing insurance needs and handling claims that may arise.

Banker: To oversee loans and other financial needs Mentor/Advisor: To mediate employee performance and teach them skills that apply to the field

V.
Risks to All Futbol:

Risk Management and Insurance Project

1. Liability (Ex: Customer injury in Target Shoot Room or injured trying out equipment). 2. Fire 3. Theft (Ex: shop lifting, employee theft) 4. Vandalism (Ex: external building or other equipment 5. Worker injury (Ex: hit by balls or other equipment)

Potential Losses: 1. Lawsuit 2. Loss of real property (theft or fire) 3. Income Loss (theft + lawsuits) 4. Damage to store 5. Loss of reputation due to customer reports or poor staff management

Various Tools: In order to handle these risks, All Futbol will use a combination of tools, those being avoidance and loss prevention. 1. Liability Waivers (loss prevention) 2. Fire Insurance (loss prevention) 3. Post warning signs and related statutes (avoidance) 4. Liability Insurance (loss prevention) 5. Business Insurance (loss prevention) 6. Surveillance cameras and security system (avoidance)