1. SWOT Analysis 12300 East Cornell Avenue, Aurora

2. Demographics Aurora Colorado 80014 Total Population: 33,514 White Population: 27,128 Black Population: 2,734 Hispanic Population: 2,290 Asian Population: 1,670 Hawaiian Population: 37 Indian Population: 163

3. Demographics Male Population: 15,611 Female Population: 17,903 Median Age: 40.6 Median Age of Males: 37.9 Median Age of Females: 42.9

4. Geography Region: West Division: Mountain State: Colorado CSA Name: Denver-Aurora-Boulder, CO CBSA Type: Metropolitan CBSA Name: Denver-Aurora CO County: Arapahoe City: Auroa Longitude: -104.8 Latitude: 39.7 Elevation: 5,653 feet above sea level

5. Economics Average House Value: $164,500 Average Annual Household Income: $58,735 Businesses: 1,479 Employees: 21,901 Annual Payroll: $765,893,000

6. Population Breakdown

7. Strengths As a specialty store soccer stop is able to reach a strong a predetermined target market Location soccer stop is easily accessed at the intersection of I-25 and 225 Soccer Stop brand is at the head of the competition for a specialty Soccer store. Unlike larger brands in the general sporting goods industry soccer stops is one of the only locations that is able to carry the best brands and the high end cleats aimed at serious players. Average locations have an annual revenue of 1 to 2.5 million dollars

8. Strengths Unlike competitors such as Soccer Advantage soccer stop carries all the major soccer brands from Nike and Addidas to lotto and puma Soccer Stop staff is able to offer the best support as their experience in the soccer world is unmatched Soccer Stop has opened 8 locations in the Rocky Mountain Region Soccer Stop’s online store is able to offer competition on a national level Soccer Stop is able to reach a small market by selling bulk merchandise such as costumed jersey to high schools and club teams at walk in locations.

9. Weaknesses Soccer Stop’s busy season is early March, and late July into August which leads to rapid staff turn over Soccer Stop struggles to compete on the online market as they have no way to match the prices of large world wide brands such as Euro Sport. Soccer Stop’s demographics show a majority of their population’s age being between 40 and 64 well above their target market As a specialty store Soccer Stop has little room for growth Soccer stop is unable to meet the needs of the youth soccer market as they do not carry low end cleats or offer cleats and apparel in youth sizes Store hours at Soccer Stop location's vary a sign that the business can not offered to be open without a heavy flow of customers. As a specialty store Soccer Stop targets a small market 7 of the 8 store locations are in Colorado All team sales are done at the corporate office The Soccer Stop is located at the heart of a weak strip center not visible by road

10. Opportunities As a licensee company Soccer Stop is always looking for new growth Soccer stop locations are beginning to offer Rugby equipment an almost untouched market by competitors. Number of youth soccer players in the United States has doubled, to 4.04 million players, since 1990. The number of high school soccer players has more than doubled since 1990, to 730,106 athletes, the fastest growth rate among any major sport Soccer Stop has created strong partners with companies and organizations at the top of the soccer world like UEFA, and USA Soccer.

11. Opportunities The Soccer Stop brand could quickly grow with local participation to sponsors tournaments and teams Soccer Stop could sell last seasons cleats for cheap, bringing in more customers By selling old cleats Soccer stop could reach lower income demographics Soccer Stop could hold donations for used equipment to give back to community

12. Threats With the weak economy consumers have low disposable income Established US national soccer stars are getting older and are no longer relevant Despite growth soccer is still a marginal sport Professional and collegiate football still dominate sports world Catalogue companies such as Euro sport continue to dominate the market Many club teams may begin to sell branded merchandise instead of retail outlets Sporting Goods brands such as Dick’s continue to expand soccer lines Mass merchandise stores such as Wal-Mart and Target expanding sporting goods department Soccer hooliganism spoils soccer appeal state side Debt crisis in Euro zone threatens to destabilize soccer merchandise providers

13. Work Cited Belson, Ken. "Soccer’s Growth in the U.S. Seems Steady." New York Times 23 July 2010: D6. New York Times. Web. 2 Nov. 2011.. "80014 Zip Code Profile." Neighborhood Link. N.p., n.d. Web. 2 Nov. 2011.. "Population demographics in Aurora CO." Movoto. N.p., n.d. Web. 2 Nov. 2011.. Soccer Stop. NetProCity, n.d. Web. 2 Nov. 2011..