1. KAILEY LEACH, LINDA KENYON, ISAAC HILL Runner’s Reservoir

2. Product Description The Runner’s Reservoir™ is an athletic shirt made from quick dry material that has a compartment for a “reservoir” of water. The Runner’s Reservoir™ allows athletes to hydrate virtually hands-free while running, hiking, cycling, etc.

3. Mission Statement To make a superior hydration product for athletes and to continuously reinvent our product to be the most cutting edge in the market.

4. Goals Non- financial goals:  To compete with the Camelbak® brand  To gain customers by appropriately addressing their needs as stated on review sites  To provide a more well-rounded product than the competition Financial goals:  To gain at least 0.1% of the market in the first year  To gain at least 1% of the market every following year

5. Product Buzz Chicago Marathon- 2010 Boston Marathon 2011 Rock n’ Roll Race events Santa Cruz, CA’s Warf to Warf San Francisco, CA’s Bay to Breakers  Found a need for Runner’s Reservoir at these events

6. SWOT Analysis Strengths  Shorter and quicker channels of communication.  Products can only become cheaper with economies of scale.  Supply chain management will also be effectively improved through economies of scale.

7. SWOT Analysis Weaknesses  Runner’s Reservoir is very new and does not have a brand image.  There are no established relationships with suppliers of raw materials.  Runner’s Reservoir is entering the market with very little experience.  No stable market share to sell to.  A much lower budget than competitors.($400,000.00)

8. SWOT Analysis Opportunities  Running is growing in popularity.  In 2011 it grew by 7.3% or 3.4 million.  Runner’s Reservoir’s competition is strong; however their large size prevents them from addressing specific issues from customers.

9. SWOT Analysis Threats  Runner’s Reservoir has to fight for position with many other companies that supply substitute products.  UltrAspire  Nike  The North Face  Camelbak  Ext.

10. Competition Nike  Hydro Belt $30.00 The North Face  Hydration Backpack $100.00-160.00 Camelbak  Hydration Shirt $100.00

11. Company Analysis Camelbak reviews of their Hydration Shirt  The Look  The Feel  The Size  The Refill

12. Customer Analysis Industry  Customers want to be more active  Want a better fit  Desire less cost for their equipment Functional Areas  Provides the same quality  Offers the product at a better price

13. Marketing Strategy Market Segmentation  Geographic locations  Chicago Marathon  Boston Marathon Selecting the Target Market  Age groups can be anywhere from 12-80 years old  People who have chosen running as a life style

14. Forecasting Demand Current American Market is 50 Million Runners Only twenty percent of these runners are expected to used hydration shirts. The total population of runners is expected to increase by about seven percent. If Runner’s Reservoir can capture 0.1 percent of this total market then all of its starting expenses can be paid off.

15. Objectives profit oriented sales oriented competitor oriented customer oriented

16. Marketing Plan Product  Hands free hydration shirt that athletes, mainly runners and hikers, that will be offered in different colors, as well as long and short sleeved Price  Sleeveless: $80  Short Sleeved: $90  Long Sleeved: $100 Place  Runner’s Reservoir.com  Major sporting goods retailers: REI, Dick’s Sporting Goods, etc. Promotion  Presence at race events with coupons, donation of water and energy bars at race events, social media ads and coupons