Bucktown Lacrosse: Marketing PlanThe Backbenchers:Abhishek Modak, Anil Singh, Chris Voss, John Wyant

A Company Overview

Bucktown Lacrosse• Founded in January 2014 by Alex and Joe• Local operation focused on vertical growth• Mission statement 

o Uses a “practice more, compete less” model

o Building character with young players

• Emphasis on growth and development of players has led to 95% retention rates

• Offers box and on-field lacrosse with elite coaching staff

• No current marketing budget

• Free Social Media Publicity

o Twitter (@BucktownLax)

o Instagram (@bucktownlax)

o Snapchat (bucktownlax)

o Teamsnap

• Word of Mouth (Most Effective)

Current Situation

Current Target MarketMainly targeting boys for both on-field and box lacrosse, target age 7-15 years

Lacrosse Market Needs:

✓ skilled coaching

✓ development of all American character

✓ girls lacrosse options

✓ early adoption, “little league”

✓ humble and passionate coaches

Market Trends and Growth• Among Fastest growing team sport in US

• Lacrosse is 10th most popular sport in USA for girls

• 500% growth between 1990-2008 at high school level nationally

• 93% of lacrosse players under age 18

• Main Competition from Soccer in the Youth age group

• Bucktown LAX has about 15-20% of the local market

• BOX Lacrosse is also growing in popularity

• RTP is 4th Fastest Growing Metro in US

SWOT Analysis STRENGTHS WEAKNESS

Zero Marketing spending - strong word of mouth marketing Lack of Partnerships with Businesses

YoY growth since Inception - Debt Free and High Retention Rates Lack of Sponsorships

First Mover Advantage in Box Lacrosse Limited Community Outreach

Personal oversight from owners Lack of relationship with other Coaches/Institutions

Reputed Coaches Alex and Joe also manage full time coaching jobs

OPPORTUNITIES THREATS

Expanding Youth and Girls market for Lacrosse Well established Competitors

Rapidly increasing Lacrosse popularity in RDU region Soccer increasing popularity

UNC Men’s Lacrosse 2016 NCAA title Cost of playing Lacrosse higher than many other sports

Reducing popularity of Baseball among Youth Established competitors have started Box Lacrosse

Growing RTP region Lacrosse does not have same level of exposure as Soccer, Basketball

Competitior AnalysisBucktown has 3 main competitors within Raleigh region: Youth Lacrosse System, Red Devil and Carolina Cannons

YLS:

• They claim to develop leadership skills and character.

• Three regulation athletic fields at South Wake lacrosse park.

Red Devil:

• Tryout classes starting $10.

• Recent addition of cage lacrosse.

Competitior Analysis

Carolina Cannons:

• Oldest lacrosse training program(16+ years in region) • Partnership with Triangle Orthopaedics Associates• 8 coaches have provided coaching at NCAA Div 1 or Team USAAll of the competitors actively use social media and word of mouth advertising.

Bucktown Product Offering

BOYS GIRLSOffering Type On Field Box On Field BoxCamps X X    Clubs X X    Clinics X X X XTournaments   X    Rec Leagues X X    

Note: Box leagues are the most popular, especially tournaments

Marketing Strategy• All American People

• “Practice more, Compete less”

• Grades are important too

• Everyone gets a chance!

• Catch the Fast Break

Marketing Tactics

Target Market

• Girls lacrosse market is calling• Educate and Promote• Lure of BOX Lacrosse for older

kids

Target Market

• Get to them in the little league○ YMCA, School events, Children's

activities

• Reach out to the migrating birds

○ School events, local sporting events

○ Google Adwords such as RDU lacrosse or triangle lacrosse

Product

• Unique Product Proposition• Product Trademarks

○ Bucktownlax.com

○ Facebook Official fan page

○ Instagram, Snapchat, Twitter pages

○ Custom Apparel by Boathouse Sports

Price

• Lacrosse equipment is expensive ○ $200 for females, $500 for males

○ Bucktown provides goalie equipment to lower cost

• BBLL Entry Fees - $225/season• Tournament fees - South Box

Invitational Tournament - $1400 per team

Price

• Cost of Player acquisition• Scholarships available on need basis• Higher program fees vs competition

Place

• Sports Crazy Triangle Area○ Population 1 million and

growing

• Target the greater triangle region

○ Grow the program to adjoining areas such as Durham, Chapel Hill

Conventional Promotion• Local community relationship

o YMCA & kids organizations

• Retailer Sponsorships

• US sponsors○ USBOXLA

○ Under Armour

• Advertising during BBLL○ Local Sponsors

Social Media Promotion

• Facebook/Snapchat/YouTube/Instagram

• More 2 way communication on Twitter

• Teamsnap○ Schedule communication

SEO/SEM• Bucktownlax.com

o Local buzz words

o Motivational content

o Testimonials

o Google Adwordso Limit region to Research

Triangle

o Lacrosse lexicon related

Recommendations

• High Quality Coaching staff

• Partnerships with community organizations

• Health Benefits• Contact person for the

program• Add testimonials/Reviews

Financial Summary

Financial Breakdown

Item Cost Units Tota l

Coaching Fee $750 2 $1,500.00

BBLL goal ie equipment$40 4 $160.00

YouTube hi ts $0.25 80 $20.00

AdWords  da i ly budget$35 30 $1,050.00

Bing Words  dai ly budget$20 30 $600.00

Sales/Comm hire $100 8 $800.00

Total cost $4,130.00

Camp charge $120 12 $1,440.00

Field s ign ups $225 12 $2,700.00

Total Revenue $4,140.00

Total Margin $10.00

Costs  and Break-Even Revenue Requirements

Fall 2016 Winter 2017

Spring 2017

Summer 2017

Fall 20170

5

10

15

20

25

Sales Projections to Fall 2017

Girls CampNew Boys BBLLNew Junior Field

Google AdWords Search Comparison

Search Term Potential  Searches Bid Success  Rate Estimated Cl icks Expected Avg Price Monthly Cost Dai ly Budget

cary lacrosse 297 9.7% 29 $3.10 $89.31 $2.98

apex lacrosse 297 10.4% 31 $2.95 $91.12 $3.04

raleigh lacrosse 297 9.2% 27 $3.20 $87.44 $2.91

cary gi rl s  lacrosse 297 13.3% 40 $3.35 $132.33 $4.41

girl s  lacrosse 297 8.1% 24 $2.70 $64.95 $2.17

youth lacrosse 297 7.6% 23 $2.70 $60.94 $2.03

cary youth lacrosse 297 11.0% 33 $3.00 $98.01 $3.27

triangle lacrosse 297 8.9% 26 $3.10 $81.94 $2.73

rdu lacrosse 297 7.7% 23 $2.85 $65.18 $2.17

girl s  lacrosse camps 297 9.4% 28 $3.00 $83.75 $2.79

TOTAL $28.50

Sales Forecast• Successful growth of junior class• Girls’ camp starts with small enrollment• Numbers below based on spring 2017 expansion for girls and junior

league

Type Cost Per Number Tota l

Girl s ' Camp $120 20 $2,400

New Boys  BBLL $225 20 $4,500

New Junior Field $225 9 $2,025

Total Sales $8,925

Sales  Projections  for Fal l  2016

Control Measures• Google AdWords, YouTube, and Bing Words analytics• Survey results correlation• Hits via social media

Q&A