Document 3

B 499B 02
Kyra Foerster
March 1, 2016
Document 3: Market Analysis
Executive Summary
This report gives an overview of the Sports Coaching industry as well as our Target Market,
Market Share, Pricing, and Regulations. The Sports Camp LLC is a camp designed to teach
youth ages 12-18 the fundamentals in football. Our camp is located in Utah County and runs two
sessions in June.
Industry Definition and Outlook
IBISWorld labels our industry Sports Coaching and it includes sports day camps and one-onone athletic training to youth ages 10-19 (IBISWorld, 1999-2016). This industry is dependent on
the number of youth in the target market as well as disposable income (IBISWorld, 1999-2016).
The current sport camp industry is thriving off the competitiveness of school sports (IBISWorld,
1999-2016). Student athletes desire to improve their skills and abilities so that they can have
excel beyond their opponents and stand out to college and professional scouts (IBISWorld, 19992016). Our industry also is impacted by the professional sports franchises (IBISWorld, 19992016). The more popular that the NFL is, the more youth want to hone their skills in their desire
to make a career out of football.
Target Market
Our target market is junior high and high school football athletes and their families. We will
target parents, who will be paying for camp and bringing their kids to camp. We will also target
the youth to get them to convince their parents to send them to camp. Our target market is
located in Utah County and are families in the middle class that have more disposable income.
More families have dual-incomes and are looking to provide entertainment for their kids during
the summer when school is out. Many kids use the summer to get ready for fall sports. We will
target both these groups in our marketing.
As of July 1, 2014, there are 34.9 percent of Utah Countys population (560,974) under the age
of 18 (United States Census Bureau, n.d.). That equates to 195,780 youth in the county. There are
78 high schools in Utah County with enrollment with 60,889 high school students enrolled
(Highschools.com, n.d.). Forty-seven are public high schools and 22 are charter schools (Public
School Review, 2003-2016). There are also 40 public middle schools serving 34,985 students
(Public School Review, 2003-2016). For schools in Utah, there is an average of 83 players on an
11-man team (NFSH, 2015). Even though not all schools have a team, we are recruiting youth of
all skills, including beginner, that may or may not be participating in the school football team.
The number of high school football players in Utah County, using the above data, would mean

that our potential market is 6,474 youth. We would also factor in junior high students as well, but
data is lacking for specific numbers. However, it is expected that in the United States, youth ages
10-19 will decrease slowly (IBISWorld, 1999-2016). But participation in sports camps may
increase through the year 2020 (IBISWorld, 1999-2016).
Market Share and Pricing
Right now our camp is designed to host 42 students per session. In year one we will have two
sessions, one for junior high and the other for high school students. This gives us a market share
in year one at 0.6 percent. We could open up other sessions this summer to increase our market
share. The large potential market is great and with little competition in the area, we could bring
in more market share as we can manage it.
We will price our camps to be more affordable than other camps. We are priced at $100 for junior
high students and $150 for high school students. We have plans to increase as camp gets closer,
similar to All Poly Sports. Nationally, our competition within Utah is small, as only 1.1% of the
sports camps in the nation reside in this state (IBISWorld, 1999-2016).

Regulations
Most regulations are for the schools and are determined by the state (NFHS, 2012). These
include when play starts, how many refs, and medical staff requirements (NFHS, 2012). Because
we are a third party, private company, there are not regulations as specified by the National
Federation of State High School Associations.

References
Highschools.com. (n.d.). High Schools in Utah County. Retrieved from
Highschools.com: http://high-schools.com/directory/ut/counties/utahcounty/49049/
IBISWorld. (1999-2016). Sports Coaching Industry. Retrieved from IBISWorld:
http://clients1.ibisworld.com.byui.idm.oclc.org/reports/us/industry/currentperf
ormance.aspx?entid=1542
NFHS. (2012). General Football Survey. Retrieved from National Federation of State
High School Assocation: https://www.nfhs.org/media/727286/general-footballsurvey-summary-2012.pdf
NFSH. (2015). Participation Survey Results. Retrieved from National Federation of
State High School Associations:
http://www.nfhs.org/ParticipationStatistics/PDF/201415_Participation_Survey_Results.pdf
Public School Review. (2003-2016). Utah County Public Middle Schools. Retrieved
from Public School Review: http://www.publicschoolreview.com/utah/utahcounty/middle
United States Census Bureau. (n.d.). Quick Facts Utah County. Retrieved from
United States Census Bureau:
http://www.census.gov/quickfacts/table/PST045215/49049