Soccer Academy - Case Study

Case study

Rocky Soccer Academy

Before answering to the different issues, I think this is important to understand the different strengths that Henning’s already have on his side to increase is market. He has qualified instructors that have the same vision of teaching as him, which is important for the target of his business; kids.

Then, the area around Fort Collins does have this kind of soccer program so there is a low competition. In order to expand his market and grow, here are different solutions:

1) In my opinion I don’t think that this is a good idea to focus on this group of the over 14yo kids because he already has a large market with the kids around 11 to 14yo. This is better to focus on the under 10yokids (6-10yo) because he will have them at least for 4 years more. They are more potential customers and they are still few in its program fro now, which is interesting and primordial to develop. There is a lot to do about this target.

2) One of the things that Henning could develop to encourage his current customers to buy more is to create a shop for example. The majority of the “real” buyers of his program are the mothers and fathers of those kids. So, he could create a shop where he will sell sport’s products, such as shoes, t-shirt, soccer balls, fake goals to play at home etc.

Then, he could think about new programs (additional or extra program) that could interest the kids and the families, such as a physical training program to combine with the soccer-training program.

3) To attract a new target and new customers such as the families of young children (6 to 9yo), that are not really present in his classes, Henning could think about creating soccer skills training program through games, with more than 1 ball and to team to make it more creative and avoid kid to get bored. More like an initiation to football game (An adaptive program specially for this group of customer.)

4) The area of Fort Collins doesn’t really represent a...