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- Creators: Department of Management and Entrepreneurship
- Status: Published
Description
The goal of our project was to determine how to create the most marketable hockey team. To do this, consumer needs, team psychology, and financing were all researched and evaluated. With this information, a business plan was designed around the next NHL expansion team. Two surveys, one for marketing distributed to the general public, and one for team psychology distributed to current and former hockey players were created and sent out, while data for the financing aspect was collected by comparing data from other NHL teams and franchises from different sports. In terms of financials, this comes in lower than average ticket prices, a nice and expensive stadium, the ideal city to generate capital, and sufficient money spent on advertising. Our ticket prices of $140 is based on having a low enough price to generate lots of demand while high enough to make a profit. The $600 million stadium (which will be fully funded) will surely draw a significant crowd. Choosing Seattle as a city is the most ideal to meet these goals and lastly, in meeting with an NHL GM, we determined $4 million in yearly advertising costs as sufficient in creating the most marketable team. Throughout this whole process, we remained data focus. We focused on data from a customized marketing survey, organizational structures, salary cap, and attendance. What our marketing survey results showed us is that our potential fans wanted three characteristics in a hockey team: speed, intensity, and scoring. In looking at organizational structures teams that exemplified these characteristics had a heavy emphasis on development and scouting. So we built our organizational tree around those two ideals. We hired GM Mike Futa, a current director of player personnel for the L.A. Kings, and Head Coach Adam Oates, a current skills development coach for top players to bring those ideals to fruition. In constructing our team we replicated the rules set forth for the Vegas Knights' expansion draft and hypothesized a likely protected list based off of last years lists. As a result we were able to construct a team that statistically out performed the Vegas Knights draft numbers by double, in goals, assists, and points, while also beating them in PIM. Based off of these numbers and an analysis of how goals translate into game attendance we are confident that we have constructed a team that has the highest potential for marketability. For the team psychology area, when creating a roster and scouting players, some of our main findings were that it is important to pursue players who get along well with their teammates and coaching staff, are aggressive, are leaders on the team, and are vocal players who communicate effectively. We also recommended avoiding players who significantly portrayed any "pet-peeve" traits, with the most emphasis placed on "disrespectful toward teammates," and the least emphasis placed on "over-aggression." By following all of these recommendations, we believe the most marketable hockey team possible can be created.
ContributorsQuinn, Colin Christopher (Co-author) / Spigel, Carlos (Co-author) / Meyer, Matt (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionI made a full business plan and pitch to investors for a company I plan on starting next semester.
ContributorsOramas, Michael (Author) / Trujillo, Rhett (Thesis director) / Naumann, Gary (Committee member) / Department of Finance (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
The following business plan will delve into the financial feasibility of a business venture into niche pet product markets: more specifically, the market for pet products both sourced and made in the USA, which is a distinction also discussed in the body of the paper. The paper begins by detailing the anecdote that brought about the vision for the company and then segues into a description of the products that will be carried by the company. These include pet toys, beds, leashes, vitamins, soaps, treats and more, which is followed by a list of potential product suppliers who have all already expressed interest in the venture. The plan then discusses the possibility of expanding into markets abroad such as China and the feasibility of carrying products outside of those strictly for dogs and cats. An in-depth market analysis includes a series of statistics reinforcing the potential profitability of the business, including the fact that a recent study has found that 81 percent of pet owners consider their dogs to be "bonda fide family members" and that online spending on pet supplies increased 67 percent between July 2015 and July 2016. It also includes the projection that the industry is intended to reach $91.72 billion in sales by 2019. The discussion then transitions into the company's target market, which, at the most specific level, will be white, married individuals age 55 to 64 living in rural areas with an annual household income of $125,000 or more. The plan then delves into a target market segment strategy, which addresses how marketing and business strategies will target certain demographics to appeal to them individually, whether it be through a "family-owned" impression or an appeal to their sense of patriotism or social consciousness. Next, the plan addresses potential competition within the pet product market, first discussing the super giants PetSmart and Petco and how these corporations hardly cater to this niche market and then smaller companies who do meet the same demand, such as myusapetsupplies.com, but fall short in terms of strategy and marketing. Marketing for the business venture will be almost entirely digital, ranging from pay-per-click services to mass newsletters and online social media contests and giveaways. The paper then transitions to location, facilities, shipping, and licensing, discussing the layout, which will be in a residential garage that meets all city regulations. A best-in class e-commerce experience is vital to the success of the business. By optimizing our e-commerce platform and search marketing, we can level the playing field and standout from our competition. Therefore, Shopify will be used as the content management system and the domain name "petsuppliesusa.com" has been selected. Three potential logo designs and reasoning for each are examined. Next, the plan discusses the company and management, stating that decision making will lie in the hands of the founders even after a larger employee pool is hired and a flatter structure is employed. Lastly, the plan lists a pro forma for the business and a projection that the first year will reap final profit of $125,000 at the end of the first year of operation.
ContributorsGish, James (Author) / Trujillo, Rhett (Thesis director) / Gray, Nancy (Committee member) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
During the Innovation Space program, my team and I (which included graphic design, industrial design, engineering, and business majors) created a product that solves a problem posed by our sponsor Johnson & Johnson. This year long project involved researching biological aggressors, specifically mosquitoes, brainstorming over sixty ideas, developing a business plan for the final 3 ideas ("ago", "WANDELAR", & "FIL"), and eventually pursing and finalizing the final idea chosen. We chose to further develop "ago", a stroller seat insert that creates an air barrier between the child in the seat and any insects flying nearby. This portable seat fits in most strollers and also cools the child's back so they don't overheat while outside. The team created a design book, design model, and prototype of "ago" including the seat, fan, and hose. As the business member of the group, I developed three business plans, a final business plan, and conducted primary research by surveying our target market, parents. This business plan included customer research and validation efforts, cost structure, entry market, competition, and other crucial information required to sell "ago". Along with the final presentation of our product to our sponsors, I also completed a reflection paper about my experience working on an interdisciplinary team and the similarities and differences I found the Innovation Space program has to a real world product development team. I also included how my experience in Barrett and W.P. Carey contributed to my success in the program as well as any personal takeaways I had from the program.
ContributorsRefermat, Jocelyn Rae (Author) / Trujillo, Rhett (Thesis director) / Montoya, Tara (Committee member) / Department of Psychology (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Within the beauty industry, a common issue that exists is the lack of diversity in product colors that suit consumers of darker-skinned ethnicities. Ethnic diversity in makeup products is often difficult to find, particularly in regard to more affordable brands. Over the years, the makeup and beauty industry has focused their attention on Caucasian females, thus excluding many other races, ethnicities, skin colors, and even genders. Although the lack of diversity in the cosmetics world is often related to people with darker complexions, this issue can affect any individual of any ethnicity or skin tone. This lack of diversity causes a negative psychological impact on individuals and causes people to experience feelings of frustration, anxiety, and exclusion. The purpose and significance of this research is further outlined in Chapter I. To address this issue, I developed an overarching research question: How might I create a custom makeup product that provides value to my audience? In order to answer this overarching question, I conducted research to answer the following areas: (1) Who is my audience? (2) What are my audience's perceptions and attitudes about makeup? (3) What challenges does my audience face when searching for or purchasing makeup? (4) Why does my audience value my product? and (5) What does my audience believe about my product? These questions allowed me to gather an in-depth understanding of the customer, including their tastes, preferences, needs, values, and demographic characteristics. Chapter II is comprised of the literature search which explores four themes: (1) the changing perception of the makeup industry, (2) diversity in makeup, (3) makeup's psychological impact on individuals, and (4) custom makeup & the market. Chapter III describes the research design and process while Chapter IV presents and analyzes the data and findings. The compiled research informed the business plan and influenced the conception and creation of the brand. Based on my qualitative and quantitative research -- which included a literature search, multiple depth interviews, and a survey -- I created Flesh and Bone Cosmetics. Flesh and Bone Cosmetics is an inclusive custom cosmetics brand that addresses the lack of diversity in the makeup industry by offering Liquid Foundation Drops. This product is a highly pigmented range of tints that recolors and adjusts any existing liquid foundation -- this allows individuals to discover their perfect color match at an affordable price range. Chapter V provides recommendations on forming a business model and marketing strategy for Flesh and Bone Cosmetics.
ContributorsCuenca, Sondra Camille (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The following creative project defends that, whether intentionally or not, mental illness and substance abuse are inevitably romanticized in young adult media and discusses the dangers of this romanticization. This project is divided into three parts. The first part consists of psychological evaluations of the main characters of two popular, contemporary forms of young adult media, Catcher in the Rye by J.D Salinger and Euphoria by Sam Levinson. These evaluations use textual evidence and the Diagnostic and Statistical Manual of Mental Disorders, Fifth Edition (DSM-5) to determine what symptoms of psychopathology the characters appear to display. The second part consists of a self-written short story that is meant to accurately depict the life of a young adult struggling with mental illness and substance abuse. This story contains various aesthetic techniques borrowed from the two young adult media forms. The final part consists of an aesthetic statement which discusses in depth the aesthetic techniques employed within the short story, Quicksand by Anisha Mehra.
ContributorsMehra, Anisha (Author) / Cryer, Michael (Thesis director) / Cavanaugh Toft, Carolyn (Committee member) / Department of Psychology (Contributor) / Dean, The College of Liberal Arts and Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
There is surprisingly little scientific literature describing whether a hockey slap shot positively or negatively transfers to a driving golf swing. Golf and hockey use a similar kinematic sequence to send the ball / puck towards a target, but does that directly translate to positive skill transfer between the two sports, or are there other important factors that could result in a negative skill transfer? The aim of this study is to look further into the two kinematic sequences and determine their intertask skill transfer type. A field experiment was conducted, following a specific research design, in order to compare performance between two groups, one being familiar with the skill that may transfer (hockey slapshot) and the other group being unfamiliar. Both groups had no experience in the skill being tested (driving golf swing) and various data was collected as all of the subjects performed 10 golf swings. The results of the data analysis showed that the group with experience in hockey had a higher variability of ball distance and ball speed. There are many factors of a hockey slapshot that are likely to develop a negative intertask skill transfer, resulting in this group's high inconsistency when performing a golf swing. On the other hand, the group with hockey experience also had higher mean club speed, showing that some aspects of the hockey slapshot resulted in a positive skill transfer, aiding their ability to perform a golf swing.
ContributorsLarson, Finn Althea (Author) / Peterson, Daniel (Thesis director) / Cryer, Michael (Committee member) / Materials Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05