marketing plan

It’s a business mainly for bicycle rental. We also rent kayak and etc.

We will buy all the equipment and rent them out, including a truck that carries all the equipment around the town.

Requirement: (At least 2 pages) Due on 5/6

Write an at least 2 pages Marketing Plan paper, including

1. Overall and goals

2. Method of sales and distribution

3. Pricing

4. Sales and advertising strategies

Information details:

• Market Analysis & Survey Results

Trends: Outdoor Recreation

In Missouri:

• In MO, outdoor recreation generates $11.2 billion in consumer spending

• 54% of MO residents participate in outdoor recreation each year

In Columbia:

• 92% of Columbia households visit city-owned parks

• Over 90,000 people attend Parks & Rec special events

• 82% of Columbia households use the Columbia Trail System

Survey Results:

• 93% of people enjoy participating in outdoor recreational activities

• 61% of people visit a local trail or park at least monthly

Competition = fragmented, no direct competing

• Mizzou Bike Share, Todd Zagster Bike Share, Walts Bicycle & Wilderness

• Sales Strategy & Revenue Model

Sales from truck at time of service

• First-time customers and returning customers

Sales from online reservations

• Returning customers

Utility Fee

• Pay per hour of usage for our equipment

According to the survey:

• 56% of people would rent a bike

• 73% of people would rent a kayak

• 71% of people would rent a paddleboat

• Pricing & Sales

• $5/hour for bikes

• $10/hour for kayaks and paddleboats

• Pricing estimates consistent with survey results

• Rent bikes only at parks without water (store boats in storage)

• Rent some bikes and all our boats at parks with water (store excess bikes)

• Advertising

• The truck: mobile billboard driven through town

• Fliers posted downtown and handed out at local events

• Strong social media presence (Facebook, Twitter, and Instagram)

  • Special promos - 3pm-4pm $1 off

• Texting updates on locations and events

• Featured on Columbia Parks website

• Team with local charities

• Press release

• Public Relations & Customer Service

• Sponsor local health clubs

• Donate locally

• Charity rides

• Take part in different festivals around Columbia

  • True/False

  • Roots N Blues BBQ

  • Earth Day

  • Art in the Park

• Customers and target market?

• Columbia and close surrounding areas

• People interested in exercise/health and outdoor recreation

• College students and families with children

• One-time renters and very loyal customers

• These segments create large enough market to be profitable

• Target market?

• According to survey, top parks/trails favorite for biking:

  • MKT Trail

  • Rock Bridge State Park

  • Stephens Lake Park

• For families: Cosmo Park

1. Overall goal

Due to the trends of outdoors recreation in recent years, we expect to gain exposure in market place within one year. In order to achieve our sales goal, we will start with a low price until we have an established customer base. Then we will increase our price with increase in demand, and therefore increase our revenue. With reasonable price and reliable strategic plan, we believe we can easily expand our business in market place as expected.

1. Method of sales and distribution

2. Pricing

3. Sales and advertising strategies