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Project OrionProject OrionOrganizational Structure & Competitive Analysis

Organizational StructureOrganizational Structure

Competitive X/Y Analysis

DigitalDigitalRock Rock

ClimbingClimbing

Traditional Traditional ClimbingClimbing

Working Adults 25+Working Adults 25+ Young Adults 12-24Young Adults 12-24

O

rion

Orion

Main EventMain Event

AustinAustinParks Parks & & PizzaPizza

Austin Rock GymAustin Rock Gym

Porter’s Five Forces

Rivalry within the Industry

•Orion Rock Gym•Austin Rock Gym

Bargaining Power of Customers

Threat of

Substitu-tes

Bargaining Power

of Suppliers

• High because outdoor rock climbing is free around Austin

• Medium because Main Event and some gyms have rock walls

• AISD students - Medium Bargaining power because they are our main partner

• All other climbers - Low Bargaining power because we are one of two rock gyms in the city

• Threat of existing competitors adding digital walls - Low because of patent

• Threat of new digital rock gyms – Low because of high cost of entry

• High because few key suppliers who can leverage this for their benefit

Competitive Analysis Grid

Name Project: Orion

Austin Rock Gym

Main Event

Lifetime Fitness

Rock-About,

Inc.

Austin Parks and

Pizza

Digital Rock Wall + - - - - -

Expert trainers + +/- - - + -

Rock climbing classes

+ + - - + -

Snack bar + - + + - +

Membership and pricing

$40/month, $15 day pass

$75/month, $20 day pass

$50/visit (games, food, and drinks)

$65/month

$100 per class

$25/visit (games, food, and drinks)

Total Available MarketTotal Available Market

Austin, Texas population 842,592

Under 18 (22.5% of Austin population)

193,796

(assume 25% of Under 18 is 15-18yrs)

48,449

18-24 (16.6% of Austin population)

143,240

Total TAM (15-24yrs old) 191,689

Source: CIA World Fact Book Source: CIA World Fact Book

Served Available Market

Served Served MarketMarket

9th-12th grades (15-18yrs)

Austin high school: 2,236Crockett high school: 1,547Eastside Memorial: 626Travis High: 1,470

Total: 5,879

6th-11th grade (12-15yrs)

O Henry: 1,021Fullmore: 1,035Martin: 605Small: 922Ann Richards: 617

Total: 4,200

Colleges

ACC: 4,783St. Edward’s = 4,227HTU = 904UT = 41,069

Total: 50,983

Served available market:AISD: 10,079Colleges: 50,983Total: 61,062

Source: Individual School WebsiteSource: Individual School Website

Served available market:Total: 61,062

Assuming we capture 5% of the market:61,062x 0.05 3,053 x $480 = $1,465,440 yearly revenue

Source: Individual School WebsiteSource: Individual School Website

Served available market:Total: 61,062

Assuming we capture 2% of the market:61,062x 0.02 1,221 x $480 = $586,080 yearly revenue

Source: Individual School WebsiteSource: Individual School Website

Financial Analysis

Pro Forma Income Statement

Pro Forma Cash Flow

Pro Forma Balance Sheet

Break-even Analysis

Ratio Analysis