Ryan Bodensteiner

1. Ryan's Sporting Goods Ryan Bodensteiner

2. Executive Summary • Ryan’s Sporting Goods will do the following to succeed: • Provide athletic apparel, equipment, and merchandise • Locate at 6th and Wakarusa • An untapped area • Appeal to active adults and youths (12-40 year olds) • Implement a three pronged marketing strategy • Advertising, location, and word-of-mouth • Rely on a sound financial plan that will quickly enable the store to make a profit

3. Mission Statement Ryan’s Sporting Goods will provide affordable apparel, quality merchandise, and useful athletic equipment to the citizens of Lawrence and Douglas County. We will accomplish this goal with competitive prices in a fair, professional manner.

4. Business Environment • Lawrence economy has been growing for the past eleven years • Over 80,000 residents in Lawrence • Only three local competitors • None provide a comprehensive supply of equipment

5. Business Environment Cont. • 20-24 year old age group is the largest demographic in Lawrence (19.3%) • Typically active group that enjoys athletics • Store appeals to this demographic as well as teenagers and athletic adults • Target Market will be 12-40 year olds • Location will be near 6th and Wakarusa • Growing area of Lawrence • Substantial drive-by traffic at this location

6. Management Team • Five employees including myself • Two part-time salespeople, one other part-time employee, and a full-time assistant manager • The part-time employees will need the following: • Good social skills • Knowledgeable about sports • Experience or education • Ambition

7. Management Team Cont. • The assistant manager and I will need the following: • Social skills • Education or experience • Financial knowledge • Sports knowledge • Organizational abilities • Promotional talent • Intelligence

8. Financial Data • $36,500.00 start-up money • I will invest $18,000.00; thus, I need an $18,500.00 loan • $500,000.00 in sales the first year • Net profit ranging from $25,000.00 in the first year to nearly $26,000.00 in year three • Break-even point will be $730,000.00 in sales

9. Marketing Plan • Three pronged marketing strategy • Business location including one lighted sign • Positive word-of-mouth • Local media advertising including flyers and television • $6,000.00 marketing budget • Store appeals to the active, athletic Lawrence residents

10. Marketing Plan Cont. • Products include apparel ($10.00-$25.00), equipment ($20.00-$50.00), and merchandise (under $5.00) • 2.2% sales increase in the second year and a 1.3% increase for the third year

11. Conclusion • Small risks are involved in the business proposition • Possible recurrence of the recession • Three sporting goods stores are enough • Management team availability • Fluctuating expenses • Risky marketing plan • All of these are easily refuted and are minute compared to the apparent advantages

12. Conclusion Cont. • Ryan’s Sporting Goods has a sound strategy that ensures success • An untapped location • A safe, effective marketing strategy • An efficient management team • A reliable financial plan • The result is surely a successful, profitable business that will be a staple in Lawrence and Douglas County