Extreme Exposure Rock Climbing Center Faces The Krag

For the past five years, Extreme Exposure Rock Climbing Center has enjoyed a monopoly. Located in Sacramento, California, Extreme Exposure is the dream of Kyle Anderson, a former extreme sports participant who had to "retire" due to repeated injuries resulting from this activity.Kyle has worked hard to make Extreme Exposure the best rock climbing facility in the Northwest United States.

Kyle believes that the key features of Extreme Exposure include the fact that it has over 6,500 square feet of simulated rock walls to climb, with about 100 different routes up to a maximum of 50 vertical feet. Also, Extreme Exposure's design allows for the four major climbing types: top-roping, where the climber climbs up with a rope anchored at the top; lead climbing, where the climber ties the rope that he/she fixes to clips in the wall while ascending; bouldering, where the climber has no rope but stays near ground; and rappelling, where the person descends quickly by sliding down a rope.

Climbers can purchase either monthly or yearly memberships. Also, shoes and harnesses can be rented cheaply, and helmets are available free of charge as all climbers must wear protective helmets. In addition to individual and group climbing classes, Extreme Exposure has several other programs, including birthday parties, a kids' summer camp, and corporate team-building classes.

(If you want to see what goes on in an indoor climbing center like Extreme Exposure, as well as videos on top-roping, lead climbing, and bouldering, you can visit the Go Vertical Indoor Rock Climbing Center website athttp://govertical.com/ where there is a photo gallery and videos. Of course, the Go Vertical Center has nothing to do with Extreme Exposure: it is just an example of an indoor climbing center)

In a local newspaper story, Kyle reads that another rock-climbing center, to be called The Krag, will be built in Sacramento within the next six months. Kyle notes the following items about The Krag that are different from Extreme Exposure: (1) the Krag will have climbs up to a maximum of 60 vertical feet, (2) it will have a climber certification program, (3) there will be day trips to outdoor rock-climbing areas, (4) there will be group overnight and extended-stay rock-climbing trips to the Canadian Rockies, and (5) The Krag's annual membership fee will be about 20% lower than the one for Extreme Exposure.

Kyle chats with Dianne, one of his Extreme Exposure members who is in marketing, during a break in one of her climbing visits, and Dianne summarizes what she believes Kyle needs to find out about his current members. Dianne's list follows.

Question 1:What is the demographic and rockclimbing profile (meaning what type(s) of climbing do they typically engage in and how often do they engage in it) of Extreme Exposure's members?

Question 2:How do members rate Extreme Exposure's various climbing facilities? Construct that

Question 3:What are members' opinions of cost of the Extreme Exposure membership fee that they pay? Construct that .