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Description:
Balance Golf Concept
Balance Golf was created to bring innovation to the golf Industry. Contemporary designs, unique contrasts, and exceptional quality are just some of the attractive qualities of the brand.
Balance Golf will utilize innovative reengineering to optimize products and services to achieve maximum quality at an affordable price. The use of the creativity tools 5W + H are essential in our business development and to succeed in a competitive arena.
Balance Golf Brand
Balance Golf corporate image seeks to uniquely represent the sport of golf in a fresh, modern, and elegant form. Our mission is to bring a sense of fashion and style to the golf Industry and to offer alternatives to the image-conscious younger generations.
We encourage our creative vision and passion to be expressed in the development of our products. Balance Golf products are made from the finest materials for years of comfort and enjoyment.
Balance Golf is an apparel and accessories company. However, other divisions of Balance Golf include:
1. Balance Golf video magazine
2. Balance Golf video diagnostics and instruction
1. Balance Golf video magazine
Our video magazine offers players the easiest and fastest way to improve their game. Articles and books are interesting, but this media requires players to either think too much or become “mechanical”. The revolutionary video concepts used at Balancegolfonline.com will assist players to improve faster and more efficiently than any other method. Clients will be able to resolve issues by watching short videos designed to address their presenting problem. The videos will also allow them to understand, visualize, and feel the movements as they watch.
Mission & Benefits
• Free access to information is paramount and our mission is to give players of all levels the opportunity to improve their game.
• The Balance Golf home page will contain attractive videos and articles to help the customer discover the magazine.
• A 3D animation character is used to help players to both identify problems and offer expedient solutions.
The benefits of Balance Golf are
The uniqueness and quality of the Balance Golf products
Offering clients the best quality possible at more affordable price
Balance Golf products are designed for universal appeal.
Growth and stability the products provide to the company and investors.
Development of new products and company expansion for the future.
The strong, identifiable image in the golf community.
T
o make this possible, the organization has, as part of its team, an experienced management executive,
JC Guedez, Founder and creator of Balance Golf
Matthew Hutchinson Golf Sales Specialist with more than 15 years experience
Dr. Thomas Fisher, PhD specialist in biomechanics, sport psychology, exercise science, and performance enhancement.
Dennis Allen marketing specialist and sales with experience in the field.
Graphic designers with more than seven years of experience,
Accountant specialist
Market Research
Our market research has determined that our available market has 36.9 million golfers in the USA and Canada. According with the Golf Equipment Aficionados magazine, these golfers spend almost $6.2 billion annually on golf equipment and apparel. Over 43% of them spend more than $500 per transaction.
Target Market Segment Strategy
As the following data indicate, golfers are some of the most highly sought after and desirable consumers. They have discretionary income. They have assets. They purchase goods and services. Golf attracts people with a more attractive demographic profile than almost any other recreational pursuit. According to Bay Area Golf Guide:
Golfers Are Successful:
• Average household income exceeds $70,000 per year;
• 56% earn household incomes exceeding $50,000 per year;
• 50% are professional/managerial;
Golfers Are Well-Educated:
• 77% attended college;
• 80% plan to travel for pleasure in the next year; and
• About 6.34 million Golfers have shopped online.
Golfers Are High-End Consumers:
• Automobiles - Own or lease 2.5 vehicles per household. 60% purchased a new vehicle in the previous year.
• Home Owners - 80% own at least one real estate property. 20% of these own two or more.
• Travelers - 80% plan to travel for pleasure next year. Of these, about 80% said they plan to play golf on vacation. 40% plan their vacations around golf courses or resorts.
• Computer/Internet Users - Of the 31.7 million registered golfers, 81% use computers, 79% watch TV daily, and 68% read golf magazines at least once a month. Furthermore, 16.7 million are online and they spend an average of 10+ hours online/week. Until now, 20% of golfers have shopped online, and the target market 25-50 year olds will spend $1.2 billion online by 2005.
• Golf Equipment Aficionados - Spend $6.2 billion annually on golf equipment and apparel. Of these, 43% of golfers spend more than $500 per transaction.
• Heavy Investors - 45% have investments in stocks, bonds or mutual funds.
• Heavy Beverage Drinkers - 90% drink a beverage during or immediately after practicing at the driving range. 48% drink beer and 49% drink juice, power drinks or soda.
Brand Introduction Strategy
Efforts will be oriented toward gaining the markets in the USA and Canada. Available market dimension is 36.9M players.
Golfers Number of Players
USGA registered 31.7M
Canada 5.2M
Total players 36.9M
The Balance Golf Products are accessible and useful to any golfer in the world. However, the first phase of the sales and marketing strategy will be initially targeted to The Florida market, followed by Texas, California, Nevada and Alabama. The second phase will be Louisiana Massachusetts, North Carolina, Tennessee, and Georgia. The rest of the US market will be targeted through exclusive retail merchants with physical storefronts and e-commerce websites. The market expansion will proceed relative to the products success and demand.
Florida is an ideal environment to allow the company initial growth. The Florida market boasts more than 4 million resident golfers, over 200 Golf stores, over 2000 Golf pro shops. This does not account for over 45 million United States and International tourists. It will provide the architecture to develop an affordable marketing campaign.
Pricing Strategy
According to Business week magazine, April 2008, because of the economy and recession, high end corporations have dropped sales around 30%. However, customers continued buying products, especially apparel. Our initial strategy is to produce “high end” quality products at an accessible price of (40%) less than the average competitor, making Balance Golf products more attractive. However, our gross profit margin will remain around 100%. We believe that our pricing strategy will give the opportunity to stimulate Balance Golf sales, allowing us to effectively penetrate the market, establishing presence until the demand and brand recognition are created.
Sales Strategy
To achieve sales conversion, the following strategy will be followed:
• Exclusive Chain Stores & Department store
• Pro shops and Golf resorts
• Golf Stores
To reach the 150 stores goal in the last quarter of 2008, Balance Golf hired a Sales Specialist to develop business in Florida, Texas, Georgia, California and Nevada. Balance Golf will hire select experienced Sales Representatives that currently sell apparel with different lines and have established credibility. Balance Golf also offers our Sales Representatives one of the highest commissions (15%). Our plan is let the Sales Representatives be more assertive in promoting the Balance Golf brand.
Finally, Balance Golf has gained credibility placing products in stores such as Edwin Watts and PGA g