Marketing Plan Guardian Athletics

Guardian Athletics Marketing PlanJason KruegerJohn EcksteinAllison Rice

Savannah Young

GUARDIAN ATHLETICS MARKETING PLAN 1

Table of Contents

COMPANY OVERVIEW.................................................................................................................... 2

HISTORY................................................................................................................................................ 2

BUSINESS MISSION............................................................................................................................ 3

PRODUCT OVERVIEW..................................................................................................................... 3

CONSUMER OVERVIEW.................................................................................................................. 4

COMPETITOR OVERVIEW............................................................................................................. 4

CLIMATE OVERVIEW...................................................................................................................... 6

SWOT ANALYSIS................................................................................................................................ 7

CURRENT MARKETING PLAN...................................................................................................... 8

SEGMENTATION AND TARGET MARKET DECISIONS......................................................8

SHORT TERM OBJECTIVES (6 MONTHS).................................................................................9

LONG TERM OBJECTIVES (1 - 2 YEARS)...............................................................................11

POSITIONING STATEMENT........................................................................................................ 11

TAGLINE.............................................................................................................................................. 11

PRODUCT............................................................................................................................................ 11

PLACE (DISTRIBUTION)............................................................................................................... 12

SOCIAL MEDIA USE........................................................................................................................ 14

PRICE.................................................................................................................................................... 14

PROMOTION...................................................................................................................................... 15

OPERATIONAL PLAN..................................................................................................................... 16

REFERENCES..................................................................................................................................... 18


Company Overview

Guardian Athletics was founded in 2008 by Jeff Chambers, Head Athletic Trainer at Minnesota State University, Mankato. His field of study and the amount of neck injuries he has seen first-hand led him to the decision to create a device that slows down the neck at the impact of a hit and reduce the chance of concussion and neck injury. Guardian Athletics aims to provide football players with the first neck collar that prevents concussions and other head and neck injuries (Guardian Athletics Business Plan, 2015)

Due to Guardian Athletics recent growth as a company, the Board of Directors is composed of three people. Jeff Chambers, the founder and CEO of the company, has prior experience as an athletic trainer for the last 20 years and witnessing so many head and neck injuries in this field gave him the idea for this concussion-prevention football collar, (Guardian Athletics Business Plan, 2015). Todd Tanhoff is the President of the company, and is the Co-owner at Computer Technology Solutions Inc. for the last 12 years, (Guardian Athletics Business Plan, 2015). The third associate is Stacey Edward Jones, who is the legal and business Attorney for Guardian Athletics. She is a partner at Jones and Magnus, Attorneys at Law and has been practicing law in Mankato for the last 10 years, (Guardian Athletics Business Plan, 2015).

Guardian Athletics is located in North Mankato, Minnesota and currently run out of Jeff

Chambers' home. To this point, he has invested $30,000 in a patent for his product. He is seeking investors for $200,000 to be able to manufacture, and place the Kato Kollar product in the market. The production cost of the neck collar would be $60, purchase cost for distribution would be $125, which leads to a retail purchase price of $250 per collar when it is available on the market (Guardian Athletics Business Plan, 2015). An in-depth timeline of the company's history is listed below.

History

2007Jeff Chambers received $5,000.00 award for winning the Brian Fazio Business Creation Project through Greater Mankato Growth. 2008Initial computer-aided design (CAD) drawings completed. 2009Drawings were taken to Rolco Plastics in Kasota, Minnesota in March. CAD drawings and design for prototype of Kato Kollar were completed in October. 2010Initial service-level agreement (SLA) prototype of Kato Kollar was attained. Prototype air bladders were obtained.


2011In January, US Patent Application for provisional patent filed by Mr. David Black, Officer and Patent Attorney from Schwegmann-Lundberg-Woesser in Minneapolis. 2012Final dimensions of CAD completed with Ken Schomburg of Evolution Product Development Inc. Second SLA Prototype of Kato Kollar was attained. 2013Attained three base collars made via 3D Printing by RedEye by Stratass in Eden Prairie, Minnesota through Bill Remick, Account Manager. 2014Attained the completed foam overmold for the three base collars from Federal Foam Technologies Inc. in Ellsworth, Wisconsin through Greg Windsperger, Sales Manager and Dan Duval, Manufacturing Engineer. 2015Changed name from Kato Kollar, Inc. to Guardian Athletics, Inc.

Business Mission

"The mission of Guardian Athletics is to develop a line of player safety equipment that

will revolutionize how we currently view concussion prevention with head and neck injuries, by providing protection within every direction."

Product Overview

The Kato Kollar is designed to prevent extra motion in multiple directions by limiting the range of the head and neck following a blow or force to the body, which primarily causes a concussion. A concussion is a traumatic brain injury that alters the way your brain functions. Effects are usually temporary but can include headaches and problems with concentration, memory, balance and coordination. Although concussions usually are caused by a blow to the head, they can also occur when the head and upper body are violently shaken. These injuries can cause a loss of consciousness, but most concussions do not. Because of this, some people have concussions and do not realize it (Mayo Clinic, 2015).

With concussions becoming a vital concern in football, this product is a much safer option for athletes to use while playing the sport without experiencing a reduction in performance. Due to the head and neck remaining mobile in all positions with Kato Kollar in place, the athlete maintains the visibility necessary to play at the highest level. The product consists of a semi-rigid plastic, which forms the base of the collar with a softer, more flexible plastic over the base portion of the collar (Guardian Athletics Business Plan, 2015). Three inflatable air bladders can be placed within the semi-rigid portion of the collar to limit, but not restrict motion of the head and neck (Guardian Athletics Business Plan, 2015). The air bladders are approximately 1 ¾”x 3” sections which can be individually placed in the base and


individually inflated to prevent and decelerate the desired movement of the head and neck (Guardian Athletics Business Plan, 2015). The Kato Kollar’s design places the parts in an ideal position to receive the helmet after a blow.

The product includes two key items that slow down the neck on impact. There is the flange, that Webster's dictionary defines as an edge that sticks out from something (such as a wheel) and is used for strength, for guiding, or for attachment to another object; and the riser which is a piece of plastic that places the flange at the correct height and distance from the helmet to allow full range of motion of head and neck, yet restricts movement to the extreme passive range where severe injuries happen (Guardian Athletics Business Plan, 2015). There is an upper flange at the base of the riser, which is semicircular in shape and flayed at an angle away from the helmet to better receive the helmets which are circular in design and shape. The riser is also hollowed out around the spine to distribute the force to the shoulders, as is the case in some preventative neck collars (Guardian Athletics Business Plan, 2015).

This collar is uniquely fixed directly to the body, allowing it to function independently of shoulder pad movement. Two methods of holding the collar in place are being explored; a prototype shirt and a strapping mechanism attached to a shirt with Velcro to hold the collar place (Guardian Athletics Business Plan, 2015). Currently these two avenues are being further explored with several prototype shirts having already been made. The design of this shirt will also be patented (Guardian Athletics Business Plan, 2015).

  Consumer Overview

Guardian Athletics does not currently have any consumers because there is no product to

sell at this time. However, they do have ideas of potential consumers when their product is released. One of those consumers is any person involved in contact football in the United States. Football is a contact sport, and the likelihood of collision is very high. Collisions in sports can often cause major injuries to the body including head and neck injuries. Football players need some sort of protective gear to help protect against and reduce any harmful injuries like concussions that could ultimately cause brain damage.

Another target consumer would be Athletic Trainers. The main job of an Athletic Trainer is to look out for the safety of the athlete's. This football collar is a piece of equipment that Athletic Trainers would be able to use for specific players who are prone to concussions, to try and prevent re-injury in future practices or games. After the company grows and stabilizes, the demographics and target markets will expand to anyone involved in extreme contact sports (hockey, bull riding etc.) and any career field (military, firefighter, SWAT etc.) who use helmets for protection (Guardian Athletics Business Plan, 2015).

Competitor Overview

The main competitors for Guardian Athletics include other football collars. Considering the number of different collars available to the public, the similarities in their purpose and their low prices, they are the competition that Guardian Athletics is working against. Each of


these companies are well-known through their marketing efforts and easily accessible through other retailers and through their own websites

Kerr Collar The Kerr Collar is a product under the Kerr Sports Company. According to the Kerr

Collar’s website, the purpose for this collar is to reduce head and neck movement in collisions, just as the Kato Kollar aims to do. The Kerr Collar offers three different sizes of collars: medium, large and extra-large. Each Kerr Collar costs $150. In their marketing efforts, they have their own website in which anyone can order football collars from. They have created an online presence using social media outlets such as Facebook, Twitter and Instagram, Twitter being the most updated social media outlet. Kerr Collar uses search engine optimization, making it easy to find their brand of protective football neck collars. They utilize search engine optimization by using key words such as football neck collar, and Kerr Collar in the search engine. Both groups of words puts the Kerr Collar on the first page after these words are searched. The Kerr Collar can be purchased through the Kerr Sports website itself, Amazon, and Dick's Sporting Goods. McDavid Cowboy Collar

McDavid USA is a company that focuses on providing sports medicine and sport protection products for athletes. Just as the Kato Kollar aim's to reduce brachial plexus injuries, the McDavid Cowboy Collar does the same. According to the McDavid USA website, the McDavid Cowboy Collar is offered in two different sizes: regular and large, each costing $45. As a company, they are active in social media using Facebook, Twitter, YouTube, LinkedIn and Google+. They do not use search engine optimization as well as they could, however when you specifically type in 'McDavid Cowboy Collar,' the website link was the first to come up on the page. The McDavid Cowboy collar can be found and purchased directly from the McDavid USA website or on Amazon. Douglas Butterfly Restrictor

Douglas Pads and Sports, Inc carry the Douglas Butterfly Restrictor. Its function is to protect athletes against potential head and neck injuries, focusing on stingers, which is also a function of the Kato Kollar. It is a one size fits all type collars just as the Kato Kollar is designed to be. As reported by the Douglas Pads and Sports website, the Douglas Butterfly Restrictor costs around $58 per collar. Douglas Pads and Sports has online presences with their own website and some social media such as Twitter, Facebook and LinkedIn. They have strong search engine optimization coming up on the first page when searching protective football neck collar. The Douglas Butterfly Restrictor can be purchased through many different retailers including Sports Unlimited, Amazon, Sports Authority, Kohl's and others. Other Competitors

Helmets are an obvious competitor to the Kato Kollar. Although, the Kato Kollar won't affect helmet sales, it is important for Guardian Athletics to establish a need for our product over newer helmets. Athletic directors are forced to spend wisely as athletic department budgets are being heavily scrutinized. Another competitor would be concussion preventing skull caps, which are worn underneath the helmet. These products are often sold at a low cost, and aren't as effective.


Climate Overview

Economic Trying to sell a product for an extracurricular activity at $250 may be out of the price

range consumers are willing to pay, due to potential economic struggles such as recessions. "Downturns are stressful and typically increase people’s desire for simplicity," (Flatters and Willmott, 2009). According to Guardian Athletics' competitors, most other collars cost significantly less. Consumers may be willing to purchase a less expensive football collar to save money in economically tough times. By selling the Kato Kollar directly to the consumer versus through a retailer, it would reduce the price to $150 per collar. Reducing the price would make it more affordable to consumers, while maintaining the quality of the product and keeping up with competitors.

Social and Cultural Concussions are currently one of the largest issues within the sport industry, specifically

contact sports. "The nation's largest youth football program, Pop Warner, saw participation drop 9.5 percent between 2010-2012, a sign that the concussion crisis that began in the NFL is having a dramatic impact at the lowest rungs of the sport," (Fainaru, 2013). Parents are seeing more tragedies involving concussions and head injuries in football, creating hesitation to allow their children to participate in football early on. Participation rates in football will drop immensely the more prominent concussions become. The more concussions an athlete has, the more prone to brain injury they become. "A repeat concussion that occurs before the brain recovers from the first...can slow recovery or increase the chances for long-term problems. In rare cases, repeat concussions can result in brain swelling or permanent brain damage and can even be fatal," (Centers for Disease Control, 2015). The Kato Kollar significantly reduces the risk of concussions and could potentially change the parents' attitudes toward football if educated about this product.

Political The NFL and NCAA are ensuring player safety through rule changes to be proactive

in preventing as many concussions as possible. "The reworded rules prohibit a player from launching himself off the ground and using his helmet to strike a player in a defenseless posture in the head or neck," (NFL.com, 2012). "The old rule only applied to receivers getting hit, but now it will apply to everyone." Another similar rule was implemented to protect "defensive" players from concussions. "an offensive player who is attempting to catch a ball that's been intercepted will be ruled defenseless and cannot be hit in the head or neck area by the intercepting team as possession changes or a penalty will be enforced," (Reyes, 2015). The NCAA is also taking precautions to help keep the number of concussions at a minimum. They now have a rule that limits the amount of live contact practices per week during preseason, regular season, postseason, bowl season and spring practice, (Solomon, 2014). The NCAA defines live practices as "any practice that involves live tackling to the ground and/or full-speed blocking," (Solomon, 2014). "Live contact practice may occur in full-pad or half-pad." The NCAA also has a "Helmet Off" rule that is put in place to ensure the safety of all football players. "The ‘Helmet Off’ Rule in college football states that if a player’s helmet comes completely off through play, other than as the direct result of a foul by an opponent, the player must leave the game for the next down," (NCAA Sport Science Institute). This rule makes it so


the player can be checked out by an athletic trainer to make sure there's no injuries to the player and also to readjust the helmet so it provides the most protection against concussions and other head and neck injuries.

Ethical High school football players are twice as likely to suffer a concussion as a college

football player (Breslow, 2013). Youth participation rates are dropping in football by nearly 10% from 2010-2012 (Fainaru, 2013). With all of these headlines on the news, administrators, coaches, and trainers alike are all forced to determine what ways they can reduce head injuries for their respective teams. One way that they can help it is through proper coaching or they can guarantee the safety of their players through the Kato Kollar.

Trends With concussions becoming more of a problem in football, people are taking more

precautions to prevent injury and re-injury. Individuals are more interested in buying the product that is going to contribute to preventing a concussion and giving a full range of motion while playing.

Legal The NFL recently had a lawsuit settlement of over $765 million (Associated Press,

2013). The agreement provides up to $5 million per retired player for serious medical conditions associated with repeated head trauma.While the lawsuit was a combination of hundreds of actions brought by more than 5,000 ex-NFL players, the settlement applies to all players who retired on or before July 7, 2014 (Almansy, 2015).

Technology The technology of the Kato Kollar is very modern due to the shirt on which the collar

connects.. It allows for the collar to move with the individual, compared to other collars that move with the shoulder pads. The air bladders of the collar are also a unique portion of the KATO Kollar because they are pressurized individually to cater to the support that each individual wants and needs in contact sports.

SWOT Analysis

Strengths Guardian Athletics has many strengths when it comes to the Kato Kollar. First, it reduces

the force that may cause concussions. The air pockets included in the collar itself absorb a significant amount of the force when there is a collision, protecting the head and neck from injury. This is an aspect of the collar that separates itself from their competitors. This collar is also made to prevent re-injury to athletes who have already had problems in the past with concussions or any brachial plexus injuries. Compared to other collars, the Kato Kollar provides full range of motion for the head and neck, allowing players to see oncoming hits and prepare for them. The collar attaches to the person themselves rather than attaching to the shoulder pads. This creates the ability to move freely with the neck collar, instead of being restricted by the shoulder pads. Another strength that Guardian Athletics has is that Jeff Chambers is well-known throughout the United States.


Weaknesses

The lack of funds for product development has kept Jeff Chambers from being able to produce the product. In a market where there are many well-know, established products (Kerr Collar, McDavid etc.), Guardian Athletics is an unknown brand. There is no business location, no online presence, no marketing plan in progress and lack of general information on the product in the public. Opportunities

The Kato Kollar ould become the next piece of required protective equipment in contact sports. With his many years of involvement within Athletic Training, Jeff Chambers has the opportunity of endorsement deals with current and former athletes that he has worked with. Jeff Chambers is also considered an expert in his field, which means he is able to showcase the Kato Kollar at trade shows and through online blogging. Many of the so called competitors do not specify on lowering the risk of concussions which means that the Kato Kollar is unique to separate itself. Threats

One threat is the lack of funding, which is what has halted the process to this point. Seeing as Guardian Athletics is a start-up company, it will be hard to breach a market where there are several competitors who are already well-established. Their competitors also have a significantly lower price than what Jeff will be asking for. The final threat is that more individuals are recognizing the seriousness of concussions and leaving contact sports.

Current Marketing Plan

Jeff Chambers currently does not have a marketing plan in place, as he does not have a product on the market to sell. However, he does have a general idea of targeting those involved in youth, high school, college and professional football as his target market. Jeff Chambers has yet to develop any online presence including a website or any social media outlets.

Segmentation and Target Market Decisions

Demographics Males ages 15-35 who are involved in playing contact football in high school,

college and professional levels are the people most willing to need this safety equipment. The parents of high school football players are concerned for their child's health would appreciate a collar in which highly reduces the risk of concussions and other head and neck injuries. People in middle to upper class are able to afford participating in athletics and would be able to afford the neck collar as a safety precaution. This football collar would also be a piece of safety equipment that athletic trainers, athletic directors, and coaches would be willing to invest in to protect their players. Geographics

The Guardian Athletics region to market by participating in tradeshows and camps to get their product known is in the Midwest. Because it is a startup company, it would be easiest to


market to areas local to the business location. The area will consist of Minnesota, Wisconsin, Iowa, South Dakota, North Dakota and Nebraska. However, Guardian Athletics online marketing efforts will reach anyone who plays football in the United States. Psychographics

Guardian Athletics will be looking for adrenaline seekers which endure repetitive head trauma (specifically linebackers, linemen, running backs, etc.) The common characteristic between all of these people is that they are at risk of getting a head or neck injury, specifically a concussion. Linebackers, linemen and running backs are all constantly being hit by another person, putting them at a higher risk of injury. Behavioral

Guardian Athletics will be seeking out people injury prone, players who have had prior concussions and people who are trying to lower the risk of getting a concussion. Target Market Decisions

Any coach, administrator or athletic director, player or parent of a player within the Midwest that can afford to purchase a $150 piece of concussion preventative equipment. This person will tend to be in the middle or upper class that endures a lot of contact through their individual sport, but understand the importance of player safety and how to prevent a potential head or neck injury. As the product and product line grow, the market will continue to expand geographically and demographically to reach new consumers of Guardian Athletics.

Parents of high school athletes, in addition to college and professional athletes are among those are will be the primary target market. The ideal age range would be between 15-35 years old. These ages are when athletes begin to develop their skills and want to pursue participation within their respective sport. We feel that this is the best approach for the company to begin operations. Once the company and product is established in the market, the consumer base will continually grow.

Short Term Objectives (6 months) Finalize website for Guardian Athletics, Inc. that allows consumers to purchase the Kato Kollar in February of 2016.

Currently, there is not a website in place for Guardian Athletics, which means there is no avenue for the company to provide the necessary information to the public. A website will provide detailed information about the company, the Kato Kollar, and allow consumers to purchase the product. The main page should have contact information and a button to lead visitors to a way to purchase the Kato Kollar. Finalize Social media pages (Facebook, Twitter, Instagram, YouTube) for Kato Kollar, Inc. in order to increase awareness of the Kato Kollar and demonstrate how it prevents concussions in March of 2016.

There are no social media outlets for Guardian Athletics. The lack of social media severely restricts public information about Guardian Athletics and the Kato Kollar. YouTube would be a beneficial place to start by having video demonstrations on how it works. Because


many of the medical terms are difficult for an average consumer to understand, having a video that breaks it down and describes what the Kato Kollar does will be important. All social media pages will contain a link back to the website, which is where visitors can purchase the Kato Kollar. The goal of social media is to inform and create awareness. Having the website link readily available will increase the amount of traffic the website will see.

YouTube: Post once per month Facebook: Post once a week Instagram: Post every 3 weeks; every time Guardian Athletics produces a new product Twitter: Post once a week; every time there is an update on the product Blog: Post once every 2 weeks Create informational video about what the product is and how it will help football players by March of 2016.

Using a video as the main marketing tool that has all pertinent information condensed into just a few short minutes. The Kato Kollar will be demonstrated and purchasing information will be at the end of the video. **Other information to be included will be social media pages, website, ways to donate, etc. ** Promote product at one conference or tradeshow a month in which Jeff Chambers will present an exhibit of the Kato Kollar to participants starting in January of 2016.

Mr. Chambers must demonstrate the Kato Kollar at conferences and trade shows. This is the best way to show potential customers how the product works and what it can to for athletes. Chambers will also be able to reach out to potential distributors and other companies that he can work with. The more the consumer can see the product in person, the more likely they will be to purchase it. These opportunities could lead potential investors as well. Promote product at one youth/ high school football camp a month starting in January of 2016.

One of the best ways to reach a core market of football players and their parents will be through the football camps they attend throughout the year. At these camps, Mr, Chambers will be able to demonstrate to the players and parents face to face, showing them how the Kato Kollar will work and how it will help prevent serious injury. This will also give them an opportunity to see the product first hand instead of just through pictures or videos.

Contact 10 athletic directors, football athletic trainers and football coaches per week via phone, email and video conferencing for potential sales starting when the product goes on the market.

In order to sell the product and market to athletic directors, athletic trainers and coaches, reaching out to them directly would be the most effective way to get the word out to them. This step is crucial to gain exposure of the Kato Kollar, and will lead to increased sales and potential feedback. Upon receiving interest, it will be important to set up appointments with face to face interaction to answer any unanswered questions that clients may have.


Long Term Objectives (1 - 2 years) Reach out to high school, college, and professional leagues to raise awareness of the product to coaches and athletic directors.

By reaching out to various leagues, Guardian Athletics and promote the product and importance of concussion prevention to a wider audience, giving the product a higher chance for success. The goal is for contact sport leagues to understand the importance of the product and make it available to athletes, so they may know its significance in preventing concussions and other spinal injuries. Reach out to 5 current or former NFL players for potential endorsement opportunities.

By reaching out to current or former professional football players that have previously experienced traumatic head and neck injuries, they may be more inclined to endorse the Kato Kollar. An endorsement from a current or former NFL player will create credibility for the Kato Kollar.

Positioning Statement

Guardian Athletics provides amateur football players ages 15-35 with the safety of having a neck collar that lowers the risk of head/neck injuries and concussions. Our neck collar allows complete range of motion of the neck, unlike our competitors, that gives the athletes a chance to prepare for impact of a hit.

Tagline Guardian Athletics: “Protect. Prevent. Perform.”

Product

We propose that no changes be made to the primary product. The reasons that we will not make changes to the product would be the features that set this collar apart from their competitors. This collar gives a full range of motion, it does not restrict movement of the head and neck, the collar itself will attach to the body instead of shoulder pads to allow for more movement, a t-shirt will hold the collar in place underneath the shoulder pads and finally, air pads are included to catch the helmet, protecting the head and neck after a hard hit. Additionally, each air pad can be individually inserted and self-inflated to the amount of pressure needed for individual need. We will add on the Guardian Athletics logo impressed into the collar itself to be identified with Guardian Athletics and not be misinterpreted as any other brand.

The accessories that can be purchased separately would be the Velcro strips that keep the t-shirt and collar together in case the Velcro wears out. Air pockets will also be available for purchase in case the originals pop or give out. The product that we send to our customers will include a set of Velcro strips and also a set of air pockets; however, they will be available to purchase separately if they need to be replaced.


This collar will come with a 90-day warranty. This ensures trust between Guardian Athletics and the consumer. By creating a warranty, we are stating that we have full confidence that our product will not break down within a year. If the collar gets worn down or does not fit correctly, you can return or exchange it for a new one.

When the collar is received by the consumer, it will come in a box with the Guardian Athletics logo and slogan on the outside of it. Inside, it will be packed with Styrofoam and wrapped in plastic so the collar itself will not get damaged in the distribution process. Instructions will be included inside the box. The instructions included will explain how to attach the t-shirt to the collar and the collar to the person. There will also be a set of instructions on how to inflate and attach the air pockets to the collar.

Some product lines that could potentially make their way to Guardian Athletics are specialized collars made specifically for other contact activities such as contact sports, extreme sports, law enforcement, military, etc. These collars will be offered in different sizes to fit the need of the consumer. Other potential product lines would be other protective and preventative contact activity equipment.

Place (Distribution)

Currently, there is no distribution in place for Guardian Athletics. Kato Kollar is a tangible product that will involve direct distribution. We chose to go through direct distribution because in doing so, we essentially eliminate the distribution cost to a retailer. This ends up saving The Kato Kollar is currently the only product for Guardian Athletics, it will be manufactured in Mankato, MN. In order to keep the price at its lowest, we will only be distributing the Kato Kollar through our website.

Contacting Directly Direct distribution includes contacting people directly. Jeff Chambers will go to

tradeshows to showcase the Kato Kollar. This will involve him talking to coaches from the high school, college and professional levels of football, and also athletic trainers on the same levels. We will also be using an email sign-up system which will provide us with phone numbers of people who are interested. We will be able to contact these people via phone and email and be able to answer their questions, and educate them about the Kato Kollar directly. Contact 10 athletic directors or athletic trainers every week either through phone, email or video call.

Online Marketing We will be using Search Engine Optimization which "is a set of rules that can be

followed by web site (or blog) owners to optimize their web sites for search engines and thus improve their search engine rankings. In addition it is also a great way to increase the quality of their web sites by making them user- friendly, faster and easier to navigate." (Chris, 2013). Search Engine Optimization (SEO): While making a website for Guardian Athletics, we need to a consumer to be able to find it within the first couple of pages of options. We will use the keywords football, safety, prevention, concussion, concussion prevention, neck and equipment. These words are not specifically aimed towards Guardian Athletics, they are aimed towards what the Kato Kollar is used for. When people type something into a search


engine, they usually type in things that they are looking for (ex. “concussion prevention,” “football safety equipment.”) These keywords will allow the consumer to find Guardian Athletics’ website and learn about the Kato Kollar.

Website Currently, there is no website. Guardian Athletics needs to create a website to provide

information to consumers and design an easily accessible place for distribution.

Homepage This will include a 360 degree 3D picture of the product that allows the visitor to click

and see what each part of the Kato Kollar does. It will also include an email sign-up, and about us tab, social media accessibility, and testimonials. Email Sign-Up

We will primarily be selling the Kato Kollar through our website, so we will need to obtain information from people who are interested in our product. There will be a tab in the upper right hand corner for an email sign-up. Because we do not currently have a product to sell, people will be able to click on this tab, fill out their information (email, phone, home address etc.) and then proceed to gather information about the product. We will send updates concerning the Kato Kollar and when it will be available to everyone on the list. Blogging

This outlet will be the most important to Guardian Athletics. Jeff Chambers is considered to be an expert in his field and will be able to inform Guardian Athletic's target markets about the dangers of concussions. He will be able to educate the consumer on how the Kato Kollar can significantly lower the risk of concussions. He would also post about the long and short term effects brain injuries can have on a person. Post once every two weeks.

About Us

We will include an About Us tab that includes Jeff Chambers background in Athletic Training and the background story as to why he decided create this neck collar. People who are visiting our website will most likely want to learn about why Mr. Chambers decided to get involved in creating the Kato Kollar. This is an opportunity to emotionally hook a potential consumer. This is also where we will include Guardian Athletics’ business mission and tagline.

Contact Us

Under this tab, we will include a phone number that the potential buyers can reach us at, and an email where they can send in general questions about the company and products. Social Media Accessibility (On Website)

All of our social media outlets will be linked at the bottom of our website’s page, making them easily accessible. This will also create different ways for people to learn about the Kato Kollar.


TestimonialsThere will be a testimonials tab at the top that you can see, which takes you to a separate

page with written testimonials and also video testimonials of people who support the Kato Kollar. On the front page there will also be a tab at the top for the statistics/crash-test that the Kato Kollar was put through. It will show how the Kato Kollar slows the neck down after impact of a hit instead of stopping it directly.

Social Media Use Facebook

Use for testimonials of people who have had concussions, that tell others how the Kato Kollar has affected them. There will also be testimonials of people who have used the Kato Kollar and had a positive experience. In addition, Guardian Athletics can post links to articles about the correlation between football and concussions to keep the public educated. This can also be an outlet where we post a 'crash-test' video of how the Kato Kollar slows down impact, and can keep track of how many people "like" the product. Post once a week.

Twitter

Use as an update outlet. Every time there is an update in the progress of not only the Kato Kollar but also Guardian Athletics as a company, we will send out a "tweet" to our followers. Also, we will tweet links to articles about the link between football and concussions. Post once every 3 weeks; when there is an update on the product.

Instagram

This will be used when the Kato Kollar has been established, and Guardian Athletics is branching out with new products. We will post pictures of the new product, along with a description on Instagram. Post once every 3 weeks; every time Guardian Athletics announces a new product.

YouTube

YouTube will share all videos pertaining to Guardian Athletics and the Kato Kollar including the crash test for credibility and an outlet to show how the product works. There will be videos directed at all target markets. Some will be more toward the youth, showcasing style, colors, comfort, and the benefit of allowing them to play more football. Parents and trainers will be informed more about the functions and benefits of the Kato Kollar. There will be links that direct the viewers to the website, potentially leading to more purchases. Post once per month.

Price

The original pricing strategy that we had in mind was through a distributor. Going through the distributor will raise the pricing point to start at approximately $250 per unit for the consumer, with distributors purchasing the collar at $125. Production costs will cost approximately $60 per collar. With this in mind, the product will more than likely price itself out of the market at that cost. Our strategy would be to recommend find a manufacturer to make them at a low cost still, but instead of going through the distributor, we recommend that


Guardian Athletics to sell them online on their website, through tradeshows, trials, etc. By creating a website, it will allow for people to find out more information about the product, share information with others, and to purchase the product online. Guardian Athletics can use tradeshows to find new customers, allow consumers to try out the product before purchasing, and to seek out potential investors/donors. By getting rid of the distributor, we estimate that the Kato Collar can sell for approximately $150 per unit for the consumer. We feel that this is a competitive price compared to other collars, which should increase potential sales. Not only will it increase sales, it also allows for a larger return on investment, with $90 profit per sale vs. $65 per sale through the distributor. By doing this, Guardian Athletics will be able to allocate remaining resources for some marketing, but more importantly for further product testing and product development. Further product testing and product development will be the key to the long-term success of Guardian Athletics.  

Promotion

Overview As there is no product on the market, there are no promotions in place. We propose that

Guardian Athletics use various types of promotions when dealing with a tangible product. We will give you a variety of different options of promotions for the different target markets for the Kato Kollar.

Email marketing The plan would be to have an email signup on our website for all of those who are

interested and want to know more about the Kato Kollar. Since there is no product currently, an email signup will be a great way to gain interest and promote the product without actually having one to sell. By using our email sign-up, we will be able to send promotions and inform consumers when the product is available for sale. When Guardian Athletics is about to release the Kato Kollar, we can send out that email to all of the people who signed up on our website. To give consumers more of a reason to sign up early without being able to officially purchase the Kato Kollar, a 10% discount will be offered to all who sign up for the email list. The consumer will receive a promo code in an email, which will allow Guardian Athletics to track how many emails actually brought in sales. Guardian Athletics will still make money on the sale and the only way the consumer can use this gift is by purchasing the product. This offer will help drive sales for Guardian Athletics.

Promo codes Continuing what was discussed lightly under the email marketing section, promo codes

are going to help Guardian Athletics track their marketing efforts, as well as drive consumers to the website. Promo codes will be posted on all social media avenues and on the email system. This will help gather information and an understanding of how many people are viewing the emails and social media. The second impact this will have is that it will give consumers another reason to go to the website and potentially purchase the Kato Kollar. Discounts will make them feel like they are getting a good deal and saving money on the purchase.


In person interactions Creating business relationships is key for a start-up business like Guardian Athletics.

Tradeshows will allow Jeff Chambers to educate coaches and athletic trainers about the Kato Kollar and the benefits that it would create for their players. By meeting these people in person, it could allow a business relationship to develop, and create an opportunity for loyal repeat customers.

Group sales Since football teams are large in number, implementing team sales would promote

multiple players purchasing the Kato Kollar. The offer would be a 15% discount on orders over 20 collars. This will encourage teams to purchase them together and boost sales for Guardian Athletics.

Operational Plan Evaluation

We plan to evaluate the marketing plan two times a year to see if the marketing plan is effective. To measure the success of the marketing plan we will use our objectives as measuring tools to see if they were successfully seen through. If not we will make adjustments based on the results. We will use the pre-sale email sign-up as a potential indicator of future prosperity. In order to properly allocate our resources, we will plan to use a variety of promotional codes via social media to determine which platform yields the best results.

Action Plan Within the next year, we recommend to create an internship program. The internship

program could be a one year or six month positions. The program would consist of website development, social media development, blog posting, etc. The positions would require an average of 10 hours per week. As product development progresses, if product demand rises higher than expectations, additional help should be sought. A good place to look for interns would be in the Minnesota State University sport management program, or have booths at any career fair.

We suggest that Mr. Chambers follow our social media plan to effectively create

awareness about the Kato Kollar and also Guardian Athletics as a company.

We also recommend that Mr. Chambers attend tradeshows once a month and camps once a month to further showcase the Kato Kollar. These events can result in future leads, potential investors, manufacturers, new ideas, etc. All of those things could eventually bring increased awareness and possible sales of the Kato Kollar. At these events it is very important to create an email sign-up sheet for people interested in the product, so they can be directly reached out to be able to provide more information upon request.

In order to attain sales for the Kato Kollar it is important to directly reach out to potential

consumers including athletic directors, football athletic trainers and football coaches looking to prevent head and neck injuries for their players. They should be contacted via email, phone calls


or video conferences to bring awareness to them about the product and schedule meeting times, in return possibly making a sale. Challenges

Limited resources will continue to be an issue for Guardian Athletics until other potential investors are found. In order to survive this period while testing is completed, a small investment must be made to have sales ready upon completion. Another reason this is important, is to prevent a further gap between the Kato Kollar and other competitors (specifically the Kerr Collar). Budget

We recommend that Guardian Athletics have an allocated budget of $3,000 per year until the further operations can be expanded. The funding would come from a small business loan, or an investor. The $3,000 will be used for website creation, tradeshow fees, marketing fees, social media, and other finances.


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Marketing Plan Guardian Athletics

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