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This sample marketing plan was created with Marketing Plan Pro software.

Velocipede/Snowpede is a start-up company.  Marketing is critical to success and profitability.  The store offers rentals of bicycles and snowshoes as well as guides for places to use the equipment.

Market Summary

Velocipede/Snowpede possess good information about the market and knows a great deal about the common attributes of the most prized and loyal customers. Velocipede/Snowpede will leverage this information to better understand who is served, their specific needs, and how Velocipede/Snowpede can better communicate with them.

Market Analysis

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Market Analysis
  20012002200320042005 
Potential CustomersGrowth     CAGR
Out-of-towners9%35,64538,85342,35046,16250,3179.00%
Locals9%39,85443,44147,35151,61356,2589.00%
Other0%000000.00%
Total9.00%75,49982,29489,70197,775106,5759.00%

Market Needs

Velocipede/Snowpede is providing its customers with a wide selection of cycling and snowshoe rentals. Velocipede/Snowpede seeks to fulfill the following benefits that are important to their customers.

  • Selection: a wide choice of rental options.
  • Accessibility: the patron can rent all products from the store front.
  • Customer Service: the patron will be impressed with the level of attention that they receive.
  • Competitive Pricing: all products will be competitively priced relative to true competitors, as well as substitute competitors like other leisure/active activities.

The market trend in the outdoor activity industry is an increased participation of different sports.  For example, people that road ride are now trying mountain biking based on the assumption that they will enjoy it because of their other preferences.  This trend can be explained by several factors:

  • Sports enthusiasts are branching out to similar sports to revive their excitement for the primary sport.
  • People are trying new activities to broaden their range of exercise options.
  • People are trying snowshoes as a way of extending the period for hiking.

Market Growth

In 1999, the global sports rental market reached $265 million in revenue.  This market is estimated to grow at 9% for the next several years.  The growth can be attributed to several factors:

  • An increase of physical activity by people.
  • The movement toward a more health conscious lifestyle.
  • The desire to try out equipment before purchasing.

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Velocipede/Snowpede.

Strengths

  • Strong relationships with vendors.
  • Excellent staff who are highly trained and very customer attentive. 
  • Wide selection of rental products.
  • Excellent maps/trip guides to lead customers.

Weaknesses

  • Less visibility relative to the large chain of bicycle shops.
  • The lack of a full service bicycle shop which many people will check first for rentals.
  • A consistent market to sell previous years rentals.
  • The struggle to constantly stock state of the art equipment.

Opportunities

  • Growing market with a significant percentage of the target market still not aware that Velocipede/Snowpede exists.
  • The growing popularity of equipment intensive sports.
  • Eugene is an ideal location.

Threats

  • Competition from local competitors that respond to Velocipede/Snowpede superior product/service offerings.
  • A slump in the economy that reduces customer's amount of disposable income.
  • Poor weather for outdoor activities.

Competition

Currently, there are three retail bicycle shops that rent bicycles and four retailers that rent snowshoes.  They also sell books with suggested rides. Velocipede/Snowpede Borrow Bank will, in addition to renting the equipment, include detailed maps for customers to follow.

Service Offering

Velocipede/Snowpede offers a rental service for a variety of bicycles (road, mountain, and tandems) as well as snowshoes and poles.  In addition to the rental of the equipment, Velocipede/Snowpede offers detailed maps of suggested rides and hikes included with a rental.  While competitors will have employees who can make suggestions of where to ride, Velocipede/Snowpede offers a detailed map so all you need is the rental, the map, water and food, and ambition.

Eugene offers national class cycling and therefore it makes perfect sense to offer rentals.  The road riding is available directly outside of Eugene, one simply needs to roll the bike off the sidewalk in front of Velocipede/Snowpede and you are enroute for an amazing road ride through the many different valleys and mountain ranges. Eugene also offers wonderful mountain biking in the Costal Range, Cascades, as well as the foothills of both.  While these rides generally require a car to get to the trailhead, there are many different rides within 40 minutes of Eugene.

A large deposit will be taken, or a hold of funds with a credit card, to discourage theft.  It is common to have theft occur when there is no deposit or the deposit is small.

Eugene has two different roads that head up into the Cascades.  There are many areas directly off the highways that are wonderful for snowshoeing.

Keys to Success

  • Super friendly staff.
  • Knowledgeable employees.
  • Large selection.
  • Wide range of business hours.

Critical Issues

Velocipede/Snowpede is still in the speculative stage as a retail store.  Its critical issues are: continue to take a modest fiscal approach; expand at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to.  Continue to build brand awareness which will drive customers to Velocipede/Snowpede.

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