Week 4 Part B: Defining YOUR Target Market

 For this activity I will use my own brand that I am starting to create.

Name of Business:  Checkmat San Marcos by Gabriel Almeida.

Description: Checkmat San Marcos is an academy focused on classes for self defense based with jiu jitsu techniques, combined with striking and grappling.  

As I said in the previous activities, my business is a gym school for martial arts (specialized in Jiu Jitsu).

I'm going to create social medias platforms for the class, with the potential to keep them since it's a plan that I want to have but probably in the next 5 years since I am still working on all the due diligence part still (but I cannot have the domain it unless I buy he affiliation fees).

Target Market:

The main target market in this industry is kids from 5 - 16 years old, basically because those are ages where kids are exploring their skills and hobbies and parents want to enroll them in extra curricular activities and sports. I

t's a sport for men and woman, but the majority of students usually are men. Because of that it's important to create a program only for woman focused on self defense.

 The population of San Marcos is the main one, because there are many schools already spread in North County, we need to build a strong identity if we want to expand the business or if we will consider that habitants from far would be willing to commute to the gym in San Marcos. 

The age target of the adults are from 16- 55, considering that at this age adults are still active. The parents are also a target market considering that they need to wait for their kids to be done with class to go home, so we will create a strength and conditional plan at the same time of kids class. We also need brands to become partners to help promoting us on social media and to provide discounts for appear and uniforms for students and athletes. Athletes can be included in our target market as well, once we train people for torments as well.

Analysis 

Demographically 

- Population of San Marcos 

Age and sex

Kids from 4 years old to 16 years old

- Men and Woman from 16 years old to 55 years old

Lifestyle:

- People physically active 

- Athletes that come to the US for camps during tournaments and needs to train for a week or so

- Former athletes looking for partnership to help us with our image

- Sports brands (specially Jiu Jitsu clothing like kimonos) for partnerships for sales and sponsorship of our students

- Parents physically active 

Projections:

The total Population of San Marcos is 97,216.

Our target market are: kids from 4 years old to 16 years old - on an average of 21.7k people 

Adult woman and men from 16 to 55 years old - on an average of 50k people

Research shows that 73% of kids are interested in sports 

 And only 25% of adults are active

 Total of kids: 21,7 x (0,73) = 15,841

 Total of adults: 50 x (0,25) = 12,5

 Total market: 28,341 

 People familiar with Judo (most similar to Jiu Jitsu): 10%

 Total prospects: 2,834

 There are 3 Jiu Jitsu Schools around the area that I’m looking to open a gym. If I divide the total number of people interested in Jiu Jitsu in 4 different gyms, we have a total of 700 potential students.

Competition:

As I researched on the map, there are already 3 schools in the area so we need to create a competition advantage. The plan is to create a schedule that fits kids schools calendar, to bring different classes based on surveys (such as mui thai, striking...), but a research would be necessary before implementing it. Also, our instructors are all world champions with many followers on instagram and this itself is an advantage.

Financial Plan:

The membership cost average around $140/ month and in the first year the prediction is to have 50 - 60 students by the first year.

Using this projection the school will make between 84k - 108k in the first year

Conclusion:

With the target market plan we can focus on creating programs and classes for the specific needs we will face, and in a long term plan we can expand the business. The first step will create a plan for kids, woman and parents, since they are the major target. We also need to attract suppliers, but our main goal is to attract bigger brands such as RVCA since they can also help us with our image as well. If we face challenges with this research and plans, we will need to readjust our program, but with the projections made based on data studies, the chances are that the studies are accurate.

https://www.census.gov/quickfacts/sanmarcoscitycalifornia

https://worldpopulationreview.com/us-cities/san-marcos-ca-population