Advanced Rowing Instruments – Business Plan & Final ... - Saket Vora

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2.2.4 Brand Establishment Figure 2.6: Interest in Trying a New Company Critical to successfully breaking into a dominated market will be to establish a brand recognition. We will accomplish this in several ways: Figure 2.7: ARI Logo 2.3 Sales 2.3.1 Overview • Purchasing print and Internet advertisements in popular rowingrelated media, such as <strong>Rowing</strong> News, Rower’s Almanac, and Row2K.com. • Creating banners with ARI logos for display at regatta • Distributing ARI product posters at rowing related stores • Offering freebies with ARI branding at regattas • Community extension into message boards Due to the seasonal nature of the sport of rowing, the sales cycle for rowing products features a unique pattern compared to other consumer electronics. The fall season begins in September 20
and the spring season begins in March. The bulk of our sales will occur during this time frame, with a smaller amount of additional sales occurring throughout the seasons and the summer for replacements. For teams that have models by our competitors, there will be a lag period from the time those products need to be replaced and our product would be a viable alternative. The sections below describe the channels through which we intend to sell our product. Another goal of ARI is to actively enter the international market in order to capitalize on the greater number of rowers and the popularity that rowing enjoys overseas, particularly in the European and Australian markets. 2.3.2 Direct Sales Direct sales consist of sales made via phone calls or regional representatives directly to the end customers. Phone calls could be prompted by viewing print or Internet advertisements, word of mouth advertising, or not being comfortable with purchasing over the Internet. Regional representatives are a common way rowing related companies interact with boat clubs by region, and ARI will adopt a similar approach to help facilitate sales in this channel. Regattas A major component of marketing and advertising will be made through attending regattas. Boat manufacturers and distributors as well as other companies who produce rowing-related products make frequent appearances at numerous regattas throughout the year in order to develop relationships with consumers, be on hand to answer questions or show their wares, and to obtain constant feedback from their consumers. Regattas will also serve as an opportunity for teams to purchase our products directly from us. These are important events, due to the relatively large number of teams that appear at Regattas, their regularity during the rowing season, and the significant amount of ’downtime’ between races that occurs. E-Commerce In order to reach consumers we cannot meet at regattas and to reach teams from across the country, we will develop an online store where consumers can purchase their products easily and securely. This is standard practice among our two primary competitors. 2.3.3 Boat Distributors & Retailers Ultimately, we will make partnerships with boat manufacturers and distributors. With these partnerships, our products will be offered to consumers when they are purchasing boats, so they can choose to add our products to their order. The retailers will then purchase the products through our company. This will streamline sales for consumers who wish to buy all their products at once from the same retailer. This is currently done at some retailers with Nielsen-Kellerman products. 2.3.4 International Sales There are new competitors that enter the picture when considering the international market. Row- Data, which operates out of UK and CoxMate, which operates out of Australia, are the only two manufacturers to truly speak of, and through anecdotal analysis the market share situation is same 21
Page 1 and 2: Advanced Rowing Instruments WIN BAS
Page 3 and 4: Acknowledgments Special thanks go t
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April 2007 Sunday Monday Tuesday We
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Appendix C Design Day Plans 73
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Marketing Figure C.2: ARI Design Da
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MERCURY DATA-DRIVEN DECISIONS 77 Fi
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Appendix D Functional Specification
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Appendix E Virtual Employee Job Des
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Advanced Rowing Instruments Interna
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Appendix F Call Logs 85
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Appendix H Component Datasheets (Se
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1 TMS320VC5509A Features � High-P
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High-Performance Modified RISC CPU:
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The Freescale accelerometer is a su
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+X X OUT @ +1g = 2.13 V Y OUT @ 0g
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® DESCRIPTION The TDA 2003 has imp
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Appendix I Industrial Design Docume
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Figure I.1: Refined Final Design 11
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Figure I.3: Final Design Direction
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Figure I.5: Case Top View 118
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Figure I.7: Case Bottom View 120
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Figure I.9: Case Side View 122
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RI Coaches Survey file:///C:/Docume
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ARI - Email Correspondence with Eam
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Advanced Rowing Instruments Near Co
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FAT, 51 features, 52 foam model, 74
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