1. Chapter 22-1 Introduction Business Skills for Sport and Fitness Professionals

2. Chapter 22-2 Fall 2009 Jim Shawshawja@sympatico.cashawja@sympatico.ca Patti-Jo McLellan Shawpjmshaw@yorku.capjmshaw@yorku.ca Office: Stong 324 Office HourTuesday 1:30 to 2:30 (by appointment)

3. Chapter 22-3 Class Introductions Your Name? Certificate Program you are in? What do you want to do when you graduate? Something interesting that happened this summer. Something that is not on your resume.

4. Chapter 22-4 Business Skills for Sport and Fitness Professionals This course will include theory and detailed practical instruction on key business and organizational processes. These will include Business Planning, Marketing, Financial Management and elements of Risk and Liability in work environments. These areas will be developed as they apply to the recreation/leisure, fitness and sport management industries 1. To develop an understanding of the theory, practices and skills that support business development in the fitness, sport and health industry. 2. To develop an understanding of the contemporary processes involved in entrepreneurship, business planning, marketing, finance and managing performance, risk and liability, and the use of the tools that support their application. 3. To participate in learning groups as a means of completing assignments for the course.

5. Chapter 22-5 Class Materials Text:Small Business an Entrepreneur’s Plan 5 th Canadian Edition Ron Knowles, 2006 Class Notes:yorku.ca/spadmin/coursesyorku.ca/spadmin/courses Course Outline, Project and Presentation Outlines, Peer Review, Class Notes (Powerpoints)

6. Chapter 22-6 Evaluation Individual Mid Term TestOctober 2130% Test will be completed in class time. The tests will be marked on both content and format. Combination of MCQ, short answer, and case. Any student missing the test must provide a doctor’s note. Students missing a test will be given an additional assignment. Any requests for remarking assignments must be received by the lecturer within 7 days of the item being returned, along with a 1 page memo outlining the group’s/student’s specific concerns.

7. Chapter 22-7 Evaluation (con’t) Learning Groups – Business Proposal PresentationNovember 1015% Business PlanDecember 850% Peer ReviewNovember 10, December 8 5% Team Form will be posted Outline for Proposal will be posted Outline for Business Plan will be posted

8. Chapter 22-8 Business Plan Project Theme:“Tweens” – Children between the ages of 9 and 14 “Kidfluence” – The influence kids have over family household purchases. In Canada in 2002 there were approx 2.5 M “Tweens” (9-14) who in addition to spending $ 2.9 Million of their own money, influence another $ 20 Billion in household purchases. www.corusmedia.com/ytv/kidfluence.asp

9. Chapter 22-9 Get to Know a Little About Someone in the Room !!!

10. Chapter 22-10 “Speak to Their Language” – Building Teams Scale #1 I control my feelings and 5 4 3 2 1 0 1 2 3 4 5I openly express my feelings don’t show emotions openly.and I show my emotion easily. I tend to remain calm and II am very intense or energetic am not expressive or energeticin communication. in communication. Scale #2 I tend to jump right into5 4 3 2 1 0 1 2 3 4 5I tend to sit and wait to see things and react quickly. Iwhat’s happening before I get Find it easier to tell than toinvolved. I ask a lot of questions. ask. I am very decisive and oftenI tend to think it is easier to give stubborn in communication.In, than to continue.

11. Chapter 22-11 Driver (CJ) - Needs To see results To see progress toward goals To get things and others organized To answer the question “What” Autocratic and decisive Analytical (CS) - Needs To plan for communication Facts and figures To answer the question “How” Backs away from conflict Expressive (EJ) – Needs) To inspire people To make people feel good To explore possibilities To answer the question “Why” Aggressive with emotion Amiable (ES) – Needs To maintain relationships To create a sense of trust To instill harmony To reduce conflict To answer the question “Who” Gives in and conciliatory

12. Chapter 22-12 Introduction Where to Start?

13. Chapter 22-13 Recognizing Opportunities  Welcome to the entrepreneurial age  A new craft economy distinguished by quality, small customized quantities, technology, and service.  Where change creates opportunities for fast, flexible, and focused firms.  To be successful you will need to conduct market research and constantly respond to the changing needs of the marketplace. Research…Research…Research  The best business ventures to pursue are those which: You enjoyYou enjoy Make use of your unique experiences, skills and aptitudesMake use of your unique experiences, skills and aptitudes Serve a specific market needServe a specific market need

14. Chapter 22-14 Be a Trend Watcher Trends help identify growth opportunities Five major trends small business must embrace are: 1.Globalization. Winning companies export. What are your plans? 2.Technology. How will technology give you a competitive edge? 3.Internet and E-commerce —How will you profit from this connectivity? 4.Splintering of the Mass Market. How will you customize your product or service?

15. Chapter 22-15 The Splintering of the Mass Market  Today’s consumers are informed, individualistic, and demanding.  5 key factors have splintered the mass market: 1. Shrinking middle class 2. Shifting sizes of age groups 3. New living arrangements 4. Ethnic groups are shifting and growing 5. Improved information access

16. Chapter 22-16 The Business Environment Environmental Scanning: Process by which the marketing manager gathers and sorts information about the marketing environment. The Internal Environment Business Plan Economic Conditions Political-legal climate Socio-cultural Environment Competition Technology In a Business the Environment (external and internal) is the key source of information gathering – it’s critical to making good decisions and creating successful marketing plans. Natural Environment Customers

17. Chapter 22-17 Trends Create Opportunities— Examples Continued increase in two- income families Children at home Longer Cocooning Internet Rapid expansion of ethnic diversity Corporate downsizing TRENDS Fitness, Sport or Health Opportunity

18. Chapter 22-18 Trends Create Opportunities— Examples Self Gratification Wildering Staying Alive Moving Targets One-on-One (Personal Selling) Boomers TRENDS Fitness, Sport or Health Opportunity

19. Chapter 22-19 Life-Cycle StageExample Embryo (birth)Senior-Adult Day Care GrowthInternet MaturityMicrowave Ovens DeclineTobacco Products Life Cycle Stages

20. Chapter 22-20 Market Segmentation Market segmentation involves:Market segmentation involves:  Breaking down potential markets into as many similar sub-segments as possible.  Identifying opportunity gaps and seeing combinations of gaps that may constitute markets.  A good example is shown in Figure 2.5.

21. Chapter 22-21 Know Your Real Business Software Sales Small Business Teaching Home Fitness Event Planning Retail - Fitness Apparel Sport Law _____________________ If you’re in... What problem are you trying to solve?

22. Chapter 22-22 “ The rules have changed. In business it’s information warfare and competitors can use intelligence as a weapons system” G. Dover The Business Environment