KINE 4430 – Business Skills for Sport and Fitness Professionals

Course Project Assignment

DUE:December 8, 2009 by 5:30pm

The Course Project Assignment is the development of a business product or service idea, and a marketing plan for either:

1.a new or improved product/service to be provided by your chosen organization to meet organizational growth objectives and financial targets, or

2.a new product/service that your new business can provide effectively and profitability.

Project Theme:

“Tweens” - Children between the ages of 9 and 14

Section One

1. Clarify Your Values

  • Get started with Action Step 16 – pg 56
  • List a set of 5 key values for your Business
  • Define each value – “What do they mean to you?”
  • Provide an example of the Value in Action in your Business

2. Your Vision (The Difference, Your Business Contribution)

In a narrative, describe the problems you solve and the difference your business makes on those you serve

3. Mission

  • Get started with Action Step 23 – pg 69
  • Include at least the Who, What, How and For Whom

4. Your Research

  • Conduct an Environmental Analysis
  • Include a SWOT in Appendix 1

5. Your Business Goals

  • Get started with Action Step 17 – pg 60
  • Write 6 Major Business Goals being sure that they represent results or expected outcomes.

6. Your Business Strategy

  • Describe your business strategy using Fig 3.5 as a guide
  • Write four (4) Objectives for each Business Goal

Section Two

7. Cover Letter

Your cover letter should summarize your plan in a way that will achieve the most good.

  • Introduce the excitement of your plan.
  • Tell why you are sending the plan.
  • Your letter needs to give a good impression.

8. Table of Contents

  • Sample (Box 15.3)

9. The Executive Summary

  • Serves as an introduction to the business plan.
  • This is your opportunity to make a good first impression
  • Acquaints the reader with the subject of the material that follows.
  • Provides “hard” numerical data and facts (which lenders prefer).
  • Is written after the plan is completed.

10. The Plan

10. Section One

Part A: Business Description

  • Describe your company or chosen organization in terms of its history and current status (legal structure, Management Structure etc)
  • Describe the industry and or sector that your business falls into. What are the characteristics or trends in the industry?
  • What are the critical success factors for your business?
  • An example is provided in Box 15.5.
  • To get started; complete Action Step 65 – pg 397.

Part B: The Market and the Target Customer

  • Provide a detailed analysis of your target market (demographics, Psychographics, lifestyle characteristics etc.).
  • Describe key benefits to the target market from your product or service.
  • How does your target customer contribute to the achievement of your Business Goals and Objectives (short and long term)?
  • An example is provided in Box 15.6.
  • ·To get started; complete Action Step 66 – pg 398.

Part C: The Competition

  • Based on your SWOT analysis, identify the external factors (market considerations) that must be recognized and/or addressed to implement your strategy.
  • In what ways does your product or service differ from that of your competitors?
  • ·An example is provided in Box 15.7.
  • ·To get started; complete Action Step 67 – pg 398.

Part D: Marketing Strategy

  • Select one of the four strategic options for growth (penetration, market development, product development, diversification) your product/organization. Provide evidence and a rationale to support your selected strategic option for your organization.
  • Provide a detailed analysis and rationale for your selected seller’s marketing mix. Consider price in terms of the “real price” or the target customers “perceived expense”.
  • What results do you expect to achieve from your marketing mix? Are there cross promotion opportunities within your organization or with other organizations or groups?
  • What are the specific actions required to implement your marketing strategy? Develop a PERT chart to illustrate your promotional plan.
  • Provide mock-ups and/or samples of your promo tools (advertisements, web page, brochure etc.).
  • How would your customers describe your quality and level of customer service?
  • An example is provided in Box 15.8.
  • ·To get started; complete Action Step 68 – pg 399
  • .

Part E: Location·

  • An example is provided in Box 15.9.
  • ·To get started; complete Action Step 69 – pg 401.

Part F: Management

  • Outline the “Management Team” and the unique skills of each member of the Team.
  • An example is provided in Box 15.10.
  • ·To get started; complete Action Step 70 – pg 402.

Part G: Human Resources

  • If your business requires “staff”, outline the positions and functions of the “human capital” required.
  • Does the quality of you staff fit the image you wish to convey? Are you providing resources for appropriate training?
  • ·An example is provided in Box 15.11.
  • To get started, complete Action Step 71.

Part H: Financial Management

11. Section 2

Part H: Financial Management

Now you’re ready to organize your numbers into six standard areas:

  • Start-up Cash Budget
  • Cash Budget for first year
  • Opening and projected balance sheets
  • .
  • Cash flow projection for five years (yearly)
  • .
  • Projected income statement
  • .
  • Break Even Analysis
  1. Summary

To conclude your report, consider the following.

  • How will your business idea contribute to society in general?
  • What social responsibility practices do you intend to follow?
  • What business-related ethical issues might surface about your business venture?
  • If your business is successful what is your long-term growth plan?

Section Three – Appendices

  • SWOT
  • List of contact people used as resources
  • References

Reports will be evaluated on both format and content. All references and resources should be cited and referenced appropriately in the report. The time and date of interviews with members of your selected organization, marketing resource personnel or others should be included as an appendix in your report.

Projects will be assigned a “Letter Grade” (i.e. “A”, C+” etc.)

Peer Assessment

Due December 8 2009 by 5:30pm

Each Learning Group member will have the opportunity to assess and rank the performance and contribution of other Learning Group members. This will be done though a Peer Assessment.

The Assessment will be based on a behaviourally based rating and the contributions of members to the research and preparation of the presentations and the final report. It is the responsibility of each student to submit this confidential assessment directly to the instructors. The peer assessment is available on-line. Individuals who do not submit a Peer Assessment will be graded as “0” on this portion of their final grade.