Sports Warehouse Project Outline Overview Sports Warehouse is based in the Illawarra Region in NSW, Australia. It is a reseller of athletic clothing, sports equipment, and accessories sourced from local Australian manufacturers as well as big global brands. It was established in 2001 as a family business and has since grown in popularity around the Illawarra due to their emphasis on budget friendly quality products, as well as the support of local community sports organisations. The company would like to add more products over time, particularly from Australian manufacturers to expand their reach and help support Australian businesses. The company currently has a range of products: Australian made clothing and accessories - these are locally sourced, Australian designed and manufactured sports apparel and accessories intended to support Australian businesses and communities. Branded sports apparel - these are a collection of men's, women's and children's sports apparel manufactured by the big brands. Clothing covers both activewear and lifestyle wear. Sporting equipment - these products cover sporting equipment for a range of sports including soccer, cricket, basketball, netball, surfing, skateboarding, boxing, and CrossFit.Project outline Currently Sports Warehouse is selling its products through a limited number of retail stores in the Illawarra, but would like to expand into Sydney, as well as interstate. It has a basic website with no shopping cart. The website does not appear to be frequently visited, possibly due to a lack of Search Engine Optimisation (SEO). Any sales that come via the website are made through phone calls to the head office in Wollongong. This has been an issue as customers aren't always able to make their purchases during standard business hours. These issues are hindering business growth and Sports Warehouse is struggling to keep up with its numerous competitors. The aim of this project is to implementan online sales platform, as per their strategic plan. The company's target customers are families and those involved in casual sporting activities. The consumer profile identified for the target group is parents aged 30-55 with children aged 5-15. The intended strategy of the company, as identified in its marketing plan, is price and people-based marketing to the target group based on positioning the products as budget friendly and high-quality with a percentage of the profits flowing back into community sports organisations. As products are only sold in a few stores in the Illawarra, total sales are currently fairly small. However, Sports Warehouse wishes to create awareness of its products among consumers and to position itself as a family and community friendly supplier against its competitors, who are large established brands. The company employs a number of staff, all of whose roles and responsibilities are documented in the Sports Warehousejob profiles document. Sports Warehouse has engaged Inspired Architect for assistance with achieving their strategic plans via the implementation of an ecommerce website.Project Budget and Timeline The total budget for the project is $50,000 and they would like to go live with their ecommerce website in three months from today. As part of the ecommerce website development, they require training for their staff on how to use the platform including adding products to the catalogue as well as reporting on website sales and traffic. Sports Warehouse have requested an initial photography package to capture their range for the new website launch to ensure high quality and consistent images across the site. They would like support for the first 6 weeks of operation so that their staff can ask questions as needed and Inspired Architect is on hand, should there be any technical issues with the site.Project Objectives To be high performing, profitable and accountable . Ensure that all financial operations, performance indicators and results support the strategic policies. Identify new and expand existing sources of revenue. Increase the total sales by about 40%. Provide community sport development grants of at least 30% of net profit. Develop services to meet customer needs and aspirations Increase range of products offered to better meet a wider range of customer needs. Diversify into all Australian markets to meet domestic consumer needs. . Offer diverse options for purchase of products, for example, retail, online and phone Continue building deeper customer relationships Customer-centred practice, with a focus on meeting their total needs for affordability and quality. Strengthen the skills of our people, to better support customers. . Drive community engagement of sport through sponsorship and grant programs. Attract, engage and develop talented staff members . Continuing the drive to a customer centred, high performance workforce and culture. Strengthening the skills of our people, to better support customer needs.Sports Warehouse 3-year strategic plan Executive Summary: Established in 2001, Sports Warehouse is a family and community friendly company specialising in the sale of high-quality and budget friendly sportswear, equipment, and accessories. We cater to consumer demand for quality products that won't break the bank and that also give back to the sports community to help Aussies get more active, fit, and healthy. Mission Statement: Our mission is to meet our client's needs for affordable, quality products, and also give back to the community. Vision Statement: To be an Australian market leader and a household name for providing affordable and quality sports products. Values: The core values underpinning our activities are: Quality Social responsibility Respect Reliability Marketing Strategies: Our marketing strategies aim to: build our brand generate new leadsMarketing Strategies: Our marketing strategies aim to: . build our brand generate new leads . help to convert those leads quickly . form the basis of ongoing relationships and referrals. We plan to develop our market share by: improving our marketing and advertising continually improving the quality of service given to clients maintaining effective communication channels with all customers to ascertain their needs and then manage inventory accordingly scument title: ICTPMG505_AE_Pro2012_Appx_Sports WarehouseProjectOutline Page 4 of 11 NSW TAFE continually improving communication channels with all ourstakeholders, ensuring a flow of timely and accurate information to facilitate effective planning and decision makingcontinually improving communication channels with all ourstakeholders, ensuring a flow of timely and accurate information to facilitate effective planning and decision making targeting identified growth markets with planned, market appropriate campaigns employing a variety of promotional strategies and advertising mediums . offering attractive prices to customers . continually improving the skills, knowledge and effectiveness of Sports Warehouse through ourcommitment to training and development . regularly reviewing the effectiveness of all our operations and making improvements when and where necessary partnering with community organisations to develop brand awareness and engagement. Situation Analysis: Table1 - Situation Analysis Strengths Weaknesses Value and quality Brand name not developed as yet Strong management . Small organisation . Customer loyalty . Small range of products Friendly organisational culture . No online store (not many customers Level of available finance for want to complete sales by phone) investment + Opportunities ThreatsStrengths Weaknesses . Value and quality . Brand name not developed as yet Strong management Small organisation . Customerloyalty Small range of products . Friendly organisational culture No online store (not many customers . Level of available finance for want to complete sales by phone) investment Opportunities Threats Extend product range . High level of competition Diversify markets . Fluctuating consumer preferences in Social media marketing relation to outdoor sports impacted Online sales by adverse weather conditions Retail outlets . Failing to satisfy clients demandsSports Warehouse Online Sales Platform Requirements Table &- Online Slim Platform Requirements Item # Requirements 1 Designed in line with requirements that will be supplied by the key staff. Hosted internally at a primary site at head office, with a secondary site set up at 2 the distribution centre, which is geographically separate from the head office. Highly scalable, initially supporting up to 200 transactions a week but able to 3 scale up to at least 5000 transactions per week. Inclusive of the following key features: product entry and maintenance customer access shopping cart ecommerce + reporting. Security and privacy will be of utmost importance to the business. The system will store details of customers and those required for e-commerce purposes. The business must comply with all relevant standards and requirements under law in 5 Australia with regards to the personal information and payment details. Therefore, all malware and anti-virus software packages need to be installed and updated regularly. Budget $50,000 7 Training: Full training of staff required as part of handover Support: 6 weeks of support following launch to manage technical issues and support staff